What is User Experience (UX) Design?


Hello, everybody. My name’s Brian Lewis
and we’re here to talk today about UX design considerations.
Great designers really know how to leverage the use of powerful yet subtle
design techniques to really make the difference between a design that just
looks pretty and one that really resonates with visitors, one that really
looks right – one that communicates effectively with its visitors – connects
with its visitors, engages them and it helps the visitors convert to be leads
and customers. There’s a lot of these different types of tactics. We’re just
going to cover a few of them in this video. First one is the importance of
consistency in design and there’s a lot of elements that good designers are
consistent within their design. One of those elements would be your
interaction elements in terms of buttons and links and the reason why that’s so
important is that visitors, when they arrive on your site, start to look for
certain patterns and they will accept those patterns as they go through the
rest of your site. So when they see a particular button they’re going to
expect that the visual treatment of those buttons are going to be similar on
other pages and they don’t have to then think is a button a button or not. The
same thing with links and we see this quite often on websites where link text
may be different font treatments or different colors. That’s really forcing
your visitors to have to try to figure out whether that’s a link or not. It’s
creating extra work for them. Another thing that great designers do is they
make sure that the images that are used on the site are really relevant to the
content and furthering the communication of the content and the brand. In fact,
there’s a very interesting study that shows that when a visitor sees an image
on your site, if it isn’t immediately relevant to that content they will
dismiss that image but even worse than that is they’ll then think that most of
the other images they’re going to see in your site are not going to be relevant.
So if you do have relevant images after that they may not even pay attention to
those. I also want to talk a little bit about font treatment. So we can do quite
a few videos on font treatments but you’ve probably been to sites before
where you’ve seen all sorts of different types of fonts, it really can create a
lot of visual clutter. Sometimes we’ve seen as much as 25, 30 font treatments on
one page as they’re all trying to gather people’s attention. The issue with
that is that our eyes have difficulty assimilating to all
those different font treatments so the best designers know how to use just the
very few amount of font treatments to really guide the visitor through the
visit experience and they use what’s known as a good font hierarchy. In other
words, headlines are largest, subheads would be the next largest and then the
copy would be the smallest font to help communicate to visitors as they scan
through the pages. Also want to talk about fads. The great designers
understand that really the latest fad that’s out there is something that may
look cool now but in 3 or 4 years from now, it may not. It may look really dated.
Then you may have to be redesigning your site. Great designers understand that the
design of a site is there to enhance the brand and guide the visitor through the
visit experience, not necessarily just to create something that looks splashy or
that looks different. And finally, the last one I want to talk about is colors
and contrast. Again, the great designers understand that our eyes are attracted
to areas of bright colors and contrast. And we can use that strategically to
help guide the visitor and make sure that we’re not creating a situation
where, for instance, if you’ve been driving down Las Vegas Boulevard in an
evening or nighttime with all the lights flashing. A lot of websites are creating
that same effect. You don’t know where to look. It
creates a lot of visual load, a lot of visual interaction costs for your
visitors and they’re going to want to tend to leave your site because they’re
not going to work that hard. As I said, those are just a few of the design
UX considerations. There are a lot of them we can cover in quite a few more videos. I
hope that was helpful. Thank you very much.

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