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Having a compelling and impactful website is critical for today’s businesses. Whether users are looking to buy products, research your company, or inquire about your services, websites give them their first impression of your brand. When designing a website, many focus on the visual appeal of the design. While an interface may appear innovative and attractive, does it really produce the results you’re looking for? This is where a data-driven design approach comes into play.
Often times, you will find a struggle to balance the needs of the user with an organization’s business objectives. It is critical to put the needs of the user first. Often times, these websites produce greater engagement and conversions. If your interface is easy to navigate, engaging, and provides the information your users are looking for, your users are more likely to convert. To make sure that you truly understand what your users are looking for, incorporate user research sessions into your design process that can reveal future opportunities or pain-points in the design. During these sessions, you may also discover new patterns and trends that your team may not have known about previously. To really nail down the most effective user experience, perform A/B testing, conduct surveys, and gather consumer research to better understand who your user is and what they’re looking for. Among all things, remember that your user’s experience is your #1 priority.
One of the most important items to remember? The designer is not the user. It’s imperative that you keep the user’s experience and end-goal in mind. Focus on providing them with an easy to use experience that provides them an efficient way to access the information they’re looking for. To start this process, it’s important to dig into your existing customer information to really understand who your users are. Determine your key audience demographics such as gender, age, occupation, and geographic location. From there, you can further develop audience personas that give more insight into how they search and consume information. It’s important to gather these audience analytics to understand your user’s end-goals, and then provide them with the fastest and most efficient way to get there.
Collect, analyze, and leverage strong insights that can be used in data-driven decision making. Many of these insights don’t need to be black and white numbers, but can give a look into the mind of the user. In a data-driven approach it’s important to include user specific insight that can be gathered by conducting user interviews. Track user mouse movements, view their screen activity, and monitor how they navigate through your website. Gathering user behavior data can be enlightening and can greatly improve your design strategy moving forward. Once data is gathered, analyze it and use it to make better and more effective decision making. By incorporating strong user insights into your design strategy, you can improve your website’s user experience and flow.
Committing to implement a data-driven design approach can be overwhelming, and the truth is, it can be daunting. However, there is a huge pay off in bridging the gap, and your website will be more likely to experience success. Begin by gathering your website goals and determine who your key customers are. From there, ensure that your design and development partner is implementing data-driven tactics that use audience analytics and user behavior to back their design decisions and really nail down the best user experience for your customers.
Are you ready to bring your web design project to the next level? Speak with one of our Interaction Designers, today! Contact us to review your website goals and lay out a plan to make your web design concept a reality.
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Lindsay leads interaction design projects for websites and applications, including brand execution, user interfacing, and user experience. A graduate of Rochester Institute of Technology, her expertise lies in the creative process from discovery, through visual design, to final delivery. Lindsay is also passionate about executing strategic and successful digital marketing design solutions.
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