Opinion



May 17, 2018,   2:37 PM

How To Design A Perfect User Experience

Paulius Stankevicius

Paulius Stankevicius is a PR and advertising executive and CEO and Founder of Stankevicius MGM, a PR and advertising consulting firm. FULL BIO

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There are millions of random apps out there are in App Store and Google Pay. There are also millions of products at shopping malls. The point is that a lot of supply doesn’t necessarily mean a good thing. Many companies create products just for the sake of creating them and will try to commercialize. Most of those products fail and that happens pretty often. The reason behind it is because those products are not designed to fit the actual needs of the potential customers.

Many IT companies create mobile apps on monthly basis but they usually die quickly before even reaching 10,000 downloads, because these apps barely get thousands of downloads in the first place. The mentality of a regular IT company is to supply a lot without actually thinking if there is a use for such an app.

Regardless of what your company is creating, there must be certain criteria that should be fulfilled during the development process of the product. User experience (UX) is the number one thing to look at before launching any product. By designing a product according to user experience principles and laws, a company can actually succeed greatly. So how does it work?

In order to design the perfect UX we have to look at the psychological patterns which affect human mind in terms of decision making. You want to make sure to keep your design minimalistic. You have to think like your user, and make the design communicable with your user. An important aspect in UX is emotional design which is reflecting user's personal values and needs, safety and time. Emotional design influences one’s exclusivity in the community and the level of attention and pleasure one can get from using the product. Additionally, detailed elements like color, shape and size can empower the design to reach the maximum joy.

Did you know that most popular Apple’s iPhone colors are black, grey and gold? These colors associate with power, elegance and formality, and that’s how Apple want their users to feel.

Companies always try to make the product look good in terms of modern design. When designing, you need to remember that a good-looking UI doesn’t necessarily mean a good UX.

There are three big influencing theories and principles to follow when designing the perfect UX. Galitz theory is one, which is about keeping design elements organized and structured in a symmetric and predictable order. Gestalt principles groups design elements in a way that human mind can easily understand the design and its functionality without using the memory load of our brain.

Design is not just about the look, it’s also about what it makes us feel and what it helps us to do. A design can tell a lot about an individual. Donald Norman’s 3 design principles, Visceral, Behavioral and Reflective opens up the secrets to human psychological behavior, allowing designers to create addictive products in a way which perfectly fits user’s need in terms of usage, visuals, and emotions.

Yet, knowing the theories doesn’t make your product the best. You still have to follow the top UX rules. Is your product digestible? How clear is your product for users? How easy is it to trust your product? Is there a certain similarity to other products that user may find appealing to try it out? And what is the ultimate value that your product provides to the user?

That’s not it. You still have to think of heuristics of user interface design. How useful is the product? How the design affects the usability in terms of simplicity? Does the design enable some sort of communication between product and the user? How does design help in error handling and error prevention? What is the workload required from the user in order to learn product’s fundamentals of usage?

Whether it's a product or a service, business has to be user centric which means that everything we do has to be aligned accordingly to our customers' need. In terms of product UX, customer should naturally feel the flow of product's use and its functionality. There shouldn't be any errors, preventing to achieve the perfect performance of the product. User experience is about creating a moment which people follow with their instincts instead of their mind.

It all starts with the first prototype. Once it's ready, usability tests should be conducted at usability labs with real people who would be the potential customers. After the test, it's important to analyze every single error that a user has encountered. New changes must be implemented to run new tests. The process should be repeated several times until product becomes fluent without any errors.

In the end of the day, it's not about focusing on user experience to develop easy functionality and systematics, it's more about developing the UX to capture the right emotions and feelings which create a lovely experience of using the product.



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