How to design for the user - UI & UX design

The right UI design (user interface design) - have a huge impact in the development of a website. The site layout is one of the first factors that influence important decisions - especially when it comes to online shopping. A professional, attractive design attracts and helps to induce trust in a given company, and thus - entrusting it with customers' money.

UI design and sales decisions

How does design really affect sales decisions? First and foremost, it allows for quick brand introductions and clear messaging. Visitors rarely read content - instead they make a quick scan. That is why it is worth focusing on a clear, readable design. It is important to direct the user's attention appropriately - by means of appropriate visual solutions we are able to virtually "lead them by the hand" and persuade them to take specific actions.

However, proper user interface design is not only about eye-catching layout. The interaction is also something we can design properly - and in this field we focus on the area known as UX design (user experience).

UX design - designing for the user

UX design is a term that is constantly gaining popularity and often appears both on eCommerce blogs and in academic papers. It combines many issues that significantly affect the interaction. The main idea is to evoke a positive experience in users - primarily through convenient, intuitive operation.

UX design focuses on users and their experience of using the system. Although we can find universal guidelines in this field, it is important to remember that each case requires an individual approach. Proper, meticulous user experience design can bring many benefits. Complicated, user-unfriendly online stores do not fulfill their job. Sometimes, just changing a few things - such as simplifying the purchase process or adding status information - can increase conversions.

Research shows that properly designed UX and UI support the shopping process and allow even people who are not proficient in eCommerce shopping to navigate the site intuitively.

Among the most common UX mistakes that are seen across multiple platforms is the failure to make pages compatible with mobile versions. Smartphones are increasingly popular devices for shopping. According to research conducted by Tpay and SW Research, 43% of 25-34 year olds shop from smartphones. For the whole population of respondents (25-34 year olds, 35-44 year olds and 55+) smartphones came second with 31% (compared to 59% who use laptops when shopping online).

Another common mistake is a poorly designed check-out. The result of incorrectly prepared stage of finalization and transaction summary are abandoned shopping carts. Maximally simplified procedure induces people to buy - it's worth checking UX design during A/B tests. Buttons, contact forms, and even the color theme - all of these have an impact on a customer's final decision.

Finally, it is also worth mentioning a product itself. Basic information and attractive photos make it more credible. Their absence may cause a negative impression on a person who came to your website.