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Why UX Design IS Your Brand

Why UX Design IS Your Brand

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by Dave Shacket

Imagine walking into the most beautiful kitchen, but not being able to find the frying pans. It's gorgeous, but not functional. Or at least, not easily functional. From maintenance free living to farm-to-table food, your audience is looking for experiences that are simple, clean and uncluttered. Their expectation of your website is no different.

What is UX Design?

UX Design stands for "User Experience Design." While User Interface (UI) focuses on aesthetics, UX focuses on function. Many websites fall into this same trap as the kitchen described above - a focus on beauty which can impede the user's experience when they visit and interact with it.

Why Is UX Design Important?

  1. Users leave your website because of function, not aesthetic.
    Web users have always been fickle. If they can't find what they want on your site, they will move on to the next one. Today, if they can't easily find what they want, they'll leave. Proper UX Design assures they find what they want and stay.
  2. Today's audience is looking for simple and easy.
    Whether it's maintenance free living or farm-to-table food, your audience is looking for - and becoming accustomed to - experiences that are simple, clean and uncluttered. Their expectation of your website is no different.
  3. Given the choice, website visitors prefer "Easy" over "Wow".
    We have a Staples "Easy" button in our office. One press and voila - your biggest problem has been taken care of ("That was easy!"). Given two websites that provide the same information and/or function, users will prefer the easy one every time. Your website needs to be that choice.
  4. The best UX isn't seen. It's felt.
    When a website is properly UX'd (yep, we just made that word up), it just feels right. Apple is king of UX. Every interface they make just seems native and intuitive. The most minute parts of your experience with their brand are focused on assuring you feel at home. That makes you want to come back.

UX Design Is Your Brand

UX Design focus is not just a good strategy. It can make or break your brand experience for every visitor to your website. Years ago, people judged your brand on your website's UI. In other words, is it visually appealing? While matching your visual brand is important, UX design is even more important. And your visitors will experience your brand through it. Be on the winning side of that strategy.

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