UX Design: Finding the Right Balance Between User and Business Goals
The primary goal of a UX designer is not just to make the website look great. Instead, a UX designer needs to find the right balance between making the UX design truly useful for the business as well as the end user. The design should make the necessary content accessible in the most intuitive manner and also promote the business in such a way that it is beneficial for the business, but does not hamper the overall user experience. That’s not always easy. However, a focus on the ‘balance’ aspect helps businesses reap the optimum advantage of design elements.
Here’s a brief guide to the best-practices.
Using Subtle Marketing Techniques
We all have come across websites that are just too annoying, right? Constant pop-ups, as well as promotional banners, make it really hard for the user to look at the information that they wish to in the first place. We understand that the marketing team needs to collect relevant information like email ID, phone number and other demographics. However, this should not affect the overall user experience considerably.
There are cases wherein the users are unable to look for the content that they are searching for without turning off or opting for the pop-ups. Under such scenarios, the user will not refrain from going to some other website in search of the relevant information which has a more usable UX design.
Conduct Strategic Experiments to Discover New and Functional Trends
Digital marketing is a highly dynamic field of work. It needs out-of-the-box thinking ideologies, which are backed up by stats and figures. You will often come across cases where a professional UX designer put up a crazy infographic or animation on the website. Although it might seem crazy, we assure you, it is not. A professional knows the importance of experimentation with design architecture. Therefore, the business goal of UX design is to make a move or devise a strategy in a quantifiable number so as to gain the most without impacting the experience of users.
Put the User’s Needs First
We understand that as a UX designer you must come across a lot of scenarios with tight deadlines and limited resources to finish the project. Under such scenarios, you need to focus on the user’s expectations first, while aligning these to the business goals. This makes it possible to have an output that delivers the maximum benefit to the business. However, otherwise, if once your target end-users identify that your website/app is not user-friendly, chances are that you might lose them forever. For instance, the Snapchat redesign fiasco, where the company totally overlooked the importance of user-centric approach while implementing its redesign, had resulted in massive damage to its brand image.
The best results come into picture when UI and UX design services work in sync with each other. The use of proper storyboarding techniques as well as tools for SEO analysis will the designer an edge over the other UX designers. This way the designer will be able to create the right balance between the business use case and the target user’s requirements.
The UX designer goals should clearly tip in favor of the users’ needs over the business’s requirements to provide true value and capture their attention. Apart from this, familiarity with popular marketing automation techniques and tools will also help you make the overall UX design for the home website simple since the marketing activities occur on a one-to-one level.
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William B. Young
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