By Jonathan Emmen
A website is not a static object that people simply read. It is an interactive environment that acts and reacts based on user input. This input is given in a variety of ways including, scrolling, clicking on links or buttons, and entering information via keyboard or touchpad. The methods used to enter input and the actions that result from that input are known as the user interface. If the user interface has been well designed, the user can intuitively take the correct actions and then receive the results that they are seeking. If the user interface is poorly designed, the user will often be confused as to what they need to do and will frequently receive results that are frustrating.
If you’ve received high praise for a website that you have designed, chances are that your success had much to do with creating a good user interface. If you’ve received criticism, it’s likely been related to a user interface that was less than stellar. In any case, every designer can benefit from a little help when it comes to creating better user interfaces.
Keep it Simple And Predictable
If you look at ten websites that perform similar functions, you will see a lot of differences. The engaging content, color schemes, logos, and other elements can vary greatly. Where you won’t see much difference is in layouts and in the interactive elements of the website. This is because over time, people have come to expect some predictability in user interfaces. This means creating familiarity in where things are located on your pages and how the user performs certain actions to get tasks done.
If you do go with a user interface that doesn’t use standardized layouts and interactions, make sure you have a solid reason for doing so. If your ‘thinking outside the box’ doesn’t result in an interface that is simpler or more intuitive, you aren’t going to have happy users.
Know Your Audience
If you aren’t using analytics to collect information about your visitors, it’s time to start. You can mine this data for information that you can use to understand your audience and their needs. For example, what pages are receiving the most meaningful visits, where are visitors bouncing, and what devices are they using to access your web pages? All of this information can be used to figure out which interfaces need to be repaired and which need to be emulated.
Don’t stop with collecting and analyzing raw data. You must also get to know your audience in human terms.
What is their demographic information?
- What are their values?
- Where do they spend their time on the internet?
- What are their preferred methods of interacting with websites?
- What do they need from you?
When you find the answers to these questions, you can create a truly personalized user interface that works for your audience.
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