User-centered Web Design
User-centered web design revolves around the concept of creating web sites that facilitate “usefulness” and “usability.” The “user” according to this philosophy is the person that visits the website. By creating sites focused on the user, the goal is to improve onsite experience and reduce costs.
Satisfying the user
Improved user satisfaction often translates to return user visits to the web site, and the generation of positive word-of-mouth or “buzz.” Effective user centered design can also improve conversion rates for sales, clicks, subscriptions and other types of conversions.
In order to satisfy the user, one must first identify the user’s purpose for coming to the website. What are they trying to accomplish? Each user will also have different levels of experience with whatever is offered on the site. In order to accommodate these different levels of experience, the site should offer options for beginners as compared to those with more experience.
The designer must also identify what types of functions will help the user accomplish the tasks and goals associated with their visit to the web site. For example, if the site allows users to search through inventory, what types of sorting functions should the site offer to help users more effectively and efficiently find what they are looking for.
Another important concept is to understand the cognitive processes of the user. For example, how do users think that a website should work. Are there certain places that they expect to find certain information or tools? By knowing how the user thinks beforehand, the web designer can more effectively design the site so that everything is intuitively placed and organized.
User Centred Design & SEO
Many User centred web design practioneers believe that structuring the page for SEO, detracts from the overall design. Shout SEO Singapore Expert Michael Jenkins believes that UCD principles can be met, while achieving a seamlessly easy to use interface, a design that reflects brand values and is structured to be search engine friendly. SEO is becoming increasingly important to brands, and on page SEO techniques should still be adhered to as part of an online strategy.
Reducing costs and improving productivity
User-centered web design improves return on investment (ROI) by cutting down on costs and improving conversion rates.
For example, at an e-commerce site, the less time a user spends browsing through site before purchasing a product, the better. Searching and browsing by users consumers server bandwidth and processing capacity. And inefficient site may require that the website owner must pay for additional bandwidth, dedicated servers or other additional capacity.
Another possible cost arises if the user cannot find what they are looking for, or becomes confused with the information or functions on the site. In such cases, the user may attempt to utilize the customer representative or help desk services offered by the web site. Again, excessive use of these services can add up to additional costs. An effective user-centered website will reduce confusion and similar problems on the part of the user.
Studies have shown that most users also have very little patience when it comes to finding what they are seeking online. If the website is not well-designed to facilitate the user, the latter may look elsewhere after browsing through only a few pages. So, sites seeking conversions through sales, completed forms, email subscriptions and other similar actions will definitely benefit from sites with high usability.
Some important usability factors - web design Singapore
Examples of elements that one must consider in user-centered web design are visibility, feedback, accessibility, memory load, and navigation.
Visibility allows the user to quickly spot what they are interested in since these items will be placed in intuitive locations. Feedback gives the user the option of receiving active responses to questions they may have. Accessibility provides the user with the ability to quickly and easily find information that they are seeking.
By reducing memory load the site reduces the burden on the user to remember information necessary for using the site. Properly-designed navigation makes it easier for the user to go from one location to another throughout the website without getting “lost.”
