Marketing Toolkit graphic
Share This:

An Introduction to User Experience Design

What is User Experience?

User experience (UX), or Customer Experience (CX) as it’s sometimes referred to, is the satisfaction an individual observes firsthand when they engage with your company and its products and services online. UX design is a multifaceted practice that involves research, organization, and optimization of a website or application to make it more effective, useful, and enjoyable. Depending on the site’s level of ease-of-use, this can lead to a gratifying experience that can enhance customer loyalty and lead to brand advocacy. In contrast, a poorly executed UX can lead to frustration and cause your customers to look elsewhere.

How does UX design work?

Using a ‘building a house’ metaphor, the UX design is the architecture of the home: the foundation, internal framework, and the flow throughout the house. It’s how the house is designed to function to satisfy the goals of the homeowner through the eyes of the user experience architect/UX designer. The rooms are crafted to lodge your content strategy, products and services, literature, support, etc. It is vital your home is inviting and all of the interior rooms are interconnected, easy to navigate, and there is a natural progression so your customers can quickly find what they want in a pleasing manner. There are a several factors that are vital to ensuring a great user experience:

  • Know who your customers are
  • Empathize with your customers’ needs and understand your internal goals
  • Determine if your existing products or services support customer needs
  • Map out customer journeys for each customer segmentation 
  • Organize your information architecture (card sorting exercises, site map, wireframes, etc.)
  • Collaborate with a UI Designer and development partner to create a user experience that is visually appealing, responsive, accessible, easy to use, and fast
  • Align UX initiatives with robust brand, content, and outreach strategies
  • Test and refine your designs, layouts, and content strategy with defined user groups

What role does UX play in your marketing strategy?

UX is the core of your site’s functionality. Once new leads or existing customers land on your site, their interaction, engagement, and loyalty depend on a well-implemented UX strategy.

What are the results of good UX design?

As they say, the proof is in the pudding—through the use of analytics and user testing, your site’s traffic, time on site, click rate, and lead-nurturing efforts will determine if your UX is a success.

Keep Reading

Learn more about related tools, methods, and best practices in the Marketing Toolkit: