{"id":23709,"date":"2022-12-15T13:31:13","date_gmt":"2022-12-15T13:31:13","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/ux-101-december-breakfast-briefing-top-takeaways\/"},"modified":"2022-12-15T13:31:13","modified_gmt":"2022-12-15T13:31:13","slug":"ux-101-december-breakfast-briefing-top-takeaways","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/ux-101-december-breakfast-briefing-top-takeaways\/","title":{"rendered":"UX 101: December Breakfast Briefing top takeaways"},"content":{"rendered":"

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Missed our December Breakfast Briefing? We\u2019ve summarised everything Francis covered in his UX 101 and his personable approach means you don\u2019t need to be the \u2018stereotypical designer\u2019 to understand.<\/span><\/p>\n

UX is just a small part of the whole experience picture. And to understand how to create a good one, we have to take a step back and look at experience as a whole.<\/span><\/p>\n

Who\u2019s doing it well?<\/span><\/h2>\n

There are lots of great user experiences already out there. Uber is a perfect example \u2013 it\u2019s a tech company dressed up as a taxi firm. But it delivers a better experience than a taxi: Uber never makes us get out and go to a cash machine.\u00a0<\/span><\/p>\n

Trainline also delivers a good user experience because a lot of thought has gone into its design. It\u2019s not beautiful, but it\u2019s well thought out and the team behind it understands that the design you see here is just the beginning of your experience.<\/span><\/p>\n

If you use Trainline in the south, you have to collect your tickets from machines at the station, and sometimes there\u2019s a queue or they\u2019ve stopped working. Trainline have thought about this aspect of their users\u2019 experience, and so the app allows you to buy and use digital tickets. They also know that trains can be busy at times, and that\u2019s why they\u2019ve added a feature that enables users to rate how busy their train is so that other users can see where to get on and which trains to avoid.\u00a0<\/span><\/p>\n

\"trainlineTrainline and Uber both use apps that allow users to buy tickets or book rides and this allows them to deliver a good user experience, but that isn\u2019t enough anymore, because now everyone has a website or an app.<\/span>
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<\/span>Brands all look the same to consumers; everything is digital and products are comparable.\u00a0<\/span><\/p>\n

For example, all companies in the holiday cottage industry have websites, but alone, this isn\u2019t\u00a0 enough to make them stand out. However, Airbnb has modified their user experience to fit the user much more closely, and this is why they\u2019re dominating the industry.<\/span><\/p>\n

Let\u2019s take a closer look.<\/span><\/p>\n

Vrbo<\/span><\/a> is built to convert \u2013 it asks where and when you want to go away, and how many people you want to go with, then allows you to search for these filters.<\/span><\/p>\n

\"VrboDog Friendly Cottages<\/span><\/a> shows people a picture of a dog to make it clear to users that their cottages are dog friendly. Similarly to Vrbo, the website\u2019s main purpose is to convert, again, asking users where they want to go and when, and with how many people.<\/span><\/p>\n

\"\"Airbnb<\/span><\/a> focuses on the kind of trip you want to build for yourself.<\/span><\/p>\n

They understand the user, they know most people don\u2019t know where they want to go on holiday, but they know they want to have the best experience while they\u2019re there. That\u2019s why Airbnb have designed their site to start the user experience with choosing the kind of trip you want to build, and then helping users decide what that will look like.<\/span><\/p>\n

\"\"Your most potent weapon going into 2023 is the ownership of the experience your customers have on your site and will have once they\u2019ve left your website or app. If you understand that, you\u2019ll have a great chance of success.<\/span><\/p>\n

Take a step back<\/span><\/h2>\n

Unless something is natural, it has been designed; from the light bulb in the ceiling to the shoes on your feet, everything is designed for a purpose and a function. Some things are designed well, and others aren\u2019t.<\/span><\/p>\n

What happens when digital design goes wrong?\u00a0<\/span><\/h3>\n

There have been a few in-depth studies of user experience that look into this:<\/span><\/p>\n

Given the rapid rise in consumer expectations, businesses need stronger design capabilities than ever before.<\/span><\/p>\n

Only the very best designs now stand out from the crowd, given the rapid rise in consumer expectations driven by the likes of Amazon and social media. With our instant access to global information and the blurring of lines between hardware, software and services, companies need stronger design capabilities than ever before.<\/span><\/p>\n

When it comes to UX design, most digital user experiences are filled with lots of minor issues rather than a single major issue. Imagine your website like a straight road, and each minor issue is a speedbump. The more minor issues, the more speed bumps, and if you imagine approaching a road full of speed bumps in a car, any practical person is making a U-turn. This same principle can be applied to websites, the more minor issues users encounter, the more likely they are to turn around and leave the site and take the easier route \u2013 usually through a competitor\u2019s website.<\/span><\/p>\n

What can you do to minimise the speed bumps?<\/span><\/h2>\n

When it comes to designing your site, people often have the same questions:<\/span><\/p>\n