UX Design

UX Design means “User Experience Design” in computer science. UX Design is the process of designing human/computer interfaces and interactions. The design process includes creating, developing, testing, and evaluating user experiences.

UX design fundamentals

The human/computer interaction is tested with user interactions to evaluate user experiences. A new interface design tested to provide a functional analysis of user interactions and experiences.

The issues in UX design include these elements:

  • Visual interactions: The look, feel, and effectiveness of visual design including graphics, visual information, media, and related functions. Visual content is a core element of user interactions, critical to user experience. Issues in UX design may include the appeal of the visual materials, usefulness of graphics, and related issues.
  • Usability: This is a very broad set of issues, related to the usability or otherwise of the interface design, which can be highly variable. The user experience includes direct functional interactions with all facets of the interface. This range includes information architecture, user tools like accessing specific functions, and the overall efficiency of the interface for users.
  • Information content: A critical part of the user experience, information content is tested for values and accessibility. This is a process of assessing user ease of finding required information and information quality preferences.
  • Structure: The organisational structure of the interface is another essential part of UX design. Navigation around the interface, labelling of information, and organising information into well-defined areas for users are critical to good user experience with interface operations.
  • Search functions and findability of information: This is a primary issue in relation to user experience. The ability to find information and the efficiency of search functions are critical to user experience.

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UI Design

UI design is short for “User Interface Design”. This is one of the most complex areas of back end computer and communications science. Consider what you actually do, when you access a user interface. One click interacts with hardware, software, and accesses an entire range of features, information, and media.

UI design basics

At the user end, interfaces look simple. They’re not. UI design must integrate a range of functions and make these functions accessible to users. UI design is so important that it’s even covered by an International Standard (ISO 9241), the international rulebook for UI operational standards.

A user interface must be:

  • Functionally efficient: The interface must perform a range of tasks for users. For example, a search function must deliver effective access to information searches for users and tie in directly to databases.
  • Easy to use: The interface needs to be straightforward to use. This aspect also interrelates with user efficiency needs, navigation, and the functional role(s) of the interface.
  • Consistent with user norms: The interface is required to be easy to understand, as well as easy to use. A dialogue box, for example, should be instantly comprehensible, offer familiar options or clearly laid out information in a familiar way for users.
  • Customisable: Typically, user interfaces require levels of customisation for user preferences. (A phone is a good example of customisation, including a range of apps, etc. and other user options. A modern phone is in effect a collection of customised multiple interfaces.)

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Conversion Rate Optimisation

A conversion rate is the rate of actual sales relative to website usage. Conversion rates are calculated on a statistical basis, using a combination of site statistics, sales figures, and breakdowns of commercial website performance analysis.

The evolution of conversion rate optimisation

In the early days of ecommerce, commercial websites were a new frontier for business. The original ecommerce market didn’t behave like the old style marketplace.  Performance measures were lacking, and so were insights into buyer behaviour.

The relationship between actual sales and site usage was the logical dynamic for assessment. It became clear that sales and usage were very different things. Some usage was clearly “browsing”. The  obvious area for assessment in this regard was the “bounce rate”, or analysing the number of people using a site and not buying.

Research indicated that the realities of ecommerce imposed a new set of rules on business.

The research revealed:

  • On the internet, search ranking rules. The simple ability to find an ecommerce site online was obviously critical. Search ranking and SEO became first priorities for ecommerce.
  • Site information content was another factor. Successful ecommerce sites provided better quality content and information like product information, user reviews and similar relevant information. These sites were clearly preferred.
  • In the extremely competitive environment of ecommerce, site users naturally compare products and prefer one site to another. The bounce rate also reflected clear user preferences. Managing and measuring the bounce rate naturally became major issues for business.
  • Ecommerce was found to be a moving target for analysis. Accurate measurement required a flexible methodology which could assess all elements of business and website performance in real time.

From these beginnings, conversion rate optimisation became the gold standard for assessing ecommerce operations.

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