Co to jest UX?

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Kilka słów o UX

Aby poprawnie zdefiniować user experience (UX), należy podkreślić nadrzędną rolę, jaką pełni w nim użytkownik.

Nawet Google Support opiera się na podstawowej zasadzie, jaką jest dedykowanie stron internetowych realnym użytkownikom, a nie wyszukiwarkom – i to ta zasada pomaga w zdobywaniu uwagi i zaufania internautów oraz potencjalnych klientów. Dbając o UX, równocześnie skupiamy się na poprawie jakości naszego serwisu, co bezpośrednio przekłada się na znaczący wzrost zadowolenia wszystkich odwiedzających witrynę.

User experience jest to więc, jak sama nazwa wskazuje, ogólne doświadczenie użytkownika na stronie internetowej – składają się na to jego wrażenia, satysfakcja i przyjemność wizyty. UX powinno być dobrze zaplanowanym procesem, w którym projekt witryny musi zostać dokładnie opracowany – tak, by np. wywoływała ona określone emocje. Dzięki silnemu oddziaływaniu na internautę poprzez wyznaczenie odpowiednich celów stronie internetowej i prowadzenie jej zgodnie z zapotrzebowaniem użytkowników, przekształcają się oni w konsumentów.

Elementami niezbędnymi w kreowaniu UX są przede wszystkim:

– projektowanie wizualne,

– architektura informacji,

– badanie rynku,

– projektowanie interakcji,

– użyteczność.

Dobrze zaprojektowany UX wiąże się także z wieloma korzyściami, m.in:

– optymalizacją doświadczenia użytkownika,

– uniknięciem niepotrzebnych czynników,

– uniknięciem zbędnych problemów.

UX Design

User experience designpolega właśnie na “projektowaniu” określonych doświadczeń użytkowników. W tym celu konieczne jest zbadanie potrzeb odbiorców, znalezienie potencjalnych problemów oraz rozwiązanie ich.

Aby dobrze zrozumieć całą ideę UX Design, warto zapamiętać parę kluczowych informacji:

– Poziomy UX – często UX porównywane są do góry lodowej. To, co jest widoczne dla odwiedzającego stronę, jest wyłącznie jej wierzchołkiem, a wszystkie inne procesy są schowane głęboko pod powierzchnią, m.in wireframe, mapy strony, czy content.

Drzewo User Experience Design– UX również obrazuje się jako drzewo. Jest to połączenie różnych dziedzin nauki np. psychologii, filozofii, projektowania, sztuki oraz inżynierii. Przez to charakteryzuje go unikatowość.

Projektowanie zorientowane na użytkownika (ang. user-centered design). Głównym celem UX jest jak takie zaprojektowanie produktów i serwisu, które łączy funkcjonalność z przyjazną dla oka formą i bezpośrednio wpływa na wrażenia odbiorcy. W celu zrozumienia potrzeb grupy docelowej – co jest najistotniejsze z punktu widzenia UX – stosuje się różnorakie metody, głównie analizy.

Persona – jest to po prostu wykreowany przez nas “idealny klient”. Aby poprawnie stworzyć personę należy prześledzić wszystkich użytkowników, sformułować hipotezy i je zweryfikować. Na podstawie wyciągniętych wniosków znaleźć pewien określony wzór i na jego fundamencie opracować wzorzec, pod którego potrzeby następnie dopasowujemy marketingowe scenariusze. Ważne jest także śledzenie rozwoju i postępu witryny oraz ciągłe modernizowanie persony w zależności od zmieniających się potrzeb użytkowników.

Zrozumienie problemu– jest to klucz do sukcesu witryny. W tym celu należy wykonać kompleksowe serie badań – użytkowników, strony oraz analizę danych – które pomogą nam wskazać mocne i słabe strony. Pomocny może okazać się m.in Google Analytics.

Testy usability <- są to ciągłe i wielopłaszczyznowe testy, przez które uzyskujemy wiedzę, czy nasza strona spełnia oczekiwania użytkowników

– im bardziej minimalistyczna witryna, tym bardziej przejrzysta i łatwa w odbiorze dla użytkownika.

Przydatne umiejętności– do nich zaliczamy m.in kreatywne myślenie, umiejętność komunikacji, sztukę skupienia się na użytkownikach oraz umiejętność pracy zespołowej.

User experience a pozycjonowanie

Głównymi czynnikami, które mają bezpośredni wpływ na strony w rankingu Google, są zarówno szybkość witryny, jak i dostosowanie jej do urządzeń mobilnych, struktura strony oraz linkowanie wewnętrzne i zewnętrzne. Wszystkie te cechy oddziałują na udany UX naszej witryny.

Dla użytkownika, szybkość ładowania strony ma porównywalne znaczenie, co dla wyszukiwarki – jeśli witryna się nie załaduje lub zajmuje jej to zbyt dużo czasu, użytkownik po prostu rezygnuje. Internauci nie bywają cierpliwi i zazwyczaj ten czas to tylko kilka sekund.

Dostosowanie do urządzeń mobilnych w bardzo krótkim czasie także stało się jednym z priorytetów zarówno dla Google, jak i użytkownika, dla którego istotne jest. by witryna była dostosowana formą do każdego urządzenia. To zapotrzebowanie wpływa na znaczący rozwój nowych rozwiązań technologicznych (aplikacje natywne, hybrydowe, progresywne).

Dodatkowo dołącza do tego kwestia linkowania – linki wewnętrzne ułatwiają nawigację w strukturach strony, a zewnętrzne “informują” Google, że witryna posiada aktualizowane treści, które mogą spełniać zapotrzebowanie użytkowników na informacje.  Wyszukiwarka analizuje czas przebywania na stronie oraz jak często użytkownicy na nią wracają – co jest zależne stricte od dbałości o user experience. Odpowiednio zaplanowane UX przyczyni się więc do wzrostu konwersji, a wysokie wyniki pozycjonowania strony wpływają na wzrost ruchu.

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