UX: The science of communication

BY james November 16 2015

What is UX?

UX stands for User Experience and it is the most essential aspect of a website; get this wrong and you've defeated the whole object of having a website in the first place. You're online for one reason: for the convenience of your customers. These days, customers expect to see companies online in order to scope them out in their own time.

What difference does it make?

If you're a regular internet user, it is safe to assume that you have come across websites that are boring, confusing, or just plain don't work; sometimes they might even make you angry. As a customer, would you be willing to shop on a website that made you angry? Certainly not; it's essentially the same as being served by an unhelpful or even rude sales assistant. You would be very unlikely to return to that store.

That's where the sociology and psychology make their entrance into this techy world! At Grow, we study the user experience; how individuals interact with - and react to - different interfaces. We strive to create something unique each time; something that no user has seen before. But that poses a threat: if something is so new and unusual, how will they know how to work it?

Making things more user-friendly

Another aspect of user experience we focus on is streamlining their experience in order to make navigation and interaction a breeze. Therefore, as we create the new and unchartered, we have to seamlessly blend it in with tried and tested elements of the old. This ensures that, while it still looks new and different, users will instinctively understand how to navigate it.

Helping your customers understand you

You want your customers to know it's your website they're looking at, and you who is making things so convenient for them, so your website and entire online presence must encompasses the following:
  •  Branding: customers must be able to take one look and know its you.

  • Provide the relevant details: think of your website as an extension of your customer service; failing to provide the necessary information will portray your organization as having poor customer service. That tells the customer that you don't care about them.

  • Convenience: websites are made to convenience the customer. If you're a restaurant or a store, put your products on there with the relevant data and prices. Enable eCommerce for increased convenience and revenue (something not all your competitors have cottoned on to just yet).

  • Service: open channels of communication across social media networks and respond to your customers promptly. Allow website visitors to find these social links on your website so that they can stay up-to-date with what you're offering.

  • Melding pot: your interface, content, design and branding must blend together seamlessly. Your website must represent your entire company as that single entity: the website. It's a tricky thing to get spot on, but it's absolutely achievable.

If you're interested in upping your game and creating the next generation of user interface - or even just something simple and workable - just contact Grow. You can read more about the user journeys we create within websites here: User Experience.
Grow is an award winning Digital Agency specialising in deploying psychologically optimised digital marketing solutions that generate high ROI for its clients.


James Pardoe

Starting his first business at age eight, James Pardoe has been building, marketing and growing businesses ever since. He has helped hundreds of businesses double their annual revenue within a few short years.

James holds a unique combination of skills spanning business, psychology, design, development and data science. He has shaped Grow’s approach to encompass all of these disciplines, to build an ecosystem that plugs into businesses and builds sustainable long-term growth.

James is also a father of three, a consultant for Google, and a partner in a branding agency.

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