Is your B2B website breaking key UX design rules?


Date: 31 August 2023

Your site's usability relies on standard factors people have come to expect from websites. In the interest of coming up with a unique design that stands out from the competition, it's easy to forget some of the top UX design principles. As you go through the process, refer to some basic principles and ensure you aren't missing the essential elements.

Fortunately, fixing UX issues is a straightforward process. All you need is the ability to step back and look at your site through fresh eyes and some analytics. Following some top UX design commandments can drastically improve your site.

What are the do's and don'ts of UX?

The pandemic has significantly impacted websites, ramping up usage beyond what anyone expected before COVID-19 hit. According to the Bureau of Labor Statistics, there are around 148,340 web developers and digital interface designers in the United States alone. Growth in the market is increasing as people seek training to meet increased demand.

New people bring fresh ideas. Many of the trends are interesting, but not all work as effectively as others. There are still some tried-and-true commandments when it comes to UX design, though. Here are the top ones.

1. Know the user

Before you can create a design your site visitors respond to, you must fully understand your audience. What makes them tick? Why are they there in the first place? What emotions drive their decisions?

Create buyer personas for your different B2B customer types. You can then create pages to match their preferences and tweak them until you get a fantastic conversion rate. You're never really finished with a website when utilizing UX design. You should consistently try new things, test them and see what functions best for your audience.

2. Automate processes

Save time and improve processes for your customers by tapping into the power of artificial intelligence (AI). For example, you can have the machine talk a user through the steps to troubleshoot an issue with your software products, sign up for a new account or make basic changes.

Using AI for your help desk can reduce hold times by as much as 20% and improve customer satisfaction by 10%. Tapping into AI saves your brand time and money while also improving overall usability.

3. Share your goal

What is the goal of the page? Don't be scared to share what you want to accomplish. Your call to action (CTA) can help get the message across but showing the objective filters into every aspect of your design.

Users that know what to expect have an easier time choosing their next step in the buyer's journey. People don't want to guess. They want to know what comes next or be asked a question that takes them down the right path.

4. Check for mobile compatibility

Around 90% of internet users connect via a mobile device at least part of the time. If your site isn't mobile-friendly, you're missing out on a lot of potential positive UX for your audience.

Do more than just design for mobile. Pull out your own iOS and Android device and see how it looks. Click through every link to ensure all forms and features function as intended.

Next, ask your users for feedback on your site and how well it functions for their mobile device needs. Make any adjustments as needed to improve UX.

5. Study famous UX designers

The Bureau of Labor Statistics reports around 199,400 web developers in the United States. The fast-growing industry has a lot of variety, but a few names stand out as stellar designers.

You can learn a lot about UX commandments simply by studying what famous designers do. They may break a rule, but they always have a good reason for doing so. Pay attention to the elements you see repeatedly in their designs. How can you apply these to your own work where it makes sense?

6. Implement the five elements of UX design

Be aware of the layers in UX design. Missing just one can detract from its overall impact. Each element affects your site's function , including strategy, scope, structure, skeleton and surface.

Each layer builds on the next. For example, you can't have a fully functioning surface without a strong skeleton. Your site must hit all the elements effectively for a positive UX.

7. Perfect your navigation

Your navigation should be easy to find and intuitive to the user's needs. Most people expect to see a navigation bar across the top of the header. You could also place it to the side but keep it near the top so it's easy to find.

People on mobile devices often look for the word "menu" or a hamburger icon to locate their options. Because of the smaller screen size, you may not be able to show the same navigation bar as on a desktop computer.

Try to make the two versions as similar as possible. If someone clicks on your navigation bar on their desktop computer and later goes to your site via their cell phone, you want them to easily find the page they're looking for.

Create a checklist

Use these commandments to create a checklist of things to look for during your final editing phase when developing your B2B website. You can add to the list over time, setting it to match your design preferences.

UX design can be confusing and shouldn't be mistaken for user interface. However, with a little planning, your site will rival any competitor in your industry.

Featured post made possible by Eleanor Hecks , founder and managing editor of Designerly Magazine. She's also a web design consultant with a focus on customer experience and user interface.

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