While designing a website, the most often ignored perspective designers need to have is that of a website visitor. Since the job of a designer and developer is to create a good experience for the visitors, the visitors’ human psychology matter.
In fact, a matter that is most crucial to the success of a website design is whether a user finds it fit. So right before you underestimate the power of them and call the visitors ‘dumb’, as most terrible designers do, perhaps you need to look into the following points that are hardcore truths about those visitors.
1. They aren’t dumb anymore
The system that you create will not be of concern to them as the visitors don’t take tech as personally as the people in this industry do for themselves. In order to get them to do that, technology has to make its way to become a necessity in their lives. Even if technology becomes a source of something fundamental and vital, they will pick parts of it that matter to them.
2. Spending time on website is not their aim in life
They weren’t born to scroll through a website for their entire life, they’ve got other things to do as they get off a website. Good designers are aware of this fact. Keeping them on the web page isn’t the key, giving them fast access to everything so that they get done with is what matters to the users today. Google wouldn’t have been successful if it didn’t follow the similar approach.
3. They don’t interact with technology the way you do
So you present a mobile app to the users that is a bit complex but they go about using it in a completely different that you expected of them. Take Twitter for example. It wasn’t built around the two functions of the hashtag and @ symbol. The platform took it from user-generated content only. This is how you convert an unanticipated user experience into an opportunity.
4. They have set patterns
Ecommerce websites today are heavily relying on user patterns. The experiences, choices and purchases are quite similar and so businesses rely on them as they work quite well in forming expectations. This majorly applies to the buttons on a website, call to actions (CTAs) as we call them. We now use persuasive language for the buttons so that they are clickable, and various different colors. The users did it for us, they created patterns and as a designer, you can see where these patterns break.
5. They are often distracted
With a great deal of competition fighting to win their attention, you need to be wary of how to deal with them best. So keep the processes streamlined, clear and never ask them to multi-task for nobody’s good at it. The easier the flow, the higher the chances of the visitor to go further without any distractions.
6. They visualize only what you present on the screen
What you provide for the user on the screen and what user visualizes on the screen are two different approaches. Only the one that matters to the user should matter to you as well. Fill this communication gap and present in an effective manner so that the user sees what’s actually there instead of what you ‘think’ is there.
7. They have a series of questions
Each time you introduce something new to them, users will have a long list of questions prepared that they need answers for right away. So when you create an app, a product or a website, make sure you answer their first question of “What it does” by providing a value proposition statement. “How” is to follow right after. Answer it by means of showing a graphical representation of a stick figure speaking into the microphone, a short video or a guideline. Pricing is another major matter of concern to them as they figure out the app is appetizing. Either create a separate page for the packages if you have more than one. However, if it is a very short detail then you can just put it right there.
8. They seem to lie
People believe they just know themselves, especially when they are asked hypothetical questions while they will do the same thing completely different when they are actually in the situation. They don’t have an intent to do that, it just happens due to lack of self-awareness which most suffer from. For instance, if you ask them about a particular task whether it was easy or not, they will rate it as easy even if they have spent a good five minutes on it. They did figure it out, that’s what matters and that is exactly what they tell you.
These truths go unnoticed more than often. When taken into account, they can definitely aid in better website design and development in the future as you design from the perspective of users, for the users.