1. Understand the User’s Research Journey & Query Intent
Simply put, query intent refers to the understanding of what problem the user is seeking to solve. And in turn, great UX and optimization should be able to offer solutions that meet that intent. While customers will frequently search for a ‘PDF editor’, this term means different things to different users. Some users are only focused on converting images to PDFs while others are more interested in electronic signature solutions. To help match query intent, I created a series of mini-products focused on specific needs (e.g. ‘convert PNG to PDF’ or ‘sign a PDF’). Beyond designing the product around these specific workflows, I also published ‘how-to’ content helping even the most novice users navigate the service and find what they needed, when they needed it.2. Provide Clear Instructions & Feedback
It’s no secret that humans seek affirmation and direction. People are more likely to experience a boost in confidence when they have clear directions and guidance on what they’re “supposed” to do. Feeling like you have a guide when you’ve moved to a new city is always comforting; the same goes for the virtual user experience. Clear instructions can offer this level of confidence to users (and help them avoid situations where they feel incompetent). Provide users with clear instructions and how-to’s through the use of copy, micro-copy, and illustrations. Inversely, there’s nothing worse than taking an action and the action results in…crickets. Never leave your user wondering what went wrong or what to do next. Be sure to include clear feedback when a user “takes a wrong turn” or enters an invalid information.3. Respect the User’s Time
Few things are as relatable (or more annoying) than waiting for the spinning “rainbow wheel of death” to leave your Macbook’s screen. Or, obsessively refreshing your browser when a page is slow to load. How long do you give your technology to load before you give up hope and jump ship? 2 seconds? 3 seconds? Site speed matters. In fact, it matters so much that if a website takes longer than three seconds to load, nearly half of all visitors leave. Remedy high bounce rates and low conversions by respecting your user’s time; make sure your site’s images and CSS are properly optimized and keep your scripts below the fold. As great developers and designers know, the importance of UX and functionality eclipse marketing. Yes, great marketing attracts users but if they can’t figure out how to use your software quickly and easily, they will give up and move on to one of your competitors. So, before you jump feet first into your marketing campaign, take a long, hard look at your user experience and how it satisfies the customers’ needs or helps them achieve their goals. Remember, it’s not about you, it’s about them. Featured image via UnsplashRead Next
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