Whether it’s your website, app or software – great usability and UX design is an essential part of the package.
It doesn’t matter how amazing the ideas, features or designs are, if your customers can’t use it, don’t enjoy using it, or don’t understand it!
In this post, we explore the top 7 things customers hate about UX (and how to create digital experiences customers will engage with).
1. The system doesn’t work as it should
People hate it when things don’t work!
If customers can’t use their preferred browser or device to access your website, web apps, mobile apps or software – they won’t use it!
Users dislike being limited to using a specific browser or device and in 2019, they shouldn’t have to. It’s up to businesses to create ‘device agnostic’ experiences. This means that whatever you make, you need to ensure it offers full functionality, and looks the same on every platform.
2. The product isn’t made for them
If your experience doesn’t connect with your customers’ values, expectations and limitations, they won’t like it. You need to make users feel as though your digital experience has been made for them, with their needs in mind.
Before designing anything, it’s essential that you get to know your users. You need to understand exactly what they want from your product or service. It’s important that you understand their expectations, behaviour, motivation and goals. Investing in user research and creating clear customer personas is the best way to ensure your experience is right for your audience.
3. The website or app asks for too much information (the customer journey disrupted)
Customers are using your product or service for a reason. Let them use it!
Too many websites and apps bombard new users with unnecessary barriers. These include unexplained permission requests, forced account creation, newsletter signup prompts, excessive terms and conditions and suggested setting changes.
These are likely to frustrate users and make them suspicious of your intent. This is especially true if they’re encountering your business for the first time online and don’t know whether they want to use your product or service.
Remove barriers wherever possible and make it easy for your users to get straight to the value.
4. The navigation is confusing or unclear
If your users can’t find what they are looking for, they are going to go elsewhere.
Dead ends, poor organisation, broken functionality or ‘creative’ navigation) won’t do you any favours.
Clarity, ease and simplicity matter and the best digital experiences provide an easy to follow journey for users. Your users should be able to find the information or functionality they want in as few steps as possible. Applying the right information architecture principles to the design is the best way to achieve this.
As a general rule, navigation should have a specific number of categories. These should be listed in a logical manner, such as alphabetical order. The navigation should work for everyone, whether they are using touchscreens or traditional laptops and desktops.
5. There’s too much information (information overload)
The average human attention span is around 8 seconds.
If you fill a screen with too much information, you risk confusing or overwhelming users. The risk is that they lose interest and go elsewhere.
The solution is to keep things short, simple and clear. Your users need to be able to find what they are looking for – whether it’s specific information, instructions, calls to action, or buttons.
6. There’s too many features
Less can be more!
When it comes to apps and software, the temptation is to try and fill screens with as many features as possible. This can overwhelm and confuse users (especially new ones).
User experience testing often reveals that people prefer products that focus on a limited selection of features. Take time to prioritise and research what matters most to your users. This will ensure you’re focusing on the features they want.
7. It’s full of jargon!
Did you know that the average reading age in the UK is about 9 years old?
Language matters – and industry jargon and complex terms can be a real turn off for your users. When creating experiences, it’s easy to use insider industry terms and complicated tech speak.
Always communicate in language that your users understand and are comfortable with. Creating personas and investing in user experience testing will help you to get this right.
Improving User Experience with IXDLAB
At IXDLAB, we help the world’s top brands to create digital experiences that work for their users. From user research and design, to evaluation – our UX experts will ensure that your digital products are right for your audience.
For more about UX, or a no obligation consultation, please get in touch with us today on 07858110704, or email info@ixdlab.co.uk.
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