UX Roles - who does what in User Experience

The term User Experience causes a lot of confusion due to the fact that UX roles and responsibilities are fairly unclear and undefined.

Not knowing what something is, but knowing you have to do it, leads to a lot of bad decisions being made by companies and a lot of horse-shit sold by opportunistic service providers - all in the name of User Experience.

In this article we try and set out what you should know about the (main) UX roles, what they do and what you should expect from them.

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What is Website Usability

Website Usability?

Wikipedia says:

"Web usability is an approach to make web sites easy to use for an end-user, without the requirement that any specialized training be undertaken."

Practical Usability
In working with a new design or in re-designing an existing website, always keep in mind that all your users will always spend more of their time on ‘other’ websites. This might sound a little strange, but it means that convention will always be the safest bet in web design; make sure (among other things) that

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Designing a winning landing page

These notes outline the procedure we follow in designing landing pages. Adhering to the principals of card sorting the aim is to establish the importance of the various elements on the landing page.

For the sake of argument; if you could only have one element on your landing page - what would it be?

How would you add a second, a third or even an eighth element to a landing page?

Below is our thoughts on how we would do it:

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‘If I had asked my customers what they wanted, they would have asked for a faster horse’.
Quote attributed to Henry Ford

HiPPOs don’t make good Conversion Rate Optimisers

a) Hippo, from the ancient Greek for “river horse, is a large, mostly herbivorous mammal in sub-Saharan Africa.

b) HiPPO, “Highest Paid Person in Organisation" too often is the person calling the shot. Also goes by Highest Paid Person’s Opinion.

HiPPO’s effect on Website Usability/Conversion explained:

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Tips for optimising the speed of your website

The loading time of your website is crucial. If your site is slow, Search Engines will punish you and visitors will abandon your page quicker than you can say “I should have done that”.

Image optimisation
Use the right dimensions (don’t scale anything), optimise your images for web and look at using Sprites (more further down). 

CSS optimisation

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Landing Page Design

Landing pages are commonly defined as the pages on your website where your visitors ‘land’ after having clicked on a link, be it an advert or an information page or similar. These are important pages, as the visitors are arriving for a particular purpose (to buy, book, sign up or inquire about something).

When a visitor on your website performs the action you want them to (For example, to buy, book, sign up or inquire about something) it is called a conversion

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Usability DIY Part 5: Test, Test, Test

Test everything and then test again.

Imagine for a second that you could increase conversion by 1% by just changing one element on your website. Consider changing your headline, the button color, button text, your lead image, adding trust symbols, form fields, testimonials etc.

With just 1% conversion increase, the time you invest in the changes is really worthwhile.

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Usability DIY Part 4: Unique Selling Point

Reiterate your unique selling points: What makes you the company of choice within your field?

People need to feel they are getting something of value - a real bargain, a top-quality product. Tell your visitors what makes you and your products unique - and give them reasons why they should never go anywhere else, ever.

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Usability DIY Part 3: Keep It Fresh

When was the last time you changed content on your website? There are two very strong arguments as to why you should be changing the content on your website from time to time:

  1. You will see an increase in pageviews/interaction from your visitors.
  2. Search engines will rate you higher (changing content is always preferred to stale content).

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About this blog

Herein you will find a collection of articles from Siteta on topics of conversion optimisation, website usability, web design and related learning.

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