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    What does UX design mean? And what does it have in common with online marketing? Below I describe the complete basis of UX-design. The relationship with User Research, User Testing and conversion optimization, visual design and interaction design, and how these disciplines can reinforce each other.

    The abbreviation UX stands for user experience. It’s about the way someone – a user – experiences a product or service. This can be: how you as a user find your new Nikes walking, or how you experience the queues at the Albert Heijn, but also how easy it is for you to find and buy that one special pair of jeans on the website of the provider, which you just saw on TV. It all sounds simple.

    This article is written by Tilt Amsterdam, Creative Studio in Amsterdam.

    But it’s a bit more complex than that. UX design is a design process. And in that process we learn to understand the needs of the user, so that we can incorporate them into the design of products and services. In this way, we always create an even better experience for the user.

    This is how the UX design process looks very simplified. It is an iterative (a repetitive) and continuous process that consists of: user research, designing and building.

    UX design process

    UX design is a broad discipline, because each process involves many different things. Just take the different types of research that you can let loose on the process of user research. UX design is not limited to creating the wireframes, an association that people often have in their minds with the term ‘UX design’. It extends to research, testing, various forms of visual design and when it comes to the online user experience: knowledge of web techniques.

    One product is not the same as another, and that also applies to services, of course. As an UX designer, it is therefore strictly forbidden to lump all users together. From here on, I will limit myself to my specialty: the experience of the online user. Think of websites, web applications, converting pages, online campaigns and apps.

    UX design aimed at the experience of the online user is a combination of three important elements: the appearance, the feeling and the usability (ease of use).

    The elements are inextricably linked. If one of these things is not well organized, it is at the expense of the total experience of the user. This total experience continuously plays a role when you, as a user, decide whether to buy something in a webshop, or when you download an e-book from a page. It determines your perception of a brand, how much time you spend on an app, etc.

    It is logical, where a lot of attention is paid to building a good experience, users buy more products and services and the threshold for a larger amount of time is much lower. It is not for nothing that the American research bureau Forrester concludes that 72 percent of the companies (that they researched) say that improving the overall customer experience is their top priority and that technology plays a very important role in this.

    This article is written by tiltamsterdam.com. Creative Studio in Amsterdam.

    Now that you know what UX design is and what it needs to do, we’ll take a closer look at the other disciplines and work areas that fall under the umbrella of UX design. And how UX design relates to online marketing.

    User Research, User Testing and Conversion Optimization
    UX design always starts with User Research, the user research. Who are the users? What are their needs? A development that stems from user research and is currently incredibly trendy is, for example, online personalisation, in which a user experience is tailored to an individual user. If a user feels recognized and served by his personal preferences, there is a much greater chance that he will return via the same online channel.

    In addition, the focus is also on the company or brand that communicates with the user. How well known is their brand? What identity does the brand want to convey? How do their current, digital communication channels perform?

    In the research phase there is a range of methods to investigate all these issues. Think about, among other things:

    Mapping types of users with personas, so that we know who we are dealing with and what their motives are.
    Use measurements in the current communication channels, so that later in the process we have a reference to which we can compare (differences in) user behaviour.
    Surveys and other survey-like tools, to find out more about the current experience and to collect suggestions from the user.
    Testing of users and the designs in different phases of the process, with the aim of optimization based on significant results / data. You must have heard about A/B testing!
    Inventory of marketing data that is already available, because marketers have often already collected a lot of data, such as conversion and demographic data.


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