Unmasking the UX Designer


UX design for the web

The world of advertising and product marketing and has changed dramatically since the dawn of the digital age, so what would Don Draper make of a UX designer?

The role of the user experience (UX) designer is still a mystery to some clients. The term is a bit of a buzz word that’s been applied to the practice of web design, so the definition can vary depending on the context. Adopting a user-focussed approach is necessary for the successful design of any interactive system, so how does this apply to the web?

Beyond recently hosted the Reboot event in London where we examined the role of a UX designer in digital marketing. It was all about brand engagement and creating the optimal user-experience online, with UX Designers from John Lewis and The Telegraph presenting some fascinating views on the subject.

People often associate the word ‘design’ with aesthetics and the way something looks, but “good design” needs to work, and that means creating harmony between form and function. UX design is process oriented and context is the key to success. We must consider contextual design elements, such as technology and user habits, which will define the limits and constraints.

Here’s a short compilation of simple tips for successful UX design on the web. It might sound obvious, but the best advice always is when you think about it:

Reduce clutter

If pages are cluttered with too many options and there’s no clear hierarchy, people won’t easily find what they need. It’s better to provide a snippet of information and allow the user to choose if they would like more details.

Minimise effort

Clear and intuitive interface design will help the user navigate through the website more easily. For example, if an interface element is clickable make sure it looks like it’s clickable. Don’t expect people to remember things, implement a system that’s clear or familiar.

Prioritise accessibility

The best functionality is useless if people don’t know it’s there, or if they have difficulty finding it. We’re often presented with a number of options, but prioritisation is the key; the best functionality should use a combination of emphasis and placement to help users access useful content quickly and easily.