UX is critical to the success or failure of a product in the marketplace, but what do we mean by that value? UX is often confused with usability, which describes to some extent the ease of use of a product. In truth, UX as a discipline started with usability – but now the concept has taken on something more meaning. Therefore, it is very important to pay attention to all aspects of UX in order to make a product successful.
There are 7 factors that, according to Peter Morville, who has written several bestsellers, determine the user experience:
– Ease of search
Let’s take a look at each factor and its meaning separately:
If the product is useless then why is it needed at all? Lack of purpose = lack of competitiveness. It is worth noting that everyone has their own “usefulness”. Some may consider things that bring fun or aesthetic pleasure to be practical.
Thus, a computer game or sculpture can be considered as such, even if it does not achieve a goal that others consider significant.
Usability is about empowering users to effectively and efficiently achieve their goal with a product. A computer game that requires, for example, a keyboard and 2 mice is unlikely to be usable. At least until the person has a third hand.
Naturally, any non-usable product can be successful, but, obviously, much less likely. The inconvenience of using at a subconscious level is associated with the earliest versions of a product. As an example, we can take MP3 players, which gave way to the more convenient and functional iPod.
Ease of search
This clause implies that the product should be easily accessible, and in the case of a digital and informational nature, it should be easy to find content in them.
If you can’t find a product, you won’t buy it. If you took a newspaper and saw that all the articles in it are randomly scattered across the page, and not divided into columns such as Sports, Entertainment, Business, etc., then you most likely decide that it will be inconvenient to read such a newspaper. Making it easier to find is vital to UX.
As Randall Terry said, “If you deceive me once, shame on you, if you fool me twice, shame on me.” Modern users won’t give you a second chance to cheat them – they can always choose another product that they consider more reliable than yours. Reliability refers to the user’s ability to trust your product. Not that “Works and well”, but also that the information provided will be accurate. It is almost impossible to create good UX if the user thinks that the product creator is a cheater or a clown with bad intentions.
Both Skoda and Porsche make cars. They are useful, easy to find, trusted and appreciated, but Porsche is more desirable than Skoda. This does not mean that nobody needs Skoda: they sell a lot, but if you had a choice: a brand new Porsche or Skoda for free – which would you choose?
Desirability is expressed in design through branding, image, personality, aesthetics and emotional design. The more we desire a product, the more likely it is that the person who owns it will brag and induce similar desire in others.
Unfortunately, accessibility is often lost when UX is created. Accessibility is about providing users with an experience, including those with disabilities such as hearing loss, visual impairment, and poor coordination.
Design for accessibility is often viewed as a waste of money by companies because it seems like people with disabilities are in the minority. In fact, in the US, at least 19% of people have a disability.
This is every fifth user who may not use your product if it is not available!
It’s also worth remembering that when you “design for accessibility,” you may realize that you have created a product that is easier for everyone to use, not just people with disabilities. Don’t neglect accessibility in UX!
Finally, affordable design is now a legal obligation in many jurisdictions, including the EU. Failure to provide such design is punishable by fines. Unfortunately, this commitment is not being fulfilled as often as it should be.
Finally, the product must have value. It should benefit the business that builds it and the user who buys or uses it.
Designers need to remember that value is one of the key factors in buying decisions. Obviously, a $ 100 product that solves a $ 10,000 problem has a better chance than a $ 10,000 product that solves a $ 100 problem.
The success of a product does not depend only on usefulness and usability. Products that have been designed with all of the above factors in mind are much more likely to be successful in the market.