Weak interface solutions is one of the modern Internet’s current problems. Users that see imperfections regularly may not notice them, but then they encounter another website that has a better design and realize that the first one was not that good. It is this fact that pushes major organizations to experiment with the design of their website interface and make a complete redesign. Does my website need a redesign? And what tools are used to create an intuitive and user-friendly interface?
The reasons why companies may consider redesigning their website:
1. Absence of targeted traffic
Your site neither attracts targeted traffic nor attracts enough traffic. The lack of targeted traffic is one of the first reasons to change the current website interface.
2. Changing the principles or business objectives of a company
Structural changes in the company's business goals lead to interface redesign. Such changes are especially relevant in a situation where a non-commercial site has to occupy a niche in commercial sites field.
3. The desire to accentuate the content
Websites are often created without the properly structuralized content. For this reason, a huge number of sites are not adapted for users and search engines. The search for the necessary content turns into a test. Content accentuation makes the necessary information easily accessible.
Evaluate your site by these criteria and determine the need for redesign. The process of redesigning is complex, multi-level work that requires a responsible approach at every stage. In the process of developing the first version of the site, you probably did not study the target audience, and the design was not excellent. Redesign is a correction of mistakes and its distinctive features are:
- the research of target audience and development of the user path based on the data provided by research
- the development of target audience-oriented content
- the development of content-oriented interface
The process of website redesign has nothing to do with rebranding. The redesign implies changes to the structure based on the data provided by UX researches.
Where to Start?
You should start the process of redesign by conducting a research of your target audience. Here is the list of some powerful UX tools used to make a full-scale research:
If you have planned to redesign your website, you should focus your attention on the customers that use the site on a regular basis and know the flaws of your interface. The UX designer should conduct user interviews, which sometimes can be of a challenge. The thing is that it is often hard for user to answer the questions about the specifics of interface interaction. This happens because users get used to the interactions with your website and it becomes like a routine for them - no specifics to describe, just the usual automatic actions When conducting an interview, it is important to receive the most detailed information from the user. One way is to conduct a contextual interview.
Contextual interview allows you to combine user observation and a classic interview form. During the user observation, you have to ask him to comment on the actions performed when using the website interface. During the contextual interview, it is necessary to questions, clarify them if needed, and record the answers. Help users to formulate their thoughts in order to get the most accurate information.
Finding Out the Users Personas
An important part of user-oriented interface creation is to work out the user “Persona”. It is a generalized representation of one part of the target audience, the users of which have similar views on your product. When creating a “Persona”, the UX designer should include the characteristics that are common to one group of your clients, according to the researches conducted before.The Personas let you see the possible ways your project can go and may influence the decisions about the website interface. A “Persona” may also simplify third-party interactions that you deal with throughout the project. A detailed “Persona” describes the target audience in a quick and understandable way.
You should conduct a research of users personas in a team, because you can get to know your target audience and use that experience in further interface updates. A creation of “Persona” begins with defining users characteristics that should be obtained in the course of researches (e.g. user interviews, analysis of user reviews). Group the characteristics of “Persona” into clusters and analyze them. Then, exclude the characteristics that are useless for the business and group clusters that include common characteristics together. The clusters should be further personalized, made memorable and realistic.
Specify the information:
- Name, age, gender and a photo,
- Description of activities,
- The experience of using your product and your competitor’s,
- Their goals and problems your website solves.
It is important to remember that it is necessary to create a realistic image - this will help the team to memorize the person they are developing interface for.
You should develop the target audience-oriented content in accordance with the research data obtained.
Content-oriented approach is one of the most popular methodology for website design and redesign development. In this approach, the content is the essence of your website. The design should provide the user with an intuitive and comfortable path to the desired content. Instead of developing a nice-looking UI that has poor layout logic, start developing content that is needed by users. This approach saves you the time spent on iterations, if you have started the redesign with the development of UI. Target audience-oriented content is one of criteria that lets you build the information structure that is intuitively understandable to users. In its turn, the information structure will become a good basis of further UI development that will be aesthetic, authentic and intuitive for the target audience.
Before you start redesigning your website you should consider the project’s budget in order not to use the excessive amount of methods. If the designer knows the budget, he can distribute it among different UX methods in a correct way. Some project may require more “contextual user interviews” with “user observation”, some may require a “usability testing”. In any event, it should be remembered that you should use empathy in order to understand the users to whom you develop the interface for. This is possible only if you research the target audience with UX methodologies and SEO data regularly.
In the course of this article, we have reviewed some simple actions and methods that may be implemented by an UX designer to redesign the website in a quick and efficient way. It should be understood that target audience research is not limited to user interviews and “Persona” creation. The amount of “UX research” methods is full of elegant elements that help designers to make their projects better and better. The main purpose of this article was to unveil some user-research methodologies in UX design and to understand some core principles of developing a well-structured website. The next articles will focus on powerful tools that an UX designer may use to develop an intuitive interface, and what tools should be implemented to keep the constantly changing user needs under control.