User Experience Trends and Best Practice in 2014

15th October 2014


A simple but common misconception is that a website exists for its owner.

Whilst it’s true that the website is owned and maintained by the owner and that the owner is the primary long-term beneficiary of a successful website design, the website itself exists for its users.

This has a huge impact on the way that we design and develop websites. By focusing on the end user we achieve a win-win: the people using the site get what they’re looking for, and the website owner benefits because he has successfully connected with his target audience.

One of the best services that we have to offer our clients as a leading UK web design company is the ability to test and improve a website’s user experience. Whilst design often plays an important part in improving a website’s usability, the first step is always to identify areas that need improving.

Here are 4 examples of steps that you can take to identify user experience trends and best practice in 2014. If you’d like to find out more about working with us to improve your user experience then please don’t hesitate to contact us today.

1. Ask Your Staff

Your employees will be the ones administrating the site, handling any issues and updating content and product pages. They will be the first to appreciate the limitations and shortcomings of your website, however minor. If your employees are proud of your site then they’ll be keen to share it with family and friends and will maintain the site with greater energy and motivation.

2. Interview Your Customers

You should pay particular attention to those that have been using the site for a while. They’ll be grateful that you’re taking the time to consider their experience when using your site. Behind one customer’s suggestion of ways to improve your website could be 100 more frustrated users who will benefit from the changes.

3. Analytics: Study the Data Carefully

If you’ve been running Google Analytics or a similar program then you may well have reams of data that tell you exactly how visitors are using your website. Looking at this carefully – or at the very least giving your web design agency access to the stats – will help you identify areas of the website that are working well and find any weak links. If visitors are leaving a particular page in their droves then you might need to improve call-to-action and ultimately your conversion rate on that particular page, for example.

4. Compare Your Website to Your Vision Statement

A simple exercise to establish how well your website design fulfils your vision is to take two blank sheets of A4 paper. On the first you should write down your vision statement and any key messages that you want visitors to your website to take away. On the second you should write down what messages and values you see when you browse your website. Even this simple task can help to identify potential areas of frustration for customers where your messages and vision don’t correlate.