5 Ways to Improve Your User Experience

by Silvia Mazzetta Date: 09-04-2020 ux userexperience webdesign webdev design

As a brand, UX is incredibly important when it comes to keeping your customers happy and on your site. Afterall, the longer they are on your site, the more likely they are to spend, and the more likely you are to hit your targets and KPI’s. Also, the better the experience your customers receive, they'll probably choose you instead of a competitor time and time again.

It seems that some brands are not putting UX first and are still using dark UX patterns to get what they want from consumers.

But, what are dark patterns?

Putting it simply, dark patterns are deceptive designs used online to encourage consumers to take certain actions that work in a brands favour. These designs limit people's choice to do what they want online and lure them into doing things they didn’t intend to do.

A number of deceptive tactics are used to help brands meet their objectives and KPIs whilst paying no attention to the needs of the consumer. This practice is so common that it is likely that almost all internet users have encountered some type of deceptive behaviour.

A new report released by design agency Xigen, has revealed what consumers are really looking for when it comes to their journey on a brand's site as well as what they really think about dark patterns. We have used the data to put together 5 tips brands should use to improve their user journey...

1. Be transparent

Consumers are looking for transparency when it comes to navigating their way through the website of a brand. According to the report, 36% of consumers consider honest and open terms and conditions as one of the most important things they look for.

Using dark UX tactics such as ‘Sneak into Basket’ and ‘Hidden costs’ that deceive customers is never going to work in your favour - especially in the long run. If a customer feels that they are being tricked or deceived, they are likely to go elsewhere to get the products or services they are looking for.

2. Keep it simple

Almost half (45%) of UK consumers cited an easy user experience as the most important feature a site needs to provide, so there is no need to add in these extra hoops for your customers to jump through.

If brands stopped using the Roach Motel tactic, it would make things a lot easier for consumers. This tactic is used to make unsubscribing from a brands service - whether that be a newsletter or a premium subscription - more difficult than it really should be. This is an incredibly common dark pattern, and over two thirds (68%) of people think that brands purposefully make it difficult for them to unsubscribe from their online services.

3. Stay within the confines of the law

Whilst Roach Hotel isn't actually illegal, a staggering 90% of people said that they believe it should be made illegal for brands to purposefully make it difficult for people to unsubscribe to online services.

However, some brands are actually breaking the law. Despite GDPR coming into force not so long ago, it seems that some brands are still signing consumers up to newsletters and services without their permission, which, once GDPR came into play, became an illegal practice. Implementing processes such as this is highly unlikely to win customers over, if anything it will push them away from choosing your products and services.

4. Don't be actively obstructive

When a consumer heads to a brand's site, more often than not they know what they are going for, their visit to the site has purpose. One thing they don’t want it to be obstructed when working their way through the site to get what they want.

An example of this obstructive behaviour is a pattern called ‘Price Comparison Prevention’ where a brand will purposefully make it difficult for a consumer to compare the price of an item to another similar item, therefore making it difficult for them to make an informed decision on which they would like to buy.

One way retailers do this is by creating product bundles which make it difficult to determine the price of individual items within the bundle, making for quite a frustrating experience for the consumer. According to the report over half of people (61%) said that a frustrating experience on a brands site would make it either ‘somewhat unlikely’ or ‘very unlikely’ that they would ever return and use the retailers site again.

5. Reconsider the way you use ads

There is a lot to be said about ads on sites, they come in many different forms and with many different annoyances.

One example of where ads are used in a deceptive way is a common dark pattern known as ‘Bait and Switch.’ This is a tactic that many of us will have encountered, and for some far more than just the one time. An example of this is when a pop up ad appears with the ‘X’ in the corner, the consumer clicks this expecting the ad to disappear, instead by clicking the ‘X’ the customer is redirected to through to what the pop up was advertising.

Interestingly the report reveals that for 42% of people pop-up ads are the most disliked website feature, so if this isn't a wake up call for brands to change their ways, we don't know what is.

Illustration vector created by stories - www.freepik.com

by Silvia Mazzetta Date: 09-04-2020 ux userexperience webdesign webdev design hits : 860  
Silvia Mazzetta

Silvia Mazzetta

Web Developer, Blogger, Creative Thinker, Social media enthusiast, Italian expat in Spain, mom of little 6 years old geek, founder of  @manoweb. A strong conceptual and creative thinker who has a keen interest in all things relate to the Internet. A technically savvy web developer, who has multiple  years of website design expertise behind her.  She turns conceptual ideas into highly creative visual digital products. 


Related Posts

    WSL2 is released to run Linux distributions on Windows

    If you are reading about this for the first time, the Windows Subsystem for Linux is a kind of virtual machine that allows you to run the Linux terminal on…

    Parenting, pandemic and UX: Learning from design of experiences

    After the quarantine, many of us have had to adapt our work and personal routines to the new remote paradigm. As a mother, I decided to share some things I've learned. We've…

    Neumorphism (aka neomorphism) : new trend in UI design

    This area, which arises from a basic human need, such as the urge to communicate, is constantly changing thanks to the advances of the technological era. Today, we invite you…

    Linux For Dummies: Permissions

    In the previous articles I made a short introduction to the Unix world and in the following article I have dealt with the basic commands for the file system management. Today we are…

    The exciting story of JavaScript (in brief)

    Javascript is a client-side programming language that has changed the Internet as we know it today. The term "client side" means that it runs on our web browser without the…

    JavaScript. What's new in ES2020?

    As we discussed in our article about the ES2019 features you should try, ECMAScript's proposals will continue to grow and give rise to new implementations. Therefore, you can already access the…

    Linux for Dummies: Ubuntu Terminal

    I introduced in the previous article, available here, the basic concepts concerning the Linux world. Today we are going to have a look to some basic operations that we can perform…

    Linux for Dummies: Introduction

    If you have thought about migrating from Windows to a Unix operating system, or Linux specifically there are things you should know. The goal is to give essential information (and…

    The Truth About Building Your Own Website

    If you have your own business, or you are working towards launching one, chances are you’ve thought about building your own website. A strong, professional website is essential for businesses…

    What is Webpack and how does it work

    WebPack is basically a packer of modules or module bundler, but thanks to one of its components, the plugins, can be used as tasks runner, ie we can do tasks…

    Implementing Quicksort algorithm in Javascript

    We've been wanting to write an article about sorting algorithms for some time now because sometimes we forget how useful they can be when we want to optimize our code. So…

    Javascript Arrays - Immutable functions

    In these years, we have been playing with React, which has allowed us to deeply explore Javascript and concepts such as functional programming. This has led us to study concepts such…