Evaluating UX: Effectiveness

Companies are constantly looking for ways to improve upon their current user experience plan and increase a positive relationship with clients and users. But how can they determine if their current plan is working, or what they should change (if anything)? There are three points that measure the user experience in a way that will allow for organizations to test for usability success. The first of these points is Effectiveness, which is a method of attempting to understand how users are able to interact with a system.

How users will be about to navigate and explore your site is crucial to research in your site development process, as well as how well they will use it. Web users have become accustomed to specific interface elements, so organizations are advised to remain consistent with their choices, layout and overall interface design choices. The human brain embraces familiarity, and will feel more positively to an interface that they already know, or find to be intuitive and easy to use.

The above mentioned choices include elements like what a users can do with their mouse, finger or stylus to interact directly with the interface (like pushing buttons and moving items across the screen) and what sort of directions a user can give to connect with the interface as well (as in, copy-pasting content if necessary). Users may also derive meaning from the appearance of the interface in order to see how different processes function (like color, size or shape of a particular button or call-to-action).
By observing the user satisfaction with these elements, a company can determine if any changes need to be implemented in order to improve upon that experience. Some colors are deemed as too aggressive for users, or not noticeable enough to draw any attention (which can be a crucial point if a muted color or uninteresting typeface is used for a call-to-action or piece of important information).

A question to ask yourself is: What indications can I give to my users about what will happen once they complete an process? Your audience will appreciate a set of clear instructions and direction before they complete a form, submission or call-to-action. Include any necessary constraints in order to prevent any avoidable errors in order to allow the user to move forward with their expected action.

The main goal when designing a phenomenal user experience is to build and solidify your relationship with users and audience – by implementing the proper steps to ensure effectiveness, an organization stands to reap the benefits in both the short and long term. An excellent user experience will increase positive feedback and word-of-mouth, and will give you the pride of providing that constructive experience for them. 

The other two points (Efficiency and Satisfaction) will be discussed in the next few blog posts.

Esther Gutkovsky

Esther is a Content Strategist at ArtVersion Interactive Agency. She first discovered a passion for marketing while studying brand management – since that moment, Esther has rejoiced in using her creative and writing skills within a field that allows for limitless self-expression and ingenuity.

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