Switching Up Your UX/UI

While UX/UI is not a new concept, the buzz has substantially increased within the past 5 years. UX is defined as the process of enhancing customer satisfaction and loyalty by improving the usability, ease of use, and enjoyment provided in the interaction between the customer and product. While this has been prevalent within every industry since the 1940s, the expansion of mobile and web usability has made this more relevant than ever. 



Every organization wants to know – how can we improve UX for our customers, and be known as the most valuable agency? How can be the company that users go to, with the best experience across all platforms? 



To optimize web usability, determine what changes you believe would be effective for the image of your brand and company. Depending on the company, switching tactics can have a negative effect on your image – well-recognized brands like Amazon could harm their character and turn off customers who feel as though the company lost its focus, or no longer harbor positive associations with the brand. (loyalty can be connected to consistency)



Consult with a design agency to brainstorm on how large of a transformation is needed for your business’ UX/UI. Ask yourself questions like:


  • What type of structure do I want my site to have?
  • Is my website design efficient and is the layout easily navigable?
  • Does my website have a pleasing design and display my company’s vision clearly?
  • How can I best connect with my users – what is important to them, and how can I provide it?
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Worried that your audience will reject your new UX/UI? As with any change or transition, allowing your viewers to slowly acclimate to your new web design is considered to be most effective and smooth. You can implement adjustments without affecting the flow of an established UX/UI (one that has already resonated with viewers, or that runs parallel to your company’s voice)- if done properly, and slowly, then the change will be easily absorbed by your readers and viewers. 



    If there is a sudden upheaval and difference within the site, it can change the way your followers and customers look at your company and usability. Imagine if Nike suddenly abandoned their iconic “swoosh” image, and opted for a thumbs-up sign instead. Would thousands of customers continue to purchase the sports equipment and products, with this abrupt brand redesign? 





    Ultimately, a slow, smooth and consistent transition will be most easily absorbed within the user experience. Communicating with your audience and receiving feedback can also empower your readers and make them more comfortable with current and impending change within your site and brand. Any revisions and website transition is difficult to process – working with your customers will make the experience more enjoyable, efficient and productive for everyone!

    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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