I was recently in a restaurant with a friend, eagerly anticipating a full English breakfast. The waiter asked, how would you like your eggs? Immediately I was almost overwhelmed by the complexity of the question and responded with ‘what are the options’. Oh, I wish I hadn’t had asked.
The astute waiter immediately, and with some pride, began to list the ream of options available:
Hard boiled, soft boiled, hard scrambled, soft scrambled, perfect scrambled, omelette or frittata, sunny side up, easy over, medium over, hard over, just the whites, poached, scrambled, baked, basted, benedicts’ and Spanish style….??!
Who knew there were 17 ways to cook an egg! And Spanish style…?!
It reminded me of the song ‘How do you like your eggs in the morning’ from the 1953 musical “Rich, young & Pretty”.
Anyway, this got me thinking about user experiences (Bear with me the link isn’t that tenuous).
It’s interesting that as consumers we all have our preferences as to how we want to consume information, content, products and buying experiences. Our expectations are often so polarised from the reality however that marketing messages become a barrage of overwhelming options and therefore have a negative impact on the overall experience.
Everyone has different preferences and websites aren’t dissimilar. A beautiful looking website may not necessarily be the most functional. Vice versus if there is too much messaging and choice the user is put off from pursuing the journey and may not even end up with the result they were looking for.
Beauty is in the eye of the beholder
A key principle of marketing I always reference is ‘Keep It Simple Stupid’ or KISS for short. It’s a literal saying to ensure messaging is simple to understand and by stupid I don’t mean necessarily idiotic but humorous. If your marketing messaging is simple to understand as a concept but has an element of humour the consumer it’s a perfect principle of successful marketing, one of which has been the basis of many great campaigns.
But, back to the point, I’m trying to make. Building a functional website that has to cater to a multitude of requirements and expectations is a challenging task. As digital marketers having good User Interface (UI) backed with great User Experience (UX) is a means to convey a far more compelling justification to consumers to purchase from you rather than the competition. More so, it’ll keep them coming back to you.
However, the real essence here is not necessarily about creating beautiful looking websites. It’s the data-driven approach to make certain creative and functional design decisions that ultimately elevates your UX from good, to great.
How do we do this you ask?
Test and learn, test and learn. User testing enables the undertaking of qualitative user research by physically positioning prospects in front of you and your competitor websites and moderating recorded sessions to gather crucial insight. This insight unveils the ‘why’ users behave is particular ways and also determines what are the similarities and preferences of users undertaking specific tasks.
This type of research is critical before any design work is conducted to ensure that the UI delivers upon the objectives it is setting out to achieve.
So, if you’re looking to understand more about your users preferences on your website or looking to learn more about how to form propositional messaging for your products that truly resonates with your audience, get in touch with Insightful UX today.
Oh and PS I went for poached – it’s my go-to when it comes to eggs.