May 31, 2023

The world is on the web

Dayna Nairn
7 Communications
Junior Digital Designer

User Experience (UX) design matters more than ever. In today’s fast-paced and interconnected digital world, our lives have become deeply intertwined with the web. From connecting with loved ones, to discovering new products and pursuing knowledge to carrying out work tasks, the online realm has become an integral part of our daily routines.

As a digital designer, it has become increasingly clear that creating a seamless and enjoyable user experience is not just a luxury but a necessity. It’s the key that unlocks success and relevance for businesses and organizations in this highly competitive era. Now more than ever, we need to recognize the importance of prioritizing user experience design in every digital interaction.

“User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”

— Don Norman, Cognitive Scientist & User Experience Architect

A close-up view of a row of hands, each holding a phone and engaging with the phone.

What is UX Design?

It is a complex and multi-faceted field that involves understanding user behaviour, conducting research, analyzing data, and creating prototypes and designs that meet the needs of users. It’s not just about making a website or app look pretty; it’s about designing an experience that is intuitive, efficient, and enjoyable.

At the heart of UX design is empathy for the user. UX designers put themselves in the shoes of their target audience and understand their pain points, motivations, and goals. By doing so, they can design solutions that address real user needs and create a positive emotional connection with the product or service. This emotional connection is crucial in building customer loyalty and trust, and it can help businesses stand out in a crowded market.

Why is UX Design Important?

UX design is a critical component of creating successful digital products and services. By prioritizing user experience design, businesses and organizations can create products and services that stand out in a crowded market and build customer loyalty and trust. UX design can also help businesses stay competitive. By investing in UX design, businesses can create products and services that are not only user-friendly but also innovative and forward-thinking while helping to identify new opportunities and areas for growth. By understanding user behaviour and preferences, businesses can identify unmet needs and develop new products and services that address those needs. UX design is a critical component of creating successful digital products and services. It improves user satisfaction, reduces abandonment rates, increases customer loyalty, enhances brand reputation, increases conversion rates, and reduces development costs. By prioritizing UX design, businesses can create products and services that meet the needs of their users and stay ahead of the competition.

What Does Good UX Look Like?

Good UX design prioritizes the user and creates a seamless, enjoyable experience for them. While many of the apps we use every day on the design team here at 7 Communications (Slack, Figma, and are great examples of thoughtful user experience design, I wanted to share two of my personal favourite online experiences that guide my UX methodology and serve as inspiration to put the user first.

iPhone screen showcasing a to-do list, with an arrow symbolizing the transition of tasks into a daily schedule

1. Apple Maps and sharing an ETA.

As an iPhone user who frequently relies on Apple Maps for navigation, I’ve come to appreciate the thoughtfully designed UX of the Share ETA feature in particular. With just a few taps, I can effortlessly share my estimated time of arrival with my partner to let them know when I’m going to be home, or can make sure my family knows I’ll be late thanks to the stop-and-go traffic on the highway. The interface is intuitive, making it easy to access the feature from a simple swipe up, or I can have Siri do it automatically when I start my route. The clean and minimalist design ensures that the primary focus remains on the essential information, the estimated arrival time and key destination details. It’s a testament to Apple’s commitment to enhancing everyday tasks through intuitive design, streamlining communication, and makes getting around town an effortless and efficient experience.

2. Amie

I’m a huge to-do lister, but I also love time blocking my day to make sure I tackle everything when design requests are always coming in. Amie has found the perfect balance between a to-do list and calendar, allowing you to categorize the items on your list and drop them right into your calendar. It’s the perfect tool for the multi-tasker that loves a beautiful, clean interface that doesn’t try to bog down the interface with features.

A hand holds a phone, capturing a holographic display of a decorative item on a desk through the phone's camera, highlighting augmented reality technology.

What is the future of UX Design?

1. Responsive Design

Users relying on mobile devices on a regular basis. They expect to be able to achieve everything they would be able to on a website on a smartphone or tablet. Smaller devices mean less screen real estate. It’s critical to ensure your user experience isn’t being sacrificed and that your content remains accessible at all sizes.

2. Augmented Reality and Mixed Reality

With advancements in AR and MR technologies, the future of UX Design will likely involve creating immersive and interactive experiences. UX designers will need to consider the spatial context and physical environments in which users interact with digital content. This could involve designing AR interfaces for mobile devices, smart glasses, or even holographic displays. The challenge will be in seamlessly integrating digital elements with the real world while providing intuitive and meaningful interactions.

Abstract digital pattern created through pixelation, featuring a dynamic arrangement of digitized lines and geometric shapes.

3. Personalization and Adaptive Experiences

As user data and machine learning algorithms continue to advance, UX Design will move towards delivering highly personalized and adaptive experiences. Designers will leverage data-driven insights to understand user preferences, behaviour patterns, and context to create tailored interfaces and content. This could involve dynamic content delivery, personalized recommendations, and adaptive interfaces that automatically adjust based on user preferences and needs. The focus will be on delivering relevant and meaningful experiences that cater to individual users’ unique requirements.

Two people immersed in virtual reality experiences, wearing VR goggles that cover their eyes, engaged in a virtual environment or simulation.

While there are infinite resources available that are filled with techniques for gathering user feedback and insights, and how to parse that user data to better inform UX decisions, I’m often inspired by the incredible work being done by the design teams at Spotify and Airbnb. You can find articles written by their teams on a range of topics including designing an inclusive product and effective UX writing.

So, whether you’re a seasoned UX designer or just learning about UX for the first time, put the user first and strive to create products and services that delight and engage them. With the right mindset and a dedication to continuous learning, you can create user experiences that stand out and make a lasting impact on your users.

Want to learn more or chat through how an improved UX experience can assist you and your business? Give us a call or start a conversation here.