{"id":53526,"date":"2019-08-28T09:34:52","date_gmt":"2019-08-28T07:34:52","guid":{"rendered":"https:\/\/www.humanlevel.com\/diccionario-marketing-digital\/experiencia-del-usuario"},"modified":"2021-05-31T14:12:00","modified_gmt":"2021-05-31T12:12:00","slug":"user-experience","status":"publish","type":"dicmarketing","link":"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/user-experience","title":{"rendered":"User Experience (UX)"},"content":{"rendered":"

User experience<\/strong>, according to Donald Norman<\/a>, encompasses all aspects related to the end user’s interaction<\/strong> with the company, its services and its products. Don Norman is credited with popularizing this term while working at Apple in 1993 as a User Experience Architect (this was the first time the concept was used to describe a job title). He himself claims that he invented the concept of user experience because the existing concepts such as “human interface” and “usability” were not enough to describe the user experience. all the experiences a person can have with a system.<\/strong> However, there are some older publications that already reflected some concern for user experience on the part of usability engineers.<\/p>\n

Currently, it is known as “user experience design”<\/strong> to the discipline that is responsible for analyze users to discover their needs and design products or services that respond to them.<\/strong> Dedicated professionals are UX designers, although there are many specializations that lead to more specific positions such as UX researcher, UX writer, etc. However, it is worth remembering that the experience cannot be designed, since it is subjective<\/strong> and therefore different for each user. The work of designers will thus focus on creating products following certain best practices and conducting extensive research to try to make that experience as satisfactory as possible, taking into account not only the user but also the constraints or particular requirements of the user. business<\/strong> (sector, strategy, economic viability, etc.) and of the technology<\/strong> (type of digital environment, technical constraints, etc).<\/p>\n

Although user experience as a concept can also include moments of contact with the product outside the digital world, in this article we will focus on the interactions that occur between a user and a digital interface, such as a website or an application. In the following, we will detail some aspects that can influence the user experience in the online world.<\/p>\n

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What the UX depends on<\/h2>\n

The factors related to user experience<\/a> are varied and have to do with the extent to which our site satisfies the user throughout their browsing and even before they start browsing, as we will see below.<\/p>\n

Rich snippets<\/h3>\n

When someone finds us through a search engine, the first contact they have with our website is the one that appears in the search results: title, URL, meta description<\/strong>. Using this option to adequately present the user with the information of the page they are going to visit is crucial, because if it does not correspond to the target page, the experience will be negative and will result in a lower click-through rate on the result itself, or in abandonment.<\/p>\n

Information architecture<\/h3>\n

A correct deployment of the information architecture<\/a> of the site through the relationship of its different content cores will facilitate the achievement of the objective of those who visit our website. Giving a coherent hierarchy to the different sections, from the most generic to the most specific, will promote intuitive navigation.<\/p>\n

Headings and content<\/h3>\n

It is important to present the user with the information they are expecting to find. Therefore, the headings h1, h2, h3<\/a>, etc., as well as the texts, images and other resources used must be in agreement<\/strong> and form a whole around a specific concept. Not only that, but we will also have to take into account the clarity and readability with which these contents are presented: any slightest hint of difficulty in reading an article or news item will be a reason for abandonment.<\/p>\n

Adaptable design<\/h3>\n

It is obvious that <\/span>a user will not have a pleasant experience if, when visiting a website from his cell phone, he finds navigation impossible<\/strong>.<\/span>. This is where the mUX or “mobile user experience”<\/strong> concept comes into play ,<\/strong> which deals specifically with the consumer experience in mobile environments. For example, the fact that a button is not large enough to be clicked with a finger instead of a cursor may cause the user to become frustrated and decide to leave our website just when they were ready to buy. <\/span><\/p>\n

Discharge time<\/h3>\n

We are becoming increasingly impatient: we are getting used to very fast download times, so neglecting WPO (Web Performance Optimization)<\/strong><\/a> of your website will cause your users to abandon it as soon as it takes a few seconds too long to load. Respect your visitors’ time and optimize your website to present the content they are looking for as quickly as possible. If you want to learn how to do it, we recommend you to take a look at our articles about WPO<\/a>.<\/p>\n

Navigation<\/h3>\n

A well-designed navigation will make it easy for your users to move around your website, knowing at all times where they are, where they are coming from and where they are going<\/strong>. Remember that your visitors enter your site with a goal in mind (buy a product, read an article, hire a service, etc.) and you must make it easy for them to get there with the minimum cognitive effort<\/strong> on their part. For example, having a well-optimized internal search engine<\/a> or filters on pages with many products will allow them to find what they are interested in more quickly. Likewise, the user must be able to anticipate where a link will take him or her before clicking<\/strong>, so clarity in the wording of button texts and other hyperlinks is essential. Why write “Go ahead!” if we can inform the action to be taken with a simple “Buy now”?<\/p>\n

Visual design<\/h3>\n

In addition to having an adaptable design, our website should ideally have a coherent and consistent visual identity. This will help to situate the user<\/strong> in the different levels of our architecture, but will also help to detect changes<\/strong>, for example, to make sure that the user’s action of clicking on a button has indeed transported him to another page.<\/p>\n

Safety and confidence<\/h3>\n

In general, being able to convey trust and credibility to our visitors is very important in any Website. However, in certain sectors such as e-commerce, where the user will have to fill in sensitive information such as their credit card number, getting the user to trust us will be decisive in getting them to convert. Implementing HTTPS<\/a> on our site, optimizing our payment gateway and\/or presenting customer testimonials, among other improvements, will help us gain the trust of our visitors.<\/p>\n

UX as a positioning factor<\/h2>\n

Given the growing authority that UX is gaining within the SEO discipline, the User Experience concept should be studied as a subset of essential concepts within the SEO universe<\/strong>. Nowadays, it is not possible to apply SEO without taking into account the guidelines set by UX-focused optimization. If you want to know more about this topic, take a look at the article The importance of user experience in SEO<\/a> by our consultant Mar\u00eda Navarro.<\/p>\n

Proof of this is the Page Experience Report or Google Page Experience Report<\/a>,<\/strong> in which the search engine “provides a summary of the user experience that visitors to your site have had” based on a series of metrics that “will be used as a positioning factor<\/strong> of a URL<\/strong> in the search results”.<\/p>\n

Google takes into account different criteria for this calculation:<\/p>\n