What is UX?

You know you need UX for your project, but you’re not quite sure what it is? Follow the guide!

UX stands for User eXperience.

The aim of UX, with its cute little name, is to ensure that even the smallest experience is as pleasant as possible. So whether it’s on a website or an app, or even when shopping or taking public transport, UX is everywhere:

• On a website, we ensure that users have the right information at the right time.
• On an application, the user should not encounter any obstacles to the action they wish to perform.
• When shopping, we don’t put flour with vegetables, for example, and the cheapest products are often at the bottom of the shelves.
• In public transport, it is necessary to position stops correctly in order to serve the public space properly, while ensuring a good distribution of timetables.

Other examples can of course be found, but let’s go into a little more detail about “how it works” and how a good experiment can be set up.

The user at the heart of all projects

At O’Matic, we make it a point of honour to offer end users the best experience possible.

That’s why we start every project by asking you the awkward question: Who are you targeting? If you answer, ‘Um… pretty much everyone between the ages of 18 and 118,’ we’ll immediately guide you towards finding the right target audience for you. You don’t talk to a digital native the same way you talk to a boomer.

That’s why we conduct user research. Our goal is to understand the real needs of your users and the context in which your product is used, and to be as open as possible in helping them fully understand what you are offering them.

A sound foundation for a project that stands the test of time

A project is like a house: if you start with the roof, it’s going to be more difficult… Much more difficult…

By building on sound, well-thought-out foundations, it is possible to create projects of different sizes and with varying requirements. So whether your project is a single-storey house or a high-rise building, the foundations are the first step to success!

At this stage, we do what we call information architecture: we organise the information, i.e. your content, to make it as effective as possible.

For example, if we go back to the example of our house, it is strange to enter through the bedroom. It is not impossible, but it is not the most practical or usual way.

Habits to adopt and re-adopt

When using digital devices, whether on a computer or smartphone, users develop their own habits. If something goes against their habits, they will be required to make an extra effort to perform the action they want.

That’s what ergonomics is all about!

To illustrate, let’s take the example of pressing a button. Depending on where it is located, this button can be used for several things: placing an order, registering, visiting a page, sending a message, etc.

That is why when a designer creates a design, they consider several points:

• Does the button properly resemble a button?
• Is it in a good location?
• Is it understandable?

By answering these questions, the UX designer can ensure that this button will meet the expectations of the previously targeted users.

Accessibility has become crucial nowadays in order to enable people with difficulties to access digital technology to perform tasks that are difficult or even impossible for them.

Ah… tastes and colours!

Once the experience part is ‘finished’, comes the ‘interface’ part, the UI, i.e. everything related to the visual aspect. Visual design plays a very important role in the user experience, as it is what will be in direct contact with the user.

Therefore, the interface must not only be pleasant and appealing to users, but must also meet ergonomic and accessibility criteria. To allow users to navigate freely without encountering any difficulties, it is essential to carefully consider the choice of colours, text sizes, the hierarchy of elements and many other factors.

Of course, the visual design must remain consistent with your brand identity! If your image is predominantly green, associated with ecology, we will not add red, which tends to have connotations of error or danger.

To infinity and beyond!

Once the project design has been created by the designer and approved by you, your baby is handed over to the developer, who will ensure that everything agreed upon is carried out to the user’s satisfaction.

User satisfaction will also, and ABOVE ALL, depend on the speed of the website or application. If the loading time is too long, users will quickly lose patience. That is why, on the web, the recommended loading time for a page should not exceed 2 or even 3 seconds.

The developer shall ensure compliance with current web standards (they shall not develop using a language that is obsolete for some or most users) and accessibility standards.

One for all and all for one!

UX is the responsibility of the entire team, including the client, designer and developer. That’s why at O’Matic, our designers and developers work hand in hand. This ensures that everything is completed on time to satisfy you and your end users.

If you require UX support, please do not hesitate to contact us at undesign@o-matic.ch or via our contact page.