The magic of interface design or UX as a science?

Today, according to Google, there are more than a billion different sites on the Internet, which are not only an advertising tool, but also a tool for automating any processes, carrying out online trading, etc. In addition to websites, there are a large number of different applications on the network for mobile devices, PCs and SmartTVs. In this regard, a business has a new task, which is not only to attract new users and retain old ones by offering them a unique design. Now there is a need to show users a convenient environment in which everything is done in a matter of clicks. Therefore, interface design can be classified as a scientific direction, and designers - not as artists, but as engineers who, with the help of design, must answer the user’s questions “how?” and why?" it must interact with the interface.

Thus, we introduce the concept of UX (User Experience) design, which is actually responsible for the ease of use of the interface.

Main components of UX:

convenient location and clear designation of navigation elements. The interface should not have unnecessary buttons. For example, some resources contain on the first screen (main page) buttons/links for transitions to secondary sections, which leads to the risk of the user going to the wrong place. If such buttons do not contain text, but consist of icons, then they should be intuitively understandable to humans. For mobile applications, Google and Apple have developed entire guidelines (instructions for designers), which are not necessary to blindly follow, but are worth adhering to;
clear and logical scenarios of user behavior on the resource. This point is especially important for both the business that owns the resource and the user. An excessive number of clicks, transitions and other actions can distance the user from the goal the business needs, or he will simply become confused and will not be able to fully use the functionality of the web/mobile application;
response to user action. Let's give a simple example. When the user clicks on a button that is supposed to download something, a loading indicator must be displayed, otherwise the user will decide that the application is not working and will close it.

It is worth noting that most often, especially if it is a start-up, it is impossible to predict all the subtleties of UX. In order to determine the correct interface structure, it is necessary to conduct split tests. A UX split test involves testing different interface architectures over a long period (usually a week or more) and choosing the most optimal one. This approach will also be useful for those who are planning to launch contextual advertising in the Google and Yandex search networks, since advertising must be profitable.
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