Top 10 UX Mistakes Most Companies Don't Realise They Do...

UX or User Experience is a critical factor that determines whether a user will remain on your website/ app and convert. There are some classic UX mistakes that most companies, big or small, do not know they are making. And these lead to higher bounce rates, waste of resources and poor ROI.

Product – Experience Mismatch

When users/ target audiences think about a brand or a product, they have an expectation of its look, design and functionalities, known as the mental model. In all likelihood, the experience will be different when they actually use the product/ app/ website.

However, the problem arises when the expectations and the actual user experience of the product/ website/app are starkly different and even conflicting that the user bounces.

Developing Apps/ Websites from The Business POV

Apps/ websites/ products must be user-centric while establishing a strong brand identity. While most businesses understand that they need to write copy from the customer POV, they do not follow the same principle while designing their apps/ websites.

Good UX design reduces time, money and hassle costs for users while increasing engagement and conversions for businesses. And user-centricity must be the underlying consideration throughout the designing and testing processes, not just at the beginning.

No Clear Value Proposition

When users do not have clarity on the value proposition, they will drop off. So, the website copy, the features and functionalities and the entire look and feel must clearly communicate the value proposition to the customer.

Remember not to follow your competition too closely and jump into every new trend bandwagon. These are counterproductive.

Prioritizing Creativity Over Performance, Clarity and Ease of Use

No doubt, the creatives, look and the neatness of your UI are important. Tiny fonts and gaudy designs are off-putting to users. However, the need for creativity and beauty must not trump clarity, ease of use and performance of your website/ app.

Users may forgive aesthetic flaws. But slow, shoddy and/or complex websites are rarely forgiven, and this is evident from the high bounce rates they have.

Too Many/ Too Few CTAs

Powerful and compelling CTAs (Call to Action) are necessary for lead generation and user engagement. When there are too few CTAs, companies lose golden opportunities.

However, too many CTAs irritate the user. No one wants to be held captive in a ‘click and scroll jail’ with near impossible navigation as they get flooded with pop-ups, notifications, ads and dialog boxes.

Overemphasis on Engagement

The overemphasis on user engagement is leading companies to make mistakes that are eroding UX:

• Adding too many big images that slow down the website/ app
• No respect for the user's time – the users have to spend endless hours to get the information they need
• Including music and animation that can be very irksome
• Flooding users with emails and notifications
• Taking early feedback or focusing too much on feedback

Too Many/ Long Forms

Nothing hassles users more than having to fill out too many and/or lengthy and convoluted forms before they can gain access to certain information/ functionalities.

Testing with Only Ideal Users

Testing is important to understand how the app/ website works in real time. However, testing them with only your ideal users or target audiences is counterproductive. It may make your website/app inaccessible and complex to other kinds of users.

Technology as A Barrier

Technology must be an enabler of hassle-free UX. Whenever you want to include latest and complex technology, consider how it will impact usability and UX. Check if the functionality:

• can be used without handholding
• does not cause bugs and errors
• does not slow down performance

Not Mobile Optimized

Responsive design is the way to go. If your website/app does not automatically optimize to the device on which it is opened, it erodes UX majorly.

Steer clear off these 10 UX mistakes to craft authentic and seamless experiences for your users.

Not sure if you are making these UX mistakes? Don’t know how to rectify them? Get in touch with a UX design expert today.

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