Bringing Empathy Back Into Web Design
When you think about the design of your company website, what comes to mind? You may plan for functionality and ease of navigation. You may worry where it appears in Google rankings or whether it’s mobile-compatible. But do you ever consider how visitors feel when they use your website?
It’s time to talk about feelings
Empathetic web design places emphasis on the user’s experience, with your visitors’ insights at the center of your site design. The focus is on what these consumers think and feel when using your product. What do they like and what do they find difficult? How long does it take them to complete a goal, such as making a purchase, and how many steps does it take them to perform a desired action?
Why is empathy important?
If you don’t understand your customers and give them what they want, someone else will. Technology allows businesses to do more in less time, and consumer expectations are scaled accordingly. In short, your customers expect to be dazzled. The good news is, you can listen to your target market, deliver on their needs, and beat your competitors. And incorporating empathy into your web design is one smart way to accomplish it.
How to incorporate more empathy into your site design
As you plan for upgrades to your site, consider your consumers with the following steps:
- Observe users’ experiences. Before you can give ‘em what they want, you must first observe what it is. Take note of site navigation, common issues and difficulties, and how easy (or difficult) it is to perform functions on your site.
- Capture data. Once you’ve observed consumer behavior, you need to put more specifics behind the actions you’ve seen. This could include exactly what difficulties visitors are experiencing or what processes on your site are working as they should. Take time to record observations through video, audio or written notes.
- Analyze data. Analysis helps you form the why behind your data. For example, are carts being abandoned because your site requires too much user information? Are pathways to complete actions long and confusing? Are buttons not in obvious locations?
- Determine possible solutions. Once you’ve identified user pain points, it’s time to brainstorm possible site enhancements. How can you improve the user experience and eradicate any issues visitors are having?
- Implement the best solution. When you have one or more solid ideas for how to solve any site problems, put them to work! You may need to conduct prototype testing of a few theories before you find the solution that works best but remember that trial and error is common in any business when determining an effective solution.
Need help with building your new website?
If you’re on board with empathetic web design, let us help you find the web developers you need deliver the best website to your customers. To learn more about our industry leading staffing services, contact RightWorks today!