When someone visits your website they should feel welcomed. They should feel like they are at home.
They should feel at ease. This is achieved through a good user interface (UI) design. The last thing you want is for people to experience negative emotions and feelings when they visit your website.
What is UI?
UI is how a website interacts with the user: it’s the features of a website that people use to get around and understand how it works. It has nothing to do with beauty or aesthetics – It’s more about usefulness in delivering your product to users of your website.
As a general rule of thumb, there are ‘4 E’s’ of good UI design:
- Easy to use
- Easy to understand
- Effective for end-goal (buying your product)
Good v Bad
There are some universal traits of good and bad UI’s that are shared across all kinds of websites.
Traits of a good UI:
- Intuitive – people can feel their way around quite easily
- Familiar – even if people visit your website for the first time, they should feel like they know how it works
- Leading – the best UI’s will lead people from point to point, moving them along their journey to their ultimate goal: buying your product
Traits of a bad UI:
The only fool-proof way to ensure a good UI is to test your website. Your designer will have carried out some basic testing anyway but to really tailor your website to your needs and the needs of your audience, it is really necessary to test it out.
A website with a good UI should make people feel comfortable, providing all the necessary information they need at that point to make a decision about what to next. It shouldn’t be a struggle to use and find out where to go next. If you keep the 4 E’s in mind and test your website you should be well on the way to having a good UI.