Have you ever judged someone by how they look? Subconsciously we do it every day, not only with people but also food or internet sites. This directly impacts our everyday choices: from a cookie at a bakery to a new car at a car showroom. That is why the look of your website is a key to a good marketing strategy of yours. The user of your website needs only 3 seconds to decide whether he wants to stay there. That is why a site has to be attractive, intuitive, clear and coherent with the company’s image. The results of the largest neuromarketing researches1 which have ever been conducted, confirm that it is not consciousness that plays the key role in selecting products but the senses, subconscious and neurotransmitters (such as serotonin which regulates appetite). To sell a product one needs to take care of not only its exposition but most primarily of the quality and image of it, including its flagships – websites, applications or an online store.
Along with the increase of client’s expectations, the pressure for providing the highest quality content rises. The site has to be well designed and clear, otherwise we risk losing visitors. 38% of people leave a website if it does not look good or the content is not attractive.2 Of course the sole image is not everything, we should add to it its functionality. The loading time should be no longer than 3 seconds and each additional second is a loss in terms of conversion even of 7%. The site has to be well planned so that the visitor does not have any problems with finding the things he is looking for. If he is not able to find them, or the site will take too long to load, then he is going to leave quickly in search of another one, which may be a site of our competitor. If you run an online store, then an ordered, esthetic layout and an intuitive and convenient navigation through the site are your priorities – thanks to them you will make the client visit you again. Nowadays, up to 52.7% of all Internet users in the world are people who use mobile devices. They expect to find contact information, location, products and services in a few seconds.
Each of us wants to have a good experience using products and services, and because the technology is changing rapidly, designing a suitable website or store that is responsive and meets the expectations of customers leads to better sales results. If the user experience is positive, it is more likely that he will return or recommend the product to others.
1 For scanning the brains of the participants a fMRI and an EEG have been used. During the three year project (2004-2007) 2081 people from various countries and continents (for example America, England, China and Japan) have been researched. More than 200 researchers were engaged in the project. The total cost was 7 million dollars. The researches were conducted by Martin Lindstrom who published them in his book titled “Buyology – Truth and Lies About Why We Buy.
2 According to researches carried out by Adobe on 2008 users above 18 years old, “The State of Content: Expectations on the Rise” October 2015.
What is User Experience?
If video do not start please use this link
From Introduction to User Experience Course, Free online course from The University of Michigan on the EdX Platform. CC Personal Non-comercial License Sources:- Martin Lindstrom, “Buyology – Truth and Lies About Why We Buy
- Adobe, “The State of Content: Expectations on the Rise”, October 2015.
- http://masslomap.org/amazing-websites/
- https://speckyboy.com/designing-3-second-rule/
- https://blog.kissmetrics.com/loading-time/
- https://www.statista.com/topics/779/mobile-internet/
Questions:
1. Have you ever chosen any food product because of prettier packaging?
2. Do you know any examples of bad user experience? What is the most frustrating thing?
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
4. Can you present an example of website design that impressed you the most?
1. Sometimes I buy something because of a nice package, but the first thing which im doing is the reading ingredients from the product.
ReplyDelete2. Its a lot of "user experiens" for example:
- the website doesnt work (servers are overloaded)
- problem about web payment (when we want pay by credit card the web payment doesnt work)
- when we get something diffrend than we want to order (fake photos on website)
3. I rarely buy online via my smartphone, only when i must buy something immediately and i dont have acces to laptop. I prefer buy online by latop/pc, because we have much larger screen and we can a looking closer at the product.
4. Seriously, I do not recall any website that impressed me the most.
Sylwia thank you for your response! Check out my favorite website, I was amazed by the first time I saw this:
Deletehttp://www.ohdeergames.com/
1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteIt happens especially with the products that I haven't tasted before - then prettier packaging leads me to buy. I'm also a kind of man who loves eating which is why unaesthetic packaging doesn't discourage me.
2. Do you know any examples of bad user experience? What is the most frustrating thing?
I think all of us know plenty of them. It could be even website of our academy, where we are forced to spend a lot of time to find most practical informations, I mean requirements for thesis. The most frustating thing are missed functions which are essential for a website. Another example - ztm.waw.pl, omitting the design that should be refreshed, it would be highly helpful for people to get the actual timetable including accidents, failures, demonstrations, etc.
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
For online shopping I'm using the laptop only. Sometimes browsing on smartphone, but final proccess of shopping on the computer give me a sense of security.
4. Can you present an example of website design that impressed you the most?
https://my.pottermore.com/patronus
https://paperplanes.world/ - you can check it on smartphone, then send or receive a postcard to/from anybody in the world!
https://predictiveworld.watchdogs.com/pl/ - sign in via facebook and see incredible informations about you
http://culture.pl/multimediaguides/cinema/the-beginnings-of-film/0
Enjoy!
Hi Dominika, thank you for your response. You choose really good piece of work. Those websites are incredible.
Delete1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteNo I never buy things, whitch is better packaging. For me quality things is most important that package.
2. Do you know any examples of bad user experience? What is the most frustrating thing?
On this time, I don't have any examples of bad user experience.
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
I very often buy online, but always I use with my laptop. It is for me more comfortable than use smartphone or tablet.
1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteOfcourse I did it. I do it everyday. I like to have nice looking things and nice looking products. Event when I eat I want to have attractive food in plate.
2. Do you know any examples of bad user experience? What is the most frustrating thing?
There are pleny of good examples. Most of new mobile aplications have these kind of problem. There is menu but we can do things without buy premium account. There are examples where application just dont do what I want to have.
3. How often do you buy online via your smartphone or tablet?
What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
I prefer to buy by my laptop. I feel much safer when I do it this way. I can see url, connection and verify security imidietly. In mobile/table world I cant be sure about it. This give me bad experience.
4. Can you present an example of website design that impressed you the most?
I like to feel the story by video/photos. I saw travelepisodes.com few days ago. This give be big impression. I like the way they show content. Every piece of text or image feet well. When I read it can almost feel like Im there.
1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteI'm trying to choose these products which I know and like. If there is nothing of them, then I choose this from well known producers. And if there is also nothing of them, then I choose by packaging (if there is no other important differences like quality - naturally if it is possible to check it).
2. Do you know any examples of bad user experience? What is the most frustrating thing?
https://guycooksondotcom.files.wordpress.com/2015/06/user-experience-vs-design.jpeg :)
I don't like netia.pl website. It's too heavy for me, with totally stupid workflow and it's impossible to get most important things.
Or wp.pl any website - all of them are blocked totally by any of my ad blockers, so I don't visit them anymore :) They also use click-baits many times, so it's not worth visiting them.
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
I prefer using a laptop. I'm buying via smartphone only if there is no other option. It's less comfortable for me.
4. Can you present an example of website design that impressed you the most?
I like newyorker.com - it's light and user friendly. Without tons of unnecessary features.
Hi Maciej,
DeleteYou have presented the whole truth about user experience! I cannot agree more ;) I like minimalism in websites, but sometimes if you want to make bigger impression you have to make something fresh and new, but you should always remember about user, because website is always for them not for the owner :)
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ReplyDelete1. Lots of times, especially with sweets. When I don't know the bakery and I have no recommendation from friends or family, the look and feel of the place is something that helps to limit the risk. If no one bothered to make it look good, what's the chance it's going to taste good?
ReplyDelete2. Browsing through a site that is not responsive using your mobile device is a pretty poor experience and it happens every now and then.
3. I do some online shopping on my mobile, but I still prefer the desktop experience, it's more reliable and quicker.
4. I was impressed with the website of Amsterdam's Rijksmuseum. It features something called Rijksstudio, where users can explore the museum's collection online, create their own themed albums, for example 'glorious food on paintings' and share it with others. There are over 100000 pieces of art in the online collection. I think it's very creative for a museum to find new ways for people to interact with art.
Modern sites usually are designed to be responsive. I think that in Poland a lot of owners of websites don't understand the need of upgrading the websites to be responsive.
Delete1. Of course, everyone do it :)
ReplyDelete2. Yes, I programming them at work. Below you have some examples of my favurite interfaces.
https://www.branded3.com/blog/top-10-worst-websites/
http://www.globalwebfx.com/10-worst-websites-for-2013/
3. I preffer laptop than smartphone or tablet, because of screen size. On the laptop you can see the whole page, but obviously I do the shopping by phone :)
4. I like pages from http://www.awwwards.com/
This is a kind of competition for the best pages.
Hi Rafał,
DeleteOh my God, some of the examples are of the worst sites are so funny. But I don't think that some of them was created to please user ;) But It was really fun to see.
I know about awwwards hope that some day one of my websites will be there ;)
1. Have you ever chosen any food product because of prettier packaging? Yes, good branding is a reason, why I prefer this cheese, not another.
ReplyDelete2. Do you know any examples of bad user experience? What is the most frustrating thing?
Yes, I work as web designer, so sometimes I must redesign of existing website http://hyperone.pl
http://www.manufaktura-cukierkow.pl/index.php?option=com_content&view=article&id=17&Itemid=13
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
I prefer shopping by laptop is the most comfortable for me, because screen is bigger, than my smartphone. So I have inner sense, that I order what I want :)
4. Can you present an example of website design that impressed you the most?
As Rafał said-http://www.awwwards.com/, sometimes I look for portfolios on behance, and dribble. My vision of good web design is design, which focus on user experience with good sliders, and only useful elements, with good typography and based on good grid.
Hi Natalia,
DeleteI think that Manufaktura Cukierków has not so much bad user experience but more poor web design. Their website have an intuitive menu, but you are not amazed by their website. It's a shame because their branch have real potential to design amazing website :)
1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteOf course, the package of the product is always something that I consider during choosing a product.
2. Do you know any examples of bad user experience? What is the most frustrating thing?
There are a thousands of good examples about bad user experience. Many Internet sites are not prepared for responsive web design, for me this is a big problem in times when we have smartphones and we can buy a product form every place on the world using our phone.
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
I buy products online very often. I don’t like to go to shopping centers where is always a crowd. I prefer to make online shopping on laptop just because it has bigger screen and it is easier to compare may products in one time. But I always use my phone to make online shopping.
4. Can you present an example of website design that impressed you the most?
Now nothing springs to my mind.
1. Yes I have. Especially if have two products which are similar quality and have similar price. As a person who pay attention to details I will always go for something which is prettier. Obviously there’s a limit. I’d never chose packaging or overall look over the functionality or quality ;)
ReplyDelete2. I have way too many examples. But I will chose very general one - common for websites, software in general, but it occurs in many fields and can be related to multiple products. I truly hate feeling of being lost, not knowing what do to next, or how to use product. The interface, the instruction, the design has to be intuitive. Otherwise it will lead to frustration or even anger. User needs to either have clear instruction what to do, or something has to be such straightforward that it doesn’t require any instructions.
3. Few times per month. I prefer using PC. Mobile versions of websites are usually harder to browse and not all of the data is available there. Or even – it might be available, but is significantly harder to reach. For such an obvious reason as small device screen On PC everything is simple, and mouse/keyboard are almost natural way of browsing the internet and big display helps to show/process/analyze/asses a lot of data at once :)
4. docs.google.com – very nice material design, neat animations and platform is not missing any of basic functionalities.
1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteYes, Unfortunately I often buy by eye, not only by brain.
2. Do you know any examples of bad user experience? What is the most frustrating thing?
I often usage Internet on mobile devices in public transport. Many websites are not adaptet for small screens. It is horrible
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
Very often. I have free time at night. then, I can concentrate in good choose (product, online shops etc).
4. Can you present an example of website design that impressed you the most?
Yes, online CV - http://www.rleonardi.com/interactive-resume/
1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteSometimes it do matter, even with books.
2. Do you know any examples of bad user experience? What is the most frustrating thing?
When you can't achieve some task because it's not working properly. Mostly while browsing on mobile. Or when sites load their content too long and it starts "jumping" on the screen.
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
I usually shop via pc. I don't know why I just feel better this way.
4. Can you present an example of website design that impressed you the most?
No I can't recall any. I don't pay too much attention to web design. I just divide them between good and bad ones. I try to avoid second ones.
1. Have you ever chosen any food product because of prettier packaging?
ReplyDeleteYes very often, packaging is very important when it comes to the product itself, it gives a lot of value to it.
2. Do you know any examples of bad user experience? What is the most frustrating thing?
http://uxfail.tumblr.com/ . I work in QA and sometimes developers do some stupid stuff
3. How often do you buy online via your smartphone or tablet? What kind of online shopping do you prefer – via smartphone/tablet or laptop/pc?
Laptop/PC only, i hate shoppnig via mobile devices
4. Can you present an example of website design that impressed you the most?
http://species-in-pieces.com/