The Importance of User Experience: How Design Impacts Behaviour

A user evaluating a mobile app experience

Good design doesn’t only make a website or mobile application visually appealing, it’s the cornerstone of a business’s digital success. Design directly impacts how users interact, engage and make decisions. A key factor to consider when designing (or re-designing) a website or mobile application is understanding how user experience (UX) design shapes user behaviour.

This article explores the importance of UX design and effective design elements, which will be helpful when looking for digital product design services.


What is User Experience?

User experience design (UX) involves creating visually appealing and functional interfaces. It’s about engineering environments that resonate with users emotionally and motivate continued engagement. Good UX design seamlessly blends usability, navigability, functionality, reliability and aesthetics to create intuitive interactions between users and digital products. Not only does it work to meet users needs and expectations, but it anticipates them, which helps enhance their overall satisfaction and loyalty.


Elements of Good UX Design

When it comes to designing for great user experience, several key elements come into play:


Usability: Simplifying the Path to User Satisfaction

Usability is at the core of effective user experience design. A user-friendly interface that’s easy to navigate and understand isn’t just a nice-to-have – it’s essential for ensuring that users can achieve their goals with minimal effort and frustration. Intuitive design plays a crucial role in this, as it helps to eliminate barriers that might prevent users from fully engaging with the application.

Enhanced usability also translates directly into business benefits. Applications that are easy to use have higher user engagement and retention rates. This can lead to higher conversion rates and, ultimately, a stronger bottom line.

In an example from one of our previous projects for a client in the automotive sector, we observed a 30% increase in registration conversion rates after implementing the onboarding journey on their mobile application. This is a clear indicator of improved usability.

Account registration flow in an onboarding journey

Navigability: Steering User Experience Towards Success

Effective navigation design guides users through the application, helping them find what they’re looking for quickly and efficiently. Logical navigation structures and prominent calls-to-action encourage exploration and engagement.

A common approach the Appsynth design team adopts is methods such as card sorting and user interviews. Card sorting during the design phase helps to map out the navigation path. Typically, findings from these sessions are further validated through usability testing, where designers observe real users attempting to complete certain tasks. Gathering feedback from real users enables designers to make adjustments to ensure the final navigation feels natural and effortless.


Functionality: The Backbone of User Experienc

Functional design ensures that digital products perform reliably and efficiently across various devices and platforms. This is essential for building trust and confidence. Functional design extends beyond the interface, taking into account aspects like backend processes that could affect user wait times or the crafting of error messages. All elements should be designed to help users recover and proceed with minimal confusion.


Aesthetics: More Than Just Good Looks

A web designer at work

Visual appeal plays a significant role in user engagement. Visual design influences the user’s perceptions and emotions, shaping their overall experience with the application. Thoughtfully crafted interfaces that are visually appealing, cohesive and on-brand create positive first impressions and promote a sense of trust and credibility.

A few key elements of aesthetic design include consistency, which reinforces familiarity and reliability; visual hierarchy, which helps guide users to the most important information or actions; and accessibility and inclusivity, ensuring visuals are clear and distinguishable through adequate colour contrasts and legible typography.


Reliability: The Foundation of Trust and Loyalty

Reliability is key to building trust and loyalty with users. Reliable design instils confidence in users by delivering consistent and error-free interactions. Having robust testing processes and quality assurance measures ensures that digital products perform as expected. Rigorous testing processes ensure that applications are bug-free and perform consistently across different devices and platforms. As standard practice for every project, before launching new software or applications, engineers and QA teams use a combination of automated and manual testing to ensure that every element of the application not only functions as intended but also contributes to a seamless user experience.


The Psychology of User Experience

User experience design is deeply rooted in understanding human psychology and behaviour. Here are examples of how design elements impact user behaviour:


Visual Hierarchy: By organising information and visual elements in a way that guides the user’s eye to the most important content on the screen, designers can influence where users focus their attention and what actions they take next.


Consistency: Consistent design elements such as colours, fonts and buttons help users become familiar with the interface, reducing cognitive load and making it easier for them to navigate the application.


Feedback: Providing immediate feedback for user actions (for example, after clicking a button or submitting a form) reassures users that their inputs have been acknowledged and processed.


Simplicity: Simplified interfaces with clear and straightforward navigation prevent users from feeling overwhelmed, making it more likely for them to complete desired actions without frustration.


Emotional Design: Incorporating elements that evoke positive emotions can enhance user satisfaction and loyalty. This can be achieved through thoughtful use of colour, imagery and micro-interactions that delight users.


A software UX/UI designer looking at wireframes

10 Proven Design Tips for Better User Experience

Implementing these design tips can make an immediate difference to your application’s user experience:

  1. Simplify Navigation: Ensure that users can easily find what they’re looking for with a clear and straightforward navigation structure. Use intuitive labels, organise content hierarchically, and minimise the number of clicks required to reach desired destinations.

  2. Prioritise Mobile-Friendly Design: Optimise your application for mobile devices to cater to the growing number of mobile users. Use responsive design techniques, ensure touch-friendly interactions and consider the unique constraints of smaller screens.

  3. Use Consistent Design Elements: Maintain consistency in design elements like colours, fonts and buttons to create a cohesive and familiar experience.

  4. Optimise Load Times: Optimise images, leverage caching techniques and minimise the use of resource-intensive elements. This helps to reduce load times and bounce rates, improving your application’s performance.

  5. Implement Clear Call-to-Actions (CTAs): Use prominent and action-oriented CTAs to guide users towards desired actions. Make CTAs visually distinct, use compelling text and place them strategically to encourage engagement.

  6. Provide Feedback for User Actions: Ensure that users receive immediate feedback for their interactions to confirm that their actions have been processed. Use visual cues, animations or messages to acknowledge user input and keep them informed.

  7. Use Visual Hierarchy: Organise content in a way that guides users’ attention to the most important elements. Use size, colour, contrast and placement to establish a clear visual hierarchy and help users quickly scan and understand the content.

  8. Ensure Accessibility: Design your application to be accessible to all users, including those with disabilities, by following accessibility guidelines. Use appropriate colour contrast, provide alternative text for images and ensure keyboard navigation is supported.

  9. Test with Real Users: Conduct usability testing with real users to gather valuable feedback and insights. Observe how users interact with your application, identify pain points and make necessary adjustments to improve the overall user experience.

  10. Keep It Simple: Avoid clutter and complexity by delivering a clean and intuitive interface. Focus on the essential features and information, use whitespace effectively and strive for simplicity in both design and functionality.


Appsynth: Your Partner for Digital Product Design Services

Appsynth is the trusted partner for Thailand’s leading brands, delivering exceptional user experiences for digital products. Our team of experienced designers, researchers and developers combines technical expertise with a deep understanding of user psychology to craft well-designed applications that drive optimal results for businesses.


Whether you’re looking to launch a new product or improve an existing one, we’re here to help. Contact us today to discuss your project requirements and learn how we can help you achieve your digital goals.

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