Want your website or app to be actually comfortable and usable? Make sure that the interface is simple enough for users to understand it without guides or step-by-step guides. In this article, we’ll share advice on how to improve usability – great reading for designers and developers alike.
Key takeaways 👌
Simple and intuitive UI can significantly increase user’s satisfaction
An easily understandable interface can half the time required to learn and use the product
The right structure of the interface elements can help the users do what they’re set to do without much hassle
Introduction
“Intuitive” means something we understand subconsciously without a second thought. Think of it as a door handle: when you approach the door, you don’t usually think “All right, so what am I supposed to do here”, but automatically assume, that pushing that round or elongated thing will do the trick. The same works for website design – if the user has to stop for a second and gather his bearings before proceeding to the purchase, for example, – something is not right.
The main principles of an intuitive interface
While it’s not particularly a good thing that we have a tablet-children epidemic on our hands right now, it does prove a point – if the interface is simple enough, even a toddler can quickly understand what button does what without an onboarding session.
Let’s dig a bit deeper here:
- Simplicity. Buttons and vital-purchase information are important. Everything else? Might want to reconsider if the user actually needs to see these UI elements.
- Hierarchy and logic. Categories, sub-categories, and label systems are there for a reason – our brain is a big fan of systems. Use recognizable and understandable navigation elements to minimize confusion and make interacting with a product a breeze.
- Feedback. Sony’s making billions of PS5 controllers for a reason – their haptic-feedback system can make even the most trivial gaming experience a wonder. Every action and step taken should be confirmed with a corresponding visual or audio trigger. It gives users a sense of control and accomplishment.
- Familiar patterns. Modern technology shapes our brains in a way, that some specific feedback loops are basically carved into our frontal lobe at this point. Pressing a website logo should inevitably lead you to the main page, for example – if that’s not the case, then the user will simply leave.
Intuitive design is not the one that is easy to understand, but the one that is easy to use, even if the user knows nothing about its functionality.
— John Maeda, designer
Why an intuitive interface is important for UX
So imagine you’ve finally found this niche brand of headphones you’ve been looking for, right? You’ve entered your card information and are ready to make a purchase…but the actual purchase button is nowhere to be found. Ah, it’s hidden inside this very artsy, but easily missable design print? Good for the designer, but these precious minutes that the user spends looking for the coveted “Buy” button could cause him to get dissatisfied with his purchase before it was even made.
Here are a couple of other arguments to cement our opinion:
- Less room for doubt. The less time the user spends trying to understand what button does what, the happier he’ll be. Spending money is fun – frantically trying to complete overengineered Captcha to enter debit card details, on the other hand, not so much.
- Engagement increase. If everything is simple and understandable, the user actually stays on the website and completes whatever he set out to do. The client’s happy that he did the thing, and the company’s happy that the new customer stayed.
- Reduced amount of mistakes. A simpler interface means less room for error. Fewer errors = happier users. Conversion and profits besides, it’s simply a brand reputation thing – no matter how good your product is, as long as it’s located on one very convoluted and badly designed website – you’ll never see profits.
Imagine driving at night on a poorly lit, winding road. The chances of losing your way are pretty high. Now, picture a different scenario—a straight, well-lit, and smooth road. You’ll reach your destination quickly because nothing stands in your way. So, how is an interface any different from a road?
Key practices to improve UX/UI
As always, there’s some UX homework to be done before even starting to think about creating a website. Information is power, and there are a couple of well-established methods of understanding what UI elements can cause potential problems before and after release:
- Prototyping and testing. Sometimes getting into someone’s head is as simple as asking them about what they think. So make a couple of prototypes and show them to the people – they’ll tell you everything you need to know, including what works and what doesn’t.
- Analytics and heat maps. Getting a a bit more technical here. Software like Google Analytics can be of great help when locating potential bottlenecks. Heat maps, meanwhile, show exactly where users click, and, most importantly, misclick.
- Adaptability testing. How many times in your lifetime you’ve opened your favorite retail store’s website on your phone, only to drop the idea of buying something the very next second just because of how messy and, for some reason, huge it was? The mobile version of your website should be properly sized and, sometimes, even designed in an entirely different manner to minimize confusion.
- Constant improvement. No rest for the wicked, as they say. The ideal interface means not only creating it in the first place but constantly improving and adjusting it to accommodate new features, industry trends, and user feedback.
Learn even more about great UX in our article Prototype Testing Checklist: A Step-by-Step Guide to Improving UX
Advice for web designers and developers
A couple of more tips on how to create the perfect UI to get the point across:
- Minimize the number of steps. Fewer clicks = more purchases. The faster the user can get to the checkout, the higher the chance that the purchase will actually be made.
- Avoid overwhelmed interfaces. Having ten different pop-ups on your tiny laptop screen will scare even the most determined potential buyer. Only the most important info should be on the screen.
- Add some color. Contrast colors help our brains locate what we need quickly and without hassle. Make important elements visible.
- Test and adjust. Regularly check how’s everything working and if there is space for improvement (there’s almost always is). Gather feedback and implement fixes accordingly.
Interesting fact 👀
Hick's Law plays an important role in creating intuitive interfaces: the more options and complexity, the longer it takes for a user to make a decision. That's why the best UX/UI designs streamline choices, helping users find what they need quickly. This principle directly impacts user experience!
Conclusion
The foundation of any great design is an interface that's easy to understand at first glance. Want to create an awesome product? Just follow the principles and rules we've discussed earlier. By sticking to UX/UI tips and constantly testing the interface, you'll be able to improve it and provide users with a truly enjoyable experience.
Recommended reading 🤓
"The Humane Interface", Jeff Raskin
Explores the psychology of user perception and interaction with interfaces, offering valuable insights into their needs and behaviors.
On Amazon
"Emotional Design", Aaron Walter
A guide to creating websites that evoke positive emotions in users, enhancing their interaction with the product.
On Amazon
"Designing Interfaces", Jennifer Tidwell
A practical guide to creating effective and user-friendly interfaces based on proven design principles.
On Amazon
Артем Довгопол
An interface without intuitiveness is like a maze with no exit. Don’t waste time searching for the way😉