Creating an effective “user experience” builds on multiple disciplines, including audience research, information architecture, content strategy and interactive and visual design. Complicated, yes. But it also rewards you with a significant, measurable ROI.
Consumers want to interact repeatedly with (and buy from) websites that are pleasingly designed, easy to navigate and offer practical, useful information. Here are a few examples of UX done well:
HiOscar.com. Hipster health insurance start-up Oscar makes finding, choosing and using a health plan shockingly easy—from the very sexy quote wizard, right down to a search engine that accepts commonsensical queries (“my tummy hurts”). If their insurance offering is anything as intuitive as their website, the company should do gangbusters.
Hedgeable.com. As the first asset management company targeting millennials, the websites sure knows its audience. On the surface, it engages visitors using ultra-modern techniques like flat design, animated graphics and slide navigation; beneath the surface, it offers a variety of tools for managing your portfolio and receiving custom trading tips.
DangersOfFracking.com. This site uses parallax scrolling (two layers of moving content—one text, one visual) to dig down into the earth to learn about the fracking process. Background graphics create a canvas that illustrates the content; at each stage of the journey, relevant information and interactive elements allow visitors to drill down deeper (no pun intended). Finally, there are links to related social media sites and the opportunity share the site with your network.
*As you explore these shining examples of active engagement, consider how these same concepts might apply to your brand’s website.