Typically, humans extract information about the world using their different senses like vision. As visual creatures, humans learn to interact and communicate with varying objects from birth.
With the advent of computers, people were forced to think abstractly and deal with a larger number of commands they would not easily remember when performing different tasks, especially if some of them are performed very infrequently.
Fortunately, computers progressively implemented unique graphical user interfaces (GUIs) to help improve visual operational efficiency of humans interacting with computers.
So, what is a graphical user interface?
A GUI (graphical user interface) is a system of interactive visual components
through which users interact with electronic devices via visual indicators and representations.
GUIs were initially introduced in reaction to the steep learning curve of command-line interfaces (CLIs) that required commands to be typed on a computer keyboard.
A GUI helps translate information and represent actions that a user can take. The actions in a GUI are typically performed through direct manipulation of the graphical elements.
Beyond computers, GUIs are utilised in multiple handheld mobile devices like MP3 players, gaming devices, smartphones and even smaller household, office and industrial controls.
How does the Graphical User Interface work?
As hinted at earlier, a GUI operates by the manipulation of graphical objects. A GUI primarily does this by exploiting a pointer that serves as a navigation instrument to interact with disparate visually appealing graphical icons.
Abstraction is a key concept that is used in GUI operating systems. Users can employ a pointer to click on the icon that initiates a series of actions.
Typically, an app or functionality will get started, then the user has to provide input or tasks to generate the intended action from the machine.
The GUI basically translates user language, which can consists of simple one-line commands, single click and double clicks into a machine language or assembly language.
The machine comprehends the machine language and then responds to the task initiated, which is then translated into the user’s language and communicated to the user through the GUI.
Furthermore, the appearance of the operating system or application software can be redesigned at will as graphical user interfaces are independent of application functions.
Apps usually implement their own unique GUI display elements in addition to GUI elements already present in the existing operating system.
The importance of abstraction in a graphical user interface
Abstraction is a key concept that is used in GUI operating systems. This process allows humans to interact with a device’s underlying code by separating us from the technical details and presenting a simplified interface to the user.
To put it into simpler terms, imagine driving a car. You don’t need to know the specific details of how exactly your car’s engine and steering column work.
Instead, these complex functions are abstracted away into the car’s user interface: the pedals and the steering wheel. All the driver has to know is that pushing the pedal down moves the car forward, while turning the steering wheel moves it left or right.
The same applies to GUIs: Folder icons are not real folders on your computer screen; they are merely abstractions of the underlying computer software code. These abstractions enable the average user to easily utilise computer technology without having to learn and understand the complexities behind them.
Character interface vs Graphical user interface
Command-line interface
Commonly known as a command-line user interface (CLI) or non-graphical user interface, a character user interface (CUI) employs text commands, managed by a command-line interpreter to communicate with a computer program.
Software developers and system administrators exploit command-line interfaces to configure machines, manage files, and access program functions that are otherwise unavailable on a graphical user interface.
Character user interfaces essentially support automation and scripting. They also tend to provide greater granular control and a higher level of functionality than GUIs.
While the command-line interface was the principal method of operating computers throughout the 1980s, most modern electronic devices currently utilise intuitive graphical user interfaces.
So, the average user will rarely (if ever) have a reason to access a command-line interface. Here are some most popular graphical user interfaces known to users globally:
Microsoft Windows 11 Graphical User InterfaceApple OS Graphical User Interface
Differences between GUI and CLI
Here are some of the main differences between a graphical user interface and command-line user interface:
A GUI enables users to interact with the operating system or application. On the other hand, a CLI allows the user to perform tasks by issuing commands in successive lines of text or command lines.
The CLI requires memorizing the commands, making it difficult for newcomers, while the GUI is more user-friendly.
The CLI is ideal for dealing with difficult tasks, as these tasks may be handled by writing a few commands. By contrast, a GUI requires some steps to function.
A CLI only requires the keyboard and the system during interactions, while a GUI has additional resources to engage with the user.
The interface in a CLI is consistent all the time, while the interface in a GUI changes as the software is updated.
Advantages of graphical user interface
GUIs offer many advantages over text-based interfaces. These include:
Clarity: Each and every response from the computer can be visually communicated through GUI. This ensures that issues can be identified more quickly and easily compared to text-based formats.
Simple to use: GUIs offer simplicity, as someone with no technical computer knowledge can use the computer and perform basic functions.
Provides shortcuts: The GUI enables users to use shortcut keys to minimise their actions, saving time and improving productivity.
Allows multitasking: GUI allows users to work and view two or more programs at the same time. For example, you can watch a streaming lecture while searching a browser for more information.
Visual appeal: GUIs are visually appealing and can make anyone get involved in working with the machine.
Easier searching: Search functions are streamlined as GUIs provide a visual representation of files present and provide details about them.
User-friendliness: There isn’t a steep learning curve as GUIs provide a wide scope for users to explore computer functions and discoverability.
Accessibility: GUIs are more accessible to users with disabilities, impairments, and limitations.
Features of graphical user interface
To make a graphical user interface as user-friendly as possible, there are unique elements and objects a user can employ to interact with software. For example:
Microsft Windows 11 Application UI
Button – This is a graphical representation of a button that performs an action in a program when pressed.
Toolbar – This is made up of a row of buttons, typically near the top of an application window, that control software functions.
Dialog box – This type of window displays extra information and asks a user for their input.
Ribbon – This serves as a replacement for the File menu and toolbar and groups program activities together.
Icon – These are small graphical representations of a program, feature, or file.
Menu – These are a list of commands or choices offered to the user through the menu bar.
Menu bar – This is a thin, horizontal bar containing the labels of menus.
Tab – This is a clickable area at the top of a window that shows another page or area.
Window – Rectangular section of a computer’s display that shows the program currently being used.
Informational elements
Here are some examples of GUI informational elements:
Message box – It is a small window with information, such as a policy or disclaimer, requiring that you take action before proceeding.
Notifications – It is a message box used to indicate emergency warnings, error messages or task completion.
Pop-up windows — A pop-up, or modal, window requires you to interact with it before you can return to the system.
Progress bar – It shows where you are in a series of steps in a process e.g., your pizza order’s status in the order, cook and delivery process. These are typically not clickable.
Tooltips – When you hover over an item, a tooltip offers more information. For example, you might receive a definition and usage examples when hovering over a word or phrase.
Interaction elements of a GUI
Apart from structural elements, a GUI also features interaction elements, such as:
Cursors – A cursor indicates where the system will accept input next. One example is a mouse pointer.
Selections – A selection refers to a list of items to which a user will apply an operation. For example, a user can select a portion of text for cut, copy and paste operations.
Adjustment handles – A handle indicates a drag-and-drop operation. When a user places the pointer on the handle to initiate the drag process, its shape changes to an icon representing the drag function.
Graphical user interface (GUI) examples
Microsoft Windows
Microsoft programs like Word, Excel, and Outlook.
Software programs like Apple Music or Steam
Apple’s macOS
Chrome OS
Linux variants like Ubuntu
Internet browsers, like Internet Explorer, Chrome, and Firefox.
Conclusion
A GUI is more user-friendly than a text-based command-line interface, like MS-DOS.
Unlike a command-line operating system, a GUI operating system is easier to learn because commands do not need to be memorised.
The bottom line is that users don’t need to know any programming languages when using a GUI. So, because of their ease of use and modern appearance, GUI operating systems currently dominate today’s market.
Generally, GUIs are a crucial element of the communication of humans with the modern world. As such, an intuitive and usable GUI is key to success for any product that requires constant user interaction.
By working with a user experience consultant to design an intuitive and easy-to-use GUI, businesses can increase user satisfaction and engagement, ultimately improving outcomes for their products or services.
Over the last couple of decades, technologies have become increasingly intricate, with the functionality of apps and websites becoming broader and more complex.
The first websites were simply static pages that delivered information to feed curious searchers.
However, the tide has drastically changed a few decades later, as sites are more interactive and offer a much richer feel for different user bases.
A large part of this ‘richer feel’ pertains to the evolution of user experience (UX) design.
While seemingly complicated, this discipline encompasses different user elements from accessibility to wireframing to cater to users’ emotions about a product. So, let’s delve in more, shall we?
User experience (UX) revolves around a person’s emotions, actions and attitudes when using a specific product, system or service.
UX encompasses the practical, effective, experiential, meaningful and valuable elements of human-computer interaction and product ownership.
Consequently, user experience design (UED or XD) are a set of activities that seek to enhance user satisfaction by improving usability, accessibility, and pleasure derived from the interaction between a user and a product.
Fundamentally, UX design incorporates knowledge from multiple disciplines, including:
Interaction design
Cognitive science
Human factors engineering (HFE)
Computer science
Industrial design
Psychology
Anthropology
Sociology
Graphic design
UX design essentially considers every element that shapes how users feel, and how easy it is for users to accomplish their desired tasks. This can be from how a physical product feels in users’ hands, to how straightforward a checkout process is when buying something online.
The goal of UX design is to create an efficient, easy to use, relevant and an all-round positive experience for each user. Thus, improving customer satisfaction and loyalty via usability and the pleasure provided in the interaction with a product.
What does a UX Designer do?
A UX designer is a professional who investigates, researches, and analyses how users feel about products or software applications. In some organisations, UX designers have the luxury of UX researchers to help with the user research while they focus on the design of the user journey.
UX designers apply the user insights they learned to product development to ensure that users have the best possible experience with a product.
UX designers also strategise and share with other members of the product development team their findings, and monitor development projects to ensure their findings are well implemented.
UX practitioners focus their efforts in understanding the relationship between human users and computer-based products. These include websites, applications and systems— to create seamless user experiences for products and services. They help build a bridge to the end customer, helping a business to better understand and fulfil the customer’s needs and expectations.
Tools used by UX designers
UX professionals’ work includes user market research, sketching, wireframing, interaction design, visual design, user testing, prototyping, and continuous iterations on designs.
For the most part, UX designers usually rely on a number of different tools to execute their work. For example, at the research stage, they can use survey and polling tools, and video chat software to interview users and gather actionable data.
The UX design process mainly has five key stages, namely:
Product definition
This phase of UX design occurs before the product design team creates anything. Before you build a product, it’s important to understand the context for its existence. The product definition stage helps set the foundation for the final product.
This phase includes:
Stakeholder brainstorming sessions and interviews to gather insights about business goals.
Value proposition mapping to determine what the product is, who shall use it, and why they will use it. Essentially, value propositions enable the team and stakeholders to create a consensus around what the product will be, and how to match users and business needs.
Concept sketching to create an early mockup of the future product (for example, low-fidelity paper sketches of a product’s architecture).
Product research
After defining the idea, the product team then moves to the research phase. This phase usually includes user research and market research.
Overall, seasoned UX designers consider research as a good investment that informs design decisions to save the organisation money down the road.
However, product research typically depends on the intricacy of the product and timing, and can include:
Individual in-depth interviews (IDI) to derive qualitative data about the target audience like their needs, wants, fears, motivations, and behaviours.
Competitor research and benchmarking to understand industry standards and identify specific opportunities for the product within its niche.
Product analysis
The analysis phase aims to draw actionable insights from data collected during the research phase. During this particular stage, UX designers confirm if the team’s most important assumptions are indeed correct.
This stage of the UX process includes:
Storyboarding.
Creating user personas.
Creating user stories.
Product design
After confirming users’ wants, needs, and expectations from a product, UX designers can then move to the design phase. This stage involves various activities, from creating information architecture (IA) to UI design.
An effectual design phase is highly collaborative (involving active participation from all team players) and iterative (cycles back upon itself to validate ideas).
The design phase includes:
Sketching
Creating prototypes.
Creating wireframes.
Creating a design specification.
Validation/Testing
The validation stage helps teams understand whether their design is applicable and acceptable to their users. Usually, this phase starts after the high-fidelity design is finished.
This is because testing with high-fidelity designs delivers more valuable feedback from end-users. But we have also seen many teams that invest in smaller user testing rounds on wireframes or low fidelity clickable prototypes to get earlier insights to guidement their design refinement.
During user testing sessions, the team carefully validates the product with both stakeholders and end-users using:
Surveys
Testing sessions
Analytics across quantitative data (such as number of clicks, navigation time, search queries, etc.)
Benefits of a good UX design
In the early days of the internet, product design was much simpler as designers built products they thought were awesome and cool.
However, there was far less competition for users’ attention online. Secondly, there was no direct consideration for users of the product at all. Actually, the success or failure of a project was down to luck and the judgement of the design team.
In today’s fast-paced tech-driven world, UX focuses on the user to increase the chances of a project’s success when it finally hits the market. Partnering with a professional UI/UX design agency can ensure your design is user-centered and meets the highest standards.
So, what are the benefits of a great UX design?
UX helps companies to discover the goals of their audience: During research into UX design, UX designers will get a lot of opinions. These can shape your website design goals and help you define your customer base by creating personas.
This can also help an organisation to analyse who will most likely visit their site, and once they figure this out, they can easily provide a good user experience.
Augmented customer satisfaction and engagement: The better the experience one creates for their customers, the happier they will be. And the opposite is true.
A bad experience will make customers more frustrated with what you’re providing them. And consequently, they shall be less likely to recommend your offering to friends and family.
User Experience affects the product itself, not just its promotion: There is a vital difference between digital marketing and user experience. Generally, marketing is about making people want things, UX design is about making things people want.
Lower cost of support: An easy to use and logical interface, service, process, or product doesn’t require extensive help documentation, and support staff on standby. In turn, this translates into cost savings on people devoted to support and user assistance.
UX Design Examples
There are several vital factors that affect the overall experience a user has with a product:
Usefulness: Is the product helpful, with a clear purpose?
Aesthetics: Is the visual appearance of the site and its design appealing to the user?
Emotions: Are positive emotional feelings evoked in response to the product?
Usability: Is the product easy to use
Learnability: Is the product simple to master quickly, with minimal instruction?
To a large extent, the quality of a user experience can make a difference whether a company succeeds or fails.
For instance, consider some companies that have failed in the last decade like Yahoo! It wasn’t only disruption or technological advances to blame, but failure to continually consider the user’s needs.
Yahoo! introduced substantial clutter on their homepage. In turn, rather than allowing users to complete simple tasks like a search or email check, this disrupted the user experience.
UI/UX Design Services
Key Highlights
Provides UX design services for businesses & organizations
Uses a human-centered design approach to create digital products that meet users’ need
Conduct research to understand users’ needs
Create wireframes & prototypes to test and refine a design
Though often confused, UI and UX aren’t the same but are separated by their focus on interfaces versus interactions.
As has been noted, UX design focuses on designing (digital or physical) products that are easy to use, and delightful to interact with. UX design aims to enhance the experience that users have while interacting with a product, and ensure they find value in what you’re providing.
Overall, as an art and science, UX design aims to generate positive emotions through product interactions.
The central goal for good user experience design is to keep engaging users to purchase/subscribe or continue coming back to the site for similar queries. Finally, remember a good UX design also always seeks to improve from the user feedback gotten.
A user interface is the most essential element of a computer-based system.
If a user interface is poorly designed, users’ ability to leverage computational applications may be severely hindered. Actually, a weak interface can cause an otherwise well-designed and solidly executed application to fail altogether.
A user interface (UI) is an interactional point at which human users can communicate with a computer program, website, or application.
The central goal of an effective UI is to fundamentally make a user’s experience more straightforward and intuitive, requiring minimum effort to receive the maximum desired outcome.
That being said, user interface design is a discipline where designers build interactive interfaces in software or computerised devices, with a principal focus on looks or style.
In UI design, designers seek to create interfaces that users will find easy to use and pleasurable. It is commonly synonymous with User Experience (UX) design, which we shall expand on later.
Overall, UI design starts with identifying users, tasks, and environmental requirements. Once tasks have been extensively identified, user scenarios are then created and analysed to define a set of interface objects and actions.
This provides a foundation for the creation of a screen layout that depicts:
Graphical design,
Icon placement,
Definition of descriptive screen text,
Specification of major and minor menu items.
As the design progresses, elements like response time, error handling, command and action structuring are handled as the design model is refined.
Types of user interfaces
Graphical user interface: This UI takes input via a visual UI output (keyboard and monitor).
Form-based user interface: This type of UI is used to enter data into a software program or app by offering a limited selection of choices. For instance, a settings menu on a device is form-based.
Menu-driven user interface: This type of UI uses a list of choices to help users navigate a program or website. For instance, ATMs employ menu-driven UIs that are easy for everyone to use.
Touch user interface: This type of user interface operates through haptics or touch. Most tablets, smartphones and smart devices that operate using a touch screen employ a haptic input.
Voice user interface: This type of interface supports interactions between humans and machines via auditory commands. For example, virtual assistant devices like Apple Siri or Amazon Alexa, talk-to-text, GPS, etc.
User interface design principles
The three key principles for the effective design of user interfaces are:
Place the user in control
Reduce the user’s memory load
Make the interface consistent.
However, to achieve an interface that conforms to these principles, an organised design process is required that considers other supporting principles.
So, let’s break it down, shall we?
Define interaction elements in a way that doesn’t force a user into unnecessary or undesired actions: For example, there is no reason to force a user to remain in spell checking mode if the user desires to do a small text edit along the way. Ideally, a user should be able to enter and exit any mode they choose, with little to no effort.
Reduce users’ memory load: Remember, the more users have to remember, the more error-prone their interaction with the system will be. This is why it’s important to build a user interface that doesn’t tax the user’s memory.
Enable flexible interaction: Since different users have disparate interaction preferences, choices should always be provided. For instance, software can allow users to interact via keyboard commands, a digitiser pen, mouse movement, or voice recognition commands.
Allow user interactions to be interruptible and undoable: Whenever involved in a sequence of actions, users should be able to interrupt the sequences to do something else (without losing the work that has been done). Users should also be able to always undo‖ any action.
Always streamline user interactions as skill levels advance and allow the interaction to be customised: Users typically find that they execute the same sequence of interactions repeatedly. As such, it can be helpful to design a mechanism that enables an advanced user to customise the interface to facilitate their exact interactions.
Establish meaningful defaults: Your initial set of defaults should always make sense for the average user. However, a user should also be able to specify individual preferences. Furthermore, a reset option should always be available to enable the redefinition of original default values.
Define shortcuts that are intuitive. Whenever mnemonics are exploited to accomplish a system function (for instance, alt-P to trigger the print function), it should always be tied to the action in a manner that is easy to remember (for example, the first letter of the task to be invoked).
Hide technical internals from the casual user. An effective user interface should always move users into the virtual world of the application. Users should not be aware of the operating system’s underworkings, file management functions, or other technical complexities.
Ideally, the interface should never require users to interact at a complex level that is ―inside the machine. For example, users should never be required to type OS commands from within application software.
Maintain a level of consistency across a family of applications: A set of apps (or products) should all execute the same design rules so that consistency is maintained for all interactions.
Design for direct interaction with elements that appear on the screen: Users should always feel a sense of control to easily manipulate the objects that are necessary to execute a task in a manner similar to if the object were a physical item.
Why is user interface important?
A user interface is imperative to meet user expectations and support the effective functioning of any website.
A well-executed user interface facilitates effective interaction between users and a program, app, or machine via contrasting visuals, clean design, and responsiveness.
So, when designing a UI, it’s imperative to always consider the user’s expectations in terms of visual aesthetic, accessibility, and ease of use.
This is because an optimal mix of unique visuals and efficient responsiveness can improve a website’s conversion rates, since it anticipates users’ needs, and then satisfies them.
What is the difference between user interface (UI) vs user experience (UX)?
Often confused with user experience (UX) design, UI design mainly revolves around the surface and overall feel of an application or program.
This means that UI design principally focuses on enabling designers to build an essential part of the user experience. UX design encompasses the entire spectrum of the user experience.
Nonetheless, user experience and user interface are highly related and equally important, but their specifics differ. As we noted, UI focuses on the intended look and feel of the site.
On the other hand, UX spans the entire process of conceptualisation, interface development and delivery. To contextualise this better, let’s breakdown the main differences between UX and UI:
UX focuses on the purpose and functionality of the product, while UI is focused on the quality of the user interaction with the product.
UX encompasses components like market research and identifying user needs, while UI focuses on artistic design components pertaining to the look and feel of the user’s experience.
UX can be referenced in relation to almost any product, while UI mainly pertains to digital products.
UX focuses on the overall project management process, from ideation through development and delivery. On the other hand, UI specifically focuses on the design of the finished product.
Tips and techniques for creating a good user interface
Overall, an effective UI design should always support a positive UX. Essentially, it should have an attractive appearance, a coherent structure, and be easy for users to understand.
Furthermore, even after the UI design is perfected, there will be some debugging and fine-tuning required once it goes live.
To get the best outcomes, ensure to follow these tips to create a compelling user interface:
Be mindful of contrast
Keep it consistent
Keep relevance in mind
Know your target user
Maintain branding
Make it easy on the eyes
Design for responsiveness
Experiment with design
Focus on usability
Make it easy overall
Always proofread
Provide logical next steps
Remain predictable
Conclusion
User interface design is like working on a blueprint for a house that is not complete without a representation of doors, windows, or utility connections for water and electricity.
Remember, interface design primarily focuses on three areas of concern:
The design of interfaces between software components
The design of interfaces between software and other non-human producers and consumers of information
The design of the interface between a human (the user) and the computer.
While it’s true that user interface design has advanced, one still encounters user interfaces that are inherently difficult to learn, use, confusing, and in many cases, very frustrating.
Yet, a designer spent time and resources building the interface, and it’s not likely that the designer created these problems purposely.
To avert such instances, user interface design should focus on the study of people as much as technology issues.
For example, who is the user, and how does the user learn to interact with a new computer system?
Or how does the user interpret data generated by the system?
What will the user exactly expect of the system?
These are some of the many questions that must be asked and answered during user interface design.
User experience (UX) activities primarily revolve around enhancing user satisfaction by improving the usability and accessibility for users interacting with physical or digital products.
These activities usually include user research, sketching, interaction design, wireframing, visual design, prototyping, user testing, and continuous iterating on designs.
UX design aims to examine every element that shapes this user’s experience. For instance, how the product makes them feel, or how easy it is for them to interact with the user interface and accomplish their desired tasks.
Fundamentally, the central objective of UX design is to create efficient, easy, relevant, and all-around pleasant experiences for users. And a critical component of achieving this is personalisation.
Why personalise in UX?
The manner in which a user interacts with an app determines their overall impression of it. For instance, is the interaction clumsy and perplexing, or rather fluid and intuitive? Or better yet, does it feel random or logically structured when navigating the app?
As digital products and services advance, so have the expectations by users for convenience, speed, and predictability. Now more than ever modern users expect products and services to be specifically tailored to them as many currently abandon products, or services that don’t provide any level of personalisation.
So, why is personalisation part and parcel of any UX initiative when building out the user experience of an application.
Convenience
Personalisation ensures applications fit seamlessly into a user’s lifestyle or routine in a manner where the user interface is almost an invisible part of the process. Through personalisation, applications become so frictionless that it doesn’t feel like work to the user to use them.
Loyalty
Personalised experiences heighten user loyalty and affinity towards a brand. Essentially, as users encounter more relevant content and interactions, they feel understood by the brand. In turn, by reinforcing a sense of identity and connectedness, these emotions help increase the customer lifetime value.
Conversion Rate
Personalisation delivers users more relevant and more individualised experiences. In turn, this ultimately translates into an increasedconversion rate.
Reduce Cognitive Overload
Excessive information and options can act as a cognitive barrier and distract users. Fortunately, personalisation reduces the amount of information and the number of options for users as it guides users through a funnel expressly designed for them and their individual needs.
Types of personalisation
There are two main types of personalisation:
Role-based personalisation: Here, users are grouped according to specific characteristics that are well-defined and known in advance.
Individualised personalisation: In contrast to role-based personalisation, individualised personalisation involves a computer creating a model of each individual user, then presenting different things to each person. For example, the computer program might infer that a user is pregnant based on her searches and recent purchase history.
The part of the human brain that focuses its attention is called Reticular Activating System (RAS). It fundamentally works as a filter and sorts out what is essential and what is not. Because this human brain element evolves really quickly, customisation and personalisation are necessary to maintain user attention.
Despite being often confused; personalisation and customisation have a different impact on the final user output.
Though they share similarities, their implementation styles demonstrate the considerable differences between them. Nonetheless, their objectives remain the same– to enhance a product’s features and content as per user requirements.
So, what are the key differences between personalisation and customisation?
Personalisation is performed by the system being utilised. Here, a system is set up to identify users and deliver to them tailored content and functionality that matches their roles.
Personalisation essentially delivers useful content after analysing users’ characteristics, behaviours and attributes, down to the individual level—for example, Amazon’s suggestions based on past browsing and purchase history.
Customisation is performed by the user. Here, a system enables users to make preferred changes to an experience to meet their particular needs and priorities. For example, configuring layouts, content, or even system functionality.
Fundamentally, customisation enables users to get precisely what they want while also giving them the sense of control to filter unattractive content. On the downside, many users don’t know what they need when customising, or aren’t interested in doing the work required to alter user interfaces to match their preferences.
UX personalisation tips
User touchpoints
Businesses need to understand how customers view them across all touchpoints to connect with the user on an emotional level consistently across different touchpoints.
As more customer interaction points emerge across channels and devices, brands need to manage the entire customer journey, not only individual touchpoints. This is key to delivering a consistent experience across all channels.
Test and Repeat
Testing is critical to understanding whether your personalisation initiative is ready to drive sales and brand engagement.
Testing helps to ensure that your app personalisation initiative feels seamless and frictionless on any user’s device of preference, as well as clear on what the objective is. If users are continually feeling confused, frustrated, or even consider another option, then the experience is ruined.
User Research
User research helps you understand if your product actually needs personalisation. If yes, then where it should be applied, and how much is enough.
User research also allows business owners to understand what matters to users, what their limits are in terms of over-use. And if what they seek to do will be relevant to various audiences.
Remember, personalisation isn’t the silver bullet for every product, application, audience, or interaction. So, user research helps streamline where and how it can be applied most effectively.
Data
Data lies at the heart of any personalisation initiative. Generally, it demands a deep understanding of users’ needs and a solid framework for tracking and measuring user behaviour.
Typically, brands use approaches that combine qualitative research to understand the needs and motivations of users, while collecting objective data about their context and online behaviour.
Because users nowadays are constantly connected across a myriad of devices, it’s imperative for businesses to exploit data science techniques to provide coherent interactions and intuitive user experiences via every channel.
For example, real-time responses and transactions with minimal effort, or even access to compelling experiences, personalised for them specifically.
Essentially, the only way to achieve these seamless interactions is via data-driven strategies that target audiences with relevant, timely content to trigger conversions and interest.
Creativity and Imagination
In theory, brands selling directly to consumers potentially have access to the same data as their competitors. So, businesses can see favourable outcomes with personalisation by creatively connecting the dots that user data provides with logic, imagination, and creativity.
Personalisation is all about context. In essence, highly effective brands deliver the right content, at the right time, for the right users. Fundamentally, contextualised and personalised experiences mainly involve knowing why personalisation is important, and how it could help your users.
Furthermore, personalisation is now more commonplace as most users are currently educated, informed, and more accepting of personalisation. Hence, why it’s more imperative for brands to gather contextual data and segment users into specific target areas.
Remember, every user is unique, and what some users might find uncomfortable, others will find helpful or fun.
Personalised User Experience examples and applications
Machine learning
Currently, machine learning has taken modern-day personalisation to a whole new level. Machine learning and natural language processing mechanisms intelligently understand the sentiment and story behind users’ interactions and behaviour while continuously adapting to contextual factors.
Furthermore, machines can easily make sense of the chunks of user data. For example, they can draw actionable conclusions about each individual person, like identifying a user’s persona, attributes, intent, or stage in the customer journey.
This allows companies to accomplish real-time, one-to-one personalisation (individualisation) while interacting with their customers.
Contextual Messaging
Contextual messaging is a personalisation approach that allows businesses to customise messages to suit different users based on characteristics like location, customer behaviour, or even device type.
Essentially, contextual messaging allows brands to deliver content of much higher relevance to users, based on their exact location and behaviour at the moment of interaction.
Predictive Recommendation
Existing recommendation engines accurately predict products a person might find interesting by exploiting relevant purchase behaviour data from other users from the same target group.
For example, if you’ve ever browsed anything on an online retail store, you have probably come across phrases like “If you liked this, you might also like..” or “Other customers also purchased…” This is a clear example of predictive recommendation as a form of personalisation.
All things considered, user experience design aims to create products that deliver meaningful and relevant experiences to users. Since personalisation is a subset of user experience design, it also includes aspects of branding, design, usability, and function.
To achieve effective personalisation, it is imperative to critically understand your target audience through research, prototyping, and conduct extensive usability testing. Remember, the central objective is to improve customer satisfaction, loyalty, ease of use, and usability when interacting with a product or service.
Personalisation does this by delivering content and functionality that matches particular user needs or interests– with no effort from the targeted users.
Essentially, the system should be able to profile users, then adjust the user interface according to their profile.
