User Experience:What is it? Who needs it?

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User Experience is the latest hot debate in the Web site development arena. Some say it’s a farce, just another way for consultants to make their big bucks. Others insist that it’s the most important part of a company’s Web site, more important even than good e-commerce software. The reality of it is, User Experience exists with or without the help of an expensive consultant, and regardless of the quality of the e-commerce software.

User Experience exists with any product. Cell phones, lap top computers – even staplers involve some type of experience on the part of the consumer. User Experience is defined by how useful a product is, how simple it is to use and how it makes the user feel. If all of these experiences are positive, then the User Experience for that product is a good one. The same principal holds true for Web sites & #324; a site that incorporates the following considerations into its design and development process will result in a positive User Experience:

1 Audience – Who will be visiting the site? Why are they going there?

2 Navigation – How will the visitor interact with the site? How much online experience do they have?

3 Information presentation – What must the visitor gain from the site? What is the marketing strategy?

4 Branding – What is your company & #237;s history and message? What lasting impression would you like to leave them with?

5 Functionality – What must the Web site do in order to fulfill the company & #237;s goals?

The site audience will respond positively or negatively depending on whether the development team has hit the mark, or missed the target. The User Experience will be measured by the visitor’s response. With this in mind, the User Experience for a website can be evaluated using these four key concepts: speed of transactions, ease of use, interest and curiosity.

Different types of Web developers approach User Experience in different ways. The range is extreme, from International Consulting Firms to Boutique Web Development Companies, to freelance college students working out of their dorm rooms.

The Consulting Firms explore User Experiences through national focus groups and months of testing. These companies will take the seed of an idea and develop it into a complete business. They will handle branding, technology, even operations setup. The price for this type of comprehensive service is high. Many of these consulting firms will only consider projects with budgets over $500,000.

Freelance developers can provide design and programming service very inexpensively. Working with an individual requires a great deal more work from the company hiring them. It is up to you to make recommendations and suggestions about the factors that will enhance the User Experience.

Boutique Development Companies fall in the middle. These companies develop and perfect User Experience using techniques from formal focus groups to less structured user studies composed of employees from both companies. They work with their clients in a collaborative capacity, bring a variety of experiences in Web development and User Experience to the mix.

But what makes one of these developers better than the other?

Ultimately, client needs determine which type of developer will offer the perfect fit for them. It all depends what level of experience you have with Web development and how big your budget is. Large budgets and limited experience would encourage one to work with a Consulting Firm. If you just have to get on the Web and you have worked on other Web site development projects, but have no budget, a freelancer might be the best option. If on the other hand, you have a reasonable budget, experience in your business field, and limited experience with web development, a Boutique Development Company is the natural choice.

What is it that determines a positive User Experience?

No matter who is delivering the end solution, the most successful Web sites communicate a sense of place. Successful Web sites go beyond serving as a portal for information or commerce. They are Online Destinations, and places for visitors to explore. If the Visitor comes to your site, and comes back again, if they tell their friends, buy your product or sign up for your service, then you have succeeded in creating a positive User Experience.

Will the user be able to tell if your Web site was built by a consulting firm, a freelancer, or a Boutique Development Company?

Ideally, a dedicated team will be brought together to address each issue with you. Their job: to make sure your business succeeds. The developer must address Information Architecture, Graphic Design, Coding, Programming and Quality Assurance. The User Experience is not complete if each of these elements have not been given proper attention as any one of the five cannot effectively stand-alone. One missing piece will affect the final product.

Ultimately, no matter what size the Web development team is, the success of the User Experience is based on whether it fulfills the particular goals of the Web site. If each user comes away with the desired message, and feeling that this site was created specifically with their needs in mind, the User Experience has been a positive one. Your continued task will be to constantly upgrade that experience, as your business evolves and as your visitors comment on the success of their User Experience. The Internet enables a company to stay in constant communication with their clientele. If this ability is used effectively it will provide a powerful advantage in business. The most successful online businesses have perfected the art of User Experience & #324; in order to truly succeed, your business will need to as well.

Wendy Nield is a co-founder and CEO of Adwire Inc., a web development company, located in Beverly Hills. Ashley Ludwig is an Information Architect and Content Development Consultant.

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