5 UX Features That Make an Online Platform go from Good to Great

Featured article by Jessica Dominguez, Independent Technology Author

At a time when social media and the internet dictate the lifestyle and choices of consumers, many business owners are left with no choice but to join the bandwagon. With hundreds of millions of users and conversations happening in real time online, business owners and struggling entrepreneurs are left with no choice but to build their presence on these platforms. The result is a mad rush to create and establish websites and blogs, all in the name of getting a slice of the market and build a brand. Today, you can easily see a proliferation of these blogs and websites, from gaming platforms that offer free poker to online stores that show off the latest consumer gadgets and electronics. Unfortunately, in the excitement to tap into this new environment, business owners and entrepreneurs, certain elements are overlooked. Websites and blogs are created to cater to target clients and customers but in most cases, these platforms still fail to connect, engage and convert customers. So, what could be the reasons why these websites fail and become non-performers? One possible reason is poor user experience (UX)– customers and potential clients are not getting the results that they want, in the manner they expect.

A few words about User Experience (UX)

In general terms, UX refers to the set of attitudes and feelings of consumers toward a certain product or service. Also, this can be described as the overall feeling and satisfaction of the user, covering various aspects, from experiential, practical to affective. And when used in the context of doing business online through websites and blogs, UX can be best described as the overall experience of a user when navigating the website. Is the user satisfied with the layout and services of the website? Can the website deliver the expectations of the internet users? These are just some of the questions that can be asked in terms of UX, whether the website is into selling books, clothes or offering online poker. And on these questions alone, some business owners and entrepreneurs are failing the test. While they have the websites in place, these are still lacking in features that will capture attention, engage users and convert customers. In short, what we see right now online are websites that are so-so or good, and never great. So, what is the key in making a website look and feel great for customers and visitors? Listed below are five (5) of the UX features that can help an online platform go from good to great in no time!’

1. Simple, easy-to-use menu. For many business owners, the main task at hand is creating a website that will deliver all the necessary information and services for the customers. While this is a great objective, it should be kept in mind that all these information and services should be delivered neatly, in a systematic way. In short, one must aspire for a simple and easy-to-use menu. For example, for an online casino that offers free poker or slots, then players should easily find the ‘Register’ or ‘Sign-Up’ buttons, and games are available in categories.

2. Dependable search functionality. For business owners that sell consumer products or offer poker online, it’s best that the website features a search bar. This is a great feature for a gaming site that offer multiple games, including the chance to play poker. The search functionality can prove helpful when looking for specific titles or games. This is also a great feature on a mobile travel site. This allows for users to search for services that they need, using specific filters. For example, this search functionality can be used to search for hotels, based on star rating, price or type of room. The search function is extremely helpful for an online bookstore or library, which can improve user experience.

3. Local and customized content. One will only appreciate the value of local and customized content if the business is involved in global operations. For example, if the business is into hotel chains or travel, then this UX feature can help customers and clients feel special and pampered. This UX feature is popularly used by global brands to help them provide relevant content or services, based on the geographical location of the user. This can also work for gaming hubs- they can show games like online poker or table games that can be played by a player from a specific country.

4. Animation and visuals that are carefully used. Animations and visuals are fun to make, and they can add some imagery on the website. Unfortunately, when animation is not used properly or poorly executed, this can translate to poor user experience. A great example of this is the animation done for PayPal that was shared on Dribbble. The animation was bad in a way that it failed to bring value to customers. If you are going to use animations, make it simple and should inform.

5. Functional design. Business owners, in their effort to impress, often delivers heavily made-up websites. This is common in online casino industry, where casinos treat customers and players to bold graphics, overuse of colors, animations and the use of Flash. While this can improve the ‘shock factor’, this may affect the usability of the gaming platform. Design should be secondary to the main offering of the website. If the platform is to allow players to play poker or enjoy some games, then the design should be minimal, and not distracting.