In the past few years, the user experience of website construction has improved by leaps and bounds, but some websites will give people the question "What do designers think?"

From a design point of view, the internal staff often make a big noise with each other. "No, no, this content must be placed in the middle of the homepage," or distracted by the messy tools and methods. "I said this project simply uses a streamlined user experience. mode". In this case, we often forget that the person sitting at the top of the screen will not participate in these decisions. This person just wants to get the information they need, buy the product, or spend five minutes while waiting for the subway. .

Here are five user experience mistakes that people still often make and that are the most intolerable. Scorpio lists them for everyone.

1. Put too much attention on the macro

Large-scale decisions (such as the main information architecture of the website and the overall layout of the page) are important. But the nuances of interaction often ruin the overall experience.

Recently, I saw a website of a non-profit organization. This site has great navigation, great content, and great layout, but the control options that pop up when you click the Donate button are very intuitive and useless, and the interface will be used every time you perform an action. Refresh once.

Some companies will let the user experience people do high-level design when the user experience is insufficient. At the same time, leave the "low-level" interaction to the inexperienced, or simply leave the time to deal with the details of the user experience. Aspect: This kind of mistake often comes at a high price.

Everyone hopes that advances in technology will be able to keep abreast of the patterns of interaction between people. Think about it, how do you judge whether the individual is kind? Do you care about you and protect your interests? It's not through the clothes or accents they wear, it's about the little things they do for you, and whether they will think for you in a pinch. The same is true for websites. The criterion we use to determine whether a website is usable or not is whether it can perform these subtle interactions.

2. Put too much time on the homepage design

You put a lot of time and effort into the design and redesign of the home page. But it's quite possible that most people won't look at your homepage at all. Your marketing and social media promotions are likely to direct visitors directly to other landing pages.

Of course, a well-designed homepage is also essential, but you can't sacrifice the user experience of other important internal pages because you spend too much time and effort on the homepage. Multi-use analysis technology to understand where users actually enter the site, and then find ways to make these pages the best.

3. Too much reliance on text

What is the main way you communicate with website visitors? What is the percentage of text in your content? What is the proportion of image, audio or video? There is nothing wrong with using the text on the website, but you may not read it.

Unless your site's sole purpose is to provide a text document, you should think about how to provide content in other ways. According to research on the human brain, brain activity is synchronized with the speaker while listening to others. The higher the synchronization rate between the person listening and the person speaking, the higher the thoroughness of the content of the listener. So, to use more audio and / or video, don't rely solely on text.

4. Design and audience have a generation gap

I often ask a question. How many people in the audience are older than 55? How many people are between 30-55 years old, and how many are less than 30 years old. Most of our audience are in the middle, which is 30 to 55 years old. This is the so-called X generation. The baby boomer generation (age older than 55 years old) accounted for a large proportion of the population, while the millennial generation (less than 30 years old) accounted for a larger proportion.

This shows that most of the design for these two people is done by the youngest generation. Is this important? Of course it is important. Studies have shown that people of different ages have a generational difference in the expectations and mental models of technology.

The technology you prevail at the age of 8 to 10 will fundamentally change your perception of technology. So, if you feel that the content, features, and interactions on your website are good, it's very likely that people in another era don't feel good.

For example, people born during baby boomers want technology to help them. They don't require a multi-channel experience, and they have a distinct distinction between different channels. They feel that there is a fundamental difference between television and the Internet.

Younger people simply don't think of desktops and laptops as a technology. They are more concerned with smartphones and tablets. No matter which generation you belong to, it's hard to understand what another generation thinks: so be sure to test.

5. Ignore multi-screen behavior

We all know that the frequency of use of mobile and multi-screens is rising rapidly. Everyone is using a smartphone and tablet to access the site. They will turn on the phone first and then go to the tablet. They will look at other things on their phones while watching things in their laptops. They will browse the website while driving, walking or talking.

When we are designing, we still can't help but imagine a person sitting quietly in front of the computer. Unless you know that your target audience will visit the site as you want, you must consider a multi-screen proactive experience.

This is where the difficulty lies. Most of our design tools have not yet kept up with this concept. Admittedly, code writing for multi-screen experiences is not impossible, and now responsive design is also the trend, but what should you do as a designer rather than a programmer? Can you easily prototype a multi-screen or responsive experience? If you are a website owner and want to create a website with WordPress, what should you do then? Can you design a multi-screen and/or mobile priority website by yourself? In addition, how should we do user testing of multi-screen experience? Can you do it alone?

Of course, we hope that these tasks will be simpler in the future, but at the same time, we still need to come up with our own solutions to ensure that we are no longer stuck in the mindset of "one person, one computer."