Understanding Users: The Foundation of Usability

In the realm of user experience (UX) and user interface (UI) design, a user is anyone who interacts with a product or service. Whether they’re customers transferring money through a banking platform, children practicing math on an educational app, or IT administrators setting up a network, all users desire a pleasing experience that meets their needs and allows them to accomplish their intended tasks. 

User satisfaction is heavily tied to a product’s “usability” or ease of use. Keep reading to explore how usability designers leverage rigorous testing to refine user interactions, uncover actionable insights, and craft exceptional user experiences.  

What Are User Needs? 

While the specific functions of a website, application, or system may differ, they all cater to core user needs, including:

• Functionality. The features and capabilities built into the design must align with users’ preferences and needs and enable them to perform tasks with minimal effort.  
• Intuitive navigation. When the user interface design is cumbersome and unpredictable, users become frustrated and overwhelmed. Menu options and pathways should be logical and consistent, allowing users to quickly navigate the product without instruction.
• Learnability. On their first encounter with the product, users should quickly grasp how to accomplish basic tasks. Contextual prompts that build on previous actions guide users’ learning progress and help them master advanced features. 
• Accessibility. By following accessibility standards such as the Web Content Accessibility Guidelines (WCAG), usability designers can build products that accommodate users with disabilities or limitations. Examples of accessibility features include high-contrast color schemes and captions for audio and video content.
• Readability. The design’s typography and visual layout should enable users to scan text and pinpoint key content. Poor readability reduces user engagement and comprehension, making it less likely that users will return to the product in the future.  
• Consistency. By using the same design elements and visual language across the product, designers can enhance visual appeal and make their products easier to navigate. 
• Memorability. When users revisit a product after not using it, they should be able to rebuild proficiency quickly. 
• Enjoyment. Products that deliver engaging, positive user experiences are more likely to thrive in the market. 

Defining Usability Testing 

Thorough usability testing is an essential component of the user experience design process. During usability testing, designers, researchers, developers, and other stakeholders observe individuals as they interact with digital asset prototypes. They ask the participants to complete specified tasks, such as opening a new account or purchasing an item. The process is monitored to assess how easily participants can complete the tasks. Researchers gather data about click patterns, hover time, and navigation paths. They note any problems or delays users encounter when using the product or service. 

Designers conduct user research to better understand user needs and refine their products to address flaws or inefficiencies. The first stage of this process involves identifying the specific goals of the usability test. Some tests focus on quantitative factors like task completion times or error rates, while others aim to understand qualitative information such as the participants’ satisfaction or overall impression of the product. After establishing the testing goals and observing participants, designers gathered detailed feedback. They ask participants questions such as: 

• Was it easy to navigate the various product features?  
• How intuitive was the interface? 
• Did you experience any obstacles while completing the tasks?
• Were any features particularly useful? 
• Are there any additional features you think we should add? 
• Did the product meet your expectations regarding functionality, responsiveness, and speed?
• Did the visual design elements enrich your experience? 
• Do you have suggestions for improvements or adjustments to enhance usability?

Once they’ve gathered the data and feedback, researchers consider how to best implement their findings to improve the product and make it more user friendly. 

Design Principles to Follow 

User experience design relies on established design principles that guide the process of building and refining products. To optimize product usability, UX/UI designers focus on creating straightforward products that achieve their intended goals. One aspect of this involves striking a balance between user control and information recognition. Users value products that give them control over their interactions and navigation. For example, users typically prefer websites that let them choose when to proceed to the next page instead of websites that shift pages automatically. However, digital tools can also enhance usability by remembering and automatically applying user preferences or inputs such as log-in credentials without the user specifically requesting it. 

The concept of “forgiveness” in design ensures that users can easily recover from their mistakes while using the product. For example, many software programs incorporate autosave features that ensure users don’t lose their progress or “undo” buttons that allow them to cancel actions. Another way for designers to optimize their products is by aligning the product layout and navigation process with users' existing mental models. For example, e-commerce websites mirror the purchasing procedures found in brick-and-mortar stores, incorporating familiar elements like shopping carts and traditional product categories. 

Understanding User Experience vs. User Interface Design 

While user experience (UX) and user interface (UI) are closely related concepts, these are two distinct domains in the design field. As the name suggests, UX design focuses on an individual’s entire experience with a product, system, or service. It’s measured by customer satisfaction and the overall usability of the product. In contrast, UI design focuses on creating interfaces that optimize audio, visual, and tactile interactions. This includes incorporating aesthetic elements to enhance the interface’s overall appeal. Together, UI and UX design create a cohesive user experience that balances functionality with enjoyment. 

Elevate Your UX/UI Design Skills by Earning a Degree from WGU

As businesses across industries increasingly prioritize user-centered design, the need for skilled UX/UI design professionals rises. The U.S. Bureau of Labor Statistics (BLS) projects that the demand for web developers and digital designers will grow by 16% from 2022 to 2032, making this an opportune time to enter or advance within this evolving field. 

If you’re passionate about excelling in user experience design, earning a B.S. in UX Design from WGU can provide the educational foundation you need to succeed. This degree program can be completed entirely online and includes industry-aligned courses in visual design and storytelling, AI and technology, prototyping, project management, communications, and other essential subjects. It also includes the Business Power Skills certificate, Design Foundations certificate, and Google UX Design Professional certificate at no added cost. Start your path toward a thriving career in UX design by applying today.