One of the more common approaches to developing a website is also one of the the most impoverished. It goes something like this:

  • start with some thoughtful UX design
  • throw it at the wall and see what sticks
  • use some A/B testing & determine what converts the best

Of course you should always use the highest-converting variation of a design, but there are better ways to gain deeper understanding of users’ needs that lead to a greater user experience.

We do know things about user experience that can be used to make deeper changes that can lead to hundreds of percentages of improvement. With several decades of research we have insights into proven heuristics and UX-design guidelines that can drive the creation of great digital experiences.

Here’s a very digestible (4 minute) and informative video with UX authority Jakob Nielsen discussing how to drive advances in the usability of your digital experiences.

Do We Know Anything About UX?

Jakob Nielsen discusses how proven heuristics and UX design guidelines can drive big advances in creating valuable products.

Main photo by Taras Shypka on Unsplash