User experience, definition and its processes

Let's define what is a user experience.

User experience on trial ...

If you are on the path of website development or would like to upgrade your existing website/store and you have heard of optimizing the user experience … you are on the right page.

In this article, we will take a detailed look at the user experience on the site, define it, and present the work of a user experience designer. We will present the stages of the user experience design process. Of course, define what good user experience means to murder and what we gain from it. what our users gain.

UX is focused on the user and his requirements, expectations and pain


In short, UX or. the user experience is the path a user takes when they come to your site. User experience is measured by how quickly a user finds their way from point A to point B. The factors are speed, understanding, navigation, and additional information.

UX, however, is only part of a broader process of designing and building a website, store, or application.

What is user experience.

Let’s define what UX is and what falls into that realm?

UX is part of the process of designing and building a website. When we talk about the user experience, we have in mind how the user feels on the page, which is not necessarily true. UX designers take care of the flow of information and create a user path from point A (page entry) to point B (conversion).

This includes planning the layout of elements on the page, buttons, images, sidebars, navigation, and the content itself. But ONLY the layout. Everything that is in line with the look (colors, fonts, sizes, etc.) is the work of the UI designer or. user interface designer.

What would you like to achieve by optimizing the user experience?

An example of a good user experience is when a user comes to a page and easily navigates through content without having to search under a page or buy a button. The site guides him through the entire purchase or ordering process and always knows where it is located.

A well-optimized page will always offer the user additional information or take him to the next page where he can read more. He always has the option of contracting, purchasing, subscribing or simply sharing with his friends.

The elements are always where the user expects or needs them. When it breaks in the process, there is always a way back or a quick help button.

Page does not exist? The user is offered similar content that may be of interest to him.

Optimization user experience UX.

User experience optimization

As we said, the UX designer is concerned with process optimization. Whether it’s the process of shopping or browsing online recipes. That is why optimizing the user experience is such a successful step towards achieving the desired results on the website.

Just moving a button or easier navigation can bring huge results to a company.

Optimization is done through site testing and implementation of already known practices. Many times we come across oversaturated texts, poor navigation menus, dead ends, or delicious 404 pages without content.

How does user experience planning work?

The user experience is planned based on research, understanding and testing. The main phases are:

Site goal definition

In the first step of any UX project, it is important to set goals for which the company brings the most value. These can be specific purchases, subscriptions, or subscribing to e-mail newsletters. It makes sense that the goals are in line with the goals of the company or. its strategy.


In the research phase, we will identify the guidelines and trends of the industry, define user profiles (create a person who represents the selected target group) and identify their needs, desires, and expectations.

Competition study

When we talk about the study of competition, we do not mean lengthy processes of inquiry, interviews, surveys, etc. Of course, if we want a very broad and deeper understanding of the market, this is also the direction we can take. But at this point, we can only type our activity into the Google search engine and review who is present online, how they present themselves, and how they have structured websites.

We want to figure out how to position ourselves online compared to the competition so that you stand out and be different. It also makes sense to browse pages from abroad.

Many times we will get a good insight into the current trends used in your industry and ideas on how to present yourself even better.

Definition of the target group and determination of user profiles (persons)

This step would be described as one of the most important in the UX process. Now is the time to identify and determine the most relevant target group and present it in detail with a fictional person. This person will serve as a reference point for future designs. When we ask ourselves whether A or B would make sense, we can ask ourselves what would make sense to that person and what that person would expect or need.

The question arises, where to get this information?

If you are developing an additional page, functionality for an existing page, or application, we can use analytical data from an analytical platform such as Google Analitycs.

If we do not have this information, or you are developing a completely new page without previous information, this phase of the process is more creative. First of all, we can conclude from the functionality and usability of the product/service, which target group might be suitable for it. Here we can help ourselves with any sites that offer analytical data for a specific industry or product. However, we will definitely get the right information in the testing phase, where we may promote the test site or hire some company to test it for us.

What information makes sense to identify a person?

When creating a persona, it makes sense to specify the following information:

– Name and surname (helps with visualization of persona)
– demographic data (age, sex, location, status, job, education, social status)
– story (for a person we create a story about who he is, how his / her pain is born and what the solution means for her as well as what she gains with it)
– hobbies, habits, interests, and preferences of brands,
– preferences of mobile devices (smartwatch, mobile phone, tablet, laptop, desktop computer),
– frustration (what is the user’s pain)
– wishes, needs, and expectations.


Once we have defined user profiles, we understand the needs and motivations of our target audience. We now need to determine the functionality of the site that makes the most sense to our users and in achieving our business goals. It is advisable to determine these functionalities through the system because many times we have a limited budget or a very narrow timeline. Therefore, we need to think about which functions are most important to us and which ones we can successfully achieve within the given framework.

Wire drawing web pages.

Wire drawing of the website or. wireframing

It is time to compose the flow of information through the page. When we talk about wireframes or. wire drawings, we only need to imagine rough sketches of the page. We are not yet making concrete layouts at this stage, because we need to be open to change.

The goal is to create a flow of information in a way that makes sense to each person. So we create them with a strategy of achieving the user’s goals.

It is recommended to make min.4-5 wire layouts for the type page. Thus, we do not get caught up in the first ball effect and allow ourselves to explore different possibilities that we might not have come up with on the first ball.

User experience and testing

We understand the product, we understand the motivation of the users and their problem. We have created a channel of information and successfully combined everything into a final form that looks perfect. Now comes the moment where we will find out if our theses were weighty and if we really put ourselves in the user’s shoes. It’s time for testing!

Wire drawings are brought to life with a program such as Adobe XD, Figma, or Sketch. The tested prototype is tested with real users. Testing can be done with acquaintances, family members, we can post an ad and find testers, or we can pay an outside company to test a prototype site for us. The ultimate goal is to hone the page to the point where we will be happy with the result.

And no worries, we will never be completely satisfied because there is always room for improvement.

When we have honed the UX and are satisfied with the results achieved, the page is handed over to the UI designer, who takes care of the colors, fonts, images, and other multimedia content.

The user experience does not end on the page

Because the UX designer creates information channels, it is his job to also think about what the user will do when he leaves the page. In this case, these are additional marketing channels such as re-marketing, email-marketing, an abandoned shopping cart system, reminders for evaluation, or mailing, which wishes the user all the best when his day comes.

When we plan comprehensively, the sales effect is also much greater. So we sell more, we gain more followers, and our users have the feeling that we remember them and that they are not just numbers. As a result, they are even more connected to our company, which has a strong effect on the branding and reputation of the company.

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