Do you really need a UX designer for your e-commerce website?

Posted 16.01.2023

By Rob Twells

As the e-commerce industry continues to grow, it’s more important than ever to have a website that not only looks great but also provides a seamless and enjoyable user experience (UX). A UX designer can help you achieve this by understanding the needs and behaviours of your target audience and using this knowledge to design a website that is intuitive, easy to navigate, and ultimately helps to increase conversions.

Research

One of the key roles of a UX designer is to conduct user research. This includes conducting surveys, interviews, and usability testing to understand how your target audience interacts with your website. This information is used to identify pain points and areas for improvement, as well as to gather feedback on what users like and dislike about your current website.

Usability interviews

Wireframes

Once the research is complete, a UX designer will use this information to create wireframes and mockups of the new website. These are essentially blueprints of the website, showing the layout, navigation, and content of each page. They provide a visual representation of the proposed design and allow for feedback and revisions to be made before any development work begins.

Wireframes in web design

At Frogspark, we use tools such as Clueify, harnessing the power of AI alongside our experience to help make data-driven design decisions. This not only gives us great insights it can also make the process far quicker and cost-effective.

The wireframes and mockups are then used as a guide for the development team, ensuring that the final website is true to the original design intent. A UX designer will also work with the development team during the build process to ensure that the website is technically sound and that it meets the needs of the users.

Navigation

One of the most important aspects of a UX designer’s role is to create a website that is easy to navigate. This includes designing a clear and consistent layout, creating intuitive navigation, and making sure that the most important information is easy to find. A good UX designer will also consider the different devices that users may access the website on, such as desktop computers, tablets, and smartphones, and ensure that the website is fully responsive and works well on all devices.

Website navigation on Derby Quad Website

Accessibility

A UX designer will also be responsible for ensuring that the website is accessible to all users, including those with disabilities. This may include designing the website to meet accessibility standards, and ensuring that the website is easy to use for users with assistive technology, such as screen readers.

Though many businesses often see accessibility as an afterthought or time-consuming and costly, there’s actually a very strong business case for improving the accessibility of your website.

Conversions = revenue

In addition to improving the user experience, a good UX designer will also help to increase conversions. They will use their understanding of user behaviour and research to design a website that not only looks good but also guides users towards the desired action, whether that be making a purchase or signing up for a newsletter. This may include designing calls-to-action that are prominent and easy to find, as well as creating a sense of urgency or scarcity to encourage users to take action.

Latest trends

Finally, a good UX designer will also be aware of the latest trends and best practices in e-commerce design. They will stay up-to-date with the latest design trends and ensure that the website they design is both visually appealing and easy to use.

In conclusion, a UX designer is an essential part of any e-commerce website development team. They bring a unique set of skills and knowledge to the table, including user research, wireframing, and user-centred design, that helps to create a business website that is not only visually appealing but also easy to use and effective at converting users. Investing in a UX designer is an investment in the success of your e-commerce website and a key step in ensuring that it stands out from the competition.

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