“Content is the King” and remains so, even in the case of UX/UI. A layperson may think that UX/UI is about hassle-free transitions, sleek design, and eye-catching colors. However, it may surprise many that good content is equally essential in keeping the users engaged and making their online experience comfortable. A superb UX/UI consists of not only superior technology and graphics but also accurate content.
Websites & Apps are dynamic representations of brands and stores. They are meant to attract and drive consumers into action. Both websites & apps are composed of User Interface(UI) and Content. Without the latter, the former makes no sense, and hence good content is what makes or mars UX/UI. From drop-down Menus to buttons, headers to body texts, content is visible to the prospective client along with graphics.
Good Content & Good User Experience are Synonymous
Top web design companies invest a lot of time developing world-class websites to showcase products and services. If these websites or even apps, for that matter, lack good content, all the hard work will go down the drain. Content should be considered before, during, and even after launching the website/app. Content specialists should be included in all meetings of the product strategy & marketing team.
UX writing has recently emerged as a critical field of content writing which can be defined as the process of writing UI copy that enables users to interact with an app or website easily. Before this trend started, creating a copy for the UI was considered to be the last thing on the menu. Many times, it was done by developers who had created the UX/UI. As they have a technical mindset, the UI copy ended up having some difficult-to-understand words. UX/UI Content strategists are creators & writers who have experience in complementary skills. They have some technical knowledge as well and focus on improving the overall User Experience.
Interface graphics designers consider content as part of the interface and therefore the User Experience. There are interfaces which even engage the users to go ahead and read a Blog on product/service offered.
Stats and Facts that Underline the Importance UX/UI Content:
A good User Interface can increase conversion rates by as much as 200% (Intechnic)
Over 30% of customers ditched a brand they liked after just one bad User Experience (SuperOffice)
61% of consumers buy a product/service after reading company blogs (Quicksprout)
About 70% of clients find out about a company through its blog (Quicksprout)
About 33% of mobile users are not happy with scaling issues & inability to click without zooming (Multichannel Merchant)
Content-first design for a better User Experience
Gone are the days when the user interface was designed first and then relevant text fitted inside. Nowadays, content is written first, and advantages and restrictions of the same are taken into consideration before planning the User Interface. Let’s look at the step-by-step process of designing Content first.
Decide strategy & process
To find out what content & design will work best for the company, the content writer needs to put themselves in the user’s shoes. The strategy should not be decided merely on the company’s goals but also on consumers’ requirements.
Start the process
Once the strategy and process are decided, it’s time to put things into perspective. The technology required to construct the design and the content around which the design is built should be available. Once these two are in place, the deadline for final design creation should be given
Test the Content & Design
To cut down on trial & error, UX/UI should be tested internally or on the target audience before the actual launch. Feedback received from the target audience during the trials can be used to make the UX/UI, including Content, more efficient.
Once these three steps have been completed, it’s time to go for launch…
What can Good UX/UI Content Achieve:
1. Clarity
UX/UI design is always done keeping the users’ interests in mind and navigation made crystal clear. UX/UI Content plays a big role in achieving this goal of designers. One can compare this experience with buying something in a brick & mortar store. The store has an outstanding visual design but no descriptive suggestions. A prospective client will only be able to guess what the product offers, which means they’ll not be able to make any concrete decision . On the other hand, specific UX/UI content will make the visitors’ experience seamless.
2. Brand Identity
In this world of cut-throat competition, there is no room for errors. A company may have the best products, but they will not be sold without proper branding & marketing. Since websites & mobile apps are used as digital Marketing tools, Content written on them is paramount. In fact, what separates the company’s products from the rest is the creative use of words, images, infographics, and even videos.
UX/UI content reinforces the brand identity with the use of specific words which define the brand. Typical use of words is unlikely to pique interest in the minds of consumers, and that is when creative UX/UI comes into the picture. Storytelling is another way to keep the consumers engaged.
3. Conversions
The ultimate aim of all the hard work on UX/UI design and content is to increase conversions from prospects to consumers. If, after all the immersive experience, the website/app visitor does not buy a product/service, it makes no sense. In case of poor UX/UI content, the conversion rates will be meagre, if any. Another issue with UX/UI content can be that it is not brief and too wordy, driving away traffic instead of moving it forward.
However, a Content-driven UX/UI will not only engage the prospects but also result in purchases or sales either online or in brick & mortar stores. Thus, improving the overall productivity and profitability of the firm.
To wrap it up…
It may seem counter-intuitive that Content should be finalized first and then UX/UI developed based on the former, but that is what works! Both Content & Design should work as one cohesive unit, making the User Experience a smooth and memorable one. UX/UI content may be brief in nature, but it has the potential to make the User Interaction crystal clear, and increase Brand Equity and profits. No doubt, Content is paramount to UX/UI.
