User Experience is something that we talk about more and more with our clients. If you are not aware of the term then this should be in your arsenal of vocabulary especially if you’re a web-master.

Understanding what makes the user happy will elevate your website to a whole new level. The overall objective of your website is to make the user very happy. We don’t want to make them think too much, and anything they do engage with needs to be super simple and very easy to use.

User Experience trends are starting to become more common, and in this post we will start to look a lot more in depth with some of the most common UX concepts in 2016.

Lets start with the website…

Very often the website is recognised as a singular asset, but your website is so much more than a collection of web pages. It needs to be considered how users interact with your brand and website offline and online.

Lets say for example you are a website that sells football tickets. A user that commits to buying a ticket will first start by finding out the ticket price information and what time the game starts. They may then decide to travel by train and will navigate to another website to check train times, and then finally they may tweet there friends on social media to see if they are able to make it.

You can see in this process there have been multiple site interactions before the purchase is actually made. It is important that we identify how your website functions within this process.

As web designers it is important for us to recognise that UX design is becoming increasingly more important. The interfaces and websites that we design must be intuitive for a user to complete their desired action.

Mobile browsing has now overtaken desktop browsing. Yes its true! Most users now will be viewing your website on their mobile and If that experience is poor then there’s only one place that they will end up. Yes that’s right on your competitors mobile responsive well designed and UX friendly website.

One Step Too Far

Every little action needs to be reviewed, tested and improved. Your website architecture needs to have a natural flow, and logical architecture. Each click and menu item needs to be scrutinised to identify whether that additional step or ‘click’ is required.

Designs need to be reviewed not only by the design team and client, but the whole team need to be involved in the process. Each team member will bring a new element to the customer journey that others may not have heard of.


Finding out as much information about your user will allow you to personalise content specific to your user.  Building up knowledge of your user and what they like is the first step you need to take to personalisation greatness.

Small differences can impact big results

There are an awful lot of interactions that users overlook. These micro interactions can make noticeable differences to the UX of your website.

The small number that appears in the shopping basket is a prime example of this. This feedback is what enhances the experience for the user. They also help to reduce user error, explain function and even entertain.  It’s only when you don’t see these elements in place that you actually notice how important they are. Take these elements away from a site, and suddenly a website is far less engaging.

As designers we should be aware of the actions that we present to the user. We want to ensure any function we do display, is seamless and easy to action. When managed incorrectly these functions can be distracting and provide low rates of conversion if not implemented correctly.


Its all very well micro analysing UX, however if the design of your website is sub standard then there is certainly an issue.

The biggest thing we see with some clients is the lack of urgency to make their website mobile responsive.

Taking a mobile first approach is certainly the future. Designs should be 100% on mobile and should then scale up to bigger devices.

When designed correctly a responsive site should be able to keep the core UX elements and retain a consistent aesthetic.  Retaining a certain amount of consistency is key, as users may interact with your website on various devices, i.e. its likely that they will not complete all that they wish within their first interaction.

Are we making progress?

A progress bar can make all the difference to a users mind set. It’s important when asking a user to undertake a series of steps that you identify their progress. This will help to keep users engaged and to see it through to the very end.

This post has outlined just a few UX elements that you should be familiar with in respect to your website.

Grey Coffee offers UX Web Design, UX Analysis and UX Digital Consultancy to businesses in Nottingham and all over the UK.

We are happy to talk through any new projects or how we can support your business needs.

If you would like to get in touch with us, then email us or call us 0115 798 0699.