Beyond Aesthetics: The Role of Data in UI/UX Design

Olivia Rhye
11 Jan 2022
5 min read

Creating effective and user-friendly interfaces is one of the most formidable elements of successful digital design. Design is practical and user-friendly when understood at a glance, utilized by intuition, and seamlessly guides users towards their goals. Or, in this case, yours.

It must be an experience that is easy to use, enjoyable, and rewarding.

As the famous saying by Paul Rand goes, 'Design is so simple. That's why it's so complicated.'

Data To Design

With the advent of data tools that measure every aspect of interaction on a web page, the ability to use this information for a better experience is an invaluable asset to improving and optimizing digital interfaces.

Determining which design elements to implement in a project should be based on data, research, and design objectives.

Let's look at a few data types and information that can help inform our design decisions. We will base our observations on an example of an e-commerce store and the most relevant areas needing addressing.

A/B Testing

The A/B testing method compares two versions of a web page or application to determine which performs better concerning a specific goal or metric.

It works by showing one version (A) to one group of users and another version (B), which would have some changes for testing purposes, to another group. As data gets accumulated, an analyst can compare the performance of these two versions.

Data points like click-through rates or conversion rates would help make data-driven decisions to optimize user experience and achieve objectives.

It's a valuable tool for refining design, content, and functionality to enhance user engagement and achieve better outcomes.

UI/UX Principles Applied: By conducting A/B testing, you apply the user-centred design principle. You're using data analysis to identify a specific issue (high bounce rate) and then implementing design variations to test which strategy performs better.

This data aligns with the principles of continuous improvement and usability testing in UX design.

Optimize Product Page Layout

The product detail page is the most important page for an e-commerce store. Your data shows that users are leaving rather quickly.

These could be due to a multitude of factors, the most common being:

  • Lack of relevant information - Users usually go if details are not specific.
  • Complex or unintuitive layout - If users can't find information easily, they are likely to bounce.
  • Slow page load times - Probably the most frustrating, caused by large image files or interactive elements.

UI/UX Principles Applied: The "Law of Continuity" and "Law of Closure" would be the ideal design principles designers can apply to the product page layout.

The Law of Continuity states that "Elements that are arranged on a line or curve are perceived as more related than elements that are not."

The Law of Closure states, "The mind can perceive more information than what is actually visible."

By optimizing the design with a clear and linear flow of information and creating a sense of completeness in the content presentation, the design team can aim to hold users' attention and guide them through the product details.

Content Strategy

Analysis of content on your product page has shown that users are not engaging with video content. Even though your videos show the products in detail with use case scenarios, they don't have the desired effect. Nor has it helped in increasing conversions.

A few reasons for this could be:

  • Slow-loading videos.
  • The duration could be too long.
  • Shoppers may need more time to view multiple videos if comparing products.

UI/UX Principles Applied: The data for your content strategy suggests that video content has yet to initiate further usability or engagement. To align with the stated principles, we would shift our content strategy to visually appealing imagery to present product details or use cases.

Call-to-Action Placement

Your heatmap and visitor activity metrics show that the product detail pages' call-to-action (CTA) buttons need to get more clicks.

A few factors that could be leading to this are:

  • The copy of the button text is uninviting.
  • The button colors do not stand out.
  • You may have placed the button out of the line of sight.

UI/UX Principles Applied: To improve the chances of your CTA button, apply the "Law of Proximity" by placing the buttons closer to the product information and benefits.

The Law of Proximity states, "When objects are placed near one another, the mind perceives them as a group."

Making your CTA buttons stand out with visual cues like contrasting colors and increasing their size if necessary can lead to a higher click-through rate. These steps would align with the principles of visibility and visual hierarchy.

Page Load Times

Predictive analytics can help anticipate when and where performance issues, such as slow load times or high traffic periods, may occur. This information can be used to assist design decisions to ensure a smooth user experience.

Your traffic metrics indicate that many users abandon product detail pages due to slow page load times.

Factors that could lead to this include:

  • Excessive content.
  • Too many interactive elements.
  • Multiple HTTP requests for numerous CSS and JavaScript files, fonts and images.

UI/UX Principles Applied: By prioritizing improving page load times, you align with the principle of performance optimization. Faster-loading pages enhance the user experience and reduce bounce rates.

In summary, applying these UI/UX principles based on specific data analysis can address all the relevant areas for optimization and improve the overall user experience on your e-commerce website.

With methods like those outlined above, data analysis can help you identify design opportunities, make informed decisions, and enhance user satisfaction and business outcomes.

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Olivia Rhye
11 Jan 2022
5 min read

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