Afinal, você sabe o que é UX?
Durante muito tempo, os produtos e serviços eram desenvolvidos por meio da visão que as empresas tinham das necessidades dos clientes. Os consumidores se adaptavam às ferramentas e produtos comercializados e nem sempre os avanços correspondiam às expectativas do público.
Com avanço da tecnologia e o aumento da exigência do consumidor, esse cenário mudou. Hoje, desenvolver um produto que considere a experiência do usuário final que vai utilizá-lo é fundamental. E é exatamente com isso que o UX, User Experience, se preocupa.
O que é UX?
Desde o advento do computador, não há consenso sobre como se envolver com a tecnologia. Ao longo de décadas, começaram a surgir padrões que comprovadamente tornam os sistemas mais fáceis de usar. A prática de projetar e medir produtos digitais intuitivos e fáceis de usar é o objetivo do UX.
Os especialistas em UX têm um profundo conhecimento de design, tecnologia e psicologia humana.
Mas, o que torna um produto excelente?
O que faz as pessoas voltarem?
O que os afasta?
Um processo de design de UX bem pensado, liderado por um profissional experiente de UX, ajudará você a encontrar o equilíbrio certo e manter os usuários voltando para mais.
Esse processo multidisciplinar envolve uma boa quantidade de pesquisa do usuário, variando de análises básicas e mapas de calor a elaborados esforços de pesquisa empresarial que envolvem observação contextual, estudos diários, pesquisas, entrevistas e grupos de foco.
UX e UI: quais as diferenças?
Para ser claro, o design UX não é a prática de fazer com que os produtos digitais tenham uma boa aparência — objetivo do User Interface (UI). No UX, não se trata apenas de estética, mas do processo de melhorar gradativamente a facilidade de uso e a intuitividade dos produtos digitais.
Embora o design visual desempenhe um papel definitivo no processo, o design UX não é sobre estética, mas é mais focado no desenvolvimento de um projeto para a experiência de um produto. Assim, delineando seu ecossistema e validando o porquê está criando valor para os usuários finais.
Depois que um projeto está no ar, uma grande parte do UX coleta dados quantitativos e qualitativos como meio de entender o comportamento do usuário e melhorar ainda mais o produto por meio de iteração.
Design Thinking e UX: caminhando lado a lado
O design UX é baseado em princípios de design centrado no usuário (UCD — User-centered Design) e Design Thinking.
O termo Design Thinking se refere ao processo de trabalhar em colaboração com clientes e explorar possibilidades do que “poderia ser”, utilizando práticas de brainstorming estruturadas para desenvolver ideias e testar iterativamente essas ideias com os clientes.
Já o UCD se refere a uma coleção de métodos de design que se preocupam com os objetivos, ambientes e expectativas dos usuários finais. Ao fazer as perguntas certas, esses métodos ajudam os designers a otimizar experiências com base em como os usuários desejam, precisam e esperam usar os produtos.
Não se limitando ao design de produto digital, o design centrado no usuário ajuda as empresas a melhorar suas ofertas de serviços em uma variedade de pontos de contato e produtos. O design UX pode ser descrito como a aplicação de metodologias de design centradas no usuário à pilha de design de produto digital.
Fatores que influenciam o processo de design UX
Para que um produto seja criado baseado na experiência do usuário, o time de desenvolvimento deve considerar cinco fatores:
1. Acessível
Todas as informações a serem transmitidas ao usuário devem ser facilmente acessíveis. Dessa forma, considerando que as pessoas gostam da interação rápida e simples com um produto, sistema ou serviço.
Este é um fator chave no design UX e a primeira etapa para estabelecer um bom relacionamento com o usuário. Acessibilidade complexa e lenta envia os usuários a uma longa e tediosa jornada, enquanto a acessibilidade rápida e lúcida chama a atenção das pessoas.
2. Utilizável
Usabilidade é a jornada dos usuários com o produto ou serviço, ou seja, quanto fácil de navegar ele é. Por exemplo, em uma página da Web, uma interface complicada pode confundir os usuários, portanto, os designers de UX devem analisar as complicações que um usuário pode sentir e eliminá-la.
Vencer as complicações que o usuário possa sentir ajudará na facilidade de uso de um produto, sistema ou serviço. Oferecer aos usuários um produto ou serviço de fácil operação aumentam as chances de garantir a satisfação do cliente.
3. Localizável
Os usuários preferem que as informações sejam organizadas e que sejam facilmente recuperáveis. O produto, sistema ou serviço deve ser prestado de forma que o usuário possa descobrir facilmente a informação que deseja.
4. Desejável
O produto final deve combinar imagens gráficas perfeitas, componentes de design, marca e, mais importante, um conteúdo atraente para evocar sentimento e apreciação, tornando o produto fascinante e desejável. As expectativas e desejos do usuário são importantes no design de UX. Portanto, todas as medidas são tomadas para fornecer a melhor experiência possível.
5. Credível
O objetivo principal do UX é produzir produtos, sistemas ou serviços que criam experiências significativas e relevantes para os usuários. Dessa forma, os usuários confiarão e acreditarão que a informação veiculada e a credibilidade da organização podem ser evocadas. Portanto, os designers de UX devem enquadrar o produto da forma mais convincente possível.
Em suma, o UX tenta entregar a solução certa, da maneira assertiva, na hora certa e ainda encantar as pessoas quando elas interagem com um sistema digital para garantir a satisfação do cliente.
E você, já pensou sobre o UX dos sistemas que utiliza? Ficou interessado? Entre em contato e converse conosco!
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