User Experience Design

AKG’s designers subscribe to a User Centred Design philosophy. We think that this is very important. It means that we think of design as serving the nature and needs of the user, rather than being something that users need to learn or adapt to. The result is user experience that is more intuitive; design that needs less learning.

We can apply this principle in a number of ways, but most times we’ll start by creating personas. These personas will challenge your knowledge of your customers. We’ll visualise them and describe them in as much detail as possible. For example … there’s Bridget:

Bridget is Company Secretary of a FTSE100 company. As part of her job, she buys corporate legal services. Bridget is 43. She’s a graduate in a business discipline. She’s very busy and time-poor. Consequently, she values speed and clarity above all other things. When she visits a website she wants to find the services she needs quickly and doesn’t want to dig around for a relevant contact. She would never use a generic email address to make contact. Bridget likes to use site search engines, rather than make use of menus. Bridget reads the Telegraph. Her most frequently visited websites include ft.com and asos.com.

Now that we have a picture of Bridget, our User Experience Designers can get to work designing user journeys that will suit her particularly well. The resulting wireframes may well be used to build a prototype and we may ask Bridget, or possibly a number of Bridgets, to join us for some usability testing. Bridget is the expert in how she herself uses websites. She’ll tell us if we are striking the right balance between navigation, signposting, content presentation and calls to action.

In 2009/10 AKG helped Cadbury to visualise the audiences for its corporate website.

If you would like to find out more about how user experience design could deliver positive user outcomes for your projects, email Anna Gilson on 07590 033 422 or 020 8133 4426. You can email her on anna@akgconsulting.co.uk if you’d prefer.