Surely, on many occasions you have heard about usability and user experience, but do you really know what each one is? It is important that you get to know them individually before starting to work with them in your digital marketing strategy.
Although they are terms that are closely related, you must be clear that they are not the same. For this reason, it is so necessary that you learn to identify them. You have to know each aspect that characterizes them. Only then can you use each one in the correct way for you to be successful.
For this, it is also essential that you bear in mind the differences that exist between usability and user experience. This guide will show you everything you need to know before structuring your strategy and applying it based on these two concepts.
Know in depth the usability and user experience
The first thing you have to know is the meaning of the term’s usability and user experience. In the case of the former, it is a relevant quality indicator for interactive IT systems / software products. It can be said that it is the ability to be understood, learned or used and be attractive to the user under certain conditions of use.
It also refers to the degree to which the products are easy to use and understand. For example, that they are efficient, with fewer errors and more satisfactory for the users. In short, it can be said that it is mainly about the functional part of the product.
On the other hand, user experience can be defined as a subjective feeling and attitudes of a person about the use of a specific product. This includes the functional scope, the product brand, the psychological expectation, and the actual emotional feeling.
They are all those perceptions and responses of users that arise from the use or anticipation of use of a product, system or service. Emotions, beliefs, preferences, points of view and psychic and psychological responses are involved in them. In addition, they also compete with the behaviors and achievements of the user before, during and after use.
It can be said that the UX is a consequence of the brand image, its presentation, functionality and performance of the system. It should be noted that it is interpreted from the perspective of the user’s personal goals. Here the class of perceptual and emotional aspects typically associated with user experience can be included.
Reveal the differences between usability and user experience
There are many differential aspects between usability and user experience. So that you can use them both individually and together, remember that both are related, but they are totally different:
1.- The objectives they have
Keep in mind that the user experience is intended to improve the overall feeling that users get when using a web system. They focus on helping users to have a positive perception of how a site or a web application interacts with them.
It should be noted that UX has great relevance in modern SEO optimization. One of the clearest examples is the speed of a website related to user experience. There is no doubt that if you focus on this factor, you will be able to improve your search engine rankings.
For its part, usability focuses on classification. In fact, Google uses it for this purpose. In this case, you have to keep in mind not only SEO, but also having real visitors. In this way you can increase the ease of use of the site.
In addition, it is important to make clear that it greatly reduces the amount of work that users have to do to complete tasks on the website. A factor of weight when determining the level of usability of a site.
2.- Key factors of usability and user experience
It is essential that you know how to distinguish these particular aspects, since they are key in the correct usability and user experience. By knowing them in depth, you can incorporate them into your strategy and make better use of them:
- Learning: users must be able to complete their basic actions the first time they access your website.
- Efficiency: your website has to allow visitors to complete these actions in a considerable time.
- Effectiveness: it is about identifying the number of errors that the visits execute, how serious and in what way they can be rectified.
- User satisfaction: your website must be able to offer a simple and pleasant navigation system. In this way, users will have the possibility to complete their actions intuitively.
- Easy to remember: you have to get users to use your website again with ease. You should always be aware of whether it has been a long time since they last visited you.
- Utility and value: your website need to provide useful content for the user with a precise and relevant message for people.
- Trust and security: these two aspects are key, especially if it is a website where personal data is exchanged. For this reason, it is essential that you install an SSL certificate.
- Fast loading and easy to search: it is essential that you make sure that your page loads in the shortest possible time, this means that it should not exceed 3 seconds. Likewise, the content must be presented quickly and must be found without complications. The simpler it is, the sooner they will come back.
- User desire: you must awaken it through aesthetics, either with images, design, among other fundamental elements. All are ideal for you to attract the attention of your visitors.
- Usability: this is where the effectiveness and efficiency of your website is reflected. Keep in mind that users should be able to navigate it easily. So, they want to get back to your page as soon as possible.
3.- Resources that are required
You already know the objectives and factors in which usability and user experience differ. Now, you need to know what resources you should have if you intend to work with them. For example, usability involves those employees who contribute to the design of the user interface of a website.
While in the case of the user experience, the collective and constant effort of the employees of the different departments is required. These include engineering, marketing, graphic and industrial design, and interface design. It’s about working together to be successful.
4.- Usability and user experience problems
Among the most common usability problems when it comes to user-centered design, you’ll find the following:
- Evaluation of the overall effectiveness and efficiency of the product, as well as the study of user comfort and satisfaction. Taking it in both cases as a design objective.
- Design the product so that it is easy to use and you can evaluate the usability problem.
On the other hand, there are the problems that usually arise in the case of user experience:
- Design and evaluate what users do during the process of starting and ending interactivity with the product.
- Maximize the realization of the stimulus, the recognition and elicit emotional resonance.
5.- Objectivity and subjectivity
You have to know that usability is objective, but not only that, it is also measurable. It gives you the opportunity to measure how well products and systems satisfy your users. In this way, engineers can evaluate the usability of a website in several ways. It can be through surveys and feedback analysis. But in the case of user experience, it is very subjective. This may be because it varies depending on the emotional and psychological expectations of the user. Therefore, the person in charge of designing the UX must analyze and anticipate the needs and expectations of the user. Then you will have to design applications and sites that meet your expectations.