Web design is one of the most important aspects of any digital marketing and advertising plan that is approached holistically. Therefore, entrepreneurs and managers need to have practical criteria to evaluate proposals and make decisions on this matter. By web design we mean the different spaces, elements and content with which people interact when they browse the Internet. From a web page, to the avatar of the accounts in social networks, through banners, infographics, forms or images for Instagram.
That is, web design has to do with all the graphic components involved in the user interaction process, which should respond to professional web design guidelines. It is good to keep in mind that in this area there has always been a controversy among specialists about what is more important, whether aesthetics or functionality. And many believe that the answer is in the balance or the balance between both aspects.
But the service perspective is much more helpful in seeing clearly the real challenges facing web design. Because the quality of service is easier to measure and improve than subjective tastes about aesthetics. From a service vision, web design is about achieving the appropriate combination of aesthetics and functionality to satisfy customers when they interact in some way with a web design.
Certain human expectations when interacting with technology. Certain human behaviors when consuming information (text, image, video or audio). The specific objectives of each customer segment when interacting with the information at a certain time. These three aspects form the basis of the needs that clients instinctively seek to satisfy in the face of a web design. Honduras Phone Number List Additionally, from the point of view of the entire interactive experience, the satisfaction of those customer needs also depends on the usability of the design. By usability we mean the degree of effectiveness, efficiency and satisfaction with which specific users can achieve specific objectives, in specific contexts of use. In other words, one web design has more usability than another, to the extent that it helps clients get what they want with the least possible effort.
Customers are always looking for information. Speed is the most important attribute in the process of searching and finding that information. The degree of satisfaction with the search process and the results is determined by the specific objectives of the clients. With these criteria in mind, let’s go back to what satisfies customers when interacting with a web design.
Human expectations versus technology
An expectation is a hope of accomplishing or achieving something, or the possibility that something will happen. In this sense, when we interact with technology, people expect certain patterns to occur. But we are not born with those expectations, but rather: For example, in the case of expectations about the response speed of a function, they are associated with whether the technology is working or not.
It is what happens when you interact with a light switch to turn it on. You unconsciously expect the light to turn on in less than a second. If the answer takes longer, your expectation will not be satisfied and you will think that something bad is happening with the light bulb, with the electrical current or with the switch itself.
It is the same in front of a web page. When it takes longer to download than “normal”, we think that something must be with it or with the Internet connection. By the way, a 2009 study by Forrester Research found that online shoppers expect pages to load in 2 seconds or less.
Our expectations of technology performance are shaped by the technologies we use most frequently. For example, the intense frequency of use of Google, Amazon or Wikipedia gives us perceptions about “standards” of response speed and graphic design. Therefore, the web design should use those parameters. The same happens with the texts that are links