Five User Experience Factors to Consider in 2023 

By Jami Sinclair

First impressions are everything, and most today are made digitally. User experience, or UX, is the make-or-break factor in how far a customer travels in the digitally-led buyer’s journey. Before making purchasing decisions, 81% say they research online.

Strong UX design considers both form and function. 75% of users admit to making judgments about a company’s credibility based on their website’s design. And if it doesn’t function well? 88% of users are less likely to return after a bad experience.

The data is clear — it’s essential to put your best digital foot forward!

In 2023, digital consumers’ expectations have never been higher. User experience must be at the forefront of every marketing decision. Here are five UX factors you can’t afford to overlook.  

Design for Mobile 

More than 92% of internet users around the globe get online via mobile devices. They expect to conduct business at their fingertips — and quickly get frustrated and annoyed when they can’t.  

Though a desktop website provides a larger canvas to create more detailed designs and arrange information, designing for mobile users can’t play second fiddle. Consider how your user interface (UI) works for a small screen and ask:  

• Is your mobile site easy to read? 
• Is the important information readily found? 
• Can the site be navigated easily with a single finger? 
• Are calls-to-action clear and quickly achievable? 

Keep it Simple 

Designing with your end-user in mind means simplicity is the guiding principle.  

Take Target for example. Target’s website includes numerous products, and a visitor could be quickly overwhelmed with information about product categories, weekly deals, and seasonal promotions. Instead, the home page features a streamlined navigation with four main pathways, and a single hero image featuring the timeliest information. The rest of the home page cleanly organizes information and provides plenty of access points to get visitors to a destination quickly. The design features enough white space to balance the brand’s bold colors and a large amount of content so the site doesn’t feel cluttered. 

To create a clean, intuitive user experience on your website, resist the urge to bombard your audience with all the information you want them to know right away. Many believe they need to communicate a lot “above the fold” before attention is lost, but the end result is a displeasing cognitive overload.  

Instead, create a guided journey. Think about simple, logical paths that present the right information when a user needs it.   

Think Accessible and Inclusive 

Human-centered design means anyone who interacts with your digital properties should have a good experience. But, people with disabilities – who represent more than 50 million in the U.S. — often feel their needs are overlooked.  

Because the internet is a primary source of information for citizens, digital accessibility has come to the forefront. The American Bar Association says courts have been increasingly inundated with lawsuits filed by individuals with disabilities claiming businesses’ websites are not accessible to them. 

Though currently there isn’t a formal law stating private businesses have to make their websites accessible, that could change. Regardless, designing for inclusion makes good business sense. For a better understanding of accessibility recommendations, consult resources like the Web Content Accessibility Guidelines.  

Personalize 

Personalization is one of the biggest buzzwords in marketing, and for good reason. Curated, tailored user experiences deepen loyalty and grow repeat business. 

Think about your last visit to Amazon. Based on your unique browsing and purchase history, you were greeted with personalized shopping recommendations designed to quickly pull you into the shopping experience. How much extra time did you spend on the site as a result? (Don’t worry, we won’t make you answer that …)  

If you haven’t yet brought personalization to your website to make it more engaging and “sticky,” don’t get intimidated by ideas of fancy algorithms and sophisticated recommendation engines. You can start small with tactics like this:  

• If your business operates in multiple regions, add localized community content. It tailors the experience for your users and signals you’re a local. Many consumers prefer working with local companies. Additionally, it will improve your standing in search results when consumers search for local products and services.  
• Behind the scenes, add tags to your content so you can segment your content by topic and type. This makes it possible to incorporate features that generate personalized content recommendations based on a user’s specific interests.  

Keep it Fresh  

Gone are the days of a “set-and-forget” website. Your company website is the living, breathing, digital representation of your brand. Depending on the type of business, it could be the primary interaction channel for your company. So, think of it as a property that must be maintained. 

A good user experience on your website will keep visitors engaged and returning for more. Continually look for ways to optimize your site speed and the ability of users to find information they need. Evolve your site design in sync with digital trends so it doesn’t feel outdated, which can impact perceived credibility. And, make sure to offer website visitors plenty of value through fresh, informative content that addresses pain points and provides solutions.  

The digital user experience you create is a critical component of business success. By following these recommendations and keeping the end-users top-of-mind in your decision-making, you’ll be sure to engage and delight your customers in 2023! 

Jami Sinclair is the UX/UI Designer at Strategic America. She helps bring brand visions to life digitally through online experiences that attract and retain the right audiences.