Warning: It has nothing to do with design..!
The researchers from Tampere University in Finland found in their study that the most influential aspect of user experience was whether or not the technology was useful to the individual. It appears that usefulness overrides other considerations. It suggests that we persist with any minor niggles of using the technology, as long as we find it useful.
Facebook, for instance, is notorious for its technological issues. You can’t design things the way you want. You can’t really control groups and pages with any real degree of flexibility. Nor can you make changes to certain things because of the way Facebook works. Yet in spite of its technological issues (and there are plenty of them) more than a billion people are happy to use the site most days of the week because they find it extremely useful. The significant degree to which we find Facebook useful overcomes the technological issues.
So when people visit your website are they faced with technological issues, such as poor navigation, or are the met with wonderful, prize-winning design? Either way there could be a “user experience” issue for you.
If your navigation is naff, then people will have a negative experience. Equally, though, if your design is fantastic, but your site is of little use to people, then that too is a user experience issue. Their experience of your website is negative.
If you want more visitors, more business and more profits, you need to ensure your website is of practical use to people.
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