Written by Elena Biedert

A UXQB® Certified Professional for Usability and User Experience with an extensive portfolio of projects for some world-renowned companies. Elena is also a multi-award winning pre- and postnatal coach, internationally published author, model, and solopreneur. 

IG: @elenabiedert

In today’s hyper-competitive marketplace, businesses constantly search for opportunities to stand out. While product quality and effective marketing remain crucial, one often underestimated factor can significantly impact a company’s success: User Experience (UX). UX isn’t just about making things look pretty. It’s about creating seamless, intuitive, and enjoyable interactions that foster customer loyalty and drive business growth. This article explores the core principles of good UX and showcases how four leading companies have leveraged its power and how you can use their approach to your advantage.

The DNA of Great UX

User Experience (UX) encompasses every touchpoint a user has with a product, service, or brand. It includes all the interactions, from initial discovery to ongoing engagement. A well-designed UX not only satisfies user needs but also anticipates them, creating positive and memorable experiences. But what are the key ingredients of exceptional UX? The six components to consider when designing any product or service include usability, accessibility, information architecture, interaction design, visual design, and emotional design.

Usability

Usability is the foundation of UX, focusing on how easily users can achieve their goals. A usable product is easy to learn, which means that new users can quickly grasp the basics and start using the product effectively. This ease of learning also saves costs because there is no need for extensive onboarding tutorials, and it frees up customer support resources. Additionally, a product should be efficient to use. As a business, you offer a solution to a specific problem, so you should ensure that experienced users can perform tasks quickly and with minimal effort. This involves the information architecture or structure of your product, visual cues, and technical performance. As I mentioned in my last article, even a one-second delay in page response can decrease conversions by 7%. Sites that load in less than one second see three times more conversions than websites that take up to five seconds.

Usability also means the product should be easy to remember. Users should be able to recall how to use the product even after a period of inactivity. Even complex applications can be designed in a way that allows users to easily remember the flow needed to accomplish tasks. Lastly, a usable product is error-tolerant. Through good design, an error-tolerant system minimizes the occurrence of errors but also provides clear pathways for users to recover when mistakes inevitably happen. This includes offering helpful error messages that explain the problem and suggest solutions, allowing users to undo actions or correct incorrect input without frustration or data loss. A satisfying user experience goes beyond just being functional; it evokes positive emotions and creates a sense of accomplishment, which can be achieved through intuitive interfaces, delightful micro-interactions, clear feedback, and a design that aligns with user expectations.

Accessibility

Accessibility ensures that products and services are usable by people of all abilities, including those with disabilities. This includes considerations like visual, auditory, and motor accessibility. For instance, providing alternative text for images, ensuring sufficient color contrast, and supporting screen readers is essential. Additionally, offering captions and transcripts for audio and video content and ensuring keyboard navigation compatibility with assistive devices are important aspects of accessibility. For digital products, it’s also essential to provide enough space for touch targets when designing for screens.

Information Architecture

Information architecture focuses on organizing and structuring content in a way that makes sense to users. This includes creating intuitive navigation with clear menus, a logical site structure, and consistent labeling. Effective search functionality is also a key component, allowing users to find what they need quickly. Consistent language with clear terminology throughout the product or service is vital for ensuring that users are not confused and can navigate the interface easily.

Interaction Design

Interaction design focuses on how users interact with the product, shaping the flow of their experience. To achieve a good interaction flow, use intuitive interfaces with familiar patterns and conventions, which also helps reduce users’ cognitive load. Providing clear and timely feedback on user actions—such as visual cues, sounds, and animations—enhances the user experience and keeps users engaged. The goal is to design a product that minimizes the likelihood of errors while providing a smooth, enjoyable experience.

Visual Design

Visual design goes beyond mere aesthetics. It uses visual elements to enhance usability and communicate brand values. Through visual design, you can reflect the brand’s identity and values. Effective use of typography, color, and layout can help establish a visual hierarchy and guide users’ attention to key information. Visual design can also evoke different emotions depending on the color, forms, and other visual elements used. The goal is to create a visually appealing and engaging experience that resonates with the target audience.

Emotional Design

Emotional design considers the emotional impact of the user experience, aiming to build a connection with users. While this can be achieved through visual design, it extends to micro-interactions, tone of voice, and imagery associated with the brand. For example, creating a mascot that represents a brand’s personality—like Mailchimp or Duolingo—can forge a deeper connection with users. Additionally, designing small, delightful moments of interaction can enhance the overall experience. My personal favorites are the animations of Duolingo characters and the flying unicorns I see when completing tasks in Asana. These small interactions create a sense of joy and accomplishment, further enhancing the overall experience.

Finally, emotional design can also be incorporated through storytelling. By integrating narratives into the user journey, you can create a more engaging and memorable experience, strengthening the bond between users and the product.

By focusing on these six components—usability, accessibility, information architecture, interaction design, visual design, and emotional design—you can craft a truly great user experience that leaves a lasting impression.

Learn from Leading Brands

Let’s talk about four companies that have mastered the art of UX, reaping the rewards in customer loyalty and business success.

Asana

Asana, a popular project management tool, excels at simplifying complex workflows. Their clean, intuitive interface and focus on visual cues make it easy for teams to collaborate and track progress. Asana’s strength lies in its ability to break down large projects into manageable tasks, providing a clear overview of responsibilities and deadlines. Their brand voice is professional yet approachable, fostering a sense of trust and efficiency. The ease of use, interaction flow and visual cues is what differentiates Asana from all other popular project management tools.

Mailchimp

Mailchimp has transformed email marketing from a chore into a more engaging experience. Their friendly tone of voice, playful illustrations, and emphasis on user success create a positive and welcoming atmosphere. Mailchimp is great with onboarding new users, providing helpful tips and guidance throughout the process. Their brand personality is approachable and humorous, making marketing less daunting and more enjoyable. Moreover, Mailchimp was highlighted as a great example of emotional design in Don Norman’s (known as “The Father of User Experience”) book “Emotional Design: Why We Love (or Hate) Everyday Things”.

Stripe

Stripe has revolutionized online payment processing by focusing on developer experience and seamless checkout flows. Their clear documentation, robust APIs, and emphasis on security have made them a trusted partner for businesses of all sizes. Stripe’s strength lies in its ability to take away the complexities of online payments, providing a smooth and reliable experience for both businesses and customers. Their professional and trustworthy brand voice reflects their commitment to security and reliability.

Headspace

Headspace is a meditation app that has successfully used good UX to create a calming and supportive environment for users seeking mindfulness. Their gentle voiceovers, soothing animations, and focus on guided meditation create a tranquil and immersive experience. Headspace’s strength lies in its ability to make meditation accessible and approachable for beginners, providing a clear path to developing a mindfulness practice. Their brand voice is calming and reassuring, fostering a sense of peace and well-being.

Apply UX Principles to Your Business

These examples illustrate the power of UX as a driver of business success, but how do you apply it to your own business? Here are some actionable insights:

Empathize with Your Users: Deepen your understanding of your target audience’s needs, motivations, and pain points. Conduct user research, gather feedback, and create user personas to inform your design decisions.

Prioritize Usability Above All Else: Ensure your products and services are easy to use, navigate, and understand. Conduct usability testing to identify and address any friction points. 

Invest in Accessibility from the Start: Design for inclusivity by considering the needs of users with disabilities. This not only expands your potential customer base but also demonstrates a commitment to social responsibility. And if you are in Europe or UK, you are legally obliged to make your products and services accessible according to the European Accessibility Act (EAA) by June 2025. This includes a wide range of services and products, such as websites, apps, online shopping, banking, and transportation.

Craft a Compelling Brand Experience: Develop a distinct brand personality and voice that resonates with your target audience. Infuse your products and services with this personality through consistent messaging, visual design, and micro-interactions.

Embrace Iteration and Continuous Improvement: UX is an ongoing process. Continuously gather user feedback, analyze data, and iterate on your designs to optimize the user experience.

By embracing a user-centric approach, businesses can unlock the true potential of UX, creating products and services that not only meet user needs but also exceed their expectations. In today’s experience-driven world, investing in UX is not just a competitive advantage—it’s a fundamental requirement for success.