No user wants to with while a web page downloads. In such situations, the user will leave the site sooner that they log in to it. Therefore, as a UX designer, you need to improve the perceived quality of the website so that the outcome of it is as desired by you as well as the website owner.
Your primary objective should be eliminating the pain of waiting of the users and there are several intelligent and useful ways to do that. One such way is by using animation apart from the loading indicators in general.
This will not only let the users know that the page is loading and everything is under control but at the same time will keep the user entertained. However, while using animation you must ensure that it does not distract the user in any way. That means:
- You will need to perceive things from the user interface standpoint and make sure that the users do not feel that these animations used by you are unnecessary.
- It also means that you will need to focus on adding direct value to your UX design with these animations.
You can achieve this feat only when you focus on designing your site well enough by adding items and tools in your UX design that are nice and effective enough to keep the eyes and the users busy. This will ensure that the waiting time and pain during the loading process go unnoticed.
Slowing down the authentication process
Another significant factor to consider by any UX designer NYC is to prolong the actions, especially during the authentication process. This they feel will build credibility and also enhance the perceived quality of the outcome. Surprised? Well, a small instance will make things clear to you.
- When the Coin Star machine was introduced for changing coins to banknotes for the first time, it did its job almost instantly.
- However, this speed in performance could win the trust of the customers who questioned its reliability about calculating the correct amounts within such a short time.
- The designers then changed the configuration of the machine to ensure a better user experience.
- They kept the calculation process and speed unaltered but ensured that the results were displayed after a significant delay.
This small change gained the trust of the people on the machine thinking that the calculation process now seemed to be more thorough and accurate enough.
As was the case with the Coin Star machine, when you add an adding extra delay in your design for better user experience it will also create a better sense of security in the users.
Therefore, in your next iteration make sure that you simply added a delay of a couple of seconds in the authentication process. The users will feel that the login process is thorough and secure.
More than slowing down the process
You should not only restrict your alteration plans to slow down the authentication process and think over and beyond that. This is because in most of the times it is seen that simply slowing down the process does not bring adequate and desired change in the perceptions of the users. Sometimes, you may even need to use a fake progress bar!
Take another example, this time of Facebook.
- Allegedly, they made a few changes in their security checkup settings to make sure that the few milliseconds that it took for security checkup process was prolonged.
- Users considered now that it was thorough enough and this improved their perception. Facebook added a fake progress bar that added a few seconds of delay apparently adding to the thoroughness of the process.
In addition to that, you must also focus on making people more conscious and educate them. This will also change the behavior of the users. Ensure that you input a small yet smart piece of friction into the UX design process.
Here is one good example of educating people. Consider withdrawing money from an ATM. Previously, most of the people left their card inserted into the card slot and left after they collected the money. Why? This is because the process involved:
- Inserting the card
- Entering the PIN
- Selecting an amount to withdraw
- Take the money and finally
- Collecting the card back.
However, most of the users forgot the last part and forgot to take their cards back unconsciously thinking their mission was to get the cash and it is accomplished and left.
This caused significant risk to the users as well as the banks. The designers redesigned the process of using an ATM. Now, you will see that the users need to take the card back either:
- After inserting it immediately or
- Before entering the PIN or
- Before the money is delivered through the slot.
This short delay in delivering the money eliminated the chances of forgetting the card and leaving it in the ATM though this process takes a few seconds more.
Therefore, as a UX designer, it is your responsibility to teach responsibility to the users. This is because it is seen that more often than not the consequences of a decision made by the users are very difficult to foresee and work accordingly. This may sometimes affect other users as well. In such cases, if you input a confirmation in your design then it will ensure a better user experience in several different ways such as:
- It will make sure that the desired action is taken intentionally
- It will also teach the users to use the system more responsibly and
- It will keep the users alert and aware of the consequences as well.
Simply incorporating a smart warning before sending out any push notifications to a group, a question asked to the user whether or not they really want a specific task to be performed and others are few other examples of educating people about their responsibility.
Therefore, improving the perceived quality is an important factor that all UX designers should emphasize on to ensure better user experience.