{"id":131531,"date":"2024-09-29T17:57:51","date_gmt":"2024-09-29T21:57:51","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=131531"},"modified":"2024-10-02T16:04:44","modified_gmt":"2024-10-02T20:04:44","slug":"ux-goal","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/ux-goal\/","title":{"rendered":"The Basic UX Goal: Help Users Find Content Quickly &#038; Easily"},"content":{"rendered":"\n<p>What do the visitors to your website want? What&#8217;s the secret to keeping them engaged and satisfied?<\/p>\n\n\n\n<p>Effective UX design is all about meeting users&#8217; needs quickly and effortlessly. By understanding what people want from websites, designers can create intuitive, scannable pages that guide visitors to their desired content. Steve Krug says the basic UX goal is to minimize mental effort and <a href=\"https:\/\/www.shortform.com\/blog\/making-the-most-of-your-time\/\">maximize efficiency<\/a>.<\/p>\n\n\n\n<p>Keep reading to discover how well-designed websites can make users happier and more likely to return.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-basic-goal-of-ux-design\">The Basic Goal of UX Design<\/h2>\n\n\n\n<p>In his book <em>Don&#8217;t Make Me Think, Revisited<\/em>, Steve Krug clarifies the basic UX goal of effective websites by exploring the two things users want most from the websites they visit.<\/p>\n\n\n\n<p>First,<strong> <\/strong>Krug contends that <strong>users want to find what they\u2019re looking for as <\/strong><strong><em>quickly<\/em><\/strong><strong> as possible.<\/strong> They don&#8217;t read web pages thoroughly; rather, they skim every page for words or phrases that seem relevant to their interests. Then, they click on the first relevant option they see instead of weighing all available choices to find the one that\u2019s the most valuable to them.<\/p>\n\n\n\n<p>Second, Krug asserts that <strong>users want to find what they\u2019re looking for as <\/strong><strong><em>effortlessly<\/em><\/strong><strong> as possible. <\/strong>When users have to think hard about where to click, they\u2019re aware that your site is making them spend unnecessary mental effort. Every second they spend struggling to understand your site makes them more likely to give up and leave or even resent your brand.<\/p>\n\n\n\n<p>Because users value efficiency and effortlessness so highly, <strong>designers need to make their web pages clear, simple, and scannable<\/strong>. This way, users can instantly identify the right places to click with minimal mental effort. Additionally, if users trying to optimize their efficiency click the first relevant option they see, designers should make sure the site doesn\u2019t punish them for it.<\/p>\n\n\n\n<p>For example, a user trying to return a faulty laptop they purchased from an electronics retailer is likely to quickly scan the company\u2019s home page for a link that says &#8220;Customer Support\u201d rather than searching through the entire home page for a link that\u2019s more relevant to their specific situation. Thus, the Customer Support page should link to the page for returns, even if the user \u201cshould have\u201d clicked another link on the home page that says \u201cReturns and Exchanges.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>How Well-Designed Websites May Make Users Happier<\/strong><br><br>In <a href=\"https:\/\/shortform.com\/app\/book\/the-paradox-of-choice\" target=\"_blank\" rel=\"noreferrer noopener\"><em>The Paradox of Choice<\/em><\/a>, Barry Schwartz discusses an aspect of psychology that may explain why users are happy with websites they can navigate quickly. Whenever you <a href=\"https:\/\/www.shortform.com\/blog\/be-decisive\/\">make a choice<\/a>, you can either<em> maximize<\/em> or <em><a href=\"https:\/\/www.shortform.com\/blog\/satisficing-model-of-decision-making\/\">satisfice<\/a><\/em>: When you maximize, you strive to make the best possible choice, meticulously considering all options before deciding. When you satisfice, you accept the first option that meets your standards of \u201cgood enough\u201d without intense deliberation. <strong>Broadly speaking, <a href=\"https:\/\/www.shortform.com\/blog\/why-more-is-less\/\">maximizing<\/a> makes you less happy<\/strong>. When you\u2019re trying to select a perfect option, you\u2019re more likely to feel <em>regret<\/em> if you find out you made a suboptimal choice.<br><br>Poorly designed websites may make users less happy by encouraging them to maximize. According to Schwartz, people are more likely to maximize when faced with a multitude of choices. When a website presents a wide array of content and links on every page that all seem equally valuable, users are more likely to spend time weighing their options and feeling regretful when the one they choose doesn\u2019t give them what they want.<br><br>In contrast, when websites present minimal content on each page, organized so that users can find what they need with a quick scan, it allows them to satisfice. This is likely a much more satisfying experience.<br><br><em>The Paradox of Choice <\/em>arguably also makes the case that <strong>in the modern age, it\u2019s especially important that websites let users accomplish their tasks effortlessly.<\/strong> This is because <a href=\"https:\/\/www.shortform.com\/blog\/mental-energy\/\">mental energy<\/a> is more scarce than ever before. Schwartz contends that people in modern market democracies <a href=\"https:\/\/shortform.com\/app\/book\/the-paradox-of-choice\/part-1-chapters-1-2\" target=\"_blank\" rel=\"noreferrer noopener\">must make an overwhelming number of <em>choices<\/em> in their day-to-day lives<\/a>: They must decide what goods and services to buy from an enormous selection, what educational programs and careers to pursue, what relationships they want to nurture, and much more. Each of these choices <a href=\"https:\/\/shortform.com\/app\/book\/the-paradox-of-choice\/part-1-chapters-1-2#the-consequences-of-expanded-choices\" target=\"_blank\" rel=\"noreferrer noopener\">depletes our mental resources<\/a> and makes it harder to wisely make more <a href=\"https:\/\/www.shortform.com\/blog\/important-decisions-in-life\/\">important decisions<\/a>.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Exercise: Analyze a Website\u2019s UX<\/h3>\n\n\n\n<p>Study a website you visit frequently to understand how Krug\u2019s principles of intuitive web design play out in the real world.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Open a new tab and access a website that you visit frequently. How does the home page communicate the site\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/core-purpose\/\">core purpose<\/a>? How effective is it at doing so, and why?<\/li>\n\n\n\n<li>What elements are included in this site\u2019s global navigation interface? Do you agree that these elements are the most useful for this site\u2019s users? If so, why? If not, what elements would you replace them with?<\/li>\n\n\n\n<li>Think of a task you want to complete on this website that you\u2019ve never done before. Navigate until you find the page you\u2019re looking for. Was your experience frustrating? Why or why not? How might you improve the site\u2019s design so that this task is easier for users?<\/li>\n\n\n\n<li>Pick a random page on the site and analyze its <a href=\"https:\/\/www.shortform.com\/blog\/visual-hierarchy-in-web-design\/\">visual hierarchy<\/a>: What are the most important elements on the page? What visual cues did the designers use to <a href=\"https:\/\/www.shortform.com\/blog\/grab-attention\/\">draw attention<\/a> to them? How might you improve this page\u2019s visual hierarchy?<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>What do the visitors to your website want? What&#8217;s the secret to keeping them engaged and satisfied? Effective UX design is all about meeting users&#8217; needs quickly and effortlessly. By understanding what people want from websites, designers can create intuitive, scannable pages that guide visitors to their desired content. Steve Krug says the basic UX goal is to minimize mental effort and maximize efficiency. Keep reading to discover how well-designed websites can make users happier and more likely to return.<\/p>\n","protected":false},"author":9,"featured_media":131539,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104],"tags":[1608],"class_list":["post-131531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","tag-dont-make-me-think-revisited","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Basic UX Goal: Help Users Find Content Quickly &amp; Easily - Shortform Books<\/title>\n<meta name=\"description\" content=\"The basic goal of UX design is to minimize mental effort and maximize efficiency for website visitors. 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