80/20 Rule in User Experience
User Experience(UX) is about making the user feel at ease. User experience design is a concept that has many dimensions, and it includes a many different disciplines—such as interaction design, information architecture, visual design, usability, and human-computer interaction. The goal of user experience design in industry is to improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.
The Pareto principle, better known as the 80/20 rule, is quite common and can be applied in almost every field of life. Based on the Pareto 80/20 rule principle, applied to any website, web app, or software environment tells us that 20% of the functionality and features in any one environment will be responsible for 80% of the results, or actions taken within that environment and the remaining 80% give only 20% of the outcome.
Some examples of 80/20 rule applied in all aspects of life:
- 80% of work productivity comes from 20% of the time you put in
- 80% of errors are caused by 20% of code
- 80% of revenue comes from 20% of customers
- 80% of sales come from 20% of sales staff
- 80% of attention is spent on 20% of the web page
So how can you best implement knowledge of the 80/20 rule to user experience initiatives?
Websites optimized using the Pareto Principle have a 20 percent higher conversion rate. Rather than scouting how to fill every available real estate on the screen with every conceivable feature, you only have to concentrate on that most important 20 percent that will take care of the remaining 80. Keeping the focus on the most essential aspects of your product ensures that your visitor’s attention is driven straight to your primary call-to-action elements. This in turn leads to higher conversion rates and winning over more new subscribers and customers for your brand.
Identify the top 20% of your current usability issues and feature gaps so you can fix them.
Keeping focus on the most essential aspects of your website ensures that most of your visitors can find what they need very quickly. A simpler, clean and straightforward user experience, free of distractions, barriers and frustrations.
By the year 2020, customer experience will overtake price and product as the key brand differentiator.
The way your users feel will impact trust, persuasion, motivation, and ultimately their decision to engage with you? Help users to immediately understand what is available and how to find it with great user experience. Achieve persuasiveness and emotional impact while meeting business objectives. UX is really a component of Customer Experience (CX), and each play an important role in the overall success of a program, the reputation of your brand, and customers’ loyalty to your brand.
Today companies interact with their customers across multiple channels – Desktop, Mobile, Tablets, SmartWatch etc. When providing experience across different channels, mobile user experience is expected to be a deal breaker in usability because a bad mobile experience can do serious damage to your brand and end up in losses in business. Luke Wroblewski has made a name for himself advocating a mobile first approach to design and build and it is certainly in line with the 80/20 rule. The mobile first principle states that the design process should be mobile first and then desktop. Why? In designing the mobile version of a website the focus has to be on the 20% of features and functionality that is most crucial for users, simply because there is limited space on small mobile screens. This makes it the most challenging user interface to design for. That’s why companies, who claim themselves to be customer-centric focus on the mobile user experience.
With 89% of businesses soon to be expected to compete mainly on customer experience, organizations that take user experience seriously will stand out from the noise and win loyal customers over.
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