User Experience (UX) is a concept that has risen greatly with the advent of the internet. When talking about UX, we are referring to the overall experience of a person using a product such as a website or app, especially in terms of how easy or pleasing it is to use. Having a clear and intuitive website UX is essential to any startup; especially ones in B2C. However, understanding this concept can be difficult, as it is multifaceted and specialized to your startup’s market. 

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In the earlier stages of the internet (ranging in the 2000s to early 2010s), the product was the most important aspect, as the options for creating sites were more limited. However, studies have shown that the more important aspect to base a site around is how the user feels when navigating your site. “The focus of design has shifted from a product and its features to users. In particular, technically-oriented professionals highlight the importance of emotions in design” (source). Basing your website around this, especially for marketing websites, is a great way to improve visibility and customer ratings. Here are three important UX considerations for your website to get an edge over your competitors. 

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Perhaps the most important aspect of UX is relating to the context and demographic of the users. Understanding what the user will like and is interested in for the specific market your startup is in is essential; design, navigation, and services need to be accommodated around the context. There are several subcategories to context that need to be considered within the design process: 

• First, the average characteristics of the customers. What are the needs, expectations, and moods, before, during, and after using your site?
• Second, the system of the site. How complex does it need to be? What functions are essential, and what are fillers? 
• Third, the environment in which your customer will experience the site. Is it a social setting, a company setting, or for individual use?   

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User Experience can be applied to all markets, and the professional image created from it leads to lasting impressions from customers. Being conscious of who your customers are, plus their needs and wants in a site, is essential to this success. By researching customer characteristics, the site systems, and the environment of your customers, the needs and wants of your customers can be discovered. 

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So how can you implement this? We’d love to hear how your team is utilizing UX in your startup. 

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