7 UX skills every designer should have

It takes a lot more than just impeccable design skills to attract visitors to a website

UX 3D logo on a black background

Often confused with user interface (UI), user experience (UX) design makes a website functionally and visually appealing. UI, on the other hand, focuses solely on the website’s aesthetics.

Pairing technology with user psychology, UX designers outline pathways users may take through a website, from initial contact until the user no longer needs the service or product. UX design also involves finding innovative answers to questions such as: “what’s the best image to text ratio?” or “how straightforward is a user’s experience across the website?” 

Time.com is a fine example of how a website’s performance alone can impact sales. After adopting a continuous scrolling feature, Time.com’s bounce rate dropped by an astonishing 15%. This drop shows the trust consumers place in high-quality websites.

From identifying customer pain points to ascertaining the right balance of graphics and visual elements, UX designers use more than just design skills to raise a website’s conversion rate. Here are seven essential UX skills every designer should have.

1. Conducting UX research

Before designing a website, it’s imperative to conduct meticulous research to establish the target audience’s needs. The qualitative and quantitative data obtained through feedback mechanisms can serve as a gold standard for creating user-centric websites. 

Through surveys, questionnaires, and open-ended interviews, a UX designer can determine what customer pain points are and how they can best solve them. Backing the design with validated UI elements can also reduce bounce and exit rates. 

2. Developing information architecture

No matter how beautiful a website is, unclear messaging can defeat its purpose. 

A well-designed information architecture allows users to quickly find the information they need, boosting interaction. 

When working on information architecture, UX designers analyze how much and what kind of information each website must contain, how to categorize that information, and what’s the best way to present it. A UX developer may also apply machine learning to deliver personalized, context-based information to a diverse clientele.

3. Creating wireframes 

A wireframe is a two-dimensional illustration of a website’s interface comprising symbols, lines, and arrows as indicators of interactivity. The illustrations specifically focus on content hierarchy, white space allocation, page functionalities, and intended user behaviors. 

Because wireframes are conceptual, UX designers can use them to explore design ideas before making any concrete decisions about the website’s overall structure.

4. Rapid prototyping 

Related Resource

Personalisation demystified

Enchant your customers by going from good to great

Download now

Once a wireframe is approved, app prototyping occurs, giving the website a preliminary body.

This simulation mimics the final product, allowing the design team to run tests and offer input. Prototypes may also undergo iterations based on a client’s feedback. 

By and large, adjustments are made before the development process begins to keep costs low. That said, it’s not uncommon to incur changes in the development stage. 

Some useful tools for creating UX design prototypes include Invision, Axure Origami Studio, and Adobe XD.

5. Coding

While UX designers aren’t expert coders, knowing the basics of front-end development technologies, such as HTML and CSS, allows UX designers to make iterative website changes without a developer’s help. 

The skillset can come in handy when time is of the essence. Furthermore, understanding the underlying technology and its limitations can help reduce the number of design iterations and the number of tests. 

6. Responsive design

A responsive web design allows users to view a website from any device, regardless of its screen size. The fluidity comes from cascading style sheets (CSS) that alter websites’ design based on the target device. A responsive design is instrumental in the growing popularity of surfing the internet on mobile devices. 

MailChimp discovered a 5-15% increase in click rates following a responsive design that changed the display type, width, and height of a website according to mobile screen size.

7. User testing

User testing, UX testing, or usability testing examines how real users react to a website. The insights help identify issues, strengths, and opportunities for further enhancement. There are several ways to test a UX design, one of which is the popular tree testing method.

During the tree test, users navigate a series of topics, choosing a heading and then a list of subtopics on a simplified, scaled-down text version of a website. This helps determine how easily users can find the information they need when they visit the website for the first time.

Above all else, empathy is key

Empathy is the core of a UX design. Besides creating immersive experiences for users, a UX designer’s primary role is fulfilling what users don’t readily ask but need. By integrating empathy and compassion into the design process, UX designers can offer a satisfying solution to users’ problems, which are subject to change. 

As Don Norman, co-founder of Nielsen Norman Group and former VP of research at Apple Computer, says: “It’s not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty to people’s lives.”

Featured Resources

Edge-enabled mobility of the future

Turning vehicle data into value

Download now

Modern networking for the borderless enterprise

Five ways top organisations are optimising networking at the edge

Download now

Address multi-cloud configuration risks

Cloud security challenges and how to overcome them

Watch now

The total economic impact of IBM Security Verify

Cost savings and business benefits enabled by IBM Security Verify

Download now

Recommended

The IT Pro Podcast: Why the tech skills gap doesn’t exist
Careers & training

The IT Pro Podcast: Why the tech skills gap doesn’t exist

5 Mar 2021
What are your tech skills worth?
Careers & training

What are your tech skills worth?

1 Mar 2021
7 skills you need to become a front-end developer
Careers & training

7 skills you need to become a front-end developer

19 Jan 2021
10 best free coding boot camps
Careers & training

10 best free coding boot camps

5 Jan 2021

Most Popular

UK gov flip-flops on remote work, wants it a standard for all jobs
flexible working

UK gov flip-flops on remote work, wants it a standard for all jobs

5 Mar 2021
Star Alliance passenger data stolen in SITA data breach
data breaches

Star Alliance passenger data stolen in SITA data breach

5 Mar 2021
How to find RAM speed, size and type
Laptops

How to find RAM speed, size and type

26 Feb 2021