In 2019, UX is a buzzword.
In short, it’s something that creative trendy types like to put on their LinkedIn profiles and CVs to show they are ‘on trend’, and can charge an extortionate amount of money for, BUT… what does it mean, and more specifically, what does it mean in the world of email design.
There’s a tonne of views and articles online about UX design, but if you boil it down, it comes down to designing around the end user; the person who matters = your customer / subscriber. Instead of looking through the filter and viewpoint of a designer, you are looking through the filter of the customer, asking questions to determine if this appropriate.
To design something visually amazing is a talent in itself, but it’s just a part of the big picture.
To understand UX, let’s think beyond graphic design and look at product design.
At some point, you will have tried out a piece of ‘desirable’ tech and come away thinking; this is great, but the execution hasn’t been properly thought about. The tech looks great, it’s the latest fad, but it’s entirely impractical and the actual day to day use is a real let down. On the flip side, you’ve probably used something day after day, it’s practical, it’s somewhat ugly, but it just does the job!
Great design looks at both the visual aspect and the real world practicality.
I don’t want to come over as an Apple fanboy, but Apple nail this. From the moment you unbox the device, see the beauty of the product design, to the day to day use. It just works.
In the context of email design, here’s the basic questions each role asks:
- Does it look good?
- Are the fonts and colours on brand?
- Who’s reading this?
- How will they respond?
UX is less about “making things look pretty”, It’s about solving problems and improving usability, and accessibility.
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