Introduction to UX Design

What is User Experience (UX)?

User Experience (UX) encompasses all perceptions, emotions, expectations, and interactions that users have while using a digital product. UX describes the entire experience, including thoughts, emotions, and needs that arise during the interaction.

Importance of UX in E-Commerce

UX directly influences conversion rates, trust, and repurchase rates. Good UX leads to more efficient purchasing decisions.

Good UX contributes to the following outcomes:

• Higher conversion rates.

• Fewer dropouts.

• Stronger brand loyalty.

• Better product findability.

• Fewer support requests.

UX design must ensure that the digital product is accessible (Usability Engineering) and has a clear information architecture.

Overview of UX Disciplines

The central work in UX design is divided into various disciplines:

• UX Research: Analysis of user needs and expectations.

• UX Testing: User tests and optimization of digital products.

• UX Conceptualization: Creation of information architecture, wireframes, and structure.

• UI Design: Visual design, interaction, and design systems.

• CRO (Conversion Rate Optimization): Increasing conversions through testing and analysis.

Y1 as a UX Partner: List of Services

UX Research

Y1 conducts research as the core of every user-centered development to truly understand users (behavior, desires, expectations, and mental models). Research should take place before design.

• Conducting interviews.

• Creating customer journey mapping.

• Development of personas and marketing personas.

• Analysis using Jobs to Be Done (JTBD) and Kano analysis.

• Definition of user stories and task models.

UX Testing

Y1 ensures that testing is conducted early and continuously to save time and resources and prevent flops. Testing expertise exists for web, app, automotive, and B2B software.

• Conducting UX & usability tests in the lab and remotely.

• Application of methods such as thinking aloud.

• Conducting card sorting and tree testing.

• Creating expert reviews.

• Automated online tests and UX monitoring.

UX Conceptualization & Information Architecture

Y1 establishes the structural and strategic foundation of a digital product, where information architecture is set out before visual design.

• Analyzing competitors, user behavior, and conducting user tests.

• Defining the information architecture (sitemaps and navigation structures).

• Creating wireframes in low- and high-fidelity for all states.

• Deriving the strategy, personas, and user journeys.

UI Design & Design Systems

Y1 develops the visual elements of the interface that shape the outer values and ensure visual consistency across touchpoints. Y1 applies the Atomic Design paradigm.

• Developing design systems (Atomic Design).

• Implementing digital corporate design systems.

• Implementing Responsive First and Mobile First.

• Creating clickable interfaces through prototyping.

• Applying motion design (animation principles).

Conversion Rate Optimization (CRO)

Y1 optimizes the conversion rate through a combination of UX, psychology, and data analysis, making user guidance measurable and iteratively improving it.

• Conducting A/B testing.

• Analyzing using funnel analyses, heatmaps, and scroll analyses.

• Developing and prioritizing hypotheses (e.g., ICE, PIE).

• Optimizing micro-interactions.

UX Health Check

Y1 offers the UX Health Check, a structured analysis in four phases that leads to more conversions and fewer support requests.

• Preliminary discussion to clarify goals, target audiences, and questions.

• Conducting a 360° expert analysis of key areas (e.g., homepage, navigation, checkout, PDP).

• Creating a report with prioritized recommendations for action.

• Presenting the results and clear implementation steps.