User Experience (UX) has become an essential part of any online business’ success in building a connection between your users and your brand. UX is a foundational pillar of all marketing efforts for any company focusing on online business, as great user experience delights your customers, creates loyal satisfied customer base, and helps reach out to millions of users online. The UX design phase helps map out your users’ experience long before you have spent a lot of money and time in developing a technology solution for the users. While mistakes in the UX design phase are common and often lead to rework in the product development process. However, we should always try to avoid the common mistakes, and in this article we will highlight a few important points in order to avoid mistakes during the UX design phase. – Be Succinct. Cut the fluff The UX designers should aim to keep the messages concise. The general rule of thumb is to keep it simple. Avoid jargon and speak to them in a voice they understand, assisting them in achieving their goals more easily. The UX design should focus on an intuitive navigation that any user is likely to take. If your users are pausing to understand a certain function or are taking time to complete any task, the UX should be simplified. – Limit your user’s cognitive load Mishmash of fonts, colors and elements are common mistakes that designers go overboard in differentiating the design; however, focus should remain on consistent layout and limiting your user’s cognitive load. Overloading user cognition reduces user experience. When we tend to put a lot of information out there, the majority of it is bound to be forgotten by your users and even overwhelm them. A good UX designer should focus on optimizing your user’s cognitive load. – Focus on your Call-To-Action (CTA) objective Not focusing on your CTA is one of the most common mistakes in the UX Design phase. We recommend that the CTA should be the most highlighted element on the page. You can do this via color play, text labels, font, and varying size, white space, etc. There should be no other element more enticing than your CTA. Another point to keep in mind is that the CTA copy should be short but concise. CTA, in our opinion, should not exceed 5 words (ideal limit being 3 words). – Focus on testing the design with users A product design should not be based on assumptions. Instead it should be based on user feedback – user behavior, patterns, usability, etc. A good UX design needs to be tested with users, otherwise the entire objective of the UX design phase is refuted. – Use of icons and descriptions in error states Colors can help convey messages but don’t rely on colors completely to convey crucial information. Using only colors in your design for important information like error states is like leaving out a large chunk of the audience at the mercy of guesswork. Introduce icons and descriptive texts along with the color to make it more inclusive and accessible. – Use of shadows and borders Shadows and borders can help make the on-page elements appear sharper and more defined. A good UX designer utilizes shadows and borders to highlight important on-page elements. However, just don’t go overboard with the shadows, there’s a thin line between neat and tacky. – Focus on responsiveness It is essential to have a responsive design that looks great and loads quickly across all screen sizes and devices. The UX also needs to be optimized for slow connections and slow devices. Conclusion We often complicate things that are fairly simple. Good UX can be as easy as going against your experimental instincts and sticking to the basics. Keeping in mind these basic points will help you avoid the most common mistakes during the UX design phase. If you’ve any doubts related to UX/UI and if you need assistance, then feel free to talk to us here.