The Bolt is back and this time, we’re talking about all things User Experience (UX).

TLDR: UX has become more of a focus as studies show 73% of consumers view the customer experience as an important factor in their purchasing decisions. But as UX trends are ever-shifting with updated technology and user-sensibilities, it’s important to stay up-to-date and with best-practices in the industry.

For this edition, we sat down with our Associate Director of UX, Emily Griffen (EG) to gain a better insight into what’s happening in the world of UX that should be on our radar.

Erica: For non-UX experts, how would you explain what UX is?
EG: UX design combines research, product development, strategy, and design to create a positive user experience that meets a user’s needs.
Erica: When you kickoff a UX project, what are the most important things to keep in mind?
EG: Well, effective UX design goes beyond aesthetics. When we're making decisions, it’s important to consider the ‘how’ and ‘why’ behind user interactions. Keeping users top of mind during the design process ensures we align with their needs and behaviors.
Erica: That's really interesting, so do you try to take on the mindset of the user?
EG: It helps to take an empathetic approach, but it's important to remember that you are not your user. To truly optimize the user experience, you must listen, comprehend, and conduct thorough research and testing. We accomplish this through user interviews, usability testing, and surveys…to name a few.
Erica: And then you use those insights to set the strategy of the user experience for the final product?
EG: Yes, but UX design is an iterative process. When creating and optimizing a user experience, it’s important to be agile enough to pivot at any point from user feedback and new requirements. This iterative process reduces risks and leads to a steady improvement in the project over time.
Erica: So UX work is never done?
EG: That's exactly right. It's a cyclical process as things continuously evolve.
Erica: Now that we’ve covered the basics…what are some UX trends that we should be looking for in 2023?
EG: A catchy one is "Scrollytelling."
Erica: What's scrollytelling?
EG: When designers take storytelling to the next level by implementing scroll animation to keep users engaged and entertained. Check out an example of scrollytelling here - pretty sweet, right?
Erica: So cool! Something that’s been on my radar is dark mode vs light mode. What's your take?
EG: Customization is definitely helpful for accessibility. Dark mode was introduced as screen time increased for users and the argument is that the feature lessens eye-strains. It also creates a striking look for visuals. Many major platforms like Google and Facebook have started offering users a choice between a light or dark viewing experience.
Erica: What's a trend that you think is emerging in the market?
EG: AR Technology, for sure. Product visualizations, virtual showrooms, and interactive user guides are examples of how AR is influencing ecommerce UX design.
Erica: Before we let you go, tell us about your trip to London for the UX London conference!
EG: It was an awesome experience. The most apparent theme I noticed at the conference was empathy. It was a good reminder to practice and celebrate empathy not just when creating digital experiences, but also when cultivating teams and establishing sustainable processes.