Por qué el diseño UX hace la diferencia en un ecommerce

Puede que hayas escuchado “diseño UX” más de una vez y no le hayas dado demasiada importancia, pero créenos: si tienes un ecommerce, es algo que definitivamente debes considerar. Aquí te explicaremos por qué.

¿Qué es el diseño UX?

UX es un acrónimo para User Experience, es decir, la experiencia del usuario. Podríamos decir que el diseño UX se centra en lo que percibe el usuario antes, durante y después de consumir.

¿Y por qué es tan importante? Porque nos permitirá pensar el diseño de un servicio o producto desde la perspectiva del usuario final y no desde quiénes lo estamos desarrollando. Siempre se pensó primero en el producto y luego en sus potenciales consumidores. Esta nueva visión precisamente invierte esa lógica.

Una pequeña aclaración: no debemos confundir diseño UX con UI. Mientras que el primero se refiere a la experiencia integral del usuario (es decir, qué tan fácil le resulta navegar por nuestro sitio o ejecutar alguna acción dentro del mismo), el segundo remite en exclusiva a cómo nuestro usuario percibe visualmente nuestra página o aplicación.
Si quieres profundizar más en sus diferencias, esta nota te resultará muy útil.

¿Cuáles son los beneficios del diseño UX?

Como ya venimos viendo, los beneficios del diseño UX son muchísimos y, en consecuencia, contar con un equipo de diseñadores especializados también lo será. Veamos algunas de las cosas importantes que nos podrán resolver:

  • Reducir costos de nuestros productos o servicios

Sí, aunque nos suene a slogan, está estudiado que la inversión apropiada en el momento de diseño reduce los costos a futuro. Robert Pressman, en su libro “Software Engineering: A Practitioner’s Approach”, explica que por cada dólar invertido durante la etapa de diseño, se gastarían 10 dólares en el mismo problema durante la etapa de desarrollo y 100 dólares si el problema debe resolverse después de lanzado el producto.

  • Generar un mejor vínculo con nuestros usuarios

Pensar primero en nuestros usuarios hará que se sientan escuchados y valorados, y en consecuencia, fortalecer el vínculo empresa-cliente. Pero no sólo eso: también nos permitirá adecuar lo que ofrecemos a sus necesidades concretas. Por eso, es importante testear y hacer partícipes a nuestros usuarios de todo el proceso. Debemos lograr que se sientan importantes porque, en definitiva, lo son.

  • Despertar confianza en nuestro producto o servicio

Hoy no basta con tener un gran producto. La experiencia tiene mucho peso en los usuarios a la hora de elegir y consumir sostenidamente un producto o servicio. Una buena experiencia muestra a los clientes que nos preocupamos por ellos, lo que genera confianza en nuestra marca.

Incrementa tu ROI

“¿Qué posible relación puede haber entre el diseño UX y el ROI?”, te preguntarás. Todo tiene que ver con todo.

Hoy en día en diseño contamos con muchas herramientas cuantitativas. Una de las principales es la usabilidad, es decir, qué tan fácil resulta el uso de una aplicación o producto interactivo. Este concepto fue pensado por Jakob Nielsen hace más de veinte años y si sospechas que es importante, déjanos decirte dos cosas: primero, estás en lo cierto y, segundo, debes leer esto.

Nielsen divide la usabilidad en 10 principios (también conocidos como Principios Heurísticos). ¿Por qué es esto algo novedoso? Porque siempre se pensó en el diseño desde un punto de vista cualitativo, es decir, sin posibilidad objetiva de medición. La división de la experiencia del usuario en estos 10 principios nos permite asignarles valores específicos y, en consecuencia, medir qué tan rentable resultan nuestras decisiones.

Y, conociendo la rentabilidad de nuestras acciones, podremos medir fácilmente nuestro retorno de inversión.

Aplica el diseño UX en tu ecommerce

En Broobe decidimos darte 5 consejos fundamentales para mejorar la experiencia de tus usuarios:

1. Mantente simple

Un sitio ordenado y minimalista será mucho más intuitivo y agradable para tus usuarios. Procura que la información sea accesible y visual. Tu ecommerce es tu tienda y cuanto más ordenada esté, mejor será la experiencia para tus usuarios.

2. Proceso de compra rápido

Es importante que el proceso de compra sea fácil, rápido y confiable. Un usuario que se siente cómodo a la hora de comprar es un usuario que posiblemente regrese. Una buena opción podría ser habilitar la opción de compra sin registro.

3. Más imagen, menos texto

El contenido visual es crucial para una buena experiencia en una tienda online. Usa imágenes y videos de calidad que muestren los detalles y terminaciones de tus productos. En cuanto a las descripciones, procura que sean concisas y específicas (es importante que tus usuarios no deban recurrir a otros sitios para obtener la información sobre el producto). El texto acompaña, pero la imagen debe ser protagonista.

4. Guía a tu usuario

Permítele a tu usuario recorrer tu sitio de manera sencilla. Guíalo, pero no te excedas. Es importante que nuestros usuarios sientan libertad y autonomía para moverse y que, al mismo tiempo, encuentren lo que buscan.

5. Mantén tu sitio actualizado

Pocas cosas demuestran mayor interés por tus usuarios que mantener tu sitio actualizado (en cuanto a precio, stock, novedades, temporadas). Un usuario que recorre todo el camino de compra y se encuentra con que el producto no está disponible, es un usuario que no nos tendrá más confianza.

Tenemos soluciones

Ya descubriste la importancia que tiene el diseño UX para tu ecommerce: una mejor usabilidad hará que tus usuarios estén satisfechos y eso se trasladará a tus ventas. ¿Necesitas asesoramiento para llevar tu sitio web a otro nivel? Contacta a nuestro equipo de expertos y te ayudaremos a lograrlo.

Ignacio Moulia
Escritor especializado en tecnología y marketing digital, apasionado por el contenido efectivo.

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