At the end of the day, a strong and positive user experience is the bread and butter of any professional website. Flashy design elements and quippy copy are wonderful, don’t get me wrong. But how a user will journey through your online destination and how they will feel when doing so certainly take precedence.
User experience is pretty simple to understand – after all, it is exactly what it states: the experience users have when they’re on your website. It puts a basic design into more human-like feelings, according to Adobe. When creating a website with strong UX, designers should ask themselves if the site is useable, helpful, credible, beautiful, and intuitive. If the answer is yes to all of these, the website has strong usability – a big win for a brand.
The good news is that, with ever-evolving technology, creating an attractive website design with positive user experience is easier to achieve than ever before. In fact, technology isn’t just dumbing it down for non-designers – it’s elevating user’s experiences everywhere, on every platform and device – particularly with the help of artificial intelligence.
What Is Artificial Intelligence?
Ultimately, artificial intelligence utilizes highly-evolved technology to allow machines to complete human-like behaviors autonomously. These actions can range from driving a car to assisting with surgery.
One particularly buzzy subset of AI is called machine learning. Essentially, your machine will understand the actions happening around it and begin to think one step ahead, foreseeing needs before they arise.
Still confused? Let’s break it down with the help of our trusty DVRs. You set your device to record every Dick Wolf show. After some time, you decide you like the medical dramas more than the crime dramas, so you go into your settings, remove Law and Order and add The Good Doctor (which is not a Dick Wolf show).
However, if your DVR used machine learning, you likely wouldn’t need to go into your settings and change your parameters. Instead, your DVR would pick up on the fact that you just can’t keep up with Law and Order and Chicago PD, but you can’t get enough of Chicago Med. If this behavior continued, your DVR would anticipate your needs, stop recording Law and Order, and find other medical dramas that you may enjoy, such as The Good Doctor.
(Note: I am not sponsored by Dick Wolf or The Good Doctor).
And while this concept is complicated and relies on a lot of advanced tech to work, the exact same ideas can easily be applied to website design.
How Artificial Intelligence Can Improve Website and UX Design
You might be wondering how exactly we can use AI in website design without the deep pockets and resources of Elon Musk, but trust me – it’s possible.
There are several techniques and tools that can use artificial intelligence – or, at the very least, the concept of AI – within website designs to create pleasant user experiences and ultimate increase conversions and revenue.
The three strategies below help companies achieve detailed personalization, strong customer service and an overall better design.
Improve Your Communication With Chatbots
Chatbots are an extremely creative way to engage users on your website. Conversations can be fully programmed ahead of time (making them appear like AI as opposed to truly being artificially intelligent) or they can ramp up in technology and functionality.
Nevertheless, they add a very human element to any web design, which helps users connect to your brand on a more personal level. Many businesses incorporate chatbots as a means of timely customer service, but it you want to think outside the box, gain some inspiration from U-Report. This UNICEF subset features a Facebook-integrated chatbot that will teach users about the non-profit in a more casual (and, often, desirable) manner.
Created A Better Website Design With AI Designers
Another simple way to capitalize on artificial intelligence is to enlist an AI designer, such as Molly from The Grid. This AI program will custom create the perfect layout for your brand (plus choose colors, graphics, fonts and more!). All you have to do is upload the content.
Using an AI designer ensures that your online content stays on-brand and appeals to your overall demographic. Other AI design programs exist as well, such as Wix ADI and Adobe Sensei – an AI program created to help designers be more efficient.
Achieve Personalization With Machine Learning
That’s right – you can incorporate basic machine learning in your website! This is a particularly useful tool for e-commerce websites like Amazon. The mega-retailer takes stock of users’ purchases, learns their preferences and price points, and suggests similar items to them throughout the website design.
Although clearly an e-commerce ploy, when implemented properly, this tactic entices consumers with accurate personalization – something they can’t resist (but Amazon’s $177 billion revenue surely enjoys).
While true artificial intelligence may not necessarily be in your website design’s immediate future, the concept of anticipating and automating your users’ needs within a digital space is easy to execute. By prioritizing personalization, incorporating human-like chat interfaces and even using a design tool or tool that notices your design needs before you do, you’ll stay ahead of the design (and tech) industry while creating a website that users will love to visit time and time again.
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