User experience refers to the overall experience that a visitor has while visiting your website. UX includes all the aspects of the interaction between your brand and your current or potential customers, and your website plays an integral role. An effective UX design can help you ensure a positive association between your website and the interests of your customers.
A positive association generates a lasting impression that can keep your customers coming back, and even develop organic brand ambassadors who will speak positively about your website. For a strong online presence, complement your domain name and SEO strategies with an overall experience that will leave a lasting impression. That’s the reason we’re sharing user experience tips for an impactful brand website. We’ll provide you with seven UX tips that can help you develop a brand website that makes an impact, as well as seven .xyz websites that are putting these tips to use.
Tip 1. Create brand awareness with a logo that communicates your identity and values
Your website is one of many crucial ingredients of your brand. Your brand is the experience, perception and reputation that people have of your services, including their experiences using your website. Your brand identity is an expression of your brand, and a logo can go a long way to communicate your identity, values, and services. A great logo can stick on the minds of your visitors. It can be applied on social media profile pages, merchandise, business cards, and most importantly, your website. Your branded website may be one of the first interactions people have with your company and it is your opportunity to make a lasting impact and visually express your purpose.
TheHug.xyz is an example of a community-focused website that has branded with a logo that communicates their values. The platform is created by Facebook Live creator Randi Zuckerberg and venture capital firm M13 founder Debbie Soon, and is designed to embrace and empower all Web3 creators, including women, non-native English speakers, BIPOC, people with disabilities, neurodivergent people, and LGBTQ+ folks. As such, TheHug.xyz features branding using two specific logos: one of a happy emoji enjoying a hug, and the other is the word “hug” adorned by the same two hugging hands featured on the emoji. These logo choices help communicate the platform’s interest in embracing, advising, mentoring, and empowering aspiring web3 creators of all kinds.
Developing a logo that helps visitors understand your brand, remember your website, and communicate your core services can emphasize your brand’s values, promote brand awareness, and leave a lasting impression.
Tip 2. Include helpful customer resources
Customers want to easily find the information they need as quickly as possible. To help customers find the answers to their questions, your website can include helpful resources like tutorials, FAQs, instruction guides, related articles, and other materials that are designed to help customers understand your product or service. By not making resources readily available, you risk causing your visitors to experience frustration or confusion instead of satisfaction. A frustrated or confused visitor may decide to move on to the next service.
ForceofNature.xyz is an example of a website that makes a wide assortment of resources readily available to its visitors. This non-profit organization is dedicated to helping young people realize their change-making potential in the face of climate change. ForceofNature.xyz works to accomplish this goal by leading student programs, speaking at schools and universities, and creating curriculum and supporting resources for educators. The website features a Resources link where students and educators can acquire all the helpful materials they could need to take advantage of the organization’s services. For teachers, ForceofNature.xyz offers continuing professional development in the form of training sessions to help educators respond ethically to climate change concerns, navigate difficult conversations, and create spaces that promote wellbeing. They feature a Climate Anxiety Discussion Guide, which is a 4-module discussion guide aimed to help facilitate conversations about the climate crisis while safeguarding young people, navigating strong feelings, and fostering emotional resilience. They even have a video that highlights the purpose of the guide. For students, ForceofNature.xyz offers programming intended to foster change by uncovering their interests as aspiring activists and clarify what they need to be effective as change-makers.
By featuring helpful resources on your website, you can leave an impression of preparedness, thoughtfulness, and a dedicated interest in earning and retaining the attention of your visitors.
Tip 3. Use a distinctive brand voice
Brand voice is the specific personality that a brand uses in all of its communications. Particular people likely stand out to you because they’re great talkers and storytellers, and do so in a unique way. That is the type of memorability and lasting impression you may want from your brand voice. If your brand was a person, what personality traits would they take on and how would they speak? How would that person respond in different situations? Taking that into consideration can help you develop your brand voice. This voice can then be applied to every communication from your brand, especially your website. A distinct brand voice can help your website stand out from the crowd and give your brand a personality.
NaN.xyz is an example of a website with a distinct brand voice. The Germany-based practice has collaborated on typefaces with leading agencies and global brands, including Google and Virgin. NaN.xyz seems to pride themselves on creativity and whimsy, and indicates on their website that they can be found “at the intersection of serious and slaphappy.” Throughout NaN.xyz’s website, you can discover a true understanding of their witty and tongue-in-cheek personality. Atop their homepage, they state “NaN is an exploratory and service-driven type design practice, creating for and collaborating with the weird, the wise and the wonderful.” In the descriptions of nearly every typeface offering, one can read something that will yield a smile. The description of font NaN Holo states: “Think about your favorite hairdresser that you’ve known for years. Holo is the AI recommended automaton which replaced your hairdresser without you even noticing.” The font NaN Juane indicates a practiced motto: “Take a bad idea and do it well, or at least die trying.” Where they intend to list open source typefaces in the future, they state: “We’ll be adding our Open Source fonts here soon. Patience grasshopper.” NaN.xyz does not miss an opportunity to inject a distinctive brand voice into all of their copy.
Developing a distinctive brand voice can help your website stand out, express an endearing personality, and create a lasting impression on your visitors.
Tip 4. Create an easy-to-navigate experience
When considering an effective UX design, it is important to remember that there may be other websites offering similar products or services as yours, and customers often choose the one with an easy and attractive user experience. Well-designed navigation can help users discover and absorb all of your information quickly and self-sufficiently. A visitor’s feelings about your website and your organization can vary based on the presence of obstacles in their search for information. A well-structured, user-friendly website could suggest that your brand or business is equally well-organized and customer-focused. An easy-to-navigate website with pleasing visuals, engaging content, and helpful resources can demonstrate that you value your customers. Demonstrating an unparalleled interest in your customers can encourage word-of-mouth advertising and organically increase the number of visitors to your website.
Islands.xyz is a long-scrolling website. This means that most of the information is contained on one long webpage, and visitors can typically access what they need without a need for multiple clicks. With all the information right there, visitors can simply scroll down without the need to click off the page or over to a different website. There are additional menu options found on the top of the page, including a career opportunities page, but most of what a first-time visitor may wish to learn about can all be found on the long-scrolling homepage. At the very bottom of the page visitors find an opportunity to sign up for the platform’s newsletter and locate an informative FAQ that can answer any remaining questions. This type of page format helps foster natural storytelling. You can engage visitors in your brand's story with a creative design using a clear beginning, middle, and end. By adding dynamic content like imagery, you can create a level of engagement that helps your audience absorb your information and gain a complete understanding of your services without having to click over to multiple pages.
Your website’s navigation experience can play an important role in how your visitors feel about your website and your brand. A navigation design that clearly leads your customer down a distinct path with minimal distractions or causes for confusion can help them find the content they’re looking for quickly and easily. A strong navigation experience can help reduce the need to leave your website. Your website’s navigation experience can also help immerse your customers in your brand’s story.
Tip 5. Make eCommerce easy
If your brand website includes an eCommerce option, then sales are often your main goal. To achieve this goal, you can aim to make your website’s marketplace design as easy to use as possible. A well designed online marketplace can seamlessly guide customers through the process of making a purchase. An impactful marketplace is likely easy-to-navigate and can result in continued use. If your online marketplace is not easy, you risk losing your visitors to a website that is more intuitive. Including an ample amount of product photos, specifications, and interesting details can help your customer feel as informed as possible without being able to see the product in person. This can reduce their reluctance to make a purchase and leave a positive impression of your website.
Black.xyz is a specialty coffee roaster located in Bratislava, Slovakia. Their e-shop section is a prime example of eCommerce that is impactful and easy to use. Black.xyz’s knowledge of their coffee is evident in how they describe each type they carry. They explain each coffee’s variety and exactly where it came from on their website. For example, their Tanzania Blackburn coffee is meant to be light and citrusy with notes of lime, tangerine, green tea body, grapefruit acidity, and an herbal honeydew finish. If a bolder variety is what you’re looking for, their Black Sheep blend is more full bodied with notes of dark chocolate, wild berries and dried stone fruits. Each product description includes photos of the front and back of the packaging, and images of the rich coffee beans. Black.xyz also sells merchandise, such as the Black Mirror nano scale. The product description explains that this compact scale is ideal for checking and preparing espresso, and is enriched with a coffee flow control function that can make it easier for you to monitor the coffee flow in real time. Black.xyz’s description is optimized with the inclusion of a simplified list of properties as well as a 90-second video highlighting the scale’s attractiveness and ease of use.
A thoughtful and customer-focused eCommerce platform can establish trust, boost revenue, and encourage return visits to your website.
Tip 6. Incorporate a consistent color palette
Much like your logo, the color choices you use in your materials can influence how people perceive your brand. Colors can affect mood. For instance, studies say that orange and yellow can foster happiness, while gray can elicit sadness. Many brands carefully select their color schemes to help build their recognizability over time. Many people across the globe can immediately recognize McDonald's red and yellow color palette. Google’s website features a primarily white background, with their logo using distinctive traces of blue, red, yellow, and green. .XYZ uses purple, which studies suggest can represent courage, creativity, mystery, and magic. Studies in logo color psychology suggest that if people are familiar with your logo, color can become a shortcut for conveying visual details about your brand. Colors can help establish familiarity. That familiarity can create a lasting impression of comfort, and comfort can encourage your website visitors to return over and over again.
Wunks.xyz is a community platform centered around a collection of 6,000 NFTs aimed at paving the way for equity of access in the NFT space. The Wunks.xyz website serves as an example of how to establish a color palette for your brand. The NFT collection has a tagline of “Women Punks with Purpose” and is inspired by the Cryptopunks, Larva Labs Studios’ original NFTs that debuted in 2017. Throughout Europe and the United States, the color pink is thought to be a calming color associated with love, kindness, and femininity. Wunks.xyz is taking ownership of that color, and applying it to their website to pay homage to influential women and to attract more women to the web3 space. Their homage even states: “We, Wunks, are here to stay with our own style and rocking a whole lot of pink!” The easy-to-navigate website is rich with dark hues of pink, broken up by images of Wunks NFTs that feature a pale pink background. Because color can also help important features to stand out, they have included a pink call-to-action (CTA) button against a black background to encourage visitors to join their Discord community. The color palette and design of Wunks.xyz helps the website express female empowerment, representation, and equity.
Establishing a pleasing and strategic color palette on your website can help communicate a feeling, create a memorable association, and generate an impression of familiarity that can encourage your website visitors to return.
Tip 7. Provide ways to make contact
Your website visitors should have an easy way of finding out how to contact you. Contact information improves the user experience, and user experience is something considered by today's search engines when it comes to determining your website's ranking. Without easy access to your contact information, some visitors may opt to consider another business with a website that makes it easy for them to get in contact. A “Contact Us” page can play a crucial role in turning your website visitors into your repeat customers by generating trust and providing them with a place where they can find all your contact details easily, including email address, postal address, and more. You can include a live chat option, which helps customers chat directly with a customer service representative, or a customer contact form, which helps people email you directly without having to visit a separate email platform. Social media sections containing Facebook, Instagram, LinkedIn, Twitter, and other profiles are another great way to provide access, and can also help you gain followers and interact with potential customers who may have questions.
ArtsandLetters.xyz is an example of a website with a comprehensive contact page. This independent creative agency is based in Richmond, Virginia and was founded by former creative director Charles Hodges, who previously worked for Google Creative Lab. Charles continued fostering this relationship across a range of projects, and ArtsandLetters.xyz launched in 2017 with Google as its first client. At the top of the ArtsandLetters.xyz homepage, visitors can easily click Contact to reach the agency’s full assortment of contact information. The page features three different email addresses to use, depending on whether you are proposing new business, seeking public relations assistance, or simply want to say hello. On the page footer, the agency shares their postal address and phone number, as well as their Instagram and LinkedIn profiles. This is all the contact information one might need in order to seek further information or inquire about becoming a new client.
When you have a contact page that clearly provides your contact information, you can help generate trust and demonstrate your interest in hearing from potential customers.
Enriching the user experience of your website can help you build a strong online presence and develop a strong brand. A thoughtful user experience can help grow your amount of website visitors and keep their attention. Your easy-to-navigate and resourceful website can generate trust and word-of-mouth advertising. Enjoyable and memorable visuals can create comfort and familiarity. Recognizing the importance of your visitor’s experience can help keep you on track in your efforts for a powerful online presence. Following the examples of the seven .xyz websites above can help you develop a website with a user experience that makes a lasting impression.