IxD: How to Make Interaction Design Work for Your Clients

Interaction design is becoming a more common concept in web designagencies worldwide. However, you’ll come across hundreds of developers andweb designers who don’t even know what the term means. Below we’re taking alook at interaction design and how it can be a fantastic way of designing theperfect end user interface.

What is IxD?

Interaction Design, abbreviated to IxD, is a relatively new concept in webdesign. It’s been around for about 10-15 years and exists to facilitateinteractions between users and their web environment.

Interaction Designers’ only concern is how users and computers interactwhich differs from UX designers who focus on all user-facing aspects ofthe development.

What does an Interaction Designer do?

Your Interaction Designer will focus on who the target of product (website) isand who will use it. This information is usually provided by informationarchitects or user researchers. This research is then used by the InteractionDesigner to create a innovative and creative way for the user to interact withthe software.

The key interactions need to be identified and wireframed and the processbegins like most others with sketches. An Interaction Designer constantly looksat new ways of interacting to ensure users are constantly supplied with newthings to interact and engage with.

What drives IxD?The concepts below are central to understanding IxD from a web designer’sperspective.

Goal-DrivenIxD is not necessary to carry out user research but it is integral to ensuring the bestdesign response is created. When users access a website they have a number ofgoals in mind and you have to match each of these goals. A careful blend of designand functionality is necessary.Interaction Designers work to create the processes necessary for user interactionand engagement.

SimpleThe average user doesn’t know what an interface is and they don’t need to know.They don’t care about the time spent strategizing behind the design, they just wantsimple access to a functional website. The system needs to be easy to use, loadquickly and have no causes for concern or irritation for the end user.

Affordances and PatternsYour website needs to be easy to use, to meet the simplistic concept. It needs to beintuitive and accessible to all. A user interface should be made up of familiarcomponents. If users want to use a contact form they’ll look for a button to press asa button is an element they’re used to. Designers may want to be creative andunique but some elements of design shouldn’t be messed with and follow patternsthat end users are comfortable with. It’s their opinions that matter.

How Great Interaction Design Affects the End UserThere are four main ways in which quality IxD will affect your end user.

Positioning VisitorsInteraction Designers should have a proper understanding of who theirusers are so everything can be orientated towards them throughout thedevelopment.Interaction Design needs to show users where they are on the page so theuser experience isn’t confusing and they need to be able to comfortablynavigate from page to page. Giving users plenty of clear options is a goodidea too and dead-ends put people off. Search pages which show noresults without a further link for more advice/options is a clear example ofpoor interaction design.

Workflow OrganisationIxD also considers the workflow on the page. Everything has to beconsidered. If your web design has a contact form what happens once theuser submits their information? Will the page refresh or will they be takento the homepage? You need to have answers to all these types ofquestions and the answers need to be in the best interests of the user andnot the easiest option.

Continual DialogueInteraction Design involves providing users with constant feedback. Telling the user when they do something right or wrong is something that is highly appreciated, even if the user doesn’t consciously know it. Make it clear that actions have been fully completed and user will be satisfied. Confirmation on the page is utilised by almost all large company websites.

Visual HierarchyTo attract your user to the right areas of the site in order of importance you can utilise visual hierarchies. The web design you create can direct the end user’s eyes through visual means to specific, key areas of the site.It’s also possible to use visual hierarchies to direct users towards the key information they’re looking for. If you have a particular page or service you want to direct the user to, use visual hierarchies to lead them there.

IxD is yet one more element of the web design process that you should consider to ensure your clients are getting the full service they deserve and the optimal end product.

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