As a small business, you’ve got a lot on your plate. Between managing operations, marketing your products or services, and keeping your customers happy, it’s easy to overlook the finer points of user experience (UX) design. But here’s the thing: neglecting UX can lead to frustrated users, lost sales, and a tarnished reputation. To help you avoid these pitfalls, we’ve identified the top five UX mistakes small businesses often make—and how to fix them.

1. Ignoring User Feedback

The Mistake:

One of the most common mistakes is not listening to your users. Maybe you launched your website or app based on your vision without considering what your users actually want or need. Over time, ignoring user feedback can lead to a product that’s out of touch with your audience.

The Fix:

Make user feedback a priority. Implement channels for users to provide feedback, such as surveys, feedback forms, or user testing sessions. Pay attention to what your users are saying and make adjustments accordingly. Remember, your product should evolve based on user needs, not just your assumptions.

2. Poor Navigation Design

The Mistake:

A website or app with confusing navigation can frustrate users and drive them away. If users can’t find what they’re looking for quickly, they’re likely to abandon your site altogether. Poor navigation often results from overcomplicated menus, unclear labels, or inconsistent layouts.

The Fix:

Simplify your navigation. Use clear, descriptive labels for menu items and keep your navigation structure as straightforward as possible. Implement a consistent layout across your site so users always know where to find what they need. Conduct usability testing to ensure your navigation is intuitive and easy to use.

3. Neglecting Mobile Users

The Mistake:

In today’s mobile-first world, failing to optimise your website or app for mobile devices is a significant oversight. Users expect a seamless experience across all devices, and if your site doesn’t deliver on mobile, you’ll likely lose potential customers.

The Fix:

Adopt a mobile-first design approach. Ensure your website is responsive, meaning it automatically adjusts to fit different screen sizes. Simplify your design for mobile, prioritising key content and features. Test your site on various devices to ensure it performs well across the board.

4. Overloading Pages with Content

The Mistake:

More isn’t always better, especially when it comes to content. Overloading your pages with too much text, images, or videos can overwhelm users and make it difficult for them to find the information they need. This mistake often stems from the desire to showcase everything your business offers in one place.

The Fix:

Practice content minimalism. Focus on delivering clear, concise, and relevant information. Use whitespace to create a clean and organised layout that guides users’ attention to key areas. Prioritise your content based on what’s most important to your users and your business goals.

5. Lack of Accessibility

The Mistake:

Accessibility is often an afterthought in UX design, but it shouldn’t be. Failing to design for users with disabilities can exclude a significant portion of your audience and potentially expose your business to legal risks.

The Fix:

Incorporate accessibility into your design process from the start. Follow established guidelines such as the Web Content Accessibility Guidelines (WCAG) to ensure your site is usable by everyone, including those with disabilities. Use descriptive alt text for images, ensure sufficient colour contrast, and provide keyboard navigation options.

Avoiding These Mistakes: A Real-Life Example

Consider a small fintech startup that offers a personal finance management app. Initially, their app had a cluttered dashboard with numerous features, making it difficult for users to find specific tools like budgeting or expense tracking. They also neglected mobile optimisation, causing the app to perform poorly on smartphones, which was a significant issue since most users accessed the app on mobile devices. After receiving negative feedback, they decided to make changes.

First, they simplified their navigation by grouping similar features into broader categories with clear labels. They redesigned the dashboard to highlight the most frequently used features, such as account overviews and transaction summaries, using ample whitespace to create a cleaner and more organised look. Recognising the importance of mobile users, they implemented a mobile-first design approach to ensure the app performed smoothly and looked great on all devices. Finally, they added features to enhance accessibility, such as voice navigation and screen reader compatibility.

The result? A significant increase in user engagement and positive feedback, demonstrating the value of addressing common UX mistakes. Users found it easier to navigate the app, access key features, and manage their finances efficiently, leading to higher satisfaction and more positive reviews.

Final Thoughts

Improving UX doesn’t have to be a daunting task, even for small businesses. By avoiding these common mistakes and prioritising user-centric design, you can create a better experience for your users and boost your business’s success. Remember, the key to great UX is understanding your users and continuously refining your product based on their needs.

Taking the time to address these issues will pay off in the long run, leading to happier customers, better conversion rates, and a stronger reputation for your business. 

We work daily with clients looking to implement all the points mentioned here, and many more. The first step is a simple chat with us to explore your challenges and develop a strategy that will fit your unique business needs, budget and goals. 

We love talking about this stuff – so if you’re interested in improving the UX of your products or services, contact us at hello@lionandmason.com.