User Experience Strategy for Website Design
Traditionally, the user experience (UX) strategy has championed the idea that fewer clicks mean better usability. And sure, that makes sense—streamlining interactions makes tasks more manageable. But is reducing clicks the best approach to optimizing user experience? Not necessarily.
Haystack Digital is rethinking the “fewer clicks” mantra because simplicity isn’t the only indicator of success. Regardless of your industry or website goals, crafting an engaging and effective user experience requires a deep understanding of target audiences and a balance between simplicity and functionality.
Efficiency vs. Engagement
In many cases, reducing clicks enhances efficiency and increases the chances of success with a call to action. This is particularly true when users want to achieve something quickly, like completing a purchase or filling out a form. However, this method also denies users a richer experience. Sometimes, providing context, choices, or deeper engagement improves overall satisfaction.
A content-heavy platform could use UX design to create multiple user experience journeys, guiding visitors to relevant information based on target audience segments. In these cases, additional clicks are necessary and beneficial, as they promote engagement and interactivity. Ultimately, the optimal number of clicks depends on the interface's context, goals, and overall design objectives.
Clarity Over Clicks
After building and analyzing hundreds of websites, we’ve found that the number of clicks matters far less than how intuitive the navigation feels. If users understand where they are in a process and how to proceed (or are already familiar with your site navigation), additional steps are less likely to frustrate and annoy. Users will be ok with a multi-click journey if each step is clear and logically ordered. On the other hand, a poorly designed interface that confuses visitors will have users banging their heads on their keyboards, no matter how minimal the clickage.
Context is King
Another important factor in streamlining user experience is task complexity. Consider the difference between booking an all-inclusive vacation package in Thailand and hopping on a simple informational page about top restaurants in Phuket. In the former, users expect and appreciate additional steps that guide them through important options, like travel dates, seat selection, and beach views. In contrast, the same number of clicks for basic information about recommended restaurants would feel tedious and time-consuming.
Moreover, the device used to access the site plays a significant role. On mobile, reducing clicks is often welcomed due to the smaller screen size, whereas desktop interfaces offer more flexibility for click-based navigation.
Cognitive Load and Progressive Disclosure
Ideal UX strategy minimizes cognitive load or the mental effort required to process information. But this doesn’t necessarily mean minimizing clicks. As noted above, more clicks with well-organized navigation have a lighter cognitive load than fewer steps with a steeper learning curve. We call this gradual information reveal progressive disclosure. It’s a powerful tool for managing cognitive load and preventing frustration or mistakes. By displaying the most necessary information upfront and providing more detail through additional clicks and bite-size content, designers can reduce user fatigue while offering complexity in a clear and structured way.
A step-by-step form that progressively reveals relevant fields as the user moves forward prevents information overload, making the interaction smoother and more intuitive. This strategy improves user engagement while sharing complex information — a win-win.
A Final Word of Advice
The Nielsen Norman Group, the leading UX authority, emphasizes that while minimizing clicks can enhance usability, the context of the interaction is paramount. They advocate for reducing unnecessary steps but stress that focusing on the number of clicks should never overshadow the ultimate goals of task completion, user satisfaction, or clarity of navigation.
Testing your UX before launching can help identify the right balance of clicks vs. clarity for information and processes. Observing users as they interact with your interface provides valuable insights into where additional steps may help or hinder their experience.
Do you want to test your knowledge and see how these concepts play into real-world examples? Check out our interactive UX Maze to see how user experience strategy applies to three challenging scenarios.
Interested in improving your website UX? Reach out and say [email protected].