Interaction Design, abbreviated to IxD, is a relatively new concept in web design. It’s been around for about 10-15 years and exists to facilitate interactions between users and their web environment. Interaction Designers’ only concern is how users and computers interact which differs from UX designers who focus on all user-facing aspects of the development.

1. IxD: How to Make Interaction Design Work for Your Clients
Interaction design is becoming a more common concept in web design
agencies worldwide. However, you’ll come across hundreds of developers and
web designers who don’t even know what the term means. Below we’re taking a
look at interaction design and how it can be a fantastic way of designing the
perfect end user interface.

2. What is IxD?
Interaction Design, abbreviated to IxD, is a relatively new concept in web
design. It’s been around for about 10-15 years and exists to facilitate
interactions between users and their web environment.
Interaction Designers’ only concern is how users and computers interact
which differs from UX designers who focus on all user-facing aspects of
the development.

3. What does an Interaction Designer do?
Your Interaction Designer will focus on who the target of product (website) is
and who will use it. This information is usually provided by information
architects or user researchers. This research is then used by the Interaction
Designer to create a innovative and creative way for the user to interact with
the software.
The key interactions need to be identified and wireframed and the process
begins like most others with sketches. An Interaction Designer constantly looks
at new ways of interacting to ensure users are constantly supplied with new
things to interact and engage with.

5. What drives IxD?
The concepts below are central to understanding IxD from a web designer’s
perspective.
Goal-Driven
IxD is not necessary to carry out user research but it is integral to ensuring the best
design response is created. When users access a website they have a number of
goals in mind and you have to match each of these goals. A careful blend of design
and functionality is necessary.
Interaction Designers work to create the processes necessary for user interaction
and engagement.
Simple
The 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 want
simple access to a functional website. The system needs to be easy to use, load
quickly and have no causes for concern or irritation for the end user.
Affordances and Patterns
Your website needs to be easy to use, to meet the simplistic concept. It needs to be
intuitive and accessible to all. A user interface should be made up of familiar
components. If users want to use a contact form they’ll look for a button to press as
a button is an element they’re used to. Designers may want to be creative and
unique but some elements of design shouldn’t be messed with and follow patterns
that end users are comfortable with. It’s their opinions that matter.

6. How Great Interaction Design Affects the End User
There are four main ways in which quality IxD will affect your end user.
Positioning Visitors
Interaction Designers should have a proper understanding of who their
users are so everything can be orientated towards them throughout the
development.
Interaction Design needs to show users where they are on the page so the
user experience isn’t confusing and they need to be able to comfortably
navigate from page to page. Giving users plenty of clear options is a good
idea too and dead-ends put people off. Search pages which show no
results without a further link for more advice/options is a clear example of
poor interaction design.
Workflow Organisation
IxD also considers the workflow on the page. Everything has to be
considered. If your web design has a contact form what happens once the
user submits their information? Will the page refresh or will they be taken
to the homepage? You need to have answers to all these types of
questions and the answers need to be in the best interests of the user and
not the easiest option.

7. Continual Dialogue
Interaction 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 Hierarchy
To 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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