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Video content as a part of user experience design

October 18, 2023
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  • 9 min

The content preferences of users are evolving at a rapid pace. Better connectivity, convenience, and more choices are some of the factors that influence the choice of content consumption. Videos have become the de facto content and digital products are using them to improve the user experience. 

Videos can grab people’s attention and add an extra pinch of excitement. They can showcase products, services, and brands, as well as engage users in a unique way. Unlike words or pictures, videos take users on an immersive journey, helping them grasp things better. When used wisely, videos make complex ideas simple. In this article, we will delve into the significance of video content in design and discuss important factors to consider when incorporating videos into your website or app.

Role of videos in UX design 

Before incorporating videos into websites or applications, UI UX design agencies must evaluate whether the videos truly benefit users. After all, the purpose of videos is to improve the user experience by offering a convenient way to learn about a product or service with minimum time and effort expended. Let’s explore why videos are an essential component of UX design.

  • Convey information with clarity

The primary reason video content is incorporated into the user interface is to enhance the clarity and ease of information flow. A concise one-minute video can effectively convey a large amount of information that would otherwise take much longer to read or understand through text, screenshots, or mockups. This is why explainer videos,video tutorials, and guides are more successful when presented in video format. By utilizing videos, we can provide users with a quicker and more engaging way to access valuable information.

  • Keep users hooked

One of the greatest advantages of video content lies in its ability to engage multiple senses simultaneously when demonstrating products or services. Videos help users quickly grasp valuable information without the need to scroll, read, view images, or mentally juggle multiple pieces of content. Since human attention spans are becoming shorter now, using videos is an efficient way to capture and maintain engagement, which increases the chances of user conversions. 

  • Narrate the story 

One of the notable strengths of video content is its capacity to captivate and engage viewers through the art of visual storytelling, often accompanied by compelling voiceovers or music. Stories have a unique appeal as they clarify concepts, depict situations, provide enjoyment, and offer aesthetic value. They are easier to comprehend and remember. Videos that incorporate storytelling typically follow a three-phase structure: presenting challenges or pain points, evoking emotions, and demonstrating solutions.

  • Set an immersive atmosphere

In addition to images, videos embedded in UI play a significant role in creating the desired atmosphere that shapes the user’s experience with the service, product, place, or event. They take the demonstration to a whole new level, allowing users to instantly connect with the vibe and ambiance. This is why immersive videos are gaining popularity and becoming increasingly sought-after.

  • Evoke emotions 

Regardless of how logical and intelligent we may be, our decisions are frequently influenced by emotions rather than pure facts. The feelings of “I feel it,” “I like it,” and “I want it” have a stronger grip on us than logical reasoning, calculations, or analysis. Video content serves as a powerful tool to tap into this aspect. By engaging multiple senses and combining various influential factors into concise and time-saving content, videos have a higher likelihood of establishing an emotional connection with the audience.

Popular video content types in digital products

Did you know that users form their first impression of a website within just 50 milliseconds? If your website is vibrant with engaging videos, there’s a higher chance that users will stay and explore further. Below are the popular video content types commonly used on websites and applications.

1. Introduction videos 

Introduction videos are commonly used on websites, especially company and portfolio websites. Their purpose is to warmly welcome visitors and provide them with a friendly and lively introduction to the company, its services, or even the people behind it. 

“About” videos serve the same purpose by intriguingly describing the company, its team members, its mission, and its accomplishments. These videos are kept short and concise, delivering essential information in a nutshell, enabling visitors to know about the company and form a personal connection instantly. 

2. Promotional videos 

Promotional videos are designed to provide users with information about a product, service, or event. Such videos often highlight new releases, premieres, or significant product updates. 

The main goal of these videos is to encourage users to learn more, make a purchase, or take some action. By showcasing the benefits and features, promotional videos help increase brand awareness and familiarize the target audience with what is being offered.

A good example is GoPro’s promotional video for HERO10 action camera. 

3. Video testimonials 

Testimonials from buyers and users play a significant role in influencing people’s purchase decisions. They serve as a powerful tool to reinforce the credibility of a product or service, helping potential buyers make quick and confident choices. 

Research has revealed that 93% of users find online reviews helpful when making purchase decisions. Video testimonials take this a step further by sharing feedback from actual buyers and users. 

These engaging videos vividly describe their experiences with a brand, product, or company. Such testimonials contribute to building a positive brand image and reputation, reinforcing trust and confidence among potential customers.

See how Dropbox showcases customer testimonials in an engaging video format. 

4. Background video

Background videos are an integral part of websites in which the background page is not kept still or static. These videos are seamlessly integrated into web pages by UI designers, using full-screen videos to grab people’s attention and provide them with a quick glimpse of the product or service. 

By utilizing background videos, designers create an engaging visual experience that immediately captures the viewer’s interest and showcases the essence of what is being offered.

Seen, a Swedish-Norwegian website that provides services for data-driven video communication, has a background video that projects their clients and visually engaging graphics.

5. Product video

Product videos play a vital role in enhancing the user experience on e-commerce websites. You will often find them on product pages and landing pages, providing detailed descriptions of a product’s features and advantages. 

These videos showcase the product’s capabilities and show how they solve user problems. By visually demonstrating the product’s value, product videos help users make informed purchasing decisions and create a more engaging shopping experience.

The following video gives viewers a sneak peek into the advantages of the Peleton bike, such as bringing the studio experience right to their homes. 

6. Motion graphics video 

Motion graphics videos employ animated graphic elements like shapes or text to grab users’ attention and leave a lasting impression. They have a specific theme, though not necessarily a storytelling approach. 

Such videos help to visualize complex or abstract information in a simple and understandable manner. They simplify the communication of intricate concepts, making it easier for users to grasp and engage with the content.

A great case is a captivating motion graphics video showcasing the features of Cisco Secure Client, which includes engaging visual elements and animations. 

4 key considerations for adding video content in UX design

Now that the role of video content and its different types are clear, let’s look at some crucial factors that need to be considered before incorporating videos into your website/application. 

1. Loading time 

When considering adding video content to your website or application, it is crucial to take loading time into account. Developers and thorough testing teams play a vital role in ensuring optimal loading times, especially for web pages that aim to attract organic traffic. 

High bounce rates and a long loading time can negatively impact search results and discourage visitors from waiting for the page to load. Therefore, it is essential to carefully evaluate technical options and conduct thorough testing. Without addressing this aspect, even the most engaging video may not have the desired impact as it will go unseen due to loading issues.

2. Right contrast 

When adding video content, especially full-screen backgrounds, it’s important to find the right balance and organization. Skillfully integrate navigation and text so that the page remains easy to read and navigate. By making thoughtful color choices, you can reduce eye strain and ensure that users can watch the video until the end without discomfort. Test the contrast on different screens and devices to ensure readability and prevent confusion for users.

3. Give users control 

It’s important to provide visitors with the ability to control the video playback, particularly for long and heavy videos. Avoid using autoplay, as it may be less convenient for your audience who prefer the choice to watch or not. 

Ensure that users can adjust the volume of the audio separately, as autoplaying sound upon a page or screen loading is often reported as one of the most irritating aspects of the user experience. So, consider implementing basic controls that empower users to feel more in control when interacting with video content on your website or mobile app.

4. Make videos mobile-friendly

It’s essential to remember that what appears good on a desktop or TV might not translate well to the smaller screens of mobile devices. With the increasing prevalence of mobile interactions, this aspect must be carefully considered and tested for all content types, including videos. Make clear, legible video content and adjust it properly for optimal viewing on various mobile screens.

Videos for engaging UI and UX designs

Creating an appealing website design is essential for a user-friendly interface and an exciting user experience. Videos are your secret weapon to create an impact. With their amazing ability to grab visitors’ attention and take them on captivating journeys, videos will not fail to impress when implemented rightly. 

The best part – incorporating videos into your website is effortless, regardless of your design expertise. By focusing on users and sharing brand stories, videos can transform your website and leave a lasting impression.

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