Over the past few weeks, we have seen how AI is making inroads into different aspects of marketing. Web design and development is another essential aspect of marketing, where AI has slow but important impacts. In this article, we will look at how artificial intelligence is transforming website design and development. We will consider its impacts on user interface and user experience, website optimization, and website diagnostic.
How is AI transforming website design and development? Keep reading to find out.
Artificial Intelligence and User Interface
User Interface is a term that describes the environment where human interact with machines. Every website is a user interface where humans interact with multiple machines.
The design of a user interface is an essential factor that will determine if users will spend time interacting with the machine.
The goal of every marketer is to increase the audience’s time on page and reduce the bounce rate. A significant factor that increases time on page and reduces the bounce rate is the user interface. The more users feel comfortable on a website, the more time they spend interacting with the content.
Designing a user interface is a significant part of web development.
While the design of a website may involve some level of creativity, there are design principles and guidelines that deliver excellent user interfaces. The web designer is not an artist. He needs to be creative within the limit of those design principles and guidelines.
AI-powered tools can learn and use these design principles and guidelines to make design recommendations to designers or create websites with little to no human input.
AI tools like Designscape can recommend alternative layouts, font selection, and color selection. This tool will not create a new website for you; instead, it will use time-tested design principles and guidelines to recommend alternative layouts and suggest the best font and color to enhance the user interface.
Artificial Design Intelligence
Artificial Design Intelligence systems aim to use these design principles and guidelines to create new websites with little to no human input.
Wix is an example of a website builder that uses ADI to create new websites. By answering a few questions like the name of the business, nature of the business, the industry, etc., the ADI will create a new website with custom content and images that you can edit. Bookmark is another platform that offers this service.
A platform like Grid seeks to take this further by using user-provided information like text, images, and CTA to produce a website that is ready to use. Grid has not achieved much success with versions 1 and 2, but they are preparing a third version of their ADI.
A similar tool to Grid is Sacha. However, with Sacha, you can only use ADI to create pages of a website. Of course, you can create an entire site by doing it page by page, but that is a lot of stress.
These ADI tools will keep collecting and processing user needs and interactions to keep optimizing the website for maximum performance.
Artificial Intelligence and User Experience
More progress has been made on the user experience side of things. User experience is a term that describes the emotions (sad, angry, happy, and excited) and attitudes of users when they use a product or service.
When customers land on a website, different things will define their experience. The ease at which they can find what they are looking for is one of those factors. Another factor is the relevance of the content to the user.
Chatbots and UX
One area where AI is improving user experience is the use of Chatbots on websites. AI-powered Chatbots can converse with users like humans. These Chatbots can engage in two-way conversations and provide timely and useful help to users 24/7. Some AI-powered Chatbots can seek clarifications from users, recommend different communication styles, and make recommendations based on users’ data.
By helping site visitors get access to the information they need, these Chatbots improve user experience.
Personalization and UX
AI-powered tools can also personalize the experience of users by offering them content based on their history. Platforms like Netflix, Youtube, and Amazon use AI tools to recommend videos and products based on previous search queries. In this way, they provide users with a personalized experience – which is vital for a good user experience.
Diagnostic and Analytics Tools
It is essential to conduct regular diagnostic tests on a website to ensure everything is working well. These tests will ensure that your website is in good shape, and users’ experience is top-notch. As you install more plugins, use more automation tools, and make your site visible on many platforms and devices, you need to be sure the UI and UX are perfect at every time.
Rather than doing this manually, an AI-powered tool like Applitools can help you automate such diagnostic tests. The tool will identify any problems that can affect UI and UX. It will also offer suggestions on how you can improve both.
While some feats have been achieved in the incorporation of AI to website design and development, the best is yet to come. Artificial Design Intelligence (ADI) will become better in the future. We expect to see improvements in the ADI of Wix, Grid, Bookmark, and Sacha.
As we wait for those developments, we can continue to leverage the current developments and use them to improve UI and UX. Which of these AI-powered tools do you plan to use? Let me know in the comments section.
If this is your first time here, you can jump to the first article in this series on Artificial Intelligence and Digital Marketing.