Design & UX

User Experience

We’ve all been there before. You visit a website to find that the information you’re looking for requires a PHD, a manual and a well defined index finger for all the imminent clicking. It can be incredibly frustrating. The chances of a user returning to a site with a poor user experience is practically zero. Regardless of what industry you’re in, this can be very bad for business. 

At Bright Lemon we will closely collaborate with you to determine what a great user experience means to you and your community. We do this for all our web builds, and for existing websites that are looking to improve their overall user experience.


Why is the user experience important?

While user experience is undoubtedly important for every site, it can have a greater impact for specific types of website. For example a large e-commerce website with thousands of products requires clear navigation and a simple path to purchase that’s fundamental for the businesses to succeed. If there are too many clicks , then you can severely impact your conversion metrics or drive a customer to a competitor.

Similarly if you’re primary goal is to grow an online community, the foundation of success will be to provide your users with an enjoyable experience where it’s easy to connect, learn, collaborate, share and ultimately enjoy the experience. It’s very difficult to enjoy something if you’re constantly tempted to throw your computer out of the window. 


What makes a great user experience?

While individual preferences may vary as to what makes a great user experience, there are some universal factors that contribute to emotional and intuitive connection a user feels when using a website. These include the visual design, usability, accessibility, performance and the responsiveness of a site. When all these elements are working together they can:


  • Promote return visits
  • Increase sales
  • Encourage community growth
  • Reduce ongoing development costs
  • Minimise maintenance and support costs
  • Increases brand loyalty
  • Promotes user satisfaction



There are a number of definitions for the term usability, but essentially it can be broken down into four key areas:


  • A website should be quick and easy to learn
  • An intuitive and efficient use of navigation
  • Easy to remember
  • Allows quick recovery from user errors

We start all our projects by learning what usability means to your audience. Once we’ve gathered feedback we’ll translate these requirements into an online experience that has usability and engagement at the heart of its design. To get it right we test, then test again…….before finally testing some more.


Responsive design

There’s little point having great user experience on a desktop if the same process isn’t replicated on other devices. With mobile and tablet use forming a large part of all user behaviour, it’s just as important to consider how the user experience will differ across multiple devices.

Our web design process takes into account the flexibility your website will need for both mobile and tablet. There are a number of options available including responsive and adaptive design and we will collaborate with you to determine the best approach for your individual needs.



Creating an accessible website is about removing any potential barriers that stop people with disabilities from interacting with your website. We firmly believe that people from all walks of life should have the independence and dignity that enables them to communicate, shop, talk with friends and participate in an online community.

Having worked with a number of public sector organisations where there are strict guidelines around accessibility, we have the experience to cater for even the most complicated requirements.



When it comes to user experience, beauty really is only skin deep; but beautiful web design is still a very important part of the process. It impacts on a users first impression, reflects your brand identity and contributes to the overall experience of using a website.  

What makes Bright Lemon unique is that we combine our years of expertise to not only deliver a site that looks great, but combines all the necessary elements of user experience that will make people truly love your site.


Design and User Experience (UX)