Las empresas invierten en usabilidad para retener a sus usuarios web

Las empresas invierten en usabilidad para retener a sus usuarios web

El Palacio de Exposiciones y Congresos de Granada acoge el 23 y 24 de Mayo UXSpain, el foro profesional más importante de España en experiencia de usuario (UX), que reunirá durante dos días entorno a 400 personas para tratar y debatir sobre la importancia de un buen diseño web. La usabilidad es una actividad que está despertando cada vez mayor interés en los departamentos de Nuevas tecnologías y Marketing de empresas, compañías e instituciones por el efecto que tiene en la captación de clientes o venta de productos. Pero, ¿por qué es tan importante la experiencia de usuario? ¿Qué hace un experto en diseño de interacción y usabilidad?

Granada acoge el III Encuentro de profesionales de la Experiencia de Usuario en España (UXSpain), un perfil cada vez más demandado en el sector de las nuevas tecnologías

«Las empresas se han dado cuenta de que una web que no es usable no retiene a los usuarios, es decir, los potenciales clientes. Por eso, cada vez más la usabilidad web está teniendo mayor importancia. Si el cliente no se siente cómodo, no encuentra lo que busca o no le resulta intuitivo, simplemente se va y le perdemos», explica Mari-Carmen Marcos, directora del nuevo Postgrado Online en UX del UPF-IDEC (Universidad Pompeu Fabra).

Según Marcos, las empresas son conscientes de que ya no basta en invertir en mejorar el posicionamiento en los buscadores. «De poco sirve que te encuentren en los primeros puestos de Google, si una vez entran en la web, se van porque no les gusta o no encuentran bien la información», explica. Dentro de la UX, la usabilidad se preocupa de que los productos, especialmente páginas webs, aplicaciones móviles, etc., resulten intuitivos, fáciles de usar y satisfactorios para las personas que los utilizan. «Lo que trabajamos es la experiencia subjetiva del usuario y su grado de disfrute al interactuar con el producto independientemente de si nos visita por web, por móvil o por tablet». En definitiva, su trabajo consiste en conseguir que el diseño de las páginas webs se realice pensando más en los usuarios que en la tecnología y tiene como principal misión conocer qué es lo que buscan y quieren los visitantes para incorporarlo o mejorar su ubicación.

Y lo cierto es que hoy muchas empresas están demandando en sus equipos responsables de UX. «El problema es que hay pocos profesionales especializados porque hay poca formación. Algunos másters o postgrados incorporan contenidos como una parte del temario, pero no se ha tratado como una profesión aparte, cuando es un puesto de trabajo en sí. Digamos que hay un desajuste entre la oferta del mercado y la demanda». El UPF-IDEC ha creado este año un Postgrado Online en Usabilidad, Diseño de Interacción y Experiencia de Usuario orientado a la especialización del profesional en UX, que ya se perfila como uno de los empleos del futuro en el ámbito de las nuevas tecnologías.

Autor: La Vanguardia
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