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Questions to Ask Clients Before Starting a Project

Original Source: https://inspiredm.com/questions-to-ask-clients-before-starting-a-project/

Graphic design clients come in a wonderful variety, but every designer has their tales of horror to tell about the treatment they’ve received from some clients. Much of the time trouble originates from misunderstandings, so if the potential for this can be reduced from the start, it will help avoid the resultant problems.

Knowing what to ask is important, and then actually asking the necessary questions is even more important. In this article we’ll share the first part of that task, and it will be up to you to implement it when the time comes.

1. What is your budget for the project?

This is the most important question of all. Many clients have unrealistic expectations, and they may expect a fixed cost to cover everything they request. Asking this question up front lets the client know your costs may be not quite so fixed, and that they’ll need to adjust their expectations to suit their budget.

You will also be able to provide your client with better advice this way. When you know what the client can spend, you can begin calculating what options to suggest. For example, on-location photography is more expensive than stock photography, but gives much better results. You’ll be able to give advice that helps the client make the right decisions.

gif illustration by R A D I O

2. When do you need the project completed by?

Clients also may have unrealistic expectations about the creative process, not realizing it can take time to produce quality work, and expecting you to work like you’re on a production line.

Creative work is a process that normally takes time. We may have moments of intense inspiration which drive us to produce a masterpiece in record time, but normally there are many steps to complete: conceptualizing, research, drafting, editing, rendering, and so on.

If the client gives a tight deadline, get them to justify it. Sometimes clients just want the job done within a certain time frame, and there are times that they won’t really have a reason. Clients with a reason should get priority because they know what they want and why they want it.

3. Who is the intended audience for this work?

It’s very important not to waste your time going down the wrong path. You can’t make assumptions about who the client is attempting to appeal to. Also, having this knowledge, you can make suggestions that the client hadn’t thought of. This makes the client feel secure that they have chosen a professional who can help them make the right decisions.

illustration by Olia & Roma

4. What features in this work do you want to have emphasis?

Clients need to identify the image they want to project to their audience. If they don’t have a strong sense of identity and purpose, you’ll be wandering aimlessly with no reference point to begin from.

What may happen then is you’ll spend time designing something that the client may not necessarily like, and that happens because you’re not sharing a common vision.

The best designs happen when you and your client are in harmony about what the finished work should look like and what goals it should achieve.

5. What similar items appeal to you?

You may need to clarify this question. For example, if it is a website design project, you should ask the client which websites they like best and why they like those sites. If it is a logo design project, ask which logos of other companies are their favorites and why. And so on and so forth.

Asking this kind of question helps establish what the client finds appealing. That may not necessarily be what’s best for them, and you can advise them if you have knowledge that can help them make a better decision, but it also helps you avoid a situation where the client is not satisfied with what you produce.

When you know what the client already likes, you job becomes far easier, because you can design appropriately. Just make sure you get a decent number of favorites so you can find what the examples have in common.

6. What designs in this category are your least favorite?

This question is probably just as important, because it helps you recognize what things you’ll need to avoid. Nothing kills a project faster than not knowing what your client does not like to see in a design.

Again, you’ll need a decent handful of examples to get some idea of the common features that the client isn’t interested in. You can ask them why, of course, but the answers may be too vague to be really helpful.

What you’re trying to gain is insight into the client’s mind, and very few clients know themselves well enough to provide that insight directly. Seeing their likes and dislikes visually in front of you is far more useful in most cases.

gif by Tim Constantinov

7. Do you have an existing design or style?

One of the most surprising things is clients sometimes forget to mention they already have a design or style theme that they need you to comply with. The more you understand about the existing corporate culture of your client, the easier it is to design for them.

Sometimes clients just expect you to know about them. They’re sure you will have heard of their business before and that you’ll know all about it. So they don’t tell you the vital information you need to know in order to produce the best results for them.

Getting that information is your job. You can’t leave it up to the client to tell you, because they almost never will.

Wrapping up

Asking these essential questions before you get started on the project is going to help you avoid problems and will also help you do your job more efficiently and effectively.

Nobody likes wasting time on a project and then not getting paid for their efforts. As creatives, it can be especially rough on you when a client rejects your work, and that can affect your confidence as you go to start on the next project.

If you ask the right questions, you’ll know the right way to go about the task, and the result is better for everyone involved.

header image courtesy of Matt Chase

The post Questions to Ask Clients Before Starting a Project appeared first on Inspired Magazine.

Does Your Ecommerce Store Need a Blog?

Original Source: http://feedproxy.google.com/~r/Designrfix/~3/r6K0bTkRUxM/does-your-ecommerce-store-need-a-blog

It takes a significant investment of time and resources to run an ecommerce store as is. Setting up your store, regulating inventory, providing customer service and the like will take up the lion’s share of your attention. It makes sense to want to streamline your workload by focusing on the essential functions. The thought of […]

The post Does Your Ecommerce Store Need a Blog? appeared first on designrfix.com.

Exploring Dark and Gothic Trends in Web Design

Original Source: http://feedproxy.google.com/~r/1stwebdesigner/~3/LERhk9vkf-4/

In today’s web design world we see waves of minimalist, modern designs that often stick to light colors, standard fonts and lots of space. However, many industries and brands require an alternative approach.

For example, a gaming website might have a better effect with dark tones and gothic-style text. Dark web design can represent class, ruggedness or mystery. You can even see it used when someone is trying to communicate a sense of power. Both masculine and feminine designs use dark and gothic elements. While one website might want to show the strong side of being a man, another might want to display the elegance of being a woman. That’s not always going to be the case, but it works when implemented properly.

It’s important for designers to avoid getting stuck in the rut of only developing the same, “modern” white websites and apps. Because eventually, you’ll run into a client who craves something more sinister, elegant or strong. In that case dark, gothic web design comes in handy.

Therefore, we put together some examples of this type of design. This way, you can reference back to these excellent designs when you’re looking for some inspiration.



Here’s a great example of how darker designs often work for female-centric websites. Jewelry and clothing often make people feel richer or more elegant. Therefore, the darkness in a design like this mimics that of a classy, dark restaurant or club. It almost makes the user feel like they’re going to end up hanging out with celebrities if they buy the product.

Olly Moss

Olly Moss

A gothic design doesn’t always mean that you have to make everything black. For instance, this portfolio-style website features a mainly white background. Combine that with the black font and logo and it lets off a feeling of robustness. Not only that, but the gallery pieces have their own gothic appearances.

Black Dog Films

Black Dog Films

Black Dog Films takes its name and uses it to its advantage. The majority of the website has a black header, with shadows placed on the majority of images. You’ll also notice that the logo appears to be rigidly drawn, presenting a rugged, yet powerful, appearance.

Immortal Night

Immortal Night

It’s rather common to see a dark, gothic design on a video game website. It’s especially common when that video game relates to something mythical like vampires or zombies. Notice how the bright red colors create contrast with the black background. This is essential for using darker colors effectively.

Department Creatif

Department Creatif

Here’s a website that merges the trend of retro typography and darkened themes. This is actually a very common way to create header images, where the background is dimmed quite a bit so the text placed on top of it can be viewed properly.

Tender to Art

Tender to Art

A dark design doesn’t have to be complicated. This incubator of contemporary art sticks to the modern layout, with bold typography, minimal content and interesting animations as you click through the website.

Ever and Ever

Ever and Ever

One of the great things about this design is the contrast we see with the white human figures. It almost looks as if the figures are statues from a long time ago, going along with the gothic theme and drawing the eye to those individuals as it sits right on top of the darkness.



Working with darker designs means that you have the opportunity to create an ominous feeling with even more dark elements. The “Ever and Ever” example we saw above is the exact opposite of this one. Instead, we see minimal contrast, where the user has to almost squint to see what’s going on.

These are just a few examples of a darker, gothic web design style. We hope you’ve enjoyed them. And if you have any other examples you’d like to suggest, feel free to leave them in the comments below.

Ucraft Review: Building Creative Websites With Strong eCommerce Support

Original Source: https://inspiredm.com/ucraft-review-building-creative-websites-with-strong-ecommerce-support/

Creatives need to look creative online.  Unfortunately, this often means a trade-off in the eCommerce department. You may be able to make a beautiful, visual website, but that awesome portfolio is nothing without the ability to sell your merchandise, prints, and other products. That’s where Ucraft comes into play. This Ucraft review will outline the stunning website templates provided by the page builder and walk you through some of the excellent selling tools you need in order to make money as a creative.

Overall, Ucraft is dedicated to building better websites in a faster manner. Therefore, it delivers a true drag and drop builder so that you don’t have to learn about coding or much website development. You’re able to craft stunning, professional websites for photography, web design, writing, and art. Sure, others can take advantage of the Ucraft tools, but the company has focused quite a bit on helping out creatives with its strong media support.

Ucraft Review: The Best Features
An Awesome Free Landing Page Creator

The landing page creator is free, and you’re able to make your one landing page within minutes. You start the design process by choosing from a template. After that, all the changes are automatically saved and published in Ucraft.

Designer Tools with Drag and Drop Functionality

The designer tools make sure that you can add a designer touch to your website even if you’re not that into design. From a full UIKit for advanced modifications, to simple tools for adjusting headings, colors, and sizes, the Ucraft design end is as simple as they come.

Strong eCommerce Support for Regular Businesses and Creatives

The eCommerce plan (outlined below,) is pretty much what most smaller and mid-sized businesses will need. However, you can also upgrade to get extremely advanced tools for selling your products.

In short, Ucraft has social eCommerce options for selling on places like Facebook and Amazon. You also receive product SEO features, over 70 payment and shipping solutions, and secure transactions. What’s more is that Ucraft takes nothing in terms of transaction fees.

I like the fact that you can integrate with dozens of apps and eCommerce platforms. For instance, you may want to sell on a place like eBay or connect your store to Zendesk. Both are possible, along with several other integrations.

As mentioned, the eCommerce plan is pretty powerful, with support for 50 products, unlimited storage, payment and order management, and multi-currency support.

However, you can upgrade to higher plans to get things like more products available,  invoices, favorite lists, VAT support, tax exemptions, eBay selling, real-time tracking, and more.

A Free Logo Maker

The free logo maker from Ucraft is a huge advantage for small businesses and creatives. Logos of svg and png formats can be created.  Not only does it have some interesting designs for you to start off with, but you can get creative yourself and brand your website the way you want. What’s great is that after you design your logo it goes on your website and you also receive a file to use it elsewhere for your business.

Insert the logo into all marketing materials, include it in your email newsletter, and print it on your business cards. This is a truly free logo maker, which is not always the case when you sign up for something like this. Sometimes you get forced to pay or you don’t get to remove the logo maker’s branding. That’s not the case with Ucraft.

Ucraft Review: The Pricing

You can pay for Ucraft on a monthly or yearly basis. The yearly plans save you extra money over the long run and you get a custom domain, but you still have the option to pay per month if you’re still not up for the commitment.

One of the best parts about Ucraft is that you can go with the free plan to gain access to some wonderful landing page tools and more. After that, you have to start paying, but the plans are less expensive than much of the competition, and you get that coveted eCommerce support.

Here are the pricing plans on a yearly subscription to see what you receive:

Landing Page – Free forever. You get one landing page, customizable content, the option to connect your own domain, an SEO app, the option to invite team members, customer support from Ucraft, and free hosting. The only downside is that you have to live with the Ucraft watermark on landing pages.
Website – $6 per month gets you a custom domain, one website (unlimited pages,) a drag and drop builder, the removal of the Ucraft watermark, 24/7 customer support, over 15 integrations, free hosting, an SEO app, unlimited articles, multilingual tools, and more.
eCommerce – This plan costs $13 per month and it provides everything from the previous plans, a custom domain, support for 50 products, no transaction fees, over 70 payment and shipping methods, multi-currency support, SEP for products, payment and order management, real-time tracking, unlimited storage.

As you can see, these pricing models are pretty impressive. Most website builders cost more than $6 per month, and you’ll be hardpressed to locate many eCommerce builders for less than $13 per month.

What’s cool is that several other plans are provided if you want to upgrade past that $13 per month eCommerce package. For instance, a Pro plan is sold for $31 per month and an Unlimited plan is set at $60 per month. In short, if you want to expand your eCommerce store and get the best tools possible, that’s when you would upgrade.

Finally, all Ucraft users get the following for free:

SEO tools
Designer tools
A logo maker

Who is Ucraft Best Suited For?

As I talked about a few times in this article, Ucraft makes the most sense for creatives and small businesses. It’s less expensive than so many other website and eCommerce builders on the market, and the company does a great job with its modern, beautiful templates.

The features are still robust enough for you to scale up in the future, and you get the bonuses of the free logo maker, SEO tools, and templates.

If you have any questions about this Ucraft review, let us know in the comments.

The post Ucraft Review: Building Creative Websites With Strong eCommerce Support appeared first on Inspired Magazine.

Collective #419

Original Source: http://feedproxy.google.com/~r/tympanus/~3/Rgq9JlCzzQA/


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Collective #419 was written by Pedro Botelho and published on Codrops.

Photography: Hong Kong Ballet Campaign

Original Source: http://feedproxy.google.com/~r/abduzeedo/~3/5X65xpStTfQ/photography-hong-kong-ballet-campaign

Photography: Hong Kong Ballet Campaign

Photography: Hong Kong Ballet Campaign

May 28, 2018

Let’s tackle this Memorial Day with a colourful campaign for the Hong Kong Ballet, photography by Dean Alexander. Dean is working in the field of advertising/fashion photographer and film director/cinematographer. His work has taken him to over 50 countries and has won over 150 International Awards worldwide. What an accomplishment, the quality of this campaign is totally upscale. It looks like it was a fun client! It’s like the one thing they did care about was to give the creative a full “Carte Blanche” experience which judging by the results. It really paid off, beautifully!

Learn more about Dean Alexander
Photography: Hong Kong Ballet CampaignPhotography: Hong Kong Ballet CampaignPhotography: Hong Kong Ballet CampaignPhotography: Hong Kong Ballet CampaignPhotography: Hong Kong Ballet CampaignPhotography: Hong Kong Ballet CampaignPhotography: Hong Kong Ballet Campaign

hong kong
dean alexander

Understand Web Development in Less than 1 Hour

Original Source: https://www.sitepoint.com/understand-web-development-less-1-hour/

This article was created in partnership with KTree. Thank you for supporting the partners who make SitePoint possible.

This article explains what web development is, by exploring how it started and how it evolved. This is not an exact chronicle of the web’s evolution, but focuses more on what the needs for this evolution were, so we can understand the technology.

It all started with information. Humans have always needed to find ways to share information with others. As you are aware, before the internet, information was shared via letters, newspapers, radio and television. Each had its own disadvantages, which allowed the internet’s information highway to come to the forefront.

1. What is the Web?

What if you can publish information in a place where whoever is interested can go and read that information? That’s exactly what the web does. You keep the information on a web server, and people can read that information using clients (browsers). This architecture is called ‘server-client architecture’.


Initially, this information was all stored as text — that’s why the name hyper-text transfer protocol has stuck even though now text, media and files are all exchanged via this protocol.

2. How Is Information Kept, Retrieved and Saved?

The most basic and long-lived way of storing information on the web is in HTML files. To better understand, let's take a simple example of company publishing its price information so its vendors can download and view the list, which consists of products with a price and effective date. This was kept as a HTML file on the server, which can be viewed using a web browser. The browser requests the file from the sever, and the server serves it up and closes the connection.

HTML is a standard markup language used to create web pages. In other words, it’s a simple text file with tags that help the browser figure out how to display the information.

<!DOCTYPE html>

<h2>Price List</h2>


<td>Product Name</td>
<td>KTree Web Service</td>
<td>60.USD Per Hr</td>
<td>KTree Web Service</td>
<td>60.USD Per Hr</td>




Cascading Style Sheets (CSS) is a style sheet language used for describing the presentation of a document written in a markup language. Basic formatting and styling can be done via HTML, but it’s better to use CSS for this.

A web application contains many pages, either dynamic or static. If we use HTML tags for styling the information we have to repeat this information in every page. Suppose we want to change the background color — we have to edit the HTML for every page that is part of the site.

Instead, we can use CSS to store our style definitions in one location, and refer each HTML page to that location. By changing the CSS file, we can change the background color on every page that looks to the stylesheet for style defintions.

CSS does more than just setting the background color, of course: it allows us to set colors for all sorts of elements, fonts, page layouts, and much more.

We have styled our previous example using CSS. Let’s say we are using tables on different pages, but using the same CSS styles. We can move all this style information out to its own file.

<!DOCTYPE html>

<!–– for simplicity we have kept the CSS in inline in the HTML – you can keep the css in any file with a .css extension and include it using <link rel=”stylesheet” href=”styles.css”> –>

table {
font-family: arial, sans-serif;
border-collapse: collapse;
width: 100%;

td, th {
border: 1px solid #dddddd;
text-align: left;
padding: 8px;

tr:nth-child(even) {
background-color: #dddddd;

<h2>Price List</h2>

<td>Product Name</td>
<td>KTree Web Service</td>
<td>60.USD Per Hr</td>
<td>KTree Web Service</td>
<td>40.USD Per Hr</td>
<td>KTree Web Service</td>
<td>50.USD Per Hr</td>


JavaScript is the third pillar of the web, alongside HTML and CSS, and it is normally used to make web pages interactive. To understand JavaScript (JS), we need to know what the DOM is.

The Document Object Model (DOM) is a language-independent application programming interface that turns the HTML document into a tree structure. The nodes of every document are organized in that tree structure, called the DOM tree, with the topmost node called the “Document Object.”

Sample DOM Tree (Source: Wikimedia Commons)

When an HTML page is rendered in the browser, the browser downloads the HTML into local memory and creates a DOM tree to display the page on screen.

Using JS, we can manipulate the DOM tree in several ways:

JS can modify the DOM tree by adding, changing, and removing all of the HTML elements and attributes in the page.
JS can change all of the CSS styles on the page.
JS can react to all of the existing events on the page.
JS can create new events within the page and then react to all of those events.

In our JavaScript example, we continue with our price list example by adding another column — Special Price — which is hidden by default. We’ll show it once the user clicks on it. In technical terms, we use a click event attached to the web element (anchor tag) and change the existing text of the web element, in other words manipulating the DOM. To do this, we have to use the browser’s accepted scripting language, which is always JavaScript.

<!DOCTYPE html>
<!–– for simplicity we have kept the CSS in inline in the HTML – you can keep the css in any file with a .css extension and include it using <link rel=”stylesheet” href=”styles.css”> –>

table {
font-family: arial, sans-serif;
border-collapse: collapse;
width: 100%;

td, th {
border: 1px solid #dddddd;
text-align: left;
padding: 8px;

tr:nth-child(even) {
background-color: #dddddd;

#specialprice {




<h2>Price List</h2>

<td>Product Name</td>
<td>Special Price</td>
<td>KTree Web Service</td>
<td>60.USD Per Hr</td>
<td id=”specialprice”> <a href=”” onclick=”return false;”> Click Here </a> </td>
<td>KTree Web Service</td>
<td>40.USD Per Hr</td>
<td id=”specialprice2″> <a href=”” onclick=”return false;”> Click Here </a> </td>
<td>KTree Web Service</td>
<td>50.USD Per Hr</td>
<td id=”specialprice3″> <a href=”” onclick=”return false;”> Click Here </a> </td>

document.getElementById(“specialprice”).onclick = function() {myFunction()};

function myFunction() {
document.getElementById(“specialprice”).innerHTML = “20% Off”;



Up til now, we’ve only discussed getting data from the server. Forms are the other side of HTML, which allows us to send information to the server. We can use forms to either update existing information or add new information. The most commonly used methods in HTML forms are GET and POST.

Continue reading %Understand Web Development in Less than 1 Hour%

Collective #418

Original Source: http://feedproxy.google.com/~r/tympanus/~3/FWVNgdUEWZ8/


Inspirational Website of the Week: Aristide Benoist

A unique design with some fine artistic touches. Our pick this week.

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Collective #418 was written by Pedro Botelho and published on Codrops.

How Do You Know Your Website Is A Success?

Original Source: https://www.smashingmagazine.com/2018/05/how-do-you-know-website-success/

How Do You Know Your Website Is A Success?

How Do You Know Your Website Is A Success?

Nick Babich


(This article is kindly sponsored by Adobe.) We live in a world where just about every business has an online presence. Let’s say you want to reach out to a business — what would be the first thing you would do? Well, you would probably look up their website to search for answers to your questions or simply any contact details you can find. With no doubt, the first impression of any website is now more important than ever.

There are more than 1.8 billion websites on the Internet right now, and the number is growing. The increase of the competition brings a great interest in examining the factors of success of a website. While no one will argue that it’s essential to have a successful website, it’s still not easy to understand what exactly success means and how to actually measure it.

Define What Site Success Means To You

Set A Global Goal

Finding the answers to questions such as “What are our goals?” and “What do we want to achieve with this website?” should be the first thing to do when starting a new project. Skipping a stage of defining global goals and moving directly to the design stage is a pretty common mistake among many product teams. Without knowing exactly what you want to achieve, your chances of making a positive impact with your website will be poor.

Every website needs a well-defined product strategy. A strategy sets the tone for all of the activities, and it gives a context that helps in making design decisions. When you have a solid understanding of what you expect to get out of your site, it helps you to work towards that goal.

your product strategyProduct strategy is a combination of achievable goals and visions that work together to align the team around desirable outcomes for both the business and your users. (Image credit: Melissa Perri) (Large preview)

Here are a few tips that help you set a goal:

Tie the purpose to business goals.
The website’s purpose should serve to support the company’s mission and make the business more effective in achieving that mission.
Make it specific.
Instead of saying something like “I want to have a strong online presence,” consider this instead: “Our website should be a place where users submit requests for our services. Our goal is to have 50% of our orders submitted online, not over the phone.”
Conduct competitor research.
List sites of your competitors which you find successful, and try to pinpoint why they are successful.

Strive To Create User-Focused Experience

Because visitors ultimately determine the success of a website, they should be in the spotlight during site’s development. As Dieter Rams says:

“You cannot understand good design if you do not understand people; design is made for people.”

Thus, start with gathering this understanding:

Portrait your ideal users.
Try to understand what content they might need/want, their browsing habits (how they prefer to interact with a website) and the level of their technical competence. This knowledge will help you appeal to them better.
Think about the goal of your visitors.
Put yourself in the shoes of your visitor. What do you want them to get done? Place an order? Reach you for a quote? Become a member? Drive the design from the user’s goals and tasks.* *Ideally, each page you design should have a goal for your users.
Create user journey map.
If you have an existing site, you can figure out typical ways people use it by creating user journey maps.

User journey map

User journey map. (Image credit: Temkin Group)

8 Essential Characteristics Of Website Design That Influence Its Success

In this section, we aren’t going to discuss design implementation details (e.g. where a logo should be placed). We’ll be focusing on the main principles and approaches for effective web design. These principles will be reviewed from the angle of the first impression. It’s essential to focus on great user experience during the first-time visit. Generally, the better the first impression, the better the chance that users will stay for longer. But if the first impression is negative, it might make users want to avoid interacting with your product for years.

And how do we leave a good first impression? Good design. First impressions are 94% design related. While it’s impossible to define one-fits-all design decisions that will guarantee a successful site, it is still possible to focus on factors that are able to create a great first impression: the quality of content, usability, and visual aesthetics.

1. High-Quality Content

The copy used on your website is just as important as the website’s design; it’s the reason why people visit your website. More than 95 percent of information on the web is in the form of written language. Even if your site is beautifully designed, it’s no more than an empty frame without good content. A good website has both great design and great content.

“Content precedes design. Design in the absence of content is not design, it’s decoration.”

— Jeffrey Zeldman

Match Users’ Expectations

Provide information your users expect to see. For example, if you design a website for a chain of restaurants, most visitors will expect to find the restaurants’ menus as well as maps that show where each restaurant is located.

Content That Builds Trust

Trust is what creates a persuasive power; trust makes the user believe in your products or services. That’s why it so important to build a sense of trust on your website. For example, if you design a website that will offer services, you should include content that will bolster a visitor’s confidence in those offerings. A simple way to accomplish this is to provide social proofs — put some testimonials on your site.

One great example is Basecamp. The company lists feedback from its clients together with a data statistic that reinforces the power of the social proof.

Basecamp pairs testimonials with research findings to create an ultimate persuasive effect.

Basecamp pairs testimonials with research findings to create an ultimate persuasive effect.

Focus On Microcopy

Microcopy is the tiny words we use in user interfaces. These might be field or button labels, or description for forms and other UI objects. Right microcopy can influence business profits. But in order to write good microcopy, it’s essential to understand user’s intentions and emotions.

During the Google I/O 2017, Maggie Stanphill explained the possible business value of writing good microcopy. After the Google team changed ‘Book a room’ to ‘Check availability’ in the Hotel search on Google, the engagement rate increased by 17%. This happened because the first version of microcopy (‘Book a room’) was too committal for that stage of the user journey. Users didn’t want to book a room; they wanted to explore all available options (date range as well as prices).

Good microcopy is human-oriented. In this example, ‘Check availability’ meets the user where they are in their mindset.

Good microcopy is human-oriented. In this example, ‘Check availability’ meets the user where they are in their mindset.

Text Is Optimized For Scanning

It’s necessary to adjust content to users’ browsing habits. It’s a well-known fact that users don’t read online, they scan. When a new visitor approaches a web page, the first thing s/he does is tries to do is to scan the page and divide the content into digestible pieces of information. By scanning through key parts of the page, they are trying to determine if the content is relevant to their needs.

Here are a few tips on how to format your content to make it easy to scan:

Avoid long blocks of text without images.
With a huge probability, such content will be skipped. Use headings, paragraphs, or bullet points to break up a text.
Optimize layouts for natural scanning patterns.
Eye tracking studies have identified that people scan pages in an “F” pattern. We read the first few lines, but then they start skipping down the page, caching only parts of the message. For this reason, it’s important to keep your text frontloaded — put the most important concepts first, so our eyes catch those important words as we track down.

Users don’t read, they scan. This heatmap shows where people’s focal points land. Effectively designed websites work with a reader’s natural behavior.

Users don’t read, they scan. This heatmap shows where people’s focal points land. Effectively designed websites work with a reader’s natural behavior. (Image credit: Useit)

Quick design tip: You can measure your readability score using a tool called Webpagefx.

Avoid Distraction

The human eye can instantly recognize moving objects. Moving objects such as animated banners or video advertising can capture users’ attention. An abundance of such content can lead to annoying and distracting experience. Thus, put an emphasis on a site with minimal distractions.

Heatmaps from eye-tracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views. Green boxes are used to highlight the advertisements.

Heatmaps from eye-tracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views. Green boxes are used to highlight the advertisements. (Image credit: NNGroup)

Contact Information

Make it easy for people to reach you. This requirement sounds pretty obvious; still, it’s quite a typical situation for first-time visitors to have to hunt for contact information. Don’t let that happen. Make a phone number, email, address and a contact form easily accessible.

Quick design tip: When designing your site, don’t make email or phone number a part of an image. Phone number/email should be in plain text so that users can copy this information.

Relevant Images And Videos In High Quality

Studies have proven that people are majorly visual learners. Most people are able to understand and grasp concepts far better when they are delivered in visual way.

Remember the old saying, “A picture is worth a thousand words”? It’s relevant to web design. A simple way to increase visual appeal is to provide high-quality imagery or video content.

One great example is Tesla which doesn’t tell the benefits of its car but rather shows a quick video that makes it clear what it feels like to drive a Tesla:

Tesla uses a principle ‘show, don't tell’ when demonstrating the benefits of using cars.

Tesla uses a principle ‘show, don’t tell’ when demonstrating the benefits of using cars.

2. Simple Interactions

According to Hubspot survey, 76% of respondents mentioned ease of use as the most important characteristic of a website. That’s why the “Keep It Simple” principle (KIS) should play a primary role in the process of web design.

Cut Out The Noise

Cluttering a user interface overloads your user with too much information — every added button, image, and line of text makes the screen more complicated. Cutting out the clutter on a website will make the primary message more easily understood by visitors. Include only the elements that are most important for communication, and use enough whitespace. It will help to reduce the cognitive load for the visitors and will make it easier to perceive the information presented on the screen.

Quick design tip: Put more visual weight on important elements. Make important elements such as call-to-action buttons or login forms focal points so visitors see them right away. You can emphasize elements using different sizes or colors.

Lyft makes the most important information on a page (the call-to-action button) stand out.

Lyft makes the most important information on a page (the call-to-action button) stand out.

Strong Visual Hierarchy

The better visual hierarchy your create, the easier your content will be perceived by users (Simon’s law). A grid layout allows you to organize information in a way that makes it easier for visitors to read and comprehend information presented on the page. Using grids makes it much easier to create a layout that feels balanced.

Use a grid layout when designing web experiences. Using grids in Adobe XD.

Use a grid layout when designing web experiences. Using grids in Adobe XD.

Good Navigation

Good navigation is one of the most important aspects of website usability. Even the most beautifully designed website will be useless if users aren’t able to find their way around.

When developing navigation for your website, think about what pages are most likely to be important to visitors, and how they will move from one page to another. Follow users’ expectations — create a predictable navigation structure and place it where users expect to see it.

Quick design tip: Reduce the total number of actions required for users to reach the destination. Try to follow the Three-click rule which means creating a structure that will enable users to find the information they are looking for within three clicks.

Recognizable Design Patterns

Design patterns are designer’s best friends. When designing your site, it’s worth remembering that users spend most of their time on other sites. Every time the user has to learn how something new works, it creates friction. By using recognizable conventions, you can reduce the learning curve. Recognizable UI patterns eventually help users to parse complicated tasks easily. Thus, when you follow users’ expectations and create a familiar experience (e.g. place UI elements in places where users expect to find them), site visitors can use their previous knowledge and act through intuition. This helps reduce the learning curve and the need to figure out how things work.

3. Fast Loading Time

As technology enables faster experiences, users’ willingness to wait has decreased. Slow loading time is one of the main reasons visitors leave websites. A typical user will only wait for a few seconds for your page to load. If nothing happens during this time, they will consider the site to be too slow, and will most likely navigate away to a competitor’s site.

Slow loading not only creates a lousy impression on users, but it also affects site’s search engine ranking, as slow-loading pages are reduced in rank in Google’s Search engine.

Test Your Website

There are tools available that allow you to test website performance. One of them is Google’s Test My Site which gives you an actionable report on how to speed up and improve your site. WebPage Test is another helpful tool which allows you to run a free website speed test from multiple locations around the globe, using real browsers (Internet Explorer and Chrome) at real consumer connection speeds.

The slower your website is, the higher your bounce rate will be.

The slower your website is, the higher your bounce rate will be. (Image credit: Luke W.)

Find What Is Causing The Slow Loading Time, And Fix The Problem

If slow loading is a typical situation for your website, try to find out what causes the problem and solve it. Typically, page load times are affected by:

Visual elements (images and animations).
HD images and smooth animation can only create good UX when they don’t affect loading time. Consider reading the article Image Optimization for tips on image optimization.
Custom fonts.
Like any other asset, it takes some time to download a custom font (and it takes more time if the font is located on a 3rd party service).
Business logic.
Whether or not a solution you’ve developed is optimized for fast loading time. There are a lot of things developers can do to minimize the loading time. For example, it’s possible to use file compression and decompression to improve the performance of а website.
Technical infrastructure.
An infrastructure is a place where you host your websites. It includes both hardware and software components as well as internet bandwidth.

Create A Perception Of Speed

If you can’t improve the actual performance of your website, you can try to create a perception of speed — how fast something feels is often more important than how fast it actually is. Employing a technique of skeleton screens can help you with that. A skeleton layout is a version of your page that displays while content is being loaded. Skeletons give the impression of speed — that something is happening more quickly than it really is and improve perceived load time.

This real estate website reuses some of the data from search results page (the image of the building and basic description) while the detailed information is loading. This creates a sense of immediate response even when some time required to load the data.This real estate website reuses some of the data from search results page (the image of the building and basic description) while the detailed information is loading. This creates a sense of immediate response even when some time required to load the data. (Image credit: Owen Campbell-Moore) (Large preview)

Check out this Codepen example of skeleton effect in pure CSS. It uses a pulsation effect to give users a feeling that website is alive and content is loading:

See the Pen Skeleton Screen with CSS by Razvan Caliman (@oslego) on CodePen.

4. Feeling A Sense Of Control

A sense of control remains one of the basic usability heuristics for user interface design. Effective interfaces instill a sense of control in their users.

Good Error Handling

To err is human. Errors occur when people engage with user interfaces. Sometimes, they happen because users make mistakes. Sometimes, they happen because a website fails. Whatever the cause, these errors and how they are handled, have a significant impact on the user experience. Bad error handling paired with useless error messages can fill users with frustration and can lead them to abandon your website. When errors occur, it’s essential to create effective error messages.

Make your website sound human even. Each error message your website display should be clear, clean, and useful.

Make your website sound human even. Each error message your website display should be clear, clean, and useful.

Designers can use a tactic called design for failure in which you try to anticipate the places users might face problems and plan for such cases. Whereas implementing the ideal user journey is the end goal, the complexities of an individual user’s experience are rarely so cut and dried. Recognizing potential pain points and preparing for it using tools like failure mapping for error recovery helps to ensure that you’re putting forth the best experience you can for the majority of your users.

No Aggressive Pushers

We all know that feeling. You visit a new website, the content on the page seems to be interesting. You begin to read it and just when you are halfway through the text, you are suddenly interrupted by a huge overlay asking you to either subscribe to a newsletter or take advantage of an offer. In most cases, your immediate reaction will be either to close the overlay or to close the entire page, the overlay along with it.

Aggressive pushers such as pop-ups with promotional content will put most people on the defensive. According to the NN Group, pop-ups are the most hated web experience ever.

Aggressive pushers create bad user experience.Aggressive pushers create bad user experience. (Image credit: Vitaly Dulenko) (Large preview)

Don’t Autoplay Video With Sound

When users arrive on a page, they don’t expect that it will play any sound. Most users don’t use headphones and will be stressed because they’ll need to figure out how to turn the sound off. In most cases, users will leave the website as soon as it plays. Thus, if you use autoplay video content on your site, set audio to off by default, with the option to turn it on.

5. Good Visual Appearance

Does an attractive design lead to more conversion? While there’s no direct connection between attractive design and conversion, visual appearance might increase chances for conversion. As Steven Bradley says:

“Human beings have an attractiveness bias; we perceive beautiful things as being better, regardless of whether they actually are better. All else being equal, we prefer beautiful things, and we believe beautiful things function better. As in nature, function can follow form.”

Capitalize On Trends

Just like with any other area of design, web design is constantly changing. Design trends come and go, and its necessary to be sure that your design doesn’t look dated. Familiarize yourself with latest trends and try to keep your design up to date by tuning your design.

Awwwards and Behance are great places which will help you be familiar with the latest trends.

Avoid Generic Stock Photos

Many corporate websites are notorious for using generic stock photos to build a sense of trust. Such photos rarely hold useful information. Usability tests show that generic photos and other decorative graphic elements don’t add any value to the design and more often impair rather than improve the user experience. Eye-tracking studies show that users usually overlook stock images.

An example of a stock photo

An example of a stock photo

6. Design Is Accessible To All Groups Of Users

You can’t call your design successful if your audience has trouble using it. There’s a direct connection between bad UX and inaccessibility. One typical example of design decisions that often create terrible UX for the sake of beauty is using light grey text on light backgrounds. The example below was taken from one of the most popular powerful platforms for creating websites. Even a person with normal vision will struggle to read a text on this page, and there’s a huge possibility that a visually impaired person wouldn’t be able to read it at all.

Insufficient color contrast paired with small font size create readability issues.

Insufficient color contrast paired with small font size create readability issues.

The website you design should be accessible to all groups of users including blind, disabled or the elderly. Be sure to check WCAG documents and WUHCAG’s checklist.

7. Memorable Design

Taking into account the fact that almost all business have an online presence today — no matter what product or service you offer online — there are many other websites offering exactly what you do (perhaps even with the same benefits). It’s essential to set your website apart from the competition by crafting really memorable design.

Barbara Fredrickson and Daniel Kahneman proposed a psychological heuristic called the “peak-end rule” which dictates the way our brain works with information. The peak-end rule states that people judge an experience based mainly on how they felt at its peak (i.e., its most intense point) and at its end, rather than based on the total sum or average of every moment of the experience. The effect occurs regardless of whether the experience is pleasant or unpleasant. In other words, when we remember experiences, we tend to recall not entire experience but only key events that happened. That’s why it’s essential to create a spark that will stay in a user’s memory for a long time.


Color hugely influences on what people remember, and how vividly they remember it. Selective use of color can trigger the memory and be that one added element that ensures your brand stays memorable and recognizable.

For example, when we think about Spotify, we usually think about vibrant colors. The service uses color as a brand and experience differentiator:

Spotify plays with colors to create a memorable experience.

Spotify plays with colors to create a memorable experience.


Illustrations are a versatile tool useful in creating a unique design. From small icons to large hand-drawn hero sketches, illustrations bring a sense of fine craftsmanship in digital experience.

A straightforward way of using illustrations in web design is to tailor them to your messaging.

Illustrations can be a great supplement of the text copy.

Illustrations can be a great supplement of the text copy. (Image credit: Evernote)

Using brand mascots in web design is another great example when illustrations can create a memorable experience. Mascots become the elements of identity and inter-connector between the user and the product.

By pairing illustrations with jokes, Smashing Magazine has developed a distinct design style that makes them memorable for anyone who aware of the brand.

By pairing illustrations with jokes, Smashing Magazine has developed a distinct design style that makes them memorable for anyone who aware of the brand.

Brand Consistency

Consistency is arguably the key rule to a successful brand. Inconsistency brings a huge problem — users won’t picture a specific thing when they think about a brand, and, as a result, it can quickly become forgettable. That’s why the website’s design should be consistent with your brand. Make sure that basic brand attributes such as brand colors, fonts, logos, and slogans are used consistently on the website.

Quick design tip: An excellent way to boost your ability to maintain a consistent brand design is through a style guide. Prepare it once and use it for each product you design.

McDonald's website design is consistent with its brand.

McDonald’s website design is consistent with its brand.


Make your experiences fun, so people remember them. One good example is Mailchimp, a service used to schedule and deploy email campaigns. The company fulfills a fairly technical niche, but by using humor it transforms this dry task into an inviting experience. Mailchimp uses a mascot called Freddie von Chimpenheimer. Freddie often cracks jokes, and humor is an effective way to connect with people. This positive attitude will often lead to people sharing and even advocating for the product with their friends.

Freddie, the cartoon mascot of MailChimp, is a great emotional carrier for humor.

Freddie, the cartoon mascot of MailChimp, is a great emotional carrier for humor.

Mailchimp adds small and delightful surprises throughout the user journey and makes sending emails a lot more fun.Mailchimp adds small and delightful surprises throughout the user journey and makes sending emails a lot more fun. (Large preview)

8. Design Is Optimized For Mobile

Just a decade ago, designing for the web meant designing for a desktop, now it means designing for mobile and desktop. Mobile phones and tablets are driving an increasing amount of web traffic, and the numbers are only going to grow. In 2018, more than 50 percent of all website traffic worldwide was generated through mobile phones.

Prioritize Content And Features

Optimizing web design for mobile is a lot more than just making your design responsive. It’s about content and feature prioritization. Taking medium limitations into account, the goal is to show only what your users need in this medium.

Focus on refining the experience around your core objectives. Know what the core purpose of your app is — analyze which features of your app are used the most and put the most effort into making that experience intuitive.

Measure Success

After we’ve defined what makes a site successful, it’s time to understand how to measure the success. Measuring a site’s success requires an in-depth look at the analytics and data. As the first step in the process of measuring usage data, it’s essential to define right metrics. Metrics will make it clear whether your design decision is working or not. There are two groups of metrics — marketing metrics and UX metrics. Both groups of metrics are essential to a site’s success.

Marketing Metrics


Acquisition includes information about site’s visitors — how many people visit your site and how do they find it. Acquisition metrics include:

Number of gross visits.
This is the most basic acquisition metric that you can track. It gives you a good baseline on how your site is doing, but it won’t tell you much without other metrics. For example, an increasing number of visitors does not necessarily mean success, because those visitors might not be relevant to your business goals.
As well as knowing your top-level traffic numbers (number of gross visits), you should also know where your traffic is coming from. If you use Google Analytics, it organizes acquired website traffic into a few broad categories such as Direct, Organic Search, Referral, Social. These groupings allow you to immediately segment your traffic source and identify specific patterns of behavior for each source.
Points of entrance.
An entrance shows you what page people started their session on. You might think this would be the home page, when in fact that’s rarely the case, especially with referral and social traffic. If you go to the Behavior section of Google Analytics, you’ll be able to see your best-performing pages regarding traffic volume. Knowing what pages bring the most traffic is hugely important because it gives you reliable information on what content attracts people.


Engagement measures the amount of time visitors stay on your website, as well as how many pages they visit. Engagement metrics help UX teams understand how much attention visitors give to a website.

Engagement metrics include:

Time spent on your site.
Time visitors spend on site is often equated with engagement. Generally, the more time users spend on the site, the more valuable it’s for them. However, there might be an exception to this rule. For example, users might spend more time on a site because it’s hard to complete a specific task (e.g., find the information they need).
Total number of pages visited during user session.
Generally, the more pages people visited, the better. However, it can also be an indicator of dissatisfaction – if people have to visit dozens of pages to find what they’re looking for, that often leads to unhappiness.
Bounce rate.
The bounce rate (reported as a %) enables you to track how many people visit only one page before leaving your site. Naturally, you want this percentage to be as low as possible. There are some factors which could contribute to a high bounce rate. Generally, a high percentage could point to the lack of relevant content or usability issues. But of course, this rule has exceptions. For example, a visitor may have come to your site just to find contact information about your company. Once they had your phone number or address, there was no need to visit another page.

Quick tips:

Create a list of top 10 pages visitors are most engaged with. The pages that users are spending most time may help you determine if your goals are in-line with the goals of users.
Track exit pages. It’s essential not only to track how a user gets to your site but also how they leave it. This metric is different than a bounce rate in that it tracks visitors who visited multiple pages (bounce rate is a single page metric). If a particular page has a high exit rate, it might be an indication of a problem.


There are two types of website visitors: first-time visitors and returning visitors. Retention is the percentage of return visitors — people who continue visiting your website within a specific time frame. When a team measures retention, it becomes much easier to distinguish new users from returning users, and, as a result, see how quickly user base is growing or stabilizing.

Retention can be distilled from the percentage of new sessions. By comparing the percentage of new sessions vs. returning visitors, you can determine if your website is attracting new visitors and whether it offers enough value so people return to it.


The majority of websites have a goal of getting visitors to convert (take action), whether it is to purchase an item or sign up for a newsletter. That’s why conversion is the metric that everyone cares about the most. Aim to maximize the number of people who convert (e.g., buy something after they come to your site). Obviously, the higher the conversion rate, the better your website is doing.

A conversion rate can tell you a lot about the quality of your traffic. For example, having a low conversion rate while having a lot of unique visits can be an indication that you are attracting the wrong traffic.

Here are a few tips for measuring conversion:

It’s always better to select easy-to-measure activities. For example, it might be something as simple as contact form submissions. Contact form submissions can be a great indicator of your site’s success — if users prompt an inquiry this is a great indication that your site has engaged them.
For larger sites, it’s good to have many different conversion goals on one site. For example, an eCommerce store might have three conversion goals — a product purchase, a subscriber to an email list, a social share.

Pirate Metrics (AARRR Framework)

As you can see, there are a lot of metrics that can be used. But how do you figure out which metrics to implement and track?

In the attempt to simplify the task of selecting right metrics, Dave McClure created a framework called AARRR. This framework uses a customer lifecycle as a foundation (the idea that visitors go from being a first-time visitor to a returning visitor), and tracks users through a conversion funnel over time. The life cycle consists of 5 steps:

Users come to the site from various channels.
Users enjoy their first visit (happy user experience).
Users come back and visit the site multiple times
Users like the product enough to refer it to others.
Users conduct some type of monetization behavior.

The AARRR framework: Acquisition, Activation, Retention, Referral, Revenue.

Pirate metrics can help you determine where you should focus on optimizing your marketing funnel.

User Experience Metrics

While marketing metrics define the success of a product based on the conversion, user experience metrics focus on the quality of interaction with a product. Focusing on business goals does not necessarily lead to a better user experience. UX metrics can complement marketing metrics by concentrating on the critical aspects of user experience.

The Quality Of User Experience (HEART Framework)

When it comes to measuring user experience, it’s always hard to define specific metrics. Of course, there are high-level UX metrics that correlate with the success of user experiences such as usability, engagement, and conversion. But it might be hard to define metrics that will be relevant to a particular product. In the attempt to simplify this task, the Google team created a framework called HEART. This framework is intended to help designers focus on the product they create, and the user experience it provides. HEART uses some metrics that we already mentioned in the marketing section, but from a different angle.

Measures of user attitudes: satisfaction, perceived ease of use, net-promoter score. This metric can be collected via survey.
Level of user involvement. Engagement is typically measured as depth of interaction over some time period. For example, the number of visits per user per month.
Gaining new users of a product or feature. For example, the number of users who tried new product features in the last week.
The rate at which existing users are returning. For example, for a web service this might be the number of active users remaining present over time. For e-commerce website, this might be the number of repeat purchases.
Task Success
This category is most applicable to areas of your product that are task-focused. It includes behavior metrics such as efficiency (e.g. time to complete a task), effectiveness (e.g. percent of tasks completed), and error rate. For example, for e-commerce website this might be the number of search result success.

The HEART framework is very flexible — it can be applied to a specific feature or a whole product. It’s important to mention that you don’t need to collect metrics in all of HEART categories — you should choose only the most important for your particular project. It’s possible to choose metrics by following a process of Goals-Signals-Metrics.

The Goals-Signals-Metrics Process

The Goals-Signals-Metrics process helps you to identify meaningful metrics you’ll actually use.

Google HEART framework and Goals-Signals-Metrics process

Google HEART framework and Goals-Signals-Metrics process

The process of selecting metrics you can implement and track starts with goals. To define a goal, you need to focus on knowing what determines success. This is where the HEART categories will be particularly useful. For example, if you create a news site you might set a goal in the engagement category; the aim would be to have users enjoy the articles they read, and to keep them browsing to discover more articles from different categories.

Here are two tips that will help you define better goal:

*Don’t define your goals in terms of your existing metrics. *It’s a common pitfall when a team defines goals based on information it has. As a result, a goal might sound as something like ‘We need to increase traffic to our site.’ Yes, everyone wants to have more visitors, but does more visitors will move you towards your goal? Not necessary.
Work with team and stakeholders to identify the goals. You may not realize that different members of your team have different ideas about the goals of your project. Identifying goals early on in design process provides an opportunity to build consensus about where you are headed. Make sure that everyone on the team understands the proposed solution in sufficient detail.

After identifying your goals, you need to think about what user actions will result in progress toward these goals. These actions are your signals. There are usually a large number of potentially useful signals for a particular goal. Once you have identified some potential signals, you may need to do research or analysis to choose the ones that are most relevant. If we circle back to our example with a news site, an engagement signal for it might be the number of articles users read on the site.

Here are a few tips:

Consider how easy or difficult is to track each signal. It’s preferable to focus on signals that can be monitored automatically (e.g. your product can log the relevant information so you can use it for further analysis).
Try to choose signals that are sensitive to changes in your design. This way you will be able to analyze the data you have to understand whether the design changes benefit your users or not.
Don’t ignore negative signals. Identifying signals for possible missteps (e.g. number of errors during particular interaction) can help you reveal pain points in your product.

Once you’ve chosen signals, you can refine them into metrics you’ll track over time. In our news site engagement example, we might implement “how long users spend reading news” as “the average number of minutes spent reading news per user per day.”

Prioritize your metrics.
Focus on tracking the metrics related to your top goals.
Don’t add metrics for sake of adding metrics.
Avoid the temptation to add “interesting stats” to the list of metrics. Always ask yourself whether you will actually use these numbers to help you make a decision.
The metrics you track should be tied back to design decisions.
When you see a change, you should be absolutely clear on what has caused that change.

What Can Influence Success

Follow TETO Principle

How to make sure that website meets user’s expectations? You can’t just assume that it does — you need to test your design to see how users engage with it. Testing can reveal much more than how usable a site is — it can also demonstrate the users’ emotional response to the design. That’s why TETO-principle (test early, test often) should be applied to every web design project.

Don’t expect to build a perfect product right from the first attempt.
Product design is an ongoing journey for both you and your users. That means that you design something, test it, rework it and then test it again.
Use comparative testing to find the best solution for your users.
If you have multiple solutions to a particular problem and not sure what solution works best for your product, you can use A/B testing to validate it. Compare what users do in one scenario vs. another, and see which design is the most effective.
Collect qualitative feedback.
All measurable data that we’ve talked about in previous sections can tell you a lot of answers on “*how many*” questions. But this data won’t tell you why people interact in a way they do. Facing readability issues, hesitation when filling out a payment form, using search because site’s navigation is really hard to deal with — all of these types of details are critical to understanding the user experience. They might be a reason why people abandon a process and leave the site. It’s possible to find answers to why questions by observing and interviewing your users.

User interview illustration

User interview (Illustration by Igor Kopelnitsky)

Data-Informed, Not Data-Driven Design

When product teams collect data, they usually follow either data-driven or data-informed design process. The latter is more preferable. Design shouldn’t be driven by data, it should be informed by data.

Don’t Be Obsessed Over Numbers

A lot of metrics get reported simply because they are flowing in from analytics tool. While it’s tempting to report a lot of different things and hope that this will make your report more valuable, in reality, this usually leads to more complex reports that are hard to read.

Don’t Fall Into The Trap Of Complete Redesign

All too often design teams try to introduce a complete rework for a solution which they believe will result in more successful web experience. Jared Spool calls major product redesign a Flip-the-Switch strategy — “the most ineffective way to get major changes into a design.” In the article, “ The Quiet Death of the Major Re-Launch,” he shares a story on the eBay redesign — and it’s a great reminder of why users don’t like dramatic changes. A complete redesign that brings new visual and interaction design might be too much change and have an adverse effect.

If you have an existing website, instead of investing in a large scale redesign focus on subtle evolution, make small and incremental changes that can (over time) improve conversions without visitors even noticing that changes have been made.


So, how do you know that your website is a success? As a product creator, you must first define what success means to you. For that, it’s always important to have a big picture in mind of what it is that you want to achieve.

The next step would be to focus on metrics. Metrics will show you how a site changes over time. They will help you fill in the blanks between what has happened and why.

Recommended Reading

“A Comprehensive Guide To Web Design,” Nick Babich, Smashing Magazine
“Choosing The Right Metrics For User Experience,” Pamela Pavliscak, UXmatters
“How To Choose The Right UX metrics For Your Product,” Kerry Rodden, Medium
“Startup Metrics For Pirates,” Dave McClure, SlideShare, LinkedIn

This article is part of the UX design series sponsored by Adobe. Adobe XD tool is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

Smashing Editorial
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