Three core principles guide the way.
Website design is a central part of building a strong brand. Your website needs to be responsive so it’s accessible, navigation should be intuitive and transactions have to be seamless. Simple, clean and centered on the needs of your website visitors, user-centered design means to:
- Understand who the user groups are and what tasks they are performing on your site. Note: customer personas can come in handy in this way.
- Keep design clean and simple to reduce unnecessary mental effort by the user.
- Be consistent with interface elements and dialogue boxes.
- Provide adequate navigation for end users to know exactly where they are at all times.
- Use simple and natural language.
But how do you achieve all of this from a design perspective? Our website design philosophy consists of three key principles:
Responsive website design makes your site accessible
Mashable proclaimed 2012 the “year of responsive web design.” So, the design trend has been around for a while, but only some brands take advantage. It’s about prioritizing the content and functionality that you want to make available on the mobile version of the site, and then progressively enhancing the site layout for larger devices. Ultimately, you need to envision the content and the look and feel on a variety of devices and design sites to snap to three standard screen sizes/experiences including desktop, tablet and phone.
Logical design yields intuitive navigation
We use the principle of logical design to develop a strong working visual hierarchy within the navigation of the site. Creating a good visual hierarchy isn’t about entertainment or attention-grabbing graphics. Instead, it’s about organizing information in a way that’s usable, accessible and logical to an everyday end user.
We evaluate the existing analytics data of a site to better understand how people are currently using the site, where they click to, where they bounce, and more. We also gauge how people might be searching for information to best develop a logical content and visual hierarchy.
Similar to the logical design principle, each page will need to follow a consistent pattern and structure that will make sense to the end user. For example, consistent navigation, image and content placement, make it easier for users to consume the information. It even comes down to consistent number of pixels between images and text, and consistent button size. While some page types require unique layouts, such as the home page, designing for maximum consistency pays off in the end.