Having an optimized and attractively designed website has become a must if a company wants to generate new visitors. The web page design largely determines the user navigation and interaction with the website. Consequently, it grows the number of leads or sales opportunities that can be converted to the customers. This is all determined by how good the U/UX design is.
A common problem of customers often lies in not knowing all the aspects for which their site is designed. To solve this issue, a solution may be to follow these two tips:
Be clear with what your web page has to offer to the client – define the objective. Do you want to sell a product? Create a blog? Offer a service? Knowing the website's fundamental objective will allow it to be designed more straightforwardly and intuitively, adapting the design to the desired objective.
User-centered design: Once the objective is defined, the next step is to determine how it will be achieved. For this, it is necessary to empathize with clients and think about how they would act when browsing the web. Acting as the clients of a company will allow it to find the best design to get products and services to the web, offering them the best user experience.
Taking into account the user experience (UX) along with the interface (UI) is essential. Remembering that we are limited not only to aesthetic aspects, but that we have to make a perfect structure of the website will help us make the best impression on the user.
We should make sure that we prepare a set that covers every aspect of a website, from technical to aesthetic elements. A good UI/UX design helps the site visitor obtain a positive experience, encouraging them to browse longer. Finally, they will be more likely to purchase the product or service of your company.
As long as we know the objectives of your customers, we can look at the following trends to keep your site up-to-date.
Functionality and user-centered content
2020 and the quarantine has shown us how many things we could comfortably live without. Thus, the simplicity is appreciated as never before.
Users want the website or app they are using to be quick and easy to use. Consequently, designs that save time and load faster are much more useable due to the decreasing attention time of web visitors. Web design must seek simplicity and readability. It is meant to capture the attention of users, avoid unnecessary content, and use visual and interactive elements to create a satisfactory user experience.
When users are not distracted by brilliant graphics and overly detailed fonts, they will pay more attention to the content itself and your offer. Isn't that your main goal?
Focusing on simplicity, you first need to plan what the navigation text will look like, the hierarchy of pages where the headlines will be located, etc. More and more modern designers think that this is much more important than aesthetics.
Such minimalism quickly became the norm of design, and many projects already enjoy the benefits of simplicity.
All fonts, icons, colors, and patterns in this trend should be simple and clear. This makes creating a technical design more comfortable, and you can focus on creating an intuitive and simple user experience.
Interactive interfaces became a trend in 2019 and remain in trend in 2020. Animations of such interface elements as buttons (including ghost buttons and plus-buttons), tab and load panel buttons, load indicator, switch, picker, checkboxes, scroll animations - all of them are familiar to users for a long time.
Interactive interfaces capture attention, make sites more "lively", and better remembered than static ones. They make the user experience more informative and engaging. And the combination of 5G and high-quality displays of mobile phones allows designers to use creativity in the animation of texts, fonts, graphics, etc. at the maximum.
In addition to the use of interactive interface tools, the relevance of GIFs has not disappeared. You can use GIFs to be more interactive and informative. The use of GIFs allows content or sites that, at first glance, seem boring to read, make the web browsing experience more enjoyable, and encouraging user's interaction with it.
Micro-animations and GIFs are needed where you want to keep the user's attention and interest so that they do not get bored while scrolling the site. Users like to feel the interaction with the site as a living organism that responds to their actions.
In the meantime, it is essential not to overdo with interactive elements – as they distract the user. Therefore, before following this trend, it is vital at the design stage to understand whether your interactive elements help the user or distract them from their goal on your site.
The trend of UX personalization is directly related to the growing demand for an individual approach. Proper use of email marketing, text messages significantly increases user loyalty and activity on your resource.
The same approach, even polite and customer-oriented, is a thing of the past. There is no one-size-fits-all solution anymore. Users require an individual approach that suits their interests and helps to respond to their requests.
Personalization considers the client's identity, shopping history, family status, and all the information they gave about themselves. Then the system personalizes the resource, adjusting it to the needs and interests of the user.
Personalization can be individual or group and is divided into several types:
- Based on segmentation (WHO is your customer, WHAT ISSUE they want to solve, etc.);
- By place of residence (relevant for international companies, segmentation by country)
- Improving the user experience (the site remembers what was attractive to the user and offers the same at the next visit).
- Individualized (different for each user)
- Personalization of cross-selling (bought a Sony PlayStation - buy a joystick for it)
Chatbots allow visitors the option to ask any questions without human interaction. For the business owner, it means you can save time and money by not needing a human, while increasing efficiency and sales. A well-developed chatbot allows us to use it in such cases as having a frequently asked questions repository, organizing a meeting, making a purchase of a product, solving a complaint or making a reservation. Besides, having a properly designed chatbot allows you to have advantages such as providing 24-hour availability, instant response, language recognition to adapt to the clients' language or learning from their feedback.
Use of progress bars
Progress bars are a perfect way to measure progress on a website and break the monotony by performing linear processes. This type of design tool guides the visitor in each step he takes in these processes, helping him to understand how much of it has been completed. This type of tool is widespread in e-commerce sites during the purchase process and in restaurants during the order process. For B2B websites, the progress bar will help visitors have a more pleasant experience with the site when they complete a long-form.
Every year, users become more demanding of the convenience and speed of websites and mobile applications. That is why it is so essential to change the site in time to meet the expectations of your customers and even anticipate them - otherwise, the user will go to those who give him more.