7 UX tips in a world of ever-changing screen sizes

Staying ahead of the curve

UX Design changed considerably in the last two decades when users began to focus on mobile and now we have so many devices of all sizes - desktops, laptops, tablets, smartphones and wearables, all supporting multiple aspect ratios. It continues to keep designers on their toes as we have to be so reactive to hardware changes in our individual creative processes.

It still shocks me how many young designers focus on the desktop – Why? I know it is so easy to check desktop whilst in work at your desk – I know, I know! but the desktop has reached a level of maturity. Mobile devices are seeing the largest growth in screen sizes which has led to a high demand for UI design.

Do not neglect mobile design or your product will suffer. People are on their phones all day, even in front of their desktop/laptop.

I am going share with you 6 crucial steps as a UX designer which will help you develop a strategy to target a range of screen sizes and devices.


1. Distinguish device groups for your product/service

It is almost impossible to target individual devices so define device groups for your products based on what your audience is likely to focus on.




2. What is the focus of your user experience?

Every product or service has a focal user experience which solves a problem people have – this provides value. To find the focal point of your product ask yourself: "What is the common task a customer needs to achieve?" It is imperative to maintain these tasks on every channel you use for your product.

For example, Skyscanner's focal user experience is to compare and book cheap flights. This feature should work well on each device regardless of screen size.



3. Design for the smallest screen first

Focus on a mobile-first approach and design on the smallest screen that is relevant to your users. In the past, designers have been used to designing for desktop and having so much white space for extra (often irrelevant) features. Designing for mobile first helps prioritise the key features and stops stakeholders from adding more and more unnecessary junk.

4. Adaptive Design

Don't just expand your designs to fit large screens, the large screens need the same level of consideration. An adaptive design will warrant the best user experience based on whichever device the user is interacting with. Unlike responsive design, where a screen stacks from desktop design into a smaller device’s, the adaptive design offers customised solutions.



5. Support a consistent experience

At Together Incredible, we talk a lot about consistency as it is one of the most important factors in user experience. A consistent experience should be paramount across all screen sizes. It saves your company money, time and builds user confidence – winner!

Users don't want to try work out your product on every device they interact with. Rather than creating bespoke designs across all screen sizes (which is nearly impossible), you can treat them as aspects of the same experience.

6. Build a seamless experience

This is will help you differentiate your product or service from your competitors. Users want to be able to move freely back and forth between devices to complete a task without thinking about what device they are using. The expectation in functionality is crucial - there should be no reason for the user to think this could be better.

Spotify is a famous example: you can set up a playlist on your desktop and it will immediately be accessible on your iPhone.

7. Test

Like everything in UX, we should test our products and not based anything on assumptions. Carry out usability tests for your product with real users on a variety of different devices and this will reveal any UX problems before it gets launched.



As a designer, it is not an easy task to create a seamless experience across multiple screen and devices. Users expect a frictionless user experience regardless of the device. The best approach is to always have the end-user in mind and assess when, where and how the product will be used in order to evaluate the optimal experience.


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6 UX principles that will guide you to create killer content

UX writer, product copywriter or a content designer (whichever you prefer) is one of the most in-demand skills in the world today. In a sea of competition, brands are beginning to realise just how important content is – if you create valuable content, more people will engage with your brand and in return, make you more money.

Business’ are turning to content in their digital strategy – Social media, blogs, videos and email campaigns – to differentiate themselves from their competitors. The phrase “Killer Content” is being used more in workplaces, but what is content without an audience?

Writing exceptional content with the reader (user) in mind will help you build an audience. I am going to share with you 6 principles that will guide you to create killer content.


1. Add value to your content

People want to feel good about themselves, if you can do this you have added value to them. There are 3 key ways to add value to your audience;

  • Entertain –Can you make the reader smile, laugh, be excited or even cry (with happiness of course)? Changing the emotional behaviour will have an impact on the reader and this will add value to your content.
  • Teach or Inspire – It’s a true fact, humans seek to learn new things whether it is news, trending fashion or the latest space rocket launch. By making the user more knowledgeable will add value to their everyday life.
  • Solve a problem – Everyone needs answers at some point. Does your product or service solve a problem? Share this with you audience, you never know what answers people are looking for. It could be product or service that adds value to their lives.


2. 80/20 Rule

The title of the blog post, campaign or collection is the most important section of your whole post. Why?

The 80/20 rule suggests that 80% of your results comes from 20% your actions.

  • 80% of people will read your headlines.
  • 20% of those people will read the rest of your content

You may be wondering why? Well, the title is the most read element of your post, campaign or collection, if people aren’t intrigued in the title they aren’t going to read anything else.

Never heard of the 80/20 rule? Learn 50 terms you should know as a UX Designer


3. Create content that is clear & concise

It is really important your user is not left confused after reading your content – it is crucial to be clear and concise. I have a perfect example for you; Don’t use ‘discover’ when you mean ‘find’

Take out the words which are not necessary and avoid ambiguity if possible. Being clear is the guide to users receiving a good experience.


4. Consistency is Key

This is a key principle in UX design, without it we can’t get far. Consistency is intuitive design, users will learn fast how to interact with your content and eliminate confusion. Content that has been predefined saves time and money.


5. Trust your instincts 

Believe in yourself! You never know, someone may fall in love with your style of writing, brand or campaign. Go by the rule of thumb, if it doesn’t sound right, it’s likely your users will feel the same way. 


6. Leave readers with questions

By this, I don’t mean write an unfinished post – quite the opposite. What I mean is, include questions that make readers reflect on what they have learnt. An engaged audience hangs on to every word and takes in all you write.


"Content informs design: design without content is decoration" Jeffery Zeldman




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The word 're-design' – If something isn’t broke, why fix it?

The word 're-design'

Recently, I have been looking into visual communication and the role of hierarchy in screen layouts. This stemmed from hearing the word ‘re-design’ far too much over the past few months.


I found myself saying – what actually is a re-design?

Coming from a UX background, 're-design' would relate to an element on a site which has been underperforming and needs looking at in-depth. By this I mean understand the analytics, carry out customer-focused research and collaborate with the wider team to work towards the desired goal.

I was struck by how wrong I was in this situation. In fact, for many organisations, a 're-design' means to start from scratch (yes, really!) – new navigation structure, page layouts, typography, and colour palette.


I couldn't help but think why?

  • Why redesign the whole website when you have no evidence to back anything up? How do you know what you're designing?
  • Why create extra work, set unrealistic deadlines and potentially lose customers?
  • Why redesign something just because you feel like it, it will waste so much time and money?

I have so many questions, all starting with, why? I could guarantee that none of the questions above could be backed up with evidence.

[ Blank Stare ].

If you find yourself in a similar situation be sure to ask agnate questions about the reasons behind such a rational decision.




How would I deal with a 're-design' brief?

Well, to be honest, I would potentially walk away from the project unless I could shadow users for 2 weeks. I would try to analyse what is actually happening and determine what is the real underlying cause of the problem?

From there I would take a UX focused approach:

  1. Define the Problem(s)
  2. Background Research
  3. Brainstorm, evaluate and choose a solution
  4. Prototype the solution (low fidelity)
  5. Specify requirements (based on the research found from testing the prototype)
  6. Develop/prototype the solutions
  7. Test (Does it meet the requirements?)
  8. Build and test the solution


If you have got this far, you're probably thinking 'thank the lord, I'm not going crazy'. Below I have a great example of how you can follow trends and work on your website without starting from scratch. have shown years of consistency without making radical changes.




Each iteration displayed (over 17 years) has the same site structure; a navigation, main promo image, 4 secondary promos and a footer navigation but the visual style has followed the brand development.


In Conclusion

If (I hope never) you are given a brief that is to 're-design' the whole website, please ask the most important question:

"What evidence do you have that these requirements will solve the problems?"

[ Blank Stare]


There is no need to re-design a full website, so much will be missed and the website will make no progression - ok, it might look better but the UI without key features is pointless. Take a moment to do some background research and define the problem(s) – work into these first and see how your metrics change. The resource is always limited at the best of times, this will save the organization time, money and stress.

If in doubt, show the example of above. Their site structure isn't broke, so why fix it?


Let me know how you handled the brief, I would love to hear the approach you took.



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navigation ui

Navigation UI – 5 common mistakes designers need to avoid

Have you been tasked to design the Navigation bar? We have shared some common mistakes to avoid!

We would consider the navigation as one of the most important features on a website, users depend on it to find their required information.

Studies by Forrester Research suggest that 50% (more or less) of possible sales are lost because users cannot find what they’re looking for and 40% of users don’t return when their first visit had a negative impact.

We have listed 5 common mistakes to avoid when designing the navigation:


1. No Highlight indication on an active button

There are still so many websites that fail to highlight the active button on the navigation, don’t be guilty of this! It is essential as a designer to indicate how the UI would look for this on your original designs. Users need visual feedback when interacting with your website or they will have no clue where they are in their task flow.

nike navigation image

For example, Nike use colour contrast and a shape (line) to indicate the active button. This shape is equally important as it takes into consideration accessibility for colour blind users.


2. Opacity on selected buttons

Designers often add styles to buttons which are not user friendly, regardless of how good they may look. Some websites use low contrast or decrease opacity to make selected buttons stand out but, this simply confuses the users from recognising where they are in the site hierarchy. Avoid these small mistakes as these could have big effects.

apple navigation image

Can you tell which page the user is on based on the navigation? We are on the ‘support’ page which on is displayed by dimming the white text to a darker grey. The Navigation is a risky place to use low contrast or opacity, as user may perceive their options to be limited, or waste time trying to work out where they are on the site.

You can use a contrast check software to get the right contrast between button and background. 


3. Low Contrast on inactive buttons

We agree that inactive buttons should have a lower contrast however, not so low that the labels are hard to read. Users often refer to low contrast buttons as disabled or ‘not clickable’ so be vigilant when applying this UI to your website.

github navigation image

For example, the search bar text on GitHub looks in active. We would consider this a crucial element on their website and would avoid the low contrast text on this feature.


4. The area surrounding the navigation label 

There is white space surrounding a label or navigation button which separates it from other buttons. One mistake designers bypass is making the whole target area clickable; this will help user navigate quicker.

tacobell navigation image


5. No hover effects on buttons

It’s a simple win yet, so many websites are without it. Applying a hover effect to your navigation buttons makes them easier to click and lets the users know when their cursor is in a clickable area. Without the hover effect, the users assume they need to hit the actual label to activate the link therefore makes the target area smaller and requires more precision from the user – this is too much effort.

footlocker navigation image


In Conclusion

The navigation bar is often the first thing that the users look for to help them reach their end goal. We advise you make your buttons intuitive by taking these common mistakes into consideration.


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6 UX principles that will guide you to create killer content 

50 terms you need to know as a UX designer

50 UX terms for designers

50 UX terms you need to know as a designer

If you are new to the field or an experienced UX designer, you should know the jargon. Jobs, network meetings and many other blog posts assume you know the meaning of all these fancy terms. The UX terminology is essential, we have put together a list of 50 commonly used words within the UX industry to help you develop your knowledge.

1. 3 Click Rule

This is an unofficial web design theory that users will leave a website if they can’t get to the desired page within 3 clicks.

2. 80/20

The 80/20 rule, also known as the Pareto Principle. This can be applied to any web, app or mobile feature which states that 80% of results in a system come from 20% of the causes.

See how the 80/20 is used for creating killer content

3. A/B testing

A/B testing (also known as split-testing) is a when you test two different variations of a webpage with users to see which one performs better a given conversion goal.

4. Active listening

This is a process of avoiding assumptions by asking users to demonstrate your understanding or clarify things that you have said. It is all about listening to what others have to say and taking an interest in their emotions, behaviours and feedback rather than anticipating what that are going to say.

5. Affinity diagram

A tool used to organise large numbers of ideas to be sorted into groups, based on their natural relationships, for review and analysis.

6. Agile Software Methodology

Agility: “marked by ready ability to move with quick, easy grace.”

Agile describes a collaborative and flexible team including a designer, project manager and developer. It involves planning, testing and creating continuous iterations to improve a project and/or software.

7. Analytics

Analytics is a broad term that surrounds a variety of tools and techniques used for getting valuable data on the traffic to your website. It provides an insights into your users, customer journeys and helps identify any problems with your website or app.

8. Automation testing

A process in which software tools execute pre-scripted tests on a software application before it is launched. This technique is used to simplify as much of the testing effort as possible.

9. Beta Testing

This is the last phase of tests your web or mobile app goes through before it gets into the hands of your potential users. It's a final opportunity to catch bugs and improve the user experience before it is launched.

10. Breadcrumbs

This is a secondary navigation system that shows a user's location in a site or web app.

11. Card sorting

Card sorting is a method used to help design and evaluate the information architecture of a site.

12. Competitor analysis

Identifying your competitors and evaluating their strengths and weaknesses to help differentiate your own product or service.

13. Conversion rate

The percentage of visitors who take a desired action.

14. Diary Study

This is a research method used to collect qualitative data about users behaviours, activities and experiences over time. The user logs the daily activities as they occur which provides real-time insights and helps to define the UX pain points.

15. End users

This is the people who actually uses a particular product or take part in research studies.

16. Engagement

User engagement is crucial for your business model – it is about getting the users attention and keeping them focused on a page.

17. Error Analysis

Error Analysis allows you to identify the frequency and type of errors that occur so you can address their causes and prevent users from becoming frustrated with your product.

18. Ethnographic Research

This is a UX research method of people in their own environment.

19. Eye Tracking

Eye tracking is a valuable instrument in UX to measure in which sequence and how long users look at certain parts in a user interface. See how '' perform eye tracking here

20. Fitts Law

Fitts law is a descriptive model of human movement that predicts how long it will take to point at a target. The further away and smaller it is the longer it will take for user to interact with it.

21. Flow Chart

Flowchart is a diagram of the sequence of movements or actions of people or things involved in a complex system or activity.

22. Focus Group

It is qualitative research which consists of interviews in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, or concept.

23. Gestalt Principles

The "Law of simplicity" – Gestalt principles describe how the human eye perceives visual elements—in particular, they tell us that complex images tend to be reduced to simpler shapes. In UX design and interaction design, Gestalt principles play a large role in making interfaces usable and easy to understand.

24. Hackathon

A hackathon (also known as a hack day, hackfest or codefest) is a design sprint-like event in which computer programmers, designers and project managers collaborate intensively on software projects.

25. Heart Framework

Google’s Heart Framework Analysis – Happiness, Engagement, Adoption, Retention and Task – is a measurement of the user experience on a large scale

26. Heuristic Evaluations

Usability experts evaluate a website or apps interface and document flaws and other areas for improvement.

27. Hicks Law

Hick Law is set out the examine the time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time.

28. Iteration

This is a design methodology based on an on-going process of prototyping, testing, analysing, and refining a product.

29. KISS

“keep it simple, stupid”

KISS focuses on the idea that if we can’t understand a product, we can’t use it properly. Every user must be able to understand it, if the product is to gain maximum market share.

30. Learnability

How easy of difficult it is for users to quickly become familiar with a system or an interfaces' features and capabilities.

31. Low fidelity prototype

This is a quick incomplete sketch, that has some characteristics of the target product which is used to trial out initial ideas.

32. Minesweeping

An action to identify where on a page links are located. This involves the users quickly moving the cursor over a page and watching to see where the links are situated.

33. MVP

A 'Minimum Viable Product' is the smallest thing you can build that delivers customer value.

 34. Participatory Design

Participatory design is an approach to design attempting to involve all stakeholders in the design process which will ensure the result meets their needs.

35. Persona

A representation of the type of users based on available data and user interviews

36. Prototype

This is a sample version of a final product and is used for testing prior to launch. Prototypes should be created for every new project or feature.

37. Qualitative research

Usability testing study that consists of observational findings that identify design features.

38. Quantitative Research

A study of human behaviour that focuses on numerical data and statistics through surveys or questionnaires.

39. Remote User Testing

A research method that uses an online software program to record the screen and behaviours of test participants as they use your site in their natural environment—at home, in the office, or even a specific location.

40. Representative sampling

Selecting a group of participants that represent your product or service target audience.

41. Scrum

A Scrum is a cross-functional team that is set to solve problems in an agile way. It suggests that projects progress via a series of sprints.  Sprints are commonly timed to 2-4 weeks

42. Sprints

The sprint is a five-day process for answering critical business questions through design, prototyping, and testing ideas with customers.

43. UX Survey

This is a list of questions based around a specific topic which ensures a more accurate sample of targeted results. This method helps to make important business decisions.

44. Target Marketing

The audience that your product or service is aimed for.

45. Tree Testing

Tree testing is a way of evaluating a site structure by asking users to find items based on the sites organisation and hierarchy.

46. Usability

How effective a product can be used by specified users to achieve specified goals.

47. User Centred Design (UCD)

This is a design process where the needs of the user is considered at all times and isn't used because it 'looks good'.

48. User Flow

User flow is the path taken by a user on a website or app to complete a task.

49. User Research

User research focuses on understanding user behaviours, needs, and motivations through observation techniques, task analysis, and other industry methods

50. Waterfall

The waterfall model is a' non-iterative' design approach, in which progress flows in one direction downwards through the phases of conception, initiation, analysis, design, testing, deployment and maintenance.


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ux job twitter

10 Twitter accounts that will help land your dream job

Twitter is a destination for so many talents and opportunities across the globe – not just creative. It is profoundly used to voice opinions, share news and retweet inspirational work. However, its is an under-rated tool for job search success compared with other platforms, such as Linkedin.

At one time it was just recruitment agencies who shared employment opportunities on twitter but now, many companies will tweet about new jobs before they are widely posted.  Studios and agencies will often advertise on twitter to reach out the there followers – why not, they must be a fan to follow the account!

We have curated a list of the best twitter accounts which tweet daily job opportunities and may open your eyes to what is out there! You never know you could scroll past your dream job!


1. Design Jobs Board

Design Jobs board focus on profoundly on digital design roles and connect with agencies across the UK, Europe, North American & Australia. It is the perfect account to follow whether you’re looking for a career change, new opportunity or keeping up-to-date with the creative industry.

2. Form Fifty Five

FFF is one of the most inspiring design blogs on the web. They hunt for the best creative talents regardless of experience. Alongside some great articles FFF regularly tweet exciting job opportunities for designers

3. Become UK

Become are a well know creative & digital agency working from Manchester, London, Sydney, Melbourne and Hong Kong. They believe ‘ability is nothing without opportunity’ and are renowned for finding the best opportunities for people at agencies and client side.

4. If you could jobs

If you could jobs board is part of our favourite blog – It’s Nice That. We would recommend this to you whether you are a junior or the top of your game, the job opportunities are exceptional. Follow their twitter account for a daily feed of the latest jobs across all the creative design fields.


5. Creative Pool Jobs

Creative Pool seek to ‘showcase and define the connections behind the world’s creative output’. Not only do they share Jobs on their dedicated twitter account but they connect with agencies, brands and freelancers to find talented creatives and share their work.

6. Dribbble Jobs

It may not be the first place to think about your next job but Dribbble share a mixture of amazing designers and job opportunities across the globe. If you haven’t already, set up an account and promote your work – Dribbble always has head-hunters roaming their main site.

7. Creative Recruitment

Creative Recruitment help build careers for both candidates and clients within the creative sector. Follow their twitter account for the latest vacancies and inspiring retweets and be sure to find some great opportunities.

8. Design Week Jobs

Design week jobs is one the most popular accounts for designers across the UK. They cover every design discipline from digital to account management. You never know they may tweet your dream job!

9. Behance Job

Behance is a popular platform for the creative industry – be sure to find some of the most inspirational work and talents across a range of creative disciplines. Their jobs boards offer a great array of opportunities which could be well suited to you – follow their twitter for daily updates and portfolio reviews.

10. Dsgnjbs

Dsgn Jobs is an incredible platform – it’s one of the best on the web! They pull through the best jobs on an automated feed so you can be confident they will have the great opportunities for creatives.


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Photo by Mia Baker on Unsplash




You have already taken one huge step forward by taking the time to research into building customer trust. It isn't as easy task trying to get customers, clients and employees to trust your business but it’s obligatory for success –Nothing worthwhile comes easy. If you can build trust, it’s easier to grow your business and provide excellent customer service. However, if you lose it, it’s very difficult – if not impossible to re-establish it.

“It can take one customer to have a negative experience and that can have an impact on someone else’s purchase”.

So, where do you start building trust?

Trust is incomprehensible, who knows exactly how it develops? It takes years to build and seconds to break. Research suggests the majority of us have found it easier to mistrust than trust– Do you agree?

So, from the offset of your brand development, we encourage you to focus heavily on building your customer assurance.




We have gathered four actions below that will help build trust through brand communication and commitment.

1. Be Honest.

Transparency is the core of building brand values. If you don’t have that, you don’t have anything. The idea of exposing the internal culture of a company is daunting however, this should be seen as an opportunity to create increased value for customers.

“People – not corporations – are what people put their trust in”

Being transparent means recognising both your strengths and weaknesses and fabricating these to work in your benefit. Note the emphasis on weaknesses – you will add strength to your brand if you can recognise and work more on your weaknesses.

Customers like or dislike brands, that’s human nature – right? As a brand, you don’t want negative feedback from customers who aren’t loyal to you. If your product isn’t right for them, you should be secure enough to guide them in the right direction. This shows you care about the customers’ needs and by doing this, the customer will have a positive outlook of your brand and could create other leads through word of mouth, reviews and/or social interaction.

2. Build Loyalty

Do you put your customers first, or do you put revenue first?

We have come across so many companies that think people are walking dollar signs and just want to grab, grab, grab. Yes, people will still buy from you if they believe your product/service solves their challenge but If you have that attitude it will not build a long-term trust or encourage repeat sales.

Instead, create tailored content that interests your customers – if you can keep them engaged this will help build brand loyalty. Below is a couple of ways to begin this:

  • A great start would be to learn what social channels your customers are on and the type of content they want to see. Once this has been established you need to produce similar content consistently to your channels.
  • Map your email campaigns accordingly, the more personalised the content the greater the value to the customer. This will help the customer understand you have taken the time to see what products are right for them – not what is right for you.

Remember, great people, build great brands.

Set the bar high, go above and beyond for your customers to show them that you do care and want to gain their trust. Once you have created that strong foundation of connections, the business has a strong foundation of loyal customers.

3. Value Feedback

There is no doubt at least one of your customers will have a question or opinion about the product/service they are interested in. Be available to your customers and allow them to interact with you (as a human, not an automated system). If the customer is left short of information, you could begin to lose integrity.

We cannot advise enough to reach out to your customers and get real evidence on how reliable your product is. It could be as simple as a quick survey, online review or a focus group of your target audience. Once you have received feedback, it is important to acknowledge it with clarity.

4. Drive for quality

Quality comes from consistency within; your brand communication, your design and your end to end delivery. If you can maintain consistency within these three key areas your customers will set a level of expectation and this will help build brand trust.

  • Your brand message should be an extension of your behaviour. What do you want to be perceived as? Focus on this image and set goals to maintain the quality of service.
  • Your design across all your platforms, social networks and print materials should be consistent. This is a very simple way to help build trust with your customers.
  • The end to end delivery of your product is so important. Know your prospects and this will help deliver the expected brand experience. Today over-delivery is ignored but this will show your customers that you do care about their experiences (especially with your brand).

Don’t be afraid to be different than the focus on simplicity and ease of use. Have a strong brand overture and keep the standard of quality consistent.

“Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple. But it’s worth it in the end, because once you get there, you can move mountains.” Steve Jobs

So, in conclusion, trust is a by-product of a commitment to quality. If you can deliver the right results to your target audience over a long period of time, they will come to believe and trust your product and services.

Focus on the future and trust your path and decisions. The customers have faith in you because you have faith in you.


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6 UX principles that will guide you to create killer content 

Interview with design influence – Miguel Casais


The top 5 UX tips to consider

The key principle when planning UX projects is that you must involve users in the process and create something they actually want to engage with– not what you think they will want.

We have put together five tips about UX that we think you may not have considered.

1. The Focal Point

The 80/20 rule, also known as the Pareto Principle which when considered in context can have a profound effect on user experience.

Universal Principles of Design states that approximately 80% of the effects generated by any large system are caused by 20% of the variables in that system.”

We tend to use 20% of the things 80% of the time. Have you ever noticed that you use the same features on your favourite app? Do you know that your favourite app will have so many more capabilities, but have you never used them?

The 80/20 rule can provide so many benefits to your design:

  • You can quickly identify the top 20% of your current user issues so you can fix or improve them
  • By giving the customers what they want it will increase the number of returning customers to your brand.
  • It stops the users from getting information overload. The 20% of features you have left will be better quality and provide a positive user experience.

2. Fix a firm foundation

The more planning that is applied to your website, the better the final outcome.

Think like an architect and apply it to your website – you need a solid foundation to hold everything up securely, the framework for all the features comes next and then finally you can embellish it.

Don’t confuse your users! When adding the framework, you don’t need to reinvent the wheel. Use common practices and techniques as these have proven to work and exist for a reason.

3. Information Overload

We all want the customer’s data quickly so that we can better the user experience however, there might be an inclination to ask user to sign up/register and ask them to provide their life story before proceeding – Great, we have all their details but how many potential customers have we lost along the way.

Users shy away from filling out numerous forms when all they want to do is proceed through the website and browse your product or service. If you require a user to register or login keep it simple – social logins would be the best solution for this.

4. Talk to people

This may seem like the obvious thing to do but honestly, we hear of so many designers trying to re-create what they ‘think’ users will want. When talking to people make sure you approach people outside of your loop and see how they interact with the website or app. You will find that so many users think so differently about what was anticipated.

This sort of research is priceless. You should be using this feedback to see the way in which you can improve your user experience or help to make some crucial decisions within the business.

5. Make it idiot-proof

Go back to the basics and focus on oversized design elements, colours and labels (call to actions). These are the key features which will help guide your users –of any capability level– to their end result.

If your business proposition is easy to use online, it will reflect how users perceive your physical products or services. If the design is difficult to navigate through the user will quickly look elsewhere.

So, be consistent throughout your website or app, once a user has started to understand how to navigate, they will rely on this – if every page is drastically different the user will find it too complex and leave the site.



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