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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Design-Thinking: Designers have become too reliant on surface-level visuals

The rapid increase of ‘inspirational’ websites has produced an environment where design can be too reliant on surface-level visuals and not enough on the concept and design-thinking behind the work.

"Inspirational websites are showcasing a solution to another company's problem, it most likely won't apply to your website"



For many years, designers have considered 'inspirational' websites as their background research and using elements of other competitor websites to shape their own (awwwards and siteinspire). This lack of design-thinking makes it difficult to effectively communicate and innovate.




Lately, the proliferation of 'design-thinking' has developed a fundamental strategic role in decision-making. It uses the approach of creating ideas to ideate and analyse which in return improves the user experience and delivery to all stakeholders.

"Without the knowledge of customer needs, most organisations will stop being competitive in their marketplace."

To ensure organisations produce timeless work that effectively communicates, designers must include accurate research and experimentation into their process. As designers, we must accept we are problem solvers and it is our duty to build a solid conceptual framework, not just decorate the surfaces of an existing structure.

Design-thinking enables people, teams, and organisations to have a human-centred view, and yet a systematic approach towards problem-solving. As we all understand design doesn’t happen overnight, we need time to create solutions, test them, hypothesize successful outcomes, evaluate performance, and deliver end goals.


What is Design-Thinking?

Design Thinking is a methodology used by designers to solve complex problems and find desirable solutions for clients.

The process is focused on collaboration between designers and users. It is iterative and adaptable based on how real users think, feel and behave.


There are 5 stages to the design thinking process:

1. Emphasise: Obtain empathetic knowledge of the problem you are solving. This is carried out through observation and engagement with real people to understand their experience and behaviours. Empathy allows you to set aside assumptions and gain insight into users and their needs.

2. Define (the problem): Analyse your observations and define the problems in human-centric ways. This will create requirements whereby your team can establish features, functions and other elements to solve the problems.

3. Ideate: Start to generate ideas based on the problems you have established. There are several techniques you can do such as; brainstorming, braindump and crazy 8's – It is important to get as many ideas as possible.

4. Prototype: The design team will now create a basic version of the product based on all of the above research. This is an experimental phase and the prototype should be shared and tested within the team itself and a small group of people outside the design team.

5. Test: Developing a solution to the problem which has been thoroughly tested throughout the prototyping phase.


Design thinking is very much part of UX which is about applying a specific way of thinking to a situation. Design Thinking is not about solving a particular problem, but about finding the right problem to solve (conceptual thinking).


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Photography is a powerful tool to help you communicate and differentiate your product

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


Photography is a powerful tool to help you communicate and differentiate your product

Photography in UX is often underestimated when it comes to web/mobile design. Yet, it is another brilliant form of captivating and engaging users.

Recently, photography has played a more significant role on the internet, furthering web design as a visual medium. Minimal and bold coloured studio photography advances into 2018 as a timeless technique, particularly as HD screens become more affordable.


minimal photography
Behance – Creative Studio Akatre


UX focused approach to photography

As UXer's we should be looking at photography as a powerful tool to help communicate and differentiate a product or service from competitors – vision is the greatest human sense and is the quickest way to grab users' attention.

To do this, we need to first understand the distinctions between photography and UX Design. Photography is subjective whereas UX Design is focused on the needs of others (not yourself).

Tip: When it comes to the web it is crucial to understand photography is self-focused, while the design is outward-focused.

Does the minimal photography trend really share the correct brand message? I want to share with you how to follow the latest trends of photography but with the user at the forefront of your mind.


Eye-Catching Hero Images

Full-width hero images have been trending for a while now due to the value of creating an immersive experience straight away. You have 7 seconds to grab a customers attention as they enter your website. In that time they should be able to figure out what the website is about or alternatively curious to find out more.

Tip: Choose high-quality visuals that stimulate the imagination. A study by Dr Jakob Nielsen suggests that "irrelevant, unnatural and low-quality images don't contribute to making your message clear and attractive, as users regularly ignore them"




Images that complement your text

Use predictive visuals to enrich the user experience. The images you use should help customers thoroughly understand what you are communicating and help reinforce your ideas.

Tip: Content with relevant images gets 94% more views than content without relevant images.


Leo Natsume – Nike Free Design


Iconic point of focus

It is important that a clear concept is communicated to the user in a significant way. Colour and composition is a great way to give visuals a definite focus.

Tip: The most influential images consist of a few significant elements, with minimal distractions.


Pressure – Magdiel Lopez



Visual storytelling helps to clarify the mood and instantly brings the image to life– 46% of marketers say photography is critical to their marketing strategy. If you fail to create a story you also lose the tone, stigma and connection with the users.





I can only advise you take some time to think about what your pictures should say to your customers. What style best promotes your brand? What is the demographic? Will colour palette help propel a bold message? What photographer has the aesthetics you need? Choose your style before you start, this will empower you to create a cohesive look through the whole website.


Bottom line

Pictures are faster than words. When selecting images or collaborating with a photographer, ask yourself the following questions:

1. What are the benefits of using the particular image?
2. Does it help the user understand the message you're trying to communicate?
3. Does it showcase your product or service well?
4. Does it add value?
5. What impact will this have on the campaign?

Design trends keep on changing with time but provided an excellent user experience remains the same. The photography should be high-quality, interesting and work in conjunction with your content.

I cannot put emphasis on this enough –your photography maybe stunning in your eyes, however, if this does not engage the user it is completely pointless, we need that human connection. For this, you need to remember the following ideas:

1. Avoid irrelevant and non-realistic shots unless the messaging supports this clearly (stock images).
2. Use one or two large impressive pictures instead of lots of little ones
3. High-quality only!
4. Choose images that stimulate the user and instil a memory
5. Choose strong images that compliment your story.

I hope this post helps you generate the best content for your brand. Feel free to share your ideas for some feedback and I would love to share your work on our social channels.

Custom illustrations are important in UX

Custom illustrations

Web trends 2018, suggest custom illustrations will become increasingly popular in the digital industry, not just as art but as visual information. So many of us are familiar with the phrase – 'a picture is worth a thousand words'

High bounce rates and low customer engagement have proposed an opportunity to use illustrations for not only, catching the users eye, but also as a form of communication.

Did you know, the most recognised meanings of the verb to “illustrate” is:

  • ‘clarity’
  • ’to provide with visual features intended to explain or decorate’
  • ‘to make clear by giving or by serving as an example or instance.

This clearly shows the diverse potential of illustration in UI/UX projects. No matter where the illustrations appear, the basics remain the same:


“The aim of illustration is to enlighten, clarify and deliver a message via visual elements.”



The Details Matter

Highly detailed illustrations are incredible when executed properly. They should be aesthetically pleasing, captivating for the majority of viewers and a functional element within the UI.

The theory behind illustration on websites or apps is to provide the user with a piece of information faster and easier than it could happen with text. If the user does not understand the illustration, there is no reason to have it. The aim is to engage the user and allow strong messages to be translated faster through imagery.

Using illustration in UI can fulfil multiple user needs, that is why it is so popular in UX. We have listed 5 tips to consider when the illustration is applied in the user interface:

  1. Meaningful
  2. Unambiguous
  3. Clarifying
  4. Not overloading the screen
  5. Improve usability


Below are some more great examples of custom illustrations on the web.


"Going for a spin"

Featured on: Dribbble
Designer: Latham Arnott



Featured on: Dribbble
Designer: Norde



A call is like a text message but with a voice.

Featured on: Dribbble
Designer: Justin Mezzell



"I'm Home"

Featured on: Dribbble
Designer: Justin Mezzell



Late night fire

Featured on: Dribbble
Designer: Mikael Gustafsson



"Illustration created for the web site"

Featured on: Dribbble
Designer: Vera Voishvilo



"City at sunset"

Featured on: Dribbble
Designer: Guillaume Kurkdijan




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Innovation & Tech: The Focus of UI/UX

Should ‘Ghost Buttons’ be busted


tesla ui ux

Innovation & Tech: The Focus of UI/UX

When we think about innovation, most of us think about technology. However, across the web there are hundreds of articles about radical innovation pushed by technology. Block chain, computer generated voice, machine learning and AI are just a few.  

Technology is the stimulant for new possibilities, but as UX designers we must analyse how new possibilities can add value to a users’ experience, not draw away from it. With so many business’ practising the the Agile methodology, now is a great time to learn the latest techniques and tools to develop your skillset. 


The users’ needs are not only satisfied by form and function, but through experience 


In order to get a seamless experience alongside futuristic products the user interface needs to strive for two things; simplicity and clarity. A user should be able to perform a desired task with little effort and distraction as possible. 

Below are a few examples of how UI/UX trends are breaking barriers and expanding on new technology.


Project: Innovation
Author: EVS



Project: Tesla Model 3 | User Interface
Author: Michael Cherkashin 



Project: SOUND
Author: Dennis Schafer



Project: Nike Store
Author: Anton Skvortsov


dimensional UI

Project: Daily Renders: Dimensional UI
Author: Fyn Ng



Innovation and Technology are constantly moving, it is almost impossible to keep up with every product on the market.

As shown above, a combination of great technology with quality UI helps towards a great all round user experience. Where is the future in technology going? Leave your comments...


“The best products don’t focus on features, they focus on clarity.” — Jon Bolt




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Navigation UI- 5 Common mistakes designers need to avoid

Should 'Ghost Buttons' be busted?

Our need to communicate is paramount, even Banksy gets this wrong

Banksy Exhibition in the Moco Museum, Amsterdam was eye-opening ...

Read the text in the image below

How can Banksy allow typographical errors posted alongside his world-famous art? Ok, this may be due to the translation, however, it is outrageous (but funny to an extent)


Designs are unforgiving when it comes to human error – especially coming from a world-class phenomenon. It’s the designer’s role to make the user feel confident and in control at all times, not make them feel stupid.




Take pride in the content you create because the content is UX.

We have all been creators of content at some point – our diary, text messages, work emails and social posts. We have also been consumers of content too – news articles, blogs, website content and textbooks.

Content is a huge part of our lives and our need to communicate is paramount.


 Content is at the heart of design. Without content, design will have no meaning.


If the primary purpose of websites, art exhibitions or services is to deliver valuable content to an audience, we should be designing content-first for the best possible UX.

We often miss the opportunity to validate our UX designs with content insights, instead of waiting until the final stages – which is too late.



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6 UX principles that will guide you to create killer content 

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Pros and cons of ‘Ghost Buttons’ - should they be busted?

What are ghost buttons?

Ghost buttons are buttons with a coloured border but no colour fill – they have become very common on websites. They have inherited the name ‘ghost’ to describe their transparent image as they often take the background’s appearance.



There is an argument whether or not ghost buttons should be busted.

There are two main advantages of using them:

Style purposes

They work well on minimal or flat designed websites as they give an elegant, subtle feel to the design. Sometimes it’s the best way to add a cutting-edge look to a new or existing website.

Visual hierarchy

Their subtle appearance can give emphasis to other elements on the page. When used well they can help with the visual hierarchy of the design by giving the order of importance when there is more than one ‘Call to action’ (CTA) on a page.


However, there are several disadvantages of using ghost buttons


Ghost buttons have ghost conversion


Decreased click-through rate

Ghost buttons are popular amongst web designers who love the minimalist look – nice design doesn’t mean good design.

CTA’s need to have a strong visual presence that attracts the user’s attention. The purpose of the button is to guide users to proceed with the desired task flow – so, why make this button subtle?

It has been proven through many tests that ghost buttons are overlooked and therefore have a lower click rate. Several A/B tests have found that users recognise solid buttons a lot quicker and easier than ghost buttons.

ConversionXL carried out an A/B test and found a 20% decrease in clicks, based on 10,000 visits when testing the following options:

Ghost Button

Solid Button


It is very important to follow best practices rather than follow design trends that don’t help users easily reach their end goal. The call to actions need to encourage user engagement and in return lead to a higher conversion rate.


Legibility and Contrast

Ghost buttons come with usability issues. If the button is placed over a busy image without sufficient contrast, it can be difficult for users to read the CTA. If the ghost buttons and typography are both white, placed over an image, there is often a lack of visual hierarchy to engage users which can impact conversion.



Animation can often help ghost buttons to stand out a little more on hover however, it still may not be clear that it is a button. Take into consideration your audience and their age because ghost buttons can lead to some unwanted confusion.

The above issue may not seem too drastic but the potential impact on conversions is one that can cost the business a lot of money. Be aware of the possible implications and do not create designs that rely heavily on ghost buttons – it may not be the desired design aesthetics but we equally want to make the same mistakes others have already faced. It is important to test these styles and get real results for your audience.


Here are a few things to consider next time you think about ghost buttons:

  1. Use ghost buttons as a secondary CTA
  2. Consider Contrast
  3. Be consistent
  4. A/B test the ghost button vs solid button


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Navigation UI- 5 Common mistakes designers need to avoid

6 UX principles that will guide you to create killer content


The problems UX designers are facing with the demand for sneakers

Why the 🦆 is it so hard to buy a pair of sneakers?

We are often wondering what is wrong with the world? Sneaker fans have gone insane. Who in the right mind wants to be stood in an aggressive queue outside a store or hopelessly wishing to get a break through on desktop, mobile and/or app devices – only to find out the sneakers sold out in seconds?

Sounds like a terrible experience. It is overwhelming and leaves UX Designers in a constant battle against everything brands were originally trying to achieve. We can’t help but notice brands are just seeing the dollar signs and have become ignorant to what actually happens.

“How can we create a seamless experience in such an unprecedented level of demand?”

We have seen raffles and bespoke apps being created which were originally considered a great way to capture customer data, avoid platform crashes and action the rise of bots but, we have to ask ourselves the question – Did this actually work?

To some degree yes, but on the whole not one brand has developed a solution that has conquered this sort of demand. The whole concept has caused bewilderment for UX Designers, the demand for re-sell has outweighed those loyal customers.

The amount of negative reviews and consumer hate towards brands is ever increasing. Genuine customers are annoyed by the constant game that comes with a launch product. We cannot help but see customers are becoming increasingly impatient and brands are rapidly losing creditability– the long term damage is often irreversible (especially the smaller retailers).


Is there a solution?

Honestly, we cannot see a quick solution, it is down to two market leaders; Adidas and Nike. Research suggests people are following these brands on a daily basis– could this hype become a lifestyle rather than focusing on the scarcity principle?

Perhaps a change in mind-set is the only way forwards. The phenomenon that causes people to assign high value to things they deem as less available is out of control.

Innovation and a shift in demand is key. The future products need to exceed what is currently being produced and made more accessible and desirable.


Focus on the negative reviews

As UX Designers we would advise to take all the negative reviews on-board and comment to your customers with transparency. The trust in brands is very fragile and so honesty is key. Remember, it’s nothing personal to you – there is no target audience, there is no trends or patterns to follow, the industry has gone rogue.

Continue to work on new ideas to give users the best experience and learn along the way. By doing this you will always better the latest iteration regardless of the audience demand. You are not alone – the brands themselves are only producing limited numbers of sneakers as they equally cannot judge the hype anymore.

It is one huge learning curve but an exciting challenge. However, there will be a break through soon enough as there is only so much aggression and hate one brand will/can take.

Photo by Xavier Teo on Unsplash