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User Feedback – why is it important?

There is something that I noticed while designing web apps and user experiences. The client sometimes has particular requests about what font to use, what images and colors, and how the interactions should happen.

And if I probe why do they want things to be done like that, I most of the time get the answer that this is how they like it.

In a way, it makes sense. It is your site, your brand, and it should represent what you stand for and show your brand’s personality.

But when you are offering a service, and you want to help your visitors achieve something, you need to put their needs above your desire to have the website a specific way.

Your visitors expect to read your site easily. They expect a button to look like a button. And a clickable link to obviously be a clickable link. It would help if you found a balance between being familiar and being unique. If you go all the way on the “unique” side, your visitors will be very confused by your offer and wander someplace else. So this very distinct design is not really serving your customers, is it?

What is a better way to go about this?

You can ask your visitors for feedback and listen to what they have to say. If they find it challenging to make use of your offer, you need to change that, even if it’s something you like a lot about your web site.

You also need to ask more people, not just one. How many more? It depends on the size of your business, but the more you can ask, the more reliable the data becomes. And then, you can build a design that both showcases your brand and what is unique about it but also serves your customers in a way that they expect and understand.

I know this is not always easy. I’ve been guilty of this approach myself, many, many times in the past. I was blinded by how “elegant” I thought my solution was that I disregarded the feedback that showed it was not working for my potential customers.

If your web presence is just a way to express yourself, your art, your ideas, then it’s OK to break the rules and do something “crazy.” Just know that serves your need to express and bee seen. But if you want to provide a service, the marketplace will quickly teach you a lesson, when very few people engage with your content, because it is too hard, or too different.

In today’s world, it is easy to create a website where you can have both worlds: customer-centered and another that is “self-expression” centered. And they can both work together and support each other. But now your audience has a choice. Do they want to explore the new, edgy thing, or they want to benefit from the offer that will serve them quickly?

In conclusion: ask for feedback from your user! And be grateful for the feedback you get, especially if it’s “not good,” because it points you to things you can change that may lead to dramatic improvement of engagement with your offerings.  

The Power of Using APIs

Many years ago, I had set up my very first website. It was a Sudoku generator based on a selected difficulty level.

To promote the website, I wanted to have a newsletter so I could email my subscribers a daily puzzle to print out.

At the time, I was using AWeber as my newsletter service.

I was very annoyed with the fact that to capture the email of my visitors I would have to send them to a new AWeber page where they would fill out a form, and then instruct them to go to their email to click the confirmation link, and that would get then to a confirmation page on AWeber, and then finally back to my website.

Those were way too many clicks to get yourself a printable sudoku puzzle!

What I wanted, was a way to plug into the AWeber service, and communicate with them, on my visitors’ behalf, while the visitors were staying on my website. What I wanted was an API, which is short for Application Programming Interface.

They did not offer that at the time, so I decided to simulate one by using a “fake browser” to make it “as if” the user has opened their page instead of my mine.

I was very proud of my solution, and it worked very well for about ten days until my account was banned for violation of terms of service.

Today they do offer an API, so I don’t have to resort to “shady tactics” to keep the users on my page.

I use this little story to make it evident why APIs are so powerful. I am all about automation and integration and the APIs make all this possible in a way that is reliable and makes sense and does not violate any agreements 🙂

I don’t think it makes sense to create an online service in today’s world and not to develop an API for it. Interconnectivity and interoperability increase the rate of adoption of your service. And you open it up to be used in ways that you may not even have imagined before and if you connect it, for example, to a platform like Zappier.

In conclusion, I feel that all software development is moving towards building APIs that will talk to each other. Even the front-end of websites will be a templating API making requests to a back end API.

This change will bring about dramatic shifts it what software developers do and will open the doors for non-developers to be even more expressive and sophisticated in their creations. Add AI to this mix, and we can only guess at the limits 🙂

Conversions versus Beauty

As a designer, or even as a client, you are thinking of starting a new project, and you need to begin your UI design. 

And you’re thinking: it has to be modern, it has to be beautiful, it has to be exciting, it has to evoke these feelings and then from the infinite number of possibilities you need to choose something that will be your design. 

This can be daunting, and it may not actually serve you. And I confess I had made this mistake in the past a lot! I would learn new fancy ways to do something, and then I would use it everywhere because, drum rolls, I knew how! That is an excellent way to learn and practice your craft, but it is a terrible way to think about design. 

When I began working in projects that had a real business behind them, it became evident that once the design was done, other questions would come to the fore:

– how many visitors do we have

– out of those, how many became leads (subscribers)?

– out of those, how many purchased a product? 

– and out of those, how many become huge fans or joined the mastermind groups? 

These questions have something in common. They are not about esthetics, they are about numbers, and specifically about conversion rates: how much of X turned into Y? 

Now I start all the projects with these questions before even considering the design!

Who is supposed to use this website, and what for? And once I have an answer, what kind of action do I want my audience to take when they interact with my site? How will I measure that? And how do I maximize that? 

The answers to these questions will limit my design choices. And that is a good thing because fewer choices increase the chance of making the “right choice!”. If you go too crazy with your design, users will not be able to relate to it. If you are the same, then why should a client choose you? You need to find the sweet spot! Something that the potential customers can relate to, but that is also customized to serve their needs. 

This means you will need to choose specific fonts, certain colors, and image themes that will be dictated by your target audience and not by what you think “is beautiful.” 

If you are a designer and you need to make a choice, ask yourself: will this bring me closer to my conversion goals or not (pretty comes second).

And if you are a client, be very careful when you ask for a change because your brother does not like the colors, or you don’t like green. If you build something to serve an audience, then their preferences matter over yours. 

Of course, every decision you make can be wrong. You can make informed assumptions about your audience, read the studies about how color influences people and how the font face can make you look serious or playful, but you can still be wrong and not meet the conversion rates you were aiming for. This does not mean you have failed, it means you need to adapt.

An excellent way to adapt is to use A/B testing. I am still studying this concept myself, and it looks like a powerful way to reach “DDD” which is Data-Driven Design, versus “Beauty Driven Design” (which is a polite way to say “Guess Driven Design”). 

My challenge with A/B testing so far is that you need to have a broad test audience to be able to safely conclude that one variant of the test is definitely better than the other and by how much. If you’re into statistics, you’ll love this, and you can do the math yourself! If you are not, choose your testing tool wisely to avoid running meaningless tests with results that are not actually relevant. 

A case study is the website PenguinMagic. When I first looked at it, my design eye judged it as ugly and imaged someone lost their money paying for that. But I have learned that this “ugly design” converts for the people it is addressed to. Believe it or not, this is a multi-million dollar business. They made the clear choice of conversions over beauty!

How about your web project? Do you have goals for it? Are they conversion goals or “being pretty” goals? 

And finally, if you can recommend a useful A/B testing resource, I’d love to read more about it. 

Using Visual Builders for your website

I used to hate visual builders!

They looked great on the demo page, but as soon as you would like to do something somewhat different and custom, you would end up fighting with all the constraints put in place.

Because of this issue, I would almost always design my pages from scratch in HTML code and CSS style. Oh, the power and flexibility!

In recent projects, I have been forced to use visual builders because the end client wanted to be able to update the design themselves later on. They insisted that it had to be easy, so I had to go the visual builder way.

What I have learned is that the builders have come a long way since I have first looked at them, and they offer great flexibility within the constraints of their design.

And the constraints are a good thing. It keeps your look consistent and makes it a breeze to create layouts for various screen sizes. That is always a big challenge when writing code from scratch without any design system in place that limits your choices but maximizes compatibility.

The Builder I like the most so far is the one that comes with DIVI, the WordPress theme. Once you get to know it, you can build exciting layouts pretty fast.

There is a problem I have with it, though. That is performance. And sometimes, the output code seems to be unnecessarily complicated, making the size of your page bigger than it needs to be.

So there is always a trade-off.

How do I choose between one or another?

For large projects, I prefer to create my custom template and design systems for the performance and flexibility benefits.

And for smaller projects, I will use DIVI or something similar to create the design faster and visually.

We go back to the saying: use the right tool for the job 🙂

A gorgeous website is different from a GOOD website

Can over-designing things become a problem?

We like pretty things. I get that.

We like the restaurant to be clean and inviting. Easy to understand.

But where do you draw the line? Where do you find a balance between pretty and functional?

I struggle with finding this balance my work. I want to use data to make a decision and not just my gut feeling.

I am a computer nerd. I design software, I write code, and I take pride in my work. But I am often faced with this dilemma:

Should I invest more in software design or graphic design when working on a project?

Nobody will use a pretty app that is not working.

I think we can all agree on that.

At the other extreme, some people will use an ugly app because it solves a big problem reliably.

But I want to do better and find some middle ground.

Good software design improves stability and performance. Makes maintenance easier, thus reducing the costs.

Good graphic design makes the user experience more comfortable. Reduces the learning curve and makes your application more widespread.

So how do you split your budget? Is it 50/50? Or should you focus more on performance, for example?

The more I think about this, the more I realize that your target audience is the one that will dictate what your focus should be.

If you have software that helps people to solve a big problem, probably nobody will care that it is ugly, not intuitive, and incredibly awkward to use. If they are desperate for a solution, they will accept one, no matter how it is delivered.

On the other hand, if you are talking about a game with bubbles… well those need to be some pretty bubbles to keep the audience engaged. In the case of games, you are not after a solution; you are after an “experience of play.”

How does this apply to websites?

I guess if your offer solves a significant problem, you can be forgiven if your site’s design is still from the 90s. But if there is a lot of competition, then a good design may help you stand out.

And this word “may” is where the problem comes in for me. How can I quantify it in terms of a website goal? It is intuitive to think that a good design will increase sales, but you also need to know how much? You need to have some idea of how close you will get to your end goal, so you know how much you are willing to invest in that good design.

Designers are very excited to make things pretty, to make them pop, to make them unique. And I understand that. You are making art, and you want it to be beautiful. But is it really useful?

I fall into this trap myself with software when I over-design something just for the pleasure of creating a “perfect design.” But in the end, that does not benefit the client all that much. There are so many examples with people doing very well, by using poorly designed tools.

They’re also amazing designs, both software, and graphic, that nobody uses.

To help make this decision more comfortable (and profitable), I’d like to know a way to quantify the benefits of excellent graphic design. Any thoughts?