User design is not just a fashionable phrase anymore. Given the high competition, number of excellent designers and a variety of interfaces, you can't ignore your customers and website visitors. Understanding the psychology of people who visit your page is the basis for successful promotion and high-quality service delivery.


We have compiled a checklist of rules and principles of UX design for your site or landing page. Check it out!

Simplicity


The basis of any selling site is simplicity. This applies to both text and visuals. Don't overload the interface, create intuitive CTAs, and don't make the user go through 7 rounds of registration to make an order.

The principle "simpler means better" can include the following points:

• Simple design. Do not overload

• Clear CTAs. This applies to both the call to action and the graphic part — properly arrange the shadows, use plain colors.
• Minimum of pop-ups. Pop-ups are still a controversial issue. If the statistics of your site show that users do not mind using the chat or entering their number to contact the manager — use, but do not abuse it.
• Clear navigation. No one likes a long search for the right tab. Being creative is great, but try to use the conventional principles of arranging the sections.
• Simplify registration and the order process. If your format allows you to place an order without registration, that's ideal. But if it's necessary (for example, if the item is very expensive or involves personal data) - reduce it to three steps (maximum!).

Fight the desire to show everything at once. One function block = 4 or 8 elements inside. It is better to group additional information into another thematic block.


The way to solve a problem. The golden rule of UX design is that the problem should be solved in 3 clicks. Don't make the user take a survey, like and rate the quality of service in order to check the delivery terms.


It should be said that you should not literally understand the principle of "optimisation". Visiting the site should at least not cause discomfort for a user. But do not overdo it with abbreviations - an empty site is incomprehensible to anyone.

Customer care


UX is a complex concept. Even with a good and concise design there is a chance of missing your customer.To avoid this, focus on the value of time and the desire to politely resolve any issue.


You can take care of your customer in the following way:


Display what's important. Don't hide the price list in the site's footer, don't use abbreviations in the shopping cart (the customer doesn't have to remember after 40 minutes of shopping what he added there), and don't move the cart to the left corner of the second screen. Put the essential elements first.


Prevent accident. We all hate it when scrolling from a mobile device, you accidentally press harder, and you're redirected to a weird page in a new tab. Avoid this by explicitly attaching links to specific elements. Do not make the entire block, which contains a button, clickable. A person should be redirected only when clicking on a button.


Be open to a dialogue. It's nice when a company is customer-friendly. Important note - this rule does not apply to CTAs (with few exceptions). For example, you can replace the impersonal "Leave a request" with "Give {COMPANY NAME} a try!".

Keep an eye on speed. Considering that search algorithms prioritize loading speed, we can conclude that no one will wait long for the page response. Check your site's loading time, introduce lightweight pages, monitor the weight of images and animations.


Give hints and provide opportunity to contact. Think about what is obvious on your site, and what requires a more detailed explanation. Add clear and concise tips if necessary. But do not get carried away.


Don't forget that even the best-crafted, most caring interface won't work if you don't think it through comprehensively. Salespeople, content managers, and your other colleagues should also be interested in a friendly and responsive customer approach.

Color hierarchy. You can show the importance of certain elements by using a color hierarchy. A reasonable gradient is a great solution for a block. Less important information can be highlighted in light green, for example; more important information can be highlighted in green, and the button at the end of the block can be herringbone-colored. Transparency of elements follows the same principle.


Refer to the mobile version. Statistically, 49% of mobile device users hold a smartphone in one hand, manipulating the content with their thumb. Carry out an experiment - hold your phone in this position and see which area is the most accessible. It is better to place important elements closer to the right corner and in the center of the screen. This can also include the rule of button sizes - keep in mind that it's harder to click on the small button from your phone. Don't neglect this.


To master the visual components of UX-design, you have to follow trends, learn classic techniques and elements, and focus on the principles of simplicity and clarity.

Summarizing the results


UX design is not such an easy direction as it may seem at first glance. When it comes to any website design and development, it's important not only to follow the rules and principles but also to know the subject matter. The psychology of user interfaces may be general (in certain directions), but remember that your client is unique. Don't ignore it.