Lime consulting blog
UX design process checklist for websites and landing pages
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!

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.
An example of an overloaded site from the very first screen

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!).
A good example of a simple and compact website

The most precise and powerful UX design principle associated with simplicity: "Do not make the user think". A visitor of your website should intuitively understand how to take the next step.
The next rule is more about the interface and texts. Even if your format implies longreades or a large flow of information - let the user get acquainted with it at will. Time is the resource, which any customer puts above all else (excluding prices).

Here are things that can be successfully optimized on your site:

Obvious pointers
Don't underestimate people: the shopping cart icon is clear in any language and to any user, while the "shopping cart" inscription under the icon takes up space and overwhelms the design. Optimize it!
Avoid subtitles under CTA and other important elements
The CTA is in itself an obvious and understandable signal. A better solution would be to invest time and effort into working it out in detail, rather than inserting subheadings under each button with an explanation of where that button will lead.
Optional longreades
The massive amounts of text on the page will make not only the site lengthy, but leads to the desire to close it. A good way to optimize this format is to add buttons "Read more" or "Read full story", while showing only the first two paragraphs of the text. Indicating the approximate time to read the text will be a great idea either.
You shouldn't insert text like that!

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!".
An example of personal CTA

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.

Visual details

Beyond simplicity and obviousness, UX design consists of more specific things to check on your site. Let's talk about the visual "rules" that help your site look trendy and user-friendly:

Pay attention to the content density. While designing pages do not overuse delimiters, frames and lines.When the design is "breathing", it is more pleasant to stay on it, rather when each block is separated by a background, line and container.

Become friends with contrast. UX design assumes a minimum number of elements where it is possible. Consequently, you can attract the visitor's attention using contrast (better to use a proportion of 4.5:1). Contrast elements are also more convenient for visually impaired users.

Minimum of fonts. There are many beautiful fonts. Unfortunately, the site is not the place to show all the variety of curls and letters. Take as a rule to use a maximum of two fonts (for complex fonts, it is better to limit yourself to a width variation of the symbol). And in general, to avoid such creative flights, use a brand book.

An example of bad fonts mix

Source: (December 2009)

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.
Apple was one of the first companies who started following the UX design basics.