Checklist of UX design rules for websites and landing pages. Part 2

Taking care of users

UX is a complex concept. Even with a good and concise design, there is a chance to miss your buyer. To prevent this from happening, focus on the value of a person's time and his desire to politely resolve any issue.

You can take care of your customer as follows:

• Show the important things. Do not hide the price list in the basement of the site, do not shorten the names when placing an order in the basket (the buyer is not obliged to remember after a 40-minute shopping trip that he added them there), and do not move the basket to the left corner on the second screen. Important elements come to the fore.

• Protect against accidents. We all don't like it when, when scrolling on a mobile device, the finger presses harder and we go to an incomprehensible page in a new tab. This can be avoided by clearly linking links to specific elements. It is not necessary to make a whole block that has a button clickable. The transition should be there.

• Enter the dialogue. It's nice when a company is friendly to its customers. Important note: this rule does not apply to Call-To-Action (with rare exceptions). For example, you can replace the faceless "read on the topic" with "I want more interesting things."
  "Five more minutes" is a good example of how you can replace the boring "Read more."

• Watch the speed. Given that search algorithms prioritize download speed, we can conclude that no one will wait long for the page's response. Check the downloads on your site, enter lightweight pages, and keep track of the weight of images and animations.

• We suggest it and give you the opportunity to apply. Think about what is obvious on your site and what requires more detailed explanations. For the second format, it is worth making clear and compact hints. Just don't get carried away — we talked about the abundance of pop-ups just above.
  

Don't forget that even the coolest and most caring interface won't work if you don't think it through comprehensively. Your entire team should be interested in a friendly and responsive approach to the client.

Visual subtleties of design

In addition to simplicity and obviousness, UX design consists of more specific things that are worth checking out on your site. Let's talk about the visual "rules" that help the site look more modern and convenient:

• We monitor the density. When designing pages, do not abuse delimiters, frames, and lines. When the design breathes, it is more pleasant to be on it than when each block is separated by a background, a line, and a container.

• We are friends with contrast. UX design assumes a minimum number of elements where possible. Accordingly, you can attract the visitor's attention with the help of contrast (it is better to use a ratio of 4.5:1). Also, contrasting elements are more convenient for visually impaired users.

• Minimum fonts. There are many beautiful fonts. Unfortunately, the site is not the place where it is worth showing all the variety of curls and letters. Make it a rule to use a maximum of two fonts (in complex fonts, it is better to limit the variation in the width of the character). In general, in order to avoid such creative flights, there is a brandbook.

• Color hierarchy. To show the importance of certain elements, you can use a color hierarchy. A reasonable gradient is a great solution for a block. Less important information can be highlighted, for example, in light green; more important information can be highlighted in green, and the button at the end of the block can be changed to a Christmas tree color. The transparency of elements works on the same principle.

• Focus on the mobile version. According to statistics, 49% of mobile device users hold a smartphone in one hand, controlling the contents with their thumb. Conduct an experiment — take your phone in this position and see which zone 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 getting on the baby button from the phone is more difficult. Don't neglect it.

To navigate the visual components of UX design, follow the trends, study classical techniques and elements, and focus on the principles of simplicity and clarity.

Summing up the results

UX design is not such a simple direction as it may seem at first glance. In any work with the design and layout of the site, it is important not only to follow the rules and principles but also to be able to navigate the topic. The psychology of user interfaces may be a standard thing (in certain directions), but remember that your client is unique. Don't overlook it.