Tag Archives: product design

Night in Berlin app design case study

Case Study: Night in Berlin. UI for Event App.

Have you ever felt the urge to leave the planned and predictable routine and do something impulsive? Maybe go to the random concert of an unknown band, or visit the exhibition you are walking by? Certainly, you know that feeling. Nowadays, people move in the circle of the everyday drills and the desire to drop everything naturally appears from time to time. But when the moment comes, we often don’t know the places to go or where to find interesting events. Here is how we have come up with the idea for a new mobile app concept called Night in Berlin.

 

Night in Berlin is one of the design projects accomplished in terms of Tubik UI Fridays. In one of previous case studies, we told about our new tradition presenting the set of creative sessions when the designers have a day to work on the design concepts out of current projects. The concepts are created within a particular general idea of a digital product but with all the passion and freedom for the designers’ artistic souls. Today’s case study describes the creative process of the unusual mobile application design.

 

Task

 

UI\UX and motion design for a mobile event app.

 

UI Design

 

During UI Fridays the designers sometimes receive objectives far from ordinary. In this way, the team has an opportunity to create something absolutely unique. This time, the task given to the designers was to design a mobile application of the future. To specify the task, the art director gave them the background story. The designers had to imagine themselves in Berlin of 2019 where every night is extremely eventful. Their objective was to create the design concept for the mobile application that would come in handy to people who love hanging out at night. When the task was set, Tubik designers Ludmila Shevchenko, Eugene Cameel and Olga Popova started their work with art direction by Sergey Valiukh.

 

After active brainstorming, the designers’ team determined the concept of the app. It should be a simple application which enables people, who love socializing and visiting the latest events, to see the list of all the events, parties, exhibitions and the like taking place in Berlin. In order to add the effect of bright impulsive decisions, the list is shown at a particular time and only for the current day. The core thing the designers were supposed to keep in mind that the application is meant for the users of the future, so the design needs to be absolutely original and extraordinary. Let’s see what the team managed to create.

 

night_in_berlin_onboarding_tubik_ui

 

The first screen featured the onboarding with the countdown to the time when the list becomes available. The chosen gradient colors accurately convey the atmosphere of the night since they are associated with lights in night clubs. The illustration of the Fernsehturm, the famous television tower in central Berlin, is made in the corresponding colors, so the design of the screen looks solid. The app’s name is situated at the left bottom part of the screen. All the functionality is hidden behind the hamburger menu button placed in the top left corner allowing to make the focus on the countdown.

 

night_in_berlin_event_list_tubik

 

The screen above presents the list itself, informing the user about the variety of events. The data is organized along the cards for every event, which users can review scrolling vertically. Each card shows the key details about the event: its type, title and the time when it starts as well as the thematic image in the background. Being interested, the user can tap on the card and see more details about the offer.

 

Night in Berlin Event Details

 

When the users tap on the event card, they see the event screen. This concept features the exhibition in the art gallery, which is marked in the top right corner. The name of the artist and the exhibition are situated in the center of the page. The background image presents an actual artwork by the artists so the users are able to quickly catch the style and artistic manner, read the description and see the time when the event starts. All that combination provides the information to the user quickly, in clear and stylish manner.

 

night_in_berlin_app_event_screen_tubik

 

Motion Design

 

When the static variants of the screens were ready, motion designer Kirill Erokhin started working on the animations.

 

night_in_berlin_animation_tubik

 

Here is the animated version of the onboarding screen. The major element is the countdown numbers which are smoothly animated. The background is moving similar to haze changing the colors.

 

ui animation design tubik

 

This animation presents the screen with the list of events showing the user interactions. The data is organized along the cards for every event, which users can review scrolling vertically. The user can tap on the card and see more details about the event. The arrow button on the top of the screen brings the user back to the list.

 

Work over the design concepts of this kinds gives designers the prominent chances to think out of the box. It stimulates their creativity which beams brighter when given regular practice. Follow our blog and check out our Dribbble page not to miss the updates on the Tubik UI Fridays. More concepts and case studies are coming very soon. Meanwhile, you can be interested in reviewing another case study for the creative design concept called Big City Guide. Stay tuned!


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design for business

Business-Oriented Design. Know Your Target.

Successful business in never a simple game: it is the complex mechanism and to make it work, we have to know the factors of influence and methods of their effective combination. Design is definitely one of those secrets which can have a great impact on profits and promotion. Moreover, this is the coin of two sides, because real design is not only about the nice skin and stylish look but also about functionality and utility. So, today we continue the series of posts devoted to design for business goals. 

 

Earlier we have already published the glossary posts with key notions for the topics of business terms and abbreviations useful for designers as well as highlighted some aspects in more details in the free ebook «Design for Business». This time let’s add some deeper insights into the essence of setting and exploring the target of the product and the mutual influence of design and marketing have on each other.

 

design process

 

Marketing

 

«Marketing is a contest for people’s attention». Seth Godin

 

Definition. In general terms, marketing is the set of studies and methods devoted to the management of exchange relations. Basically, it is the multi-layered process whose aim is to connect the products with the customers. It can involve the variety of advertising and promotional activities, market and customer research, organization of sales, direct and indirect communication with the target audience. In terms of tough and diverse competition on most markets nowadays, marketing is the strategy and the trophy to achieve is users’ and customers’ attention.

 

Design aspect. Design and marketing have been supporting each other for many decades, so there are two basic directions of their connection.

 

The direction from marketing to design means involving techniques of marketing into the design process from the early stages of product creation or updates. The cases when marketing strategy is thought out from the stage of ideation on the future product makes design even more meaningful: not only do designers create the product solving users’ problems or satisfying needs, but also set the channels and ways how product can be noticed by the customer, how it can get interesting for target user and what are the ways to show its benefits effectively. Knowing all that stuff, the designers can find the appropriate UX — the logic of the product and UI — visual presentation of its features. Each tiny element or aspect like the color or shape of a button to the global approach to color palette, the choice of fonts and the space between elements on the page or screen, every transition and microinteraction designed properly and applied wisely can have a huge impact on the success of the product and its ability to fulfill the business goals.

 

web design tubik

Web design for e-commerce: Vinny’s Bakery

 

Moreover, it must be said: the high-quality user-friendly product is the best marketing strategy. That is why design plays the crucial role as it creates the features and the wrapping able to attract users’ and engage them, spark the wish to use it again and make it helpful so that users could have the solid reason to love it.

 

The reverse direction from design to marketing means that design itself becomes a powerful way to present the product or even the person on the market. Design solutions applied for creating commercial, corporate or personal identity through branding become the foundation for the marketing strategy, in most cases starting from the moment when the product gets its sign of distinction such as logo or icon. Designers create visual support of the promotional campaigns from posters, leaflets, and brochures to complex sets of branded items and corporate interior style of point-of-sales. As long as people are the creatures of not only physical but also social and aesthetic nature, design is going to take a big part of any business success.

 

business cards design

Corporate branding: design of business cards

 

Anyway, marketing is the point where people who create the product and those who build the bridge between the product and the customer should have the same goals: to provide users/customers with something that will be helpful and satisfying their needs. To do that, first of all, it’s important to set the group for which it is created and analyze what its preferences are.

 

Target audience

 

«In sales there are going to be times when you can’t make everyone happy. Don’t expect to and you won’t be disappointed. Just do your best for each client in each situation as it arises. Then, learn from each situation how to do it better the next time.» Tom Hopkins

 

Definition. The term «target audience» comes from the spheres of publishing, in which it means the readers intended for the particular book or edition, and marketing, in which it sets behind the group of customers potentially interested in the particular product or service. The quickly developing sphere of digital products such as websites or applications absorbed this term immediately meaning the audience which presents the potential users of the specific app or website. 

 

Certainly, for many creators, it can be hard initially to find out what their target audience is: they would like this product to be used and loved by everyone. Still, in real life, it’s a sort of utopia which can become a death knell for the product. Selecting the core target audience and then, if needed and possible, broaden the abilities of the product to make it attractive and useful for the broader circle of users in many cases proves itself as much more successful and effective strategy. Setting the priorities, it’s easier to concentrate on key functionality and make it faster than trying to satisfy everyone at once.

 

wedding planner app UI design

App design for wedding planner

 

Design aspect. As we mentioned in the ultimate guide to creating a mobile application, user research and market research are highly advisable to be done at the start of the creative process to provide the designer or the creative team with understanding what their target audience is:

— what their interests and wishes are

— what kind of communication and lifestyle is convenient and common for them

— what problems they have and which of them the designed product solves

— what are the typical environments when they use this kind of products

— where they could get the information about the product

— what could stimulate them to try the product

— what could engage them to get back to it again after the first experience

— what could involve them into using the product on the regular basis

— what could make this product different from the others on the market for the target users.

 

Joel Anderson said, “You can’t just open a website and expect people to flood in. If you really want to succeed you have to create traffic.” Design is one of the powerful methods to do it, especially in cases when it’s strengthened with appropriate copy and general content selection. Creating custom graphics, supporting microinteractions with motion, writing clear, concise and informative copy, choosing readable fonts and nice color combinations, setting landing pages for specific purposes instead of sending the user to the tons of information on the home page of the website, you can directly attract and create traffic that will give profits and support the thriving business.

 

toonie alarm UI design

Funny and bright design for Toonie Alarm

 

upper app UI design case study

Minimalistic and elegant design for Upper App

 

Targeting

 

«You can’t wait for customers to come to you. You have to figure out where they are, go there and drag them back to your store.» (Paul Graham)

 

Definition. Briefly, targeting is another term from marketing widely applied in the sphere of digital design. It is usually associated with the strategy and techniques of the particular target audience to find the best and the shortest ways to attract their attention to the particular product.  

 

Design aspect. The scheme is very simple: when you shoot without seeing your target, the chance that you will score exists but its miserably slim. If you shoot seeing the target, the chances grow. The closer you come to your target, the higher becomes the possibility of hitting the mark. 

 

This metaphor successfully works in both marketing and design. Having set who the potential user of the designed website or app is and researching the basic and extended data about this group of users, designers are able to create the solutions which will get close to the user along one or several factors. Let’s briefly review what aspects and factors can influence this process setting the directions of targeting.

 

Geographic targeting. Location of the person is important to set the cultural background as well as the natural environment of using the product. It means that even one product can be different in some visual features or operational performance to satisfy users from the particular country or region, up to having different names to sound more catchy or informative on the local market.

 

Gender targeting. If you know that your target audience is mostly man or mostly women, this kind of data can have a great impact on design solutions based on the psychological and perceptional difference. Even such a basic aspect as color choice can be highly influenced by the gender of core target audience. 

 

Psychographic targeting is grounded on knowledge of motives which move the user to try this type of product. It is based on deep knowledge of the typical lifestyle, interests etc.

 

Demographic targeting happens when creators and marketers are focused on catching attention and involving a particular demographic group, for example, based on age, ethnicity, income, qualification, marital status, having kids etc.

 

Behavioral targeting is based on defining the target audience along the particular models of behavior, for example, young adults regularly visiting night clubs or people buying coffee and drinking it on the go. 

 

ui animation design tubik

Night in Berlin App

 

Understanding the process and methods of targeting and getting this sort of knowledge enables designers to choose the shortcuts to users’ needs and wishes. That is why in cases of outsourcing design it’s highly advisable to take all the chances of getting maximum possible information about the potential users and business goals from the customer. One of the good methods is creating user personas, user stories and user cases, on which we will give more details in our next posts.

 

Recommended reading

 

Hopefully, these insights will somehow help designers to get closer to the market creating goal-centered products for various businesses. Before soon, we will definitely provide you with new posts and thoughts on this theme, meanwhile here is the list of recommended articles which could be helpful.

 

Personas Make Users Memorable for Product Team Members

5 ways design and marketing can work together better

One Persona to Rule Them All

Designing for your target audience

Matching site design to your target demographic

Short but Vital. Key Abbreviations in Design for Business.

The Importance of Design in All Marketing Campaigns


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Welcome to read or download the free ebook «Design for Business»

user motivation design

Two Types of User Motivation: Design to Satisfy.

No doubt, every designer — as well as any creative person — wishes to make something desired by lots of users, preferably on a regular basis. There is a group of creators who claim that they are interested in the process or the fact of creation and don’t care about the further life of the product, still, it’s incredibly tiny if compared to the number of people who want to see the results of their creative work usable, useful and regularly used. One of the key factors to achieve this goal is knowing the final users and ways to motivate them. So, today let’s take another little journey to the psychology of users, this time concentrating on types of motivation and their influence on design solutions.

 

What is motivation?

 

Basically, motivation is the term coming from psychology and dealing with behavior. This concept describes something that makes people do particular actions giving specific reasons for these actions or needs. Motivation is the force that gives people motives, defined in Merriam-Webster dictionary as «something (as a need or desire) that causes a person to act». According to professor of psychology J. Nevid, «The term motivation refers to factors that activate, direct, and sustain goal-directed behavior… Motives are the «whys» of behavior — the needs or wants that drive behavior and explain what we do. We don’t actually observe a motive; rather, we infer that one exists based on the behavior we observe.» (Nevid J., Psychology: Concepts and applications. 2013)

 

Motivation appears on the crossroads of biological, cognitive, social and emotional factors, that all together influence its strength and behavior it stimulates. Three basic features which could describe the motivation of any kind are the following:

  • Activation — the decision to activate the particular type of behavior, often stimulated by formulating a particular goal or achievement
  • Persistence — the power of effort which is taken in short-term or long-term perspective to achieve a particular goal
  • Intensity — the level of concentration and desire applied by a person to achieve the goal

 

Why is it important for designers to understand the types and mechanisms of motivation? Because it shows the direct way how to make the product correspondent to users’ expectations and solving users’ pains. The product, which is designed, can be extremely helpful, but to learn that, the user should be motivated to try. And design, being the part of the product, which is both functionally and emotionally appealing, is the first and powerful way to give a user the reason to try the app or website.

 

UI design product management

 

Two basic types of motivation

 

There are two major directions of how motivation evolves and they deeply influence the decision-making process. In short, they are based on what is the source when «Why would I do that?» appears and encourages us to act: some of these reasons come from the outer world while the others are found inside ourselves. On that ground, psychologists define extrinsic and intrinsic motivation.

 

Extrinsic motivation

 

This term unites the group of factors that come from outer sources. These motives can come from family, professional environment, competitions, contests etc. The motives of this sort encourage the person to deal with the outer world of other people as there is no other way to achieve the particular goals. It means that they involve the diversity of social reasons as well as stereotypes. Cultural background, age and gender, level of education, country of residence, religion and family status — these and many other factors can form and correct the reasons coming from outside and motivating people to communicate and behave this or that way. In the vast majority of cases, extrinsic motivation is a seek of reward, which can be tangible (money, prizes, diplomas, certificates, trophies, medals etc.) and intangible (praise, support, recognition etc.). The situation of competition itself presents the strong extrinsic motive: some of us are more motivated with not the prize we get but purely with the understanding that we won the others. Moreover, this factor can become even stronger in the case when there is direct support from others like friends or followers.

 

These factors should be the object of thorough research for UX designers as they actually present the doors opening the digital products to the world. The motivation via rewards has been widely used in all the kinds of games — without it for many users, a game usually doesn’t make sense — it should present the real goal which is achievable and stimulates persistence in the process of getting it. The wide invasion of the internet technologies and social networking added the element of constant competition with others strengthening the power of outer sources of motivation.

 

However, this mechanism of attracting and retaining users is applied in the variety of digital products now, including those which are far from games in their traditional understanding. When you are marked as the most loyal customer or are promised to be given a discount in case of the particular purchase; when you get the certificate via the online educational platform of which you can boast to you friends via social networks; when you are marked as the top writer or top contributor on the blog platform, and so on so forth — all that stuff presents the signs of extrinsic motivation. And that’s not bad: that’s just the way to make specific activities reasoned, which is crucial for most users. The trick is to find which reason works for this particular audience.

 

snake battle app UI design

Snake Battle App based on the extrinsic motives of winning the battle and getting rewards

 

Intrinsic Motivation

 

This is another side of the coin: that set of motives and stimuli comes out from the inner world of the person. These are the motives which are formed by the wishes and needs the person has due to its intelligence, soul, and heart. These are the motives which can be much harder to find and understand, but much longer to work successfully.

 

Intrinsic motivation is the inner engine moving a person to self-improvement whatever it could mean. In fact, people are born with this need and wish, which gets the higher level of development when the person satisfies basic needs like food and shelter and goes to the next stages in the hierarchy of needs. It’s natural for us to wish trying new things, to accept new challenges, to try our own abilities and gifts, to feel satisfaction from getting new knowledge and mastering new skills. This type of motivation is often stronger than the previous as it comes from what nature the person has and what personal likes or dislikes move decision-making process. In everyday terms, we often call this type of motivation «interest» or «desire» which becomes a significant factor for retaining users. And it’s a well-known factor that the simple explanation: «I do it just because it’s interesting» is one of the strongest motives which can only exist. It moves the user to act because of the subject of the activity itself rather than reward or recognition.

 

underwater world encyclopedia design tubik

Underwater World Encyclopedia based on intrinsic motive of getting new knowledge

 

wedding planner app UI design

Wedding Planner based on the intrinsic motive to optimize personal effort in organization of the event 

 

toonie alarm UI design

Toonie Alarm combining intrinsic motive (getting up on time) and extrinsic motive (getting stickers as rewards)

 

Getting the knowledge about target audience at the stage of user research, designers can analyze which types of motives and which their combinations will work for the specific users.

 

Intrinsic_extinsic_motivation_by_IDF

 

The visual presentation of two major motivation types by experts from Interaction Design Foundation 

 

Building motivation with design

 

Knowledge on the mechanisms of motivation can become the great help for UI/UX designers and information architects. The advantage of providing appropriate motives for the target audience can be applied at the levels of:

— thinking over the clear application or website structure and organization of triggers and informational blocks supported with rigorous user research

— building navigation and call-to-action elements according to things which engage users motivating them to act

— creating appropriate layout demonstrating key benefits or rewards

— providing supportive onboarding process motivating to try the product and test its functions

— presenting visual design solutions appealing to the target audience and adding the motive of aesthetic satisfaction

— including the copy which stimulates users, describes the key benefits of the product, the achievements users can get and support available in the process of interaction

— adding the features of setting short-term and long-term goals

— enabling users to share their achievements via various social networks — approval and praise of virtual communities is the powerful extrinsic motive nowadays.

 

user motivation design

Upper App using the mechanism of intrinsic motivation to boost users’ productivity

 

The bottom line is simple here: if you want users to like and use your product, give them a reason to love it. They will start their journey with «Why?» and will repeat that question regularly at different levels of interaction — so get prepared to show them the answer.


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big city guide web ui design

Case Study: Big City Guide. Landing Page Design.

People say the world is a book and those who do not travel read only one page. It’s hard to argue since traveling is always a chance to learn new things, meet new people and do something absolutely extraordinary. What’s more, a nice trip can become a source of life energy and inspiration. Today, travelers have more opportunities than ever before and the World Wide Web plays the significant role here. The Internet provides loads of information about various countries and their cultures helping travelers decide where to wend their way.

 

Tubik designer Tania Bashkatova loves traveling as much as design, so she often combines these passions to create sophisticated concepts devoted to travelings and nature. Today we present the case study on the design concept of the website for travelers called the Big City Guide.

 

tubik ui designer

 

Task

 

UI/UX design for onboarding landing page presenting a website about big cities all over the world.

 

Process

 

The Big City Guide (BCG) is one of the first works made in terms of Tubik UI Fridays. Those following Tubik team on Dribbble already know about our new tradition which is the set of creative sessions when the designers have a day to work on the design concepts out of current projects. The concepts are created within a particular general idea of a digital product but with all the passion and freedom for the designers’ artistic souls.

 

During one of these creative sessions, the task was given to design the landing page for the online resource providing the information about big cities around the world. Typically for the design of landing pages, the designer decided to apply expressive and informative potential of the background images. The objective set for the visual design was to convey the mood and the atmosphere via one photo for each city. The solution found for this aim was the animated widget with horizontal scrolling presenting three big cities in order to create the efficient visual perception of the information for the target readers. The three different capital cities were chosen to show how dissimilar styles can be united in one design.

 

The first page of the BCG concept presents Berlin. The city is filled with various sights so it was the difficult choice to make. The designer tested many pictures to find the one which would bring the right mood of the city. In the end, there were two variants.

 

Berlin big city guide ui

 

big city guide berlin tubik

 

Both pictures make an effective design but the second conveys the atmosphere of solid and futuristic Berlin better so the designer favored it. The name of the city becomes the center of the composition, bold and quickly readable in strong uppercase letters. The word sets the high perspective of the famous tower. The letters are arranged among the spires in the way which gives the feeling they always were there.

 

The second featured city is Madrid. It is often thought that Spanish capital city fully consists of medieval buildings but that’s not exactly true. Today Madrid is one of the modern European business centers, so the designer decided to present the modern side of the city. Here is one of the examples made while searching for the best fitting picture.

 

Madrid big city guide ui

 

Yet the priority has been given to the bridge in contemporary style. Keeping the consistent scheme with the previous page, the center of the composition remains the name of the city. The word shows the deep perspective with the modern construction echoing the form of the swirl or vortex. The subheading presents the motivating line gives the mood of the energetic and bright city. Here is the final result.

 

Big City Guide Madrid tubik

 

Every new day brings new knowledge. Searching for the perfect background photo the designer missed the fact that there is not only Madrid in Spain but also another one in Iowa, USA. The Internet played a joke with the designer mixing photos of two Madrids, so it’s impossible to distinguish them for those who haven’t visited all the corners of these places. Well, that’s good to take lessons from the errors, and this case gave us all the chance to learn something new.

 

The last city featured is Stockholm. It is full of magnificent ancient buildings and modern-styled places, so the designer experimented with various photos of the city places. Here is the example with the picture of the underground in Stockholm which presents the part of the creative search for the visual concept.

 

Stockholm big city guide ui

 

However, all the urban photos couldn’t convey the unique atmosphere of Stockholm. That’s why the designer comes from the other side. Stockholm is one of the biggest Scandinavian cities, so nothing can deliver the Nordic vibes better than its nature.

 

web ui design city guide

 

This is the final variant of the Stockholm page. The content elements on the page are placed similarly to the previous with the name of the city in the center. The word is harmonically inscribed into the thematic picture with deep and magnificent Nordic forest. The subheading presents the motivating line whose message naturally combines with the image and the associations set by the city.

 

The onboarding landing page applies simple structure recognizable for users. The left part of the header features a clickable logo BCG taking users to the home page. The header menu allows people to see the full list of cities, go to the blog or learn the maps. Also, the service provides the registration feature. The search icon completes the header.

 

The vital part of any city guide is the description copy. Since the pages are focused on the name of the city, short copy is placed at the left bottom part of the page. CTA button under the text provides users with an opportunity to read more if they are interested in detailed information. The users can also find social network links easily in the footer.

 

The final stage of work on the landing page was the animation of the presented layouts, accomplished by motion designer Kirill Erokhin.

 

Big City Guide animation tubik

 

The static variants of pages have different colors of the background, but in the final animated version, all pages are united with one color. Smooth animation adds the dynamic nature of traveling and supports the feeling of consistent interaction. Navigation through the pages can be accomplished in two ways: via navigation button and with the help of progress bar placed on the top of the page. They both use the same contrast color to keep the visual consistency and make all the ways of navigation clear.

 

As we can see, despite the fact that all cities differ by style and energy they bring, the designer managed to keep them in a single tone creating the feeling of the website unity. Moreover, such a construction of the landing page makes it flexible for further alterations, for example, adding more pages of the cities which are particularly popular with readers of the website.

 

Tubik UI Fridays go on for more concepts and case studies we will share with you soon. So, follow our blog and Dribbble not to miss the updates.


Welcome to see the designs by Tubik Studio on Dribbble and Behance

graphic design tutorial tubik studio

Onboarding Tutorial Design: Greet, Inform, Engage.

The well-known quote by Chinese philosopher Lao Tzu says: «A journey of a thousand miles begins with a single step». When applied to numerous digital products, this simple yet powerful truth works the same way: the story of dealing with the app or a website starts from the first impression through the decision on trying to the actual interaction. All this process usually takes a little time but it’s often crucial to set the bonds between the user and the product. So, today let’s look a bit closer at onboarding process, starting from the popular technique of introducing the app to the user — onboarding tutorial.

 

ui animation design tubik

Social Network Tutorial

 

What is onboarding?

 

First of all, let’s look through the basic terminology. The concept of onboarding basically comes from the sphere of employment and HR: it is used to mark the number of steps and techniques aimed at helping newcomers to adapt to the new conditions and get comfortable to bring out good results. It’s not a secret that for many people trying something new is a sort of stress which demands some effort and consideration, so a little help could make the decision-making process easier and more harmonic. Special tactics enable to correct possible inconveniences and make people more confident at the new place, which means they become productive and socialized with their colleagues faster, bringing benefits to the company.

 

The advent of digital products as an integral part of everyday life absorbed this idea together with the term immediately. In this sphere, onboarding is the number of techniques and interactions whose objective is to comfort user and give the first concise introduction of the product.

 

One of the important issues which should be made by a designer working on user onboarding is thinking over the clear priorities. Users have limited time which they are ready to devote to learning how the product works before starting actual interaction with it. Moreover, people have limited capacities of working memory, and setting the priorities, creators of the product decide which dose of information is needed for this or that stage instead of trying to give the big amount of data at once making the user confused or embarrassed. In one of the recent articles in Adobe Creative Cloud Blog, UX researcher and cognitive psychologist Rob Youmans, who is YouTube’s Head of UX Research Sciences, says “When it comes to design, the place that I see primacy and recency in particular is in terms of onboarding. When you start to learn about a new product there’s often a tutorial, wizard, instructions or something. It’s wise for designers to consider primacy and recency in this context because you’re going to want to put the most important information first or last if you’re hoping that someone is going to remember them later as they use your product or system.”

 

What is onboarding tutorial?

 

Onboarding tutorial is the set of screens which are shown to the user in case of the first interaction with the product. In the vast majority of cases, designers apply 3-4 screens telling the initial information about the product to the new user. App tutorial is the sign of respect to the user: it gives the quick insight into what problems the app solves, how it can help the user and what benefits it gives. Surely, it is a good technique of boosting usability from the first minutes of interaction if it’s informative and clear.

 

tutorial_design_tubik_studio

Shauts App Tutorial

 

Why do you need the tutorial for your app?

 
Three basic functions of an app tutorial for easy onboarding could be described as following.

 

Greeting

 

App tutorials set the first contact between the user and the app. It is an act of introduction, in most cases imitating real communication starting with a greeting like «Hi!». It is especially actual when the app has a mascot or character which becomes a direct subject of communication with a user. Still, it’s important to be extremely careful and make the greeting as short and quick as possible not to distract users too much from the essential information.

 

Information

 

This is perhaps the most precious part of the tutorial mission for the user. First of all, the tutorial is a tactic of user onboarding, so it should inform users about the benefits they get using this product or basic operations they are going to do. User research and clearly set USP of the product will help the designer and copywriter to find the ways of providing the vital points quickly to the users.

 

Engagement

 

Another benefit of the tutorial is making it a foundation laid for building solid desirability of the product. Tutorials can quickly show the user the most beneficial sides of the products engaging them to try and tolerate with possibly hard first steps into unknown. Moreover, designed nicely, the tutorial provides the first insight into the style and appearance of the product which is (should be) based on the target audience research and becomes another hook boosting interest to see more. In most cases, users are visually driven and even more — aesthetically driven creatures: we tend to get interested with what appeals to our ideas of beauty and harmony or sets particular emotions via visual performance. And tutorial becomes a favorable way to set this approach from the first seconds.

 

tubik toonie help screens interaction

Toonie Alarm tutorial

 

What are the points to consider for tutorial design?

 

The structure and content of the app tutorial are surely highly individual for every particular project. As we mentioned in the articles devoted to UX research and creative stages of app design, there are numerous factors influencing the design solutions depending on three major perspectives: user needs/ wishes/ expectations, product nature, and business goals. Being the initial site of introduction of the product to the user, the tutorial is also the point of analysis and creative approach to presenting the essential information in the way which is dynamic, edible and attractive to the target user.

 

Custom images or illustrations

 

Most people perceive and decode images faster than words. It makes usage of illustrations logical and rational for app tutorials which have to give the information quickly. In the article devoted to the benefits of illustrations in UI, we mentioned that in the case of tutorials, illustrations, be it photos or originally drawn images, fully reveal their potential in explanation and clarification. The options can be totally diverse from simple icon-like to artistic and sophisticated artworks. Illustrations of this kind become a good way to boost usability minimizing the necessity of using the copy on the screens. They are particularly efficient in apps for kids and youngsters as they usually feel this sort of explanations more user-friendly.

 

travel app tutorial tubik studio

Travel App Tutorial

 

Design trends of the recent year have demonstrated the increasing popularity of custom illustrations created for the specific interfaces. App tutorials became the favorable ground featuring the variety of styles and approaches. In many cases, illustration becomes the center of the composition and its aim is to present a specific feature or benefit in an attractive and easily decodable way. Another popular approach is applying a mascot, which is a character imitating the flow of real communication with the user and setting emotional bonds.

 

Illustration Saily Tubik Studio design

Saily App Tutorial

 

Copywriting and typography

 

In the case of tutorials, words are power. However, there are two simple rules to support this power: tell them short and make them helpful. No secret, that writing a short informative sentence is much harder than writing a long one: you have to find the effective way not to waste those precious seconds which user is ready to devote to reviewing tutorial screens. If it’s possible, involve the professional copywriter who will find the way of creating copy for the interface that makes every single letter count. Make your homework, take time and effort to create the concise, attractive and clear copy which applies the language appealing correctly to target audience and corresponding to the objectives set for the product. As well as designed solutions, the copy should be tested as much as possible to find the shortest ways of informing users.

 

One more aspect that designers should bear in mind is that copy is one more visual element of design. As well as the icons, fields, buttons, illustrations, toggles and the like, it literally occupies the part of the screen or webpage as any other graphic component and influences the general stylistic presentation of the app or website. Furthermore, the success of the efficient copy directly depends on such design solutions as the choice of types and fonts, background, placement of the copy. All the mentioned aspects greatly affect the level of readability, so when they are done inappropriately, the copy will lose the chance to get all its potential applied, even being highly meaningful.

 

graphic design tutorial tubik studio

Singify App Tutorial

 

Animation

 

One more method to make tutorial not only informative but also attractive and engaging is applying animation. Motion makes interaction more dynamic, it is able to breathe life into the interface, amaze and catch user’s attention. One more good point is that animation can make the important details more noticeable. On the other hand, motion can increase the time and traffic needed to get it loaded, so it should be wisely applied and discussed with developers in the aspect of its technical realization.

 

ui animation design tubik

WaykeApp Tutorial

 

Clear page/screen indicator

 

Usually, tutorials consist of several screens, each devoted to one point or benefit to present. It’s vital to remember that from this very start of interaction users should know where they are and how long is the path. Page/screen indicator is a good and simple way to inform users about the flow of the process, and it shouldn’t be neglected.

 

Ability to skip

 

Another thing to consider is the choice of skipping the tutorial. Not all the users need it, even using the product for the fist time, so for some products, it could be reasonable to give them the ability to skip the tutorial. The decision upon this function has to be done on the basis of testing and analysis of the target audience.

 

underwater world encyclopedia design tubik

Underwater World Encyclopedia — section tutorial

 

In the bottom line, it’s vital to remember: in the interface, all the details count. Well-known proverb checked by many generations says: a good dress is a card of invitation, a good mind is a letter of recommendation. Surely, if the presented product is nothing good or helpful for the user, whatever good the tutorial will be designed, it won’t save the situation. However, if the product is user-friendly and problem-solving, app tutorial gives another chance to make the introduction smooth and pleasant. Good dress helps to impress — and thought-out app tutorial can easily prove it.


Welcome to see the designs by Tubik Studio on Dribbble and Behance

color theory design tubik

Color Theory: Brief Guide For Designers.

Many people think the choice of colors for UI mostly depends on the designer’s taste and sense of beauty. However, the process of the color selection is more complicated than it seems and plays a significant role in design. In one of our previous articles devoted to color psychology, we’ve found out that colors have the great impact on our mood and behavior. That’s why the success of the product depends largely upon the colors chosen for the design. The research provided by Colorcom showed that it takes only 90 seconds for people to make a subconscious judgment about a product and between 62% and 90% of that assessment is based on color alone. So, the appropriately chosen colors can be useful on the way of improved conversion for your product as well as advance usability of the product.

 

To create good design and employ colors more effectively, you need to understand how colors are formed and how they relate to each other. That’s why students at art schools, colleges and universities study the science of color theory devoted to colors’ nature. Today, we offer you to remember (or maybe even learn) the basics of color theory about the color combination which can be effectively applied in your design creating process.

 

Color Wheel

 

If you had any lessons related to painting, you must have seen the circle consisting of different colors. It is called the color wheel which helps to understand how different colors relate to each other and how they can be combined. The color circle is usually built of primary, secondary and tertiary colors. The primary are those three pigment colors that can not be formed by any combination of other colors. Combining primary colors, we get the secondary ones, and the mix of the primary and secondary colors gives us the tertiary colors which usually have two-word names such as red-violet.

 

color-wheel-2

Source

 

The color circle was created in 1666 by Isaac Newton in a schematic way and since then it has gone through many transformations but still remains the main tool for color combination.The main idea is that the color wheel must be made that way so colors would be mixed appropriately.

 

Color models

 

Before you start mixing colors you need to understand that color has two different natures: the tangible colors which are the surface of objects and the others which are produced by light such as the beams of TV. These types create two color models by which color wheel is formed: additive and subtractive.

 

The additive color model considers red, blue, and green as primary colors so it’s also known as RGB color system. This model is the basis of all colors used on the screen. The combination of primary colors in equal proportions of this system produces secondary colors which are cyan, magenta and yellow, but you need to remember that the more light you add, the brighter and lighter the color becomes. Results obtained by mixing additive colors are often counterintuitive for people accustomed to the subtractive color system of paints, dyes, inks and other tangible objects.

 

The subtractive color model obtains colors by the subtraction of light. It consists of two color systems. The first is RYB (red, yellow, blue) also known as artistic system often used in art education, especially in painting. RYB was the basis for the modern scientific color theory which determined that cyan, magenta, and yellow are the most effective set of three colors to combine. This is how the color model CMY has been formed. It was mostly used in printing and when the photomechanical printing included black ink, the key component, the system was named CMYK (cyan, magenta, yellow, and black). Without this additional pigment, the shade closest to black would be muddy brown.

 

difference-between-RGB-and-CMYK

Source

 

Additive vs subtractive

 

You should remember the major difference between these two systems: additive is for computers and subtractive for digital screens. If the design project you are working on is meant to be printed, don’t forget the simple but crucial rule: colors you see on the screen never look the same in print. Additive color spectrum is wider than CMYK, which is the reason why designers are recommended to convert their projects to the subtractive system of colors before printing so that they could see the result close to what they would get. However, if you work with digital products, RGB color system is the wise choice because it allows creating amazing things with its wide color spectrum.

 

Color Harmony

 

The word “harmony” usually associates with something orderly and pleasing. The color harmony is about the arrangement of the colors in design in the most attractive and effective way for users’ perception. When colors are organized, viewers feel pleased and calm, while disharmony in design gives the feeling of chaos and disgust. The color balance is vital in design since users make their impression of the website or application by the first look, and colors have the big influence. Designers distinguished the basic color schemes that work effectively.

 

Monochromatic

 

It is based on one color with various tones and shades of it. The monochromatic harmony is always a winning choice since it’s hard to make a mistake and create the distasteful color scheme.

 

business cards design

Deetu Business Cards

 

Analogous

 

To create analogous harmony, you need to use colors located right next to each other on the color wheel. This type of color scheme is used for the design where no contrast is needed including the background of web pages or banners.

 

ui animation design tubik

Night in Berlin App

 

Complementary

 

The complementary scheme is the mix of colors placed in front of each other on the color wheel. This scheme is opposite to analogous and monochromatic since it aims to produce high contrast. For example, the orange button on the blue background is hard to miss in any interface.

 

buongiorno_roma_illustration_tubik

Rome Illustration

 

Split-Complementary

 

This scheme works similar to the previous one but it employs more colors. For instance, if you choose the blue color you need to take two others which are adjacent to its opposite color meaning yellow and red. The contrast here is less sharp than in complementary scheme but it allows using more colors.

 

bebright_app_animation_tubik_studio

Be Bright App

 

Triadic

 

When the design requires more colors you can try triadic scheme. It is based on three separate colors which are equidistant on the color wheel. To save the balance in with this scheme, it is recommended to use one color as a dominant, the other as accents.

 

halloween stickers toonie alarm

Toonie Halloween Stickers

 

Tetradic/Double-Complementary

 

The tetradic color scheme is for the experienced designers since it is the most difficult to balance. It employs four colors from the wheel which are complementary pairs. If you connect the points on the chosen colors they form the rectangle.The scheme is hard to harmonize but if you do everything right, the results may be stunning.

 

mobile app design tubik studio

MoneyWise App

 

Color theory is a complex science which requires more than one day to learn. However, it is vital to understand the basics so that you could create the effective design with the knowledge of what you’re doing.

 

Recommended reading

 

Here are some materials we could recommend for those who would like to get deeper into the topic:

 

Color in Design: Influence on Users’ Actions

 

Digital colour mixing explained

 

Color Systems — RGB & CMYK

 

Why Color Matters

 

Responding To Color


Welcome to see the designs by Tubik Studio on Dribbble and Behance

UI design Upper App

Time-Management Tips for Creative People

People often say that 24 hours are not enough to do everything they need. However, we can’t add a few more hours no matter how everyone wants. What we really can do is to use time properly. The process of organizing and planning your time is called time management. Today the appropriate use of time is more significant than ever before because we live in the world of strict deadlines and great demands. Time management helps us to be more productive and work smarter.

 

When you work in a creative industry, time management seems to be something far and impossible to do. Loads of work, lack of inspiration never allow you to feel free in controlling your time. Nevertheless, our bosses and clients expect us to be highly productive, so we cannot afford delays and mistakes and have to use our time in the most effective way. Today our article presents some practical tips on time management for creative workers.

 

faq set by Tubik Studio

 

Plan your day

 

Many of us coming at work may spend the whole morning surfing the social networks up till the lunchtime and then wonder where the morning hours have gone. The problem is that we rarely plan the day ahead so we don’t know which task, among hundreds needed to be done, to start with. The daily plan helps to organize the tasks and gives the review on how your day will come to pass. With the plan on hands, all you need to do for having a productive day is stick to the plan as close as you can.

 

It is useful to form your daily strategy in the evening before you sleep or in the morning before the workday begins. There are many ways to creating an effective daily plan. For example, you can write a to-do list in your datebook or take some notes on your smartphone. Moreover, today many apps make this process even easier. Here in Tubik, we know the value of time and how crucial the daily plan is for the efficient day. Recently, we launched our to-do list app Upper motivating users and boosting productivity. And it’s absolutely free for everyone.

 

upper app UI design case study

 

Prioritize the tasks

 

Creating your personal to-do list may become a problem when you have loads of tasks to accomplish. Of course, all the assignments given to us by our clients or bosses are urgent and all of them are usually marked as “to do as soon as possible” but we’re humans and it’s impossible for us to do lots of tasks at once. That’s why you need to think out the details and prioritize the important assignments. To set the priorities effectively, it can be good to answer to yourself objectively which project needs to be finished today and which can wait a bit more.

 

However, if you have a creative job, it’s not always possible to stick to your plan and accomplish the tasks in the right order. The artistic job heavily depends on inspiration and its absence can stop the whole process. In this case, creative people are recommended to have a fallback meaning the next project in the priorities. Switching to another kind of work can have the positive effect to your mind and creativity.

 

Eliminate distractions

 

If you’re a designer, a writer or an illustrator, your job includes using the Internet, full-time or partly. Of course, the net is the major source of useful information, but on the other hand, it is also the spring of distractions such as social networks and entertaining websites. Interfering the creative process, you can’t concentrate completely on the task meaning you are not able to do the job properly. Certainly, it is hard to eliminate all the web distractions since we need to check our emails or contact the clients, still, we don’t need to be online for 24 hours. In most cases, you can choose the certain time for this part of daily routine like 10 a.m and 6 p.m. and that is enough to keep up with the things going on and stay in touch with the customers.

 

copywriting for digital products

 

Track the time

 

It is said that happiness takes no account of time. Nevertheless, any project has its deadline and we have to fit it, so the count of time does matter here. To be more productive, it’s advisable to establish your own mini-deadlines for the tasks. For example, the task number one should be ready at 11.20 a.m, the next should be done at 13.00 p.m. Try to estimate the time needed for the specific assignment more objectively, do not overestimate yourself. Having a detailed schedule, you organize your time in the most efficient way and prevent your work from dragging on. Also, this helps your mind stay focused on what should be done right here and now.

 

Stop procrastinating

 

The majority of us constantly postpone our duties for a particular reason. However, sometimes it may turn into the chronic procrastinating when we do anything but work. This can’t bring any good to either you or your clients, so something has to be done about it. Here are several pieces of advice on how to reduce the procrastination in the workflow.

 

Don’t push yourself. Negative emotions never help. While you’re biting yourself for the moments of procrastination, you are not able to start work. So, the first step to take is to calm down and understand that everyone is keen to procrastinate. There’s nothing wrong with you.

 

Find out the reason. Every time we postpone tasks there is a reason standing behind it. So, when you feel like procrastinating you need to ask yourself why you are doing it. Is the task too boring, or complicated, or unclear for you? Finding a reason, you’ll be able to find the solution.

 

Split big projects into small steps. Consistently, when we have a big project ahead, it may seem a heavy burden which cannot be accomplished anytime soon. That’s why, it is always a good idea to split the project into small, clear, and simple tasks. You can also talk this through with the client and set the mini-deadlines which will definitely improve your workflow.

 

Stay focused. Multi-tasking has become a part of the routine for many of us a long time ago, but only a few people learned how to deal with it effectively. We often switch from one task to another, and as a result, nothing is done properly. Try to stay focused on one task at the time, so you could perform it as good as you can. Shifting to the other activity is effective only in case you are totally stuck and have no idea where to move next.

 

tubik studio design business

 

Be good, not perfect

 

Someone may say that perfectionism never hurts but it’s not completely true. When you constantly work under deadlines, the desire to make everything perfect may play a joke with you. Trying to avoid the smallest mistakes at the certain stage of your work, you lose the time reserved for the next steps. And when the deadline comes, you realize that you have 80% of a perfect design, while the client expected the fully accomplished work. To avoid such a situation, try not to get obsessed with the smallest details that are not vital for the task. Remember that you can always polish everything later if you need.

 

Don’t forget to enjoy your life

 

Creative job demands the creative energy, but the endless projects, meetings, brainstorming, and other work routines can make us tired no matter how much we love our job. It’s necessary to include time for relaxing into your schedule. An evening with your friends or in the gym can charge you with the positive energy and inspire you to do something new and wonderful. So, don’t forget to find the opportunity of having a good time.

 

tubik studio sketch photo

 

Using at least some of these tips, you can improve not only your workflow but everyday lifestyle too. Value your time and the others will do the same.
 

Recommended reading

 

Why Being A Perfectionist May Not Be So Perfect

 

19 Productivity and Time Management Apps for 2016

 

Deep Work: Rules for Focused Success in a Distracted World by Cal Newport

 

First Things First by Stephen R. Covey, A. Roger Merrill, and Rebecca R. Merrill

 

30 Time Management Tips For Work-Life Balance


Welcome to read Seven simple tips for beginners in digital design

color psychology in design

Color in Design: Influence on Users’ Actions.

Every single day we’re surrounded by various colors from everywhere. If you take a closer look at the things around, they may surprise you with a number of colors and shades. People may not notice how colorful everyday things are but the colors have the significant impact on our behavior and emotions. Today our article is devoted to the science studying this issue called color psychology. Let’s define the meaning of the colors and review some tips on choosing suitable colors for the design.

 

tubik studio design

 

What is color psychology?

 

It’s a branch of psychology studying the influence of colors on human mood and behavior. The thing is that our mind reacts on colors while we usually do not notice it. The moment our eyes perceive a color, they connect with the brain which gives signals to the endocrine system releasing hormones responsible for the shifts in mood and emotions. These days a lot of research is conducted in order to study the peculiarities of these reactions and there are already many theories useful to learn. Color psychology is helpful in many industries including business, marketing, and design.

 

The success of the product depends largely upon the colors chosen for the design. The properly selected colors help put users in the frame of mind that compels them to take action. The research provided by Colorcom showed that it takes only 90 seconds for people to make a subconscious judgment about a product and between 62% and 90% of that assessment is based on color alone. So, the basic knowledge of color psychology can be useful on the way of improved conversion for your product. Moreover, accurately chosen colors can advance usability of the product.

 

Meaning of colors

 

To convey the right tone, message and call users to make the expected action, designers need to understand what colors mean and what reaction they evoke. In one of our previous articles, we’ve demonstrated you the list of colors with brief descriptions of their meanings. Today we have prepared a bit more expanded list of color meanings in common use and in design.

 

Red

The color usually associates with passionate, strong, or aggressive feelings. It symbolizes both good and bad states of mind and soul including love, confidence, passion and anger. In design, the use of red color is an effective way to draw users’ attention. Also, it’s recommended to use red sparingly to avoid the negative reactions.

 

toonie alarm mascot design tubik studio

Toonie Alarm app tutorial

 

Orange

It is an energetic and warm color bringing the feelings of excitement. Orange combines red’s power and yellow’s friendliness, so it may bring feelings of motivation, enthusiasm, and love to life. Designers use the color if they need to give the spirit of creativity and adventure.

 

logo design tubik studio

fOxygenic Logo

 

Yellow

This is the color of happiness which symbolizes the sunlight, joy, and warmth. Yellow is thought to be the easiest color to visibly see. What’s more, it has one of the most powerful psychological meanings. Users seeing yellow colors in the design can feel the inspiration and confidence. Although, you need to remember that too much yellow may bring negative reactions such as the feeling of anxiety or fear.

 

stardust_bikers_webpage_ui_tubik_studio

StarDust website

 

Green

It’s often called the color of nature, balance, and harmony. Green brings calming and renewing feelings. Also, it is a sign of growth and inexperience. It has more positive energy than most other colors but sometimes it associates with materialism. Design in green colors perfectly suits to the products connected with nature.

 

Big_city_guide_Stockholm_tubik

Big City Guide: Stockholm

 

Blue

It often represents some corporate images since the blue is the color of trust. It usually shows reliability, may give users calming feelings. However, as a cool color, it also associates with distance and sadness, so designers need to keep it in balance.

 

design_for_business_tubik_studio_book

Design for Business E-book

 

Purple

Long associated with royalty and wealth since many kings wore purple clothes, it’s useful for presenting some luxurious products. It’s also a color of mystery and magic. It mixes the energy of red and blue, so it has a balance of power and stability. A big concentration of the color may distract users’ mind.

 

night_in_berlin_event_list_ui_tubik

Night in Berlin App

 

Pink

It is the color of hope, sensitivity, and romance. Pink is much softer than red, so it creates the sense of unconditional love. Pink is associated very strongly with youthful femininity, so it may be an effective color if the target audience is mostly girls and young women.

 

tubik studio app design

Dating App

 

Brown

The color of security and protection like the mother Earth. Designers commonly use brown as a background color in a variety of shades, from very light to deep. It brings the feeling of warmth and comfort to the designs. Also, it may be used to show the experience and reassurance.

 

jewellery_e-commerce_app_concept_by_tubik

Jewelry E-Commerce App

 

Black

The color has a great number of meanings. It associates with tragic situations and death. It signifies a mystery. It can be traditional, modern, serious. Everything depends on how you employ it and which colors go with it. Black matches well with any other color, so it’s ideal for the background. Designers often use it to set contrasts.

 

Bakery website animation

Vinny’s Bakery

 

White

The color means purity and innocence, as well as wholeness and clarity. White often associates with a blank sheet of paper motivating people to generate new ideas. However, too much white can cause the feelings of isolation and emptiness. In design, white is commonly used as the background color especially for the resources for which readability is a vital part.

 

tubikstudio ui animation website design

Bjorn website

 

Color meanings in branding

 

Colors are a vital factor for not only the visual appearance of products but also brand recognition. Nevertheless, in branding, colors tend to have more direct meanings than in common understanding. They can be briefly described within a few words, so here is the list for you:

 

  • Red. Confidence, youth, and power.
  • Orange. Friendly, warm, and energetic.
  • Yellow. Happiness, optimism, and warmth.
  • Green. Peace, growth, and health.
  • Blue. Trust, security, and stability.
  • Purple. Luxurious, creative, and wise.
  • Black. Reliable, sophisticated, and experienced.
  • White. Simple, calm, and clean.

 

realli_logo_animation_tubik

Realli logo animation

 

Color Preferences

 

Visual perception is quite individual for everyone. Designers need to remember that the color effects may be different because of the factors such as age, culture, and gender. First of all, people’s preferences can shift during the life whatever the object is, let’s say, food, clothes, music, colors and plenty of other aspects. It is caused by both mental and physical changes that happen to us across the lifetime. For example, children like yellow color pretty much, but as we become adults it usually seems less attractive. Faber Birren explains it in his work Color Psychology and Color Therapy: “With maturity comes a greater liking for hues of shorter wavelength (blue, green, purple) than for hues of longer wavelength (red, orange, and yellow)”. One more difference between children’s perception and adult is that kids can change their favorite colors fast, while adult color preference is usually non-malleable.

 

Also, designers need to consider that there are many cultural differences and color perception is not an exception. Sometimes cultures define colors diversely, for example, in Western countries, white color means happiness and purity, while in some Asian countries it symbolizes death. You can find many examples of how different may the meanings be in countries but it would take a whole article to tell about it, so if you’re interested in the topic, follow our updates on the blog since the post on this issue is coming soon.

 

Another point on the color preferences is gender. Many color studies have been done over the years and a lot of them say that the color preferences of women and men significantly differ. The Color Assignment group has conducted a deep research on this topic and many designers already use the results in the creative process. We’ve defined the most notable things from the research to share with you.

 

Blue is the top color. Both men and women of all ages think of blue as the favored color.The shades of blue such as cerulean, azure, beryl, cornflower blue, and sapphire are popular among women.

 

Brown and orange are in dislike. The first one considered less favorable among men, the second — among women.

 

Cool colors are preferred. Men and women favor blue, green and their tints in general.

 

Women like tints. When men prefer pure or shaded colors, ladies are good with tints.

 

Men prefer achromatic colors. White, black and gray are neutral colors and men are keen to choose them.

 

Favorite colors

 

favorite color on gender

 

Least favorite colors

 

least-fav-colors-gender

 

Source of charts

 

It’s vital to consider color preferences of the target audience while creating UI and UX design since it helps to avoid negative reactions and associations.

 

Points to consider

 

Color psychology is rather complex to understand and learn. However, it may become an efficient tool in designers’ hands helping to understand users and their demands. Summarizing the article, here is the list of useful things to consider:

 

  • Choose the colors wisely. They have a deep influence on the users.
  • Make sure your design and its colors convey the right message and tune.
  • Learn your target audience. The color preferences and meanings depend on many factors including age, gender, and culture.
  • Some colors may look different on the screens of different devices. Additional testing never hurts.
  • It may be a good idea to test the UI colors with representatives of the target audience.
  • Try to make the color combinations wisely, in the best way for the users’ perception.

 

Recommended reading

 

Here are some books and articles we could recommend for those who would like to get deeper into the topic:
 

Responding To Color

 

Birren, Faber., Color Psychology and Color Therapy.

 

Color Theory for Designers, Part 1: The Meaning of Color

 

Color Associations

 

Why Color Matters

 

The Psychology of Color in Marketing and Branding

 


Welcome to see the designs by Tubik Studio on Dribbble and Behance

UI research web and app design tubik

User Research. Empathy Is the Best UX Policy.

Starting any project, which is not their personal presentation but a product for users, designers should be deeply aware: they work primarily not for self-expression, not for showing their creativity to the world, not for creating something revolutionary new that will make the world go round in opposite direction. They work to solve users’ problems, satisfy their wishes and achieve business goals.

 

That is why it’s vital to establish who the potential users of the future product are and which their wishes and needs could be met. This is the time when the designer turns into the researcher to get as much information as possible and analyze it for the sake of user-friendly solutions in design and interactions. In our earlier articles, we have already mentioned the significant role of user research in creating problem-solving user-friendly designs, and today we suggest getting deeper into its definition, methods, techniques and benefits in the process of creating a digital product.

 

web design tubik studio

 

What is user research?

 

Generally, the word «research», being quite universal for the diverse spheres of professional activities, roots into the Old French word recercher meaning «seek out, search closely»; first, it was the verb and later transformed into the noun of the same semantics. The modern definition of the noun according to Cambridge Dictionary state the meaning as «a detailed study of a subject, especially in order to discover (new) information or reach a (new) understanding». This sort of activity is widely applied in a variety of sciences and practical fields, including informational architecture and user experience design.

 

Basically, user research is the comprehensive and multilayered activity whose aim is to collect information about the potential target audience of the product. Via a number of techniques, user researchers collect and then analyze the information obtained from real users, and this outcome usually allows the design team to work on the optimal solutions which will make the product user-friendly and attractive.

 

Therefore, user research means getting deeper into details of core target audience to understand their preferences and psychological peculiarities, the influence of different factors like colors, stylistic decisions, and logic of interaction on emotions and experience of the defined group, the sources of information and creative performance ways which could engage users and make them active. On this basis, visual design presumes to create the original and recognizable style that will make the product stand out of the crowd and draw potential customer’s attention.

 

User research is actually the way by which designer is able to step into the shoes of the user and go along his or her path feeling all the stones on the way. This is the way to create designs based on empathy — the ability to place yourself onto the place of the other person, to feel what they are feeling and see what they are seeing. This precious ability enables designers to create things which not only work well and look good but also do what the particular users need them to do.

 

web development

 

Why is user research needed?

 

Famous guru of advertising David Ogilvy emphasized the great importance of research for creating effective result: «Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.» Time has changed the means, goals and technologies, still, the vital role of research established even stronger. Neglecting the research stage and relying only on their creative intuition, experience and talent, designers risk failing this task as they will not know the conditions of the app functioning and will not be able to make it efficient, user-friendly and original.

 

As we mentioned before, designers who start creating a product just at once when they get the task are quite risky guys. There are plenty of things to do before the designing process itself. Ignoring those things can give the interesting but not viable result. It’s important to analyze the competition, to understand the target market, to find out the sources of traffic and potential expectations of the users before setting off. Otherwise, you can waste much more time on loads of inefficient variants.

 

Toonie Alarm UI design

 

When is user research applied?

 

Describing the typical stages of product creation process here in Tubik, we have mentioned the set of the following stages: setting the task and initial scope of works; estimation; user/market research; UX wireframing; prototyping; UI design; animation; software architecture planning; development; testing; release; updates. Still, it doesn’t mean that all these stages go one-by-one in this order — some of them are interconnected and some of them are spread around the whole creative process. User research is applied at several different levels of creation, somehow changing the perspective and the goals on the data which should be obtained and analyzed.

 

We would mark out three typical stages when user research is a must-do essential for creating the efficient design.

 

Pre-design research: this is actually the initial stage of the creative process when designer working over the project is exploring the requirements of the stakeholders and collects the maximum information about the target audience.  As well as in a scientific project, the scientist collects and analyzes the heritage of the previous specialists involved in the sphere to make the product actual, the UX designer needs to do the same to offer the solutions correspondent to what users need and want.  This is the time to talk, read and analyze a lot. This is when the designer needs to dive into psychology and behavior, together with the stakeholder set the goals of the product and investigate the factors which influence choices in this domain. Certainly, with every next project and each next dose of experience, the designer can get accustomed to user research techniques and needs less time for them. However, there never comes the day when the designer doesn’t need any time for research as long as every project has its unique requirements and its own USP which should be enlightened by design.

 

In-process research: it is applied at different stages of the actual design process when, having the chances to interact with users, discuss their wishes, watch their behavior and analyze the problems they have, designers explore the offered solutions in action and on that basis can alter some positions of their research and add more efficiency to the user interfaces.

 

Real product research: this is the another level of research applied to actually existing digital product users operate with. Applying various techniques of user testing, designers collect actual experience, analyze it and make improvements in terms of real cases of the product usage in different environments and conditions.

 

UI design Upper App

 

What are the dimensions of user research?

 

Certainly, there are numerous approaches to the process of research. Among them, we would like to draw your attention to the dimensions outlined by Nielsen Norman Group, highly experienced in the domain of research and analysis and regularly sharing their findings in this sphere. They offer to view the methods of user research along a 3-dimensional framework with the following axes:

  • Attitudinal vs. Behavioral
  • Qualitative vs. Quantitative
  • Context of Use

ux-landscape-questions

 

As we can see from the scheme, attitude is what people say while behavior is what people do. In real life, they are often different things and aspects, due to numerous reasons like individual traits of character, temper, education level, age, gender, beliefs and so on. Another opposition presents qualitative analysis, which is usually measured by definite numbers (like «how many clicks the user makes before accomplishing the payment») and qualitative analysis («why user can leave the page without registration and how this problem could be fixed»). And the context of use analyzes all the additional factors which can influence the outcome of interaction with the product, for example, is the user goes along the preliminary given script or interaction is full improvisation.

 

Analyzing the data in terms of different dimensions, designers are able to take the comprehensive outcome enabling to make solid decisions about the interactions and visual performance.

 

What are the methods of user research?

 

Today, user experience design has already grown into a sphere with the considerable background of project and research cases, which have resulted in the extensive set of different research methods. Some methods are used on a regular basis, some are more rare and specific, yet it’s good for designers to be aware of a variety of them. Let’s briefly review the popular ones.

 

Interviews. Perhaps the most widely spread method when, having set the target audience of the product, people involved into the creative process interact directly with potential users and ask them questions to collect information. The quality of questions is the issue of high importance here. It’s effective to apply both close (yes/no) and open (giving the detailed answer) questions to let users provide diverse information.

 

Personas. The technique which has been applied in marketing and sales for a long time with client/buyer personas and now has transformed into a new perspective of user personas. With this technique, designer collects the data about the potential target audience, its psychological and behavioral preferences and habits and creates a bunch of imaginary users with these characteristic. On the ground of this data, the designer models users’ interactions with the product and possible issues that can arise in the process.

 

Sorting cards. This technique is effectively applied in cases when designers deal with the products presenting complex interfaces and variety of diverse content. The users are asked to categorize the content and set the hierarchies. In this way, the designers obtain the data showing how users see this sort of content and what way of its organization would be efficient for quick and easy navigation around the app or website.

 

Surveys. Another traditional method of scientific and social explorations when users are offered the set of questions. Answering them, users give the actual information enabling designers to understand their preferences and wishes deeper.

 

Focus group. Popular method presenting the moderated discussion of the product, its features, benefits and drawbacks within the group of people potentially close to the target audience. Altering some characteristics of the group, for example, age, gender, education level, tech literacy, researchers can receive the variety of data and see how these features can influence user behavior.

 

Task analysis. The method exploring the tasks and goals which users have interacting with the product. Understanding what users want to do enables designer to consider the fast and effective ways to achieve these goals.

 

Eyetracking. Special devices enable the designer to review which zones of the website or app users interact with more actively and use these zones in the most efficient and informative way.

 

Participatory design. Users are offered the set of elements for the layout and can suggest their own vision of the construction.

 

Clickstream testing. The analysis of the most clickable parts of the layout with the aim of designing clear interactions and reveal the problems.

 

A/B Testing. The users deal with one variant of design (version A) for some time and then another variant (version B) while the researcher collects the information along the necessary metrics and makes the conclusion about the efficiency of the versions.

 

Daily Reports. The user is asked to interact with a product for a particular period providing the reports on a daily basis. This helps to check the usability of the product in the perspective of long-term use.

 

Desirability testing. The users are usually offered visually and stylistically different versions and provide the feedback which version they would prefer and why.

 

design navigation UI UX tubik studio

 

What are the important points to consider in user research?

 

Collecting the data about user behavior and preferences via diverse methods and techniques, the designer has to take into account the following factors:

 

— the environment of use (the factors of using the product indoors or outdoors, the level of light, noise, available time and tons of other things can have an impact on design solutions)

— factors of intrinsic motivation (the internal personal stimuli moving the person to act)

— factors of extrinsic motivation (the outer factors of getting a reward or avoiding punishment that encourage people’s behavior)

— longevity of the product (based on the period for which the product is planned for use: if it grows together with the user or is applicable only in a particular age).

 

It’s should be remembered that removing the mistakes in design, even if its already high-fidelity level, is faster, cheaper and less painful for users than fixing negative issues with already launched and operating product.

 

The bottom line is simple. Don’t be lazy to research vital points of the project before you start designing. Don’t fancy doing the research? No problem, go to duck and dive in loads of baseless concepts instead of going along the solid path of understanding the user’s needs and wishes. Just don’t forget: it’s not you who decides that the product is successful, it’s not even other designers or stakeholders. It’s users. So, empathy is the best policy.

 

Recommended reading

 

Here are some articles we recommend for those who would like to get deeper into the topic:

 

Complete Beginner’s Guide to UX Research

 

When to Use Which User-Experience Research Methods

 

User Research Basics

 

Pareto Principle-Based User Research

 

How To Conduct User Experience Research Like A Professional

 

Open-Ended vs. Closed-Ended Questions in User Research

 


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