Tag Archives: user experience

dance academy landing page design

Hit the Spot: Design Strategies for Profitable Landing Pages.

Every traveler knows it’s hard to find more annoying and upsetting experience than landing in the wrong place. It wastes the precious time and effort on looking for the needed spot right when you are full of nice expectations and ready for the best. No wonder, this story isn’t different when users go to the virtual journey around the Internet, especially having particular goals and destinations in mind. So, today let’s discuss how to make their landing soft and effective.

 

Definition of a landing page

 

In general terms, the phrase «landing page» was created by analogy with a landing spot in the physical world: in the web, it initially marked any page on which the user «landed» while surfing the Net and started their journey around the website. The phrase is still used in this meaning in terms of web analytics. However, more specific understanding of this term has become increasingly popular and widely used by not only designers but also marketing specialists. Today the term is used for a web page designed with a focus on specific relatively narrow goal and a quick way of accomplishing a particular action.

 

As for the goals, they can be different, still, the biggest diversity of landings is found in e-commerce sphere. This is the field in which they play the great role both for users and stakeholders, presenting the specific commercial offers without distraction in a helpful and attractive way. Creating special pages for every case means giving users directions, which is especially useful for big e-commerce platforms with hundreds or even thousands of items. Directing all the traffic to the home page in the case of such websites can open the big gate to poor user experience, especially when users come from particular marketing campaigns in outer resources. The risk is high that they will get lost immediately in the overwhelming amount of content and links on the home page or their attention will be driven away so the purchase won’t be finalized.

 

Furthermore, there are also many other cases beyond e-commerce when landing pages present a good point to consider: they can present the mobile applications or educational resources, promote events and meetings, make the announcements, introduce the communities or just share information. Anyway, the design process for any landing page starts from setting the clear and concise aim which should be achieved with its help.

 

tubikstudio ui design dark background

 

Conversion as a key metric

 

One of the core characteristics measuring the efficiency of a landing page is conversion. In basic terms, it is the outcome, the achieved goal which is set for the landing page. Conversion is the transformation of passive users into active, from reading, considering, watching and comparing to actual buying, downloading, trying, subscribing etc. Measuring conversions and improving landing pages to get this rate higher is the way to problem-solving design helping users and supporting business strategies.

 

As e-commerce presents the highest diversity of landing pages now, the most frequent way of conversion is the actual purchase while the most popular call to action is «Buy». However, the presence of the Internet in human life is growing constantly an plays a significant part in daily operations on professional and personal levels. On that ground, the variety of conversions also reflects diverse goals — except buying something, users can be called to:

 

— download the mobile application

— read more about the presented issue

— subscribe to updates

— download a free ebook, templates, graphics or other deliverables

— start the free or discounted trial of the product

— leave the comment or share the opinion

— share the information with friends and followers in social networks

— browse the educational or informational resource

— fill in the form or survey etc.

 

Obviously, conversion as the finalized action the user is navigated to is not the only function of a landing page: it is also effective as a general supporter of brand awareness and recognizability, due to the original design or special features it can even be a part of viral marketing campaign. Still, the most important outcome of all the effort invested into its creation and maintenance is ultimately measured via conversion rate, with the number of users who actually did the action they were called to.

 

UX design process tubik

 

Design strategies

 

No doubt, all the design projects are highly individual and require solutions based on the specific case. Nevertheless, on the basis of our diverse creative practice, we have collected the set of general ideas useful for work on efficient landing pages.

 

Clear goal and structure

 

The core difference between the home page of a website and the landing page with the specific offer is in their strategic use. The home page sets the global point of departure enabling the user to take a variety of routes around the website, while the landing page is focused on one particular aim which should be effectively presented and easily achievable. Therefore, the first step at designing converting page is setting this particular goal and building the page architecture which will navigate the users to the ways of achieving it.

 

Targeting

 

In the article about business-oriented design, we defined targeting as the strategy and techniques of researching the particular target audience to find the best and the shortest ways to attract their attention to the specific product or offer.  A landing page is the effective marketing tool when it’s based on the needs, preferences, and expectations of the target audience. Even more, these web pages allow companies to set multiple landing spots for various target users on the basis of:

— geographic targeting

— gender targeting

— psychographic targeting

— demographic targeting

— behavioral targeting.

 

There are many practical cases when companies changed some parts of the products, their names or even set the new brands to sell successfully in different countries with the diverse cultural background. The same can be done with landing pages:  for example, the page offering the same smartphone can look and talk differently to the users from different countries, taking into account their perception of colors, copy, priorities in product features and trends on the local markets.

 

gym landing page concept by Tubik

Gym Landing Page

 

Functional minimalism

Getting back to the metaphor with the physical landing of an aircraft, it’s hard to imagine how it could safely land on the place which is heavily stuffed. For soft landing, a clear spacious spot is a vital condition. For landing page, it works the same way: attempts to overload it with everything bring to a negative result. In most cases, minimalist design based on core functionality and visual elements easily navigating the user to the CTA proves itself a good approach.

 

Maximum attention ratio

Attention ratio is the level of concentration on a particular task or goal. No need to explain that for a landing page is should be as high as possible. Too many elements of interaction will provoke distraction lowering the chances of conversion: the more options users have simultaneously, the harder it is to make the choice.

 

Instantly visible call-to-action elements

CTA or call-to-action element presents the most valuable interaction element of a landing page as it is actually the spot where conversion happens. It should be instantly visible, which can be done via color or shape contrast, and informative, which is usually achieved with proper copy or icon, or both.

Tubik studio UI animation

Museu landing page 

 

Harmonic color palette

Colors and shades chosen for a landing page are not objects of designer’s creative self-expression: they are as much influencing the conversion rate as any other design element and sometimes even more than others. It’s not just aesthetic satisfaction which users can feel seeing the presentation but also the hidden message which can be transferred via traditional associations in color perception. So, colors should present the combination pleasant for user’s eye, emotionally appealing for the target audience and establishing the effective visual hierarchy of the layout.

 

Corresponding typography and good readability

As well as colors, fonts also tell much not only with the copy hidden behind them but also with associations and emotions they bring out. Typographic hierarchy and well-balanced font combinations have a big impact on the readability of the page which can directly influence the conversion rate. Landing page is not the spot on which users are ready to spend much time so poor readability can drive them away before they make a decision or understand if the offer corresponds to their needs. Being an integral part of the general stylistic concept, appropriate fonts can also contribute much into effective visual performance catching users’ attention.

 

Strong and consistent branding

Landing pages are widely used as the part of web marketing strategy so they should support the general scheme of brand promotion. Coming from outer resources, social networks, advertisements, users need to feel and see the consistency of brand image to be ready to trust it. So, identity elements like logo, slogan, mascots, corporate fonts and colors should be taken into account.

website design for photographers

Photography Workshops landing page

 

Prominent theme image

No secret, most users are visually driven and they scan the web page in a couple of seconds perceiving images much faster than copy. An appropriate theme image, be it a hero banner, original illustration, high-quality photo presenting a product or service, is a good way to attract users and get them interested as well as inform about the nature of the promoted offer. Images of this kind save users’ time, send them a quick and appealing message and add much into aesthetic side of the presentation.

 

Engaging and attractive scroll animation

Although there is a big army of those who find animation an unnecessary feature overloading user interface and making it more complicated, most users expect motion as an integral part of interaction experience. Scroll animation applied wisely can add life and style to the landing page and become another attractive feature stimulating positive emotions. Also, motion creates the feeling of one integral smooth interaction with a whole page rather than several separate parts. 

 

dance academy landing page animation

Dance Academy landing page

 

Visual hierarchy of copy content

Copy content is another aspect which has to be well-thought. A designer’s task here is to think about edible copy presentation framed into a clear visual hierarchy: sizes and placement of copy blocks, instantly scanned headlines and short concise call-to-action elements directly influence the level of conversions. The length of copy on landing pages is a debatable issue: focused goals behind the landing page doesn’t always mean that each time it should contain a minimal number of words. If it presents a famous company product or service or informs about special offers, short and strong copy can be enough to encourage users. However, if a new unknown product or service is presented, it is often useful to provide users with more information persuading them to follow the call to action. Anyway, the presentation of the copy has to be designed for good readability and scannability of the page.

 

No information overloading

Based on the previous points, creative team working on a landing page — designers, copywriters, marketing specialists etc. — should agree upon the priorities and define the core benefits users must see. Trying to overload the page with all the possible data about the offer, you risk overwhelming them so much that they can start hesitating or even get annoyed. Core information fields included in the landing page usually cover:

— the general introduction of the presented offer

— concise and informative description of the benefits solving user’s problems

— testimonials and signs of trust

— clear call to action.

 

If the offer is quite complex and it’s hard to describe all its benefits shortly, the good solution can be found in dividing the page into several theme blocks with separate interactive elements ( buttons, fields, links etc) enabling users to get further information or help quickly but on the other page.

landing page animation Tubik studio

magic.co landing page

 

Promotional video

In one of our recent posts, we have given insights on the benefits of short promotional videos for the presentation of products and services. The big advantage of this technique is the high speed of perception, emotional feedback and big informative potential of the video in comparison with copy. On the other hand, creating the video can be more time-consuming and require the bigger budget, so the efficiency of this element should be analyzed in business perspective to see if it’s really profitable for every particular case. 

 

High loading speed

None of the mentioned strategies will work properly if technical side of the interaction is neglected. Whatever stylish, sophisticated and informative is the landing page, it won’t make users put up with waiting while it’s loading. The matter here is really in short seconds, without any exaggeration. So, optimization of the images, thoughtful technical realization of motion effects, quickly loading video and fast transitions if they are applied — all of these and similar factors can have a crucial effect on conversion rates. Respect the users’ time otherwise they won’t be quick to trust you.

 

free design books landing page

Tubik Magazine landing page

 

Obviously, the presented list doesn’t mean that all the mentioned strategies should be applied together on every page. Each project demands individual approach based on rigorous analysis of the target user expectations, needs, and preferences combined with business goals. When the page is live, A/B testing and analysis of real interactions open the new perspectives and prove if designer’s initial decisions were appropriate for the established aim.

 

Landing page vs Home page

 

Should all the traffic from outer sources be directed to a home page or landing pages? We have already shared our ideas with the set of strategies for home page design. The answer considerably depends on the nature and complexity of the website. The issue to consider is the user attention and its concentration on definite areas of the websites in terms of solving a particular problem or satisfying particular needs.

 

For simple one-page websites this question is not actual: indeed, they represent only a home page which satisfies one or multiple functions and there is no other place where the traffic could be directed from the outer sources. The same happens if the website is not complex, home page in not overloaded with diverse links and navigation elements, so conversion can be reached right from the home page while other pages play secondary roles. In this case directing all the traffic to the most informative part of the site, which also enables a user to accomplish necessary action and get what they need, is a good idea.

 

However, for complex websites and platforms, especially if they satisfy multiple needs of broad target audience, this approach can be the step killing profitability and reducing conversion rates. The user can get scared, distracted or even annoyed with the tons of information they have to get through to find what they need, especially if the needs or wishes are focused on a particular narrow goal. Using landing pages in the case when you need to concentrate user’s attention on something important, to make it noticeable and easily available can be the efficient way of solving this problem. A landing page is a tool to emphasize one item, to make it quickly found and reduce delays in cases when target user seeks for specific operations, services or items. This is the issue of especially high importance in the case of e-commerce websites when unwise design solutions bring to poor user experience and financial losses. The choice of a profitable approach in every case should be based on user research and then thorough user testing.

 

big city guide web ui design

Big City Guide landing page

 

Recommended materials

 

Diverse issues of applying landing pages have been an object of professionals’ attention. In terms of design issues, here’s the bunch of articles for those who would like to continue the topic exploration:

 

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

 

Landing Page Conversion Course (9 parts)

 

Classic landing page mistakes you’re probably still making

 

Landing Page. Direct Flight to High Conversion.

 

The ultimate guide to designing landing pages that convert

 

What Happens When You Analyze 100 Landing Page Examples?

 

10 Key Landing Page Features That Draw in Prospects

 

7 Landing Page Call-to-Action Formulas for Higher Conversions

 

Want Conversions? Start with User-Friendly, Useful Landing Pages


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Welcome to read or download free e-books about Design for Business and Problem-Solving Web Design

UI icons in interface design tubik blog

Small Elements, Big Impact: Types and Functions of UI Icons.

Icons in user interfaces are the elements that cannot be overestimated. Small and meaningful, they solve numerous problems. They become little keys to usability and intuitive navigation. And only designers know how much time and effort is needed to make them simple, helpful and expressive.

 

Guru of user experience design Steve  Jobs said: «Details matter, it’s worth waiting to get it right.» Obviously, icons are on the top of details making interface usable and navigable. So, today let’s discuss what are their types and how they can be used in interfaces.

 

Definition

 

In general terms, an icon can be defined as an image which has a high symbolic value and is used for the purpose of communication. Icons present signs which are informative and support data exchange between the informer and addressee alongside with words and sentences: while copy is served with letters or characters, icons communicate via the images showing pictorial resemblance with an object of the physical world. In computing and digital design, icons are pictograms or ideograms used in the web or mobile interface to support its usability and provide the successful flow of human-computer interaction.

 

Diving into the benefits of icons, one of the most important among them is the ability to replace the text. In one of our earlier articles, we gave details about the relations of copy and icons and their influence on usability. The process of the research showed that usage of recognizable and clear icons had a great potential in strengthening navigation as most people perceive images faster than words. However, even the slightest misperception can become the reason of poor UX so the solutions on the type of icons should be carefully tested to reach the good balance of icons and copy for a particular target audience.

 

weather app design UI

 

History

 

Obviously, icons weren’t invented by interface designers. As an object of communication, they have a long and diverse history rooting in ancient times. They are found in maps, signs, schemes, manuals and many other sources of information. However, with the advent of new technologies and graphical user interfaces, icons experienced the new twist of progress. Historically, Xerox is mentioned in credits for creating the first icons for a graphical UI in the early 1970s: the icons were implemented in a machine called Xerox Alto which was very expensive and didn’t really go to the wide masses. Still, that was a beginning of a long story: in 1981, Xerox Star was released and it’s referred to as the first consumer computer which used icons as a part of its interface. In particular, it applied the icons of folders and trash bins which have been used so far.

 

icons xerox star

Source

 

Another milestone easily remembered on this way is presented with the color icons Apple revealed first in 1991 and then later with their further updates for Macintosh. They featured another approach to the style when icons combined functionality and informative capacity with attractive and harmonic appearance.

 

icons apple machintosh

Source

 

These days icons are presented in digital design with numerous packs and sets in all the themes and styles possible. Although there are many ready-made packs, the database of icons is growing all the time in search of new solutions appealing to users.

 

Talking about the classification of icons, we can mark out several aspects of grouping them on types.

 

Types based on functions

 

Clarifying icons

These are the icons aimed at explanation. They are visual markers explaining particular features or marking out categories of content. In some cases, they are not the layout elements of direct interaction; also, you can often find them in combination with copy supporting their meaning. This trick activates multiple elements of perception in one interaction providing better recognizability for call-to-action elements. People, who instantly understand the symbol transferred with the icon, won’t pay big attention to the copy. The same will happen to those who have problems with fast copy recognition. However, using the copy together with the icon decreases the risk of misunderstanding or wrong interactions for people who can possibly misinterpret the meaning of the image.

 

Homey app smart home UI

Homey App

 

saily app UI design

Category icons for Saily app

 

Interactive icons

The icons of this type are directly involved into interaction process and are the core supporters of navigation. They are clickable or tappable and respond to the users request doing the action symbolized by them. Their main goal is to inform users about the functions or features behind the buttons, controls and any other elements of interaction.

 

tubik studio tapbar ui

Tab Bar interactions

 

ui concept animation tubik studio

Menu interaction concept

 

Decorative and entertaining icons

 

The icons of this type give more about aesthetic appeal than functionality. However, this aspect is also significant and needs to be considered as the style and appearance corresponding to the target audience preferences and expectations set the solid ground for high desirability. Applied wisely, it is one of the features that can not only attract but also retain users and add much to the positive user experience. Decorative icons are often used to present seasonal features and special offers.

easter icons tubik studio

Easter and spring themed icons 

 

App icons

 

App icons are the interactive brand signs that present the application on different platforms supporting the original identity of the digital product. In most cases, it features the logo of the app designed according to the requirements set for this kind of icons. However, it also can apply something else, for example, a mascot or an abstract combination of corporate colors. The effective solution is usually based on thorough market and competition research with the aim of creating an original icon which won’t get lost on the screen full of other app icons.

 

logo design by Tubik studio

Elephun App Icon

 

Favicon

 

Favicon, also known as URL icon or bookmark icon, is a special type of symbol which represents the product or brand in the URL-line of the browser as well as in the bookmark tab. It allows users to get a quick visual connection with it while they are browsing. This interface element proved itself effective for productive website promotion and good recognizability of its visual identity.

 

Types based on visual performance

 

Glyph icons

 
The term “glyph”[glif] has come to design from the field of typography. The word takes its roots from the Greek word which means “carving”. Originally, the term presents an elements symbols or pictogram which is included in the set of symbols agreed upon many users (readers, writers etc.): it presents a readable character enabling people to write it.

 

In the sphere of typography, it is a certain graphic representation of an element of written language within a particular system of writing or particular typeface: it can be a grapheme, or part of a grapheme, or sometimes several graphemes in combination (a composed glyph). Here’s the set of ancient Celtic glyphs, for example.

 

pictish_rune_meanings

Source

 
In modern digital design, the word “glyph” reinvented its meaning but not into a sort of revolution. It is used to define a graphic symbol that provides the appearance or form for a character: it can be an alphabetic or numeric font as well as a symbol picturing an encoded character. Talking about icons, glyph icons are first of all described as a typographic symbol that represents something else, not letter or number. Among popular examples, you will also find the «@» symbol representing the preposition «at». For example, here is the set of icons for material design from Google.

 

material icons

Material icons

 

Glyph icons use simplified and universal shapes and images to be recognizable and flexible in terms of responsive design. They play the big role in the issues of navigation for a digital product.

 

weather_icons tubik studio

Weather icons

 

Flat and semi-flat icons

 

Flat icons are usually a bit more complex than glyph: they can apply color combinations, filling of the elements and present a bit more complicated images. Nevertheless, they are also focused on simple and recognizable visual metaphors quickly transferring the required meaning. The most prominent feature which actually has inspired the name of this direction is applying flat 2-dimensional visual details as the opposite to highly realistic and detailed skeuomorphic images. Flat style allows designers to be more flexible in applying the expressive power of colors and shapes not losing in legibility of the presented items.

 

tubik studio blog app

Blog App

 

Skeuomorphic icons

 

Skeuomorphism is the design direction somehow opposite to flat. It is based on the idea of reflecting images in 3D look very close to the original natural look of the physical objects. It was popular for GUI of different types and functionality several years ago. But then it was gradually replaced with flat design in UI which is simpler and therefore more flexible and practical for the needs of digital interfaces. Nevertheless, the skeuomorphic icons are still widely used in game design and app icons in game sector.

 

SVG icons

 

SVG icons, decoded as Scalable Vector Graphics, are responsive icons built on XML-based 2D vector images. They are designed and integrated according to an open standard developed by the World Wide Web Consortium (W3C) since 1999, and supported by all major browsers. SVG icons are growing their popularity as today websites are used on the diversity of platforms and devices and need to be responsive to provide positive UX.

 

Types based on applied image metaphor

 

This direction of icons typology is based on the research provided by the famous expert in usability Jackob Nielsen and revealed in his article for Nielsen Norman Group. In this perspective, icons can be divided into three core types according to the type of the metaphor they reflect.

 

Resemblance icons are the symbols directly depicting a physical object the icon represents. These are, for example, the magnifier for search, the shopping cart, the envelope for mail etc.

 

Reference icons are the symbols depicting an object on the basis of analogy. For instance, a picture of a clamp representing a file-compression utility (because it squeezes) goes to this group.

 

Arbitrary icons are the symbols which currently do not set direct connections with the objects and their recognizability is based on convention and power of habit. This is when we should remember about floppy disc representing «Save» function: although initially it was a reference icon, for many users now it doesn’t work like that — they just know the meaning solidly connected to this image for many years.

 

multimedia icons tubik studio

Multimedia Icon Set

 

Key features of effective icons

 

In one of our previous articles devoted to the role of icons in user interfaces, we have already described all the essential features making the icons efficient, so today let’s just quickly recall them.

  • clear — the meaning of the icon is understandable and accessible to the target audience
  • meaningful — the icon transfers the informative value
  • recognizable — the visual symbol applied in the icon is presented in the form which can be recognized and decoded correctly by users
  • simple — the icon isn’t overloaded with non-essential graphic elements which allows it to be quickly perceived and understood without too much effort
  • original and noticeable — the icon stands out among other similar elements of the interface which is especially actual for the app icons
  • scalable and flexible — the icon saves its unity, integrity, and legibility in different sizes and resolutions
  • attractive — the icon satisfies aesthetic expectations and sets harmonic visual appeal
  • non-offensive — the icon doesn’t have hidden meanings or misperceptions which could feel offensive or rude for any part of the target audience
  • consistent — the icon corresponds to the general stylistic concept of the layout it is applied for.

 

Icons in UI tubikstudio

 

Recommended reading

 

Here is a bunch of articles for further exploration of the topic:

 

Icon Classification: Resemblance, Reference, and Arbitrary Icons

A Brief History of the Origin of the Computer Icon

Iconic Simplicity. The Vital Role of Icons.

Visual Perception: Icons VS Copy in UI.

How to Combine Icons from Different Sets in Your UI


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

typography in UI design web mobile

Typography in UI: Guide for Beginners.

People read all the time. It’s not only books or magazines but various info on the Internet, adverts in the streets, in public transport or outside shops. However, only minority of readers may know how much time and effort often stand behind a single line. When we easily read a copy feeling comfortable and relaxed, many thanks go to a designer. Text arrangement and the aesthetic look of fonts are among designers’ top priorities. To create effective UI and clear UX designers learn basics of typography science. Today’s article covers basic points in typography which every professional designer should comprehend and apply in work.

 

What’s typography?

 

Typography is something bigger than just a design technique. A Canadian typographer, Robert Bringhurst, in his book The Elements of Typographic Style defines typography as the craft of endowing human language with a durable visual form. In addition, typography transforms language into a decorative visual element.

 

Typography has a much longer history than the design or the Internet itself. First, it appeared approximately in the 11-12 centuries when people invented movable type system. A real typography revolution started after the Gutenberg Bible, the first major book printed via movable metal type, which marked the beginning of the age of the printed book in the West. The style of type used in Gutenberg Bible is now known as Textualis (Textura) and Schwabacher.

 

Nowadays, it is more than just copy printing and organization. Commonly, typography is defined as the art and science of font style, appearance, and structure which aims at delivering the aesthetic and easily readable copy to readers. Not that long ago, it was a specialized study for editorial office workers but now the science is applied in different spheres and plays a significant role in design.

 

The role of typography in design

 

Can you think of at least one example of web or mobile design without copy elements? It’s difficult, right? Still, just a presence of copy in the interface is not enough for effective UI and positive UX. Copy and its appearance should be well-thought otherwise it may spoil the design. There are designers who ignore typography studies because they think it’s too difficult to understand so it isn’t worth spending much time. However, typography is an essential part of the effective design. Let’s see why.

 

People got used to receiving the majority of information in text form and designers need to make this process easy and productive. The basic knowledge of typography can help to comprehend the peculiarities of font visual presentation and its influence on users perception.

 

The effective copy is a key to the powerful design. Its effectiveness depends not only on its content but also on how it is presented. Font size, width, color, and text structure — all of that matter. Designers can transfer certain mood or message by choosing appropriate fonts and the ways of their presentation. This way typography helps design to communicate with people. Visual performance and readability of copy in digital products have the great impact on user experience. If fonts are badly legible, people can face problems with navigation or even worse can’t use it at all. Today poor user experience in digital products is unforgiven since users can easily find the better alternative.

 

In addition, bad typography significantly affects the first impression because even when users don’t read copy, they scan it. In case fonts look inappropriate people may not want to learn about your offer or use your product.

 

home page design strategy

 

Essential typography elements

 

To create profound typography, you need to learn its anatomy and the processes typography building requires. Let’s see.

 

Font and Typeface

 

Nowadays, many designers use terms “font” and “typeface” as the synonyms but that’s not quite right. Let’s straighten it out. A typeface is a style of type design which includes a complete scope of characters in all sizes and weight. On the other hand, a font is a graphical representation of text character usually introduced in one particular typeface, size, and weight. In other words, a typeface is something like a family and fonts are parts of it. These two are the main objects which designers and typographers change and transform to create readable and aesthetic typography. More about typeface styles will be presented here soon for our readers.

 

Mean line and baseline

 

Typically, type characters are placed in a straight line creating a neat visual presentation. Main tools assisting designers in the process are mean line and baseline. The first marks the top and the other bottom of a character body. Such lines allow creating fonts even. Of course, the lines are invisible in interfaces after designers finish their work.

 

tubik typography baseline

 

Character measurement (size, weight, and height)

 

To separate different types of information and highlight the vital points, designers apply fonts in different weight and size. The type weight is a measurement of how thick type character is. The sizes are usually measured in inches, millimeters, or pixels. The height of the character is also called “x-height” because the body of every character in one size is based on the letter “x”. This approach makes them look even. It’s easy to segregate copy elements such as heading, sub-heading and body copy by varying these parameters.

 

tubik typography x_height

 

Ascender and Descender

 

The ascender is a part of a letter that goes above the mean line like in a letter “b” or “d”. The descender is opposite to ascender. It’s a segment that extends below the baseline like in “q” or “g”.

 

tubik typography ascender

 

White space

 

White space, also known as negative space, is the area between elements in a design composition. Readers aren’t usually aware of the great role of the space, but designers pay a lot of attention to it. In case the white space is not balanced, copy will be hard to read. That’s why negative space matters as much as any other typography element.

 

tubik_typography_whitespace

 

Alignment

 

Creating effective typography is not that easy and it includes many processes. For example, alignment is an action of placing and justifying text. During the stage, designers aim at transforming randomly placed pieces of text into one unified composition.

 

tubik_typography_alignment

 

Tracking

 

The process of tracking involves adjustment of space for a group of type characters which form a word and text block. A designer set appropriate spacing for all letters, making copy feel airy and pleasant to the eye. The effective tracking makes letters in a word easily readable.

 

tubik_typography_tracking

 

Kerning

 

Kerning is a bit similar to tracking still they aren’t the same. Tracking means is spacing between all the characters of font while kerning is the process of adjusting the space between two type characters. It is usually applied for individual cases when a designer decides to change the spacing between two specific letters to make it feel more natural.

 

tubik_typography_kerning

 

Leading

 

Leading is the spacing between the baselines of copy. The appropriate leading helps readers easily go from one text line to another and makes big pieces of text legible. In design, the standard leading is 120% the point size of the font still it can vary according to the typeface peculiarities.

 

tubik_typography_leading

 

Typographic hierarchy

 

As any other design element, typography should be structured. Typographic hierarchy is a system that organizes copy content in the best way for users’ perception first of all via modifications and the combination of typefaces and fonts. It is aimed at creating the contrast between the most meaningful and prominent copy elements which should be noticed first and ordinary text information. The contrast is created by regulating typography elements including typefaces, fonts, sizes, and colors as well as their alignment.

 

web design UI tubik studio

The Gourmet Website

 

Typographic hierarchy is presented with common types of copy content used in UI design. They are headlines, subheaders, body copy, call-to-action elements, captions, and others. These copy elements create distinct layers in design: primary, secondary, and tertiary.

 

The primary level of copy content includes the biggest type like in headlines. It strives at drawing user’s attention to the product. The secondary level consists of copy elements which can be easily scanned. Those are subheaders and captions which allow users quickly navigate through the content. And the tertiary level of typography includes body text and the other information. It is often presented with the small type still it should be readable enough.The typography layers assist users to learn copy content gradually step by step without effort and get oriented in the digital product.

 

web design UI concept tubik studio

The Big Landscape

 

Typography cannot be learned in one day. It requires constant studying and persistence. Follow Tubik blog updates and learn more about typography in design.

 

Recommended reading

 

Robert Bringhurst “The Elements of Typographic Style Paperback”

 

Erik Spiekermann “FontBook”

 

Simon Garfield “Just My Type: A Book About Fonts”

 

Tips on Applying Copy Content in User Interfaces

 

Every Design Needs Three Levels of Typographic Hierarchy


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upper app UI design case study

Lean and Mean: Power of Minimalism in UI Design.

Simple doesn’t mean primitive. Less isn’t vague. Short doesn’t say little. Air doesn’t equal emptiness. Today we are talking about minimalism.

 

In the book «The More of Less», Joshua Becker said: «You don’t need more space. You need less stuff.» Minimalism is often discussed nowadays in different spheres of life and work, and diverse directions of design are not the exception. Let’s see what are its benefits and points to consider.

 

web design tubik studio

 

What is minimalism?

 

Actually, minimalism is a word of broad meaning used in various spheres of human activity. Merriam-Webster dictionary defines it as «a style or technique (as in music, literature, or design) that is characterized by extreme spareness and simplicity». Being applied to more and more fields, it saves its core traits: meaningful and simple.

 

Minimalism as a direction of visual design got especially popular in the 1960s in New York when new and older artists moved toward geometric abstraction in painting and sculpture. The movement found its impression in the artworks associated with Bauhaus, De Stijl, Constructivism and so on. In diverse spheres of visual arts, key principle of minimalism was leaving only essential part of features to focus the recipient’s attention as well as support general elegance. Lines, shapes, dots, colors, spare space, composition — everything should serve its function being thoughtfully organized. Today we can meet minimalism in a variety of life spheres: architecture, arts, photography, all kinds of design, literature, music and even food presentation.

 

«A shape, a volume, a color, a surface is something itself. It shouldn’t be concealed as part of a fairly different whole. The shapes and materials shouldn’t be altered by their context», said Donald Judd, an American artist associated with minimalism. Working in this style, designers seek to make the interfaces simple but not empty, stylish but not overloaded. They tend to use negative space, bold color and font combinations, and multifunctional details making the simplicity elegant. The line dividing simple and primitive is very thin. That is why not all the designers take the risk of trying this direction: some may think it looks too decent, the others don’t find enough ways to show much with fewer elements.

 

Tubik studio UI design

Architecture Blog

 

Characteristics of minimalism

 

Main features of minimalism often mentioned by designers include:

  • Simplicity
  • Clarity
  • Expressive visual hierarchy
  • High attention to proportions and composition
  • Functionality of every element
  • Big amount of spare space
  • High attention ratio to core details
  • Typography as a significant design element
  • Eliminating non-functional decorative elements

 

Surely, the list can be continued but even the given positions show that minimalism in UI sounds like user-friendly trend. Applied wisely, it helps users to see the core elements of the interface and makes user journey intuitive and purposeful. Moreover, minimalist interfaces usually look sophisticated and uncluttered bringing aesthetic satisfaction as one of the factors of desirability in UX.

 

dance academy landing page

Dance Academy landing page

 

Practices of minimalism in digital design

 

Today minimalism is one of the wide-spread trends in the design of websites and mobile applications. Main points to consider can be described with the following practices.

 

Flat design

 

As we mentioned in one of our previous articles, flat design became a great supporter of minimalism in modern digital products. The most prominent feature of this direction is applying flat 2-dimensional visual details as the opposite to highly realistic and detailed skeuomorphic images. Flat images usually use fewer elements and curves, avoid highlights, shadows, gradients, or textures. This approach allows creating images, buttons, icons and illustrations which look neat in different resolutions and sizes. It lets designers enhance usability and visual harmony of user interfaces.

 

However, the terms «flat» and «minimalist» shouldn’t replace each other which often happens today. They are not the same. «Flat» deals with the style of icons, illustration, buttons and other visual elements of the interface in the aspect of gradients, textures, shadows etc. «Minimalist» has much broader meaning and deals with the layout in general, its composition, color palette, contrast and all the techniques of visual performance applied to it. So, flat can be described as one of the design techniques applied in the minimalist approach to creating interfaces.

 

ui animation cafe app tubikstudio

Cafe Coupon App

 

Monochrome or limited color palette

 

Color is a feature of a great potential in design of interfaces as it can set both informative and emotional links between the product and the user. Designers working in minimalism tend to take the maximum from color choices, and in most cases, they limit color palette to monochrome or minimal set of colors. This strengthens the chosen colors and doesn’t distract users with too much variety. Such an approach is efficient in interfaces concentrating users’ attention on particular actions like buying, subscribing, donating, starting to use etc. Moreover, in the psychological perspective, the colors usually transfer particular associations and emotions perceived by users, so limited palette makes chosen colors stronger in this aspect.

 

tubik studio web UI design

Slopes Website

 

Bold and expressive typography

 

Typography in minimalistic design is seen as one of the core visual elements of not only informing users about the content but also setting the style and enhancing visual performance. Choosing the way of concise use for graphics, designers usually pay much attention to the choice of typography and never hurry in testing the pairs, sizes and combinations. As well as color, fonts and typefaces are seen as a strong graphic element contributing into general elegance and the emotional message it sends. On the other hand, readability and legibility do not lose their leading positions in the matter of choice.

 

upper app UI design case study

Upper App

 

Choice limitation

 

One of the strong sides of minimalism in interfaces is enhanced user concentration. Being focused on functionality and simplicity, the pages and screens of this kind don’t usually overload users attention with decorative elements, shades, colors, details, motion, so in this way, they support high attention ratio and often let users quickly solve their problems and navigate through the website or app.

 

tubik studio web ui design

Birds of Paradise Encyclopedia

 

Prominent theme visual elements

 

Working on minimalist UI, designers do not apply many images, but those which are chosen to be used are really prominent, catchy and informative. This approach results in the long and thorough search of the «right» image which would cover all those functions and set the required mood instantly. The photo or illustration itself has to follow the principles of minimalism, otherwise, the choice of the wrong image can ruin all the layout integrity.

 

website design UI

Architecture Firm

 

Concise and intuitive navigation

 

Navigation in minimalist interfaces presents another challenge: designers have to prioritize the elements rigorously in order to show only the elements of the highest importance. There are different techniques to hide the part of navigation, but doing this, it’s vital to ensure that users will find what they need easily. That is one of the reasons why minimalist approach can be criticized: not being presented properly and tested enough, solutions like hamburger menus and hidden layout elements can leave some users lost in the journey around the website. Obviously, it is not the good ground for positive user experience, therefore every solution about navigation should follow the philosophy «measure thrice and cut once».

 

Adding air and using negative space

 

White space (also called negative) in digital design is the term which is more about space rather than color. In minimalism, it is one more effective way of adding elegance and marking out the core elements. Also, in terms of monochromatic or limited color palette, white or negative space plays the big role in creating enough contrast and supporting legibility.

 

tubik studio ice ui website

Ice Website

 

Grids

 

Grid system in minimalist interfaces can be effective for making the layout look highly-organized, especially if the website presents a lot of homogenous content. Another benefit is that grids are responsive-friendly.

 

web design UI concept tubik studio

The Big Landscape

 

Contrast

 

Following the philosophy of limits and simplicity, minimalism depends much on contrast as a tool of good visual performance. The choice of colors, shapes and placement are often based on the contrast as the key feature.

 

tubikstudio ui animation website design

Bjorn Website

 

Well, it’s easy to see that minimalism has a great number of benefits and presents a good approach in creating user-friendly interfaces. However, it doesn’t mean that minimalism should be applied everywhere: every goal should be achieved by the proper means. One thing is for sure: the more minimalistic is the interface, the more time and effort the designer should invest to make it clear and functional. Elegance and beauty of minimalism should support the global aim of providing positive user experience.

 

Recommended reading

 

The Characteristics of Minimalism in Web Design

 

The How and Why of Minimalism

 

6 Steps to Perfecting Minimalism in Web Design

 

Functional Minimalism for Web Design


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

tubik free podcast design business terms

Tubik Podcast #6. Design for E-Commerce.

These days e-commerce is evolving by leaps and bounds presenting new interesting challenges to designers of user interfaces. Websites and mobile applications enabling users to buy and sell need constant attention and improvement to correspond to the current concerns. Today we have prepared a new episode for the listeners of Tubik Podcast, the series of free audio talks devoted to various aspects of design. In this episode, we’ll consider the strategies and practices of UX design for e-commerce. Welcome to listen and follow the updates!

 

If you want to get the set of episodes devoted to the theme of business terms and processes in the design aspect, subscribe here and get them right into your inbox.

 

You can check more details in the article devoted to targeting applied in design projects. Also, to learn more and see practical case studies, welcome to read or download our free ebooks. Stay tuned!

tubik studio design process

FAQ: Do UX Designers Need to Know Programming and Computer Science?

The question if UI/UX designers should know how to code is one of the «eternal» discussions in the design sphere. The more diverse UX design becomes in its evolution, the more opinions arise. Having answered several questions of this sort on Quora recently, we would like to share our ideas with Tubik Blog readers as well. 

 

What is the difference between UI/UX designer and programmer?

 

UI and UX design present different aspects of creative flow for digital products. Basically, UI design aims at creating effective and attractive user interface while UX design aims at providing the positive user experience. Interaction with a product via the user interface is a part of user experience, so we UX design as a creative field is broader and includes UI design as its integral part.

 

UX design process tubik

Work on information architecture for a website UX

 

Working on the UX and UI for a digital product such as a website or mobile app, designers have to concentrate on such core aspects as:

— usability (the product is convenient, clear, logical and easy to use)
— utility (the product provides useful content and solves users’ problems)
— accessibility (the product is convenient for different categories of users)
— desirability (the product is attractive and problem-solving, it retains users and creates the positive experience which they are ready to repeat).

 

home budget app mobile interface

UI design of some screens for Home Budget App

 

Programmers or developers are people who actually build the website or mobile application planned and designed by UI/UX designers. They breathe life into the plan, with the code they create the live product which users can actually apply to solve their problems and satisfy wishes. Programmers transform the structure and visual performance thought out and created by designers into the real interface.

 

ios-developers-tubik-studio

How interfaces look from the programmer’s point of view

 

Therefore, to see the difference, we can apply the metaphor of an actual construction site: 

UX designers are architects who come up with the general concept, its structure and the flow of interactions as well as a variety of factors which influence positive or negative user experience (in case of real building it could include transportation, quality of air, availability of shops and entertaining points, educations and sport facilities, neighbors etc.).

UI designers are architectural visualizers who find the best solutions for visual performance of the object corresponding to the style, the environment, user’s expectations and aesthetic needs based on the already agreed architecture, structure and core factors of interaction.

Programmers are actual builders who create the final object in reality. As well as on the building site, they have various specializations: some are good in creating the foundation, others know how to realize visual features made by designers, and some of them work out effective interaction with this object in particular environments and for new requirements which can arise later.

 

tubik teamwork design digital agency

 

Do UI/UX designers need to know computer science and programming to create top-quality user-friendly designs?

 

This is the question in which the terms should be clearly defined.

 

Computer science in its traditional understanding is the broad comprehensive study including theory and practices for making and using the computers (now it can also go further to other kinds of digital devices and gadgets). It is often characterized as the scientific and practical approach to computation as well as study, exploration, and automation of diverse operations with data. Therefore, the person with a major in computer studies is usually a specialist in the theory of computation and design of this sort of systems and hardware.

 

In this perspective, yes, knowledge of computer studies is a great basis for creating problem-solving and user-friendly interfaces. UI/UX designers are professionals dealing with much more than just the looks of a website or an app: they think over the logic, transitions, usability, accessibility, emotional and aesthetic appeal, data presentation and lots of other things forming the whole user experience. Whatever is the way to get this knowledge — higher education, courses, apprenticeship, self-education etc. — it underlies the necessary basis of knowledge which allows a designer to understand human-computer interaction for appropriate and effective design solutions. I personally find the knowledge on computer science important factor of being a competent designer of modern user interfaces.

 

As for the programming, the situation is different. There are, basically, two camps of extreme positions. One side claims that programming/coding is the absolutely vital thing to know and you cannot provide really efficient UI/UX without knowing how to code. The other side believes that the knowledge of programming kills the creativity in design as in this case designer is limited with the rules, standards and restrictions of development. Both positions are supported by numerous articles and discussions and both somehow make sense if you think about the issue in the perspective of real design projects.

 

On the basis of our team experience, it’s easy to state confidently: you definitely CAN be a competent and successful UI/UX designer for mobile and web with no background or major in programming.

 

Basically, the task of UI/UX designer is to analyze the target audience and their needs, to make a research, to create an efficient layout and well thought-out system of transitions, to wrap it in an attractive but highly usable and clear visual design and to test the solutions. UI/UX designer is not a developer: they work on the same product but from different sides, as well as for example a writer, an editor and a publisher work differently on the same book. However, it is obviously pleasant for developers if a UI/UX designer is able to produce designs which consider at least the basic limitations and points of programming and coding.

 

information architecture for designers

 

You can find a great bunch of successful experts in app and web design who have never had anything in common with the sphere of coding and development and provided great design solutions with a very high level of usability. Nevertheless, in the case of high-level specialists, it’s impossible to say that they are totally out of the issue. Designers, who are keen to create viable product designs, usually tend to get acknowledged with the general understanding of development basics. That really supports the designer in providing effective design as possible, considering all the stages of its creation and implementation. However, it doesn’t mean that without this sort of knowledge it’s impossible to create good designs. Moreover, if designers work in a team with developers, they can create designs without knowing coding even easier as they are supported by developers who control the process in the perspective of coding.

 

Happy medium should be found in this issue without any extreme positions. If designers tear themselves too far away from development reality, they risk losing viability of their designs and could end up having a great deal of amazing and terrific concepts none of which will be implemented in real products. On the other hand, if designers concentrate too much on limitations of coding, they risk becoming unable to think out of the box and provide original design ideas. Keeping the wise balance provides the harmony.

 

So, to sum up, a person can become a successful UI/UX designer not knowing programming and development; however, this kind of knowledge can be supportive if used wisely.

 

Working on interfaces created from the first line of design to the real digital product, like Upper App and Toonie Alarm, we find thoughtful and organized teamwork the most effective workflow: UI/UX designers, developers, content and branding specialists have to be involved into the creative process from the very beginning and combine their strongest sides into one product. The wise delegation of tasks works more quickly and effectively than the attempts of one person to explore and cover everything. And this sort of teamwork lets designers and developers share their knowledge and understand each other’s decisions for the sake of good outcome solving users’ problems.

 

upper app UI design case study


 

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Welcome to read us on Quora

video speeches for ui ux designers

Must-See Expert Speeches for UI/UX and Product Designers. Set 2.

Learning and innovation go hand in hand. The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow. (William Pollard)

 

Our previous collection of video speeches from top experts in product design and user experience, which we published several months ago, got shared and actively viewed. There is no reason why we wouldn’t continue this sort of sharing, collecting great speeches from designers and product creators recognized internationally. That’s the precious part of being a professional in the era of the internet: you are able to get tips, recommendations, experience and knowledge from the best masters. So, catch the new set of expert talks we have collected for you and get inspired!

 

Julie Zhuo: How a Facebook Designer Thinks

 

 

Katie Dill: Balancing Order And Chaos In UX

 

 

David Vogel: Zen and the Art of UX Design

 

 

Cindy Chastain: Building the bridge from UX to CX

 

 

Joe Natoli: 5 Rules for Successful UX Disruption

 

 

Michael Bierut: How to use graphic design

 

 

Stephen P. Anderson: Hooked on a Feeling

 

 

Jakob Nielsen: Web UX 2016 vs 2004

 

 

Robert Brunner: What All Great Design Companies Know

 

 

Design+ Social Panel — Designers from the top social networks

 

 

Welcome to watch the first set of must-see speeches for UI/UX designers

Welcome to check 20 TED-talks for designers

cinema_app_ui_design_tubik

Mobile UI Design: 15 Basic Types of Screens.

Smartphones have invaded almost every activity of our lives. Different applications assist us and make the life easier. A designer’s job is to create the user interface meeting users’ needs and making the experience pleasant and satisfying. To build effective UI, designers need to dive deep into the peculiarities of mobile applications, learn their constituents and functionality. Nowadays it’s difficult to distinguish a standard set of necessary screens for any application because mobile industry is evolving fast and so do the apps. Our article presents the most common and popular types of mobile screens and shows the design features they require.

 

tubikstudio ui app design

 

Common screens

 

Splash screen

 

The first impression is one of the key points influencing user’s opinion about a mobile application. When the user experience is pleasant from the very beginning of interactions with an app, there are more chances it’ll be more popular among users. That’s why splash screen needs to be paid as much attention as any other mobile app screen.

 

Splash screens are the first image users see launching a mobile application. They are usually minimalistic and present a name, logo, or slogan of a product. To make sure splash screen will look good on different devices, designers often focus the elements in the middle of the screen. Splash screens are recommended to be shown no longer than 4-8 seconds otherwise users may get annoyed. Also, it may be good to show loading progress so that impatient users could know when the app will be launched.

 

jewellery ecommerce app UI

Jewellery E-Commerce App

 

Onboarding tutorial screens

 

Onboarding tutorial is a set of screens presenting a mobile app, its navigation system, features and benefits which the application could bring to the possible users. They appear to users who launch the app for the first time helping them get oriented within unfamiliar features and controls as well as understand if the application can be useful for them.

 

The structure and content of an app tutorial are highly individual for every particular project. However, there are some common tendencies in onboarding design. First of all, many tutorials use custom illustrations presenting a specific feature or benefit in an attractive and easily decodable way. Also, designers often apply a mascot, which is a character imitating the flow of real communication with the user and setting emotional bonds. A powerful copy is significant for onboarding as well. It should be short, helpful and readable.

 

underwater world encyclopedia design tubik

Underwater World Encyclopedia — section tutorial

 

Home and menu screens

 

Home screen is an essential part of any application. In a context of mobile apps, it’s the main screen from which users interact with most options of the application. Home screens are designed depending on the type of a product and its purpose still there are some key elements common for different kinds. First of all, the main screen usually includes the search field or button so that users could easily search for the content they need. Also, since home screen is a start point for user journey, it often contains navigation elements providing access to the various content sections.

 

homey_app_ui_design_tubik

Homey App

 

To make user interactions easier, a mobile application outfits a menu containing the list of possible directions the user can move to within one click. There are two variants of presenting the menu in mobile applications: it can be a part of a home screen or a separate screen. It is recommended to keep the number of options in the menu under seven showing only important sections. If the app requires more, it can be a good idea to create subcategories.

 

tubik studio animated interface

Slide Menu Concept

 

Log-in and profile screens

 

Today many applications offer users creating their personal accounts, so every designer needs to know how to work with log-in and profile screens. Log in screens should be minimalistic and clear so that users could easily access the application. There are usually two fields where users can enter their name and password along with the confirmation button. For people using the app for the first time, there always must be the sign-up option.

 

Profiles make interaction within the mobile application more personalized and allow operating with the data effectively. Also, a personal account is a key part of any social network app which involves the user into the virtual community of the network and enables to share the personal info with the others. The main task for designers is to maximize the convenience via the smart UX. According to Interaction Design Foundation, the first point designer should consider is that profile page should be clear in use. The amount of the information has to be limited otherwise the profile screen may look too complex. What’s more, it’s vital to make sure the navigation system is intuitive. This way users won’t have to take much effort to puzzle out the app. Finally, the profile screen design should be oriented to the target audience of the app. User research is a must if you want your app to meet users needs.

 

Tubik Studio Social Networks

Dating App

 

Stats screen

 

Various applications contain stats on the user activities. The more data it provides, the harder it is to create a mobile design of a stats screen. Designers need to make sure it is possible to see all the key information still the screen has to be clear and usable. Graph curves, scales and original icons can make the stats screen look smooth and clean on a mobile app. Moreover, stats screens require distinct typography so that users could easily read the data.

 

car app interface

NGIN App

 

Calendar

 

Event apps, to-do list apps, and many others provide users with the personal calendar. Depending on the type of the application, calendar accomplishes certain functions such as remindings or schedule. The visual style should fit the mood and objectives of the mobile app.

 

bright vibe calendar UI design tubik

Bright Vibe Calendar

 

E-commerce screens

 

Catalog screen

 

The main objective of any e-commerce project is to sell the products. Visual presentation has a great impact on users’ decisions. A catalog is a list of goods the company offers for sale. A designer’s job is to create the catalog that will attract users attention and encourage them to buy a product. The product list in mobile apps can be similar to many e-commerce websites where the items are placed in catenas and can be viewed via vertical scroll. The number of products in one row is settled according to the width of the screen.

 

Another approach to product organization in a mobile catalog is a row with horizontal scroll. To make the navigation intuitive the last item in a horizontal row should be shown not in a full view to let the user see that this is the direction of scrolling. In addition, the photos or illustrations of products should be only high-quality so that users could clearly see what they are going to buy. The catalog screen should include a call-to-action button via which the user can add the item to the cart. This way users will be able to pick up product right from the catalog screen without the necessity to go to the page of this particular position.

 

ui animation cafe app tubikstudio

Cafe Coupon App

 

Product card screen

 

This screen is for people who like to know what exactly they buy. Product card demonstrates the key information about the goods helping users decide whether they need the product or not. Designers focus on the photo of the product putting it in the center of the screen. The description data is usually placed below. Designers can divide the data into the groups such as size, material or others so that users could easily find the info they need.

 

jewellery ecommerce app

Jewellery E-Commerce App

 

Check out screen

 

Today a lot of purchases are done via smartphones so the companies try to make the mobile shopping process as convenient as it has never been before. The checkout process is a final step users take before they buy the product. Designers’ task is to make people comfortable while people take this step. First and one of the essential parts of the checkout screen is a form where buyer fills in a specific personal data such as a name and number of the credit card. The type of required information depends on the resource where a user makes a purchase. In addition, it’s important for people to know their personal data is secure, so designers have to reassure users via visual elements that their information is safe. It can be callouts in a copy as well as some icons of the famous brands who gave their approval or maybe even some certificate signs if there are such.

 

cinema app interaction UI

Cinema App

 

Social screens

 

Feed

 

People often use various social network apps for communication and following the news and updates around them. Feed is a constantly changing list of news and other data the users choose to follow. The practice shows that mobile users prefer scanning quickly through the feed, the reason why they need a simple clear design which won’t be overloaded with visual details. The news can be presented one by one via scroll. To make the navigation more intuitive the next piece of news should be partially shown.

 

tubikstudio motion design

Timeline App

 

Contacts

 

The contact list has been evolving for a long time. From paper notes to the different digital variants it’s been changing visually still delivering only one purpose: saving key data about friends and other close people. Mobile contact screen presents users a list of contact data sorted by the name in alphabetical order. Each contact should be clickable and lead to detailed data which includes the phone number, email, and sometimes contacts on Skype, Messenger, etc. Also, contact info is given with a small photo that makes the searching process easier.

 

Contact List Concept Scrolls Tubik

Contact List Concept

 

Music screens

 

Playlist

 

Music lovers like creating their own playlist for every occasion. Obviously, every music app is obligated to provide their users with such a feature. Playlist screen looks similar on different apps: it’s a list of tracks showing the name of the song, singer or band, and the length of the soundtrack. Also, designers can add a small image of the album this track belongs to. In case a song has no image there still should be an icon, for example, with a music note.

 

tubik studio music_app

Music App

 

Player

 

People can control what they listen and how they listen to it via the player. The feature allows switching, stopping and starting a track with standard buttons which are easily recognized. This set is usually placed centrally on the bottom of the screen. The major part of the screen is typically taken by the image attached. Also, sometimes instead of a picture, many designers apply music visualizer as the central part of the screen. Visualizer is a good opportunity to reveal the imagination and creativity which is always inspiring for designers.

 

Player Transfer Animation for Echo case study

ECHO app

 

Nowadays, loads of mobile applications appear, so they bring new types of screen for fresh requirements users bring out. Designers should be ready to take this challenge and always follow innovations. Get inspired!

 

Recommended reading

 

A Roadmap To Building A Delightful Onboarding Experience For Mobile App Users

 

Mobile Onboarding: A Beginner’s Guide

 

Tell Me About Me – User Profiles for Mobile Applications

 

How To Design A Better Mobile Checkout Process

 

UI/UX Design Glossary. Navigation Elements.


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tubik free podcast design business terms

Tubik Podcast #5. Design for Business: Know Your Target.

Having set the potential users of the website or app and researching this group of users, designers are able to create the solutions which will get close to the users and will be more precise in solving their problems. Today we have prepared a new episode for the listeners of Tubik Podcast, the series of free audio talks devoted to various aspects of design. In this episode, we’ll consider the phenomenon of the target audience and diverse types of targeting in the design perspective. Welcome to listen and follow the updates!

 

If you want to get the set of episodes devoted to the theme of business terms and processes in design aspect, subscribe here and get them right into your inbox.

 

 

You can check more details in the article devoted to targeting applied in design projects. Also, to learn more and see practical case studies, welcome to read or download our free ebooks. Stay tuned!

opera video graphic design case study tubik

Design for Web: Promotional Video. Benefits and Pitfalls.

A video is an effective marketing tool which never gets old. People got used to watching video adverts on TV since the beginning of the past century. Now is an era of the Internet and a big part of the marketing and advertising is concentrated on the web. Internet users are in love with videos and joyfully spend hours watching them. Marketing community couldn’t ignore such an opportunity and many companies already use a promotional video as a creative and effective way of product marketing. In this article, we’ll dive deeper into details of custom promotional videos covering their essence and profitability.

 

What’s a promotional video?

 

Don’t want to sound obvious still there is no better explanation than to define a promo video as the one created to promote a company or its product. This type of videos is made that way so it could encourage people to buy a certain product or use the services of a company. They are usually small catchy videos showing all facets of a promoted object in the best way to prove people it’s worth of their time and money. Since promotional videos are popular and widely-used, everyone tries to find ways to make their videos original and creative. That’s why designers offer businesses promo videos created in different styles which stand out among thousands of the others because they are unique and catchy.

 

Animation case study by Tubik Studio

 

Types of promo video

 

Promo videos can serve many business purposes so there are different types each created to achieve certain objectives. For example, one of the most commonly used types of promotional videos is an introduction video. Their aim is to tell people about a business, its offers and reasons why someone should care about it. An intro promo video works best for startups willing to present themselves and interest their potential clients. This type of video needs to be informative still short and entertaining so that it could catch viewer’s attention.

 

Next type having popularity among companies is a product presentation video. Many businesses are looking for creative ways to tell about their products and a custom promo video is a trending tool now. The video can shortly present product features and tell about its value for users. Another type combines features of the two previous. These are landing page videos which aim at driving users to take expected actions such as purchasing or signing up. They usually are meant to present some unique offers which people can get by taking certain action like leaving contacts or else.

 

To gain people’s trust, companies often share the testimonials from the satisfied clients on their websites. Video testimonials are an effective way to show that a company is trustworthy and can bring values. One more approach to product promoting is short entertaining videos. This type usually doesn’t seem like promo videos because it isn’t centered on a product or a company. The videos are meant to catch people on the emotional level by showing funny, heart-moving, or thoughtful video pieces having a short plot and a promoted product can appear as a secondary element. Quite often, if done and introduced originally, the videos of this sort get viral and present additional support to the brand.

 

All the types of promo videos can serve as efficient marketing tools. However, a company needs to choose the type accurately according to business tasks which the video is meant to accomplish.

 

Product presentation video for Toonie Alarm

 

Is a custom promo video profitable for businesses?

 

Custom promotional video creation requires time, money, and effort to spend, so obviously many companies are concerned with the question “What benefits will we receive from it?”. Here is the answer.

 

People perceive video faster than copy. Psychological research shows that human brain processes video material much faster than text. It means that people need take more effort to read a copy about company’s offers rather than watch a video. That’s why, by placing a presentation promo video on a website, a company increases chances that more people will know about their product. Also, a quality video can accurately transfer the message which a company wants to tell to its possible customers.

 

Video increases conversion rates. Since people perceive video better than text, they are more likely to be influenced by it. It easier to gain users’ trust when they are able to see how the product works in a real time. If people trust a company and are interested in their offers, they more willingly take an action such as signing up or trying a demo. What’s more, a powerful promo video is an effective way to retain users longer rather than a great amount of copy.

 

Good search engine results. A major part of the Internet content consists of text data. Video content has less competition so the users searching keywords are more likely to find a video on the first page. To achieve even better results, a promo video needs to have well-thought SEO with the appropriate keywords in the headline, tags, description, etc.

 

Better social sharing. People are crazy about nice videos and the thing they like even more is sharing these videos with their friends. Videos are mobile and easy to share, the reason why it can be easily spread across social networks. Businesses should keep in mind that buyers are the best marketers they have, so it’s vital to encourage users to share the links.

 

Video receives real-time feedback. Internet users like commenting videos and discussing it with the others. It allows a company to see what people say about them and their product. Analyzing the feedbacks, a company can make significant improvements.

 

Better branding recognition. If a company creates an interesting and original video, people are more likely to remember them. The thing is that video has the influence on the visual memory as well as the echoic one so the chances that users will recognize a brand increase twice compared to elements that are perceived only visually.

 

Creative video helps to stand out from the competition. Video marketing isn’t a new approach, even more, it’s been a top tool for decades. However, technology is evolving and so do approaches to video creation. Original and quality video can help a company stand out against competitors.

 

Promo video for PassFold project designed and animated by Tubik team

 

Promo video pitfalls to consider

 

Certainly, there is no ideal approach to product marketing: considering video as a promo tool, you need to keep in mind possible pitfalls it may bring. First of all, the creation of a powerful promotional video requires spending money and time. To make an effective video, professionals need to handle many processes: from scripting and video recording to video and sound editing. Original video will need unique graphic material and high-quality animation, so if a company wants a quality video, it must be ready to invest in it.

 

In case a company decided to make a promo video, they need to make sure it’s done right. Bad quality video can affect brand reputation almost as hard as a bad quality product. Also, promotional videos have to be useful and interesting otherwise the users may consider it as disrespect to their time which is also not the best thing for company or brand image.

 

One more thing you need to think about once you’ve applied a promo video is that not all people would like to spend their time watching it. It means that there must be another way for buyers how to learn about a product. It can be a short piece of copy which users could quickly scan and decide whether they’re interested or not.

 

And, finally, we shouldn’t forget about the technical side. High-quality videos can overload server of the website so it works slowly. When you include a video as a content element, it should be thoroughly tested on different devices and conditions. It helps to make sure there will be no technical problems that may make users frustrated.

 

Case Study: Opera custom promo video

 

In the end of 2016, Opera, a web browser developed by Opera Software, presented their promo video devoted to their achievements over the past year. It was a short animated video called «Opera 2016: Year in Review» with illustrations showing their acquirements. To make this project done, Opera Software collaborated with Tubik design team.

 

The main idea of this project was to create a positive and cheerful video presenting the fresh innovative features the company added in the web browser during the past year. It was agreed that the video must consist of illustrations accomplished in the 3D flat style and lush colors. Each illustration would present lifestyle object composition devoted to a specific month when a feature was delivered. The accent was made on the typography since Opera wanted to emphasize useful opportunities their users have now. That’s why designers come up with the decision that animation of the elements should be minimalistic so that it couldn’t distract users. Here is the result.

 

 

Welcome to read a detailed case study on Opera video creation.

 

All in all, videos have taken a big part in our life, the reason why we should take all the benefits from it. Stay tuned!

 

Recommended reading

 

Beginner’s Guide to Online Video Marketing: Making a Video (Part 1)

 

How Ecommerce Businesses Can Generate Organic Traffic with Video Marketing

 

The Top 16 Video Marketing Statistics for 2016

 

27 Video Stats For 2017


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