Tag Archives: webdesign


UI Animation: Eye-Pleasing, Problem-Solving.

Animation applied in user interfaces is the topic drawing high attention and provoking hot debates nowadays. 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. So, designers and developers work over more and more sophisticated methods to make animation pleasant-looking and problem-solving characteristic of modern apps and websites.


Why do users love motion so much? Mostly, because animation supports the essence of actual and real interaction, it creates the level of feelings and perception close to what people have when they are interacting with a physical object in real life. This sort of feeling can boost user experience rate of positiveness really high as the more natural user feels, the less effort is needed to deal with the app or a website and the more clear it is how it works. Certainly, it makes users satisfied. No secret, satisfaction and pleasure are among top things encouraging people to use the product again.


Like everything that is put into the interface and process of interaction with it, animation must be a functional element, not just a decor. Considering motion elements while planning user journey around the digital product, designer should deeply analyze its potential for increasing usability, utility and desirability of the product before making a decision to apply it in the layout or transitions. Animation in UI requires thoughtful approach and always needs to have a clear purpose set behind. Advantages and utility of using it in the interaction process have to be obvious and outweighing possible disadvantages. Animation should become icing on the cake, not a fly in the ointment.


Tubik Studio


Define the problem


One of the best approaches to make animation functional not only attractive is to reveal the problems that it potentially can solve. It can be done at all the stages of design process:


user research will let you know who the target users are, what’s their age, preferences, level of tech literacy, environments and conditions at which the product will be used, and plenty of other factors from the users’ side that can influence user experience;


marketing research will give the insights of existing products, their strong and weak sides as well as methods of forming user loyalty, which is the good basis for defining USP solving particular users’ problems as well as original ways of the product presentation and performance;


UX wireframing stage will enable to think over the logic of interaction, layout and transitions and get the first assumptions of the points which can be strengthened with animation;


prototyping stage will reveal new aspects of live interaction with the screens;


UI design stage will provide the complex of visual presentation for the product scheme and system setting a new perspective of applying animation into the app or website;


 user testing will show if the decisions made about animated elements were correct and their benefits really outweigh possible pitfalls.


tubik studio work


At every stage, if designer sets the goal to reveal possible big or small problems users can have, animation as well as any other design element can take the role of problem-solver for the case.


Let’s review some typical problems that can be solved by means of interface animation.


Problem: I want to know the action is done.


This is one of the problems that can be easily and quickly solved by animated details applied in UI. Microinteractions supported by clear finalization via motion create fast feedback for the user and make the experience positive and efficient while navigation simple and intuitive. Animated buttons, switchers, toggles and other interactive elements inform user in split seconds activating all the potential of fast visual perception.


switch animation tubik studio

Switch Control Animation


hamburger_menu tubik studio

Hamburger Menu Animation


hamburger button tubik studio

Hamburger button interaction


tubik studio button ui

Tab Bar interaction


add button animation

Add Button interaction


pageindicator tubik studio

Rubber Indicator


Problem: I want to know that action is in progress.


This is also a huge area of application for diverse motion design potential. When users interact with a digital product, they want to know what is going on at every single step. Making users wait in uncertainty is the risk of losing those users. Still, when users are informed, waiting can be not so annoying and stressful. So, this aspect should always be taken into account and there are many ways to support it via interface animation. This is the high time for pull-to-refresh indicators to come into play and show their best.


pull_to_refresh tubik studio

Pull To Refresh


preloader animation tubik studio



pull to refresh animation tubik

Pull to refresh


pull-down animation tubik studio

Pull Down — Hourglass


tubik studio pull down

Pull Down — Space Ship


Problem: I can’t see the progress and don’t understand how long it will take.


Quite often it’s not enough just to let users know that the process is going on. They often want more: to see how fast it is progressing and how long it will take. Again, interface animation can be a great helper here. Load bars and progress bars, animated timelines and other dynamic elements can kill several birds with one stone:


— they inform user about the level of progress


— they can become the entertaining element blunting negative experience of waiting in the process of interaction


— designed and animated in an original way, they can become a viral feature which users will want to share with others and engage more users into action.


tubik studio motion design

GIF for the Timeline App


tubikstudio motion design

GIF of Dynamic Scroll


Problem: I don’t want to make my screen a mess.


That is really a vital thing to think over in the interface design. If the screen or page looks like mess overloaded with tons of data which is not clearly organized, it will require additional effort from the user to understand how it works and where the needed information can be found. The more effort, the higher chances are getting that users will go away in search of simpler solution. In vast majority of cases users wish to have apps and websites that will simplify and improve their life, perhaps even will do some job for them rather than will take additional effort and time on interaction. Animation can be a good way to enhance interaction with various data blocks and sections and make everything feel organized even in highly data-saturated and complex interfaces.


sport app motion ui tubik studio

GIF for Sport App


tubik studio motion design ui

Cards Animation


UI Design Interaction Tubik Studio

Boat Station App


tubikstudio blog app ui animation

Blog App


Problem: I want to see the key things first.


Visual hierarchy and clear navigation are always a great concern for designers creating interactive digital product. Users’ attention should be immediately drawn to the key element of interaction according to its goal and conditions. Animated interface elements present great supportive force for this aspect, enabling faster and more distinct visual marking of important elements in the layout.


tubik studio tapbar ui

Tapbar Interactions


tubik studio behance weather app

GIF for the Weather App


App screens by Tubik Studio

Resto App 


Problem: I want to feel the interaction natural.


This is the problem that most users will not be able to formulate, still it has a great influence on user experience. If users say something like «I’m not sure what’s wrong but there’s definitely a thing», try thinking over more natural interaction. Animation in the interface can create pleasant illusion close to natural interaction with physical objects which often doesn’t need too much cognitive process. For example, if you pull the object, press it, move out the tab, the movements should feel natural.  Again, users won’t be able to see this sophisticated work accomplished by designers: they will take it for granted and the fact it makes them comfortable will be the biggest praise for design solutions.


tubik studio_social_network

GIF For Social Network 



Book Swap App


Dribbble shot by Sergey Valiukh

GIF for Restaurant Menu


This sort of problem is also popular in interaction with web interfaces. Thought-out movement of layout elements while the webpage is scrolled can enhance user experience significantly and create the feeling of one integral smooth interaction rather than several separate parts or blocks of the page. All in all, it’s pleasant and engaging, and these emotions are a good factor of retaining users.


Landing Page Animation Tubik Studio

Landing page animation


landing page animation Tubik studio

Landing page animation


landing page for capitoledge by TUBIK

Capitoledge — Free Screensaver


tubikstudio ui animation website design

Bjorn Website



Problem: The screen/page is boring.


Obviously, talking about interfaces, people often move functional side and usability to the foreground, as key or sometimes even the only aspect requiring consideration. And that’s right and logical, still it cannot null the fact that people are driven not only by logic. There are also such big factors as emotional and aesthetic satisfaction able to influence user experience greatly. Thoughtful balance of utility and usability on the one hand with emotions and aesthetics on the other can bring user-friendly product. And animation is a great booster in this perspective of interface design. It can mark out the beauty of colors and gradients, breath life into layout, make movements dynamic or vise versa smooth, strengthen the power of UI elements with motion and original transitions.


calendar-app animation tubik

Calendar App Animation


ui animation cafe app tubikstudio

Cafe Coupon App


Contact List Concept Scrolls Tubik

Contact List Concept


tubik studio application recipes and cooking

Recipes App


juicy player UI Tubik Studio

Juicy Player


So, definitely, animation in user interfaces has massive potential in solving diverse problems of interaction. Still, even the slightest piece of motion added into UI requires thoughtful approach analyzing not only advantages but also possible drawbacks. Animation should support the user, that is its main goal in the interface.


Tubik quote UI animation


Recommended reading


Diverse issues of applying animation in UI design have been an object of professionals’ attention for a considerable period. Here is the collection of articles for those who would like to read more on the topic.


Interface Animation. The Force of Motion.


Animated Interactions. Motion on Purpose.


UI Animation. Microinteraction for Macroresult.


UI in Action. 15 Animated Design Concepts of Mobile UI.


How to Use Animation to Improve UX


Functional Animation In UX Design: What Makes a Good Transition?


Experience Design Essentials: Animated Microinteractions In Mobile Apps


The ultimate guide to Web animation

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

ToonUP design by Tubik Studio

Tubik Products: Feel the Way of Outsource Clients.

Design is always the story of creative process for a particular purpose. However, the story itself can be written in a hundred of different ways and styles. It can be done individually or become the result of effective teamwork. It can be simple or complex. It can be narrow and specific or multipurpose. It can be outsourced or fully accomplished in-house. There are tons of shades for this story and all of them influence the final result that goes to users.


Here in Tubik Studio we have had the lucky opportunity to create a considerable number of design stories, all so different but all so definitely bright. It gave us the opportunity to feel all the benefits and pitfalls of design provided in terms of outsource partnership. To go further and get even closer to final users, to feel all the pains of our clients and all the variety of steps needed for creating an efficient product out of thin air, we have decided to make the next step and launch our own digital products. Extended design practice we have got through the years encouraged us to dive into all the path of product creation, testing, promotion and analysis to obtain that precious knowledge that will enable us to be even more helpful for our clients all over the world.


design studio TUBIK


No doubt, full-scope product design is not the way to start light-headedly. First of all, we had to analyze how design provided in outsorce differs from product design provided in-house. Let’s look over some insights together.


Outsource design


Being a team with a broad portfolio of outsource projects and having studied experience of our clients as well as plenty of successful product companies, we have marked out the following points needing consideration.


In outsource design process you are given a particular design task. That means you are able to concentrate on design tasks only as the strategic decisions are mostly made on the customer’s side. In practice, however, this disclaimer works a bit differently: creating design solutions solving users’ problems and bringing profit to the customers, designers can and often should influence the strategy of the product progress on the market. Anyway, all the final decisions and small or big changes of the product strategy are made by the customers team as they bear the final responsibilities and all the alterations or suggestions should be made in tight collaboration with the side launching the product.


In outsource design you work on the task you are assigned for, you are not a chooser of the strategy and not a decision-maker if this product is needed and if the idea behind it is good or bad. You have to study how to like and love any idea you have to work with because it is the only way to create good result and by the way to earn money. That is not in your scope of work to get into deep layers and tell the client that this idea will not work — your task is to make it work. That is what you are paid for.


In outsource design you need to have good skills of getting dip into the business goals and correspondent wishes of your client. In fact, if you are lucky you get a clear task supported with outlined target audience of the final product, perhaps marketing plan and ideas on client’s stylistic preferences. In other cases, you will get just a general line containing highly blurred task like «I want you to design a social network for drivers» and that is the part of the job to get all the details of how the clients sees it. It can be done by designers, sales and project managers, but whoever the doer of this vital job is, it is the only way to make the process of collaboration on the stage of design smooth and resultative.


—  In outsource design you aren’t always provided with the opportunity to communicate with stakeholders and influence their decisions. You are hired to accomplish a particular scope of works. It has to be mentioned that for many designers it is a benefit as they start work with a particular task in mind and do not need to get involved deeply at predesign or post-design stages. However, there also can be projects at which after launch of the product designers are later given additional tasks on maintenance and alterations of the existing product.


Design Studio Tubik


Product design


— In product design accomplished in-house all the scope of stages from ideization up to sophisticated testing and maintenance is done by one team. This means that designers get more chances of being involved into all the phases of strategical decision-making upon the product which is even more creative and analytical job but at the same time requiring more diverse skills and much higher responsibility.


— Full-scope in-house product design goes much further than actual design tasks. It includes all the creative cycle, with complex of tactic and strategic plans, ideas on commercialization and promotion, budgeting and content marketing, product philosophy and full-scope branding and so on and so forth. It means that the team will need diverse specialists that will establish solid foundation of specific skills strengthening design and bringing effective product into life.


— In product design the creators are the stakeholders. This certainly means deeper involvement of all the participants into creative process and at the same time more responsibilities.


Product design is the domain of higher financial and creative risks. In outsource design, especially when the process is already tuned and clear, the earnings can be more predictable and flexible in budget planning of the company.


— Product design suggests deep concentration on one project and one aim for a long time while outsource projects can be different and support the feeling of refreshment. Should be said,  none of the ways is better or worse, they are just different and sometimes what is one designers’ meat is other designer’s poison according to the individual peculiarities of nature and creative approach.


To sum up, in outsource design you are a vital part of the product creation and support while in product design you are actually in the heart of all the processes being not a part but the whole story. In outsource design you are a sort of hired executive while in product design you are a stakeholder with all the responsibilities of this not-so-easy job.


Broadening the horizons: Tubik upcoming products


Considering all those issues, we have decided to know it first hand: the work was organized in several direction so that our team could obtain as broad experience of full product cycle as possible and it could bring us even closer  to the pains, problems and pitfalls which our clients tackle on their way. We have set the purpose to create products helpful for their target audience and adding some social value as well as giving us comprehensive experience of full path of goal-centered design.


So, the directions in which we are working over the digital products are:

— content

— entertainment

— business

— education.


The first two of the mentioned points are actually represented with the products by Tubik team we are happy to announce. «Content» direction is presented with recently launched website Design4Users and «Entertainment» direction is presented with an application ToonUp which is really close to its release.




Design4Users Tubik Studio


Design4Users is a blog devoted to diverse design issues solving users’ problems. It is organized via the basic categories such as «Branding» «Product» «Print» and «UI/UX» and plenty of more detailed tags in the mentioned domains. This resource was started with the aim to provide designers, customers and all those who are interested in this sphere of human activity with a wide variety of useful and interesting content supported with attractive and functional design. The blog is designed, developed and curated fully by Tubik studio team.


Tubik Studio design team




ToonUp is a brand new alarm application for iPhones designed and developed by Tubik team. At the moment it is being prepared to release and its live version is coming up very soon. In this case, we have set the purpose to combine functionality with entertainment and support the product of everyday use with stylish graphics, which have been recognized our house specialty by great deal of clients, and gamification elements. If you would like to get updates about its release and sweet bonuses from our team, welcome to sign up here or keep up with the news on its Facebook page.


toonup application tubik studio


In our next articles and case studies we will tell you more about the creative process for these products and unveil some considerations on product design features, issues and requirements. Follow the news!

Welcome to see designs by Tubik Studio on Dribbble and Behance

Welcome to Design4Users

wordpress theme design tubik

WordPress Theme Design: Ready-Made vs Custom.

Today there is no point explaining numerous advantages which a website can bring to personal and business development. Websites provide companies, readers and sharers with a great variety of opportunities and niches, from personal presentation and communication to global educational programs and large business partnerhips or charity projects. Every day more and more people are looking for a way to efficiently use the unlimited potential of the world wide web for self and professional growth without spending too much time on its maintenance and studying how to operate with web dashboards or write code.


Understanding this growing need, there are platforms providing needed functionality: they allow people with intermediate or even basic skills of using the web to start their own website or blog quickly and easily. As the issue is debatable today in perspective of design and user experience of the websites created on these platforms, we have decided to add our ideas to this global discussion here in our blog. Naturally we will start with the most popular option which is widely used worldwide and is called WordPress.


wordpress theme design tubikstudio


What is WordPress?


WordPress is a content management system (CMS), at the moment it wins the top position in its niche. Content management systems are web applications created for making and operating (aka managing) different sorts of content via uploading, editing, and publishing posts containing copy, images, audio and video etc. So, this is the multifunctional platform for blogging, both personal and professional, and also creating websites for various businesses or non-profit organizations and movements.


There is a number of content management systems nowadays, all of which have their wide or narrow audience. However, at the moment WordPress presents the market leader opening wide opportunities for setting websites quickly and easily. Let’s look closer what are the benefits attracting people so much.


What are general benefits of WordPress?


To the benefits that have really positive impact on any sort of website set in this CMS we would definitely mention the following:


— WYSIWYG  («what you see is what you get») editor that enables people to work with the system and operate with content without knowledge and skills of coding in HTML or other languages. This means that, for example, professional copywriters or journalists can be involved straight into the process without necessity of additional training. Basic skills of operating with text editors is enough to start publishing. Moreover, it’s a great way to start for those people who can offer their services and goods but are really far from any sort of coding.


— Individual and group operations. One WordPress account presenting a website or blog can be controlled and filled with content by either one admin user or multiple users. That enables efficient teamwork which is especially appreciated for big informative resources.


— SEO-oriented URL formation and copy processing. Content applied in the products created on the basis of CMS can be automatically optimized for search engines that creates higher chances for the content to reach its readers. In addition, in the admin dashboard writers are offered the ability to even work over optimization of all the images uploaded to posts.


— WordPress offers its users detailed documentation and technical support, which makes interaction with the platform much easier.


The rich system of plugins enables to effectively adapt the websites along the requirements of its creators and final readers/users.


The variety of themes (design templates) enables users to select the design which is the most suitable for their aims, target audience needs as well as their own tastes.


Definitely, there are many other benefits, but the outlined ones are among the most popular features creating the feeling of user-friendly and multipurpose resource. Furthermore, today they are added with steadily growing field of design for WordPress themes that have already formed a huge repository of themes and templates for the users worldwide. So, let’s look a bit closer at the design aspect of the story.


front end develoment tubik studio


What is a WordPress theme?


A WordPress theme is a set of design templates that determines the general visual concept of a website as well as the interactive layout of its interface. Basically, it is the designed frame of a website which later will be filled with content. Themes are the way to display your content in attractive and edible manner to the final visitors and readers.


The theme can be chosen from the admin area and there are several ways to apply:

— the theme can be used in its original variant without changes;

— the theme can be slightly modified with the help of plugins or adding alterations to the original code;

— the theme can be massively changed via alterations in the code.


Themes define website layout on different pages (for example home page, post page, about page etc.), design features and elements (color combinations, typography, theme icons, buttons and illustrations etc.) and perhaps some special features (for example, sliders, preview models, menus, footer and header options, widgets etc.).

Summing up, choosing a WordPress theme, users can expect them to contain:

— typefaces and fonts styling

— the general visual design stylistic concept of the website

— color palette that often offers several combinations to choose from

— widgets availability and options for their location

— layouts of the webpages

— stylistic solution for blog or website archives.


There are themes that can be chosen for free and the ones that are paid for. Some of the themes could be defined as universal which means they can be adapted for different sorts and types of content, while others are designed aiming at more specific purposes like e-commerce, personal blogging, business presentation, portfolios, social communication, professional blogging for particular topic etc.


tubik studio landing page design

Vinny’s Bakery — website design concept by Ernest Asanov


In this perspective, the big question worrying many people thinking over the options of dealing with WordPress is the choice of selecting the ready-made theme, making slight alterations or creating totally unique design frame for their content management. Let’s consider this issue a bit deeper.


WordPress Theme: ready-made, ajusted or customly designed?


Actually, the theme choice is an issue of great importance. Visual impression is actually a card of invitation which gives readers of your blog or visitors of your website general imagination about its purpose and utility as well as can engage their interest to learn more. Carefully chosen theme can literally define the success of the business as well as reduce the chances of attracting broad audience.


It does mean that in any case users starting their path of interaction with WordPress CMS have to make a decision standing on the crossroads. Should they use a free theme or a buy a premium one? Should they select a universal theme or specified would be more efficient? Should they alterate the theme anyhow or rely upon the original solutions made by professional designers? This sort of questions seem not really easy. And there is no a single universal answer for all of them, which is why, perhaps, the market of WordPress themes is so comperehensive and dynamic today.


Looking at the options and grounding on the extended practice in webdesign for different purposes here in Tubik Studio, we are certain that choosing the topic or asking professionals to do it for them, prospective users selecting the theme should find the answers for several questions:


— What is the purpose of the website? What is it launched for?

— What is the target audience of the website? What is their motif to use your website? What their problems can you solve? What are their general preferences and psychologic peculiarities?

— What is the color scheme appropriate to your content and to the preferences of your prospective visitors?

— What sort of data should be shown on the home page?

— What sort of previews you find effective?

— What kinds of content are going to be presented?


These and many other questions can seem quite specific, especially if we are talking about the idea that is launched just for communication rather than for having profits, like personal blog, for example. However, any project having even a simple goal can use design means directly to achieve this goal. Design with thought-out interactions brings positive user experience and is a solid foundation for successful use of the CMS whatever it is used for.


Free themes


Free themes can work well, especially when users only start dealing with WordPress. They will definitely get all the benefits of the CMS platform, mentioned above, and perhaps even will be able to select the theme which will correspond to their aims. However, they should be ready that the number of variants will be quite limited and there will be not so many themes designed for specific purposes. Moreover, it will be hard to make your website look original as you will use something available to anyone. Still, for users with very limited skills and no experience of coding it can be a great platform to start getting familiar with the process. Knowledge of coding will make possible to alterate some settings and features in the theme.


However, for users starting websites with clear and particular business or personal goals and time frame of their achievement, this option can be too restricted and moreover too slow in providing result. For them, it is vital to start the website with clear, thought-out and recognizable design which will definitely attract their target audience and engage it to interact with the website content. In this case, more active help of professional designers can set the right route. And it can be accomplished in two ways.


Bought ready-made theme


Firstly, users can select the appropriate theme in the directories presenting them, such as ThemeForest, for instance. There is a big selection of various themes which get available for the buyers only after careful review checking the quality of their design solutions and code accomplishment. You can see the theme preview showing its main features. The themes are created by professionals who know how to deal with user-friendly solutions and think over the options not so obvious for average users but influencing final usability and conversion rates. You can see the creators of the theme and review their portfolio if you wish to ensure that they are professional enough. One more positive point is that the themes are categorized, so having specific goals it is easier for users to select the theme they need. For example, if you create a corporate website you set this filter and the list gets concentrated on what could be appropriate for your particular needs. This is a sort of goal-driven start of the way which makes possible to find the best match.


website design tubik studio

Adventure Agency Website by Valentyn Khenkin


Customly designed theme


Next step which can be also applied in the process of theme selection and its implementation for a user-centered and efficient website is customly designed theme. That means that all the features of the website like colors, layouts of the webpages, transitions and scrolling animation, call-to-action elements, responsive adaptation and many other design aspects will be customly created, tested and coded specifically for the requirements of this particular website and its target audience.


This approach allows website creators to think over the slightest details which will be empowered by general benefits of WordPress CMS. Design will be purposefully concentrated on clear goals and ways of their achievement, providing unique and custom user-friendly solutions on the basis of user research and then user testing. To make the thing even better, designer or design team curating the website can maintain the small alterations on the basis of practical analytics or provide general redesign on the basis of solutions that already proved themselves effective.


wordpress theme design tubikstudio

Customly designed theme created by Tubik Studio for Design4Users


To sum up, every above mentioned approach has its points and peculiarities in the aspects of pricing, adaptability, workflow and maintenance, usability of webdesign and many others. Anyway, we have to emphasize that every mentioned option has its own benefits for its segment of users. There is no one universal variant: each of them is good and appropriate when applied in accordance with corresponding conditions.


If you want to try yourself as a blogger, let’s say, posting short notes about traveling to different cities or visiting interesting events, then trying a free theme can be quite applicable to get familiar with a dashboard and the system in general.


For goal-centered business or personal blogging setting particular aims and timing for them, careful selecting and buying an appropriate ready-made theme can be a more efficient variant which increases the chances of getting more original looks for the website, as paid themes are used not so broadly and can offer more functionality and design templates or features.


For big websites with complex interface or those that require particular originality, creating a custom theme totally adapted to specific requirements and supported by the CMS abilities and benefits can show itself as the best and most resultative option, but can involve bigger investments. Any individual choice of approach should be made on the basis of the particular goals, requirements, target audience and budgeting.


In our next articles we will concentrate more on applying these approaches in practical design perspective. Stay tuned!

Welcome to see designs by Tubik Studio on Dribbble and Behance

tubik studio landing page design

Soft Landing. 10 Design Concepts of Landing Pages.

What makes the journey by air good? Easy take-off, smooth flight, breathtaking view from the air. And soft landing with feeling safe and convenient. These final minutes of getting to your destination can become the icing on the cake, enhancing comfort and excitement of the flight, or vise versa, the dark spot crossing out all the amazement and positive moment if landing is hard and unpleasant, perhaps confusing or painful. Landing really does its job.


In webdesign it works similar. For many users well-thought-out landing page will be the good experience of getting to the right destination and starting a journey around the website from the proper point. In our previous article sharing the details of design for efficient landing pages we mentioned that process of creating landing pages lies on the crossroads of design, marketing, user research, psychology and other spheres dealing with people, their behavior and solving their problems. 


Here we have collected 10 different UI design concepts accomplished by studio designers. They represent different landing page reflecting various business goals, natures of presented offer and visual styles supporting the purpose.


Landing page for the shop selling organic products


Tubik studio landing page design


The aim of the presented landing page is to promote a shop of organic food. It is composed in several blocks presenting the name of the shop, products, highlighting some important aspects of service, call to actions and testimonials. The designer sets the purpose to make it informative but not overloaded, appealing but not aggressive. So, all the visual accents, first of all key images of food selected carefully to immediately transfer the appropriate message to the user, support the basic theme. To make the experience more attractive and engaging, the process of scrolling the page was livened up with animation and the visual elements were selected to support the general theme and provide immediate visual perception of basic idea.


We can also see that in this case the designer chooses quite short and condensed copy blocks which provide users with basic data and give the links to learn more following the call-to-action. At the same time keywords describing the most important benefits like ‘organic’, ‘home-made’, ‘quality’ are marked out visually so that they could be noticed at once. This strategy is wise as users do not need to spend much time reading to learn about the service, but see the opportunity to learn more any time they need. 


Landing Page Animation Tubik Studio

Landing Page Animation by Sergey Valiukh


Landing page for a website providing services for everyday life


landing page design by TUBIK

Here is the landing page concept designed for a website of the agency that presents its services. The variety of provided services is echoed by the variety of colors used in the interface. The designer’s aim was to make it lively, vivid and attractive, creating catchy first impression and supporting positive user experience with engaging design solutions. Dynamic motion accents add much to the general stylistic solution whereas good combination of fonts with balanced contrast of layout elements create the field of good visual perception and enhance readability.


landing page animation Tubik studio

magic.co landing page concept by Ludmila Shevchenko


Landing page for museum exhibitions


Tubik studio UI animation

Tubik Studio | Museu by Ernest Asanov


This example presents a landing page promoting art exhibitions. The idea behind it is to make this sort of promotion aesthetic and unobtrusive for the user as well as highly informative. The balance of minimalism and utility appealing is kept by means of style, color and motion. The minimalistic presentation still is highly informative and successfully uses the studies along eye-tracking for applying the most important layout elements in the zones of the highest usability.


As we mentioned in the article devoted to benefits of dark background in UI, color of background can be not only the effective field of presentation but also the carrier of its own message. Dark colors are usually associated with elegance and mystery. Moreover, black is often associated with elegance, formality, prestige and power. That is, perhaps, one of the reasons why many powerful brands build their visual presentation around black-and-white scheme with dark dominating and light presenting and informing the recepient. Playing out this aspect in interface design can provide additional support to other design solutions and general presentation of the product which we can definitely observed in the presented design concept. Dark background make the images of the exhibits look more deep and stylish while the readability doesn’t suffer being supported with the right choice of fonts.


Landing page for a non-profit charity organization


Tubik studio landing page ui


The provided example shows the design concept of a landing page for a non-profit organization accomplished. It uses considerable copy blocks and supporting visual elements to set the understanding of the club activity. Decision on the amount of copy used on the page should be the aspect of thorough research and testing as it directly and highly influences conversions. However, it doesn’t mean that every landing page should contain minimal number of words. If it presents a famous company product or service or informs about special offers, sometimes short and concentrated copy is enough to encourage users. However, if a new unknown product or service is presented, it is important to provide users with more information persuading them to follow call to action. So, in this case copy becomes a tool of engagement and informing as the service is not concentrated on the product that can become the primary visual accent, but with the activities that should be verbally described.


tubik studio landing page design

Arts, Culture & Education Curation | Landing by Polina


Landing page for a native Mac application


tubikstudio swiftybeaver landing

SwiftyBeaver Landing Page by Ludmila Shevchenko


Here is a landing page for SwiftyBeaver native Mac application whose target audience is developers. As we can see it is designed in minimalistic manner and concentrates users’ attention on short copy about the product’s functionality and CTA enabling to request a free beta access. Although the page provides other important links, they are designed in a way not distracting from the main elements providing conversion. The work on landing page for the product was also an interesting and challenging design task as far as the product doesn’t offer a lot of visual material for user engagement and attraction. Therefore, the main visual design solution was made around the colored accents echoing the design solutions of the application interface layout. 


Landing page for a gym




Here is the landing page of a gym presenting all the basic information necessary for user: general description, provided services, trainers, prices and location. Slight colorful accents and motion effects are used to make the interface more engaging and scrolling more smooth. In this sort of service selection of appropriate motivational images is vital as people associate workouts first of all with attractive and athletic body and positive energy. So, photos applied in design presentation support this particular aim creating clear and obvious perception of the theme and benefits of the service. Bold and strong font applied for headlines adds to both fast readability of key messages and general visual consistency of all the design.


gym landing page concept by Tubik

Gym Landing Page by Dima Panchenko


Landing page for the shop selling travel gear


Travel Gear Landign page by TUBIK


This one features the layout of a landing page for e-commerce. The company presented by it sells gear for extreme sports and active traveling so images were selected to set immediate understanding of the main theme. The page includes general description of the shop, presents ability of transition to the catalog via description of hot offers and also has testimonials part to provide users’ opinion about the service. Good combination of visual elements on the background as well as dynamic photos support the clear setting of the theme and provide the strong associative link to potential buyers enganging them and informing about the nature of the offer.


tubikstudio travel gear landing


Travel Gear Landing Page by Tania Bashkatova


Landing page for a service selling wood products


landing page TUBIK design


Here is a landing page concept for the company offering handcrafted wood products for everyday life. The main design idea was to use wooden textures in some parts of the page to visually maintain wooden atmosphere and create a feeling of naturalness. The dark background helps to emphasize the colorful elements and make the overall color scheme more intense and stylish. Types and fonts were carefully selected and tested in order to strengthen general composition and provide readability for all the copy elements on the page.


TUBIK webdesign landing page

Wood Products Landing Page by Alla Kudin


Landing page for a digital non-profit product


landing page for capitoledge by TUBIK

Capitoledge — Free Screensaver by Vladyslav Taran


The landing presented here has the aim to inform users about a free education service Capitoledge Screensaver which provides the opportunity to use screensaver for studying capitals. Here you can see the upper part of the landing page which features interesting and engaging animation activated by smooth scrolling. Visual presenation is full of air due to light background which also provides easy readability and quick perception of the background map image. 


Landing page for an adventure agency


landing page design TUBIK

Adventure Agency Website by Valentyn Khenkin


Here is the concept design, presenting a landing page for an adventure agency specializing in air-balloon tours. All the information blocks are supported with bright thematic photos while copy blocks move users through the sales funnel stages. Again, light background feels harmonic and naturally adds air to general design presentation.


So, practice shows the diversity of techniques and methods to make a landing page informative and attractive. Nevertheless, to retain users, trendy and pleasantly-looking design should just cover effective functionality and user-friendly solutions which are accomplished according to business goals and user research. Otherwise, beautiful design will work like a hard landing immediately erasing all the positive vibes caught during the flight and that is a fast way to reduce conversion rates which are actually the main purpose of landing pages. Put usability, informative value and functionality first, think over the logic, transitions and intuitive navigation — and visual design will become a great support for smooth and effective landing!


Today’s list is over but studio practice is full of many other interesting examples of design concepts for different purposes and needs of modern users. Don’t miss new presentations in our future posts.

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

tubik studio home page design

Home Sweet Home. Strategies of Home Page Design.

Home is usually associated with the place where you feel comfortable, convenient and safe. That is why, perhaps, the saying «Home is where your heart is» has gained its popularity. For many of us, web network has become an integral part of everyday life, both professional and personal, so no wonder the word «home» describing the main page of a website stays much more common and frequently used than all the other versions.


Talking about webdesign, home page in fact is the place which should make the interaction with a website of any complexity convenient and positive. Any designer wants to create it as a place where users can find everything they need easily and quickly. So, this object of design effort is strategically significant as most users dealing with a final web product in vast majority of cases have a chance to interact with a home page, even if its not a place from which they start a jorney around the website.


Earlier, we have already provided our readers with general explanation of home page and its typical features in the issue of UI/UX glossary devoted to web design issues. This time let’s extend the basics with some ideas and strategies important to consider designing home page.



What is a home page?


Home page is the most popular name for the main page of the website. It is called home as it usually provides starting point with many further directions for the user, containing direct links to the most important areas of interaction with a website. In other words, it can be also named initial page or index page. Home page is mostly the start of users’ journey if they are directed to the site by search engines which means that it is the page which is visited by the biggest number of website users.


In addition to essential links to different website parts, home page often contains search field, basic onboarding functionality for personalized sites, different areas of navigations showing users diverse categories of data. It might also contain engaging welcome messages and copy blocks featuring slogan and/or explaining benefits of the website or objects it presents.


More than a decade ago famous expert in usability Jakob Nielsen wrote Top 10 Guidelines for Homepage Usability in which he said: “Homepages are the most valuable real estate in the world. Each year, companies and individuals funnel millions of dollars through a space that’s not even a square foot in size. For good reason. A homepage’s impact on a company’s bottom line is far greater than simple measures of e-commerce revenues: The homepage is your company’s face to the world. Increasingly, potential customers will look at your company’s online presence before doing business with you — regardless of whether they plan to close the actual sale online.” Long time has passed since then but clear and user-friendly home page is still the issue of vital importance for an efficient website.


Home page is actually a basis of good navigation which is usually the core of positive user experience. Messy interface and badly designed layout can become the reason of user confusion and annoyance.

tubik studio homepage design

Event Agency Webpage by Tania Bashkatova


What does a home page usually include?


The aspects of interaction with a website home page should advisably provide the following data:


— the nature/theme of the website: the users need to understand immediately if they deal with a company website, professional blog, e-commerce website, social network, personal blog, educational platform etc.;


branding elements or other stuff supporting the web product identity: home page should be easily recognizable, memorable and identified by users among tons of others. Thoughtfully accomplished branding can be used to serve these goals, at least presented with a logo and corporate color palette. It plays the vital role for commercial and corporate websites which should feature strong connection with a particular brand or company; however, for non-profit or personal websites elements of identity also have a great impact on boosting usability and memorability;


goals and utility of the website: it’s important to let users know what is the purpose of the website and what users’ needs it can satisfy. When users are provided with this sort of data during the first interaction with a website, they are ready to devote their most precious resource — time — to know more;


ability to search around the website content: the search field or button should be easily seen and recognizable as well as located in the area of high visual intensity according to eye-tracking trends;


navigation elements providing the ability to move to different sections and pages starting from the home page: the home page becomes the starting point of the route from which the user should get the ability to move to any essential and meaningful part of the website an also get back home any moment and from any point of journey;


contact information and preferably data about creators or responsibles: the home page is the place where users expect to get provided with the basic information about who creates, maintans and curates the website and how to contact people in charge if there is such a need;


— links to social networks: support of social networks is not only an effective tool of social marketing but also the good way to communicate to users. Social networks are now used by thousands of users on regular basis, so there will be always the ones who are interested to see how the website is positioned in the environment which is common and clear for them as well as contact via usual social network tools instead of looking for the means of communication on the website. Considering and applying this trend can be one more step to positive user experience;


testimonials or information supporting trust to the website: mentioning famous clients or partners as well as the signs of social popularity can be a catchy factor to learn more and further invesigate the website content.


Defined target audience and rigorous user research, made on the earliest stage of interaction and visual design, enable designers to sort out layout elements of the highest priority according to target audience’s needs, expectations and  peculiarities of psychological perception. Preferably, the components of the highest priority should be placed in the pre-scroll area of the home page to make their perception fast.


As home page is actually the front door to the website, definitely it should provide all the strategically vital information about the website which a user should be able to absorb in split seconds. It’s important to remember that not many users tend to spend much time investigating a new website: in most cases there is a couple of minutes to attract their attention and inform about the website while they are scanning the page. If this short time is used wisely to communicate the observers about the theme and benefits they can get, they will be ready to spend more time to learn further and browse the site.


For this reason, it is highly advisable for web designers to learn more about psychological and physiological aspects of user interaction with web products, in particular color psychology and studies about eye scanning trends, for example the investigations by Luke Wroblewski and Nielsen Norman Group. They are deeply helpful for designers seeking to create home pages with high level of usability which directly influences general conversion and bounce rates of websites. Knowing how users tend to scan the web pages, designer can apply the most important elements in the zones of the highest visibility and in this way make the page quickly informative and catching attention of target users or readers.


tubik studio ice ui website

Tubik Studio | Ice by Ernest Asanov


Should all the traffic be directed to home page?


The answer considerably depends on the nature and complexity of the website. The biggest deal to think over 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 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. 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 case of ecommerce websites when unwise design solutions bring to poor user experience and financial losses. If you want to know more about effective use of landing pages, welcome to read about the topic in detail in our previous article.  Anyway, the approach in every case should be based on user research and then thorough user testing.


What are important aspects of efficient home page?


Among the numerous aspects essential for such an essential zone of high functionality as home page, we would define the following aspects as the ones definitely deserving attention:

— clear intuitive navigation and balanced visual hierarchy

— application of different menu types enabling to avoid overloaded page design

— utility of the applied layout elements

— readable copy easy to scan

— length of copy blocks that correspond to target users’ needs and expectations

— usage of language (vocabulary, syntax, modality, keywords etc.) which is understandable and appealing to target audience

— intensity of graphic visual content

— short loading time of the webpage

— thought-out and efficient search

— responsiveness of the webpage when it’s opened on different devices and screens with various resolutions

— effective application of keywords

— good balance of tradition and innovation

— accessibility of the home page from any point of the website

— easy and clear recognizability of the home page in comparison with the other pages of the website

— consistency of visual design solutions

— visible and informative call-to-actions

— defining most important content to get it supported and strengthened with visual design solutions.


Here are some more design concepts for home pages accomplished by Tubik Studio designers.


home page landing tubikstudio

Comics Shop Home Page by Dima Panchenko


tubik studio design

Structure – Architecture Blog by Ernest Asanov


Recommended reading


Here are some more articles we could recommend for those who would like to get deeper into the topic of home page design. Some of them are classics while the others represent the ideas around quite modern and fresh trends, anyway all are useful for those who want to design helpful, usable and attractive home pages :

Top 10 Guidelines for Homepage Usability

6 Features a Prospect Needs to See on your Homepage Design

The Ten Most Violated Homepage Design Guidelines

5 Things to understand before designing Homepage for your start-up website

113 Design Guidelines for Homepage Usability

36 E-commerce Homepage Design Best Practices from the Experts

6 Elements of Outstanding Homepage Design

Home page principles

How eye scanning impacts visual hierarchy in UX design

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

tubikstudio animation ui

Food for Thought. 10 Tasty UI Concepts for Eating and Cooking.

Many decades ago famous writer George Bernard Shaw, known for his sharp tongue and sparkling sence of humor, said: “There is no love sincerer than the love of food.” With the course of time nothing actually has changed: food is still among the most important, discussed and loved aspects of everyday life. The sphere of design features it in diverse faces and directions combining traditional visualization with new techniques and approaches.


UI design is no exception. The basic idea behind UI/UX design is to create interfaces solving problems and satisfying users’ wishes. As eating is one of basic human needs, no wonder we can find numerous applications and websites devoted to this theme. We also take active part bringing new ideas and polishing existing solutions in design projects and concepts for websites and mobile apps. As well as with real meals presentation, visual design for digital products of this sort is a real food for thought.


Like with nicely performed meal, well-done attractive UI is able to increase the level of users’ expectations and catch their attention and senses immediately. However, even the most creative delivery of a meal is not able to save the situation if the food itself is low-quality and vapid. The same happens with UI. If designer doesn’t think much about the product itself, its logic, convenience, effective layout, being focused only on beautiful presentation, the risk of creating dead product is incredibly high.


In our previous article devoted to role of icons in UI we mentioned: the best chefs always say that everything put on the plate should be edible. According to the latest trends, we support the same idea when it comes to icons as well as the other elements of layout: everything that is put on the screen should be functional. Therefore, any icon used in the interface should have its meaning and function. Without it, an icon is just a kind of empty stub, making the layout of the screen or web page dirty with the unnecessary elements. This philosophy works well with other interface elements like copy, illustrations, photos, animation, color combinations, typography choices etc.


Here we have collected 10 different UI design concepts accomplished by studio designers. They represent different aspects reflecting topic of food: some of them are devoted to cooking theme, some present the direction of eating out, the others are connected to selling food. The nature of functionality platforms are also different: the concepts feature interfaces of  mobile applications, websites and landing pages. If you are interested to see more details, just follow the links. Let’s review them all. Bon appetit!


Dribbble shot by Sergey Valiukh

GIF for Restaurant Menu by Sergey Valiukh


The first of presented concepts is a mobile application for restaurant visitors. It features animated interaction with the screen presenting basic view of restaurant menu.  The names of categories are presented via effective combination of highly readable copy and clear meaningful icons for quick visual perception. Simple design with animated accents which immitate interaction with physical objects is a good way to bring positive user experience.


App screens by Tubik Studio

GIF for the Resto App  by Sergey Valiukh


Another piece of interaction for the same app shows one more block of its functionality. It’s a simple restaurant app for checking in and receiving feedback from clients and visitors of different restaurants. The main idea was to provide a simple and easy-to-use interface based on animation and color accents. Restaurant profile shows how many visitors were there and how many of them liked it. The whole app enables to vote for several different features of each restaurant such as «cuisine», «drinks», «comfort», «service» etc. Visual support with high-quality photo content featuring food and drinks enhances stylish looks and feeling the theme.


recipe website design Tubik Studio

Cooking Website by Ludmila Shevchenko


Here is the concept of a cooking website where users can find interesting recipes, add their ones and read useful articles devoted to food topic. The piece of interface is iPad version of layout. The designer chooses light background adding air to the screens and providing environment for efficient readability for different blocks of copy. Color markers are used to define the categories of content.


ipad interactions animation

iPad App Interactions by Sergey Valiukh


This one is an iPad application for booking tables in restaurants. To show its functionality and strengthen it with gorgeous food images, the designer chose an experimental bar profile page. It’s a venue where users can order fruit and seafood, and the profile page which contains everything to go with booking a table, sharing and saving this venue. Animation shows the interactions of user flow showing what happens once the «Book» button is tapped.



Vinny’s Bakery by Ernest Asanov


This one a the design concept of a website for a small bakery selling homemade bread. Here you can see the home page presenting the service, providing the links giving more information about the company and the items it offers as well as links to social accounts. The designer was keen to activate different techniques of visual perception via headline, images, background and copy block so that users could get the basic information immediately and got the warm feeling of freshly baked bread. He followed the philosophy of minimalism which is user-friendly, attractive and informative. On the basis of the design solutions it is easy to assume that this is the service positioning itself as a producer of upmarket products which are exclusively hand-made and presumably because of that reason cost higher than average bread in the supermarket. Harmony is the style provided by the webpage: dark background, branding element as a central element of a header, strong and clear headline establishing positive emotional message, visual elements enabling immediate perception of the theme and setting strong visual association with tasty pastry, short text block describing basic benefits of the product and clear visible call to action.


Landing Page Animation Tubik Studio

Landing Page Animation by Sergey Valiukh


The aim of the landing page above is to promote a shop of organic food. It is composed in several blocks presenting the name of the shop, products, highlighting some important aspects of service, call to actions and testimonials. The designer sets the purpose to make it informative but not overloaded, appealing but not aggressive. To make the experience more attractive and engaging, the process of scrolling the page was livened up with animation and the visual elements were selected to support the general theme and provide immediate visual perception of basic idea.


tubikstudio ui design

Tubik Studio | BuonApp by Ernest Asanov


Here is the interface of a social network for those who like cooking and want to communicate and get updated about this topic in fast and easy way. The app enables using all the scope of social functions: sharing recipes, making discussions, chatting, following, uploading images, collecting favorites and so on. Nice and smooth animations supports general stylistic concept and shows interactions within app functionality. As we usually do here in Tubik Studio, the designer followed the idea of keeping the balance of usability and attractive looks of the interface.


ui animation cafe app tubikstudio

Cafe Coupon App by Dima Panchenko


No doubt, good food is the great way to feel the world more positive and that is the key message behind the presented animated interface design. This is the concept of a mobile application for a chain of cafes providing the functionality for saving coupons and discounts and then using them buying tasty stuff. Interface animation is added to make the screen and interactions more lively and engaging and enable easy microinteractions. Icons and illustrations look bright and add positive vibes, even small layout elements like the icon for notifications are reflecting the basic theme and support consistency of general stylistic concept.


tubik studio healthy food animation

Healthy Food App by Ernest Asanov


Here you can see the screens of the mobile app organized around the idea of healthy lifestyle and providing recipes and tips on healthy food. Engaging graphic elements and correspondent color solutions are used to set the theme as well as enable fast visual perception of information which is supported with unobtrusive motion design accents. Animation is also used to show various interactions with a product. Together all those features support user-friendly, attractive and informative interface design.


tubik studio application recipes and cooking

GIF Animation for Recipes and Cooking by Sergey Valiukh


This is a design concept for the recipe application. With it, users can add recipes to their collections or find the ones online, categorize and organize their recipe books and categories, form menus and shopping plans. So, here you can see some interactions livened with motion design. They feature the process when the user is choosing the item from the list of categories and then from the list of particular recipes in one category. The implementation of the concept will be soon available free at GitHub.


So, practice shows the diversity of techniques and methods to make an app or website tasty and attractive. Nevertheless, to retain users, trendy and pleasantly-looking design should just cover effective functionality and user-friendly solutions. Otherwise, beautiful design will work like a cover without a sweet inside and that is the fastest way to lose the users. Put usability and functionality first, think over the logic, transitions and intuitive navigation — and visual design will become a great icing on the cake!


Today’s list is over but studio practice is full of many other interesting examples of design concepts for different purposes and needs of modern users. Don’t miss new presentations in our future posts.

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

tubik studio graphic design illustration

Tubik Monthly Review. June.

Hot summer days are full of bright impressions, various design projects, creative brainstorms and productive teamwork. Starting a new month, let’s remember what was done in June.


Our Dribbble page got new shots presenting various design concepts: graphic design, mobile interfaces, landing pages, animations were posted by studio designers.  Let’s look through the June shots. If you are interested to see all the details  full-size, just follow the links.



Vinny’s Bakery by Ernest Asanov


icon pack tubik studio

Bright Icon Pack by Ludmila Shevchenko


tubik studio landing page design

Landing Page. Design Issues by Marina Yalanska


character illustration tubik studio

Indian Dreamcatcher by Arthur Avakyan


travel app tutorial tubik studio

Travel App Tutorial by Denys Boldyriev


3d animation tubik studio

BeBright App 3d Animation by Kirill


book swap app tubik studio

Book Swap App by Ludmila Shevchenko


web design tubik studio

Web Design Glossary by Marina Yalanska


tubik studio healthy food animation

Healthy Food App by Ernest Asanov


gym landing page concept by Tubik

Gym Landing Page by Dima Panchenko


tubik studio illustration graphic design

Muscles Magazine by Denys Boldyriev


tubikstudio travel gear landing

Travel Gear Landing Page by Tania Bashkatova


Surely, we took a chance of publishing some articles here in Tubik Blog about actual design issues. In case you missed any of them, look through the list of topics discussed in June:

  • UI/UX Glossary. Web Design Issues.  New set of UI/UX design glossary focused on basic terms used in webdesign sphere. Here you will find the explanations and examples of webdesign as a sphere of human activity, responsive design, home page, landing page, footer and header.
  • ITEM 2016. Conference Connecting Experts. The review of ITEM-2016, big IT conference held in Dnipro, Ukraine, which became a bright start of our summer. Great speakers and guests from different countries, wide range of topics and many bright moments of professional communication.
  • Design Is a Job. 30 Honest Quotes by Mike Monteiro. Fresh set of quotes about design issues. This time it is based on useful and helpful book «Design Is a Job» by Mike Monteiro, the co-founder of Mule Design who is deeply and sharply honest about not only the benefits but also pitfalls of design process.
  • FAQ Design Platform. Human-Centered vs User-Centered. Are the Terms Different? The issue of FAQ Design Platform concentrated on slight nuances in definitions of human-centered and user-centered design with examples by studio designers.
  • Business Terms in Design for E-Commerce. Sales Basics. When in Rome, do as the Romans do. When in business, know what the business people talk about. First set of key business terms for designers who work for e-commerce: conversion, sales funnel, sales channels, niche, 4P etc.
  • UI in Action. 15 Animated Design Concepts of Mobile UI. The diverse set of design concepts providing practices by studio designers in interface animation. Motion design ideas for various mobile applications, supporting layouts from slightest motion accents up to core interactions.
  • Short but Vital. Key Abbreviations in Design for Business. The article continues to set the bridge between business and design. This time we consider popular abbreviations such as MVP, USP, B2B, B2C, C2C and their influence on design solutions in perspective of UI, UX and branding.


tubik blog article


As usual, we were keen to actively share our knowledge and experience answering questions about various design topics on Quora. Here are the most popular ones in June:

What blogs can help me become well versed in UI, UX and usability standards?

— What is a home page?

What is a landing page?

— What’s the difference between human-centered design and user-centered design?


Tubik studio on Quora


Design events were also a bright part of the month. In June the team of studio managers attended the conference ITEM-2016 and designers attended Shuba meetup.


ITEM conference IT Tubik managers


Tubik studio designers


June moments of work, rest and creative search were traditionally shared with our followers on studio Instagram page.


tubik studio design office


tubik studio designer ecommerce


Definitely, we didn’t miss the chance to share our ideas and experience via Medium and kept everyone updated with studio news via Twitter, Tumblr and Flipboard.


Welcome to join us wherever it’s convenient for you. Positive summer vibes and bright inspiration to everyon. Let’s meet a new month of projects, ideas, meetings, fresh design concepts and wise tips from experts. Stay tuned!

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

tubik studio design for business

Short but Vital. Key Abbreviations in Design for Business.

Design is the job whose aim is to achieve the goal and usually it is done by multiple means, techniques and tricks. Anyway, design is a professional activity that has to solve a problem. In design perspective even purely artistic elements have to perform some task and play their role in achieving the goal. In the vast majority of cases we design not for ourselves or our clients: we design for users who have pains, needs and wishes and our task is to set the goals and find effective solutions. It’s like math: you get the problem — you find the formula and way to solve it — you work over the solution — you get the result. To get the result you need to set the goal at the very first step of design process.


Plenty of websites and mobile applications are created with a sort of business idea or scheme behind. That makes them goal-oriented and customer-oriented. For designers it can be both help and challenge: they get a clear goal, which means they know what result is expected, but with the goal they also get a set of limitations and restrictions to consider. Designing for business, it is necessary to understand not only user experience and behavior, psychology behind interaction and decision making, but also business goals and processes which influence general result. It is important to understand business language to have a quick contact with customers, who sometimes don’t know much in design, but definitely know what are their business goals and expectations.


In our previous post devoted to basic business terms we have already started building the bridge between business and design process. There you can read about business and design relations in ecommerce, get the definitions of conversion, sales funnel, sales channel, niche market, 4P theory etc.


tubik blog article


Today’s post continues the topic with vital abbreviations which are now an integral part of business communication. Making orders for design and development services, customers can mention those abbreviations in scope of work and philosophy of product, they should be included in business and content strategy. Understanding them and knowing design aspects of their realization results in goal-oriented and user-centered design which is able to solve problems and bring profit.


So, let’s get started!



=Unique Selling Point / Unique Selling Proposition


Definition. Unique Selling Point (Unique Selling Proposition) is the element of marketing and promotion strategy which presents the most important benefit (or set of benefits) that people can get with the product or service. This is actually a feature which makes the offer unique and different from the others on the market. This is what marks the offer out of the competition.


The article published by Kissmetrics Blog and giving several practical examples mentions: «Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific, and it becomes what you’re known for.» That is a good explanation of how USP is beneficial for business itself and why it should be also considered at design stage. For most cases of business practice, the attempt to offer everything for everyone is the utopy which goes nowhere. Specific offers to definite target audience give much more, especially at the start of the way.


Design aspect. USP is an important thing to define at the first stage of ideation and development of business strategy and design solutions that correspond to it. Outlining the USP is one of the hardest tasks as it actually influences on all the design process as well as ways to present and promote the product. However, starting work without understanding what is going to be the USP is mostly like starting traveling without any particular place or destination in mind: it can be a sort of exciting experience, but nobody knows what it will bring in the end. Business trips are never planned like this and business goals are hardly achieved that way.


If USP is defined at pre-design stage that means that all design solutions can be made to support it. That is a good foundation for efficient branding supported by recognizable and consistent interface design which enhances better interaction and memorability. USP directly influences on:


— design of a logo and brand identity

— understanding the mission of the offered product, its tone and voice which directly influence visual and graphic design presentation

— application of identity in the elements of interaction (website, mobile application, interactive displays, presentation in social networks etc.)

— building up principles of interaction and user experience in terms of efficient presentation and providing benefits of USP

— creating user interface that clearly reflects USP and provides fast and easy way to getting it

— creating and selecting content which will support general design concept and show users the advantages of the product

— design of a landing page that will have the structure and content directly presenting USP to target audience

— applying design tactics that increase conversion of the webpages or app screens

— strategy of SEO and copywriting which will support design solution and consistency of the offered benefits etc.


It’s also important to realize that USP is not a business statement or business goal itself. It is the benefit that the provider shows and outlines as essential and beneficial for users. Business goal is the result which company wants to obtain, business mission statement is a sort of 3D presentation (the directions of business development and its results for company’s clients, employees and owners), while USP is what company shows to clients and users as good and worthy for them.


tubikstudio ui animation website design

Tubik Studio | Björn by Ernest Asanov


For practical example, let’s imagine a company launching a website selling books. Suppose, the business goal is to sell 5000 books via the service for the first year. To do it, the company needs to attract visitors with a feature that will differ it from the others on the market. Say, the website will provide the ability for live communication support in choosing books provided 24/7. A user will be able to ask any question about the range of presented books any moment when it’s desired and get the immediate feedback, which is very convenient for customers. That is what the service chooses as its USP and declares to users as the feature differing it from the competition. Buyers do not need to know the business goal as how many sales are expected to be done or how much profit the company wants to earn. Buyers need to know what is especially good and comfortable for them so much that they should come to this company and not to the other. When it is defined at the first steps of creating the product, design becomes the powerful tool to inform users about the benefits, strengthen their power, make them look as attractive as possible for this particular target audience.


Moreover, knowing the USP with which the product is or going to be positioned on the market, UX designer is able to find the best ways and techniques to provide users with the ability to get what they want quickly and easily. Navigations, usability solutions, layout and transitions — everything will make user experience more positive and efficient while business goal more achievable.  This is how thoughtful design works for business.


Therefore, at the earliest stages of design process, project documentation should definitely include the data about USP. If design and marketing are done within one company, it is highly advisable that management, marketologists and designers get together and discuss the general strategy of work to avoid misunderstandings. If design is outsorced and provided by the other side it is recommended for designers and project managers to get as much information about the USP as possible. This will save money and effort for both sides as this way reduces issues of redesign that can come up when the task is very general and blurred as well as will provide the result which is more customer-oriented and adjusted to business goals of the company.


As a practical example, we can remember the story of creating new branding and UI design for Saily App. This is a local service of user-to-user e-commerce. The customers defined its USP from the very start: it is a local community app allowing neighbors to buy and sell their used stuff, so it provides people with the ability to sell their own things or quickly search for the needed ones sold in their location. This idea became the solid basis for all the design solutions around branding and user interface of the app, setting bright experience and friendly communication. If you are interested to read the details and see visual design process, welcome to read case studies on logo design and UI design for the app.


tubik studio UI design




=Minimum Viable Product


Definition. MVP is a product with the set of minimal functions and features which are logically completed and sustainable providing the most important and basic functions for the core target audience. This means that the basic version of the product, able to fulfill key operations which are solving target audience’s problems, is created as live and starts real functioning as soon as possible. The approach is opposite to the stategy of creating full design and comprehensive functionality for all the product features for broader target audience and only afterwards launching it on the market.


Design aspect. MVP approach has several benefits:

— as it starts from the simple and basic version of the product, it doesn’t take long time to provide design and development and makes possible to start playing on the market faster. It’s especially actual for diverse technological ideas and concepts as they are always at risk to outmode by the time all the design, development and testing cycle is finished;

— it enables desiners, testers, analysts, managers and marketologists to collect data of real users’ interaction with a product, reveal the bugs, understand their wishes and pains deeper and use all that information in design and presentation of further, more complex versions of the product. Although testing should be done at the stage of development, it is impossible to predict all the potential problems of interaction with a product before real users start this interaction. MVP enables to do it faster and make next versions more efficient;

— if thoughtfully made and carefully presented, MVP can play the role of bait attracting target customers and allowing its creators to see if target audience was defined properly and analyzed deeply enough;

— next versions of MVP usually present quite massive functional additions so depending on the target it may work as the way of positive and dynamic user experience, different from slight changes in the products whose functionality was fully developed before the launch.


Therefore, in terms of design MVP is the strategy of step-by-step movement on the market, when every next step is based on the analysis of the previous one from the actual data collected from real users. That means that designer should also apply the strategy of gradual design,  carefully applying only core features which are really vital for the MVP as the start of the journey. It greatly influences the number of screens and content on them, necessary transitions and notifications which users really need at this stage of using the product, level of complexity and sophistication of graphic materials and animation etc. UX designers should remember that MVP always has a definite core target audience and the solutions around interactions, experience, visual perception etc. Knowing these core users makes the design task more particular and the result will be more customer oriented thus efficient. Next versions of the product will provide broader functionality and in this way will broaden the circle of users, but it will work in case when core target audience is caught by MVP.


Successful MVP is directly connected to the USP of the product. Here USP plays even bigger role as it enables to make the product user-centered and in this case the chances of making it efficient and attractive to users get much higher. Presenting the product solving particular problems of a particular group of people in many cases proved itself as efficient strategy with perspective of further growth of both functionality and audience. This strategy works especially well for various startups which start with limited budget used wisely for practical presentation of the vital features of the product: if MVP is thought out properly, at this first stage they already start monetization of the product, attract users and at the same time apply practical data analysis in further stages of design. It’s easy to see that the role of UI/UX design here gets even higher as MVP is actually the chance of making a good first impression. Spoiling it with bad design can have crucially bad result for product’s promotion as well as good design can build up solid foundation for product growth.


sport app motion ui tubik studio

GIF for Sport App by Sergey Valiukh






Definition. B2B is the term used in business, marketing and economy to mark the relations of the sides in the business process like «business-to-business». B2B means that one company provides products or services aimed at the other companies’ business activities. The target audience of the offer is not individual customers but businesses. Nature of relations has a direct impact on business process, strategy, promotion and therefore any design stages involved in this scope. Actually, if we are talking about outsorce design and development services, they are a direct example of B2B.


Let’s mention the same company which sells books. They need a website which will provide quite broad functionality for big amount of users. They monitored the market of webservices and found out that hiring an outsorce company for design and development is cheaper for them than creating an in-company department of such specialists. This is the start of B2B relations as design studio provides their services for another business — a bookshop.


tubik studio design UI

Photo Retouching Service by Alla Kudin




= Business-to-Consumer


Definition. One more way of business relations in which business provides products or services directly to individual buyers or end consumers.


Remembering the case with a bookshop selling online, its business is built along the B2C scheme. It presents and sells books to individual buyers and its aim is to involve as many customers as possible. It needs to strengthen its presence online communicating directly to potential buyers so for this aim it can use online e-commerce spot, blog, forums, social networks etc. The graphic material, ways and style of communication, visual presentation and brand identity will work differently than for B2B and will need other approach because psychologycal background of the interaction is different.


gym landing page concept by Tubik

Gym Landing Page by Dima Panchenko



= Consumer-to-Consumer


Definition. It’s definitely clear that presented term features one more type of business relationship when operations are done directly from consumer to consumer. This term has grown its presence significantly with the boost of ecommerce because nowadays the internet provides broad opportunities for such sort of business. The best known way of C2C relationship is platforms for online auctions, sales etc. Creating such platforms, designers have to consider peculiarities of interaction in terms of this business scheme. Design in this case is usually done for the third party which creates this platfrom allowing users to operate on it selling and buying their stuff.


saily UI screens tubik studio

Saily App by Tamara


Design aspect. People involved in design process for products and services have to consider the types of relations chosen for the particular project. Actually, the type of business scheme initially defines target audience and nature of interactions which are key factors for efficient and user-friendly design solutions. Designing for business should supposedly involve methods of visual and content presentation which are different from the one presented directly to end users. It’s easy to see by examples of numerous landing pages: the ones aimed at companies use content, language, visual and graphic elements, placement of data blocks different from those which are targeted at individual buyers or users.


Neglecting the aspect of business relations increases risk of creating design which will not provide high conversion rate even being sophisticated, stylish and attractive visually. Psychological background behind design solutions has to support a particular business schemes or strategy. Here in Tubik Studio we have had broad experience of design for all the mentioned schemes so below you will find some ideas we would like to share on the basis of that practice.


Designing for B2B, it’s important to remember that:

— design solutions shoud consistently strengthen branding and company policy which is important for other business side. If website or landing page represents, let’s say, a service as accomplished by well-prepared and professional team of specialists with their policy and statement, it is appreciated and trustworthy so builds better bridge for collaboration;

— implementation of design elements in social network marketing of B2B company, using the same style, voice, corporate colors and graphics, specially designed branded items etc. is one more way to strengthen brand awareness by means of design;

— consistent and thought-out content strategy combining visual and textual material with careful selection of visuals and copy is able to fulfill all the stages of sales funnel and bring better conversion of the website, landing page or application of B2B company;

— concise and minimalistic solutions in design and copywriting work efficiently in most cases because they save time and effort of busy stakeholders and entrepreneurs. Good variant of scenario is when they are given concise core information at the first stage of interaction but always have the chance to read more if they are interested (as well as avoid reading huge copy blocks if they don’t want). Surely, this solution should be based on thorough user research, but anyway it has high potential to make user experience more positive and effective;

— business is done differently in different countries. It should be always considered together with the nature of business relations as the factor making considerable impact on the level of trust and wish to collaborate. Selection of graphic content and layout of the elements on the screen or page should go under analysis in this perspective as some graphic elements, photos, gestures, word combinations, color choices which are efficient and clear for one region or culture can be totally inacceptable or even offensive for the others. Creation of several landing pages targeted locally can be an effective solution;

— the aim of a website or other piece of design presenting B2B company is not to grow a huge flow of traffic but to engage and direct leads which belong to target audience and are potentially open and able to take part in business collaboration or partnership good for both sides. It’s important to keep in mind that retaining customers in this case plays not less role than involving them into the game.


Designing for B2C it important to consider that:

— the target audience can be more diverse so design solutions which will effectively transer the necessary message to the user can require more universality;

— visual presentation should be catchy and original as in this sphere competition is very high;

— in many cases website or platfrom for B2C provides full way up to the process of buying and delivery. Terms of data protection and security need high attention here. Neglecting this aspect will get the company name associated with bad service so will make a big hole in its reputation;

— the website has to be technically ready to support a really big number of users simultaneously as frequently more offers are available than in B2B so the flow of users potentially interested in buying it can get higher quantities;

— strong and consistent presentation of the brand in social netwroks featuring the same design solutions is certain must-have. Not only does this strategy offer more marketing opportunities, but also supports better direct communication with consumers and shows the company’s opennes to discussion as one more reason to trust. The same visual design should be used consistently cross all the platforms to increase brand awareness and create strong associations;

— the aspect of virality works effectively in this type of business relations and can be used via design features like interesting animations, engaging illustrations and characters, brand mascots, Easter eggs, funny or encouraging videos etc.


Designing branding and interfaces for C2C, it’s advisable to consider that:

— the platform should be intuitively navigated and clear to use for people with different level of tech abilities and on various devices;

— engaging and original UI desing solutions are a good way to set the first contact and involve users into active interaction;

— thought-out placement of layout elements and visual hierarchy can increase conversions and that will be the strong reason of user retention;

— UX of user-to-user communication (chats, discussions, comments, sharing etc.) should provide diverse features and broad possibilities;

— user interface visual design should provide good universal background and environment for presentation of various products and services;

— the platform will need an efficient and quick system of user support.


tubikstudio designers


Recommended reading


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


What a Unique Selling Proposition Really Means & Why Your Business MUST Have One

6 Incredible Examples of B2B Web Design

10 MUST DO’s Before You Start Designing Your B2B Website

Design is Marketing

The Importance of Design in All Marketing Campaigns

The Role of Design in Business

Refining Design for Business

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

tubik studio design business

Business Terms in Design for E-Commerce. Sales Basics


«Contrary to popular belief, designers are not artists. We employ artistic methods to visualize thinking and process, but, unlike artists, we work to solve a client’s problem, not present our own view of the world.» (Erik Spiekermann)



Modern design has multiple faces, sides and directions. Some of them are more artistic than the others which are deeper concentrated on profits and goals. However, any way it goes design is the sphere with different perspective. Design is goal-oriented and problem-solving activity applying art to serve people.


«Whether you are helping to launch a new business from scratch, or making incremental changes to an existing product, or something in between, any design task you undertake must serve a goal. It’s your job to find out what those goals are.» (Mike Monteiro)


Talking about the sphere of web and app design, one of the most practical and goal-oriented fields of creativity is design for e-commerce. In this domain, there are many factors influencing design decisions and lots of relevant aspects to study and research. Designing a product for ecommerce, be it a website, a web or mobile application, branding design, advertising materials, designers work within various limitations built by particular product or service features, target audience, marketing and promotion strategy, business goals, budget and investment plan etc. Design becomes a tool working when used properly. Therefore, to use it efficently, the designer needs to know the basics of business and economy as the goal of design process in this case is creating an app or a website raising money and built on business techniques and methods. Moreover, quite often designers creating e-commerce platforms and products work in team with marketologists, advertisers, researchers, analysts and psychologists all of whom have a purpose to increase the level of profit brought by the final product.


So, today we decided to start collecting and explaining here basic business terms which are important in the process of digital design for e-commerce. Considering this list can make the designer much closer to marketologists and provide great help for better communication. In addition, keeping the aspects mentioned below in mind on the earliest stages of design such as UX research and wireframing is a good way to effective solutions increasing profits on the solid well-thought-out logic of interaction. The set of terms can be also useful for project managers involved in the process and managing collaboration between different sides of the same process.


tubikstudio design office teamwork


Business Basics


Today’s section is focused on basic terms used in the domain of economics and business strategy mostly concentrated on sales in their broad understanding. Taking them into account and analysing significantly increases the chances of creating efficient digital product.


«A satisfied customer is the best business strategy of all.» Michael LeBoeuf


E-commerce (Electronic Commerce)


«If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.» (Jeff Bezos)


Definition. E-commerce is the direction of business activity when the process of providing customers with goods or services is done by means of electronic devices and the Internet. This sort of communication and finalization of sales adds some new aspects to data management, sales channels, advertising, presenting goods and services and moreover — enabling full cycle of commerce operations, including payments, delivery and refunds.


The last decade witnessed booming ecommerce development. Today it provides the opportunities for not only e-trade both from businesses to buyers but also online auctions and user-to-user sales platforms. E-commerce systems and activities today include presenting and booking wide range of services, e-banking, commercial operations with e-money and e-wallets, diverse forms of e-marketing and many other things which customers are using more and more often on everyday basis.


Design aspect. Obviously, success of e-commerce activity depends on several factors among which:

— quality of the product or service offered

— quality of the content presenting the offer to customers

— quality of design for the electronic platform — website and/or mobile application — via which the sales are going to be delivered.


So, it’s easy to see that UI/UX design part plays the vital role. Thoroughly thought-out logic and transitions, simple and clear microinteractions, fast feedback from the system, attractive product presentation, easy payment flow and plenty of other details and features can directly influence increasing profits for the business involved in such a popular e-commerce game. This is the field where designers and business experts can work as one team for good of everyone, first of all of target user.


Designing e-commerce website or mobile app, designers should definitely consider the following aspects:


— operational simplicity

— strong branding

— security of users’ data

— effective use of visual elements

— clear data presentation via menus, catalogues etc.

— user’s ability to leave feedback about goods and services

— easily available general and contact information about the business providing goods or services

— design that supports the offer not overshadowing it.


tubikstudio ui animation

Product Card Animation by Alla Kudin




«It’s much easier to double your business by doubling your conversion rate than by doubling your traffic» (Jeff Eisenberg)


Definition. Initially in terms of e-commerce, conversion is the index showing how many visitors actually moved to the end of the way they were offered actually buying a product. So, for e-commerce conversion transforms visitors (users) into buyers.


Design aspect. Today ecommerce uses wide range of techniques, so in terms of web or app platforms meaning of conversion also gets broader. In modern terms of comprehensive and numerous functions and needs, which users are able to fulfill with online resources and digital products, conversion is the rate of cases when visitors did the action they were called to. And that can be not only buying something.


For example, in our article about landing pages which are recognized as one of strong tools for e-marketing and e-trade we mentioned that conversion can be also fixed in case of:


  • moving to direct use of a product
  • subscription
  • transition to the other page
  • downloading an app or a file
  • providing some information
  • answering the question in the survey
  • starting free/discounted trial use of a product
  • browsing a library
  • reading more detailed description of the product or service etc.


Therefore, conversion for a webpage or app screen can mean different actions that correspond to sales or marketing strategy of the particular business.


Conversion means that your page transforms passive users into active. They don’t just observe the information given to them, but also do the action which is offered by this page. So, conversion is one of the most important indices of the web page or app screen efficiency which is vital for business. It is a metric reflecting focus on engaging visitors with data performance and stimulating them to make the action which is a part of a business plan.


For designers the factor mentioned above means that if they create design concentrated on conversion rates via positive user experience, their work will result in website or app bringing profit both for user and business.


Landing Page Animation Tubik Studio

Landing Page Animation by Sergey Valiukh


Read more and review the examples on this topic in our previous article


Sales Funnel


«Communications is at the heart of e-commerce and community.» (Meg Whitman)


Definition. Sales funnel (in other words — purchase funnel) is a technique which is deeply customer-focused and based on gradual involvement of a customer into the process that potentially gets finalized with the act of actual purchase. When this technique is applied, the customer moves through several stages of involvement providing him/her with necessary information about the product and benefits persuading to make a purchase.


Basic sales funnel includes the following stages:


— Introduction (Awareness). User gets the initial information about the product, its brand name and nature. In other words, user learns that the product or service exists on the market.


— Education (Interest). User is provided with more detailed information about the features and benefits of the product or service that can potentially interest them and solve their problems.


— Evaluation (Analysis). User gets the chance to compare the offer with its competitors and obtain the information about USPs (Unique Selling Points) of the offered product or service.


— Decision (Engagement). User gets final vital arguments engaging him/her to make a decision; it can be short summing-up about core benefits of the offer, data about additional bonuses or special offers, engaging call to actions and explanation of purchase process.


— Purchase. User makes a decision and takes the ability to make a purchase. The sale is done.


— Retaining (Repeating the experience). User gets the opportunity to leave feedback, obtain additional contacts supporting the offer, subscribes to updates, gets the chance to repeat the purchase easily if desired.


Design aspect. In terms of e-commerce, sales funnel is highly effective commercial technique supported with diversity of functions digital products can offer. Knowing the priciples of sales funnel leads to customer-centric, informative and engaging design solutions. Sales funnel can be either fully represented on the website or landing page as well as in mobile application or from outer source,  for example social media taking over the mission of awareness and interest and directing engaged traffic to the platform enabling the product.


In addition, sales funnel stages thought out and applied properly can work as a sort of filters letting quickly inform users about the product or service and move to the next stage those who are potentially more interested while saving time and effort for those who are looking for something other.


However, sales funnel designed carelessly can play the opposite role: it can confuse users who are potential buyers and turn them out of the website or app without taking a chance to know proper information about the offer.


Sales funnel should be applied and designed on the basis of thorough research of target audience and market segment. Moreover, it should be carefully tested from the very start of its implementation to measure if all the stages work efficiently. Practice proves that even minor design changes can bring big changes.


website design concept tubikstudio

BRMC Website by Konst


Sales Channel


«It is not your customer’s job to remember you.It is your obligation and responsibility to make sure they don’t have the chance to forget you.» Patricia Fripp


Definition. Sales channels are the ways through which the potential customers come to the point of e-commerce, be it a website or mobile application with which they can realize the actual purchase.


Design aspect. Designing for e-commerce, it is important to take into account maximum of the possible sales channels which are really numerous in the Internet, from social networks to specialized forums, influencer’s reviews and tailor-made advertising campaigns. Researching and understanding those channels gives broader prospects to the actual point of sale which you are designing for.


There are several vital asects to remember about:


— Sales channels should be initially concentrated on target audience. There is always the place and time to broaden the perspective as soon as core target audience is involved. However, the attempts to «sell for all» and «design for everyone» from the launch can bring to waste of effort, time and money spent on design and promotion. Move gradually and measure the efficiency of design solutions at every step.


— Sales channels will work effectively from initial awareness stage if they witness strong connection to general brand identity. That is the reason to develop guidelines for online sources presentation in brandbook considering all the details of visual presentation and mission statement. Consistency is a powerful tool of both design and marketing.


— Sales channels should direct traffic to the places which enable users quickly get informed and make the actions they come for. For example, if the post in Facebook invites users to participate in summer sale, they should be directed right on the landing page of this sale, not to the home page of the website.


The mentioned factors thought out at the stage of thinking over UX design solutions are able to make a good impact on conversion and sales rates.




«We will continue to see a convergence of the digital and physical world. Those who conquer that trend will be market leaders.» John Phillips


Definition. In business, niche means concentration of the offer on specific needs, wishes and problems of a specific target audience. Niche market is a specialized market segment which is aimed at specific market needs with a close view on its demography, education level, level of income and purchase abilites etc. For example, when one company produces software generally used for creating and editing textual materials for broad target audience while the other is adopted for specific needs of copywriters and editors (grammar checking, plagiarism analysis, synonyms prompts etc.), the latter one presents the niche business.


Design aspect. Designing for niche market and niche product, it’s important to learn all the details about the target audience as it is going to be quite specific and more details are usually influencing the process of design and marketing. Applying psychology of color, copy targeted at potential clients, deep analysis of their needs and providing efficient layout, easy transitions, clear data presentation and aesthetic features that suit this particular audience is good way to high profit. In addition, creative ways to emphasize specific nature of the product or service by means of design such as branding and original UI solutions can help the product to stand out of the crowd and stay competitive.


tubik studio ui animation

Bonano e-commerce interactions by Vladyslav Taran


Maslow’s hierarchy of needs


«It is quite true that man lives by bread alone — when there is no bread. But what happens to man’s desires when there is plenty of bread and when his belly is chronically filled?

At once other (and “higher”) needs emerge and these, rather than physiological hungers, dominate the organism. And when these in turn are satisfied, again new (and still “higher”) needs emerge and so on. This is what we mean by saying that the basic human needs are organized into a hierarchy of relative prepotency» (Abraham Maslow, 1943).


Definition. One of the basic psychological theories widely applied in business on both micro- and macroeconomical levels. Developed by Abraham Maslow, it is focused on the hierarchy of human needs and consequently factors of motivation.


Its presentation found at Simply Psychology website features  5 levels of human needs featured by the theory:


1. Biological and Physiological needs — air, food, drink, shelter, warmth, sex, sleep.


2. Safety needs — protection from elements, security, order, law, stability, freedom from fear.


3. Love and Belongingness needs — friendship, intimacy, affection and love, — from work group, family, friends, romantic relationships.


4. Esteem needs — achievement, mastery, independence, status, dominance, prestige, self-respect, respect from others.


5. Self-Actualization needs — realizing personal potential, self-fulfillment, seeking personal growth and peak experiences.


Design aspect. Having read the points of the theory, it’s easy for a designer to ask: «What does it have in common with design process?» The link perhaps doesn’t look really obvious, but it is fundamental in motivating people to use or buy products or services on different levels of economic relationship. Designing for e-commerce, which is one more type of human relationship, with a specific goal and ability to apply the mentioned theory can produce user-friendly and customer-centric product achieving its target audience and solving its problems.


Certainly, it’s great when designer is able to involve professional marketologists into all the stages of the creative process and apply their professional knowledge and skills in design form. However, this opportunity isn’t always available. Moreover, designer able to analyse economic basics and business factors influencing the design scheme and logic gets the higher level of proficiency.


In design for e-commerce, it is good to understand from the early stages of the process what stage of the Maslow’s pyramyd the core target users are at. Answering this question, designer is able to talk to users’ in their language and find the solutions that resonate in their hearts and minds the best. Users’ needs form their motifs, triggers that can catch their attention, words that can touch them, length of copy and calls to actions that they are ready to accept and follow. Analyzing the level of needs and expectations, designer is able to find the most efficient layout and informative graphic elements. Knowing and feeling the user is the solid foundation for problem-solving goal-oriented design.


ui animation cafe app tubikstudio

Cafe Coupon App by Dima Panchenko


4P Theory


“People don’t call it e-commerce anymore. It’s called omni-commerce, and it’s the idea that digital permeates every step of the purchase chain from product discovery to trial to pricing to actual purchase.” (Tolman Geffs)


Definition. Famous 4P theory, presented by Neil H. Borden and later grouped by E.Jerome McCarthy, also known as marketing mix, has become highly popular and efficient in business strategy, including e-commerce sphere. It states that product launch and lifecycle is based on four «P» factors: product, price, place, promotion. Business Case Studies website simply formulates it the following way:


«When marketing their products, firms need to create a successful mix of:

  • the right product
  • sold at the right price
  • in the right place
  • using the most suitable promotion.»


Marketing case studies prove that missing even one of four mentioned positions can waste all the effort and reduce the levels of profit and brand awareness significantly.


Design aspect. No doubt, 4P theory is highly applicable in design for e-commerce. The Price of product is usually the furthest part from designer’s decisions as it is decided and given by the stakeholders ordering design part of work. In perspective of Product it works only partly being applicable to those cases when users buy digital products or services, let’s say mobile applications, which also need UI/UX design.


However, talking about the other two factors we can see how actual they are in terms of design effort and creativity. Indeed, designers creating websites or apps for e-commerce, create the right Place for trading and are responsible for making this place comfortable, attractive and correspondent to the product nature as well as target audience expectations. As for the Promotion, today online marketing features numerous ways of presenting the product and achieve the target audience; it’s effectiveness also significantly depends on design decisions. 


Neglecting close interconnection and mutual influence of all those factors on the final result increases risk of poor rates. Design decisions made on the basis of those factors supporting each other help to provide pleasant, positive, easy-to-use and user-focused e-commerce platforms.


Tubik studio UI animation

Tubik Studio | Museu by Ernest Asanov


The bottom line


The set of business terms and their definitions given above builds the bridge between business strategies and designs able to efficiently support them. However, it’s very easy to get overwhelmed with all those techniques and forget the first and most important thing. There are no any sophisticated design solutions, marketing techniques and any sort of magic which will sell the bad product for a long time. Surely, there can be some effect, but it will never retain the users. Positive experience of interaction with a website will not overcome bad experience of interaction with low-quality product or service.


The offer is the key. Design is an actionable and helpful tool on every stage of launching, presenting and promoting the product, informing users about it and selling it in fast and easy way. Nevertheles, if the product is of poor quality, successfull design of e-commerce platform isn’t going to make it better. Think over the product and its user first, only then design will give it the chance to beam at full.


«To satisfy our customers’ needs, we’ll give them what they want, not what we want to give them.» Steve James


tubik studio designer ecommerce


Don’t miss our next article which is going to present the set of business terms useful for UI/UX and graphic designers in terms of marketing and user research. Stay tuned!

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

tubik studio UI designers

FAQ Design Platform. Human-Centered vs User-Centered. Are the Terms Different?

Today’s issue of our FAQ Design Platform in Tubik Blog will concentrate on the difference of terms «human-centered» and «user-centered» which now have become a sort of basic ones for the sphere of web and app design. The answer is based on the thoughts we have provided for the question on Quora which you are always very welcome to read and where we are happy to share our ideas, knowledge and experience.


Tubik studio on Quora


So, the original Quora question we are answering today was the following:


What’s the difference between human-centered design and user-centered design?


That’s really true that the two terms mentioned in the question are widely used replacing each other in different contexts and percieved as equals. The difference between the meaning people put behind those words is really slight and blurred that it is easy not to notice it at all. However, with a content manager onboard holding a degree in linguistics and being a keen lover of slightest semantic nuances, we decided to get deeper in the issue. As research and practice show, although these terms in fact have the same roots, the idea they present is viewed in a bit different perspective.


It can be supposed that human-centered design is the process of creating things deeply based on general natural characteristics and peculiarities of human psychology and perception. It doesn’t matter if you design furniture, cars, stationery, TVs, websites or anything else — any object of design can be made human-centered on the ground of psychology, physiology, sociology and other sciences analysing human life and interaction with the environment. It means that human-centered product will be not only nice but also functional according to psychological traits and features typical for big groups of users.


A really good and simple definition is found in the article «Characteristics of Human Centered Design»: «…human centered design can be defined as the process that places the human needs and limitations in a higher priority compared with other targets during the design thinking and production differential stages. During this process, the designer is required not only to analyze and come up with solution for existing problems, but test and validate the designed products or service to achieve planned targets in the real world.»


For example, there are basic conditions of general physical human abilities, color perception, contrast perception, readability, interaction with a product in different environments that are typical for vast majority of people. Let’s say, typically people are not able to see in the darkness, and the darker is the environment, the harder it is for most people to percieve something visually, doesn’t matter what age, education level, social layer, professional skills you represent. This is a common human physical characteristic. Neglecting it means creating a product which people will not be able to use properly being limited in their abilities. 


Creating objects which people are going to interact with, designers have to be aware of those traits and take them into account in the process. That is the reason to study at least the basics of psychology, physical and emotional perception for designers who would like to create things convenient and friendly for people in general. We also believe that is a strong reason to involve psychologists, behaviorists, physiologists and other experts into the process of design.


ipad interaction tubik studio

GIF — Portrait vs Landscape by Sergey Valiukh


Here you can see the interactive concept of transition from portrait to landscape mode. It is based on general ability and necessity of any user of digital product used on iPad to get the feedback from the system that the action of transition from one mode to the other is done. If it is done smoothly and with quite natural speed, that is one more element of positive user experience, sometimes even unnoticed as the microinteraction takes split seconds. The presented example actually imitates interaction with a physical object and therefore makes user experience more clear and positive for users of different age, gender, educational background etc. This is actually the small piece of human-centered design solution.


Continuing the theme, user-centered design is more focused and concise version of human-centered design with deeper analysis of target audience. It is concentrated on not only human characteristics and perception in general but also specific traits and features of target users to make problem-solving potential of the designed product as high as possible in perspective of its users. This is the stage when details about the target user of design object start playing their role: defining target audience, designer takes into account age, gender and social status, potential education level and professional background, influential social factors and typical environments of product usage etc. On this basis, designer makes deeper research on preferences and peculiarities, special aspects of interactions, specifying general human-centered ideas with important details of target audience’s preferenсes, emotional and physical perception traits as well as levels of technology awareness and tons of other factors. This is what we usually do on the stage of user research here in Tubik Studio and practice shows this stage is vital for creating problem-solving and user-friendly designs.


So, it can be said that human-centered design is the first obligatory step to making the product applicable, while user-centered solution is the next step to make it concentrated on pains and needs of specific category of users.


Let’s look at one more example.


Contact List Concept Scrolls Tubik


Contact List Concept Scrolls by Eugene Cameel


This design concept for a contact list looks nice and voguish. It presents two different variants of scrolling the directory and refreshes traditional interaction experience. It is grounded on basic aspects of readability, contrast, visual hierarchy, provides clear feedback to user’s actions and necessary functions. It follows basics of coloristics, logics and visual harmony. Certainly, it is human-centred. No doubt, big proportion of teenagers and millenials, people who use diverse interfaces every day and see them as an integral part of their life, will be engaged and would like to try it. However, for older people this sort of interface can seem a bit scary and overloaded as well as somehow darkish comparing to simple traditional interfaces based on light background. So, this user-centered interface responds to the wishes and preferences of narrower target audience.




Here is one more case featuring web design concept by Ernest Asanov. It represents interface design for a website presenting online bakery selling. On the basis of the design solutions it is easy to assume that this is the service positioning itself as a producer of upmarket products which are exclusively hand-made and presumably because of that reason cost higher than average bread in the supermarket. Therefore, the website is designed aimed at particular target audience. As we mentioned in one of our previous articles about benefits of dark background in user interfaces, dark color solutions can form popular associations in visual perception. Dark colors are usually associated with elegance and mystery. Moreover, black is often associated with elegance, formality, prestige and power. This is the style provided by the presented design: dark background, branding element as a central element of a header, strong and clear headline establishing positive emotional message, visual elements enabling immediate perception of the theme and setting strong visual association with tasty pastry, short text block describing basic benefits of the product and clear visible call to action. The designer worked out the solutions that will look attractive and informative for target users wishing to feel the exclusivity and high-quality of the product and able to pay more than average. Therefore, this example also shows the techniques of not only human-centered, but deeper user-centered design.


However, supporting previous answers given by other professionals along this question on Quora, it also has to be mentioned that in modern design, especially in digital field like creating applications and websites, human-centered design and user-centred design are most often inter-replaced and used basically as full synonyms. Perhaps that happens because in this sphere most products are created and updated for certain category of users rather than “for all and everybody”. Moreover, users of all the digital products are people, therefore all the solutions should get based on the positions of human-centered design. Certainly it doesn’t mean that universal interfaces cannot be found: they do exist and we apply some of them on daily basis, so they are a good example of general human-centred design that successfully applies knowledge about features typical for great majority of users. However, they are closer to the exceptions which prove the rule.


So, in terms of web and app design we can assume that description of design as “human centered” or “user centered” just shows different levels of detalization in design process, different stages one of which considers human interaction features and the next gets deeper in details of certain categories of users, thier needs, wishes and problems.


The great example of synonymic perception of the terms is the video powered by IDEO (Design Kit), great experts in human-centered design.



Again, it’s important to emphasize that the definitions given represent our personal vision of the terms based on linguistic nuances of given terms and practical experience of processes in design studio with all respect to other points of views.

This is all for today. We’ll answer the next set of answers soon here in our blog. The FAQ platform outlines several directions, so it features the questions, frequently asked by customers, designers, and users. We are open to share our experience, so if you have any questions, feel free to ask them via direct message in our Facebook page or Twitter as well as our Quora representative. We are looking forward to your questions!

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