Tag Archives: design studio

Blog by design studio Tubik on professional tools and processes, collaboration and management, inspiration and practical case studies.

visual hierarchy in UI design

Visual Hierarchy: Effective UI Content Organization.

Henry Adams once said: “Chaos was the law of nature and order was the dream of man”. People always favor the order because it makes things more comprehensible. The same works with user interfaces of digital products. When UI elements are organized and structured, people can easily use an app or a website and feel satisfied with a product.

 

To organize content in UI clearly for users, designers apply a well-known technique called visual hierarchy. Today’s article gives a general insight into the essence of this approach and the tools helping to organize the content properly.

 

What’s visual hierarchy?

 

Visual hierarchy is one of the core techniques which are applied to the design process. It is initially based on Gestalt psychological theory which examines users’ visual perception of elements in relation to each other and shows how people tend to unify the visual elements into groups.

 

Visual hierarchy strives at presenting the content of a product that way so users could comprehend the level of importance for each element. It organizes UI components so that the brain could distinguish the objects on the basis of their physical differences, such as size, color, contrast, style etc.

 

The visual presentation of UI elements has great influence on user experience of a product. If content components look like a mess, people can’t navigate within a product or interact with it properly. Moreover, unstructured copy content has a low level of legibility, so users can’t scan it quickly and they need to make a significant effort to distinguish the data they’ve been looking for. Such bad UX can lead to poor user satisfaction which means a product wouldn’t be much sought-after.

 

tubik_studio_structure

 

Typographic hierarchy

 

Copy content is a significant part of any UI design. That’s why visual hierarchy often highly depends on typography. Specialists decided to emphasize the importance of copy presentation by creating a separate system of visual hierarchy called typographic hierarchy.

 

The system aims at organizing copy content in the best way for users’ perception. Designers modify and combine fonts to build the contrast between the most meaningful and prominent copy elements which should be noticed first and ordinary text information. The fonts are modified by regulating sizes, colors, and families as well as their alignment.

 

Typographic hierarchy includes different elements of copy content which are headlines, subheaders, body copy, call-to-action elements, captions, and some others. To build effective visual hierarchy, all the elements need to be segmented into different levels. Let’s see what they are.

 

The primary level. It includes the biggest type like in headlines. The primary level aims at providing users with the core information as well as drawing people’s attention to a product.

 

The secondary level. This is the type of copy elements which should be easily scanned. They usually involve subheaders and captions which help users quickly navigate through the content.

 

The tertiary level. Body text and some additional data build the tertiary level. Designers often apply relatively small type still it should remain readable enough.

 

As the copy content is usually a major source of information in UI, designers need to present the data gradually. By segmenting copy elements into different levels designers help users easily go from one piece of copy to the other and perceive the information in the right order.

 

One more thing to mention is that while creating typography for mobile products, designers are recommended to keep the number of layers within two. The thing is that small mobile screens don’t provide enough space for three levels. That is why the elements of a secondary level such as subheaders step aside to make mobile UI look clean.

 

Bakery website design case study tubik

 

Visual hierarchy tools

 

When designers have already chosen all the content components, it’s time to create an order. Let’s find out what helps designers to set the effective visual hierarchy of UI components.

 

Size

 

One of the most powerful tools for visual material transformation is size. It is rooted in human’s mind that big things are somehow more important than the small ones. That’s why users’ attention automatically goes first to the large words or big pictures.
Designers need to distinguish the level of significance for each content element and based on this data transform the components into big and small.

 

Color

 

In our previous articles, we’ve mentioned that color has a great impact on the users’ perception the reason why it serves as an effective tool for visual hierarchy creation.

 

Colors have their own hierarchy which is defined by the power of influence on users’ mind. There are bold colors such as red, orange, and black which can easily draw attention. On the other hand, there are weak, or soft, colors like white and cream which work better as the background.

 

Using the different colors designers can support a slight hierarchy of the UI elements. For example, CTA buttons in bold colors will definitely be the first thing that users see if the other UI elements are created in a softer palette.

 

Contrast

 

Hierarchy is based on contrast itself. One element contrasts with the other and that’s how users can see the differences between the content elements. Contrast can be created via visual differences including size, color, and style. Still, it’s recommended to keep the contrast in balance so that one object wouldn’t completely obscure the others.

 

Negative space

 

There can be many components in a user interface and to make them all noticeable for users’ eyes designers need to give them some private space. Negative space, or white space, is the area between elements in a design composition. Some designers usually don’t think of the white space as a component of design still the experts apply it as a useful tool helping to build an appropriate composition. A right amount of negative space between the elements will help users to notice and perceive each of them to each of them.

 

Proximity

 

As we said above, visual hierarchy is built upon Gestalt principles, so designers pay deep attention to the proximity of UI elements. As people tend to unify the visual elements into groups, UI components need to be placed that way so users could categorize them. If some elements are placed in certain proximity, users automatically perceive them as a group. Designers can use proximity as a tool which helps to divide the content into subcategories.

 

Repetition

 

If people notice that some elements look similar, they may automatically unify them into one group. That’s how repetition works. Designers repeat some patterns for different objects on purpose so that users could unify them. For example, a website with a great amount of body copy at a page can highlight the most important sentences with another color. Seeing the sentences in this color users can follow from one key point to another.

 

Visual hierarchy is a foundation of the effective information architecture. When UI elements are structured and organized, people enjoy using a product and it will be more effective in solving their problems. Moreover, powerful visual hierarchy improves the navigation system since people can better orient within a product. Stay tuned and be ready for the next article about visual hierarchy.

dance_academy_website_interactions_tubik

Recommended reading

 

Tips on Applying Copy Content in User Interfaces

Information Architecture. Basics for Designers.

Information Architecture: Effective Techniques For Designers.

Gestalt Theory for Efficient UX: Principle of Similarity.

Gestalt Theory for UX Design: Principle of Proximity.


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UI navigation design elements

UX Design Glossary: Interface Navigation Elements. Set 2.

Interface navigation belongs to the core issues of UX design. That’s not surprising: it’s hard to get to your destination if you can’t see the way. Being surrounded by more and more websites and applications every day, users are high-fed with the diversity of offers and expect intuitive navigation as a must-have. So, let’s continue our talk about the theme with a new issue of navigation glossary to learn more about this powerful booster of usability. Earlier we presented you the first set of UX glossary for navigation covering the definitions and examples for navigation, menu, button, CTA, bar, picker, switch etc.  Today let’s add the new ones to the list: check the details for icons, search field and tags.

 

information architecture for designers tubik

 

Icons

 

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

 

One of the most valuable benefits of icons among is the ability to effectively replace the text. This feature is able to boost usability and strengthen navigation as most users tend to perceive and decode images faster than words. However, even the slightest misperception or double meaning can become the reason of poor UX so the solutions on the type of icons should be carefully tested to reach the good balance of icons and copy for a particular target audience. One of the effective variants is using both copy and icon so that different categories of users could feel good with that: this approach is particularly popular in various catalogues of e-commerce websites where different positions are presented by both words and pictures giving the user double support for quick and clear navigation.

UI icons in interface design tubik blog

 

Based on their functions, icons can be classified as: 

— interactive icons: icons which are directly involved into interaction process. They are clickable or tappable and respond to the users request doing the action symbolized by them. They inform users about the functions or features of the buttons, controls and other elements of interaction. In many cases, they are obvious and don’t need the copy support.

— clarifying icons: icons aimed at explanation, visual markers explaining particular features or marking out categories of content. They may be not the layout elements of direct interaction; also, they are often found in combination with copy supporting their meaning. 

— entertaining and decorative icons: icons aimed at aesthetic appeal rather than functionality, often used to present seasonal features and special offers. They present the effective way of attracting user’s attention and enhance the general stylistic concept of a digital product.

— app icons: interactive brand signs that present the application on different platforms supporting the original identity of the digital product.

— favicons: represents the product or brand in the URL-line of the browser as well as in the bookmark tab. It allows users to get a quick visual connection with it while they are browsing.

 

tubik studio tapbar ui

 

Read more about types and functions of icons here

 

Search Field

 

A search field, which is also called search box or search bar, presents the interface element enabling user to type in the keywords and this way find the pieces of content that are needed. It is one of the core navigation elements for the websites or apps with a big amount of content, in particular blogs, e-commerce and news websites etc. Well-designed and easily found search field enables the user jump to the necessary point without browsing through the numerous pages and menus: as this approach respects user’s time and effort, it is highly demanded in user-friendly interfaces.

 

In terms of design, this element can be presented in different ways, from the framed tab to the interactive input line, or even minimalist clickable icon. In the vast majority of cases, the search field is marked with the icon featuring a magnifying glass. This symbol is recognizable by a wide variety of users so it has proved itself effective for setting intuitive navigation. Experiments with this icons can influence badly on interactions and usability of the layout, so if other symbolic images are applied, they should be carefully tested. The flow of interaction can also be supported with the dropdown menu offering possible options or auto-filling functionality.

 

tubik studio ice ui website

Another important issue is the placement of the search graphic control in the interface. In web design, search field can be often found in a header of a website and this is a good choice: as we mentioned in the article devoted to design practices for website headers, for any website it is the zone of the highest visibility, so putting a search field there enables users to quickly get transferred to the pages they really need without wandering through the website and scrolling down. For example, it is actual for big e-commerce websites often visited by users who have a particular goal, a specific item they are looking for — if they can’t find it quickly and conveniently, the risk is high that they will leave decreasing the profitability of the resource. Moreover, the power of habit should also be taken into account: as numerous websites include search into their headers, users are accustomed to looking for it there when they need it.

 

Talking about search field in mobile interfaces, the situation differs as the designer is much more limited in the usable space. If the app is based on a lot of content and search is one of the central elements of interaction, it can be found in the tab bar and easily reached. In case the search is not crucial for the user goals and usability of the app, it can be hidden in menus or shown only on the screen where it’s potentially needed.

 

tubik studio motion design ui

 

Tag

 

Tag is an interactive element presented with a keyword or phrase that enables the user to move quickly to the items marked up with it. Tags are actually pieces of metadata that provide quick access to specific categories of content so they support navigation with the additional way of content classification. Moreover, tags are often the elements which users create by themselves comparing to the names of categories that are fixed by the website and can’t be changed by users.

 

design for users website interface

 

Tags are widely used on the platforms based on user-generated content: when you upload the photo to the stock, post on the social networks or write on the blog, you can mark your content with the particular keywords which will then unite all the pieces of content marked with the tag. The screenshot above shows you the part of the home page of Design4Users Blog which actively uses a cloud of tags to enhance navigation around the blog content. In terms of interaction, click on a tag moves the user to the webpage collecting all the content marked with this tag. Also, tags are SEO-friendly technique increasing the chances that the content will be found via search engines.

example of tag in the interface

As another example, here’s the tagging offered by Unsplash, the well-known platform of free stock photos. When users download a photo, they are offered to type their own tags aka keywords which would describe this photo in the best way helping other users to find it. As we can see, the input field for adding tags also supports users with prompts for better usability. So, tags present user-generated elements of navigation that makes the interface closer and clearer to its target audience. 

 


 

Planning the navigation is the hard work which demands a good knowledge of psychology and interaction patterns, user testing and serious approach to information architecture from the earliest stages of an app or website design. However, it becomes the solid ground for positive user experience which will solve users’ problems and motivate them to get back to the product again and again.

 

Today’s set of our glossary is ready for those who need it and we are going to continue this practice before long. Don’t miss the new sets — the next one will continue the issues of navigation with deeper insights into types of menus, buttons, and breadcrumbs. If there are any specific terms you would like to see explained, described and illustrated, feel free to contact viadirect message on our Facebook page , via Twitter or our Quora representative. New definitions are coming soon!

 

Recommended reading

 

Here is the set of recommended materials for further reading for those who would like to get deeper into this topic and learn more on the theme.

 

UI/UX Design Glossary. Navigation Elements.

iOS Human Interface Guidelines

Navigation patterns for ten common types of websites

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

3 essential rules for effective navigation design

Perfecting navigation for the mobile web

Understanding Web UI Elements & Principles

User Interface Elements

The Most Creative Mobile Navigation Patterns

Basic Patterns for Mobile Navigation


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interface testing UI design tubik

Make the Right Choice. A/B Testing for UX Improvement.

To be or not to be? That is a question and a constantly repeating situation. People often have to face some choices which are hard to make. Designers’ job is also full of the situations when two solutions seem like right but you need to make a choice and not to stumble. When it happens, a creative team runs tests for both to find out which solution is the best. One of the popular methods is called A/B testing. The article describes the facets of A/B testing methodology and shows how designers apply it for UX improvement.

 

What is A/B testing?

 

A/B testing, also known as split testing, is a method of comparing two versions of a digital product in order to find out which one performs better. A creative team divides users into two groups and each of them is shown different variants. One half sees A version, the other — B. Such an approach helps to determine a more profitable solution.

 

The differences between A and B options can vary from the smallest to the big one. For example, it can be a color of a small element or different placement of all the components. The effectiveness can be measured by different criteria such as page views, clicks, number of subscriptions, or sale-leads. The choice of criteria for measurement depends on the goals a company or a creative team has established. In some cases, it may be good to combine these metrics to achieve deeper insights of all aspects.

 

How can designers use A/B testing?

 

UI and UX design for a product is always created to gain certain goals. Designers thoroughly choose all UI elements as well as plan clear and pleasant interaction and navigation system for effective user experience. However, what once worked well, may not have the same effect after a while. Business goals constantly change during the time a product functions, so the design requires some improvements.

 

A/B testing is an approach helping to make design changes carefully so that users wouldn’t feel inconvenient. Designers can collect the needed data and metrics while people continue to use an app or website.

 

So, what do designers get from A/B testing? First of all, it’s a good way to learn behavior patterns and peculiarities of the target audience. By testing different versions of UI, designers can see what kind of influence each solution has on users and which one performs more effectively. Moreover, A/B testing assists to remove bad design decisions if there were ones and replace them with something more profitable.

 

In addition, A/B testing can reduce conflicts between designers and the clients. It often happens that the opinions of both sides differ and no one wants to step aside. To solve such a kind of conflict, designers can run A/B testing for two variants which a creative team and a customer see as the best solution.

 

As we said above, differences between versions A and B can be either small or big. Here is a list of elements which designers often choose for A/B testing.

 

  • CTA buttons (their placement, size, color or copy);
  • Headings and subheaders;
  • Images on landing pages;
  • Presentation of clients’ form on websites;
  • Copy (length, placement and content);
  • Offer display;
  • Videos (presence or absence).

 

A/B testing is not a one-time operation. Designers can test different elements one by one and then combine gathered information to check which of their solutions is more user-friendly and goal-oriented.

 

usability testing for web and mobile

 

A/B testing process

 

If you never tried A/B testing before, it’s never too late to experiment. Besides, experimenting with new approaches can help to open new opportunities. Moreover, A/B testing is not a complicated method. It can be accomplished easily if you take the following steps.

 

Step 1. Gather data and rates.

The first aim of A/B testing is optimization. It can be revenue optimization, user experience improvements or just a product upgrade as a whole. That is why the first step before you run A/B testing should be data collecting. Analytics results can help to understand what aspect needs the optimization the most. Pages with low conversion rates or CTA buttons with a small amount of clicks can be the first targets.

 

Step 2. Set the goals.

To make the improvements work right, designers need to determine what they expect to gain from them. For example, it can be more subscribers for a blog, more time spent on a website, or more clicks on CTA buttons. Setting the goals you can track the effectiveness of your decisions.

 

Step 3. Build a hypothesis.

This step is needed so that designers could use the gathered information for the future improvements. After the goals are set, you need to think of the reasons why the new solutions will work better. A research on the target audience helps to generate some hypotheses about what can improve the current version. It will guide designers when the testing ends and will give deep insights on the target audience preferences.

 

Step 4. Create A and B versions.

When designers have decided what changes they want to implement, it’s time to bring them to life. There are many free and paid tools helping to divide the users’ stream into two groups. It may be a good idea to QA the testing at the beginning to make sure everything goes as it should be.

 

Step 5. Go testing.

It is the most pleasant part of A/B testing for a creative team because it’s time for users to work. People use an application or visit a website and everything they do is measured and transformed into useful data.

 

Step 6. Results analysis.

The experiment lasts for certain time and when it’s complete designers work on results. All the data and metrics from two versions are gathered and compared. Based on the results designers decide which variant performed better and is capable of accomplishing the goals that have been set at the start.

 

gamification in UX design

 

Benefits and limitations of A/B testing

 

There is no perfect methodology which would suit any situation. However, each approach is unique and brings certain advantages which others can’t. Let’s see what A/B testing can offer to designers and what are its limitations.

 

Benefits

 

It measures the actual user behavior. People use a product without knowing they are a part of the experiment now. That’s why they act naturally which helps to identify the model of their behavior quite accurately.

 

It is a cheap method. A/B testing doesn’t require applying expensive tools and hiring people who’d like to test a product. All you need is two versions of the experiment and a software which would randomly divide users into groups.

 

Quality content. A/B testing is a good way to find out what content is valuable and works best for a product.

 

User-centered design. A/B testing is absolutely oriented on users’ needs and their behavior patterns. After the experiment designers get the data helping to make a product even more user-friendly.

 

Fast and easy analysis. A/B testing is usually focused on a few certain metrics. So when the results are delivered, it’s not that hard to determine which version performed better.

 

Everything can be tested. Not all the approaches allow testing really small things such as buttons color, fonts or headings placement. However, even such little elements can have a great impact on users’ behavior and their perception of the design.

 

Reduced risks. Some mistakes may cost a lot if they are made at the important stages. A/B testing can reduce the risks of losing money because of the wrong design decisions. By testing several versions of design at the early stages, designers make sure UI elements work well.

 

Limitations

 

A/B testing works only for fully implemented design. You can’t test just CTA buttons in UI without copy content or any other component because the results won’t be the same. Everything should be as a fully accomplished product ready for the usage.

 

It doesn’t tell you why. A/B testing is an effective method of gathering certain data and metrics showing what works well or not. But if you are looking for the answers why it is so, you need to do user research which will go deeper into the peculiarities of the target audience.

 

It can’t tell you what is wrong. Continuing the point above, we need to add that A/B testing isn’t meant to identify the problems in design. It only can show which improvements work effectively.

 

If design goes into real usage without proper testing, there is a high risk of its low effectiveness. That’s why designers are recommended to make testing an essential part of UX process. The choice of approach is a matter of circumstances and designers’ preferences. Stay tuned!

 

Recommended reading

 

A/B Testing, Usability Engineering, Radical Innovation: What Pays Best?

Putting A/B Testing in Its Place

How to A/B test landing pages

Tests Go First. Usability Testing in Design


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video design animation tubik

Step by Step Guide to Custom Promo Video Design.

We are living in the times when information is absorbed faster and faster via numerous ways and sources. Videos of all kinds are increasing their popularity in many spheres including education and entertainment. Surely, one of the fields where video production is rapidly growing its presence is marketing with the aim of promoting and selling products and services. It’s not surprising as videos are often faster and more expressive than other ways of sending the message to the potential buyers or customers. So, creative teams accept the challenges of making original video content which is not so easy under the conditions of tight competition and tons of already produced commercials and promos.

 

Watching a short promo video on web or TV, most viewers don’t even imagine how much time and effort those short seconds of animation take from their creators. In the vast majority of cases, the visual part of the video is made by the team of illustrators and motion designers. Today we would like to show you the creative flow of the design process we have for this kind of projects as well as answer the questions frequently asked by the clients who need the custom design of a promo video.

 

Types and benefits of promo videos

 

In one of our previous articles devoted to design of promo videos for websites, we have given a classification. Let’s just briefly review the frequently used types:

introduction video usually gives the first insights about the company, product, or brand and shows what benefits the users can get

product presentation videos gives details about product’s features and advantages, informs about special steps of interactions and shows the problem-solving potential of the product

landing page videos strengthening the message driving users to a particular call-to-action offered on the page

video testimonials showing the reasons and signs of trust and loyalty to the company, brand or product

entertaining and educational videos rising emotional appeal and often presenting the material for viral marketing.

 

All the mentioned types can serve efficiently for marketing goals and increase brand awareness. A creative and catchy video is a good way of attracting customers’ attention and the proven method of informing them quickly and brightly. A video activates several channels of perception — audio, visual, sound — simultaneously and usually do it in a way of telling a story. All the mentioned combination of factors tend to make the presentation strong and memorable especially if based on high-quality graphic design and animation. People are daily overloaded with tons of information of all kinds, so most of them aren’t ready to devote much time learning about products or services, especially the new ones. In these conditions, video can become the way of communication which is dynamic, informative and attractive.

 

No doubt, technically design any sort of video is the complex multi-level process in terms of design. Promotional video adds its own specific aspects being focused on the particular business goals.

 

opera video graphic design case study tubik

 

Creative stages of video production

 

Generally, the process of video production includes the following steps:

research stage: target audience and market research

pre-production stage: script writing and storyboarding

production stage: creating the graphic assets and animation

post-production stage: video editing, adding sounds, music and voice-over etc.

 

Pre-production

 

Being a full-stack design team, Tubik is usually involved in the process at pre-production stage which means that the creative flow starts from discussing a video script we get from the client. Obviously, the most effective scripts are the ones based on the preliminary market research learning what kind of promos are used by the competitors on the market. Another important factor of making the idea behind the video appealing is the definition of the target audience. To make the final promo attractive and interesting, designers need to know who are its potential viewers, their age, preferences, and goals. So, if this information is not provided by default in the project brief, designers have to be ready to ask for all the missing data while the clients would better consider all these aspects beforehand.

 

Script and voice-over

 

The scripts for the future videos come to us in different forms: some of them are really basic, containing preferred timing of the video, general description of the scenes and their sequence while the others present the documentation with the full scenario of the scenes and even the audio with its voice-over. Is that essential to present the audio before the graphics for the video start to be done? Well, it really helps. Having the ready-made voice over, motion designer can achieve the best synchronization of the footage with the sound right from the start of the production process. 

 

As a tip for clients who are considering custom video design for their business projects, we would recommend ordering voice-over from professional voice-actors aka specialist voice talents. Be careful choosing the voice as it should correspond to the offer and mood of the video, all the words should be legible and the tone would better correspond to the preferences of the target audience. The same could be said about the music if the promo doesn’t apply speech: sound and imagery should harmonically support and strengthen each other instead of living their own lives. That is why if needed our team is always ready to take part in the process of choice and recommend possible types of voices or background music which could work well for the created type and style of the video. 

 

Is it possible to start working on the promo video before the voice-over or soundtrack is ready? Certainly, yes. However, the client should be ready that the additional time will be needed for alterations and editing combining the sound with the already created footage which wasn’t based on the given sound initially. This is really the matter of seconds when all movements and sounds have to feel like clockwork.

 

tubik studio teamwork designers managers

 

Storyboard

 

The other part of pre-production stage is fully done on the design team side: it’s a creation of a storyboard for a future short video. Storyboard is the set of organized graphic assets: these are the illustrations arranged in the sequence of their flow for the video. This technique is not a new thing: its early version is said to be invented by the Walt Disney Animation Studio in the 1930s and has been adopted by many animation studios around the world. Storyboard visualizes storytelling and gives the better idea on the flow of the video. It allows design team and the client to discuss the details about the visual part and the sequence of scenes before motion designer starts the actual animation. Depending on the requirements and urgency of the project, images applied for the storyboard can feature various level of fidelity, from simple sketches to sophisticated and detailed illustrations.

 

At this stage it’s vital to set a constructive dialogue between the design team and the client: every single image in the storyboard should be discussed and approved in terms of general idea and goals set for the video. This type of design has many specific features and motion designers have to be ready to explain them: it can happen that clients express ideas and wishes which technically can overload the footage or look bad in the limited timing. Getting deeper into the goals and results which the client expects, designers look for the optimal solutions which will make the video both good-looking and effective.

 

storyboard video design tubik

 

Sometimes the clients come with only the basic understanding of what they want to get not having strong visual preferences. In this case, moodboards compiled by motion designers can give the client a variety of possible styles and flows to feel better what they want to see. 

 

Production

 

When the storyboard is all agreed upon and every illustration in the footage is accomplished hi-res according to the approved style, graphic designers polish all the details and prepare all the necessary assets for the motion design stage. At the moment, the software used for these types of work here in Tubik is Adobe After Effects, so motion designer can work on some elements by himself on the basis of the existing functionality of the tool and without additional effort from the graphic designer side. However, most of the assets are prepared by illustrators and altered in the process if necessary: when it comes to motion, sometimes even slight changes measured in millimeters can have a big impact on the result. That is another advantage of our having graphic and motion designers in one team as they work together on all the details and assets and can consult with each other any moment it’s needed. It makes the workflow dynamic and productive enabling the client to get the video without wasting time on trying to bring several teams together.

 

After the animation of all the shots is done, it’s thoroughly checked along the required timing and harmonic combination with the voice-over. The final version of the video is then delivered to the client to be transferred to the professional sound designer — this service isn’t provided by our team. 

 

animation video production tubik

 

Case Studies

 

Here is the set of short promo videos designed by Tubik team: to check more about the project, follow the links.

 

Promo video for PassFold project

 

Year-in-review video for Opera

 

Promo video animated for Binned

The described creative flow is used here in the studio for not only promotional videos but also for educational videos and cartoons for various purposes. Productive work and effective result are always based on thorough research and tight collaboration with the client to satisfy the viewers and support the business goals at the same time.


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usability testing for web and mobile

Tests Go First. Usability Testing in Design.

A tech guru, Steve Jobs, once said: “Design is not just what it looks like and feels like. Design is how it works.” Unfortunately, some people still think that designers’ job ends with aesthetic aspects of a product. Nevertheless, UX design depends on several key factors including usability, utility, desirability, attractiveness. Each facet plays its role for a sufficient product, so a creative team needs to make sure all them are done right by conducting tests. Today’s article is devoted to the peculiarities of usability testing and various methods helping to discern usability problems.

 

Why does usability matter?

 

Before we go to the essence of usability testing, let’s find out what usability means and why it is called a core part of effective UX. Nielsen Norman Group defines usability as a quality attribute that assesses how easy user interfaces are to use. The level of usability depends on five aspects: learnability, satisfaction, efficiency, memorability, and errors. Learnability stands for how easy users can attain tasks during the first usage and satisfaction is how pleasant the usage process is. Efficiency is determined by users’ ability to accomplish a task quickly while memorability depends on time which people need to re-establish their proficiency after a period of not using a product. And finally, designers track the number of errors users make and how easily they can learn from these mistakes.

 

When all these factors are considered, digital products provide a high level of usability which means people can easily and effectively use them. But why expert designers are so concerned about a single aspect of UX? Isn’t it more important what services and solutions apps and websites provide? Obviously, the features make a product valuable for people. However, if users can’t figure out how to use an application, it brings zero profit to them. Even the most beautiful interface can’t guarantee a success without a clean functionality system. That’s why one of the core stages of UX building is usability testing.

 

information architecture for designers tubik

 

What’s usability testing?

 

Usability testing is a technique helping to evaluate a product by testing it on potential users. This way designers are able to see if a website or an app is usable enough as well as distinguish possible problems in UX. Usability testing is usually conducted at the UX building stage before a project goes to the development team. It allows changing inefficient solutions easier rather than in a complete product.

 

Moreover, usability testing is a good way to dive deeper into users needs and preferences by watching their reactions while they use a product. Designers can collect the essential information needed for the creation of the effective user-centered design. Also, the gathered information can be used not only for UX design but at the other stages of product development.

 

Types of usability testing methods

 

To reach the high effectiveness of usability testing and gain the expected profit, designers apply various methods which can be categorized into three main groups: explorative, assessment, and comparative.

 

Explorative methods are used at the earliest stages of UX. Designers present wireframes of a product to users and watch their reactions. Explorative methods aim at discovering how people comprehend a concept of a product and how their mental processes work while they use a certain product.

 

Assessment methods are used at the later stages when a user can test a usability of goods via prototypes. Such methods help to evaluate the effectiveness of an app or a website as well as determine the level of users’ satisfaction with a product. Real-time experiments assist to track users’ reactions and errors they make. The collected information is used for eliminating usability problems which have been determined during tests.

 

Finally, comparative usability testing methods are involved when designers need to choose between several solutions. Users compare two or more variants of UX elements then share the opinion with a creative team. Experts consider all the pros and cons of each variant and select the most user-friendly one.

 

There is a great number of usability testing methods. All of them vary and can be used under different circumstances. The choice often depends on goals which a team sets and the budget of a project. We’ve distinguished some common methods helping to test usability. Let’s see what they are.

 

home budget app case study

Home Budget App

 

Hallway Testing

 

This method foresees testing a website or an app on random people, meaning designers can ask someone passing in a hallway or elsewhere. Hallway testing may seem a bit difficult because it requires finding people who would love to take part in such an experiment and then would be able to give a constitutive feedback. The method is often used when the biggest part of work is done so that users could feel it like a complete product. Hallway Testing is one of the most common methods since it’s cheaper and faster than many others.

 

Remote Usability Testing

 

The name of the method speaks for itself. Such approach allows involving people from different countries so that a creative team could see how their product is perceived in various cultures. There are two types of remote usability testing: synchronous or asynchronous.

 

Synchronous remote testing is handled via video conferencing as well as various sharing tools such as WebEx or GoToMeeting. The synchronic approach allows designers to watch how different people use a product in a real-time. Also, users can receive some support from a creator if needed. Still, synchronous remote testing has its drawbacks. Users should be asked to gather in a certain time and if they live in different time zone it may be problematic. That’s why a day and time should be arranged upfront and it may take some time to find the best option for everyone.

 

Asynchronous remote testing is a bit easier to handle. Designers usually set particular tasks which users need to accomplish and then all the information including clicks streams and users’ errors that occur while interacting with a product are gathered automatically. Also, designers may ask users to give a small feedback about their experience. This way a creative team can track how people from different cultures react to the product using it in their own environment (e.g. at home).

 

usability testing

 

Expert Reviews

 

This common method involves evaluation from the experts with experience in usability testing. The approach gives the opportunity to receive wide and constituent feedback and spend less time for it. Experts usually apply testing tools but also they can test it like users. Also, there is another approach called automated expert reviews. It is conducted programs which define usability problems by the use of common patterns. Automated expert reviews are one of the fastest methods still it cannot test all the peculiarities connected with human factors.

 

Paper Prototype Testing

 

One of the essential stages of product creation is wireframing. It is a simplified and schematic visual representation of a layout for website pages or screens of an application interface.They are usually black and white illustrations, sometimes with bright marks or spots to outline specific areas or points, that give a clear vision of the project structure and connections between different parts.

 

The wireframes can be presented to users where they can perform certain tasks like in a real product by interacting with paper models. The method may seem unsophisticated still it’s a cheap and fast way to find out usability problems at the early stages.

 

Thinking Aloud

 

Thinking aloud is a usability testing method which aims at collecting feedback from users right in the usage process. Designers ask users to verbalize their thoughts and feelings which they have while using an app or website. A creative team can comprehend the attitude patterns of the potential users and apply the gathered info for future UX improvements.

 

design for users copy in UI

Design4Users Website

 

Is usability testing profitable?

 

We’ve described only several methods of usability testing but there are much more of them. Methods can be changed or combined depending on the goals. If you still doubt whether you need to conduct usability testing, let’s look at the list of tasks which it helps to accomplish and benefits it brings.

  • Collecting the info helping to improve UX;
  • Identifying problems and bugs which a creative team can’t notice;
  • Ensuring user satisfaction with a product;
  • Increased efficiency of products;
  • Reduced cost of development process;
  • Fast problem elimination;
  • A product with a high level of usability will definitely stand out of crowd.

They say better twice measured than once wrong. Just remember that it’s easier to fix problems at the early stages rather than rebuild a complete product.

human memory tips on ux design

 

Recommended reading

 

Usability Testing

 

Precious Errors: Testing iOS Mobile Applications.

 

Usability 101: Introduction to Usability 

 

The Brief Guide to Testing Mobile Interfaces


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gamification in UX design

Gamification Mechanics in UX: Smart User Journey.

From the very childhood people start playing games and they never really stop. Game spirit follows us in every sphere of our life revealing its facets such as challenges, achievements, or rewards from time to time. Trying to transfer game features into everyday life is a habit helping people to deal with complicated situations. Such a tendency could possibly cause the appearance of the gamification concept.

 

The word “gamification” stands for the technique of exerting game mechanics into the non-game environment. Designers often use gamification to create effective digital products and secure high level of user engagement. In one of our previous articles, we’ve mentioned common game mechanics such as challenges, points, badges, leaderboards, and journey. Each gamification element serves for certain goals and has a different influence on users. Today’s article is devoted to one of the most commonly used game mechanics called user journey. We’ll define its essence and find out how it works for UX improvements.

 

badges illustration tubik studio

PukaPal Badges

 

What’s user journey?

 

To make pleasing UX design, it’s vital to think out all the stages of user interactions. The thing is that one person may use a product for accomplishing different goals each day, even more, they apprehend the product differently every time. Designers and researchers noticed that experience and user interactions gradually evolve as people gain more skills in using the product. Such characteristics make it similar to a journey which players go through in games.

 

Considering this fact, designers come up with the idea of applying a game mechanic called user (player) journey in digital products. User journey can be defined as user’s progression stages over the time of product usage. Designers create UX that way so that people could go step-by-step through the various features and interactions which gradually change depending on users needs.

 

mobile app design tubik studio

Moneywise App

 

Let’s look at the example. A standard video game always has different levels from the easiest to the most complicated one. This way a player can adapt and easily comprehend how the game works on the easy levels and then constantly learn and make a progress. By the end of the game, a player is usually a skilled competitor who can deal with more complex tasks. If people receive difficult tasks at the beginning, they aren’t able to handle them. Or in case a game only consists of easy challenges, players will soon be bored.

 

The same works with digital goods. A product which has a simple system of interactions often attracts users with its convenience. However, if people use it for a long time and there are no changes at all, they may get bored. In case a product has an enormous amount of features at the start, they may just get lost within it. To avoid such problems, designers need to think of UX as a user journey, guiding them step-by-step to the point of achievement.

 

Stages of a user journey

 

User journey is a game mechanic which aims at making the process of interaction with a product easier and more understandable. A user feels as a real player starting the personal journey of the product usage. Designers plan different stages which a player (user) will gradually go through. Let’s look at the common steps which a user journey includes.

 

Onboarding stage

 

People who only start their journey within a product need to be actually onboarded. It means that users should be offered an introduction to the features so that they wouldn’t be afraid to make a mistake. Also, it is good to present a navigation system if it has some peculiarities.

 

Designers use onboarding tutorials in various digital products. Tutorials appear to users who launch an app or a web product for the first time helping them get oriented within unfamiliar features and controls. One more task designers need to accomplish at the stage of onboarding is user motivation. The product should be presented that way so that people had a motivation to use it more than once. That’s why onboarding tutorials need to contain short but clear info describing the possibilities of a product helping users to understand if a product can be useful for them.

 

tubik_toonie_help_screens_interaction

Toonie Alarm

 

Scaffolding stage

 

When users continue their journey, they go to the next stage of interactions called scaffolding. The step includes disclosing features progressively as the users become more experienced in using the product. Unlike the onboarding stage, users don’t get long instruction. Scaffolding is more like practical part. Users are trained to use a product proficiently, and the more they learn, the more tools (features) they receive. This stage allows users gradually learn more about a product and receive more features as far as they need to use them. Users don’t get a great number of features at once, so the interactions system won’t seem too overloaded or complicated.

 

toonie alarm UI design

Toonie Alarm

 

Progress stage

 

No matter what tasks people do, they always want to know about their progress. Providing the feedback on the results of a user journey, we can inspire them to continue. It’s a core step since people lose the enthusiasm of a beginner pretty soon and they need to be motivated to stay.

 

Some may ask what progress can be in non-game digital products? For example, a social app can notify users when they gained a certain number of new followers or friends. Meanwhile, educational applications can inform users on how much they’ve learned from time to time. All small details matter. Just tell people they achieved something and they get a dose of enthusiasm to continue.

 

blog app design tubik studio

Blog App

 

Endgame stage

 

Designers usually stop at the stage of scaffolding and progress uniting them in the endless loop, where users constantly learn and receive feedback. However, sooner or later people get bored of such patterns and may quit the product. Here is why the endpoint of a journey is also important to be thought out.

 

Endgame stage doesn’t mean that users will receive the message “Thank you for being with us! Bye-bye.” At this stage, proficient users are recognized as experts or veterans and they are usually given some privileges for loyalty. People like to be valued and they often give it right back. It’s not a secret that loyal customers are the best marketing managers for a product. New users willingly follow satisfied users’ testimonials.

 

Why a user journey?

 

User journey is a complex game mechanic which requires deep attention to details. Each stage should be carefully planned and connected to the others. Moreover, it requires long-term plans for future updates, so the process of user journey development may take a long time. Of course, some may ask if it is worth the effort to bring it into a product. Let’s see what user journey can give you back.

 

Clear interaction system. Users receive features gradually at the stage of scaffolding and users learn to utilize a product step-by-step. An approach helps to avoid problems with incomprehensible interactions and functions.

 

Increased user engagement. One of gamification principles is to make users always motivated and involved in “game”. User journey is usually full of different tasks and achievements which people can gain, so users can’t resist game spirit.

 

Customer loyalty. If a product is constantly improved for its users, people really appreciate it. Moreover, if a product has some privileges for loyal customers, people trust it more.

 

Product recognizability. As we said above, satisfied customers are effective marketers for a product. Users willingly share their pleasant experience and it won’t stay unnoticed.

 

The element of fun. As any other game element, user journey is a good way to bring an emotional aspect to a product. People always need some kind of recreational activity so that they could escape from everyday routine for a bit. By adding the fun element into a casual product, you help people reduce some stress and relax for a moment.

 

Animated stickers mood messenger design tubik

Animated stickers for Mood Messenger

 

All in all, we can say that user journey is an effective method for UX improvement. However, a designer and a client should consider the fact that gamification works well not for every product. It depends on a type of an interface, its target audience, and business goals. For more detailed information, check our previous article where we’ve defined the tasks which gamification helps to accomplish and don’t miss the updates on gamification in UI coming soon.

Recommended reading

 

Gamification by Interaction Design Foundation

42 Rules for Engaging Members Through Gamification: Unlock the Secrets of Motivation, Community, and Fun

Gamification in UX. Increasing User Engagement.

Gamification: Designing for Motivation


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typography tips for designers

8 Typography Tips For Designers: How to Make Fonts Speak.

Typography is a way of communication with users. Visual performance and readability of copy in digital products have the great impact on user experience. One of guru graphic designers, Hoon Kim, once said: «Typographic design is visible as well as audible. If you have a great scenario, now it is time to cast good actors.» Typography can become a voice of design. Appropriate typography speaks for itself setting the right mood and transferring a certain message to users. Today’s article presents tips which will assist you in creating of effective typography.

 

Typographic hierarchy makes things work

 

To create a design pleasant for users’ perception, all its elements should be well organized and clear to navigate. Designers set a proper structure by establishing a visual hierarchy. It organizes all the visual elements so that users could easily perceive content.

 

Visual hierarchy can be divided into different parts. One of them related only to the copy elements is called typographic hierarchy. It aims at organizing copy content by dividing it into various types such as headings, subheadings, body copy, captions and others. The differences between the types of copy are set by regulation of family, sizes, width, and colors of fonts.

 

Clear typographic hierarchy makes text legible and easy to scan. Moreover, it’s simple to highlight key parts of the text to draw users’ attention and hitch them to the expected actions.

 

mood messenger landing page

Mood Messenger Landing Page

 

Consider context and audience

 

When it comes to the choice of fonts, an essential thing to consider is a context of a copy and a potential audience. Each font brings its own mood to a layout. There are friendly, funny, serious, business, and many other fonts that will fit a certain design.

 

Before you choose a font, you need to learn your client’s goals as well as needs and preferences of a target audience. Visual performance of fonts influences the first impression users get from the product. If the kind of font doesn’t fit the mood which the product aims at, there can be a misunderstanding with the audience. For example, if a designer chooses a font which looks too fun and silly for a business website, users will hesitate if the company is trustworthy. Or, if a product is meant for youngsters, too formal fonts may seem boring.

 

web design florist store ecommerce

Florist E-Commerce Website

 

Deep attention to mobile typography

 

Designers often do the experiments with typography to make a project original. However, when it comes to mobile UI design, typographers are literally short of space. Mobile screens are quite small which sets a new challenge for designers to cope with restrictions without loss of sense and functionality. Mobile typography requires deep attention to the details from an appropriate size of fonts to compelling tracking and line length.

 

Compared to web design, mobile typography is harder to reach a good legibility. The font size shouldn’t be too small because on tiny screens it will look like an illegible mess. Moreover, if the text is too big, it won’t fit the small screen too. In addition, designers need to care about the level of contrast since a screen with ambient light and high contrast can hurt users’ eyes.

 

Furthermore, a designer should think of the typography functionality. Smartphone UI includes clickable text parts and designers need to make sure users manage to use them. If these parts are too small, people can’t press it with a finger and it’s rather annoying.

 

Considering all the tiny details in mobile typography, designers can bring valuable products for users.

 

UI animation wine app

WineYard App

 

Minimalism can’t hurt

 

Sometimes, when designers aim at showing all the facets of a digital product, they try to use lots of various styles and fonts all in a single design. As a result, they get a design overloaded with unnecessary distracting details and lacking a proper mood.

 

Experts usually try to keep a number of fonts within two or three for the same layout. It allows making an essential contrast between copy elements along with saving the balance and right message of a design. Applying different styles (bold, italic) should also be minimal. They are good for emphasizing really important parts but the overuse of them can make the text look messy.

 

Also, copy content shouldn’t overwhelm users with the unnecessary information. Of course, it’s a writer’s job to create appropriate text still designers need to collaborate with them to make sure the text will fit a design.

 

upper app UI design case study

Upper App

 

Text needs to breath

 

Legibility level highly relies on how much space there is between letters, words, and text lines. Tracking, kerning and leading are the processes of white space adjustment between the typographic elements. White space is the area between elements in a design composition.

 

A lack of white space may end in the bad legibility of copy content because it is difficult to distinguish words which are placed too tight to each other. Appropriate white space brings a visual relief to users’ eyes and allows going easily from one word to another, from one line to the next. However, try not to overuse it otherwise it can ruin text unity.

 

dance_academy_website_interactions_tubik

Dance Academy landing page

 

Build typography like a scientist, revise like an artist

 

Typography is a complex science consisting of many rules and regulations. Those who covered them are able to create clean working typography. However, it’s is not enough. Clients always require originality and emotion but it can’t be done only by following the written instruction.

 

Designers should never bury their artistic souls. Imagination and the sense of beauty bring the uniqueness in any project, even the most casual one. Find the balance between the strict rules and unordinary choices, and the results may surprise you and your customers.

 

web design UI tubik studio

The Gourmet Website

 

Colorful typography needs thoughtfulness

 

The topic is actively debated. Some think there is no room for color in typography and some claim it’s a must-have for good-looking design. There is no point in looking for the right side of the dispute because there is no accounting for taste. Nevertheless, colorful typography does exist and designers apply it quite often.

 

Among the advantages of colorful typography, let’s mention the element of emotion it adds to any UI as well as the ability to highlight points of interests for users. Moreover, each color may transfer a certain message since it has an influence on users’ mind and behavior.

 

To take all the benefits, colorful typography should be applied thoughtfully and carefully because it’s easy to turn UI into a colorful chaos. Here is the useful checklist for this case:

 

Make it contrast. A big problem which colorful typography may bring is bad legibility. Proper contrast between the fonts and background will help to avoid it. However, make sure the contrast looks pleasant and doesn’t hurt the eyes.
 
Don’t use too many colors. Again, try not to turn UI into a mess. Too many colors look distractive and amateur.
 
Color harmony. Remember the basics of art lessons. Use the color wheel and schemes to choose the proper palette.
 
Be careful with effects. Fluorescent, luminescent, metallic, and glowing colors have their peculiarities and they may not always look good on a digital screen.

 

book swap app interaction design

Book Swap App

 

Learn the basics of typography

 

It may sound too obvious still some designers ignore learning basics of typography science. They rely on modern tools which automatically choose the fonts or just hope aesthetic features of chosen fonts would be enough. Such an approach seems like learning to read without knowledge of the alphabet.

 

Designers who don’t know the concepts and the anatomy of typefaces can’t use the potential of typography at the full strength. Everyone decides for oneself if they need to learn the science in depth but the basics is a foundation of every craft.

 

The experts working on the problem of harmonical usage of fonts gladly share their knowledge that’s why there are so many useful books on typography for designers. As the recommended reading we can name

 

tubik typography and design books

 

Recommended reading

 

Here are some articles providing useful tips and tricks in typography.

Do’s and Don’Ts of Typography

The 8 biggest typography mistakes designers make

10 typography tricks every designer should know

Typography in UI: Guide for Beginners.

Tips on Applying Copy Content in User Interfaces


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dance academy landing page design

Hit the Spot: Design Strategies for Profitable Landing Pages.

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

 

Definition of a landing page

 

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

 

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

 

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

 

tubikstudio ui design dark background

 

Conversion as a key metric

 

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

 

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

 

— download the mobile application

— read more about the presented issue

— subscribe to updates

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

— start the free or discounted trial of the product

— leave the comment or share the opinion

— share the information with friends and followers in social networks

— browse the educational or informational resource

— fill in the form or survey etc.

 

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

 

UX design process tubik

 

Design strategies

 

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

 

Clear goal and structure

 

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

 

Targeting

 

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

— geographic targeting

— gender targeting

— psychographic targeting

— demographic targeting

— behavioral targeting.

 

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

 

gym landing page concept by Tubik

Gym Landing Page

 

Functional minimalism

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

 

Maximum attention ratio

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

 

Instantly visible call-to-action elements

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

Tubik studio UI animation

Museu landing page 

 

Harmonic color palette

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

 

Corresponding typography and good readability

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

 

Strong and consistent branding

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

website design for photographers

Photography Workshops landing page

 

Prominent theme image

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

 

Engaging and attractive scroll animation

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

 

dance academy landing page animation

Dance Academy landing page

 

Visual hierarchy of copy content

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

 

No information overloading

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

— the general introduction of the presented offer

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

— testimonials and signs of trust

— clear call to action.

 

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

landing page animation Tubik studio

magic.co landing page

 

Promotional video

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

 

High loading speed

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

 

free design books landing page

Tubik Magazine landing page

 

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

 

Landing page vs Home page

 

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

 

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

 

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

 

big city guide web ui design

Big City Guide landing page

 

Recommended materials

 

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

 

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

 

Landing Page Conversion Course (9 parts)

 

Classic landing page mistakes you’re probably still making

 

Landing Page. Direct Flight to High Conversion.

 

The ultimate guide to designing landing pages that convert

 

What Happens When You Analyze 100 Landing Page Examples?

 

10 Key Landing Page Features That Draw in Prospects

 

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

 

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


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