Minimizing Complexity In User Interfaces (via @smashingmag) -
Clean. Easy to use. User-friendly. Intuitive. This mantra is proclaimed by many but often gets lost in translation. The culprit: complexity. How one deals with complexity can make or break an application. A complex interface can disorient the user in a mild case and completely alienate them in an extreme case. But if you take measures first to reduce actual complexity and then to minimize perceived complexity, the user will be rewarded with a gratifying experience.
We recently faced this very challenge while designing two Web-based applications, including an enterprise-level content management system. What follows are several techniques that have helped us streamline complex applications into lightweight user experiences.
The first weapon for fighting the villain of complexity is a hatchet. Studies have found that 80% of users use only 20% of software features. Not only are all those unused features a waste of development time, but they frequently detract rather than add value by making the application more difficult to use. Applications that try to do everything often struggle to do anything well.
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Everyone would agree that usability is an important aspect of Web design. Whether you’re working on a portfolio website, online store or Web app, making your pages easy and enjoyable for your visitors to use is key. Many studies have been done over the years on various aspects of Web and interface design, and the findings are valuable in helping us improve our work.
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Though many computer applications and operating systems make use of real-world metaphors like the desktop, most software interface design has little to do with how we actually experience the real world. In lots of cases, there are great reasons not to directly mimic reality. Not doing so allows us to create interfaces that enable people to be more productive, communicate in new ways, or manage an increasing amount of information. In other words, to do things we can’t otherwise do in real life.
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Looking around for that checkout link, having to fill out registration forms and then being told the product is out of stock isn’t going to make your day. Spend a little bit of time fine tuning your checkout process and polishing off the user experience and you’ll be rewarded with happier customers and more sales. Here are 12 useful tips to help you do just that.
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If you’ve managed to sell a product to a customer, use this opporunity to present further attractive offers to the customer. The topic “behavioral targeting”, a technique that uses information collected on an individual’s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that customers. Many advertisers believe that this technique can dramatically help to boost the conversion rate.
Behavioral targeting is probably currently the most discussed advertising strategy. However, it is not clear if it possible to derive some meaningful customers’ preferences and future behavior out of the earlier purchasing history. Wrong adjustments – based upon the browsing history – can significantly decrease the conversion rate as well.
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In eCommerce usability improvements usually have a huge impact on conversion rates. However, usability doesn’t only mean better visual guide or better site hierarchy. It also means a better communication with potential customers using a professional, trustworthy design, delivering the right information at the right time and communicating with users instead of throwing ad-slogans at them.
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Sometimes small changes can have huge effects. Concerning conversion rates, which is the proportion of website visitors who submit their contact information or make a purchase, better Web design leads directly to greater revenue.
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Last week we presented 8 Useful Tips To Help Your Website Convert – we discussed various rules and guidelines from marketing, such as subliminal suggestion, prevention of choice paralysis, AIDA-principle, attention guide and the Gutenberg rule. The main idea was to help designers and developers create a design that would help the site to grow and become a success the financial point of view.
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As we see more and more businesses move their services online, and even more that begin their life on the Web, a greater need arises for websites that are designed and built to sell. A great-looking website may achieve the goal of shaping and delivering a strong brand, but its good looks alone aren’t enough to sell the products or services on offer. For that, you need to introduce the element of marketing.
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When was the last time you called customer support because you were having problems checking out online? Probably never! Cart abandonment rate is at around 60%, and most of it happens before the user even begins the checkout process. Sometimes, convincing your customers to trust you is your biggest challenge.
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