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What is User Experience Web Design

Interactive technology allows us the ability to guide our audience through a compelling narrative while affording opportunities to drill down to the user’s specific desired details.  Providing the user an interactive and customizable flow of information conveys one’s story in a way that is uniquely useful.

Digital storytelling is the process of enhancing user satisfaction: improving usability, accessibility, and pleasure provided by the interaction between the user and the business.  Digital storytelling keeps users engaged, creates a valuable experience while reinforcing a company’s expertise and credibility.

People are used to having access to information when and where they want it. You’ve got a very small window in which to grab someone’s interest. People can process and retain visual images in as little as 13 milliseconds. (MIT).  In order to keep people engaged, you need to give your audience the freedom to access the particular information each individual needs.

In order for digital storytelling to work, you must begin with some basics:

  1. What are you trying to accomplish?
  2. Who is your audience?
  3. Why should they care?

Audience research is key. Use those answers to make sure your content tells a compelling story.

Begin with the facts, then handle the details.

Next you’ll want to separate out the essentials that you want everyone to understand from the details and supporting facts that will bolster your argument. These secondary elements are then slotted in as modular on-demand details or side routes that your audience can explore on an individual level. For example, someone viewing a story about demographics may want to dig deeper into the data about their hometown before moving on to the conclusion of the story. These, micro interactions are important because they that will allow users to freely navigate and dig deeper without feeling like they’re missing the key points of the story.

Now it’s time to create a responsive framework that lets your audience determine how the story is told. Simple features such as breadcrumbs and smart user-driven navigation are essential to help guide the user. Interactive infographics, charts, maps, and other data-driven or detail components can be particularly compelling when the viewer wants a deeper dive.

Intelligent application of responsive storytelling will keep users engaged longer and create a valuable experience that tells a more effective narrative, reinforces your credibility, and instills trust in you, your message and your brand

Meaningful Micro Interactions

If you love something, an appliance in your house, a wearable, a great app on your phone, it is often because of the micro interactions you have with it. Micro-interactions are contained moments within a product, which revolve around a single task: (i.e. setting an alarm, deleting an email and syncing your device).

Though micro interactions are near-invisible due to their small size, if done well, they can play a vital role in dramatically increasing the user experience. As the web is becoming more complex by the day, users expect your User Experience to be built around simple, effective, and tiny micro interactions.


Personalized User Experiences

Due to the ever-growing need to obtain finer data, tracking users’ activity is at an all-time high. To achieve this, cookies are being used on a much larger scale than ever before. Using cookies, one can gain large-scale quantitative data about their users such as their browsing habits and where they are located. This presents an opportunity to personalize the user’s experience by providing relevant content.

When used correctly, cookies give a lot of flexibility to you as a designer. Personalized user experiences delight users and can be a major driving force for higher conversions. Another great example of personalized UX in practice is YouTube, which takes advantage of cookies to remember videos you have previously watched to be able to generate relevant video recommendations.

Parallax Scrolling

Parallax Scrolling was one of the hottest and most impressive design trends. With the torrid growth of internet access from mobile devices, the act of clicking is slowly becoming extinct. Today’s user finds scrolling much easier than clicking.

Parallax Scrolling not only delivers a seamless content experience to visitors but also cuts down on website load time. When it comes to one-page websites, there is no better design element than Parallax for conveying information to visitors in a storytelling fashion. Thus in 2015, more and more designers are expected to use the parallax scrolling effect in their designs.

Content-focused Design

The way users consume your content, irrespective of the device being used, is an important factor must be taken into consideration while designing websites this year. Forget about lots of dynamic menus, heavy graphics or the “12pt” font size. These are all are things of the past. Now is the time to start designing websites with the core focus being in making them more readable, accessible, and usable.

This year designers will be using design elements that decrease page load time while increasing responsiveness – all without negatively impacting the overall aesthetic element of the site.

Icons over Text

We have all heard of the saying: “a picture is worth a thousand words” …so is an icon. Over the last year, designers are taking advantage of icons for making websites more lightweight and attractive. However, icons are also being used in many other forms such as Infographics, sprite sheets, and apps.

Icons are a perfect replacement for heavy images and traditional text labels. A glance at the icon gives visitors the idea of what a functionality is about. Being quite easy to understand, icons play a vital role in grabbing user’s attention. However, one must be wary of icon usage.

Material Design

In 2014, Google introduced Material Design which is a new kind of ‘Flat’ design. In the preceding months, only Microsoft and Apple were promoting the flat design concept, but finally, with the release of material design, Google has made it clear – flat design is in. If you have ever used any of Google’s apps, or Android 5.0 itself, you should be familiar with the look and feel of Material Design.

Typical of the flat design, Material design style is also content-focused, adaptable and streamlined while bringing motion, visual and interaction design together. The popularity of this minimalistic design approach will continue in as it makes a website look cleaner and load faster by eliminating unnecessary elements.

Bigger Emphasis on Typography

Gone are the days when you were required to shell out hundreds of dollars just to make the text of your tagline look good. Web font services like Google Fonts and Typekit are now offering a wide range of high-quality fonts.

Card Style Layouts

The “Card” style layout has emerged as a great way to organize huge amounts of content without any hassle. From popular e-commerce to news sites, card-like content boxes are now being used on a relatively large scale. Card design can be summarized in three words: simple, clean, and versatile.

Being extremely functional and having a nimble size, card design can be easily integrated with responsive layouts. Also, it allows your visitors to get an immediate glance at what you are offering to them. If you have ever run a Pinterest campaign, chances are you have already come across card style design. Trello, a free web-based collaboration tool, is another great example of this technique in use.


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