User Experience’s (UX) rise to design prominence


User Experience’s (UX) rise to design prominence

The age of unintuitive design is over. The time of the user-friendly design has come, and we have to embrace it to find our place in the newly recreated web architecture.

According to the research conducted by Uxeria, 70% of online businesses fail before their websites aren’t intuitive and score very low in terms of usability. Modern internet users value beautiful aesthetics, but they are not willing to sacrifice practicality in the name of a lovely design. Humans are increasingly distracted and want to immediately find the information they seek. Interestingly, in 2018, the human attention span was only 8 seconds, compared to goldfish’s 9 seconds. In the world, where distraction is a global disease, good design isn’t enough to capture your clients’ attention if it isn’t paired with excellent User Experience (UX) and User Interface (UI). Why is UX so important? There are thousands of businesses competing for the same customers, so what matters the most is how you make your customers feel. Will they be confused or blown away by your website’s design? Will navigating your website fill them with frustration or will they quickly find answers to their questions? Ultimately, people remember feelings more than promises, so by crafting memorable user experience, you design your own reputation, section by section. What are the most important design-related UX trends in 2020?

1. Dark Theme

Welcome to the dark side of the web! Your eyes will like it here. According to scientific research, constant exposure to our devices' bright light in the night-time causes serious eye fatigue, impacting our users' health. For that reason, many businesses decided to switch to a dark website theme to offer users the best possible experience. A good example? Streaming services, such as Netflix and Spotify, rely on a darker color palette, as they generate most of their traffic in the evening. On the other hand, news websites are mostly visited in the daytime, so bright colors work in their favor. Ideally, every website could switch between light and dark depending on the time of the day to both preserve its unique character and serve users' needs.

2. Inclusive Design

As the years went by, the world started to notice the diversity of human experience, and design couldn't stay behind. Inclusive Design is the type of design, which includes numerous user perspectives, ideally solving a problem for one, and extending the solution for many. For example, high color contrast makes your content more accessible for visually impaired people, but all users can benefit from higher contrast - it’s simply easier to read outside if contrast is high enough. Think about everyone’s needs, and your customers won’t leave you in need.

3. The death of hamburger menus Hamburger menus, menus of three parallel lines, used to be designers’ favorites, but lately, they are fading into obscurity. Why? They drive attention away from essential features and lead to lower click rates, as they often require users to touch the top left corners of their devices to access information. Constantly reaching for top-left corners isn’t convenient, which is why many users simply leave a website. Interestingly, Spotify’s choice to remove hamburger menus translated to a 30% rise in click rates.

4. Material Design

The days of flat design are over: material design is ready to take over. With the help of physical surfaces and edges, the material design breathes life into our compositions, creating a more engaging user experience. It is a great tool to increase websites’ personalization by including responsive animations, interesting transitions, and 3D icons.

Fortune may favor the bold, but users favor intuitive, easily accessible websites. Aesthetic excellence will go to waste if it is not accompanied by practical solutions. In 2020, user-friendly design is no longer a new trend to observe, but a standard to follow. Make your users’ life easier, and they will repay you with loyalty, sales, and satisfaction. The future belongs to designers, who think of the usability of their design dreams.

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