6 Tenets of Master Web Design

What’s the difference between user experience (UX) and user interface (UI)?

User experience (UX) and user interface (UI) are both important elements of digital design for apps, websites, and software interfaces. Although they’re separate concepts, they’re highly interdependent. 

UX/UI Definitions

User experience refers to the experience the user has when interacting with the product. Creating an ideal UX requires considering the users’ needs, behaviors, and expectations.

User interface design is focused on interactive and visual aspects such as menus, icons, and screen layouts. The UI design must support the desired UX by providing a navigable and efficient layout while maintaining visually appealing design.

1. Think user first, always

Don't stray from universals

Certain things just work, and when it comes to design, there’s a reason websites share so many similar components. Design should stay true to universals that users have come to expect. If you think you're being super creative by putting the navigation in a fun, unexpected place, think twice. You don’t want to risk frustrating the user all because you think you’re Picaso. 

Research the user base

User research is extremely important for putting yourself in the shoes of the users you’re designing for. Leverage customer data and customer journey maps to get a comprehensive view of the user base, and design accordingly. Customer data platforms are excellent tools for accessing this data. Many designers work with marketing teams to design sites with user behaviors at the forefront of design execution. 

Don't make users’ lives harder

Again, serve the user. Designers should create designs that make it easy for users to accomplish their goals, which in turn poses quite the challenge for the designer. If you can create designs that are as intuitive as they are aesthetically appealing, you’re on the right track. 

Minimize mistakes with built-in safety nets

Designers should understand that users make mistakes, so strive to minimize them by creating safety nets that help users intuit their way out of a mistake. For example, if the user knows they are looking for a specific CTA, but they miss it, one safety net you might have in place is presenting that same solution further down the page, ideally in a different format to try and catch their eye. 

Accessibility

Design should be inclusive, catering to users with disabilities, and making the product accessible to everyone. In fact, there’s a whole compliance system set up for web design. To learn about ADA compliance, check out our service page. 

Stakeholders are often wrong

Stakeholders see customers; designers see users. Because of this, stakeholders may not always be in touch with users' needs, so designers must do their best to help stakeholders see the light. The same way TV and music producers like to lodge their foot in the door of a creative’s trained eye, so too might company stakeholders insert themselves for some well-meaning creative advice. They want the project to be successful, so do your best to listen to their concerns and then voice your design perspective calmly and carefully. 

2. Objectivity over subjectivity

Be able to explain every single design decision in objective terms

Being able to articulate and prove your design decisions will come in hand with project discoveries (especially when the aforementioned stakeholders start coming up with their own design ideas while on a call). 

Design decisions should be as objective as possible, and designers should be able to explain their choices in purely objective terms, not just based on personal preference or feelings. A good designer should be able to explain every single design decision they make, and explain each logically and in objective terms. No “it just feels good” as your explanation.

Data and proof are stronger than “feels,” “vibes,” “hunches, ” and “unpredictable episodes of much too temporary genius” 

Data and proof should be the foundation of every design decision, not just a feeling. Objectivity is the rule, subjectivity is always the exception. Happy accidents sometimes lead to some interesting new outcomes, but relying on them isn’t cute—especially for a professional.

3. Keep it simple, stupid

Less is definitely more when it comes to digital design. Complex designs with excessive animations and flashy features sound good in theory, but it can end up being too much and appear less professional, not accurately reflecting your brand. A simple, clean user interface is easier for our brains to process. Be creative in your branding, but make sure the digital space you host is easy to read, easy to navigate, and minimal.

Create systems, create constraints, hold yourself to them

Set up strict systems and constraints that will help guide the design you are working on. For example, once you establish a design motif (e.g., bubbles) follow through with it across your entire design. The same way a song repeats a chorus, establish a motif and repeat it to create a through-line.

Another example, if you are designing a site that you want to reflect both a "futuristic" and "punk" aesthetic, make sure every design decision you make fits in either of these two buckets. If you can't say a decision is "futuristic" or "punk", it's not the right decision.

Keep written content short

Brevity is king with both visual and textual design; keep written content to a minimum on pages not focused on content. Most users don’t come to your site to read your tome of a product description. 

4. Show it, then explain it

Visuals convey meaning faster

Visuals are a powerful tool in conveying meaning faster than written content, and designers should prioritize visuals over written content. Text is certainly necessary for web, but visuals will tell your brand story faster. Research shows that too much text tends to up a website's bounce rate, so focus on the visuals and remember to keep your text short.

Better concepts = better conversions

Your marketers will love this. With better design concepts, you'll pull in more quality conversions. The way in which you've design your UX/UI will garner customer types that fit in line with your brand. "If you build it, they will come" is a useful (though overused) way to think about this. If your brand effectively communicates the right story, those seeking that story will convert more frequently.

5. Get used to change

Remember at the wake of the internet when every webpage seemed to include glittery cursors and bright embossed backgrounds? There's a reason it's not a design trend anymore. 

A good design 5 years ago doesn’t always hold up to new standards, trends, or patterns. Design is not static, and trends and patterns change over time. Designers must be willing to adapt to new standards and trends.

Be confident in your choices, but don’t be arrogant.

Understand that you’ll need to adapt to the change of standard & style, beyond universal design standards. Designers should be confident in their choices but remain open to feedback and constructive criticism.

Be willing to be wrong, but not a doormat

Get another set of eyes on your work, too. Sometimes the untrained eye hits the bullseye, so step aside and ask your team for outside feedback on your design. But don't let other walk all over your eye and intuition. As noted earlier, if you can clearly articulate your design choices, there's probably some merit to them.

6. Finish like you started

See each design through to the end

Designers should see a project through to the end, ensuring that it's of high quality and meets the user's needs. Long projects and repetition can be exhausting, but designers should remain focused and not give up. Finish strong, and make sure you actually finish. Don’t let the lazy demon win.