It is better to learn about the intricacies of any craft from professionals. Co-founder and production director of the service for the search for tutors Preply, Sergey Lukyanov told about product design techniques that kill the product.
What does the product designer do? Combines simultaneously research, sociological and marketing activities. This is the person responsible for the interaction experience and project revenues. Before starting work on the direct registration, it is necessary to conduct a thorough comprehensive analysis of potential consumers. Only after receiving the research results, the designer thinks about the appearance of the product. But sometimes the result of the thinking process is very bad. This is the case of this material. What can spoil the impression and kill a good development at the root?
Too sophisticated design
“Smart design” is loved by many experts. In the process, it often becomes too complicated, incomprehensible and hurts the user experience. Do not forget that it is aimed primarily at consumers, who do not always understand all the design subtleties. From all the options that do not fit the criteria of “lightness”, “accessibility”, “convenience”, it is better to explicitly refuse.
Visual illustration is the home page of the site Bolden.nl. The decoration is colorful, concise and completely incomprehensible. The layering of contrasting text (“originality” in the common people) kills all readability. Not everything is so bad – the message can still be read. The user needs to move the cursor to the corner of the page, but there is no direct guide to this action on the site. Probably, developers are offered to think out on their own.
Fanatical use of animations
When creating an attractive interactive design, it is impossible to do without animation. Simply adding animations everywhere without good reason is a huge mistake. Look at the PayPal check at Dribbble.com. Looks interesting and stylish. But the animation makes it difficult to read the details of the transaction, since the duration of the text on the screen is 3.5 seconds. As an alternative one could get by with a fade-in effect.
In pursuit of minimalism, one cannot sacrifice practicality and affordability. The task of the product designer is to clear the goods from unnecessary parts, but not from all in principle. Here, how to do is not worth it. Before you – a coffee machine. It looks minimalist, stylish – in the best traditions of the genre. But when a person decides to use it for its intended purpose, problems begin. The machine has two hoppers, filled with different varieties, which is obvious. However, there is another, the third, which makes decaffeinated coffee. But the signs on the car are missing. Drinks preparation instructions too. Such a product can only cause negative UX.
This item along with the previous one almost always go together. As an example – the same unfortunate coffee machine. When choosing a drink, many may experience stupor. First, a strange numbering. Secondly, the strange orderliness of the range (2, 1, 3). Thirdly, why do we need images of cups, if they do not perform a semantic function. Further more! At the next stage of coffee selection, letters are also added to the numerical index. From where? What for? Why? An example is a vivid illustration of the fact that one should not neglect the analysis and testing of products. The company will suffer smaller losses if it postpones the launch of the product, instead of mass production of the like. In any case, MVP, which is easy to modify and optimize in the future, still exists.
In tune with the times
Trends are not always good. Naturally, the product should look original and fresh. But the original goal is simplicity, functionality. Fashion element makes it difficult to use the site or device? Do not turn it on at all. Recently, the most trending trend was minimalism with the introduction of very small details. Such a design may look cool, but convenience is paramount! Experimental navigation is another trend that does not always play in favor of the UX. Someone has enough traditional navigation, without innovations, which allows you to quickly solve your problem.
Do not make mistakes in product design – you can
We return to the beginning: first of all, before developing the layout, we carry out a thorough study, draw up a plan of processes. The second aspect that guarantees success is a well-established constructive dialogue between the product designer, engineers and software developers. Their interaction should be harmonious and harmonious. Only in this case, the product claims to be of high quality in all respects.
Do not be afraid of improvements. The first option is always draft. Before launching, it is worth testing the functionality several times, to analyze the possible reaction of the audience. Many errors can affect already after the official presentation, when the final version is maximally cleaned and adjusted. Regular communication with consumers, feedback will make it clear what needs to be corrected, improved not only in appearance, but also in interface, performance, etc. Knowing and feeling the hottest trends for a designer is naturally important. To be able to interpret them – too. But for the success of the project on the market, it is necessary to thoroughly know and understand the target audience; be able to admit your mistakes and be ready to correct them.