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How To Speed Up The Wireframing Process With Photoshop And Adobe XD




How To Speed Up The Wireframing Process With Photoshop And Adobe XD

Manuela Langella



Before starting any design project, there is one word that is sure follow you from the very beginning: wireframing. Today, we will learn how to create a wireframe in Adobe XD and how to implement some graphics from Photoshop just by using libraries.

But first, what exactly is a wireframe?

A wireframe is a visual representation of your project’s structure. It defines the bones, the elements that will work in your layout, and the placement of the content for your prototype.

The great thing about wireframing is that it’s a combination of simple elements that make you concentrate on your project’s functionality. In this stage, you can draw without thinking too much about the style and design.

You just have to figure out what your project targets are and how to develop them through wireframing by using simple elements. As you move further through wireframing, you develop the best solutions as team component make comments and suggestions about your sketch.

The first step is to create a project and name it “sections”, then make a list of “elements” you need to complete the different steps, up to the creation of the final “architecture.”

Creating a wireframe “by hand” first makes a lot of sense. It helps you develop the entire idea on paper (without digital limits), and also lets your concepts flow easily. For those of you who work in a team, working with paper doesn’t seem the best approach if you want to share your notions with everyone involved in the project — especially if you work with your team online.

In this tutorial, we will cover the following steps:

  1. Create a wireframe, select, and insert PS assets through libraries;
  2. Update PS files and see the results in Adobe XD.

We will create a set of objects to use in our wireframe. We will put them aside in our assets as we had an extra panel from where we can take our tools.

Once you’ve done with it, you can save it and re-use for future projects, by using the same elements again and adding some more objects as well.

You will need these Photoshop elements I prepared to use in our wireframe.

Here’s what we will create:


wireframe


Wireframe (Large preview


complete layout


Complete layout (Large preview

1 . Create A Wireframe And Select And Insert PS Assets Through Libraries

The best place to begin developing a wireframe from scratch is to draw it by hand first.

In this project, I want to create a landing page for an online course site. I know I need to communicate essential information in it. It doesn’t have to be perfect the first time out, but in the end, its effectiveness is very much dependent on how I organized the wireframe and how closely it aligns with the initial purpose.

First Step: Here are my own hand-drawn wireframes.


wireframe


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wireframe


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As you can see, there is not much information on them. The first intention is just to show how the layout will be composed and which elements are to be considered. Clean and simple.

Second Step: Re-submit the wireframe in a smaller size and with some margin notes which I use to explain the elements and their use:


explaining elements on wireframe


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Third Step: Let’s begin to create our digital wireframe with Adobe XD.

Open Adobe XD and choose “Web 1920” from the open window.


chose web 1920 in adobe xd


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Save your project as “Wireframe” by selecting FileSave as.

Once your file is saved, create another artboard for iPhone 67 Plus as well.

Click on the A (Artboard) button on the left side, and choose “iPhone 6/7/8” in the right sidebar.


creating artboard for iPhone formats


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creating artboard for iPhone formats


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And here are our two artboards: one for desktop and one for mobile.


creating two artboards, one for desktop and one for mobile


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Now we can begin to create our wireframe objects. Following our hand-drawn sketches, we will now create the same objects in XD.

Hero Image
Select the Rectangle Tool (R) and draw a shape where your hero image should be. Then grab the Line Tool (L) and draw two lines joining the vertices. This kind of shape represents our image placeholder.

Group the shape and lines and call the group “Hero”:


grouping shapes and lines


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Now let’s continue with the “Icons” section. I put some text before my icons, and I’m going to represent that visually with some lines. Grab the Line Tool (L) again and draw a single horizontal line. Click on Repeat Grid Tool ( + R on Mac or CTRL + R on Windows), and drag your line until you have three of them.

creatings icons

We need three symbols for our icons, so click on Ellipse Tool /E) and draw a circle. Click again on Repeat Grid Tool ( + R on Mac or CTRL + R on Windows) and create three circles. Then select the space between the circles and drag to make it wider.

creating circles

Feature Section
Create a light grey background (#F8F8F8) by using the Rectangle Tool (R). Repeat the steps from the previous Hero Image section above to create an image placeholder, then repeat the steps from the Icons Section (also above) to create a line for text. Finally, create a simple button with the help of the Rectangle Tool (R) tool.

This is the final result:


Final result


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For the Testimonial Section, repeat the same steps as before in order to create an image placeholder and some text lines. As you can see from the complete wireframe image, there’s a quotation-mark symbol that we have to insert.

We’re going to do it using Photoshop.

Open the Photoshop file I provided by clicking on this link.

I want to insert this image as a symbol by using Libraries CC.

In Photoshop, be sure to see Libraries panel by going on WindowLibraries. Create a new library by clicking on the little icon top right (see image):


creating a new library


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I named my library “Wireframe”. Feel free to give your library the name you desire.

Now click and drag on the symbol you want to have in your library:

clicking and dragging symbols in library

Switch back to XD, and go to FileOpen CC Libraries and you will see the last symbol you just uploaded through Photoshop and the library you created.


symbols created in photoshop and moved to adobe xd


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Drag the quotation symbol into your wireframe in XD and position it wherever you need it to be.

positioning symbols into your wireframe

For the “Prices, Subscribe and Footer” sections, we will represent them by using additional boxes and lines like the ones you see in the image below.

Note: You can find the email icon in the Photoshop file which I’ve provided here.)

Follow the steps described in the Feature section to insert the symbol in the library through Photoshop, open it in XD, and drag it into your wireframe artboard.

This is the result:


result


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One last thing we need to do before going ahead is to order our layers. Be sure your layers are activated by clicking on the Layer Icon ( + Y for Mac or CTRL + Y for Windows).


ordering layers in adobe xd


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Group all of the section elements into folders (I assigned them the same name of the section they represent). This way, you will have all of your elements placed in order and won’t have any difficulty in finding them quickly (see image).


grouping section elements into folders


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grouping section elements into folders


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We are now done with our wireframe!

In the next step, we will build our design by using our wireframe and discovering how to modify Libraries’ elements instantly.

2. Adding A Layer Of Fidelity To Your Wireframe

We have just finished our wireframe and, at this point, we can double-check it to see if we have missed something. Once we are sure that we have all of the necessary information included in the wireframe, we can then share it with the project’s team.

We are ready to move on and update our wireframe to make it “live” with images, color, and placeholder copy.

Go ahead and create your design. Duplicate your wireframe by saving it with another name (e.g. “Wireframe-Layout”).

First, we’ll need an image for our Hero section (I went ahead and used this one by Priscilla Du Preez from Unsplash. .)

Open the image in Photoshop, and reduce the image size by clicking on ImageImage size and set the width at 3000px:


reducing image size


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Save your image and then drag it into your Libraries.

In XD, drag the image from Libraries to your Artboard. Let it fit with the shape we just created as the image placeholder.


dragging the image from Libraries to your Artboard


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I’m going to add a logo and some text to this image; I need the image to be a little darker so that the information is easy to read. Go back into Photoshop Libraries and double click on the image in the panel. Once the image is open, go on the Layer panel, select the image layer and click on Add a layer style at the bottom of the panel. Set a Color Overlay with the settings as shown below:


adding a logo and some text to the image


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Save it, and it will be automatically be saved in all of your libraries. Switch back to XD and you will see the image in your artboard updated (no need to drag it back from the library again).

Note: Depending on the image size, it could take a little more time for the libraries to update themselves.


updating images in libraries


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Now let’s insert our logo. Open the Photoshop file and drag the “Learn!” logo into the Libraries. This is the font I used.


inserting the logo in photoshop


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Since our background is dark, we will need a white logo. Switch back to Photoshop and double click on the logo from Libraries.

Grab the Type Tool, highlight the logo text, and make it white. Save it, and it will automatically be saved in your XD artboard as well.


creating a while logo on a dark background


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creating a while logo on a dark background


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Insert some text and a button to complete the Hero section.


inserting some text and a button to complete the Hero section


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Next, I’m going fill out the next section by adding text and icons. The ones I used are from a free pack I created for Smashing Magazine that you can find here.

As previously done, open up the icons and add them to your libraries in Photoshop, then switch back to XD to place them in your wireframe. Here is the result:


adding text and icons, result


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Now we’ll move on to the Feature section. As before, we’ll drag an image onto the image placeholder (I used this image by Sonnie Hiles found on Unsplash). Add in some text and a button as I have shown you in the previous steps above.


feature section


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Open the Photoshop file I provided and add the check symbol into your Libraries. Open Libraries in XD and put the icon near the text. Use the Repeat Grid to make three copies of it:

making copies of an icon and playing them next to the text

Now let’s change the color of the check symbol. Go back to Photoshop, open it from the Libraries and give it a Color Overlay as shown below:


changing the color of the check symbol


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Save it, and see your icons in XD directly updated.


changing the color of the check symbol


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Now let’s finish our layout.

For the Testimonial section, add in text and an image for the testimonial (I took mine from UI Faces).


adding in text and an image for the testimonial


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Finally, we’ll add information for the Price section, the Subscribe section, and the footer. You can find Price tables in the Photoshop file I provided. Drag them into your Libraries in Photoshop, then open Libraries in XD and drag them into your artboard. Feel free to modify them as you want.

And… we’re done!

Conclusion

In this tutorial, we have learned how to work with Photoshop and Adobe XD to create a wireframe, and then how to quickly add fidelity to it by modifying Libraries elements. For your reference, I’ve created a mobile wireframe which you can use to practice and follow along to this tutorial. Follow the steps as we did for the desktop version to add text and images.

Let me see your result in the comments!

This article is part of the UX design series sponsored by Adobe. Adobe XD tool is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

Smashing Editorial
(il)


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How To Speed Up The Wireframing Process With Photoshop And Adobe XD

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How Do You Know Your Website Is A Success?




How Do You Know Your Website Is A Success?

Nick Babich



(This article is kindly sponsored by Adobe.) We live in a world where just about every business has an online presence. Let’s say you want to reach out to a business — what would be the first thing you would do? Well, you would probably look up their website to search for answers to your questions or simply any contact details you can find. With no doubt, the first impression of any website is now more important than ever.

There are more than 1.8 billion websites on the Internet right now, and the number is growing. The increase of the competition brings a great interest in examining the factors of success of a website. While no one will argue that it’s essential to have a successful website, it’s still not easy to understand what exactly success means and how to actually measure it.

Define What Site Success Means To You

Set A Global Goal

Finding the answers to questions such as “What are our goals?” and “What do we want to achieve with this website?” should be the first thing to do when starting a new project. Skipping a stage of defining global goals and moving directly to the design stage is a pretty common mistake among many product teams. Without knowing exactly what you want to achieve, your chances of making a positive impact with your website will be poor.

Every website needs a well-defined product strategy. A strategy sets the tone for all of the activities, and it gives a context that helps in making design decisions. When you have a solid understanding of what you expect to get out of your site, it helps you to work towards that goal.

your product strategy
Product strategy is a combination of achievable goals and visions that work together to align the team around desirable outcomes for both the business and your users. (Image credit: Melissa Perri) (Large preview)

Here are a few tips that help you set a goal:

  • Tie the purpose to business goals.
    The website’s purpose should serve to support the company’s mission and make the business more effective in achieving that mission.
  • Make it specific.
    Instead of saying something like “I want to have a strong online presence,” consider this instead: “Our website should be a place where users submit requests for our services. Our goal is to have 50% of our orders submitted online, not over the phone.”
  • Conduct competitor research.
    List sites of your competitors which you find successful, and try to pinpoint why they are successful.

Strive To Create User-Focused Experience

Because visitors ultimately determine the success of a website, they should be in the spotlight during site’s development. As Dieter Rams says:

“You cannot understand good design if you do not understand people; design is made for people.”

Thus, start with gathering this understanding:

  • Portrait your ideal users.
    Try to understand what content they might need/want, their browsing habits (how they prefer to interact with a website) and the level of their technical competence. This knowledge will help you appeal to them better.
  • Think about the goal of your visitors.
    Put yourself in the shoes of your visitor. What do you want them to get done? Place an order? Reach you for a quote? Become a member? Drive the design from the user’s goals and tasks.* *Ideally, each page you design should have a goal for your users.
  • Create user journey map.
    If you have an existing site, you can figure out typical ways people use it by creating user journey maps.

User journey map


User journey map. (Image credit: Temkin Group)

8 Essential Characteristics Of Website Design That Influence Its Success

In this section, we aren’t going to discuss design implementation details (e.g. where a logo should be placed). We’ll be focusing on the main principles and approaches for effective web design. These principles will be reviewed from the angle of the first impression. It’s essential to focus on great user experience during the first-time visit. Generally, the better the first impression, the better the chance that users will stay for longer. But if the first impression is negative, it might make users want to avoid interacting with your product for years.

And how do we leave a good first impression? Good design. First impressions are 94% design related. While it’s impossible to define one-fits-all design decisions that will guarantee a successful site, it is still possible to focus on factors that are able to create a great first impression: the quality of content, usability, and visual aesthetics.

1. High-Quality Content

The copy used on your website is just as important as the website’s design; it’s the reason why people visit your website. More than 95 percent of information on the web is in the form of written language. Even if your site is beautifully designed, it’s no more than an empty frame without good content. A good website has both great design and great content.

“Content precedes design. Design in the absence of content is not design, it’s decoration.”

Jeffrey Zeldman

Match Users’ Expectations

Provide information your users expect to see. For example, if you design a website for a chain of restaurants, most visitors will expect to find the restaurants’ menus as well as maps that show where each restaurant is located.

Content That Builds Trust

Trust is what creates a persuasive power; trust makes the user believe in your products or services. That’s why it so important to build a sense of trust on your website. For example, if you design a website that will offer services, you should include content that will bolster a visitor’s confidence in those offerings. A simple way to accomplish this is to provide social proofs — put some testimonials on your site.

One great example is Basecamp. The company lists feedback from its clients together with a data statistic that reinforces the power of the social proof.


Basecamp pairs testimonials with research findings to create an ultimate persuasive effect.


Basecamp pairs testimonials with research findings to create an ultimate persuasive effect.

Focus On Microcopy

Microcopy is the tiny words we use in user interfaces. These might be field or button labels, or description for forms and other UI objects. Right microcopy can influence business profits. But in order to write good microcopy, it’s essential to understand user’s intentions and emotions.

During the Google I/O 2017, Maggie Stanphill explained the possible business value of writing good microcopy. After the Google team changed ‘Book a room’ to ‘Check availability’ in the Hotel search on Google, the engagement rate increased by 17%. This happened because the first version of microcopy (‘Book a room’) was too committal for that stage of the user journey. Users didn’t want to book a room; they wanted to explore all available options (date range as well as prices).


Good microcopy is human-oriented. In this example, ‘Check availability’ meets the user where they are in their mindset.


Good microcopy is human-oriented. In this example, ‘Check availability’ meets the user where they are in their mindset.

Text Is Optimized For Scanning

It’s necessary to adjust content to users’ browsing habits. It’s a well-known fact that users don’t read online, they scan. When a new visitor approaches a web page, the first thing s/he does is tries to do is to scan the page and divide the content into digestible pieces of information. By scanning through key parts of the page, they are trying to determine if the content is relevant to their needs.

Here are a few tips on how to format your content to make it easy to scan:

  • Avoid long blocks of text without images.
    With a huge probability, such content will be skipped. Use headings, paragraphs, or bullet points to break up a text.
  • Optimize layouts for natural scanning patterns.
    Eye tracking studies have identified that people scan pages in an “F” pattern. We read the first few lines, but then they start skipping down the page, caching only parts of the message. For this reason, it’s important to keep your text frontloaded — put the most important concepts first, so our eyes catch those important words as we track down.

Users don’t read, they scan. This heatmap shows where people’s focal points land. Effectively designed websites work with a reader’s natural behavior.


Users don’t read, they scan. This heatmap shows where people’s focal points land. Effectively designed websites work with a reader’s natural behavior. (Image credit: Useit)

Quick design tip: You can measure your readability score using a tool called Webpagefx.

Avoid Distraction

The human eye can instantly recognize moving objects. Moving objects such as animated banners or video advertising can capture users’ attention. An abundance of such content can lead to annoying and distracting experience. Thus, put an emphasis on a site with minimal distractions.


Heatmaps from eye-tracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views. Green boxes are used to highlight the advertisements.


Heatmaps from eye-tracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views. Green boxes are used to highlight the advertisements. (Image credit: NNGroup)

Contact Information

Make it easy for people to reach you. This requirement sounds pretty obvious; still, it’s quite a typical situation for first-time visitors to have to hunt for contact information. Don’t let that happen. Make a phone number, email, address and a contact form easily accessible.

Quick design tip: When designing your site, don’t make email or phone number a part of an image. Phone number/email should be in plain text so that users can copy this information.

Relevant Images And Videos In High Quality

Studies have proven that people are majorly visual learners. Most people are able to understand and grasp concepts far better when they are delivered in visual way.

Remember the old saying, “A picture is worth a thousand words”? It’s relevant to web design. A simple way to increase visual appeal is to provide high-quality imagery or video content.

One great example is Tesla which doesn’t tell the benefits of its car but rather shows a quick video that makes it clear what it feels like to drive a Tesla:


Tesla uses a principle ‘show, don't tell’ when demonstrating the benefits of using cars.


Tesla uses a principle ‘show, don’t tell’ when demonstrating the benefits of using cars.

2. Simple Interactions

According to Hubspot survey, 76% of respondents mentioned ease of use as the most important characteristic of a website. That’s why the “Keep It Simple” principle (KIS) should play a primary role in the process of web design.

Cut Out The Noise

Cluttering a user interface overloads your user with too much information — every added button, image, and line of text makes the screen more complicated. Cutting out the clutter on a website will make the primary message more easily understood by visitors. Include only the elements that are most important for communication, and use enough whitespace. It will help to reduce the cognitive load for the visitors and will make it easier to perceive the information presented on the screen.

Quick design tip: Put more visual weight on important elements. Make important elements such as call-to-action buttons or login forms focal points so visitors see them right away. You can emphasize elements using different sizes or colors.


Lyft makes the most important information on a page (the call-to-action button) stand out.


Lyft makes the most important information on a page (the call-to-action button) stand out.

Strong Visual Hierarchy

The better visual hierarchy your create, the easier your content will be perceived by users (Simon’s law). A grid layout allows you to organize information in a way that makes it easier for visitors to read and comprehend information presented on the page. Using grids makes it much easier to create a layout that feels balanced.


Use a grid layout when designing web experiences. Using grids in Adobe XD.


Use a grid layout when designing web experiences. Using grids in Adobe XD.

Good Navigation

Good navigation is one of the most important aspects of website usability. Even the most beautifully designed website will be useless if users aren’t able to find their way around.

When developing navigation for your website, think about what pages are most likely to be important to visitors, and how they will move from one page to another. Follow users’ expectations — create a predictable navigation structure and place it where users expect to see it.

Quick design tip: Reduce the total number of actions required for users to reach the destination. Try to follow the Three-click rule which means creating a structure that will enable users to find the information they are looking for within three clicks.

Recognizable Design Patterns

Design patterns are designer’s best friends. When designing your site, it’s worth remembering that users spend most of their time on other sites. Every time the user has to learn how something new works, it creates friction. By using recognizable conventions, you can reduce the learning curve. Recognizable UI patterns eventually help users to parse complicated tasks easily. Thus, when you follow users’ expectations and create a familiar experience (e.g. place UI elements in places where users expect to find them), site visitors can use their previous knowledge and act through intuition. This helps reduce the learning curve and the need to figure out how things work.

3. Fast Loading Time

As technology enables faster experiences, users’ willingness to wait has decreased. Slow loading time is one of the main reasons visitors leave websites. A typical user will only wait for a few seconds for your page to load. If nothing happens during this time, they will consider the site to be too slow, and will most likely navigate away to a competitor’s site.

Slow loading not only creates a lousy impression on users, but it also affects site’s search engine ranking, as slow-loading pages are reduced in rank in Google’s Search engine.

Test Your Website

There are tools available that allow you to test website performance. One of them is Google’s Test My Site which gives you an actionable report on how to speed up and improve your site. WebPage Test is another helpful tool which allows you to run a free website speed test from multiple locations around the globe, using real browsers (Internet Explorer and Chrome) at real consumer connection speeds.


The slower your website is, the higher your bounce rate will be.


The slower your website is, the higher your bounce rate will be. (Image credit: Luke W.)

Find What Is Causing The Slow Loading Time, And Fix The Problem

If slow loading is a typical situation for your website, try to find out what causes the problem and solve it. Typically, page load times are affected by:

  • Visual elements (images and animations).
    HD images and smooth animation can only create good UX when they don’t affect loading time. Consider reading the article Image Optimization for tips on image optimization.
  • Custom fonts.
    Like any other asset, it takes some time to download a custom font (and it takes more time if the font is located on a 3rd party service).
  • Business logic.
    Whether or not a solution you’ve developed is optimized for fast loading time. There are a lot of things developers can do to minimize the loading time. For example, it’s possible to use file compression and decompression to improve the performance of а website.
  • Technical infrastructure.
    An infrastructure is a place where you host your websites. It includes both hardware and software components as well as internet bandwidth.

Create A Perception Of Speed

If you can’t improve the actual performance of your website, you can try to create a perception of speed — how fast something feels is often more important than how fast it actually is. Employing a technique of skeleton screens can help you with that. A skeleton layout is a version of your page that displays while content is being loaded. Skeletons give the impression of speed — that something is happening more quickly than it really is and improve perceived load time.

This real estate website reuses some of the data from search results page (the image of the building and basic description) while the detailed information is loading. This creates a sense of immediate response even when some time required to load the data.
This real estate website reuses some of the data from search results page (the image of the building and basic description) while the detailed information is loading. This creates a sense of immediate response even when some time required to load the data. (Image credit: Owen Campbell-Moore) (Large preview)

Check out this Codepen example of skeleton effect in pure CSS. It uses a pulsation effect to give users a feeling that website is alive and content is loading:

See the Pen Skeleton Screen with CSS by Razvan Caliman (@oslego) on CodePen.

4. Feeling A Sense Of Control

A sense of control remains one of the basic usability heuristics for user interface design. Effective interfaces instill a sense of control in their users.

Good Error Handling

To err is human. Errors occur when people engage with user interfaces. Sometimes, they happen because users make mistakes. Sometimes, they happen because a website fails. Whatever the cause, these errors and how they are handled, have a significant impact on the user experience. Bad error handling paired with useless error messages can fill users with frustration and can lead them to abandon your website. When errors occur, it’s essential to create effective error messages.


Make your website sound human even. Each error message your website display should be clear, clean, and useful.


Make your website sound human even. Each error message your website display should be clear, clean, and useful.

Designers can use a tactic called design for failure in which you try to anticipate the places users might face problems and plan for such cases. Whereas implementing the ideal user journey is the end goal, the complexities of an individual user’s experience are rarely so cut and dried. Recognizing potential pain points and preparing for it using tools like failure mapping for error recovery helps to ensure that you’re putting forth the best experience you can for the majority of your users.

No Aggressive Pushers

We all know that feeling. You visit a new website, the content on the page seems to be interesting. You begin to read it and just when you are halfway through the text, you are suddenly interrupted by a huge overlay asking you to either subscribe to a newsletter or take advantage of an offer. In most cases, your immediate reaction will be either to close the overlay or to close the entire page, the overlay along with it.

Aggressive pushers such as pop-ups with promotional content will put most people on the defensive. According to the NN Group, pop-ups are the most hated web experience ever.

Aggressive pushers create bad user experience.
Aggressive pushers create bad user experience. (Image credit: Vitaly Dulenko) (Large preview)

Don’t Autoplay Video With Sound

When users arrive on a page, they don’t expect that it will play any sound. Most users don’t use headphones and will be stressed because they’ll need to figure out how to turn the sound off. In most cases, users will leave the website as soon as it plays. Thus, if you use autoplay video content on your site, set audio to off by default, with the option to turn it on.

5. Good Visual Appearance

Does an attractive design lead to more conversion? While there’s no direct connection between attractive design and conversion, visual appearance might increase chances for conversion. As Steven Bradley says:

“Human beings have an attractiveness bias; we perceive beautiful things as being better, regardless of whether they actually are better. All else being equal, we prefer beautiful things, and we believe beautiful things function better. As in nature, function can follow form.”

Just like with any other area of design, web design is constantly changing. Design trends come and go, and its necessary to be sure that your design doesn’t look dated. Familiarize yourself with latest trends and try to keep your design up to date by tuning your design.

Awwwards and Behance are great places which will help you be familiar with the latest trends.

Avoid Generic Stock Photos

Many corporate websites are notorious for using generic stock photos to build a sense of trust. Such photos rarely hold useful information. Usability tests show that generic photos and other decorative graphic elements don’t add any value to the design and more often impair rather than improve the user experience. Eye-tracking studies show that users usually overlook stock images.


An example of a stock photo


An example of a stock photo

6. Design Is Accessible To All Groups Of Users

You can’t call your design successful if your audience has trouble using it. There’s a direct connection between bad UX and inaccessibility. One typical example of design decisions that often create terrible UX for the sake of beauty is using light grey text on light backgrounds. The example below was taken from one of the most popular powerful platforms for creating websites. Even a person with normal vision will struggle to read a text on this page, and there’s a huge possibility that a visually impaired person wouldn’t be able to read it at all.


Insufficient color contrast paired with small font size create readability issues.


Insufficient color contrast paired with small font size create readability issues.

The website you design should be accessible to all groups of users including blind, disabled or the elderly. Be sure to check WCAG documents and WUHCAG’s checklist.

7. Memorable Design

Taking into account the fact that almost all business have an online presence today — no matter what product or service you offer online — there are many other websites offering exactly what you do (perhaps even with the same benefits). It’s essential to set your website apart from the competition by crafting really memorable design.

Barbara Fredrickson and Daniel Kahneman proposed a psychological heuristic called the “peak-end rule” which dictates the way our brain works with information. The peak-end rule states that people judge an experience based mainly on how they felt at its peak (i.e., its most intense point) and at its end, rather than based on the total sum or average of every moment of the experience. The effect occurs regardless of whether the experience is pleasant or unpleasant. In other words, when we remember experiences, we tend to recall not entire experience but only key events that happened. That’s why it’s essential to create a spark that will stay in a user’s memory for a long time.

Color

Color hugely influences on what people remember, and how vividly they remember it. Selective use of color can trigger the memory and be that one added element that ensures your brand stays memorable and recognizable.

For example, when we think about Spotify, we usually think about vibrant colors. The service uses color as a brand and experience differentiator:


Spotify plays with colors to create a memorable experience.


Spotify plays with colors to create a memorable experience.

Illustrations

Illustrations are a versatile tool useful in creating a unique design. From small icons to large hand-drawn hero sketches, illustrations bring a sense of fine craftsmanship in digital experience.

A straightforward way of using illustrations in web design is to tailor them to your messaging.


Illustrations can be a great supplement of the text copy.


Illustrations can be a great supplement of the text copy. (Image credit: Evernote)

Using brand mascots in web design is another great example when illustrations can create a memorable experience. Mascots become the elements of identity and inter-connector between the user and the product.


By pairing illustrations with jokes, Smashing Magazine has developed a distinct design style that makes them memorable for anyone who aware of the brand.


By pairing illustrations with jokes, Smashing Magazine has developed a distinct design style that makes them memorable for anyone who aware of the brand.

Brand Consistency

Consistency is arguably the key rule to a successful brand. Inconsistency brings a huge problem — users won’t picture a specific thing when they think about a brand, and, as a result, it can quickly become forgettable. That’s why the website’s design should be consistent with your brand. Make sure that basic brand attributes such as brand colors, fonts, logos, and slogans are used consistently on the website.

Quick design tip: An excellent way to boost your ability to maintain a consistent brand design is through a style guide. Prepare it once and use it for each product you design.


McDonald's website design is consistent with its brand.


McDonald’s website design is consistent with its brand.

Humor

Make your experiences fun, so people remember them. One good example is Mailchimp, a service used to schedule and deploy email campaigns. The company fulfills a fairly technical niche, but by using humor it transforms this dry task into an inviting experience. Mailchimp uses a mascot called Freddie von Chimpenheimer. Freddie often cracks jokes, and humor is an effective way to connect with people. This positive attitude will often lead to people sharing and even advocating for the product with their friends.


Freddie, the cartoon mascot of MailChimp, is a great emotional carrier for humor.


Freddie, the cartoon mascot of MailChimp, is a great emotional carrier for humor.

Mailchimp adds small and delightful surprises throughout the user journey and makes sending emails a lot more fun.
Mailchimp adds small and delightful surprises throughout the user journey and makes sending emails a lot more fun. (Large preview)

8. Design Is Optimized For Mobile

Just a decade ago, designing for the web meant designing for a desktop, now it means designing for mobile and desktop. Mobile phones and tablets are driving an increasing amount of web traffic, and the numbers are only going to grow. In 2018, more than 50 percent of all website traffic worldwide was generated through mobile phones.

Prioritize Content And Features

Optimizing web design for mobile is a lot more than just making your design responsive. It’s about content and feature prioritization. Taking medium limitations into account, the goal is to show only what your users need in this medium.

Focus on refining the experience around your core objectives. Know what the core purpose of your app is — analyze which features of your app are used the most and put the most effort into making that experience intuitive.

Measure Success

After we’ve defined what makes a site successful, it’s time to understand how to measure the success. Measuring a site’s success requires an in-depth look at the analytics and data. As the first step in the process of measuring usage data, it’s essential to define right metrics. Metrics will make it clear whether your design decision is working or not. There are two groups of metrics — marketing metrics and UX metrics. Both groups of metrics are essential to a site’s success.

Marketing Metrics

Acquisition

Acquisition includes information about site’s visitors — how many people visit your site and how do they find it. Acquisition metrics include:

  • Number of gross visits.
    This is the most basic acquisition metric that you can track. It gives you a good baseline on how your site is doing, but it won’t tell you much without other metrics. For example, an increasing number of visitors does not necessarily mean success, because those visitors might not be relevant to your business goals.
  • Channels.
    As well as knowing your top-level traffic numbers (number of gross visits), you should also know where your traffic is coming from. If you use Google Analytics, it organizes acquired website traffic into a few broad categories such as Direct, Organic Search, Referral, Social. These groupings allow you to immediately segment your traffic source and identify specific patterns of behavior for each source.
  • Points of entrance.
    An entrance shows you what page people started their session on. You might think this would be the home page, when in fact that’s rarely the case, especially with referral and social traffic. If you go to the Behavior section of Google Analytics, you’ll be able to see your best-performing pages regarding traffic volume. Knowing what pages bring the most traffic is hugely important because it gives you reliable information on what content attracts people.

Engagement

Engagement measures the amount of time visitors stay on your website, as well as how many pages they visit. Engagement metrics help UX teams understand how much attention visitors give to a website.

Engagement metrics include:

  • Time spent on your site.
    Time visitors spend on site is often equated with engagement. Generally, the more time users spend on the site, the more valuable it’s for them. However, there might be an exception to this rule. For example, users might spend more time on a site because it’s hard to complete a specific task (e.g., find the information they need).
  • Total number of pages visited during user session.
    Generally, the more pages people visited, the better. However, it can also be an indicator of dissatisfaction – if people have to visit dozens of pages to find what they’re looking for, that often leads to unhappiness.
  • Bounce rate.
    The bounce rate (reported as a %) enables you to track how many people visit only one page before leaving your site. Naturally, you want this percentage to be as low as possible. There are some factors which could contribute to a high bounce rate. Generally, a high percentage could point to the lack of relevant content or usability issues. But of course, this rule has exceptions. For example, a visitor may have come to your site just to find contact information about your company. Once they had your phone number or address, there was no need to visit another page.

Quick tips:

  • Create a list of top 10 pages visitors are most engaged with. The pages that users are spending most time may help you determine if your goals are in-line with the goals of users.
  • Track exit pages. It’s essential not only to track how a user gets to your site but also how they leave it. This metric is different than a bounce rate in that it tracks visitors who visited multiple pages (bounce rate is a single page metric). If a particular page has a high exit rate, it might be an indication of a problem.

Retention

There are two types of website visitors: first-time visitors and returning visitors. Retention is the percentage of return visitors — people who continue visiting your website within a specific time frame. When a team measures retention, it becomes much easier to distinguish new users from returning users, and, as a result, see how quickly user base is growing or stabilizing.

Retention can be distilled from the percentage of new sessions. By comparing the percentage of new sessions vs. returning visitors, you can determine if your website is attracting new visitors and whether it offers enough value so people return to it.

Conversion

The majority of websites have a goal of getting visitors to convert (take action), whether it is to purchase an item or sign up for a newsletter. That’s why conversion is the metric that everyone cares about the most. Aim to maximize the number of people who convert (e.g., buy something after they come to your site). Obviously, the higher the conversion rate, the better your website is doing.

A conversion rate can tell you a lot about the quality of your traffic. For example, having a low conversion rate while having a lot of unique visits can be an indication that you are attracting the wrong traffic.

Here are a few tips for measuring conversion:

  • It’s always better to select easy-to-measure activities. For example, it might be something as simple as contact form submissions. Contact form submissions can be a great indicator of your site’s success — if users prompt an inquiry this is a great indication that your site has engaged them.
  • For larger sites, it’s good to have many different conversion goals on one site. For example, an eCommerce store might have three conversion goals — a product purchase, a subscriber to an email list, a social share.

Pirate Metrics (AARRR Framework)

As you can see, there are a lot of metrics that can be used. But how do you figure out which metrics to implement and track?

In the attempt to simplify the task of selecting right metrics, Dave McClure created a framework called AARRR. This framework uses a customer lifecycle as a foundation (the idea that visitors go from being a first-time visitor to a returning visitor), and tracks users through a conversion funnel over time. The life cycle consists of 5 steps:

  1. Acquisition
    Users come to the site from various channels.
  2. Activation
    Users enjoy their first visit (happy user experience).
  3. Retention
    Users come back and visit the site multiple times
  4. Referral
    Users like the product enough to refer it to others.
  5. Revenue
    Users conduct some type of monetization behavior.

The AARRR framework: Acquisition, Activation, Retention, Referral, Revenue.

Pirate metrics can help you determine where you should focus on optimizing your marketing funnel.

User Experience Metrics

While marketing metrics define the success of a product based on the conversion, user experience metrics focus on the quality of interaction with a product. Focusing on business goals does not necessarily lead to a better user experience. UX metrics can complement marketing metrics by concentrating on the critical aspects of user experience.

The Quality Of User Experience (HEART Framework)

When it comes to measuring user experience, it’s always hard to define specific metrics. Of course, there are high-level UX metrics that correlate with the success of user experiences such as usability, engagement, and conversion. But it might be hard to define metrics that will be relevant to a particular product. In the attempt to simplify this task, the Google team created a framework called HEART. This framework is intended to help designers focus on the product they create, and the user experience it provides. HEART uses some metrics that we already mentioned in the marketing section, but from a different angle.

  • Happiness
    Measures of user attitudes: satisfaction, perceived ease of use, net-promoter score. This metric can be collected via survey.
  • Engagement
    Level of user involvement. Engagement is typically measured as depth of interaction over some time period. For example, the number of visits per user per month.
  • Adoption
    Gaining new users of a product or feature. For example, the number of users who tried new product features in the last week.
  • Retention
    The rate at which existing users are returning. For example, for a web service this might be the number of active users remaining present over time. For e-commerce website, this might be the number of repeat purchases.
  • Task Success
    This category is most applicable to areas of your product that are task-focused. It includes behavior metrics such as efficiency (e.g. time to complete a task), effectiveness (e.g. percent of tasks completed), and error rate. For example, for e-commerce website this might be the number of search result success.

The HEART framework is very flexible — it can be applied to a specific feature or a whole product. It’s important to mention that you don’t need to collect metrics in all of HEART categories — you should choose only the most important for your particular project. It’s possible to choose metrics by following a process of Goals-Signals-Metrics.

The Goals-Signals-Metrics Process

The Goals-Signals-Metrics process helps you to identify meaningful metrics you’ll actually use.


Google HEART framework and Goals-Signals-Metrics process


Google HEART framework and Goals-Signals-Metrics process

The process of selecting metrics you can implement and track starts with goals. To define a goal, you need to focus on knowing what determines success. This is where the HEART categories will be particularly useful. For example, if you create a news site you might set a goal in the engagement category; the aim would be to have users enjoy the articles they read, and to keep them browsing to discover more articles from different categories.

Here are two tips that will help you define better goal:

  • *Don’t define your goals in terms of your existing metrics. *It’s a common pitfall when a team defines goals based on information it has. As a result, a goal might sound as something like ‘We need to increase traffic to our site.’ Yes, everyone wants to have more visitors, but does more visitors will move you towards your goal? Not necessary.
  • Work with team and stakeholders to identify the goals. You may not realize that different members of your team have different ideas about the goals of your project. Identifying goals early on in design process provides an opportunity to build consensus about where you are headed. Make sure that everyone on the team understands the proposed solution in sufficient detail.

After identifying your goals, you need to think about what user actions will result in progress toward these goals. These actions are your signals. There are usually a large number of potentially useful signals for a particular goal. Once you have identified some potential signals, you may need to do research or analysis to choose the ones that are most relevant. If we circle back to our example with a news site, an engagement signal for it might be the number of articles users read on the site.

Here are a few tips:

  • Consider how easy or difficult is to track each signal. It’s preferable to focus on signals that can be monitored automatically (e.g. your product can log the relevant information so you can use it for further analysis).
  • Try to choose signals that are sensitive to changes in your design. This way you will be able to analyze the data you have to understand whether the design changes benefit your users or not.
  • Don’t ignore negative signals. Identifying signals for possible missteps (e.g. number of errors during particular interaction) can help you reveal pain points in your product.

Once you’ve chosen signals, you can refine them into metrics you’ll track over time. In our news site engagement example, we might implement “how long users spend reading news” as “the average number of minutes spent reading news per user per day.”

  • Prioritize your metrics.
    Focus on tracking the metrics related to your top goals.
  • Don’t add metrics for sake of adding metrics.
    Avoid the temptation to add “interesting stats” to the list of metrics. Always ask yourself whether you will actually use these numbers to help you make a decision.
  • The metrics you track should be tied back to design decisions.
    When you see a change, you should be absolutely clear on what has caused that change.

What Can Influence Success

Follow TETO Principle

How to make sure that website meets user’s expectations? You can’t just assume that it does — you need to test your design to see how users engage with it. Testing can reveal much more than how usable a site is — it can also demonstrate the users’ emotional response to the design. That’s why TETO-principle (test early, test often) should be applied to every web design project.

  • Don’t expect to build a perfect product right from the first attempt.
    Product design is an ongoing journey for both you and your users. That means that you design something, test it, rework it and then test it again.
  • Use comparative testing to find the best solution for your users.
    If you have multiple solutions to a particular problem and not sure what solution works best for your product, you can use A/B testing to validate it. Compare what users do in one scenario vs. another, and see which design is the most effective.
  • Collect qualitative feedback.
    All measurable data that we’ve talked about in previous sections can tell you a lot of answers on “*how many*” questions. But this data won’t tell you why people interact in a way they do. Facing readability issues, hesitation when filling out a payment form, using search because site’s navigation is really hard to deal with — all of these types of details are critical to understanding the user experience. They might be a reason why people abandon a process and leave the site. It’s possible to find answers to why questions by observing and interviewing your users.

User interview illustration


User interview (Illustration by Igor Kopelnitsky)

Data-Informed, Not Data-Driven Design

When product teams collect data, they usually follow either data-driven or data-informed design process. The latter is more preferable. Design shouldn’t be driven by data, it should be informed by data.

Don’t Be Obsessed Over Numbers

A lot of metrics get reported simply because they are flowing in from analytics tool. While it’s tempting to report a lot of different things and hope that this will make your report more valuable, in reality, this usually leads to more complex reports that are hard to read.

Don’t Fall Into The Trap Of Complete Redesign

All too often design teams try to introduce a complete rework for a solution which they believe will result in more successful web experience. Jared Spool calls major product redesign a Flip-the-Switch strategy — “the most ineffective way to get major changes into a design.” In the article, “ The Quiet Death of the Major Re-Launch,” he shares a story on the eBay redesign — and it’s a great reminder of why users don’t like dramatic changes. A complete redesign that brings new visual and interaction design might be too much change and have an adverse effect.

If you have an existing website, instead of investing in a large scale redesign focus on subtle evolution, make small and incremental changes that can (over time) improve conversions without visitors even noticing that changes have been made.

Conclusion

So, how do you know that your website is a success? As a product creator, you must first define what success means to you. For that, it’s always important to have a big picture in mind of what it is that you want to achieve.

The next step would be to focus on metrics. Metrics will show you how a site changes over time. They will help you fill in the blanks between what has happened and why.

This article is part of the UX design series sponsored by Adobe. Adobe XD tool is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

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How Do You Know Your Website Is A Success?

Becoming A UX Leader




Becoming A UX Leader

Christopher Murphy



(This is a sponsored article.) In my previous article on Building UX Teams, I explored the rapidly growing need for UX teams as a result of the emergence of design as a wider business driver. As teams grow, so too does a need for leaders to nurture and guide them.

In my final article in this series on user experience design, I’ll explore the different characteristics of an effective UX leader, and provide some practical advice about growing into a leadership role.

I’ve worked in many organizations — both large and small, and in both the private and public sectors — and, from experience, leadership is a rare quality that is far from commonplace. Truly inspiring leaders are few and far between; if you’re fortunate to work with one, make every effort to learn from them.

Managers that have risen up the ranks don’t automatically become great leaders, and perhaps one of the biggest lessons I’ve learned is that truly inspirational leaders — those that inspire passion and commitment — aren’t as commonplace as you’d think.

A UX leader is truly a hybrid, perhaps more so than in many other — more traditional — businesses. A UX leader needs to encompass a wide range of skills:

  • Establishing, driving and articulating a vision;
  • Communicating across different teams, including design, research, writing, engineering, and business (no small undertaking!);
  • Acting as a champion for user-focused design;
  • Mapping design decisions to key performance indicators (KPIs), and vice-versa, so that success can be measured; and
  • Managing a team, ensuring all the team’s members are challenged and motivated.

UX leadership is not unlike being bi-lingual — or, more accurately, multi-lingual — and it’s a skill that requires dexterity so that nothing gets lost in translation.

This hybrid skill set can seem daunting, but — like anything — the attributes of leadership can be learned and developed. In my final article in this series of ten, I’ll explore what defines a leader and focus on the qualities and attributes needed to step up to this important role.

Undertaking A Skills Audit

Every leader is different, and every leader will be informed by the different experiences they have accumulated to date. There are, however, certain qualities and attributes that leaders tend to share in common.

Great leaders demonstrate self-awareness. They tend to have the maturity to have looked themselves in the mirror and identified aspects of their character that they may need to develop if they are to grow as leaders.

Having identified their strengths and weaknesses and pinpointing areas for improvement, they will have an idea of what they know and — equally important — what they don’t know. As Donald Rumsfeld famously put it:

“There are known knowns: there are things we know we know. We also know there are known unknowns: That is to say, we know there are some things we do not know. But there are also unknown unknowns: the things we don’t know we don’t know.”

Rumsfeld might have been talking about unknown unknowns in a conflict scenario, but his insight applies equally to the world of leadership. To grow as a leader, it’s important to widen your knowledge so that it addresses both:

  • The Known Unknowns
    Skills you know that you don’t know, which you can identify through a self-critical skills audit; and
  • The Unknown Unknowns
    Skills you don’t know you don’t know, which you can identify through inviting your peers to review your strengths and weaknesses.

In short, a skills audit will equip you with a roadmap that you can use as a map to plot a path from where you are now to where you want to be.


a map that you can use to plot a path from where you are now to where you want to be


Undertaking a skills audit will enable you to develop a map that you can use to plot a path from where you are now to where you want to be. (Large preview)

To become an effective leader is to embark upon a journey, identifying the gaps in your knowledge and — step by step — addressing these gaps so that you’re prepared for the leadership role ahead.

Identifying The Gaps In Your Knowledge

One way to identify the gaps in your knowledge is to undertake an honest and self-reflective ‘skills audit’ while making an effort to both learn about yourself and learn about the environment you are working within.

To become a UX leader, it’s critical to develop this self-awareness, identifying the knowledge you need to acquire by undertaking both self-assessments and peer assessments. With your gaps in knowledge identified, it’s possible to build a learning pathway to address these gaps.

In the introduction, I touched on a brief list of skills that an effective and well-equipped leader needs to develop. That list is just the tip of a very large iceberg. At the very least, a hybrid UX leader needs to equip themselves by:

  • Developing an awareness of context, expanding beyond the realms of design to encompass a broader business context;
  • Understanding and building relationships with a cross-section of team members;
  • Identifying outcomes and goals, establishing KPIs that will help to deliver these successfully;
  • Managing budgets, both soft and hard; and
  • Planning and mapping time, often across a diversified team.

These are just a handful of skills that an effective UX leader needs to develop. If you’re anything like me, hardly any of this was taught at art school, so you’ll need to learn these skills yourself. This article will help to point you in the right direction. I’ve also provided a list of required reading for reference to ensure you’re well covered.

A 360º Assessment

A 360º degree leadership assessment is a form of feedback for leaders. Drawn from the world of business, but equally applicable to the world of user experience, it is an excellent way to measure your effectiveness and influence as a leader.

Unlike a top-down appraisal, where a leader or manager appraises an employee underneath them in the hierarchy, a 360º assessment involves inviting your colleagues — at your peer level — to appraise you, highlighting your strengths and weaknesses.

This isn’t easy — and can lead to some uncomfortable home truths — but it can prove a critical tool in helping you to identify the qualities you need to work on. You might, for example, consider yourself an excellent listener only to discover that your colleagues feel like this is something you need to work on.

This willingness to put yourself under the spotlight, identify your weaknesses, address these, and develop yourself is one of the defining characteristics of leaders. Great leaders are always learning and they aren’t afraid to admit that fact.

A 360º assessment is a great way to uncover your ‘unknown unknowns’, i.e. the gaps in your knowledge that you aren’t aware of. With these discoveries in hand, it’s possible to build ‘a learning road-map’ that will allow you to develop the skills you need.

Build A Roadmap

With the gaps in your knowledge identified, it’s important to adopt some strategies to address these gaps. Great leaders understand that learning is a lifelong process and to transition into a leadership role will require — inevitably — the acquisition of new skills.

To develop as a leader, it’s important to address your knowledge gaps in a considered and systematic manner. By working back from your skills audit, identify what you need to work on and build a learning programme accordingly.

This will inevitably involve developing an understanding of different domains of knowledge, but that’s the leader’s path. The important thing is to take it step by step and, of course, to take that first step.

We are fortunate now to be working in an age in which we have an abundance of learning materials at our fingertips. We no longer need to enroll in a course at a university to learn; we can put together our own bespoke learning programmes.

We now have so many tools we can use, from paid resources like Skillshare which offers “access to a learning platform for personalized, on-demand learning,” to free resources like FutureLearn which offers the ability to “learn new skills, pursue your interests and advance your career.”

In short, you have everything you need to enhance your career just a click away.

It’s Not Just You

Great leaders understand that it’s not about the effort of individuals, working alone. It’s about the effort of individuals — working collectively. Looking back through the history of innovation, we can see that most (if not all) of the greatest breakthroughs were driven by teams that were motivated by inspirational leaders.

Thomas Edison didn’t invent the lightbulb alone; he had an ‘invention factory’ housed in a series of research laboratories. Similarly, when we consider the development of contemporary graphical user interfaces (GUIs), these emerged from the teamwork of Xerox PARC. The iPod was similarly conceived.

Great leaders understand that it’s not about them as individuals, but it’s about the teams they put together, which they motivate and orchestrate. They have the humility to build and lead teams that deliver towards the greater good.

This — above all — is one of the defining characteristics of a great leader: they prioritize and celebrate the team’s success over and above their own success.

It’s All About Teamwork

Truly great leaders understand the importance that teams play in delivering outcomes and goals. One of the most important roles a leader needs to undertake is to act as a lynchpin that sits at the heart of a team, identifying new and existing team members, nurturing them, and building them into a team that works effectively together.

A forward-thinking leader won’t just focus on the present, but will proactively develop a vision and long-term goals for future success. To deliver upon this vision of future success will involve both identifying potential new team members, but — just as importantly — developing existing team members. This involves opening your eyes to the different aspects of the business environment you occupy, getting to know your team, and identifying team members’ strengths and weaknesses.

As a UX leader, an important role you’ll play is helping others by mentoring and coaching them, ensuring they are equipped with the skills they need to grow. Again, this is where a truly selfless leader will put others first, in the knowledge that the stronger the team, the stronger the outcomes will be.

As a UX leader, you’ll also act as a champion for design within the wider business context. You’ll act as a bridge — and occasionally, a buffer — between the interface of business requirements and design requirements. Your role will be to champion the power of design and sell its benefits, always singing your team’s praises and — occasionally — fighting on their behalf (often without their awareness).

The Art Of Delegation

It’s possible to build a great UX team from the inside by developing existing team members, and an effective leader will use delegation as an effective development tool to enhance their team members’ capabilities.

Delegation isn’t just passing off the tasks you don’t want to do, it’s about empowering the different individuals in a team. A true leader understands this and spends the time required to learn how to delegate effectively.

Delegation is about education and expanding others’ skill sets, and it’s a powerful tool when used correctly. Effective delegation is a skill, one that you’ll need to acquire to step up into a UX leadership role.

When delegating a task to a team member, it’s important to explain to them why you’re delegating the task. As a leader, your role is to provide clear guidance and this involves explaining why you’ve chosen a team member for a task and how they will be supported, developed and rewarded for taking the task on.

This latter point is critical: All too often managers who lack leadership skills use delegation as a means to offload tasks and responsibility, unaware of the power of delegation. This is poor delegation and it’s ineffective leadership, though I imagine, sadly, we have all experienced it! An effective leader understands and strives to delegate effectively by:

  • defining the task, establishing the outcomes and goals;
  • identifying the appropriate individual or team to take the task on;
  • assessing the team member(s) ability and ascertaining any training needs;
  • explaining their reasoning, clearly outlining why they chose the individual or team;
  • stating the required results;
  • agreeing on realistic deadlines; and
  • providing feedback on completion of the task.

When outlined like this, it becomes clear that effective delegation is more than simply passing on a task you’re unwilling to undertake. Instead, it’s a powerful tool that an effective UX leader uses to enable their team members to take ownership of opportunities, whilst growing their skills and experience.

Give Success And Accept Failure

A great leader is selfless: they give credit for any successes to the team; and accept the responsibility for any failures alone.

A true leader gives success to the team, ensuring that — when there’s a win — the team is celebrated for its success. A true leader takes pleasure in celebrating the team’s win. When it comes to failure, however, a true leader steps up and takes responsibility. A mark of a truly great leader is this selflessness.

As a leader, you set the direction and nurture the team, so it stands to reason that, if things go wrong — which they often do — you’re willing to shoulder the responsibility. This understanding — that you need to give success and accept failure — is what separates great leaders from mediocre managers.

Poor managers will seek to ‘deflect the blame,’ looking for anyone but themselves to apportion responsibility to. Inspiring leaders are aware that, at the end of the day, they are responsible for the decisions made and outcomes reached; when things go wrong they accept responsibility.

If you’re to truly inspire others and lead them to achieve great things, it’s important to remember this distinction between managers and leaders. By giving success and accepting failure, you’ll breed intense loyalty in your team.

Lead By Example

Great leaders understand the importance of leading by example, acting as a beacon for others. To truly inspire a team, it helps to connect yourself with that team, and not isolate yourself. Rolling up your sleeves and pitching in, especially when deadlines are pressing, is a great way to demonstrate that you haven’t lost touch with the ‘front line.’

A great leader understands that success is — always — a team effort and that a motivated team will deliver far more than the sum of its parts.

As I’ve noted in my previous articles: If you’re ever the smartest person in a room, find another room. An effective leader has the confidence to surround themselves with other, smarter people.

Leadership isn’t about individual status or being seen to be the most talented. It’s about teamwork and getting the most out of a well-oiled machine of individuals working effectively together.

Get Out Of Your Silo

To lead effectively, it’s important to get out of your silo and to see the world as others do. This means getting to know all of the team, throughout the organization and at every level.

Leaders that isolate themselves — in their often luxurious corner offices — are, in my experience, poor leaders (if, indeed, they can be called leaders at all!). By distancing themselves from the individuals that make up an organization they run the very real risk of losing touch.

To lead, get out of your silo and acquaint yourself with the totality of your team and, if you’re considering a move into leadership, make it your primary task to explore all the facets of the business.

The Pieces Of The Jigsaw

To lead effectively, you need to have an understanding of others and their different skills. In my last article, Building a UX Team, I wrote about the idea of ‘T-shaped’ people — those that have a depth of skill in their field, along with the willingness and ability to collaborate across disciplines. Great leaders tend to be T-shaped, flourishing by seeing things from others’ perspectives.

Every organization — no matter how large or small — is like an elaborate jigsaw that is made up of many different interlocking parts. An effective leader is informed by an understanding of this context, they will have made the effort to see all of the pieces of the jigsaw. As a UX leader, you’ll need to familiarize yourself with a wide range of different teams, including design, research, writing, engineering, and business.

To lead effectively, it’s important to push outside of your comfort zone and learn about these different specialisms. Do so and you will ensure that you can communicate to these different stakeholders. At the risk of mixing metaphors, you will be the glue that holds the jigsaw together.

Sweat The Details

As Charles and Ray Eames put it:

“The details aren’t the details, they make the product.”

Great leaders understand this: they set the bar high and they encourage and motivate the teams they lead to deliver on the details. To lead a team, it’s important to appreciate the need to strive for excellence. Great leaders aren’t happy to accept the status quo, especially if the status quo can be improved upon.

Of course, these qualities can be learned, but many of us — thankfully — have them, innately. Few (if any) of us are happy with second best and, in a field driven by a desire to create delightful and memorable user experiences, we appreciate the importance of details and their place in the grand scheme of things. This is a great foundation on which to build leadership skills.

To thrive as a leader, it’s important to share this focus on the details with others, ensuring they understand and appreciate the role that the details play in the whole. Act as a beacon of excellence: lead by example; never settle for second best; give success and accept failure… and your team will follow you.

In Closing

As user experience design matures as a discipline, and the number of different specializations multiplies, so too does the discipline’s need for leaders, to nurture and grow teams. As a relatively new field of expertise, the opportunities to develop as a UX leader are tremendous.

Leadership is a skill and — like any skill — it can be learned. As I’ve noted throughout this series of articles, one of the best places to learn is to look to other disciplines for guidance, widening the frame of reference. When we consider leadership, this is certainly true.

There is a great deal we can learn from the world of business, and websites like Harvard Business Review (HBR), McKinsey Quarterly, and Fast Company — amongst many, many others — offer us a wealth of insight.

There’s never been a more exciting time to work in User Experience design. UX has the potential to impact on so many facets of life, and the world is crying out for leaders to step up and lead the charge. I’d encourage anyone eager to learn and to grow to undertake a skills audit, take the first step, and embark on the journey into leadership. Leadership is a privilege, rich with rewards, and is something I’d strongly encourage exploring.

Suggested Reading

There are many great publications, offline and online, that will help you on your adventure. I’ve included a few below to start you on your journey.

  • The Harvard Business Review website is an excellent starting point and its guide, HBR’s 10 Must Reads on Leadership, provides an excellent overview on developing leadership qualities.
  • Peter Drucker’s writing on leadership is also well worth reading. Drucker has written many books, one I would strongly recommend is Managing Oneself. It’s a short (but very powerful) read, and I read it at least two or three times a year.
  • If you’re serious about enhancing your leadership credentials, Michael D. Watkins’s The First 90 Days: Proven Strategies for Getting Up to Speed Faster and Smarter, provides a comprehensive insight into transitioning into leadership roles.
  • Finally, HBR’s website — mentioned above — is definitely worth bookmarking. Its business-focused flavor offers designers a different perspective on leadership, which is well worth becoming acquainted with.

This article is part of the UX design series sponsored by Adobe. Adobe XD is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype, and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

Smashing Editorial
(ra, il)


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Becoming A UX Leader

Prototyping An App’s Design From Photoshop To Adobe XD

(This is a sponsored article.) Designing mobile apps means going through different stages: pre-planning, visual concepts, designing, prototyping, development. After defining your project, you need to test how it will work before you begin to develop it.

This stage is captured by prototyping. Prototyping allows designers to get a feel for the functionality and flow of an app, and to preview screens and interactions. Testing with prototypes provides valuable insights into user behavior and can be used to validate the interaction model. It is possible to represent the interactivity of an app before its development, and this gives developers a global vision of an app’s functioning, user behavior and steps to afford.

Prototyping is the simulation of the final result of an app’s development. Through this step, it’s possible to show a workflow of an app and consider problems and solutions. The two fundamental roles who will work in this phase are the user interface (UI) designer, who creates the look and feel, and the user experience (UX) designer, who creates the interaction structure between elements.

There are many ways to design and create an app’s look. As a loving user of Adobe products, I work most of the time in Illustrator and Photoshop. Illustrator helps me when I create and draw UI elements, which I can simply save and use later with Adobe XD. The process is the same as I’ve done for icons and that I showed you in my previous article “Designing for User Interfaces: Icons as Visual Elements for Screen Design.”

Photoshop comes in handy when I have to work with images in UI. But that’s not all: With the latest Adobe XD release, we can bring Photoshop design files into XD very quickly, and continue prototyping our app.

Today, I’ll offer a tutorial in which we discover how to transfer our app’s design from Photoshop to XD, continuing to work on it and having fun while prototyping. Please note that I’ve used images from Pexels.com in order to provide examples for this article.

We will cover the following steps:

  1. Simple hand sketch,
  2. Designing In Photoshop,
  3. Importing PSD files to XD,
  4. Developing a prototype,
  5. Tips.

For Adobe tools, I will use Photoshop CC, Illustrator CC and XD CC — all in the 2018 versions.

Let’s get started!

1. Simple Hand Sketch

Before we start designing our app, we need a plan for how to go about it. There are some questions we have to answer:

  • What is the app for?
  • What problem does it solve?
  • How easy is it to use?

Let’s assume we want to create an app for recipes. We want something simple: a space for pictures with ingredients and recipes.

I sketched by hand what I have in mind :



Then, I grabbed Photoshop and created my layouts.

2. Designing In Photoshop

Before we create layouts for our app, we can take advantage of a very useful resource by Adobe: free UI design resources. Because we will be designing an iOS app, I downloaded the iOS interface for Photoshop.

Feel free to experiment with the layouts you’ve downloaded.

In Photoshop, I created a new blank document from a preset for the iPhone 6 Plus:



Below is our layout, as I designed it in Photoshop. I tried to reproduce what I drew by hand earlier.









The PSD file contains four artboards. Each has its own layers.

Note: The images used in this prototype are from Pexels.com.

Let’s see how to import this PSD file into Adobe XD.

3. Importing PSD Files To Adobe XD

Let’s run Adobe XD and click on “Open.” Select our PSD file, and click “Open.”



Ta-dah! In a few seconds, you’ll see all of your PSD elements open in XD.



More importantly, all of the elements you just imported will be organized exactly as they were in Photoshop. You can see your artboards on the left:



When you select an artboard, you will see its layers on the left — exactly the way it was in Photoshop before exporting.



Let’s do something in XD to improve our layout.

Go to Artboard 3. In this artboard, I want to add some more images. I just created three spaces in Photoshop to get an idea of what I want. Now, I can add more with some very simple steps.

First, delete the second and third image. From the first rectangle, delete the image, too, by double-clicking on it. You’ll have just one rectangle.



With this rectangle selected, go to “Repeat Grid” on the right and click it. Then, grab the handle and pull it downward. The grid will replicate your rectangle, inserting as many as you want. Create six rectangles, and adjust your artboard’s height by double-clicking on it and pulling its handle downwards.





Now, select all of the images you want to put in rectangles, and drag them all together onto the grid you just created:

Et voilà! All of your pictures are in place.

Now that all of the layouts are ready, let’s play with prototyping!

4. Developing A Prototype

Let’s begin the fun part!

We have to create interactions between our artboards and elements. Click on “Prototype” in the top left, as shown in the image below.



Click on the “Start here” button. When the little blue arrow appears, click and drag it to the second artboard. We are connecting these two artboards and creating interaction by clicking the intro button. Then, you can decide which kind of interaction to use (slide, fading, time, etc.).

See how I’ve set it in the image below:



Scrolling tip: Before viewing our prototype preview, we need to do another important thing. We have to make our artboards scrollable, giving them the same effect as when pushing a screen up and down with a finger on the phone.

Let’s go back a step and click on “Design” in the top left. Check which artboards are higher — in this case, the third and fourth. Select the third artboard from the left, and you’ll see the section “Scrolling” on the right. Set it to “Vertical.”

Then, you’ll see that your “Viewport Height” is set to a number, higher than the original artboard’s size. That’s normal, because we made it higher by adding some elements. But to make our artboard scrollable, we need to set that value to the original artboard’s size — in this case, 2208 pixels, the height of the iPhone 6 Plus, which we set in Photoshop and then imported to XD.

After setting that, you’ll see a dotted line where your artboard ends. That means it is now scrollable.



To see our first interactions in action, click on “Prototype” in the top left, and then click the little arrow in the top right. See them in action below:

Let’s finish up by connecting all of our artboards, as we’ve seen before, and check our final prototype. Don’t forget to connect them “back” to the previous artboard when clicking on the little arrow to go back:



And here is the final demo:

In this tutorial, you have learned:

  • that you can design your app in Photoshop,
  • how you can bring it into Adobe XD,
  • how to create a simple prototype.

Tips

  • Decide on one primary action per screen, and highlight its containing element through visual design (e.g. a big CTA).
  • White space is very important on small screens. It prevents confusion and gives the user more clickable space. And here comes that rule again: One primary action works well with more white space.
  • If you are not on a desktop, avoid all unnecessary elements.
  • Always test your prototypes with regular users. They will help you to understand whether the flow is easy to follow.

This article is part of a UX design series sponsored by Adobe. Adobe XD is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype, and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

Smashing Editorial
(ra, al, il)

Source article:

Prototyping An App’s Design From Photoshop To Adobe XD

How to double your website conversion rate

Take a moment and think about a first meeting with a prospective customer. A good salesman will not try to sell right away. Instead, he will start by asking specific questions and subsequently use the answers provided to give valuable advice. Why does this work? Because in this way, trust is developed between both parties. This trust forms the necessary foundation for a sales transaction to take place further down the road. If a prospect visits your website, you’ll want to apply this principle of building trust in an online environment. Therefore, you typically provide useful content on your site such as articles, white…

The post How to double your website conversion rate appeared first on The Daily Egg.

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How to double your website conversion rate

A Comprehensive Guide To User Testing

(This is a sponsored article.) With a prototype of your design built, it’s important to start testing it to see if the assumptions you have made are correct. In this article, the seventh in my ongoing series exploring the user experience design process, I’ll explore the importance of user testing.
As I explored in my earlier article on research, where I explored the research landscape, there are many different types of research methods you can use, and there are a variety of different user tests you can run, including:

Link:  

A Comprehensive Guide To User Testing

Free Adobe XD Icon Sets Made By Legendary Designers

(This is a sponsored article.) Our friends at Adobe unveiled a very special goodie at the Awwwards Conference in Berlin today. A goodie which is too good to miss: They asked three renowned designers to create exclusive free icon sets to use in Adobe XD. And, well, we are very happy to feature them here on Smashing Magazine, too.
The icon kits were created by design legend Lance Wyman, award-winning design studio Anton & Irene, and the Swiss design group Büro Destruct.

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Free Adobe XD Icon Sets Made By Legendary Designers

A Comprehensive Guide To User Experience Design

(This is a sponsored article.) Having undertaken initial user research and analyzed your research findings, the next phase of the design process is to apply what you’ve learned by developing a series of designs to test your assumptions. In the fourth article in my series for Adobe XD, I’ll be focusing on the initial phase of the design process.
Within this overall series of ten articles, this is the first of three that tie together the design process.

Link to article: 

A Comprehensive Guide To User Experience Design

A Comprehensive Guide To Product Design

(This is a sponsored article.) What is a product? Until recently, the term was used only in relation to something material and often found in a retail store. Nowadays, it is coming to mean digital products as well. Apps and websites are modern products.
When it comes to building great products, design is the most important “feature.” We’ve moved into the stage where product design dominates — it’s what sets companies apart and gives a real edge over competitors.

Original article:  

A Comprehensive Guide To Product Design

Using Gradients In User Experience Design

(This is a sponsored article.) Color has the potential to make or break product. Today you’ll learn how to use gradients for a website in Adobe XD through a very useful tutorial. In the last Adobe XD release, radial gradients were added so that designers can easily create unique color effects by simulating a light source or applying a circular pattern. Designers can add, remove and manipulate color stops with the same intuitive interface as linear gradients.

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Using Gradients In User Experience Design