Websites are looking more and more like mobile apps. Users are also increasingly expecting a more app-like experience. From push notifications to offline mode, native web apps are getting there.
Once web apps function like native apps, the design interactions would also change to address the use case — namely, the ubiquity of animations. Animations drive interactions in all of our favourite apps, from Uber to Lyft and Snapchat to Instagram.
As a designer, developer, or marketer, it’s your job to develop something unique for your brand’s website. The reason for this is simple: you want to stand out from the generic chatter surrounding your brand in the market, and a unique style will help you do that. But sometimes being adventurous in design can do more harm than good. Case in point: the navigation. In a web usability report from KoMarketing in 2015, roughly half of their survey’s respondents reported using the navigation menu to acquaint themselves with a new website. On the flip side of that, 37% of respondents…
If you’re managing a small business, odds are, you’re going it alone. I don’t mean you’re isolated or cut off. That isn’t a dig at your interpersonal skills. What I mean is, you’re probably a one-person marketing department. After all, that’s why you’re here: to hone your chops. At first glance, this makes a lot of sense. No one knows your business like you do, and consultants — especially top-tier consultants — demand retainers to the tune of several thousands of dollars per month, which you simply can’t afford. The problem is that marketing for startups and other SMBs isn’t…
The two charts pictured below changed the way I think about thinking. Rebproduced from a classic 1996 psychology study, the story behind these charts is a vivid illustration that the way we humans feel in the moment as we experience the world can be very different from how we feel when we think back on those experiences later. Understanding the difference between experience and memory — and the ways they are related — can make us more sophisticated experience designers.
After hearing everyone say, “Content is King!” you decide your website needs a new blog, or at the very least, you decide to revive an inactive one. But you shouldn’t have a blog just for the sake of having one, not when it’s for business. There has to be some kind of goal, and for most, if not all enterprises, it has to be conversions. You’ve been blogging for 6 months now, and you have an audience who is liking and sharing your content. The problem is, no one’s buying. If this is the case for you, then you have…
Living style guides are an important tool for web development today, especially in large, complex web applications. They help document styles and patterns, keep designers and developers in sync, and greatly help to organize and distill complex interfaces. Indeed, living style guides remain one of the best ways to communicate design standards to an organization.
Recently, our company went through the process of creating a living style guide. This is the story of how we developed our living style guide, the mistakes we made along the way, and why the current landscape of style guide generators did not suit our needs.
One of our clients this past year is an e-commerce company. They sell a wide variety of beauty products and use a subscription model. Subscribers are part of an exclusive club and receive a box of beauty products each month.
Most of these subscribers come in from a Facebook ad.
We were focused on this client’s 4-step acquisition funnel. After targeting the first step, we wanted to apply what we had learned to the second step of the funnel.
Based on previous tests, we knew that subscribers responded to social proof and were sensitive to both community messaging and the quality of our client’s products.
We ran the following test on desktop and on mobile, segmenting the results by device.
Press play: Round I
The control page for this experiment highlighted the customizable nature of the monthly beauty box.
In one variation, we replaced this information with a video of a subscriber talking about how much she loves being a member of this community. With this video, we hoped to draw out visitors’ appreciation for social proof.
We had actually tested social proof before, but it didn’t work. We used a statement that said ‘Join thousands of other subscribers’ but it sounded so fake. The video added genuineness to the messaging.
In another variation, we replaced the control content with a video of the company’s CEO — an already-prominent figure on the their social media pages. In this video, she discussed the community, the company’s core values and the quality of their products.
Both variations saw significant lift in completed orders on mobile: 12.9% and 10.0% respectively.
Press play: Rounds II & III
As is our habit, we decided to build on this test. We adopted the winning social proof variation as our control and created two more variations:
In the first variation, we added the video of the CEO beneath the subscriber testimonial
In the second, we shortened the subscriber testimonial from 2 minutes to 1 minute
The variation that included both videos increased conversions by 3.5% on desktop and 6.5% on mobile. The variation with the shorter video actually decreased conversions among desktop users but lifted conversions on mobile by a significant 12.2%.
While mobile users seem to enjoy the video content, their possible limited attention spans could explain the dramatic lift caused by a shorter, more concise video.
Desktop users, on the other hand, may have more time and prefer more information to become familiar with the company’s value proposition.
We kept going.
Our next move was to combine these two variations into one. It featured the shorter video testimonial and the video of the CEO. We saw a 15.5% lift for desktop users and a 12.2% lift for mobile users.
In this series of tests, we found that video can be a powerful social proof tool across all devices.
The client in this case was fearful that mobile users might be too impatient to watch a video. They worried that visitors may not want to waste data, but our results showed these fears to be unfounded.
Our continued testing led us to discover a winning video combination for our client’s users. It also revealed insights about video length on mobile versus on desktop.
On 12 January 2015, Getwear, an integrated custom jeans company, processed its last order. After that, the company shut down. Despite coming up with a unique custom production process and outstanding jeans, we didn’t achieve much success. Several months — and a lot of discussion and dissection — later, I figured out why.
It all started back in 2009, when I was finishing my marketing studies in Italy. I read a well-known article by Tim O’Reilly, “What Is Web 2.0,” and was stunned by an idea of bringing the concept to the world of “real” objects, through mass customization. Enabling users to make their own products should have transferred the power to make design decisions from the hands of the few to the hands of the people — or so I thought.
You’ve launched your app and it’s doing well. You worked hard, kept your initial features lean, and all of your effort has resulted in an app that users like and recommend to friends. So, how do you maintain that momentum and ensure that your app keeps gaining in popularity?
This article covers some practical approaches to keeping users interested in and using your app, including talking to your users, keep on launching features, making the first impression count and using all functionalities of the operating system.
Last year I read Jan Constantin’s post “Typographic Design Patterns and Current Practices” and straightaway wanted to do something similar with email. At the time I was studying responsive typography on the web, trying to break down the websites I liked in order to understand what made the typography work so well, then attempting to apply those findings to email design.
After seeing Constantin’s work, I also wanted to explore how other email designers were handling responsive typography. So, I amassed 50 emails across various industries that I think do a good job with typography to see if any patterns emerged. You can skip straight to the Google Doc showing the raw data and results.