We all make mistakes, but some mistakes can be money-draining, conversion-slowing pitfalls. Anyone with web conversions in mind would want to avoid tipping over these “pitfalls” to ensure a steady stream of income and returns on investment. Unfortunately, many designers and developers fall trap to some common UI mistakes that repel users or promote low conversions.
Whichever the case, these deadly mistakes must be avoided at all costs. Here are some of the most common UI pitfalls that could be killing your design.
Contrary to popular belief, the image is not what attracts a user’s attention first. In fact, eye tracking software reveals that users tend to look at the upper left corner of a page first (brand name or logo) and then move on to the headline next. Sounds familiar? Assuming you already know the “F-Shaped pattern,” that’s exactly how users begin reading. That being said, headlines should always be catchy. Aim to make your headlines short, crisp, and targeted. By “targeted,” we mean that you should also try to connect to your user—apart from maintaining its clarity and comprehensibility.
Overly Complex Design
It may seem that web design has shifted towards a focus on “simplicity” and “minimalism,” but given the needs of users today, the trend has shifted rightly so. Complex designs are rating high on the “usability” bar. The needs of today’s on-the-go, mobile-oriented users point towards simple, less complex designs that are not overflowing with request-rich content. Keep it simple, clean, and focused.
Low Response Time
With the influx of mobile usage and “responsiveness” being all the rage today, it shouldn’t come to you as a surprise that response time is major design killer. Whether you agree with it or not, you’re competing with masses of websites that have considerably improved their responsiveness to ensure consistent user engagement. This means that today’s common user has become impatient. He expects a clever design–and maybe even a simplistic one—that gets the job done fast. If your website or application is taking forever to load, you’re losing some serious business. Avoid using dead-weight objects and elements on your page and make sure loading speed is optimized.
Using Text Only
Humans are visual—very visual! This is probably why more movies and televisions shows get attention when compared to books or other reading material. We prefer viewing and listening because it’s much easier to comprehend. Having text only on a page is a big mistake. Gone are the days of early HTML! Now you have all the tools needed to create beautiful and visual websites with all sorts of aesthetic elements. This doesn’t mean that you completely chuck off text. It only means that you should use a “healthy” combination of everything (images, text, or even videos where appropriate).
Confusing UX with UI
This can be slightly confusing for newbies, so listen up! First of all, UX and UI are not the same things. Very often novice designers and developers confuse the two terms because they seem to mean the same thing or have similar abbreviations. In reality, UI is all about how the user interacts with the interface (buttons, menus, etc) which is definitely a part of user experience. However, user experience is not “experienced” from UI only. It is the overall “feel” a user gets from using a website.
Many would ask, “Then what should we focus on?”
Both! The best designs combine “good practices” of both UX and UI. Keeping both of these concepts separately in mind, a designer can accomplish creating something that interacts well with users, while ensuring that experience isn’t compromised.
About the Author:
Skornia Alison is an enthusiast designer and developer by passion and profession. She’s currently working as a team lead at a company that offers academic writing help to students. Everything that has design and code in it is what catches her interest the most and she’d love to share her opinions and expertise on it.