Guide for Instinctive Web Design
Intuitive web design does not mean that as a designer you should be able to create a website without thinking about it. Intuitive web design should be considered from the user’s point of view. If the user does not need to think while using your website, the design is intuitive.
Intuitive web design is not a new discipline
Stay calm. The term intuitive web design does not contain anything you have never heard in any form. It’s more of a perspective, a focus that you put on a particular aspect of the user experience. Basically, it’s about eliminating or avoiding perils on the way to a successful website.
You know how to do it: for some reason you are heading to the XYZ site through Google, and you can’t even tell what it is. If you are not very resistant, immediately leave the site. I’ve even got into the habit of doing it consistently, although I’m quite resilient.
In 2011, Nielsen found that visitors to a website only give a maximum of 10 to 20 seconds to convince them that they are in the right place. However, if you succeed, your visitors will stay much longer. In this matter, we consider not a few seconds, but a few minutes, up to two digits. If you fail, your visitors are gone and are unlikely to return.
Logically, you want to succeed. You need to convince your users that it’s worth spending more than 20 seconds on your site.
The methods by which we do this can be summarized as “intuitive web design”.
Before approaching the topic in more detail, you should know the expectations of your potential visitors. The web does not have a good reputation in the entire population. I’m sure you know dialogues like this:
“Where did you get that?””I read it online.””Oh, on the Internet, good…”
The average surfer is skeptical. Intrusive ads and the many perils of phishing as well as the proliferation of malware have made the web a peril place. The basic attitude is negative. The surfer expects to be deceived or harmed wherever he goes.
This is a basic attitude that is very different from the attitude of a potential customer who goes to a store in the pedestrian area. Here, the building itself, the visible investment threshold, gives a certain degree of confidence. Page operators can only obtain this fundamental trust under certain conditions. All sites look the same anyway. Your shop can be based on a free Bangladesh theme…
Either way, you need to overcome this negative prejudice. Unfortunately, you cannot remove this setting in the first steps. Therefore, your site should be designed as an open door, without any hidden difficulties.
6 tips for intuitive web design
The basis of our thoughts on intuitive web design should be to design pages in such a way that there are no or at least very few perils on the way of visitors. This goal can be easily achieved with the following six, rather simple measures.
Tip 1: Indicate what you promise
Your visitor enters your site with a critical attitude, but also with certain expectations. They probably triggered those expectations with their keyword choices, and maybe they weren’t quite honest. Have you promised anything more than what you can offer?
I can understand that you are trying to attract as many people as possible to your website. Once you are here, we can still filter them. And maybe you like what you see, even if it’s not exactly what you were looking for.
This does not seem totally implausible. The problem, however, is that it does not work. Indeed, as Nielsen has proven, people lack both patience and willingness to be convinced by a seemingly inappropriate site.
The first element when creating an intuitive website is SEO, which ensures that your site delivers what search results pages promise. Any other approach means that you will lose the trust of your potential visitors before they can even give it to you.
Tip 2: Explain very clearly what your website is
Listen to marketing people when they talk about the importance of The call to action. You’re correct. You want your visitors to do certain things. So do not let them guess what to do, but put the goal of your site in the foreground.
The erotic shop around the corner also doesn’t have coffee makers in the shop window and won’t surprise you with the actual offer upon entering.
Tip 3: Be predictable
Intuitive controls are based in part on the simplicity of the process, but also on adherence to an established design convention. Well, what exactly we should observe the established conventions varies. Discover and follow best practices in your industry.
Your Visitors want a unique Experience. However, this should not involve taking extraordinary paths to get to the result. Instead, you need to make sure that you can quickly reach your destination without reading a manual. Therefore, use traditional approaches rather than new innovations in Navigation and user guidance.
If you went to the toilet somewhere you’ve never been before, and there was a room without switches, taps or rinses, would you be happy, even if it sounds futuristic?
Something similar happened to me last summer in the Restaurant of an Italian mountain village. I went to the toilet and wanted to wash my hands on the tap. No fittings, no sensors, nothing. After a while, I found a Pedal on the Floor. Has the solution done its job? Yes. But was I impressed?
You know the Answer. Don’t make the same mistake on your website.
Tip 4: Don’t create unnecessary interactions
Helmut Thoma, former boss of RTL, made a defiant but appropriate statement: “the only interaction that today’s viewers want is the one with their refrigerator.”And even though it seems difficult for us web workers, it’s still true today.
Trying to impress visitors with clean and technological toys will fail. The attempt to turn visitors into customers via social media or game components will also fail. Although I am happy to admit that this last statement may very well become a false statement in the coming years. We are finally living in an era of Rapid Transformation.
Do not confuse the term “unnecessary interaction “with the term”micro-interaction”. Recently, I strongly advised you to use these as you can tell the difference between two identical solutions for the same use matter.
A good micro-interaction could be a buy button that turns green when you click or press it and raises a confirmation tick. This would tell the customer that they pressed the button and the ordering process was successful. However, and I have already seen it myself, it would be useless for the buy button to literally fly into the cart icon and spin. You know what I mean…
Tip 5: Be minimalist and as independent from the device as possible
Essentially, the goal is to keep your site as thin as possible. You do not want to blow up your visitor with all sorts of information, but concentrate on the essential information.
Well, if you also adhere to these design principles, there is not much that can go wrong. Well, you might want to investigate microinteractions. After all, they are crucial to success.
Since the number of people who surf purely on mobile has exceeded the number of users who surf only on a desktop, the responsive design, a layout that adapts to the respective device, is no longer a matter of preference. The next scalable step for responsive design could be progressive web applications that are becoming more popular and better supported.
It is also an intuitive web design.
Tip 6: Do Not Need Unnecessary Information
If you use a digital paid service and offer your potential customers a free trial, where you want to convince them of the product without obligation, you are already doing a better job than the competitor, who only offers a personal presentation on request and at a fixed date.
However, your offer will only be really good if you even avoid perils here and do not ask your potential customer to enter a valid payment method at the beginning of the trial period. You will see that the number of people signing up for a truly non-binding test is much higher than any other method could ever get.
The EU’s new General Data Protection Regulation, which comes into force on 25 May 2018, will motivate you to do so. Because if there is something that needs to be removed from the GDPR, then it is the aspect of data management. This means that in the future you will only be able to request the data required for the respective data processing from interested users.
An example: what do you need to send an e-book to a potential customer? Exactly, an email address, but that’s all. Of course, a track is difficult to create, but it is a completely different topic. Just think of something better.
Further information: intuitive web design
Conclusion: intuitive design is Simple
If your web design does not contain risks, thresholds or subtleties that make it unnecessarily difficult to achieve a result, you have already done a lot from the point of view of intuition. You must remember that any unnecessary risk can lead to double-digit percentage losses. We’re not talking about peanuts.
You should use a very generous definition of the term “peril”. You might think that the little animated toy buy me button was very neat. Whether it takes half a second. Your potential customer will regard this as a risk at the recent after the second use. Its Definition is the only one that matters. Read tip 5 again.
So if you want to turn your visitors into customers, the best way to do this would be to make the buying process as simple as possible. According to CEP, this increases the chances of a successful purchase by up to 96%.