Hot Summer UX Trends

06/12/18

Is your UX leaving people cold? 

Let's explore some User Experience (UX) topics that have crossed our path in the last six months. We will briefly review these items to keep your site UX tiptop:

  • Responsive logos
  • Progressive Disclosure
  • Content-Centered Experience
  • Cookie Notices (GDPR)
  • "The Fold"

 

Responsive Logos

10 years ago, responsive design started being used on the web. Now logos are finally catching up. As users, we are used to the world of adaptive and responsive UX and design. Designers and developers have spent the past 10 years perfecting the methods we use to adapt code and graphics to work on the wide array of devices available. The logo was one piece of content that eluded this change. Any designer can tell you that they dread hearing, “Can you make the logo BIGGER?”- the real question should be if we can make the logo better.

Companies have resized logos to accommodate responsive design, but simply scaling a logo up or down often doesn’t work to create branding that looks beautiful and still fits the delivery device's screen size / needs. Responsive logo design is about keeping brand recognition while removing the small intricate details for smaller devices.

Consider meeting with a designer to discuss ways of making your logo work on all devices without losing the creative mark or distorting it so it isn't legible.  It's important to remember that a responsive logo isn't just an elaborate icon that sits in the top-left corner of a website.

 

Responsive logos

UX/UI designer Joe Harrison's project “Responsive Logos” explores scalable logos for a few of the biggest brands.

 

Progressive Disclosure

This isn’t really a new idea... but it is one that is continually being pushed in web/app UX. Think of something as simple as a blog teaser with a “Read More” link that, when clicked, expands the teaser text to reveal more information. This is a technique called “progressive disclosure,” which is used by designers and developers to draw the user in, while reducing UI clutter, confusion, and cognitive workload, so that the user’s focus remains on the interface.

Look at your content, think about what is necessary for users to understand it, and decide if progressive disclosure is the right technique to help declutter your site. Strategize with your designer about content delivery and the possibility of loading more content only when a user actively asks for it.

 

Content-Centered Experience

Content is king, again! Well-curated and easily accessible content makes website UX effective. Removing clutter and using supporting imagery to enhance information will improve comprehension of your content. Prioritizing content over chrome helps you focus on your message and allows the UX to be straightforward and noise free. 

 

Cookie Notices (GDPR)

With the advent of GDPR, you may be required to make the user aware of how the site is saving their data in a more visible and upfront way. When creating a popup or message that informs the user of the cookie policy it is important to not distract the user or cause them to leave. Work with your designer and focus on simple user interface, clear clean language, and make sure you understand how to make these popups compliant with GDPR. 

 

And for the last time, the fold is dead.

angry panda

Occasionally this still comes up in UX discussions - "The fold"

That place on a newspaper where it folds and hides the rest of the front page content, that place on a website that doesn’t exist.

If your website layout has a fold and it looks like there is nothing to scroll to…

even...

then...

people will still try.

It is easier, faster, and more efficient to flick a finger or scroll wheel than to click a link and wait for a page to load. For this reason, the content directly below the fold on a primary page has a higher viewership than the content above the fold on a secondary page.

If people are leaving your site or scrolling too early it may be because your site is slow.

“2 seconds is the threshold for ecommerce website acceptability. At Google, we aim for under a half second.” Maile Ohye

For those reasons, I recommend focusing on page speed over the fold. 

Some considerations... but not all

These are some good rules of thumb, but as with any element of your business, the right decisions require an understanding of your brand, your users, and your goals. Reach out and let us help you make the right decisions

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Name
Gregory Noack
Senior Front-end Developer, UX

Gregory started his career as a front-end developer in 2006 after studying as an apprentice printmaker in Northern California. With the help of his detailed design skills in art, photography, typography, and layout, he creates engaging websites for our clients.

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