In the past 5 years, design has come leaps and bounds and it’s important to stay agile, be innovative, keep testing and building upon what you know, and improve upon what is already working. Here are 5 UX resolutions for better design in 2017:
Better strategic thinking
First it’s understanding what value a brand is trying to gain -- revenue, brand trust/reputation, social media presence, partnerships, etc. Next it’s knowing what’s worth designing based off of those values within time and budget. Instead of the classic “one-size-fits-all” approach we are seeing on so many ecommerce sites, we need to remember who we are designing for and find smarter, customized solutions for our audiences. I recommend, looking at a the company's big picture needs, dissecting them, and then pursuing the tasks with the greatest payoffs and impact first...i.e the low hanging fruit.
Let’s change the way we communicate
Anyone can create beautiful content, but creating a story that takes on a personality is the goal. Giving a webpage a life of it’s own through creative copywriting, solid brand identity and interactivity are all ways to bring life to a webpage. Building familiarity across your site builds trust by the user -- users are biased toward liking or trusting things that they find familiar. With repeated exposure, fondness can be developed towards things that are initially disliked or totally unknown.
2017 is all about the subtleties and scrapping obnoxious animations. According to the Wall Street journal, Facebook ads that use cinemagraphs (http://cinemagraphs.com/) are clicked on 60% more than static images. Similar results have been found for gif vs static email click rates. A header background, or CTA with a subtle animation -- a very slow motion video clip looping or a slow continuous color shift button -- draws the eye in and brings excitement and intrigue for the user.
Don’t fear Scrolling, people
Contrary to most people’s first thoughts, longer page lengths are not deterring visitors. The real culprit is not giving the user an “out’ or looping them back to product at the bottom of a page. But “storytelling” style landing pages are a huge trend that we’ll continue to see for all of 2107. Cramming CTA’s and information above the fold is no longer as much of a priority. Your users are getting smarter and are following “storytelling” landing pages to the bottom.
Pushing boundaries and redefining new norms
App/ website navigation and communication styles are ever evolving. We’re constantly visiting new sites and seeing unconventional navigation symbols that tell me, “push here” “toggle here” “scroll here” without ever having to actually say that. We are living in a time where anything goes and users are smart enough to follow along.
Overall, continue to learn, test, grow, experiment and have fun y’all -- Feel free to drop us a line or let us know your thoughts.