Users are drawn to this visual before seeing the content of the page. The role of the web designer is then to facilitate the interaction between the browser and the interface. To do this, it is necessary to determine the expectations and needs of future visitors as a whole.
Because the usefulness of a website is to know how to make the contents more interesting. By putting user experience (UX) at the heart of everything, you increase the chances that they will like your page and return to it more often. In short, an attractive site will remain more easily anchored in the memory, if the Internet user quickly finds what he is looking for. For this reason, a collaboration between the client, the designer and the project manager is necessary for the design of the web sites.
The design of a website or more generally of any web system (linking platform, collaborative platform, ecommerce site, etc.) consists in setting up a user experience that will make it possible to meet the needs of different types of users (large public, professionals) while achieving the business objectives of the site sponsor (collection of contacts, download of brochures, registration for a service, a newsletter, product purchase …).
Web design makes it possible to define the information architecture, the paths of users through the pages and to set the site’s KPIs. It encompasses the design of interfaces (UI).
How does it work in practical terms when designing a website?
The product design phase is a phase of strong interaction with the customer and users via interviews, workshops and statistical analysis (site stats, audits, surveys, etc.). It’s about understanding users and modelling their behaviour to build a suitable, efficient, frictionless site. Content and editorial policy are also the subject of reflection. Then once these main lines have been drawn, the design goes through the design of the interfaces. Different professions come into play: UX designer, web AMOA, UX designer, SEO analyst, contributor and of course the client. Some examples of good practises in web design:
1. Repeat things but differently. Just like your maths teacher tried to rephrase the Pythagorean Theorem 20 times for everyone to understand, an important rule of web design is not to be afraid to say it again, but differently. For example, a button to connect to a private space can be found in the top navigation bar but be repeated on the home page with another wording (‘Connect’, ‘My personal space’).
2. Respect user habits. Many unspeakable rules exist in web browsing. For example, the button to connect to a private area is often located at the top right. The “Donate” button on a charity site is often also located in this area. It is important to respect these habits so as not to lose users even if it is also essential to question them in order to attract more informed users.
3. Define the objectives of the website by type of user to optimize your conversion rates, it is necessary to adapt the objectives to each type of user. You cannot expect a user who came from Facebook to one of your news pages to read your very technical 300-page file. Defining engagement levels and goals by user type allows you to build your user engagement progression.