Digital Design & Usability

Design

Your web property is often one of the most visible visual representations of your brand identity. As a result, the look and feel must be aligned with your color scheme, brand purpose and industry.

For example, the color blue is one of the most conservative colors used for a website. It may easily apply to any brand or industry. It represents trust, safety and a calm setting. It is also passive and diplomatic.

We see this color quite frequently on large corporate or insurance sites. These brands definitely want to attract trust, when trust may be difficult to attain. However, because blue is so conservative, their messaging often has the effectiveness of a mere whisper. On the opposite side of the design spectrum you have red, which a very emotional color that represents confidence and boldness on a business website.

Web or app design should be treated as an iterative process in conjunction with your analytics campaigns. Studying analytics data will reveal there are always design and usability opportunities to increase user engagement and conversions (i.e. lead generation).

Usability

A thoughtfully designed clean digital property is on its way to achieving its usability goals. We understand the effectiveness of minimalistic digital properties which favor plenty of white space and breathing room. We advocate the notion of – ‘less is more’.

A busy web property is equivalent of trying to listen to someone speak while a group of toddlers are attempting to grab your attention by yelling your name.

In the same accord, it’s both frustrating and often a challenge to find what you’re looking for when different sections of the page are simultaneously vying for your attention.

But there’s a lot more to usability than simply meets the eye. Imagine a user who completes reading one of your web pages and is left sitting there in confusion. Maybe the messaging and information was too abstract or jumped all over the place. Now what if this user was a great prospect and could have been a top-notch lead, but instead left your site frustrated seeking clarification from one of your competitors.

This proves usability is not as simple as repositioning buttons and lead generation forms. It’s an integration of art and science with the ultimate goal of ensuring your target audience is both satisfied and inspired upon leaving your site.

Design and usability depend on sustainable and flexible code.