Ansel Adams – The Tetons and The Snake River
Great design is like great art (or photography). It’s difficult to describe what makes it great, but you know it when you see it.
You have an important message do deliver to your customer on your website and only a few seconds to do it. More than half of your visitors will spend less than 15 seconds on your site. How do you lengthen the time they visit? How do you make their experience great?
You want your customers to leave with a feeling of confidence and trust in your brand. Great design brings order, calls attention, and allows you to effectively deliver your message. While all designs will be different, there are some inherent similarities of all great design.
Great Design Is:
Easy to Navigate
Don’t ever leave your customer wondering how to navigate your site or reach their goal. Instead, provide clear navigation and guide customer interaction.
Easy to Understand the Call to Action or Takeaway
Every site has a goal. A goal could be a customer purchase, newsletter signup or reading an article. Whatever the goal of your website, great design should make that goal clearly visible and easy to understand for the customer.
Interesting and Attention Grabbing
Like the Ansel Adams photo at the beginning of this article, visual appeal is necessary to drive your point home. Be interesting, grab attention.
Driven by Customer Feedback and Analytics
It’s surprising how many companies (even big companies) launch a website and never solicit feedback or review their analytics. Are your customers always leaving on the same page? Is there a term they are searching on that isn’t in your navigation? Great design is based on continuous improvement, targeting and testing based on customer feedback.
It’s easy to make a site complex, and challenging to make it simple. Providing every piece of information to a customer while maintaining simplicity is the goal and mark of great design.
Consistent Across All Devices
The customer experience doesn’t stop at a great desktop site. Great design considers all device types. Mobile applications, mobile websites and offline branded articles should all hang together as one consistent brand experience for the customer.
Obsessively Customer Focused and Targeted
The more you know your customer, the better you are at designing an experience that will be intriguing and enticing for them on a mobile app or site. Taking the time to learn about your customers likes, dislikes, habits and interests will allow a great design to be focused and target.