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Design Is Content, Too
The document presents insights from a director of interaction design, emphasizing the importance of effective design for communication and user engagement on websites. It highlights how color influences user perception and behavior while advocating for user-centered design practices that anticipate and answer common user questions. The document also discusses the iterative design process, exemplified through a case study on enhancing filtering tools for job search results, showing improved user engagement through thoughtful redesign.
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Design Is Content, Too
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- 2. About me? Directorof Interaction Design, Duo Consulting Education in Advertising and Fine Arts 13 years of experience in design, development and project management for the web Work featured in Communication Arts, Graphic Design:USA, Graphis, and Forbes.com’s Best of the Web.
- 3. About you? Designer?Developer? Content contributor or editor? Manager? Marketing?
- 4. What is thepurpose of your site’s content? Communication
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- 6. Design is aboutcommunication as well. Often we’re trying to answer some very important unspoken questions.
- 7. Where am I?What should I do next? Where can I find my information? What are my options? Did I make the right choice? Can I buy this? Who is this company? Can I trust them? What are their values?
- 8. Good design anticipates and answers users’ questions. The user may not even realize that they’re asking these questions at all.
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- 10. Unified Behavior ModelThese are learned behaviors from the global web that users will try to reapply in similar situations.
- 11. Don’t reinvent thewheel. “ If 80% or more of the big sites do things in a single way, then this is the de-facto standard and you have to comply. Only deviate from a design standard if your alternative design has at least 100% higher measured usability.” Jacob Neilson
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- 14. What should Ido next?
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- 22. Color is thesingle most powerful design tool available. It can communicate mood, emotion, emphasis, unity, movement, and rhythm. Colors carry physiological, cultural, personal, emotional, and expressive implications.
- 23. Red Increases pulserate and breathing and causes blood pressure to rise. The food color. It makes you hungry by increasing your body's metabolism. Hot, passionate, urgent, danger, blood, devil, angry, enraged, amorous, outspoken, optimistic
- 24. Yellow The colorof the sunny disposition, the idealist. Intellectuals love yellow. As you get older you tend to dislike yellow because it can make you feel anxious or angry. Yellow enhances concentration and speeds metabolism. Warm, cowardice, caution, fearful, bright
- 25. Blue The numberone color choice of the introspective and educated. Pumps people up. Proven to increase energy. Responsibility, trustworthiness, compassion, those are the attributes of royal blue. Honest, integrity, righteous, puritanical, moral, severe, prudish, cool, melancholy, sad, glum, downcast, gloomy, unhappy, quality, first place
- 26. Green A goodcolor for people in transition. Green is Mother Nature's color, lover's of green may be fickle. Universal symbolism: Nature, freshness Contemporary symbolism: Ecologically beneficial Nature, health, regeneration, contentment, harmony, cheerful, lively, friendly, fresh, sickly, unripe, immature, simple, unsophisticated, gullible, new
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- 31. Good design might never be noticed. Bad design is hard to miss.
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- 39. An interface thatconfuses a user can make them feel stupid and in the wrong. Users don’t come back to sites that they don’t understand.
- 40. A site shouldbe like a good friend. Would you let a friend continue to make mistakes, or would you try to help them through their task?
- 41. Design as a scientific process. “ Designing requires a designer to consider the aesthetic, functional, and many other aspects of an object or a process, which usually requires considerable research, thought, modeling, interactive adjustment, and re-design.” Wikipedia, http://en.wikipedia.org/wiki/Design
- 42. Interaction Design toolsCreative brief Wireframes User testing and focus groups Personas Best practices Style guides
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- 44. Interaction Design toolsCreative brief Wireframes User testing and focus groups Personas Best practices Style guides
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- 49. Interaction Design toolsCreative brief Wireframes User testing and focus groups Personas Best practices Style guides
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- 51. Interaction Design toolsCreative brief Wireframes User testing and focus groups Personas Best practices Style guides
- 52. Measureable results Startwith goals and objectives Research the users Define constraints Create a solution Test the solution Refine the solution
- 53. CareerBuilder.com Search resultsfiltering
- 54. Goals and objectivesIncrease the use of filtering tools on search results pages.
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- 56. Research users Liveuser observation during real job search situations revealed that users frequently never saw the filtering tools When they did find the tools, they were impressed with the ways they could refine their results Most users seemed to overlook the filtering tools due to “banner blindness”
- 57. Establish constraints Adspace needed to remain unaffected Page width had to fit within 750px
- 58. Design a solutionFiltering tools were moved to the top of the page in an expandable interface to place them in the flow of information The basic set of filtering tools was narrowed down to include only the most frequently used and other filtering options were moved off to another tab
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- 61. Test the solution An HTML only prototype was prepared and presented to real site users While users recognized and responded to exposed filters, few expanded the basic set of filtering tools When they were exposed, the filtering tools were frequently used
- 62. Refine the solutionThe designs were slightly updated to expose the basic filtering tools by default
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- 64. Results? Within thefirst week of launching the updated designs, the use of the filtering tools doubled
- 65. So… Your designshould engage in a conversation with your users. You have to understand the user and their needs and speak the same language. You need to place yourself in their place and try to help them through your site by anticipating and answering their questions.
- 66. Questions? Kenneth Walters[email_address] Duo Consulting