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Now, so far we've talked about the three pillars of web design: Color Theory, Typography, User Interface
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design and now I want to talk about the last pillar, User Experience design.
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Now a lot of people often get confused about what exactly is UX or User Experience?
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And one of the best ways I've heard it explained is through the story of the renovation of a college.
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So this is a picture of Reed College in the US and let's just use it as our imaginary backdrop.
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So this college decided that it needed to undergo serious renovation. Tearing down the buildings, building
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new ones and completely reform the campus.
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So they invited this well-known architect who is very respected in his field.
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He came and he did a great job with all the buildings and the provost was really really happy.
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He was like "This looks great."
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But he had one question.
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"Hey Mr. Architect. It seemed like you've just left lawn across the entire campus. Where are all the path that
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people are going to walk on to get between the buildings?" At this point
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the architect says "Don't worry. I'll come back in a year and all will be revealed."
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So in a year the paths where people need to naturally walk becomes trotted down and the grass gets worn
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down revealing these paths that people need.
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And it's at this point when the architect actually lays down all the tiles and paves these paths.
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So this is kind of the difference between user experience and design. Design
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we often think of having an aesthetic, what we think looks good and enforcing that on the user.
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Now user experience is meant to be invisible.
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If you have a good experience with a website it's meant to be unobtrusive and it just lets you do your
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thing and it feels like as if everything is easy and everything is effortless.
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So this is what we're aiming for.
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And in order to do that we have to think about again five things.
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The first is simplicity. Keeping things simple is always better than making it more complex or more cluttered.
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So this is a website called Sina and it's one of the biggest News websites in China.
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Now every time I look at it though I get a headache because it is just so dense.
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There are so many links and my brain gets overwhelmed and I say "Nope, can't do it."
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So take a look at this alternative.
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This is Monocle, which is also a News website.
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But look at how they've managed to chop up the content, provides some interest for the eyes.
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There's a little bit of dialogue, some images, some videos, a little bit of text.
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It's never overwhelming.
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And with that consistent color scheme and typography, it's really delightful to actually read rather
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than this experience of sort of hurting your eyes with design.
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This is a much nicer user experience because it's simple.
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So whenever you're having to choose, should I make it more complex or should I make it more simple,
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always try to pare it down.
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The second point is consistency.
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Keep your designs consistent but also keep the functionality of your product consistent.
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So here's an example.
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This is the webpage for Xfinity. Xfinity is a really big communications company in the US and they
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are responsible for various things like providing TV and providing internet.
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Here are three screenshots from various parts of their website.
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One is their home page,
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the second is their TV offerings and the last one is their News site.
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And if you take a look at the top navigation bar not only do you see that they've changed up the design
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of the navigation bar between the different parts of their website,
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they also made it work a little bit differently.
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The buttons are not all in the same place, the search bar moves around.
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And that inconsistency means that a user is going to be confused when they go from one part of the website
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to another, having to re-learn how to use your website.
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If you think about the target audience of this company Xfinity, a lot of them are going to be a little
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bit older right?
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And having this inconsistent functionality and inconsistent design will really make those users have
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a bad experience with this website.
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Now the next thing to think about when you're designing your website is to take into account people's
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reading patterns.
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Now they've looked at how human eyes track a webpage and which parts they look at when they're browsing.
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And one of the most common reading patterns is what's called the F-pattern where the eye starts at the
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top left of the corner and then it tracks the right and then it flips back again
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browsing down the left gutter.
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So you have often things like bullet points or pictures or icons, buttons, they're all on the left.
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So you can design for this by using the F-layout.
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So have the most important parts of your content on the left gutter, have the logo at the top and have
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everything follow this pattern.
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For example like this website for Bigcommerce.
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See how the eye is being naturally accommodated going from left to right.
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Now another really common pattern for reading is the Z-pattern where our eyes go from left to right and then
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zigzagging down all the way the website.
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Now this of course depends on the type of website.
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So you have something that's more sparse with more video content or if somebody is trying to browse
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a website a little bit faster,
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you see them using this layout. And this layout is used pretty famously in the Facebook website
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using that Z-pattern to accommodate for people's natural reading pattern.
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So have a think about this. Have a think about how people naturally looks at the page and place your
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content in that pattern to make it easier for people who are using your website.
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Now in today's day and age, it's really important to think about All Platform Design.
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It's not enough anymore to just design a website that's meant to go into a desktop computer.
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Instead you have to think about mobile as well.
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So having a website that scales up nicely onto mobile, what we call mobile responsive, is really important.
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You don't want a big website that's designed to take up a landscape kind of screen to be crammed into
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a phone
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that's actually more like a portrait shape.
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This looks really bad.
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It's very hard to read the individual links and, more often than not, my fingers are actually too big to tap
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onto the length that I want.
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So this is a really bad user experience.
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Now this can happen the opposite way as well.
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So a design that looks much better on mobile but then when it's rendered on a desktop with a wide kind
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of screen, it doesn't use up enough of the screen real estate. For example,
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this is the Facebook latest redesign of their website.
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And you've got all of this empty space that's not being used at all and everything is crammed into the
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middle.
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This is not very efficient. So have a think about how you're using the available space and make sure
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that your website rearranges itself when it's being rendered on a portrait smaller screen vs. a larger
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desktop screen. And try to avoid one of my pet peeves in terms of design which is having so many banners
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on your website that show up on the mobile version that your content becomes impossibly small.
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And even when you're scrolling it's like you're scrolling it on an Apple Watch or something.
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Whereas all of this extra content is taken up by warnings and banners and cookies and it's just not
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a very good user experience.
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But on the other hand, don't go crazy either.
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Don't make your entire website just one part like a picture or a piece of text scaling it up massively
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like this is also very very awkward because then I have to just keep scrolling until forever before
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I can actually read and take in all of the content.
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So strike a happy medium.
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And most importantly test, test, test.
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Give it to other users.
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You can employ professional testers to try out your website and give you feedback.
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Now if you can't afford that, just use your family and friends. And bake some cookies for them,
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get them to test out your website and start getting some feedback on how you can improve the design.
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Now finally we've talked a lot about user experience and how to get people to have a good time.
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Now some designers though use the knowledge they have about human psychology and User Interface and
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User Experience design to do bad things.
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And in the design world, we call these dark patterns. So patterns which get a user to perform an action
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or behavior that is beneficial to the company or the designer
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but it's not necessarily what the user wants.
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And this I would say is another form of bad user experience.
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So let me give you some examples.
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This is a real life example. Let's say that you walked into Waitrose which is a big supermarket in the
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UK and you bought yourself a sandwich.
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Now when you look at it at the point when you're buying it, it looks like this sandwich is going to be
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full length from edge to edge
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right?
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But then when you rip open the packaging you're disappointed when you find that actually all that's
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in the middle is just air and your sandwich turns out to be a lot smaller than you initially thought.
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It is the worst feeling in the world.
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This is a feeling that I can't stand when my food suddenly gets reduced in size.
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It's like as if somebody came along and took food out of your plate. In the digital world,
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people do the same thing. The same kind of trickery that's meant to get you to perform an action that
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you don't necessarily want and you end up feeling really disappointed and really upset. With Amazon every
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single time
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I have to re-click the free delivery button which I've earned by buying so much product from them.
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But they still try to trick you using the things that we've learned about hierarchy
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for example. Here the button that makes the more money "Express delivery" is highlighted in orange.
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It pops out a lot more.
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It's a lot more likely that you'll want to click on it.
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But in all likelihood, you're probably happy with just normal delivery and you're now tricked into paying
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more for this delivery.
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Now here's another example
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that's actually true the evil.
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This is a Snapchat ad for some shoes.
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But what the designer has cleverly done on the advertising is they've placed a one pixel curved line
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on this ad which makes it kind of look a bit like a hair is on your screen. But when you go into that
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screen and you try to get rid of that piece of hair, well you've tapped on an avenue.
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So the ad takes you to the website and the advertisers make money off each click.
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And this is truly a dog pattern because it's just tricking you to do something you didn't want to.
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Whereas good design is about helping people do what they want to do and giving them a good experience
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while they're at it.
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Now the king of dog patterns is RyanAir and it's a low cost airline in Europe which is really known for
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sort of charging you for every single little thing.
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I wouldn't be surprised if tomorrow they suddenly charged you for using the toilet on the plane.
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But here's what the website looks like when you tried to buy an airplane ticket. In order to buy your
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airplane ticket you have to go through all of these extra add ons including saying "No I don't want to
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buy travel insurance." But look at how they've hidden it inside this big dropdown list and it's not even
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at the beginning of the list.
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It's actually sorted alphabetically below Denmark for some reason.
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And this just makes it so much harder for you to find that option
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and for you to actually accidentally end up buying travel insurance.
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Now the final example and probably one of the dog patterns I dislike the most is these checkboxes. You
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know right below you filled in a form,
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you get these checkboxes and sometimes the wording is so confusing that I really don't know what I'm
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signing up for.
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Like this one: If you would like us to no longer continue to stop not sending you special deals and offers
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every week, please indicate you are inclined to yes
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by not checking the box. I have no idea what clicking that box does.
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I really just... I don't know.
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I might click it, I might not.
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I don't know what it does. But it's horribly confusing and it's not a good user experience at all.
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I will bet you that after I sign up I'm never going to come back to this website again
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right?
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Are you with me? Now
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we've seen what good websites look like.
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We've seen what bad websites look like.
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We've even seen what evil websites look like.
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But it's time to put our knowledge to the test by designing our own website from scratch and applying
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these four pillars of web design to this project.
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So have a think about what you've learned so far and head over to the next lesson where we're going
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to design a hotel website from scratch.
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