A Quick Recap of Our Latest RSM University Webinar: “Simplicity At Its Finest: Why Less Is More In UX Design” with Ben Martin
In this webinar, RSM Marketing’s Graphic Designer Ben Martin discussed the value of simplicity and its role in the User Experience (UX). Read this blog to learn all Ben had to share from this webinar.
Main Points from the Webinar:
Design is a Process
Ben noted that one of the first steps in design, like any other aspect of marketing, is discovering your client’s problem. Whether that be a lack of conversions, memberships, or whatever services they’re offering—chances are there is a way design can solve it.
After discovering the problem, then you must begin your research. Research is a huge part of the design process and can save hours and dollars. This stage includes both user research and marketing research.
Once the research is complete, you can draw on data collected in the research phase and analyze it to understand what users want and why they want it. After analyzing, the design phase can take place, where the pen hits the paper and the product is built.
After you design, you validate the product with stakeholders and decision-makers, and it helps understand whether the product works for its users, bringing everyone to the understanding phase.
Simplicity in Design
What can simplicity do for design?
- It works as a tool to understand the essence of a design or product
- It allows the end-user to comprehend your innovation or product with ease
- It increases the memorability and longevity of a design/product
“Simplicity is the ultimate sophistication. It takes a lot of hard work to make something simple to truly understand the underlying challenges and come up with elegant solutions.”-Steve Jobs.
Simple Doesn’t Mean Ineffective
Simplicity is one of the most effective ways for your design to work for you and the user. Some people think that simplicity might mean boring, generic, or uninspired when really simplicity is
Three Areas For Simplicity in Design
Simplicity in design doesn’t just matter when it comes to logos but also in an ad and web design. Take the example mentioned earlier, from Airbnb, where they had intuitive webpage simplicity.
Ben broke down these three different areas and how simplicity affects each.
Simplicity is easily distinguished when you put two logos side by side and start to notice which seems more busy or crowded. Many people might think that for a logo to look unique, it must look busy and extravagant; however, a logo that stands out does not always have to strain the eye.
Ideally, an effective logo not only looks appealing to the eye but communicates a business or company’s message through visual design.
Ben shared ad design and how advertisements like banners on a website can use functions like an animation to catch people’s attention without adding too much information other than the usual branding and a headline.
Ben keeps some fundamental principles in mind when designing these ads. These principles included
- A visible logo
- Clear value prop
- Simple imagery
- An intriguing call to action
He also shared a best practices guide from the RSM Marketing design team that can help determine what’s essential to include in digital advertisements.
Ben added that the key lessons when it comes to ad design include
- Following the best practices for each platform
- Selecting strong imagery and legible typefaces
- Creating an enticing call to action
- Keeping design simple
- Using A/B testing to improve ad performance
- A/B testing is the process of determining the success of advertisements
Ben shared some fascinating science about heat maps used on websites to detect where someone’s attention goes the second they visit a webpage. One example from this session was AirBnB, the online marketplace for rental homes and apartments.
Their website is designed with simplicity and the user experience in mind from start to finish. It focuses on a simple CTA to inspire and lead people through the buying process. For any company offering a good or service, a design that intuitively demonstrates the next step for your user is key to leading them to a decision point.
Suppose you compare Airbnb to some other similar platforms. In that case, you can see how Airbnb focuses on communicating the most important information “above the fold,” which Ben explained as the full area you see before you scroll on the website. Of course, they reward their users with more information as they scroll, but the direct action they want users to take is the first thing they see.
There’s Always Room to Grow in Design
Designing a perfect ad, web page, or logo is easier said than done, and it might require multiple attempts and going back to the drawing board; however, thanks to Ben’s advice, it isn’t impossible.
Like any aspect of marketing, there will be a strategy that works best for you and your business, but RSM is proud to give you the tools to find success as soon as possible.
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