Website Design: Stop Creating Eye Candy

The author has been in the website design business since 1998 and has witnessed various phases. However, the current trend feels the weirdest to him. The article dives into the issue of website design being taken over by form over function.

The Issue: Form Over Function

For years, UX designers have been battling the "dribbblization" of the industry. This refers to the creation of visually appealing website designs that are presented as serious work but are impractical or dysfunctional. These designs prioritize aesthetics over usability, leading to websites that may look good at first glance but fail to deliver on their intended purpose.

• These websites often feature intricate animations and eye-catching visuals that distract users from the website's core function.
• The copy is often vague and uncompelling, failing to convince users to take action.
• Forms are often overly complex and include irrelevant fields, making it difficult for users to complete the intended task.
• Buttons have small typography that makes the text barely visible, hindering user interaction.

The New Trend: Pretty Images and Mediocre UI

The article highlights a prevalent trend where aesthetically pleasing images are combined with poorly designed user interfaces (UI) and shared on social media. These designs, while visually appealing, lack functionality and struggle to convert users into customers.

The Main Issues: Lack of Functionality

The article delves into the specific problems with the current trend in website design.

• Vague and unconvincing copy: The copy is often generic and fails to connect with the product or service being offered.
• Unrelated images: The background images, while visually appealing, often lack a connection to the website's purpose, making them irrelevant and distracting.
• Pointless forms: Forms are often filled with unnecessary fields, unnecessarily complicating user interaction.
• Barely visible buttons: Small typography on buttons makes the text difficult to read and hinders user interaction.
• Meaningless navigation: Navigation menus are often designed solely for visual appeal and lack meaningful elements.

The Goal of a Website: To Sell

The primary purpose of most websites is to sell a product or service, and this goal should be at the forefront of the design process. The article emphasizes that while aesthetics are important, they should not overshadow functionality.

Understanding Design: Prioritizing Conversion

The author stresses that the success of a website is measured by its ability to convert users into customers. This means prioritizing conversion over mere visual appeal. The article emphasizes the importance of clear calls to action, user-friendly navigation, and compelling copy that motivates users to take action.

The Role of the Designer: Guiding Clients Towards Performance

The article highlights the crucial role of designers in guiding clients towards website design that maximizes performance and conversion. Designers should be able to present their designs in a way that showcases the reasoning behind their choices, explaining how their designs are not random but based on proven principles of usability and conversion.

• Designers should focus on creating websites that are not only visually appealing but also user-friendly and effective in achieving the client's objectives.
• They should be able to justify their design choices and demonstrate how those choices will lead to improved conversion rates.
• They should prioritize functionality over form and ensure that the website's overall experience is tailored to the user's needs.

The Consequences of Poor Design: Missed Opportunities

The author warns that prioritizing aesthetics over functionality can have negative consequences for clients. Websites that fail to convert users into customers will likely lead to lost revenue and missed business opportunities.

The Importance of Testing: Continuous Improvement

The article stresses the importance of ongoing testing and improvement after a website has been launched. Testing allows designers to identify areas for improvement and optimize the website for maximum performance.

• Testing should be conducted regularly to ensure that the website is meeting its objectives.
• Data from testing should be analyzed and used to inform future design decisions.
• Designers should be prepared to iterate on their designs based on the results of testing.

Step 1: Analyze

The first step in the design process is to analyze the existing website and identify any potential issues or areas for improvement. This analysis should include a thorough review of the website's content, usability, and visual appeal.

Step 2: Improve

Once the analysis is complete, the designer should focus on improving the website's design based on the findings. This may include updating the copy, redesigning the layout, or optimizing the website's overall user experience.

• The designer should clearly articulate their proposed changes and provide justification for each decision.
• The goal is to create a website that is both aesthetically pleasing and functional.

Step 3: Test, Test, Test

After the website has been redesigned, it's essential to conduct thorough testing to evaluate its performance. This testing should include usability testing, A/B testing, and analytics tracking to measure the website's effectiveness in achieving its objectives.

• The results of testing should be used to inform further iterations and improvements to the website's design.
• The focus should be on optimizing the website for conversion and ensuring that it delivers a positive user experience.

Conclusion: Design for Function and Conversion

The author concludes by reiterating the importance of prioritizing functionality over form in website design. The article advocates for a design approach that emphasizes user experience, conversion optimization, and ongoing testing and improvement.

• Designers should strive to create websites that are both visually appealing and effective in achieving their intended goals.
• They should avoid creating websites that are purely aesthetic and lack the functionality to convert users into customers.
• The focus should be on creating websites that are user-friendly, efficient, and effective in driving business results.