As a graphic designer, one aspect of my job is dedicated to making things visually appealing, but when it comes to web design, there is more to the story. The usability of a web page is just as, if not more important than the design itself, and the ease of interaction that the target audience has with it can make the difference between achieving your goals and falling short.

True creativity of the design is expressed in the structure and overall usability of the site, also termed user interface (UI). Websites are designed for someone to use. It is a medium that forces people to interact with it, whereas with print that isn’t always the case. In my education and experiences, I’ve found that the relationship between web design and its user, whomever that may be, is a lot like dating and relationships. The design is a lot like physical attraction, but what lies underneath is what makes people truly stick around.

  1. Don’t give away too much, we’ve only just met! One of the most important things about UI design is to consolidate and give enough information to get things going in the right direction but not to much to overwhelm the user. This can be applicable to content or visual design. Same goes for dating people. Keep just a teeny bit of the mystery. You want to keep them wanting more.
  2. Be consistent. Nobody wants to be on a site or with a person that changes unexpectedly and leaves you questioning what you entered into in the first place. This consistency can influence things like style sheets, copy style and tone of voice and consistent placement of navigation and other usability functions.
  3. Don’t make them do all the work.  Any successful relationship needs to include both give AND take.  Allow the user to chart their own course and have some control, and make it easy for them to do so. Be a good listener first, ready to step in and help only when asked. Simple things like visual hierarchy can help with this by separating out the important elements and making things distinct. This will help the user be able to navigate the site easily.
  4. Be forgiving. People make mistakes. Being unforgiving and making it hard to move forward is a no-no. When it comes to the user entering data in a form, make sure to incorporate helpful prompts such as phone number variations, or give the user friendly advice about how to fix a mistake already made. Try some humor: make light of the situation by incorporating a funny 404 code page in case they get lost. 
  5. Don’t make them wait.  Respect the time the user is taking to spend on your site. You don’t show up to a date two hours late. Be conscious of your site’s load times by making sure you are using appropriate file types and sizes and use things such as pre-filling forms to help the user move through the not-so-fun parts of the process faster.
  6. Ease into things.  You wouldn’t propose to someone on the first date. Take things slow. Nobody wants to feel tied down and commit to something right away. You need to make them feel comfortable gradually. You want to make the user care enough to act and in encouraging them to do so, you really have to take into consideration the “why” factor: Why it is they should choose your product or service over a competitor.

When it all comes down to it, behind that pretty face, all you’ve got is your personality and what’s inside to really make you shine. By understanding and applying a few of these basic tips to your next design on the web, it will be a fool-proof way to make your user stick around and maybe even land you a goodnight kiss!