Shazeeye's Blog Thoughts on User Experience, Technology and Business

30Jul/110

Design that drives Action

On July 21st I went for a talk by Bryan Zmijewski, the founder of Zurb a design company. Bryan emphasized that visits to a site mean nothing unless users are engaged or motivated to act. Design must drive action and this is done through three concepts - visual design, content and form elements. Visual design provides context, content guides decisions and form elements are input mechanisms that finalize actions. He gave examples for each concept as seen below.

Visual Design

1.  TinyPic is a website where users upload and share images and videos. The company runs solely on ad revenue with ads displayed on the left of the upload feature. Zurb changed the visual design of the page by adding a border (highlighted in red) to the form so that users perceived the ad to be a part of the form as opposed to an ad preventing ad blindness. This resulted in a higher click rate on the ads bumping the cost per click from $2 to $5.

2. Photbucket is a photo sharing site that wanted to increase user engagement by increasing the number of users registering on the site. The tested two visual designs - one with a red register button and the other with a green. The hypothesis was that the green button would receive more clicks as it signaled go but in reality the red button got more clicks due to higher contrast.

3. Basekit creates, hosts and manages websites and wanted to increase user subscriptions by highlighting the differences between their pricing plans and motivating users to make a choice. As seen in the images on the right the design with the colored contrast between the pricing plans indicating the top 3 differences between the plans got 25% more sign ups.

Content

1. Notable Screenshots helps users capture images, websites, etc. deconstruct the media by adding notes and finally helps publish the media. Since each media needed to be captured and posted the tech team thought "New Capture" to be the right label to fit the action of capturing media but a content redesign unraveled that "New Post" got users to capture and post on the website 25% more as it the vocabulary better fit user mental models.

2. TinyPic - I will upload the content and graphic as soon as it's available.

3. Bagcheck, a website that lists favorite user products ranging from computers to phone applications, increased its user engagement by 50%  by writing the percentage difference between the sale price and the actual price.

Form elements- I will upload the content and graphic as soon as it's available.

1. Bling-It

2. Photobucket

3. Trapit


Related posts:

  1. Building Trust on E-Commerce Homepages
Comments (0) Trackbacks (0)

No comments yet.


Leave a comment


No trackbacks yet.

Switch to our mobile site