How do you define success in product design?
For me, success comes in creating experiences that captivate users, drive engagement, and provide value.
And when value is realized, users are more likely to become loyal customers.
I spent years working closely with marketing teams, working to optimize digital channels (web, search, social) for growth. I came to rely heavily on established conversion optimization principles, which are grounded in evidence and behavioral science.
These principles are tried and true, and my go-to criteria when evaluating a customer journey heuristically.
When I transitioned to a role focused on end-to-end design, and started working more heavily in the product, I realized that these same principles apply.
Here’s 6 time-tested, essential principles that designers can leverage to create more effective designs.
Clarity: Illuminating the path
Let’s be real. We’re designing products for a world where attention spans are fleeting. Thus clarity is the beacon that guides users through the product experience.
Starting with the very basics, it’s absolutely critical that users understand the product (or feature), what it is, and what it does. A clean and intuitive design ensures that users can quickly grasp the product’s purpose and functionality.
Yes, we could argue that good design is so intuitive that it requires no explanation. But many of us are designing highly technical products, which cannot be immediately understood with a quick glance.
For complex products, don’t be afraid to add descriptive content to the UI, to ensure it’s crystal clear. This is especially important when you are using branded products and featuers, where the name may not immediately resonate with the audience. Don’t make them guess or read lots of copy to understand it. Utilize UX writing, imagery or animations, or annotations to help them out.
Clarity is also about understanding actions and next steps. By presenting information in a straightforward manner, designers can minimize confusion and enhance the overall user experience.
Relevancy: Meeting user needs
Products that cater to the specific needs and desires of their target audience stand a greater chance of resonating with users (and therefore being adopted).
Understanding the user’s pain points, preferences, and motivations enables designers to create relevant solutions.
Conduct user research, collect feedback, and analyze data to identify what truly matters to your users. By aligning design decisions with user expectations, your product will become a magnet for satisfied customers.
Friction: Clearing the path
While friction can be beneficial in certain contexts, too much of it can hinder user engagement and conversion.
Identify potential points of friction in your product’s journey, such as complicated checkout processes, confusing copy, or redundant form fields.
By streamlining these interactions and reducing obstacles, you can increase the likelihood of users completing desired actions. Remember, a smooth user experience is essential for achieving conversion success.
Distraction: Focusing on the essentials
Designing a product that captivates users doesn’t mean bombarding them with an array of eye-catching elements or interactions.
Beware of excessive distractions that divert users’ attention away from the primary goals. Every design element should serve a purpose and contribute to the user’s journey.
By decluttering and prioritizing information, you can guide users towards the most important aspects of your product. You reduce their cognitive load, and make it easier for them to move quickly.
Avoid overwhelming users with unnecessary elements. Instead, focus on delivering a seamless journey from start to finish.
Motivation and incentives
Humans are naturally drawn to incentives that offer value or reward. Leverage this psychological principle by incorporating motivational triggers in your product design.
Whether it’s gamifying onboarding, building momentum with a checklist, creating a a loyalty program, or providing personalized recommendations, these incentives can entice users to take action.
By understanding what motivates your audience, you can strategically implement incentives that lead to increased engagement and conversions.
Buying stages: Tailoring the experience
The customer journey consists of distinct stages – awareness, consideration, and decision-making.
Each stage requires a tailored approach to design.
For instance, during the awareness stage, focus on hitting the value prop and providing clarity about the product offers and its benefits. In the consideration stage, provide details and social proof to build trust. Finally, in the decision-making stage, streamline the conversion process to facilitate a seamless purchase.
Conclusion: Optimize your designs
Incorporating these evidence-backed conversion optimization principles into your design process is the key to building exceptional products that resonate with users and drive meaningful outcomes.
From the clarity that guides users effortlessly to the relevancy that addresses their needs, each principle plays a vital role in shaping the user experience.
By understanding the psychology behind user behavior, reducing friction, and implementing motivating incentives, designers can create products that leave a lasting impression and convert users into loyal customers.
Remember, the path to a successful product is paved with thoughtful design, aligned with user needs, and supported by evidence.
So, take a step back, analyze your product, and let these principles guide you. Your users will thank you.