Design Principles applied to Digital Products

3 dimensions to consider

Principles that as designer we should not forget

1. First, define the problem

Digital design always solves a problem. Understanding this thoroughly is essential to designing successful solutions. When discussing with your team about the product and how it should be designed, always define the problem first before proposing solutions. Researching thoroughly should always be your number one activity before tackling any challenge.

2. Create more value by creating less functionality

Simplicity is the key to a great user experience. Creating a few features that do excellent work is infinitely better than creating many that do mediocre work.

Start by showing fewer items on the screen and using a minimalist style to reduce cognitive load. Dare to say “No” and thus you can avoid that the basic functions are lost in the noise.

3. Build effective designs

Good design can help a company achieve its business goals. Focus on creating designs that can improve conversion and engagement in a measurable and quantifiable way.

If you find findings that may be valuable for the product, they should be accessible to everyone, only then can they understand which ones are worth solving and the value of your work in general.

4. Strive to be consistent

Se consistente con los diseños, los elementos de diseño, la tipografía y la interacción para reducir la carga cognitiva para el usuario. Usa la guía de estilo como una caja de legos donde puedes tomar los elementos básicos predefinidos para crear experiencias de usuario consistentes.

Be consistent with layouts, design elements, typography, and interaction to reduce the cognitive load for the user. Use the style guide as a Lego box where you can take the predefined basics to create consistent user experiences.

Design principles that you should apply with User in mind.

1. Guides the user to take one primary action at a time

Guide him through screens, views, or actions on a main task. Be ruthless with prioritization, make stupidly simple choices, and limit all distracting items.

All the elements and styles that do not help the user to focus on the main task can be considered as a visual disorder and a great distraction. Keep in mind that your brain must process everything on the interface, the fewer processes there are, the lower the cognitive load.

2. Minimize friction

Every time — for example — the user must have entered data, it takes time and effort. Always try that the user must add the least amount of data to reach the goal.

Every time the user must enter data, friction increases and therefore the chances of giving up.

3. Use the same language as the user

Words can do both, clarify and confuse. If you use the same language that users are using, you will be able to be clearer and more concise.

Being descriptive and helpful should always be your main goal, adding personality traits is secondary. Focus on sounding like a human, not like a machine. Remember that both you and your user are human.

4. Make decisions for the user

Making decisions for the user does not mean deciding for him, it means not being afraid to offer fewer options.

Having fewer alternatives to deal with will give the user a sense of security because there is less to worry about. Be aware of the paradox of choice; Offering a large number of options will make the user feel overwhelmed because he / she has to evaluate if each and every one of them meets her goal.

Hick’s Law describes in detail all the processes involved in making decisions.

Design principles that you should apply with the user in mind

1. Design with a strong visual hierarchy

There are many ways to create a visual hierarchy in a design: position, size, color, or volume in space can influence a visual hierarchy.

If we define a strict visual hierarchy in each design, we will not allow elements, actions or characteristics to compete for the user’s attention.

2. Find a visual balance

The easiest way to achieve visual balance is to align the elements and designs of the structure with a clear grid. This will guide us in the right direction when placing elements, determining the dimensions and also will facilitate the user to process the interface.

3. Don’t try to be impressive, try to be clear

Never try to create a design that will blow everyone away. A well-designed product is one that solves a problem or need of our user in the best possible way.

It seeks to design a clear, effective and enjoyable product. The reaction we seek in our is “sure, it’s obvious”.

4. Design for change

We have to be aware that in product design, nothing is set in stone. Do not hesitate to start over a job that is practically finished or to review the client’s requirements again since a good design is always evolving and growing as the business grows stronger.

Designing with possible changes in mind, will allow us to be more flexible in order to adopt new ideas and learnings. Each feature to functionality takes time to mature and once something is released the focus should be to evaluate and iterate.

Conclusion

Designing products is not an easy task, it requires patience, discipline and empathy. But if you take into account the principles listed in this presentation, you can surely obtain good results.

Check the presentation on: https://figma.fun/cnIS5t