Monday, July 27, 2020

17 Tools I Can’t Design Without

I think of a creative practice as a combination of an approach (a design philosophy) and a series of techniques (craft skills); a good tool facilitates a technique, which in turn supports an approach.

It wasn’t until I sat down to write a list of tools I can’t design without, that I realized just how many tools I rely on as an integral part of my creative process. The danger of tools is that they promote certain techniques, and that bias can alter your approach.

First and foremost a good tool does no harm, it does not dictate, or obstruct your approach. Secondly, a good tool offers flexibility in the techniques you choose. Thirdly a good tool is invisible, it leaves no marks on the end product.

If I’d written this post a year ago the list would have been different, and I hope that in a year it will be different again. These are the tools that I currently find enabling, that have contributed to my craft, and supported my approach.

Affinity Designer

I’ve always used Adobe products. Photoshop and Illustrator were the de facto graphic tools for half my life. I’ve never had an issue with the subscription licensing of Creative Cloud, which I think is proportionate for a professional set of tools. Then, around 18 months ago I got very frustrated with how sluggish Illustrator had become.

I’d written an early review of Affinity Designer, I’d been impressed at the time, so I decided to give it another try expecting the sojourn to last an hour or two before I gravitated back to Illustrator. Running the latest version of Affinity Designer was a revelation, I’ve simply never wanted to switch back.

Why not Sketch? Well, I do occasionally jump into Sketch, especially for pure vector wireframing. I was an early adopter of Sketch, but the reliability issues (long since resolved) poisoned my relationship with it. Why not Figma? Well, Figma’s real strength is in collaboration, something that I get with Sketch, and personally I find some of Figma’s features unintuitive.

Affinity Designer isn‘t perfect. I dislike the color tools, especially the gradient tool, which I find clunky. But it’s the first design app I’ve used in years that syncs closely with my creative process.

Affinity Photo

I don’t do a lot of photo manipulation, so when I switched away from Creative Cloud for design work, I was relaxed about switching from Photoshop to Affinity Photo.

In my experience, Affinity Photo is stronger than Photoshop in some areas, and weaker in others. Affinity Photo’s bitmap scaling is much better than Photoshop’s, largely due to Lanczos 3 sampling.

Affinity Photo also solves a lot of little irritations that Adobe has chosen not to address for legacy or philosophical reasons, such as the toggleable ratio setting when resizing the canvas — I’ve lost track of the hours I’ve spent in Photoshop manually calculating vertical whitespace so that it’s proportionate to the horizontal.

TinyPng

Both Affinity Photo and Photoshop are poor at web format optimizations. Photoshop perhaps has the edge, but its output certainly isn’t acceptable for production.

I run bitmaps through TinyPng, which on average halves the size of the file without any appreciable loss of quality. (It stripped 66% off the images for this post.)

Fontstand

When I started to drift away from Creative Cloud, the one service that delayed me was Adobe Fonts (née Typekit). Not so much for the webfonts — which are faster and more reliable self-hosted — but for the ability to sync desktop fonts into my design apps.

I tried Fontstand when it was first released, and I loved the concept, but was worried about the small library. When I took a second look and discovered the library is now substantial for both workhorses and experimental typefaces, it was an easy decision to switch.

Fontstand is a desktop font rental service. Once you’ve found a typeface you’re interested in, you can activate an hour-long trial, then choose to rent the font for a small fee. You can auto-renew the rental if you need to, and if you rent the font for 12 months it’s yours forever.

If there’s one tool on this list I genuinely could not design without it’s this one. Fontstand makes working with fonts from independent foundries affordable for freelancers, and it’s enriched the typographic palette available to me.

Khroma

Every designer has strengths and weaknesses. Since day one of art school, my weakness has been color. It just doesn’t come naturally to me, and I have to work quite hard at it.

An incredibly helpful tool that I’ve been using for a few months is Khroma. It helps my eyes warm up before approaching color, and helps me find a starting point that I can then refine. Comparing my design work before, and after Khroma, the latter color choices are cleaner, more vibrant, and more interesting.

Atom

A good code editor is essential, and I’ve never found one that I’m completely happy with. For years I’ve flitted back and forth between Brackets, Sublime Text, and BBEdit. I think that probably reflects the changes in the type of coding I’m doing.

For now, I’ve settled on Atom. It’s fast, reliable, and it’s not biased to front or back-end code.

CodeKit

I held out on compilers longer than I should have, using apps like Minify to minify CSS and JavaScript, and the command line to process Sass (see below). Then I found CodeKit and it’s been essential to my workflow ever since.

What I like best about CodeKit is that it’s a GUI. Which means I can change settings while coding, like toggling off the JavaScript linting, without switching mental gears into another language.

MAMP

MAMP is a tool that allows you to run a local server environment, meaning I can run PHP and MySQL without the tedious process of FTPing to a server to test a change. Mac comes with Apache, so this isn’t strictly necessary, but it’s simple to use and works well with both CodeKit and Craft (see below).

There’s a pro version of MAMP, which allows you to switch seamlessly between projects, but it’s heavily geared towards WordPress. I’m still trying to find the time to evaluate Laravel Valet.

Dash

When you first start coding you try and memorize the entire language. It’s very possible to become fluent in the core of a language, but there are always nuances, defaults, and gotchas that you miss. As you grow more experienced, you realize that all professional coders Google the answer at least once per day.

When I got tired of Googling I started using Dash which is a superb app that combines the docs of numerous different languages into a searchable window. I use it daily for everything from SVG to Twig.

LambdaTest

It doesn’t really matter what you’re building, even the indy-web needs to be tested. Ideally you’ll test on real devices, but if you can’t afford a device library — and who but the largest agencies can — you need a live testing solution.

There are a few upstarts, but your choice is basically between BrowserStack and LambdaTest. I went for LambdaTest because I prefer the style of the UI, but that’s entirely subjective. If you’re not sure, toss a coin, you’ll get the same results with both.

Sass

I can’t write CSS without Sass — and I mean that literally. If I try and write vanilla CSS I guarantee I’ll nest something with @at-root and it will throw an error.

Craft CMS

Stating any preference for a CMS online that is not WordPress inevitably invites impassioned protests from developers whose career is built on the WordPress platform. So let me say preface this by saying: if WordPress works for you, and more importantly for your clients, then more power to you; I think it’s a dog.

Shopping around for a CMS is challenging, and I’ve gone through the process several times. A good CMS needs to be in sync with your mindset, and it needs to be appropriate for your clients — all of them, because unless you’re in a large agency with multiple coders, you need to commit to a single solution in order to master it.

I have looked and looked, and finally settled on Craft CMS. Craft makes it easy to build and maintain complex, high-performance sites. It has a shallow learning curve that grows exponentially steeper, making it easy to get started with plenty of room to grow.

Vue.js

Way back when Flash went kaput I switched to jQuery, and that was a really easy route into JavaScript — ignore the people who tell you to master the core language first, do whatever it takes to start using a language, that’s how you learn. But jQuery is heavy, and I found I needed it less and less.

These days 90% of the JavaScript I write is progressive enhancements in vanilla JavaScript to keep the dependencies low. Occasionally I encounter a job that requires complex state management, and then I fall back on Vue.js. JavaScript developers are as partisan as CMS aficionados, so let’s just say I favor Vue.js because it’s not controlled by a mega-corp and leave it at that.

Ulysses

As editor at WDD, I cannot emphasize enough that the right way to write copy for the web is markdown.

Markdown is faster to write so you don’t lose the thread of your thought process, and it doesn’t impose formatting so you can easily migrate to a CMS. If you’ve ever spent 20 minutes stripping the class, id, and style tags out of a file created in Word, Pages, or (by far the worst offender) Google Docs, then you don’t need to be sold on this point.

There are a few markdown-based writing apps available, I tested half a dozen, and the one I settled on was Ulysses. I like its distraction-free mode, I love its clean exports. Everything I write, I write in Ulysses.

Screenshot Plus

Much like markdown editors, there’s no shortage of screenshot apps. My current favorite is Screenshot Plus.

Screenshot Plus has one feature that makes it standout for me, and that is its Workflows. It sounds like a small problem, but when you’re taking screenshots of a dozen sites, the extra clicks to save, switch to your editor, and open the file are laborious. I have several workflows setup in Screenshot Plus that allow me to take a screenshot, save it to a specified folder on my local machine, and then open it in Affinity Photo, all with a single click.

Spark

I get a lot of email, a lot. At one point the influx was so bad I was using multiple email apps to segment it. Yes, I use Slack daily, but it doesn’t eliminate the need for email.

I‘ve been using Spark for around six months and it’s radically sped up my workflow. I’m a big fan of the smart inbox that allows me to compartmentalize email like newsletters, and email that warrants a reply. I like that I can switch to a chronological list if I’m looking for something specific. I love the ability to pin, or snooze messages, which helps me triage my inbox.

Todoist

I’m one of those people who can’t make it through the day without being organized. I need lists and sublists, and I need something native that opens automatically when I boot my Mac, and something that sits on the home screen of my Android.

There are as many to-do apps as there are things to do. When I’m working in a team I’ll use whichever task-tracking system it prefers. But by choice I always use Todoist thanks to its balance of simplicity and power. At this point it’s something of a meta-tool, and the app I open first every morning.

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Sunday, July 26, 2020

Popular Design News of the Week: July 20, 2020 – July 26, 2020

Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers.

The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past week.

4 Design Patterns that Violate “Back” Button Expectations

 

We Designed Something that Couldn’t Work

 

Appydev – Best Hand Picked Tools

 

Dark Mode for all the Things

 

15 Amazing Lego Re-Imagined Star Wars Scenes

 

37 SEO Tips all Web Designers Should Know

 

Medium is not the Home for your Ideas

 

How to Start Designing in Figma

 

Recursive Google Font

 

8 Popular UI Design Trends on Dribbble in 2020

 

Teenyicons — Tiny Minimal 1px Icons

 

Stripe: Building a Developer Cult

 

Fast Design will Kill your Product

 

How to Create a Strong Visual Identity for Digital Products

 

How to Create a Responsive Timeline with Image Thumbnails

 

Reploy – Instant, Shareable Previews of your Product

 

Wavium – Start a Blog and Newsletter in Under 5 Minutes

 

Can a Rebranding Make BMW Immune?

 

Webwaste

 

9 Epic Logo Designs Inspired by Famous Fictional Places

 

Create a Stunning Infographic with these 9 Tips and Tricks

 

How to Create a Web Design Portfolio with no Job Experience

 

5 Essential UX Design Principles that Great Designers Embrace

 

I Don’t Want to Be a Founder and I Don’t Think You do Either

 

Stop Worrying About People Stealing your Ideas

 

Want more? No problem! Keep track of top design news from around the web with Webdesigner News.

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Thursday, July 23, 2020

Case Study: 8 Design Tips That Increased My Ecommerce Conversions By 42% 

When it comes to increasing sales for your ecommerce store, there are 3 levers you can pull: You can increase your average order value; You can increase the amount of traffic to your site; You can increase your conversion rate.

While all of the above are important, the cheapest, most effective way to grow your sales is by improving your conversion rate.

For most online stores, low conversion rates are typically the result of a poor design or a bad user experience. Your visitors may not resonate with the look and feel of your website or they may have problems finding the information they need in order to make a purchase.

In this post, I will walk you through the exact steps I took to increase my desktop conversion rate by 46% and my mobile conversion rate by 39% with my last site redesign. I will also show you how you can apply these same design principles to optimize the conversion rate for your own online store.

Even if your ecommerce business is already performing well, this post will help you achieve even better results.

What Is Considered A Good Ecommerce Conversion Rate? 

Monitoring your conversion rate is crucial to building a profitable ecommerce business. And most analytics tools can help you measure this data out of the box.

Your conversion rate is calculated by simply dividing the number of desired actions by the number of website visitors in a given period. For example, if your website is getting 50 conversions for every 5,000 visitors, your conversion rate is 1%.

Depending on the specific type of online business you run, your conversions may include online sales, email signups, add to carts, or any other KPI you wish to measure. But in the case of an ecommerce store, your primary focus should be your purchase conversion rate.

On average, ecommerce stores have a purchase conversion rate of 1% – 2%. What’s more, experts say a good conversion rate is anywhere from 2% to 5%. This should be your baseline as you measure your online store’s success.

The Conversion Results of My Last Site Redesign

Before we dive into the nitty gritty details of how I improved my conversion rate, here are my overall results and exactly how I conducted my experiment.

First off, I run Bumblebee Linens, an ecommerce store that sells handkerchiefs online.

Because my site gets a ton of traffic from content pages that do not directly convert to sales, I measured my conversion rate based on my most predictable traffic sources.

As a result, all of my conversion data was taken from targeted PPC ad traffic sources like Google Shopping and Google Adwords. After all, my Google ads traffic is very steady and always converts at a consistent percentage.

Before I redesigned my site, the conversion rate for my ecommerce store hovered at around 3% which is above average. But the look and feel of the site was dated and desperately needed a refresh. Overall, the entire redesign took approximately 7 weeks and cost me roughly $1840.

Here are the conversion results from my updated design compared to the original:

  • Desktop conversion rates increased by 46%
  • Mobile conversion rates increased by 26% 
  • Tablet conversion rates increased by 32% 

The remainder of this post will highlight the specific elements of the redesign that contributed to these increases. (Note: I made all of my redesign changes live simultaneously so it’s difficult to determine which specific optimization contributed the most gains.)

8 Ecommerce Design Tips To Optimize Your Conversion Rate

If your ecommerce store is not performing as well as it should, there are many aspects of the user experience that could be negatively impacting sales. Even a seemingly innocuous design choice like your font size or the color of your buttons can have a significant impact on your overall conversion rate.

If you want to systematically improve the conversion rate for your ecommerce store, you should follow these 8 design steps.

1. Use A Consistent and Complementary Color Scheme 

Use color.adobe.com to choose complementary colors when redesigning your website.

A well chosen color scheme can instantly attract a customer’s attention, evoke emotion, and drive users to take action. After all, how a customer feels about your website can be the deciding factor between completing checkout or bouncing from your shop.

A well designed ecommerce store should utilize at least 3 complementary colors that are consistently applied across every page of your website.

If you don’t have a good eye for color, you can use a free tool like color.adobe.com which will help you mix and match different colors that go well together.

For my site redesign, I wanted a modern feel so I chose teal, hot pink, and yellow for my color palette.

I also assigned each color a specific purpose on my site:

  • Teal was applied to give the site a bright, overall color for a young and hip feel;
  • Yellow was used to draw attention to marketing elements like free shipping and special offers;
  • Hot Pink was used for all action buttons on the site.

Overall, every single page of your ecommerce store should have 1 main call to action (using a bright color like hot pink) that guides a customer closer towards checkout.

For example on my front page, the hot pink button “Shop Our Personalized Collection” pops out of the page and catches a user’s attention right away. We want visitors to shop our personalized collection because our personalized products are the highest margin products in our store.

2. Simplify Your Navigation 

Is your menu too complicated? Is your navbar taking up too much screen real estate?

A good rule of thumb for an ecommerce store is to minimize the number of clicks for a customer to add to cart. As a result, you should avoid nesting your product categories in more than 1 level of hierarchy.

If you have too many categories in your shop to display all at once, choose your best selling categories for your main menu and lump your less trafficked categories in a separate tab.

For my store, I decided to use a top-level, hover style drop-down menu as shown in the photo below.

Top-level navigation is one way to organize and display your product categories.

My old design utilized left hand style navigation which took up too much screen real estate. And freeing up the extra space allowed me to blow up my category and product images by 300%. With my new navigation menu, every visitor can add to cart in just three clicks: One click to find a product category; One click to view the product description; One click to add to cart.

Once you’ve designed your menu, pretend that you are a customer and try to shop on your site. Is the content easy to read? Do the important elements pop out? Can you find the information you need right away? Analyzing your site from a customer’s perspective will help you improve your users’ shopping experience.

3. Display Trust Factors On Every Page 

Free shipping, easy returns, and trust are crucial to driving conversions. 

Trust is the most important value you must establish with your customer.

Unless you’re Amazon or a big box store, people have likely never heard of your brand and you have to reassure them that it’s safe to buy from your store.

Due to Amazon’s influence in the ecommerce space, most customers look for 3 things when shopping at an online boutique for the first time:

  • Fast and free shipping;
  • Easy returns;
  • A way to reach customer support.

Displaying your phone number and email address is very important! Adding your store hours also helps to make your site look legit to new visitors. If you don’t have a recognizable brand, customers will want to know that they can reach a real human in case of problems or questions.

In the above image, you’ll notice that I placed my trust factors in the header, so they can be seen above the fold on every single page. We’ve also been featured on the Today show and a bunch of magazines. So I made sure to display this social proof on the bottom of every page.

Don’t hesitate to flaunt your achievements to reinforce trust. 

In addition, customer testimonials provide social proof and credibility to your website. As a result, it’s important to regularly reach out to happy customers for testimonials and endorsements. On our redesigned site, you’ll find the testimonials section right below our press mentions.

Testimonials lend social proof and credibility to your website.

Remember, to generate conversions as an unknown store or brand, you first have to gain your customers’ trust. Make it easy for them to contact you or get a full refund if anything goes wrong with their purchase. By showing a genuine concern for customer satisfaction, you’ll be able to build a solid reputation over time.

4. Emphasize Your Unique Value Proposition

Users spend an average of 5.59 seconds looking at your website’s written content. And in those 5.59 seconds, you must capture their interest or else they’ll bounce from your page. Right off the bat, you must convey to a user exactly what you sell and why they should buy from your store over a competitor.

What’s more, every single page on your site should communicate your unique value proposition. A unique value proposition is a concise statement that describes what makes your business special and outlines what your store does better than anyone else. The best way to show off your unique value proposition is to use an eye-catching image alongside compelling copy.

For example, here’s the first thing a user sees on my home page above the fold:

Right away, a user is shown a large image of one of our best selling personalized handkerchiefs. And right beside that image is a clear and concise value proposition, followed by a call to action to shop in our store.

Displaying your value proposition should not be limited to your home page. We also include our unique value proposition on every category page as well. Overall, you should include your value proposition on every landing page on your website.

5. Optimize The Visual Hierarchy Of Your Product Pages 

Every page on your site should have a single objective. And for your product pages, your goal is to get a customer to add to cart.

When designing a product page, you must apply a logical visual hierarchy to your design. A visual hierarchy is the order in which a user processes information on a page and in the case of a product page, there must be a clear path to your add to cart button with as few distractions as possible.

Here’s a screenshot of my old product page:

As you can see, my old product page is overwhelming. All of the design elements try to grab your attention at the same time and there are many different calls to action that blend together. To improve my product descriptions, I freshened up the color scheme and enlarged my product image by 266%. I also changed the placement of the buttons in a more logical flow.

Here’s what the redesigned product page looks like today:

By adjusting the size, color, contrast, and alignment of the page elements, I now force the customer to process my product information in a set path that leads directly to my primary call to action. For example, the hot pink color draws attention to the “Add to Cart” button over the “Reviews” button. Also, by applying a blue text color and teal background, I reassure customers that shopping with us is safe and risk free.

Overall, rearranging the design elements this way nearly doubled my add to cart percentage.

6. Simplify Your Checkout Process 

With our old site design, we would regularly receive feedback from confused customers who weren’t sure if they needed an account to purchase our products.

Here’s what our old checkout page looked like:

As you can see, there are too many choices. After all, a customer doesn’t need 3 ways to checkout and the choices are a little overwhelming.

Here’s what the checkout page looks like now:

Instead of offering 3 separate options for checkout, I consolidated them all into one and added a separate Paypal option (more on this later). First off, less than 6% of customers create an account so there was no reason to offer account creation as a separate option. Furthermore, displaying a login form was causing more headaches than it was worth because the majority of customers don’t even have an account. As a result, I decided to hide the form altogether by default.

Overall, when you are designing your checkout process, keep these optimization principles in mind.

Principle #1: Remove all unnecessary elements from the page. Don’t make the customer think and hide all elements that are not frequently used.

Principle #2: Display trust logos to assure customers of a secure checkout. In the image above, you’ll find trust logos on the right-hand side of the checkout page.

7. Optimize The Checkout Process For Mobile Users

4 out of 10 mobile users abandon their carts if they have a hard time entering their personal information. People don’t like entering their contact and credit card information using a tiny keyboard. What’s more, small buttons and too many form fields drive away mobile users. 79% of smartphone users shop online with their mobile devices, which is why you should optimize for mobile.

These days, a responsive design is par for the course but you can still screw things up if you are not careful. Here’s what my checkout process looks like on a desktop:

And here’s how the checkout page looks on a mobile device:

On mobile, the user’s cart contents are collapsed so it doesn’t occupy the entire screen. Overall, here were the mobile optimizations I made to checkout:

Optimization #1: Keep Your Checkout Form Short And Sweet

A mobile user should be able to tap buttons on your checkout page without accidentally hitting another option. Also, the buttons should be large enough to tap on a mobile device.

Given the smaller screen size of a mobile phone, keep your checkout form short and sweet with no extraneous options. Also, make sure you turn off autocorrect for your form fields. Otherwise, your phone’s autocorrect feature may frustrate users when they try to enter their address. In fact, we once had a customer get so frustrated trying to type in their city on their iPhone that they called us up and complained in frustration.

To fix this, you simply need to add the following tag to all of your text input fields.

<input type="text" name="name" autocorrect="off">

And to reduce frustration, you should also turn off auto-capitalization and auto-complete by adding auto-capitalization=”off” and auto-complete=”off” to all of your forms as well:

<input type="text" name="name" autocorrect="off" auto-capitalization="off" auto-complete="off">

In addition, for phone number entry, you should always display a numeric keypad as opposed to a regular keyboard:

Optimization #2: Automatically Import Your Customer Data If Possible

The less information mobile users have to enter in, the better. Payment options like Paypal Express and Amazon Payments can simplify the checkout process. These third-party payment processors automatically fill out a customer’s billing and shipping information which reduces typing and increases conversion rates.

To offer a more convenient checkout, I implemented PayPal One Touch, which alone increased my mobile conversion rates by 31%.

Here’s a quick tip when implementing Paypal: Make sure you display the Paypal button early in the checkout process before a user has entered in their information. Otherwise, it defeats the purpose of importing their information! In the first step of my checkout process, I explain each payment option in depth.

These simple changes made a huge difference in my conversion rate. And the number of PayPal users on my site nearly doubled from 13% to 23%!

8. Add A Sense Of Urgency

Most customers like to window shop and the best way to get a visitor to take action is to create a sense of urgency.

Whenever I run a sale, a big yellow countdown timer is displayed on every page of the website.

Note: It’s important to note that we only utilize this timer when there is actually a sale going on. Otherwise, you risk desensitizing your customers or losing trust.

In addition, I also display a countdown timer on the checkout page to create a sense of urgency to complete the payment process:

These extra design elements force a customer to take action sooner rather than later.

Final thoughts

Optimizing your conversion rate is an ongoing process. And testing your results is the only way to track your improvement.

Never go with your gut and always listen to the data. After all, sometimes an ugly site can out-convert a beautiful one.

Regardless, the design tips I demonstrated above will give you a solid foundation to start with. From there, you can further improve your website and optimize your conversion rate through repeated testing and tweaks. Good luck!

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