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User experience design isn’t just about building wireframes and Photoshop mock-ups. It extends to areas that you wouldn’t necessarily think are part of the discipline.
For example, your customer service department can have a huge impact on your website’s overall user experience. Similarly, the design of your user experience could have an awfully big effect on your customer service department. Of course, not all of your users will interact with the customer service department, but for those who do, their experience can improve or destroy the customer relationship.
Metrics can be a touchy subject in design. When I say things like, “Designers should embrace A/B testing” or “Metrics can improve design,” I often hear concerns. Many designers tell me they feel that metrics displace creativity or create a paint-by-numbers scenario. They don’t want their training and intuition to be overruled by what a chart says a link color should be.
These are valid concerns, if your company thinks it can replace design with metrics. But if you use them correctly, metrics can vastly improve design and make you an even better designer. First, when I talk about metrics, I’m talking about making use of a couple of very specific tools, i.e. user analytics as well as A/B or multivariate testing.
I read a lot of design articles about best practices for improving the flow of sign-up forms. Most of these articles offer great advice, such as minimizing the number of steps, asking for as little information up front as possible, and providing clear feedback on the status of the user’s data.
If you’re creating a sign-up form, you could do worse than to follow all of these guidelines. On the other hand, you could do a lot better. Design guidelines aren’t one size fits all. Sometimes you can improve a process by breaking a few rules. The trick is knowing which rules to break for a particular project.