Michael Smith

I make complex user needs into simple experiences.



Trend One | Quality Content

Developing a strategy to produce quality content is essential to your online commerce success. Whilst this may seem a given, it’s surprising that this is sometimes left as a blurry objective in to many project plans. Actually thinking and planning content around what your users want to see and know about a product is critical to helping increase your conversion (unless you are giving your products away for free).

The opportunity to showcase products in a delightful way is the whole point of Magento web design and should be at the core of any user experience. The content surrounding your business’ story and your product should take special consideration taking advantage of video, quality imagery, customer reviews, social sharing strategies and personalised content which isn’t just copy/pasted from manufacturer sites.

Some examples of websites that create engaging content that drive conversion can be viewed on:

Trend Two | Tiled/Visual Navigation

Users are in need of visual stimulus and motivation to make navigational decisions. Scrolling or flicking down a webpage allows users to see what options they have before committing. It makes their decision easier without clutter and reaffirming their subconscious with why they are shopping for your product or service. Navigation positioned at the top / side of a page coupled with compelling visuals down a page allow different types of shoppers to make choices based on how they like to shop.

Ecommerce sites are implementing preview in the form of tiles. Using image tiles instead of lists cuts down on the possibility of getting lost and gives users a peek of what they’re going to see.

The opportunity here is to cater for visual shoppers which may account for a large percentage of shoppers in a content hungry market. Your visitors will be less inclined to navigate away from the site without completing a desired action. Tiled navigation has the potential to grab the attention of visitors as soon as they interact with your store while keeping them engaged.

Some examples of website that use tiled navigation are:

Trend Three | Flat & Material Design

Designing the UI of a website that is organised with large and interesting type treatments goes hand in hand with flat, clear and speedy performance.

Flat user interface systems are not new and have managed to harness Google to introduce Material Design. This is Google’s own UI system and is now gaining traction with some of the big brands. This considers the ease of development, performance and clarity, better understanding and easy to implement responsive design process.

The best part is, that elements of flat design direct the user’s attention towards the content, hence dropping the bounce rate. The user getting the freedom to focus more on the products rather than on background design. The core approach behind flat design is “less is more”. This trend will continue to grow in 2015.