Article

Suzy Coulson
Suzy Coulson 2 December 2015
Categories Data & Analytics

5 Tips To Maintain The Balance Between Form vs Function

Dynamic functionality has become an integral part of web design as consumers jump between desktop and mobile devices.

We’ve come a long way from the days of static and even flash powered websites. Dynamic functionality has become an integral part of web design as consumers jump between desktop and mobile devices.
 

But is this change in website design resulting in an efficient and positive experience for the consumer?


In research conducted by Global Reviews assessing the effectiveness of researching and purchasing goods and services online, it is quite often found that consumers are reaching the correct product pages, but not finding – or realising they found – the information once they get there. This is then leading them to continue fishing through the website in order to find what they’re looking for, thus undermining what could otherwise be positive online experience.


So with that we bring you:

5 tips to maintain the balance between form vs function

 

1. Ensure the process and next steps are clear – guide users with verbal and non-verbal communication
Functionality differing from standard navigation is fine, however it needs to be matched with strong communication to help consumers navigate this new style.

2. Clearly communicate filtering options and tie back to customer needs and choices
Dynamic filtering certainly has benefits, but it can only enhance the experience if it’s clearly communicated and understood. If consumers are filtering product options, clearly explain that options are not available due to the users’ selection – consider showing message on hover, dynamically moving to available products, or hiding unavailable options. Explain that you’re eliminating these options to better meet their needs.

3. Ensure icons do not inhibit message communication
Excessive use of obscure icons to communicate complicated messages can leave customers confused particularly when it comes to comparing product options. Icons are perfectly fine to use, just be sure additional details are evident and easy to find.

4. Make access to more details and options to tailor highly visible
Ensure advanced options and required actions are easily understood and highly visible. Be mindful that customers do want finer details but don’t want to be overwhelmed with information, so be sure to get the balance right.

5. Balance additional functionality, designers aspirations and ease of use
Don’t shy away from improved functionality and beautiful websites, but make sure that a good customer experience always trumps sexy and cool!


Embrace additional functionality and your designer’s aspirations, just be sure to balance that with ease of use to maintain the fine line between form and function.

 

 

5 Tips to Maintain Balance Between Form vs Function

 

 

For further details on these tip and how they apply to real life websites, view our Health Insurance Webinar recording.

 

Visit our reports library to download FREE research reports or contact us to find out more about our research programmes.

 

Original Article

 

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more