Here are some interesting finds on UI/UX of the week!
How Design Companies Market Themselves. A very interesting look at how a few Design/Technology companies made their presence and footprint on the market well known, and the tactics behind their strategy. The article specifically showcases Invision, Canva and Icons8 Photos as case studies. The author addresses topics such as Inclusivity, Ubiquity and Thoroughness, which translates into actions such as strategic partnerships, product suites and features that encompass the lifecycle that their clients embark on, and the list goes on. Highlight of the article includes:
“The goal here, it seems, is to cover all the stages of the design process and present either a tool or an extension to aid those. InVision also created a $5M Design Forward Fund to seed startups that will help expand the functionality of their tools even further via plugins and integrations for InVision products. All three of the narratives, Inclusivity, Ubiquity, and Thoroughness are deeply interconnected. Strategic partnerships of Inclusivity help attract new users while enabling InVision to form more connections during the design process in organizations at its earliest stages. Ubiquitous channels of marketing not only raise brand awareness within the design community but also encourage existing users to evangelize the tools even further among their colleagues and clients. And so it goes.”
KPIs and Web Content. Another compelling read from The Web Designer Depot. This particular article focus on measurable KPIs (key performance indicator) that occur in different digital products. The author goes into detail surrounding what KPIs to track and pay close attention to, always making the distinction on micro-conversions, sales conversions, as those align with the revenue generation that is ultimately the goal for these products. Highlight of the article includes:
“For most websites, the ultimate goal is revenue, whether it’s gained via ecommerce or via generating leads that close into sales. That’s your ultimate goal, and revenue should be the ultimate KPI you use to track the success of marketing campaigns. But it doesn’t necessarily make sense to track each content piece’s performance based on the ultimate KPI (revenue). As mentioned above, you’ll likely have different KPIs for each step of the sales process — these are often called micro-conversions or KPIs. But always keep an eye on how your micro-conversions relate to your ultimate goal. If you’re seeing good results achieving your micro-conversions but you’re not achieving your ultimate goal (i.e. revenue) that’s a red flag that there’s a problem with your campaign targeting or strategy.”
Importance of Voice Search. With the popularity and further development of voice driven UI and products, this article is particularly relevant, since it tracks the demographics and usage of this type of functionality across search interactions. It also sheds light on devices where this type of interaction occurs most frequently, privacy concerns surrounding it and where do users see search in general evolving in the future. Highlight of the article includes:
“In terms of where voice searches are usually done: 42% of users generally use voice search when they are at home or in the office, and 30% of users prefer using voice search when they are on the go. Only 27% indicate that they use voice search both at home or work, as well as on the go. However, 56% of respondents indicate that they prefer using their mobile devices for voice search over smart speakers at home (30%). This may indicate that respondents are more likely to adopt voice search habits when those capabilities are built into devices they already own, such as voice-enabled mobile devices. Access to voice-enabled devices may be a barrier to adoption, or some users simply might not want to buy them for their homes due to privacy concerns, price or other reasons.”