Here are some interesting finds on UI/UX of the week!
Breadcrumbs. Another impeccably detailed article from the Nielsen Norman Group, focused on breadcrumbs, and their particular usage, applicability across multiple platforms. It’s a particularly relevant item, since it crosses B2B and B2C segments/products, and also a multitude of experiences that should be omnichannel driven, in terms of consistency, seamless experience and ultimately, product delight. Highlight of the article includes:
“If users reach a deep page after traveling from the homepage through all the ancestor pages of that page, they will have a fairly clear understanding of where they are in the site’s information hierarchy. But when they skip some of these levels (for example, because they arrived to the site by clicking on an external link such as a search-engine result), breadcrumbs orient them and help them find their way to other, possibly more relevant, pages. A deep page typically shows content on a relatively narrow, specific topic, but the breadcrumb trail can lead users to more-general content in the current page’s parent and grandparent nodes.”
Brand Sameness on Instagram. Very interesting article from Fast Company, detailing how many companies and their branding is coming across very similarly on social media. The article focuses on how a lot of these companies are aiming to remove the onus of choice from the users (which, according to Hick’s law, the time to make a decision increases with the complexity and variety of choices provided to users). It’s a very interesting article on the impact of branding, and its perception across multiple form factors/devices. Highlight of the article includes:
“This new generation of Instagram-first startups tends to have quippy names and ultra-simple, sans serif wordmarks. In this sense, they actually have a lot in common with digital brands like Google, Airbnb, and other tech industry brands that are all looking more similar. Startups and tech giants alike are all moving to simplify their logos in order to make them legible in app windows and smartphone screens.”
Unsubscribe Pages Best Practices. Very pertinent article on how to build effective and engaging unsubscribe pages. Within a product journey, and subsequently user journey, there’s always the eventuality where users will want to stop listening or engaging with that brand. Unsubscribe pages can be an exit, but also an opportunity to understand better the customer/user and what they want from their notifications/engagements. This article provides some great case studies and examples currently on the market, with winning strategies. Highlight:
“Ideally you would want to get to know your subscribers so you can tailor emails specifically for them. But if your user finds themselves on this page, then there is a good chance that you didn’t spend enough time understanding their wants and pain points. People don’t really want to be bombarded with emails and information they don’t really care about. So the key is to not only craft a carefully curated message but also take the time to engage and inform your subscribers by giving them what they want.
If a customer chooses to unsubscribe from your email campaigns, they usually have a good reason for it. Understanding their pain points will help you personalize your emails so that your content reaches the right people at the right time. By keeping their exits memorable, you are opening up a possibility for them to come back.”