Here are some interesting finds on UI/UX of the week!
Scrolling and Attention. Interesting article from the Nielsen Norman group, focused on studies surrounding people’s attention and scrolling. The article specifically addresses the fact that most users focus on the information above the fold, disregarding most of the time the information that sits below it. Highlight of the article includes:
“We’ve seen that the content above the fold received most attention (57% of viewing time); the second screenful of content received about a third of that (17% viewing time); the remaining 26% was spread in a long-tail distribution. In other words, the closer a piece of information is to the top of the page, the higher the chance that it will be read. Individual reading patterns confirm this finding. Many users engage in an F-pattern when they scan a page whose content is not well-structured — they tend to look more thoroughly at the text placed close to the top of the page (the first few paragraphs of text), and then spend fewer and fewer fixations and time on information that appears low on the page.”
UI Colors and Conversion Rates. The focus of this article is centered around the impact of color, in sales conversions. The article provides best practices on how to make color choices for whatever product is being considered/designed, and how that improves the overall experience being created. Highlight of the article includes:
“Color is a form of nonverbal communication and when we choose certain colors, what we’re really doing is communicating a message. The meaning of these colors are rooted deep within our subconscious. A debt and money app that’s entirely in red may be sending out the wrong kind of message. A quick look at the best budget apps shows light blue and green as the most popular UI colors. We’re not saying that red is evil and should be avoided at all costs. Colors aren’t evil. But the way we use color can change a user experience drastically.”
Does your Product Solve Problems. Great article from Katie Cerar, detailing a case study of how through a lengthy process, her team managed to understand the issues they were setting out to solve. As in most situations in Product Design, understanding what you’re trying to solve and achieve is crucial. Researching, gathering data, unveiling who the actual users are, is of adamant importance. Highlight:
“After identifying the basis of our risky product idea, we tried to disprove it as fast as possible using data that was already available. We’d only invest in digging deeper if we were unable to disprove them. To start, we gathered what already existed from other research and feedback, and talked to user-facing teams to hear about patterns they identified. After being unable to disprove our hypotheses with easily available data, we created a plan to fill in the gaps. We gathered the broader team and brainstormed all the questions we had and all the things we wanted to know. We put them on a wall and clustered them into themes. Now we could see where research was most needed.”