All of us have come across popular web applications that offer impressive features with great UI, but fail to concentrate on small details. Say for example, handling the onboarding experience. Let us further narrow down to sign-up forms. Do you remember the last time when you stumble upon a sign-up form for a web application? Was it easy to get through? Or by any chance did it totally annoy you?
There are so many sign-up forms that we come across on the web. We find some of them to be easy while some are frustrating. When we say easy, it means that we have felt good about the onboarding experience and enjoyed becoming a full-fledged user of that specific application. When we find the form to be frustrating, we drop out right there and tend to jump to some other site that provides a better experience. Yes, sign-up forms are one of the important screens that act as the entry point for the user to access our site or application. It is crucial to design it with utmost care so that we do not hold them for a long time or frustrate them in the first place, affecting the conversion rate for our application.
Having designed a huge application with whole lot of awesome features for the users that are highly usable, designing a sign-up screen is not a challenging task for the designer. But there are cases with a huge drop in conversion rates because of poorly designed sign-up forms. Why? Because there is no attention to detail!
Being a UX designer, we work to get the overall picture of all our assignments. Be it designing a complex application for a high profile client or adding a new feature in our own intranet application, we believe that the big picture matters. We conduct stakeholder interviews to understand the business needs and the application goals. We conduct research about our users, their needs, and the pain points with the current design. We get back to the work flow and iterate it to simplify each task. We sketch out prototypes. Iterate. We provide rationale and finalize the best design solution for a complex use case. But when it comes to minor screens like the sign-up forms, which we were discussing above, the lack of attention to detail results in frustration and dislike of the product. The big picture is important, but at the same time, the detailed picture too is crucial. Our design solution should handle these finer details existing in between the complex features of an application, which are controlling the moment-to-moment experience for the end user. Designing these details helps in achieving seamless interaction. Focusing on one interaction at a time and providing the best design for that particular moment is important. As a result of this the user gets a smooth feeling of accomplishment in the end.
Applications with well-designed interactions for both complex features and simple ones is a powerful combination that ensures a truly great user experience. It is all about designing for moments rather than for complex systems. It is just that we need to be extra cautious and design every small thing, leave nothing to chance. This level of accuracy and the care that is shown in the crafting down to the last pixel means a lot to the user. It excites them and make them feel that the designers are courteous towards them. And this is what we all want the users to feel, the fulfilment. In the end it is this that we tend to achieve! Delighting our users by focusing on all the tiny orchestrations is essential!