How have UX trends shaped website design and why have some of our favourite homepages changed this year? As 2015 draws to a close, Hamilton Jones gives us some last-minute answers.
For many years, website page design has been dominated by above the fold design, a trend deriving from traditional print media. More recently, with the overwhelming uptake of mobile technology and higher resolution displays, scrolling has become king and the fold is being considered obsolete by many digital marketers.
But let’s not jump ahead of ourselves, as the first part of a website that a user is going to see, above the fold is still a key consideration in website design, particularly for information hierarchy. Good hierarchy doesn’t mean cramming all of your best and most important content at the top of the page, instead it should see information displayed strategically throughout the page to be served to the user at the most appropriate time and in the most accessible way.
Now that reams of information aren’t being put into the first 700 pixels of a page, we are starting to see some beautiful website designs that have a cleaner and simpler aesthetic. Some of the most popular trends of 2015 have been the long scroll pages, tile/card layouts, interactive storytelling, hero images and large typefaces. But different pages call for different approaches to layout and design.
Take for example our homepage. People that land on our homepage could be looking for any of our services, so we need to ensure that we create a story where they can understand our brand, discover what we offer and navigate quickly and easily to the section of the site they need. By introducing a long scroll web page with hero images we are able to serve content about each section of our website as the user moves down the page, providing them with enough information to understand what the section offers, but without giving them so much that they won’t want to read it.
When a user enters one of the landing pages within Information & Support, the layout changes to be much shorter and focuses on click interaction and pagination. Instead of being general like our homepage, these pages are more specific but don’t contain in-depth content, therefore act as signposts to guide the users to specific pages.
Moving down to article level and the pages become very specific. These pages are much longer and often contain a large amount of information. Here we have bigger type-face at the top of the page so the user knows immediately if it is the right content for their needs. These pages also focus on scrolling due to their length, so the user can take in the information without distraction as that is the main purpose of the pages.
Now that 2015 is coming to a close however, it will be interesting to see how website designs continue to change and evolve in 2016, and the changes that we at Macmillan will make, to continue to ensure that our users are getting the best possible experience from our website.
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