This is the last part (out of 8 articles) of the article Digital marketing and consumer rules
The quality of experience of the user is, in part, in the simplicity of it. It requires a lot of creativity to make something complicated to look simple. It is effortless to make something look, or be, complicated to use.
I can mention here the website of an advertising agency where some images, like icons, appear loose on screen, without any fixed position, and distributed randomly. Nothing indicates what to do, but if you click in one of those images, a screen jumps up, showing, for instance, the cities where the agency has offices in. When you click on a city, a picture of the office appears on the screen, floating. No names or even an idea of what to do with that. But if you click on the image, a third window, unlike the others, appears with the address of the office. This example illustrates what not to do because it is not simple, natural or even functional.
Demand the user to guess or test where to click to obtain a piece of information generally leads most users to give up browsing. To create four visual experiences completely different stops the browsing to be intuitive. Finally, to make the user click three times to obtain a simple contact to your company is three times more likely to make him not to.
So when we talk about user experience accessing websites and apps, we must use the strategy known as KISS (Keep It Simple, Stupid), meaning, keep the site simple. Simple doesn’t mean ugly, poorly made or without any creativity. It doesn’t say without graphic design and visual appeal. On the contrary, create a creative space, with visual appeal, attractive design, new functionalities, but be creative and make it all look simple, intuitive and natural to the consumer.
Simple is modern, beautiful and attractive. But don’t fool yourself. It is harder to make something look simple to the user, then create something crazy that only you understand.
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