Delight, Elegance, and Simplicity Q&A with Motivate Design

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Last month, SiteTuners held a webinar with Tony Brinton and Julia Sloan of Motivate Design, where they talked about the importance of emotions in user experience. We reached out to Tony and Julia, and they answered the most asked questions that day. This is the second of two entries that directly tackle audience questions. Read the first one here

Q: How do you reconcile the concept of simple in an ecommerce world where you have over 100 products? If you have an emotional home page with a single image and one button, where do the visitors go?

A: You can have 1,000,000 products...it doesn’t matter. There is still a simple, clean, and engaging way to showcase them. A homepage can be “emotional” and not have a single image and button - those were just some key examples. Your homepage should serve as your entry point for all customer impressions and interactions. You want to make a good impression, tell them your story, show them who you are and what you believe in - not bombard them with products, badges, copy, links, etc.

Q: Other than general principles like simplicity, do you have a specific set of suggestions to make ecommerce sites fresh and delightful?

A: We feel that too many eCommerce sites are missing opportunities for emotional design on Category Landing Pages. This could be better achieved through rich lead message modules promoting the spirit of brands and categories, and more interesting promotion of featured products/services.

Think about adding content and offers to your eCommerce site that can help you capture leads, which you can then nurture through your sales funnel. Most people don't buy on the first visit, but they may download your shopping guide, how-to paper, etc. Most eCommerce sites don't think about lead generation / nurturing because they are preoccupied with closing sales. Big opportunities are missed as a result.

Nice interaction design that is relevant to your products and enhances people's understanding of them, can be delightful and lead to increased conversions. The way Warby Parker let's you experience their eyewear online is terrific: On models, or by themselves. From different angles. Rollovers to reveal dimensions. A virtual try-on function. All understated features, relevant to the product category, with elegant interaction design applied, resulting in a delightful experience.

Q: Are the principles you talk about more apt for business to consumer? Are people expecting the same web experiences when they shop for personal items as when they are working on a project for work?

A: They may not expect it, but it doesn’t mean they don’t value it or that it wouldn’t help them work better, faster, and happier.

Q: With so little wording, how do you compensate for SEO ratings?

A: Blog postings, linked pages, white papers, etc.

Q: With shopping cart buttons, what changes have you seen with the influence of skeuomorphism- in their design?

A: We see a general trend away from skeuomorphism in the most current, sophisticated UI design. As a result, buttons, such as shopping cart-related buttons (add to cart, view cart, etc.) are becoming flatter, simpler and more elegant. Again, the + Add to Cart" button on Warby Parker's product detail pages is a well-executed example of this trend. 

Watch the FREE webinar with Tony and Julia here.