UX & Design Paradigms

Understand our users

Empathy beats intuition

Before we start creating our user experience, we need to know what experience we want to create. In fact, we need to know why we need to create this experience. In order to do that, we need to talk to and understand our user.

Begin with an end in mind

Before anything is designed make sure goals are specified. What is it we want to achieve, what is the single most important KPI? What is the KPI of this specific page we are working on and how do we think these different KPI's are going to contribute to the greater experience?

Consistency is key

We use a clear visual language to users on all channels and offer recurring solutions. Entire sets of content, hierarchies and functions are structured identically across all devices. We give functions the same name and apply animations in the same way. In this way, we make it easier for users to perform complex tasks and we create a uniform overall experience.

Clarity

Clear terms in unambiguous language help establish clarity when performing a task. We focus on the essentials and guide the user through particular highlights and animations by means of a clear-cut hierarchy. We provide clear feedback to user input and show where a piece of information or state has come from, how up-to-date it is, what it means and how it can be changed.

Details

Details are not optional: they are a fundamental component of our visual appearance. We apply details such as animations selectively so as to create a high-quality, thrilling and hallmark overall user experience.

Show some character

We've set the foundation of our user experience. The final step: Connect to our users. This can only be done in one way, by showing some character.

People have a hard time identifying with code, a device or lifeless designs. The user experience will lift off when a different part of the brain is addressed. This happens when our user realises she or he is not just looking at pixels, but that there's actually a bunch of cool people behind our product trying to tell them a story.