The biggest challenge in website creation is to deliver an engaging and unique experience. The bar for excellence in User Interface (UI) and User Experience (UX) must be raised to improve the usability and appeal of a website. If users have trouble finding what they're looking for or performing the action they want to take, they're likely to abandon your website and go to your competitors.
Step into the shoes of the user and consider how the user will go through your website. The design of your website should make everything easy for the user. Strike the right balance between what the user wants to see and what the user wants to do.
In-depth knowledge of the target audience is the basis of a great UI/UX design. Before getting into the brainstorming session, you should clearly know who you are seeking and what's important to them. Research your competition for better insights.
The key features of your website should always be placed above the fold. You can't afford to make any mistakes here because this is one area which ties directly to your bottomline.
Too much scrolling irritates users. Break long pages into smaller chunks in an intuitive way. Create tabs and navigation to make it easy for users to move from one section of a page to another. Place catchy call-to-actions to entice users to go to the next page.
Choose a typography which looks simple and attractive and makes reading effortless. A great typography encourages users to navigate through the features and content.
Review the design closely and improve upon it. You may need to test the interface multiple times before you're able to create an experience which makes users feel comfortable and inspired.