Reactive web pages

The concept refers to web pages that adjust their content and interface based on the flow and actions of its visitor, in order to improve the experience of the user and lead to increased conversion rates.

Such a web page would adapt layout, content and design based on:

  • viewing environment (type:phone, tablet, laptop, desktop; location: home, work, park, coffee shop, hypermarket, etc. )
  • user’s flow in the website (order in which pages and content and viewed)
  • its interactions with user interface components such as forms, videos, image galleries, various content containers

The type of reactive interaction would mainly consist of:

  • adding or subtracting content (text, images, videos, forms or form elements) from current or presumed to follow interface
  • modifying colors, font sizes or visual accents
  • adjusting size, order and other coordinates from a predetermined set of variables

The purpose of designing such reactive web pages is tailoring content to match various types of visitors and offer them the best experience possible in order to lead them to satisfaction and eventually sign up for a service, buy a product, recommend it or merely interact with the presented information in a meaningful way.

What do you think about this approach? Do you have any use cases in mind?

How designers destroyed the world

Nope, this might not be an original bit but I find it so relevant and powerful that I had to share it in its original form. Take some time to let it sink in.

Mike Monteiro makes a compelling case regarding your responsibility as a designer towards your end users, beyond what they might expect. It pertains to professional ethics and imho, it’s one that everyone regardless of discipline, should watch. Closely.

“You are directly responsible for what you put into the world. Yet every day designers all over the world work on projects without giving any thought or consideration to the impact that work has on the world around them. This needs to change.”


The WHY factor

It often happens that the solution you want implemented only manages to suppress the symptoms of a deeper pain.

Allow me to find out more about that pain and cure it properly. That’s my two sentence pitch.

But how do you find that damn “deeper pain” ? Things happen for a reason (or more), you just need to ask WHY.

You don’t need to hire me or another professional to ask the 5 WHYs.

Hell no, you can do it yourself! Here’s how:

This started as a pretty long article but upon reviewing the end papyrus, I thought I should focus on the essence: don’t treat the symptoms of the cold, treat the cause and take better care of yourself. And the product or service that you sell. 

Ask Why more often and a usability angel will receive its wings. And spare you some expenses.