5 top tips for asset manager websites

1. Do User Research & User Testing

2. Plan the Structure & Navigation

3. Be Aware of Design Principles

Design principles are universal design truths, and if used correctly, can ensure the website being designed is of a high standard which the user can effortlessly follow and flow through.
Some examples to keep in mind when developing your website are:

• Perceivability – is your website perceivable? This means users should be able to figure out just by looking at the website what it is, what it does and how they can use the website. It is important to note that a user can’t be forced to learn how to use your website.
• Predictability – The user needs to know what they will get from your website. Will it achieve their goal? If the website is unclear or confusing, the user is less likely to invest their time on your website.
• Affordances – Ensure all actions/controls (links, buttons, tabs, check boxes etc) have a strong visual clue to allow the user to immediately recognise how something works, what they should do or what they are expected to do.
• Follow conventions – Conventions are established ways of doing something, that the user is familiar with, and makes a process easier to follow. Do not force the user to learn new skills, wasting their time if it is not required.
• Feedback – Provide feedback messages/distinct subtle messages to the user. This can be for actions successfully completed or for actions which remain to be completed. i.e. a cursor to show an input field is to be completed, and specific message or even a tick or cross.

Keep design principles clear, visible and understandable to your users.

4. Don’t Overlook Design Patterns

Digital patterns are useful tools and techniques that make your information/content and user actions stand out. When done well they can help the user flow through your website effortlessly and create a better user experience.

Some examples to consider are:

• Chunking – a process which allows you to process more data, faster and more efficiently and to allow the information to be memorised more easily. In essence it is when actions/details are sub-divided into smaller more manageable sections making them easier for the user to digest.
• Alignment – An aligned and orderly interface is easier for the user to understand and follow, and in turn providing an easier and more enjoyable experience for the user. Keep your interface orderly, with a simple flow to its nature i.e. from top to bottom, creating a simple and logical path for the user to follow.
• Call to Action – every screen on your interface should have a purpose. If the screen requires action from the user, then it makes sense to make this action as clear as possible for the user to allow them to clearly understand what is required of them. A call to action should indicate to the user what they are required to do, and it should tell the user what will happen next. Affordance is key here to make this information clear to the user.
• Visual Hierarchy – This is a technique to indicate to a user which elements on a screen are most important or that require action. For example, making text stand out or by highlighting an input field.

Keep design patterns simple, structured, visible and understandable to your users.

5. Evaluation

Remember to evaluate your website, and often, does it adhere to user experience best practice or not? Remember, evaluation is not a substitute for in-depth user research and testing, but it can aid in identifying where within your website may be letting you down or not performing well.

Below is a table of important heuristics to consider when evaluation a website and assessing if a website meets user experience best practice.