Expert insights about web design: 8 things you need to know

Expert insights about web design: 8 things you need to know

What makes web design so important for eCommerce projects?

What makes web design so important for eCommerce projects?

In 94% of cases, the design makes the first impression. That's why it's crucial to prioritize the role of a designer in eCommerce - to ensure your website conveys the right impression that aligns with your brand and entices visitors to do business with you.

A well-designed website creates a positive first impression and communicates trustworthiness, consistency, and reliability. It signifies to visitors that your brand can be relied upon and inspires confidence. Remember, your eCommerce site reflects how you compare to your competitors and how effectively you cater to customer needs. Design plays a significant part in this, although it isn't the sole determining factor.

Design works in harmony with other essential elements that contribute to eCommerce success. Firstly, your product or service must offer exceptional quality. No matter how visually stunning your design is, it cannot compensate for subpar quality. Additionally, the content you present to customers, both in terms of visuals and written copy, must be of high quality. This includes appealing images, accurate descriptions, and engaging presentation.

Furthermore, the design quality itself is crucial. The delivery of your content, encompassing factors like colors, typography, and visual hierarchy, should align with your brand's image and be executed to the highest standards. The combination of excellent products, captivating presentations, and appealing design captivates potential customers and encourages them to engage with your eCommerce site.

Expert insights about web design: 8 things you need to know

E-commerce web design
1. What are the primary goals or objectives that users want to achieve when interacting with a particular product or interface?

What are the main goals or tasks that users want to achieve when interacting with a particular product or interface?

So, the main goal is to achieve results while using the product. That is, the user has needs and requests, and the product should meet all the user's needs! Then it becomes a valuable product that helps achieve the goal and complete the necessary tasks.

It is necessary to understand how everything works in the real world, how the process of interaction between the acting roles takes place, then it can be projected into a product!

2. What modern trends are currently being used for product design?

In general, I am guided by the needs and requests of the user (which can include all involved personas in the product). First and foremost, it is necessary to understand the processes and only then design the product. Of course, it is important to observe and adopt existing behavior patterns in the product, but it is crucial to base design decisions on truly high-quality products that are already working and helping users in product usage. There are ready-made and quality solutions available that can fulfill all user requirements. However, one cannot apply the same solutions to all processes because each product is unique!

3. How can design improve the overall user experience and enhance their everyday life?

Design should help users function in the real world because if it doesn't, the product holds no value for their lives. Therefore, development needs to be logical and consistent in its actions to avoid chaos within the product. It should be fast and intuitive to use!

4. What emotional connections can be established between the user and product design to create an unforgettable and appealing experience?

To achieve this, it is necessary to go through the user's journey within the product to understand their interaction behavior. Design can evoke various emotions and impose a certain load on the user. People always think, perceive, and react. Therefore, when working on creating a product, application, or anything else, it is essential to consider the cognitive reactions of individuals. Both positive and negative emotions can yield the desired result.

While working on a project, don't forget about micro-interactions. They make the design more interactive and personalized. Microinteractions are events that provide feedback to the user, making their experience on the website or application interactive. Examples of mimicro-interactionsnclude swipe gestures that replace clicks, animated buttons, unusual tutorials, emojis, and sounds—anything that helps the user understand the outcome of their interaction with the product.

A prominent example is Apple, which triggers screen vibration when an incorrect password is entered. This micro-interaction mimics human gestures when someone dismisses or rejects something, creating a strong connection with the user.

5. How can product design balance simplicity and complexity to satisfy the experience of both novice and experienced users?

There are numerous products on the market serving specific businesses, aiding in their operations, and generating profit through their offerings. Each product has its own target audience. The first principle of interface design is accessibility. The interface should be accessible to all users, regardless of their physical abilities. For example, a website should be accessible to people with visual or hearing impairments, as well as those with limited mobility, and so on.

Regarding the functionality of the product, there should be a balance between simplicity and complexity in the decision-making process. To achieve this, it is beneficial to utilize existing solutions available on the market and complement them with additional features. Such systems are easier to use and interact with.

By incorporating accessible design principles and leveraging existing solutions while introducing enhancements, product design can strike a balance that caters to the needs and preferences of both beginners and experienced users.

6. What problematic issues do users of digital products encounter? Identify the main mistakes made by product designers.

The most common problems users face when using digital products are improperly designed interaction processes, a lack of understanding of the product's functionality, and unclear goals and tasks the product should fulfill. The product should provide assistance rather than confuse users. Many users get lost in the product and fail to reach their intended destination. The main mistakes made by product designers include:

- Poorly designed product development process;

- Failure to adhere to established patterns and solutions;

- Lack of understanding of interface structure;

- Poor communication with the product development team.

7. What is the most important information or functionality that users should notice?

The most crucial aspect is incorporating what is commonly known as "hints" into the design, which contains essential information for the user. There may be various complex functionalities within a product, and it is necessary to help users understand what they are and how they work. To make information noticeable to users, it is important to establish a proper user journey and process, as well as apply appropriate product development patterns.

8. How can design be tested and its effectiveness assessed for a specific product?

To achieve this, one can utilize A/B testing.

A/B testing, or split testing, involves comparing two versions of a webpage or application screen to determine which one performs better. The research is conducted on representative samples of the product's target audience (those who are expected to use it). So, if you're unsure which color button will be pressed more frequently, conduct A/B testing with different variations on a sample of 50+ users.

Top 7 web design trends that will be relevant in 2024

Some of the web design trends in 2024 will evolve based on current design tendencies. However, others will be reactionary. Additionally, we may witness entirely new shifts in design trends, rather than a continuation or transformation of old ones.

In this post, we'll explore seven emerging web design trends. By incorporating these trends, you can make your website more appealing to clients and establish a more attractive online presence.

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  • AI-generated designs

In 2024, the amalgamation of generative art and AI within web design stands as a catalyst for transforming the digital landscape. Over the last two years, there has been a widespread emergence, accessibility, and adoption of AI-generated designs, and this momentum is expected to continue shaping the realms of digital design even further.

The utilization of AI to craft custom graphics derived from user data and design systems introduces a novel dimension of personalized user experiences. Instead of uniform content for every user, websites will now feature dynamic and evolving content tailored to individual preferences, providing designs that are distinct and pertinent to each user.

According to Quinnton Harris, Co-Founder and CEO at Retrospect Studios, "Generative art using AI is going to be a huge trend in 2024. We're going to be able to see more custom graphics per user just because you can generate, based on a design system, richer palettes and things that are very specific to user data."

AI design tools not only have the potential to significantly reduce design timelines and associated costs but also offer users exceptional and personalized experiences based on their behavior and preferences. These tools are proving to be invaluable, particularly for those with ambitious ideas seeking support in bringing their design concepts to fruition.

  • Parallax scrolling

Parallax scrolling involves the background content moving at a different speed than the foreground content, creating a visual illusion of depth and a more dynamic overall experience. This subtle yet impactful design decision enriches storytelling, directs the user journey on the website, and boosts engagement through a distinctive and interactive user experience.

While not a new concept in design, parallax scrolling gained immense popularity roughly a decade ago. However, in 2024, it is making a comeback with a modern twist. Unlike the static designs and imagery of the past, contemporary parallax scrolling now incorporates more live and video content.

This resurgence is not just a nostalgic revisit to a former trend; it's a revolution driven by cutting-edge technology. The infusion of live content, video, and dynamic imagery into parallax frameworks addresses the growing demand for interactive and visually stimulating web experiences.

  • Kinetic typography

Kinetic typography involves animating text to captivate attention and dynamically convey messages. This trend transforms text from a mere vehicle for information into a visually engaging element. With the widespread availability of user-friendly design tools and a cultural shift towards more vibrant, dynamic content, kinetic typography is set to redefine the visual appeal of web design, transforming pages into experiential rather than purely informational spaces.

In 2024, the evolution of kinetic typography is anticipated to bring greater interactivity, responding to user actions and seamlessly integrating with other design elements for a unified and immersive user experience. Its significance will be particularly pronounced in narrative-driven designs, such as landing pages and campaigns.

This trend is positioned for enduring popularity because of its capacity to enhance accessibility and inclusivity. As websites cater to a global audience, kinetic typography introduces a level of simplicity, readability, and comprehension, contributing to a sense of balance in web designs.

  • Microinteractions

Microinteractions encompass small, user-triggered elements within a website, responding to actions like hovering over a button or clicking an icon. While subtle, these interactions significantly enhance engagement and the intuitiveness of the user experience.

We foresee a transformation in micro-interactions beyond mere visual feedback. Anticipate these interactions becoming more tailored and context-sensitive, adjusting to user behavior and preferences for a heightened immersive experience.

In recent times, websites have become excessively animated and interactive, resulting in a detrimental and inaccessible user experience. Microinteractions step in to counterbalance this trend by introducing enjoyable and meaningful user interactions that complement, rather than overshadow, the website's content and design.

  • Hyper-Minimalism

Here's another trend in web design that, in my opinion, reflects a bit of a reactionary approach. Instead of fully embracing the avant-garde and boundary-pushing styles inspired by the age of AI, some brands might take a step back and say, "that's enough," opting to return to the fundamentals.

Hyper-minimalism won't involve creating websites that lack color, imagery, or appeal. Rather, it will revolve around embracing white space, allowing it to provide visitors with the room and time to breathe, absorbing everything.

Not every brand will adopt this trend, but I anticipate seeing it frequently on the websites of local businesses, as well as those of individuals and entrepreneurs.

  • Hand-Drawn Logo Elements

For a bit, it seemed like a bunch of logos were getting too digitalized, undergoing that flat, simplified treatment. Initially, the big tech companies led the way, and soon everyone else jumped on the bandwagon.

In 2024 and moving forward, we're witnessing brands stepping away from the digital flat logo and leaning into something more authentic and relatable. In some instances, a hand-drawn element might be a letter or shape within the logo. Alternatively, the whole logo could have a hand-drawn appearance.

  • Toggle switch

While toggle switches have traditionally been associated with mobile sites, designers are now seamlessly incorporating them into desktop experiences as well. There's a playful aspect to this functionality, exemplified by the soundtrack site for the Barbie movie. Here, a simple click on a CTA switches between Barbie's and Ken's views of the special edition vinyl album gift set available for purchase.

Toggle switches not only bring a playful element but also serve practical purposes. For instance, Lusion Lab incorporates them for switching between list or grid mode, while Contra offers the choice between dark or light modes.

This flexibility enables a site to cater to different audiences, enhancing both its overall accessibility and interactivity. In 2024, we anticipate witnessing an increased prevalence of this trend, as desktop interfaces continue to integrate design elements typically associated with mobile platforms.


Web design holds significant value in modern eCommerce projects, surpassing mere aesthetics and visuals.

The profitability of an eCommerce company relies heavily on effective web design solutions. It is crucial to recognize that a poorly designed website can potentially harm your online business. If you have been inspired by our article and are seeking web design solutions, we are here to assist you.

Our team of web designers possesses the expertise to enhance the profitability of your eCommerce store and attract a growing customer base. Take action now and embark on the path to eCommerce success by applying today.

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