Goran Paun, Creative Director of ArtVersion design consultancy. We craft ideal user experiences for the world’s most innovative companies.
I’ve noticed that website designers often overlook or completely misunderstand usability, frequently attributing page errors to user mistakes rather than design flaws. With the growing use of third-party automation tools like website builders, marketing modules and quick-fix template solutions, achieving true web usability has become more complex. While these tools offer convenience and visually appealing designs, they often fall short of delivering the thoughtful execution needed for a seamless user experience, especially when you use them together. The result is websites that may look okay but lack the functionality, accessibility and engagement necessary for genuine usability.
Working on various web design usability tests, I’ve repeatedly noticed a flashy trend: the overuse of stimulative elements like page takeover carousel sliders and overlays that often undermine the main purpose of a webpage. Every day, in some capacity, I address these issues for our clients, fixing accessibility problems caused by poor design choices and complex usability challenges due to a lack of technical expertise. These flashy elements and gimmicks, intended to capture attention, frequently fail to improve usability and often do more harm than good by competing for user focus and complicating navigation.
Let’s explore how you can create true website usability.
Grab Users’ Attention Without Creating Confusion
Leading design and development projects, I’ve observed how visual aesthetics, often following trends, can be disconnected from a website’s technical foundation. Sliders, often placed at the top of webpages, can split user focus, hide important information and suffer from poorly executed navigation, causing visitors to overlook key content. Overlays obscure what’s beneath and can dominate screen space, especially on mobile devices, often creating cognitive overload and making the site feel cluttered. You may think that all of this started with web modals, which were originally designed to appear only after a user’s action or inactivity, focusing attention on one task without surprise.
Historically, modals were used for necessary prompts like “Your session is about to timeout. Do you need more time?” or “Are you 21 or older?” However, nowadays, modals are misused for chatbots, subscription pop-ups and discount boxes, straying far from their intended purpose. The best practice is to never display modal components automatically or force users into a marketing funnel. Use modals sparingly and never for marketing, as they interrupt the user experience by demanding attention.
Rethink Design Dependencies
To enhance usability, it’s essential to move away from design dependencies and embrace more intentional, user-centered approaches that emphasize simplicity and clarity. By replacing sliders and motion-heavy elements with static, focused visuals and straightforward calls to action, you can engage users more effectively without forcing them to navigate through multiple layers of competing content.
Replacing intrusive modal-type marketing pop-ups—especially those without a close button—is vital. Consider alternative signifiers that respect the user experience.
Accessibility widgets on the lower left and chatbots on the lower right can overwhelm users, especially when they can’t be dismissed easily. Instead, consider nondisruptive methods like inline banners or embedded calls to action that maintain usability and allow for a more accessible interaction.
Balance Visual Appeal With Technical Function
True usability requires a thoughtful balance between technical execution and visual design. The trend of flashy elements like sliders and pop-ups often leads to cluttered and confusing interfaces that disrupt user engagement rather than enhancing it. Before following what others are doing, assess whether these elements genuinely enhance the user experience and serve your audience’s needs.
Prioritize simplicity, promote accessibility and celebrate clarity by eliminating dependencies that compete for visual attention and instead focusing on only purpose-driven design that’s backed by technological best practices. Organized layouts guide the user’s eyes to help them navigate information and comprehend the message more easily. With clear calls to action and structured technical functionality, you can direct user interaction more naturally.
By aligning these best practices with design standards, you can make sure your website better serves your audience and delivers a truly intuitive browsing experience.
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