Earlier this week, the Media Junction team visited the Minneapolis Community & Technical College's portfolio show. Many graduates of the program have worked at Media Junction and Jeffrey Smith, our head of Development, was speaking about his experiences since graduating from the program.
While talking to talented soon-to-be graduates, I started thinking about the advice I'd give them as they start their first jobs in as designers.
The world of website design is very different from when I founded Media Junction 18 years ago with my father. At that time, Google didn't even exist! But even though the technology and search algorithm change, the basics don't.
Here are seven things every young website designer needs to know to be successful:
1. Always think about the end user.
As a designer, it's easy to get wrapped up in your design. Try to stay objective.
If you are not the demographic for the website you are designing, you have to remove your tastes from the equation. You need to create the design through the eyes of the end user. If you can do this, you will be a successful designer.
2. Website performance matters. Design for it.
Respecting the end user's time should always be in the forefront of everything you do. If your web page takes too long to load, the end user might not have the patience to see the page you designed. Think about that....always.
Back in days of dial-up, I often had time to change my laundry while waiting for a website to load. That's laughable today because Internet speeds have increased so dramatically. But as page load times have decreased, so has patience. Today you only have three seconds before a website visitor gets impatient.
You can keep page load down by not using background videos, minimizing the amount of fonts, and by keeping jQuery elements to no more than two per page MAX.
3. Design should enhance the content.
Your goal as a designer is to set the user up for success. When someone comes to a website, they have goals in mind about the information they want to learn.
Remember always that the user is not on your website for the design. They're there for the content. Don't let your need for creativity penalize the website visitor. They already know what they want and so should you.
Invest time understanding the goal for each page you are designing. READ the content. It will help you determine the end user' needs so your design will help them achieve their goals.
4. Expect opinions. And be ready to stay calm.
As a web design professional, you've trained hard to get to where you are today. Yet the day will come when your clients will tell you how to do your job. It will be the most frustrating moment - but you can't let your ego get the best of you.
Ultimately, the role of a designer is to solve problems. When a client comes back to you, use your expertise to explain a design choice. If you don't have a reason for a design choice questioned by a client, then listen to them. They could have a point, and they are likely seeing something you missed. It happens.
5. Ask questions when questioned.
Design is solving problems, not creating them. Don't let your ego get in the way, stay passionate and reasonable.
If a client questions a design choice, ask questions back to find out why. Your clients know their customer and they might be seeing something you missed. (Or that didn't come up when you talked about their buyer personas.)
If you listen carefully to their answers, you can quickly learn if changes are needed to better appeal to their customer. Not every client's opinion will be good, but the only way to hear the good opinions is to listen.
6. The little things DO matter.
Focus on the details. If a design element is a pixel off, fix it. The key to great design is consistency.
At Media Junction, "push past mediocrity" is a key part of our Culture Code. We constantly push ourselves to make sure everything is done to a high standard.
When you're designing a website, ask:
- Is this the best I can do?
- Have I zoomed in at 1000%?
- Have I checked both the vertical and horizontal alignment?
A pixel matters. Take the time necessary to do it right even if you blow past your scope. If you want to be respected by other designers, it's important to never do anything half-assed. Designers will see the flaws and judge you. Even more importantly, your client is paying for a professional product. Make sure you deliver.
7. Good design is rarely seen, it is felt.
When someone goes to a website, they form a first impression that sets the tone for their future interaction with that company. A badly designed website causes an involuntary recoil. "That company is gaudy." "They're out of date." "They're the online equivilent of a used car salesman." "Are they even real?"
On the other hand, an amazing website starts customer relationships off on the right foot. Think about the last time you went to a small, no-name brand's website and went, "Whoa, this is really nice!" You probably gave them more of a chance to win your business because you were impressed.
When you discuss a website design with a client, go beyond appearance to discuss emotions.
Ask your clients:
- How do you want your customers to feel when they arrive on your website?
- How should they feel after they leave it?
- Does this design element help us achieve that feeling?
The field of website design is always changing, but if you follow the principles above, you'll always be able to create amazing websites that make your customers happy.
Think you have what it takes and live in the Twin Cities? Send us your resume - we are always looking for talented designers. Check out our Culture Code
