The Role of Design When Content is All That Matters

As what we always say, content and design should complement each other all the time. However, we also encounter interfaces that content matters more than anything else, where it comes to the point that the creators of these apps and websites don’t bother with the design. Some examples include image depositories and video streaming apps. It seems like the notion of these services is that as long as users can upload, find, download, or play the photo or video, then all is good. For them, content is king, never mind the design of the ‘container’.

 

In these instances, when there is little consideration to the look and feel of an interface, you may be thinking, if content is king, then why bother? But even with user-driven applications, design still plays a big role. The way people interact with content constantly evolves, and user-centric design can make a big impact in helping both customers and brands benefit from it. Read on to find out how.

 

Business tactics

For online depositories and streaming services, users often already know what they want to do or are looking for upon visiting a website or opening an app. Business strategies include wanting these users to explore more options and try other offerings. That’s where design comes in. Design can influence the users’ decision-making to the advantage of the business.

 

Let’s use the video streaming app as an example. One business goal is to ensure the app exposes the users to more shows. A designer can think of ways to incorporate the option of promoting a show premiere without breaking the seamless user experience. Effective user-centric design lets the users know there’s a new show without getting in the way of watching their own shows. At the same time, the design should make the viewer intrigued enough to start and explore the new content.

 

Design can be used as an effective and powerful tool when it comes to business strategies. Design can help users save time, and also help the business meet its goals. Design’s role in terms of business tactics is to improve discovery experience and meet business goals and requirements.

 

Branding

With the market saturated with a variety of apps and websites offering the same services, branding can give competitive edge. What makes your brand different from your competitors? We’re not just talking about aesthetics. What is your business message, your unique selling proposition? Communicate your vision-mission through functional and enjoyable design. Creating emotional connection is more effective through design that just algorithms, codes, and data.

 

Using the show app example from earlier, even when people of today are easily swayed by what’s trending, and even when it seems like brands no longer have a foothold of what’s going to be a success or a failure, a brand (along with its designers) should be able to communicate its mission, values and style, through the effective use of design (this includes, colors, typefaces, language, art direction etc.).

 

User Experience

Most importantly, design should improve user experience. Think of the possible actions that users may want to do with the app or website, then leverage design to make those actions easier to perform.

 

Some of these actions include:

  • How to find, download. and start to use the app
  • How to leave and go back to the app
  • How to organize content (alphabetical, chronological, filters)
  • How and when to promote new content and send notifications on offerings and updates
  • How to start consuming the content and what happens after it

In summary, even with products and services where content is literally king, know that design still plays a big part in making content easier and more pleasurable to consume.

 

Whether you are planning to develop a user-driven product or service or are planning to improve an existing one, rely on the web designers and developers of MicroCreatives to prioritize user interface and experience and make them work to your and your customers’ advantage.


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