TUT #39: Landing Pages Trends in 2018, Quantitative Research, and the Senior Designer Checklist

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Small announcement: I’m redesigning the UXBeginner.com homepage. Try clicking that big button :) It leads to 5 new resources I’ve created to career transitioners.

This cheeky-yet-insightful article covers new trends in landing page design, notably the use of abstract illustrations. I happen to be a huge fan of this style – it’s also a huge opportunity for visual designers!

  • Highlight: “Don’t get me wrong — I’m not trying to criticize specific designers (or the design industry)….[the trend] is more human than a Stripe-like style which, to me, is more product-centric & focused on features instead of values. This new trend helps build a connection with the user, creates certain feelings, and just feels more friendly and fun.”

The Nielsen Norman Group conducted a survey of 429 UX professionals, and found that while 71% of teams do some kind of quantitative UX research, most struggle with this type of research. Very helpful look at how UX pros are approaching research with a more numbers-based approach, including which quant methods are most popular.

  • Highlight: “Analytics, qualitative usability testing, and interviews were tied for the most popular methodology, each with 67% of respondents reporting that they use it “Often” or “Sometimes.”

This is a nice roundup of UX writing resources. look at how machines (Google search results in this case) can be improved to respond to those searching for suicide-related queries. This is also an excellent example of a self-initiated design case study that chooses to deep dive into a complex interaction.

  • Highlight: “Facebook is home to one of the longest standing UX writing teams around—although they refer to their product writers as “content strategists” instead. To teach people about this burgeoning field, they established a Content Strategy Fellowship, and sponsor the annual content strategy Confab each year in Minneapolis.”

Navigating between junior, mid level and senior design roles can be confusing, so here’s one startup designer’s career checklist covering expectations of each level of design.

  • Highlight of a classic “senior” trait: “A number of people in the company with a decent amount of product experience, like to jump straight to solutioning without fully understanding the problem from the user’s perspective…now when someone comes to me with a solution, I take the time to backtrack and fully understand the problem we are trying to solve.”

I use Google Translate all the time, mostly for Spanish. I heard of its amazing features for instant-translation using the camera and even some live conversation translation, but I never knew where it was located (I actually thought these were different apps). UX manager of Google Translate, Pendar Yousefi writes about this problem and how they team solved it with a different approach to UI.

  • Highlight: “Many people simply ignored colorful things below the main box, often assuming they were unimportant, especially as we had historically used that space to show feature promotion cards. [The solution?] We tweaked the icons, added text labels, and split the voice feature into its two important but separate use cases: dictation and conversation.”

Working on your UX portfolio? Here’s a controversial tip…leave the date out of your UX case study. Most designers assume they have to put their work dates (e.g. “September 2016 – November 2016”). The unintended effect? Portfolio reviewers hold an (unfair) bias against “old” work – even if that work is great. Just leave the date out. You can just answer honestly if you’re ever asked in an interview.

Keep learning,
Oz, founder @ UXBeginner, instructor @ UX School

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