User interface design (UI) and user experience (UX) play a key role in the success of a website or application.

If users can’t find what they are looking for or perform activities that they want to do easily, they will probably go somewhere else. In this article, you will find dear reader 10 tips to keep in mind when designing products or features.

1. Put yourself in the role of user
To design a good user interface and UX, you need to think like a user. As a user, get acquainted with the website, web application or mobile application. Think about how to create the best project that will help you find the right information, sections, navigation. You don’t have to go with the latest design trends – stick to what works best for your user. Keep all requirements in mind, but balance what the user wants to see. And don’t be afraid to think outside the box.

2. Get to know your audience
Identifying recipients is a very important step at the beginning of the process. You know who you are trying to reach and what is important to them. Before you start brainstorming, it’s worth knowing who you design for. One way to check your audience is to examine competitors and customers. Take a look at their blog and read the comments to see what their users are saying. They probably have a similar way of thinking like your users, or at least you will have a reference point.

3.Think about why you are creating a website or application
Of course, you have products or a website and want to share with others, but before showing them to a wider group, think about why you are creating a website or application. Users use your website or application because they want to do something or learn about services and products. Make it easy for them. Create an application in such a way that your users can intuitively use the website or application.

4. Avoid scrolling excessively on the page
Users don’t like scrolling. Try to keep each screen or page short and do everything in an intuitive way. Add tabs or navigation to move items to separate sections or pages. If you have a lot of content try adding a button with a catchy call to action that users will not be able to resist to move them to the next page.

5. Use the correct typography
Typography helps users navigate the product, content and services. Typography should be clear and elegant. The proper application of typography requires knowledge and experience, it should be interesting, while providing the user with transparency and a proper visual hierarchy. Users love to read content with great typography, and if they are well done, this is a huge plus in the design of the user interface.

6. Keep it simple
The great design was born of these two things. “Everyone loves minimalist and simple design. Keep the layout, forms and buttons simple, but use the colours, icons and images to make the interface interesting. Don’t overdo it with gradients, shadows, patterns. Flat designs are more complex and easier for users to process. Keep their interest using elements such as images, buttons and colours to interest users.

7. Design for yourself and for the user
If you are creating a web application or mobile application, your goal should be to ensure that the user never has to use the “Help” button. Put yourself in the user’s place by creating the skeleton of the site. Make sure your content is organized in the most meaningful way possible. Place the buttons and actions that the user wants and needs, regardless of whether it is the “Add to Cart” button on the product page or the “Register” button.

8. Add options and shortcuts
Everyone loves to have options and be able to quickly navigate the site. Once you decide on the layout, the next step will be to add more options and create shortcuts. How? For example, add the “Show more” or “Hide” buttons to longer pieces of content that give the user the ability to bypass content they don’t need. When the user has experience with shortcuts, he will feel comfortable with it. In this way, we can help the user.