It’s critical that our visitors can easily navigate their way around our website and get the information they need quickly and easily. 

Hierarchy

Guide the eye so that it attends to different design elements in the order of their importance.

Hierarchy can be implemented through variations in scale, value, color, spacing, placement, and a variety of other signals.

Use highlighting on the one hand, and meaningful and structured headings on the other, to allow easy scanning by the visitor.

Think mobile

Consider that mobile browsers are now our main source of website traffic.

When composing a layout, make sure you consider the logic of the grid control – otherwise, content components that belong together may be displayed in a false order.

Make sure that the most important CTA appears as high as possible in the display.

Make sure that images make sense in all devices.

Consistency

Consistency means that designs and functionality stay the same across all of our pages. This is because the more familiar our page looks, the easier it will be to use, and the more seamless your users’ experience will be. 

  • Sibling pages follow consistent layout pattern
  • Consistent use of elements like links, button or contact information
  • Images and their quality on a page must be consistent

Usability

A well-designed user interface leads to superior usability and ultimately results in positive user experiences.

Visitors come to your site with certain goals in mind. It is your job to help them reach these goals as quickly as possible. If you can manage to do that, your visitors will be pleased and you have laid the groundwork for a positive experience.

Simplicity is about subtracting the obvious and adding the meaningful. Make sure that each icon, button, and snippet of information that is present within the design has a purpose. Concentrate on clarity by bringing only useful features to the user’s attention.

Client centricity

Design with personality and keep the focus on the expected user.

The written text complies with our "Tone of voice" and language guidelines.

It should be easy and quick to see what topics the page contains.

Further links or CTA should be present on every page.

Quality assurance

Make sure your website content is in good shape by ensuring that outdated or irrelevant content, broken links or typos/misspellings are not present.

Properly designed and edited pages of your website should provide equal access to information and features for all users. Therefore, the pages must meet all web accessibility criteria.