THE BIGGEST WEB DESIGN TRENDS FOR 2014

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1 BRIGHTER! FLATTER! FASTER! THE BIGGEST WEB DESIGN TRENDS FOR 2014 Presented by: Dave Dillon & Nick Goodrum

2 INTRODUCTIONS In case you were wondering Creative Director Dave Dillon Director of Front End Development Nick Goodrum 2

3 TRENDS THAT KEEP ON TRENDING What s gaining tread in 2014? Responsive Design started gaining popularity last year but is going to continue to trend this year as well. Flat UI Design gained popularity with Windows 8 and ios7 jumping on board. You will be seeing even more of it. Multiple scrolling techniques that have been around for a bit are trending with the change in mentality of how a user interacts with a webpage. 3

4 RESPONSIVE What is it? A web design approach to allow for the same content to be viewable/usable across all devices and screen sizes. Wait but I have a mobile site so I have this already, right? Your mobile site doesn t necessarily cover all devices or screen sizes. Separate mobile sites don t usually have the same content. 4

5 CHICAGO AUTO SHOW Heavier focus on mobile: tablet and smartphone usage has skyrocketed in recent years, overtaking desktop for many websites, including Chicago Auto Show. For this year s show they realized this and joined the trend of having responsive design implemented. There is a lot of traffic from visitors during the show, so having a design that caters to all devices made it even more accessible to those on the show floor. 5

6 RESPONSIVE Why is it still so popular? Content management is simplified when you only have to enter it once. Your code base is also simplified by not needing multiple versions depending on what device the user has. The mobile world isn t just smartphones anymore so designing for all screen sizes rather than a few helps potentially future proof your site. 6

7 METLIFE STADIUM The site moved away from hover to fully click based functionality. This created an interface that is simple and easy to use regardless of device. Utilizing AJAX calls helped cut down on load times. Boxed tiling approach for events and news is a nice way to organize content that is easier for users to digest. 7

8 RESPONSIVE When to use it So I should just always make a responsive site. That s not necessarily true. If you have a lot of lengthy data tables, rigid 3 rd party tools, or extremely complex functionality, maybe a more simplified mobile site is better suited. Keep your super users in mind. App usage is continuing to grow and grow, so having an app that gives a smooth and easy to use interface may be a good addition. Our Strategy department is always available to help you determine which approaches would work best. 8

9 SIDE TREND: PAGE LOAD Users are waiting If your website is 15MB it s not HTML5, it s stupid. Christian Heilmann The growth of responsive design has also created a wait time potential. Before responsive design site owners used dedicated simple mobile pages. There still is a mentality of desktop first that is now starting to switch to mobile first. You will definitely see more sites trying to cut down on their page speed since users waiting expectations are only getting shorter. 9

10 FLAT UI You know that ios thing. A design and user interface that capitalizes on simplicity. It s about keeping it simple, clean and modern. Flat design does away with heavy gradients, shadows, unnecessary decorations, three dimensional effects and images that don t add value to the content. This design technique offers a cleaner look for content that s easier to scan and process. Flat design can enhance a website s responsive design and allow pages to load faster. 10

11 CHICAGO WATER TAXI Chicago water taxi reached out to us to refresh the look of their site. Flat UI was utilized to help easily break up content while also making page load easier for mobile devices. Call to actions were able to gain more visual focus due to the bold solid nature of this design approach. 11

12 FLAT UI When to use it Flat design can be used to create really beautiful, simple interfaces, but it s not necessarily appropriate for every project. Minimalism has it s uses. However, it is easy to overstep the line where minimalism becomes a featureless site. Flat design can be a limitation if you re trying to create more complex branding. Do note that just like skeuomorphism (the earlier ios thing ) you could see flat UI s popularity as a possible shorter trend. 12

13 SCROLLING Wait, that s trending? User testing, eye tracking, and click data dispels the above the fold myth. In today s web its absolutely natural to scroll. For a continuous and lengthy content, scrolling provides even better usability than slicing up the text to several separate screens or pages. One page storytelling is becoming popular due to breaking away from the concept of the fold. Sticky fixed headers are growing with the increase of scrolling as well. 13

14 CRAZY EGG See where users click and discover what Google Analytics is not telling you thanks to Heatmap, Scroll Map, Overlay & Confetti Tools included in all packages. This information can help you determine if scrolling is an issue for you users. You might just notice most people go below the fold. If no one seems to be clicking on your call to action, it can also help determine if your interface needs tweaking. 14

15 PERFORMICS A lot more homepage or landing pages are being used to tell the story of a company. Performics was an early adopter of using parallax and scrolling storytelling to do this. Complicated parallax content doesn t always give ease of use across all devices. (You will see a growth in a subtler parallax approaches as the technique matures. ) Scrolling storytelling has become a great way for growing companies to express what all they do in a easy to digest and accessible way. 15

16 NBC NEWS With Jellybean taking over as the most popular version of Android and other mobile browser grow, fixed navigation isn t as much of an issue. This approach gives nice easy access to what a user would want to do when they come to your sight but are scrolling down to read the content. Be careful of your real estate space if you are going with a responsive approach. 16

17 RECENT GROWING TRENDS Media approaches are changing Hero Banners are starting to overshadow slideshows in popularity Infographics are such an effective way of communicating large pieces of data, it will definitely be used more and more in As HTML5 matures video usage is going to grow and be used in more elaborate ways. 17

18 SLIDESHOWS VS. HERO BANNERS The battle has already taken shape Large hero areas (the intro area, often an image with a little amount of text, at the top of a website) on home pages are quickly replacing sliders as the new attention-grabbers. The benefits on cutting page load costs in a growing mobile user world can t be beat. Most users don t go through all of the slides in a slideshow because that s not the reason they are on the site. Why hide information within functionality when it is available right away with callouts. 18

19 PAYPAL Paypal has gone through many iterations and had slideshows in the past for the callouts. They have moved towards all of the design approaches we ve seen so far and recently also switched to a main hero banner. It doesn t have to be just an image. These call out areas are becoming increasingly creative and elaborate utilizing new HTML5 aspects like video. 19

20 INFOGRAPHICS / VIDEOS Why read when we can just look at it The web is becoming a lot less text-heavy. Many apps and websites have almost no visible text, instead relying on images and icons to convey information to the user. Infographics can break up more complicated information into an easier to follow format with visuals that help understanding. Videos are becoming easier to produce and easier to share not only on your website but on social media as well. Using either of these allows for your site to communicate branding and emotion while also potentially explaining something technical. They can do all of this in a smaller amount of real estate. 20

21 OTHER TRENDS YOU MIGHT NOT BE THINKING ABOUT Typography Designers are starting to find different web fonts to add to their arsenal that add a little personality and uniqueness. There are many options such as Google Fonts, Typekit, My Fonts, etc. Newsletters As more and more users access their mail via mobile devices sites are trying to create designs that cater to those audiences. Responsive designs are starting to come into play App Development Users are spending more time on apps than ever. New technologies often come out for your hand held devices long before they are available on the web. 21

22 Questions? Contact your account manager or 22

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