Full day training course

Web Page UX Design: Optimizing Pages to Deliver on Business Goals

Designing successful web pages by identifying objectives and applying the right design principles to support them.

The web page is the most basic and foundational unit of the web.  Often we spend a lot of time designing complex website elements such as navigation and user journeys, without ever evaluating the effectiveness of the individual pages themselves.  Whether a landing page, a product page, or any other page type, each web page should be built with a purpose and a goal for the business as well as delivering on the user’s needs and expectations. Understanding the key design considerations that collectively create an effective web page for you and your customers is critical. 

In this course we specifically dissect page design and the principles that influence the extent to which a page contributes to both the business objectives and user goals of a website. We will discuss in detail common page types and the design considerations that contribute to their success.  Some of these concepts include: guiding the user to important content through visual design, appropriate use of imagery, and choosing effective layouts.

"If you want to learn how to clean up your web pages to attract more viewers this course will help a lot! You do not want to overload consumers, clean and clear is key!"

Samantha Spacone, Graphic Designer
PromGirl, LLC

Please note: This course focuses on web page design, and does not cover interactive tools or web-based applications. If you are designing web applications, please consider our course on Application Design for Web and Desktop.

Topics Covered

Topics Covered

  • High-Value Pages:  How page elements influence user behavior and page effectiveness
    • Determining page objectives
    • Evaluating page performance
    • Achieving user engagement
  • Understand how people look at a web page
    • Priority Spot  
    • Information paths and information scent
    • Eye tracking evidence
    • Residual fixations
    • First Impressions
    • Specialized user research methods for collecting this data
  • Formatting web page content
    • Tips to improve scanning and comprehension
    • Designing for your content type
  • Design considerations for business value
    • Organization and page structure
      • Guiding the user
      • Page density
      • Scrolling and the page fold
      • Designing on a grid
      • Page Layouts 
      • Productive use of areas that typically attract less attention
    • Responsive design and mobile considerations
      • Tips for taking the Responsive Design approach
      • Responsive layout patterns
      • Prioritizing content across breakpoints
    • Visual Design: Increasing effectiveness by making the right visual design choices
      • Emotions, perceptions, and hierarchy
      • Typography
      • Position
      • Size
      • Balance and weight
      • Color and contrast
      • Whitespace
      • Animation
    • Calls to action
    • Multimedia and interactive elements
      • Images and video
      • Carousels and hero graphics
      • Image slideshows
      • Modal windows
    • Design considerations by page type
      • Home pages
      • Listing pages
      • Search results
      • Category pages
      • Landing pages
      • Product detail pages
      • Web Forms
  • Page Specific Navigation elements
    • Functional footers
    • Within-page navigation
    • Sticky navigation and parallax scrolling
  • Persona targeting and presenting dynamic content

Free Material With Course Attendance

Free Material With Course Attendance

This 355-page report offers 83 recommendations for web writing and content layout, plus 102 detailed findings about how people read on the web, including scanning patterns revealed as we used eyetracking technology during usability tests.

Format

Format

The basis of the course is a lecture format with a couple of group exercises to reinforce the learned principles and guidelines.

The course also includes:

  • Findings from our own usability studies
  • Plenty of inspiring screenshots that we deconstruct to show why they work and where they fail
  • Opportunities to ask questions and get answers

Instructors

Instructors

Aurora Bedford

Aurora Bedford is a User Experience Specialist with Nielsen Norman Group.

Prior to joining NN/g, Bedford was a User Experience Designer at a web development agency, where she created and refined user workflows, site architectures, and wireframes for a variety of e-commerce and branding websites, web-based intranets, and mobile applications. Her experiences as a front-end web developer allow her to create effective designs while balancing technical and business needs. Read more about Aurora.

Kim Flaherty

Kim Flaherty is a User Experience Specialist with Nielsen Norman Group. Flaherty combines her background as a developer and education in Computer Science with her user experience expertise, particularly around complex applications, to bring well-rounded insights to her work. Read more about Kim

Kara Pernice

Kara Pernice is the Managing Director at Nielsen Norman Group. Pernice uniquely combines her 20-plus years of research knowledge with her design experience and business education to help organizations derive interfaces which are usable, useful, and surpass business goals. Pernice is accomplished at evaluating any design situation to determine or craft the most fitting research method, conduct or lead the research, observe and analyze user behavior, and convert this analysis into outstanding design. Pernice has led hundreds of intercontinental research studies, and is expert in many usability methods. Read more about Kara

Currently Scheduled

Currently Scheduled:

Apply this course toward UX Certification