UX Best Practices



Deliver the right message to the right person at the right time.


Use content to drive interaction.

User Interface

Ensure a smooth path to content and conversion.

Layout & User Flows

Optimize for conversion while facilitating research.

Mobile (part of Layout)

Enable technology-agnostic user experiences .

Look & Feel

Capture brand awareness while aligning with demographics.

Typography (part of Look & Feel)

Maximize clarity and impact while ensuring brand identity compliance.

Messaging + Content


A good site structure means it is purposeful, with subpages that drive user engagement. Page structure should present content in a convincing order that moves users to convert.


Good messaging supports and drives to the desired response; product benefits and offer details are convincingly presented; a sense of urgency is instilled in users.


A good research score means content drives engagement and facilitates research of products and offers; information is clear and RTB:s convincing; amount of copy well balanced.


Good CTAs are strong and compelling; urgency is underlined; benefits of and reasons for taking action are emphasized, and drive action.


A good score means content is rich and varied; many different forms of content drive engagement and highlight different aspects of the brand, the products and the offers.


A well segmented user experience has separate pages and/or separate sections devoted entirely to and tailored for specific audience segments.

User Interface


Good navigation means menu is well designed and functional; navigation is straight-forward; paths to content are clear and confidence in navigation is high.


Good iconography means icons are well designed and purposeful; they facilitate navigation and/or scanning of content; they clarify site structure and/or product offering.

Conversion Point

A good conversion point means the online form and/or offline click-to-call are very well designed and structured. Form adjusts to user needs (multi-step, expanding sections, etc).


Good clarity means objectives of the page are very clear and page drives deliberate action to and through funnel. Conversion is simple and effortless.

Exit Links

An appropriate amount of exit links means 0-5 links on page or, if more, with visibility mitigated through design and UI, so as to not interfere with product research or conversion.


A good score means page contains several useful interactive features that aid users in finding the right product and/or offer, and make the experience more purposeful.



Good visual structure means the page is easily scannable for cues; typography and/or visual elements provide ample clarity on how to digest the content.

Use of Space

Good use of page real-estate means important content is given a maximized amount of space and the page mostly lacks gratuitous elements.


Good placement of content and functional elements means user paths are strong; page hierarchy is clear; all vital content is arranged at the top.

Separation of Content

A good score means enforced content integrity with strong visible demarcation; page grid is applied consistently; page elements contrast well..


Well balanced amounts of whitespace creates a clear visual structure with breathing room and purposeful visual emphasis that guides the eye.

Viewport Adaptation

Good utilization of the available viewport size means content and design applied with full responsive alignment; mobile and desktop dynamically served with same code.


Brand Experience

Good brand experience means brand presence should be strong; adherence to brand identity should be consistent; brand recognition should be easy, and the brand experience should continue beyond the channel.


Good aesthetics entail a modern/non-dated look-and-feel that is appropriate for the target audience; aesthetics should be consistent; visual impact should be distinctive and memorable and visual impression pleasing.


Good typography entails clear legibility and text hierarchies; purposeful text size; appropriate leading; sophisticated and consistent choice of fonts.


Good imagery entails use of appropriate images of high quality; image compression should be effective and unnoticeable; appropriate size, cropping and composition, with purposeful treatments.

Use of Color

Good color usage means it supports the content and layout; colors match; the choice of colors elevates the experience; color facilitates scanning and reading.

Design Execution

Good quality of design execution means no visual flaws are apparent.

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