Creating An Effective Interactive Design: It's more than just a skill

By 45/RPM Staff


Creating an effective interactive design is a detailed process, not just a skill. This process involves various players from the client and strategists, to the content, design and development teams. Collaboration among team members throughout this process is key to create a successful interactive design that resonates with the user and achieves the ultimate goal of the client. At 45/RPM, our team of strategists, content producers, designers, and developers work closely to craft intuitive designs that succeed. We’ve found the key steps in an effective and efficient interactive design creation process are briefing, research, creation, and testing.

#1 Brief

Before any work begins, all team members (strategists, content producers, designers and developers) must understand the brief from the client. Each team member needs to understand exactly what the client wants to accomplish with the new or improved digital platform’s performance. Conversations with all team members and the client are important for a full understanding of the client’s goals. A brief written description of the project is not enough, the team must listen to the goals and expectations from the client, so those goals can guide the creative. The understanding will allow all team members to create effective content that reaches the project goals. Speak to the client and key stakeholders for insights on the brand to better understand their voice and image. This is where each side of the project sets expectations related to communication, project deliverables, and end goals. When both client and digital teams are on the same page, there is confidence behind all steps of the interactive design process.

#2 Research

Research is one of the most important steps in the interactive design process. Strategists lead this research and develop how the brand should communicate and position themselves in the competitive market. Within this research, strategists create user personas, research competitors and reveal consumer pain points. This research is extremely helpful for designers when creating effective designs to meet the client’s end goal. After designers understand the research, the creation of user journey maps begins.

Each user journey is unique depending on the target, that is why research is extremely insightful for design teams. Different targets engage with sites in different ways and have different pain points. To incorporate all targets, designers create multiple starting points and paths, leading to the desired end goal.

User journey maps:

  • Allow designers to visualize all the paths a consumer can take to reach the end point.
  • They give insight into how the user thinks and the most effective paths to achieve the objectives.
  • Let designers predict how users will reach a call to action.
  • Guide users in the right direction through the design and content.

The paths of interaction guide the user through a smaller amount of content and logical tracks that will lead them to a call to action. Tools like FlowMapp, facilitate the creation of user journey maps. FlowMapp: Helps you create powerful UX designs and visualizes user journeys and gain insight before the creation of the design.

The ability to visualize all possible paths is essential because there are various user journeys depending on each user persona. User journey maps give designers insight into the consumer mind before the development of wireframes.

#3 Creation

Creation of copy and the wireframe of an interactive design can occur simultaneously. In some cases, it’s more effective when both are created together because the content and design team are on the same page. The knowledge from user maps come into play during the creation phase. Understanding how the user will react to certain paths influences the design and placement of content. The design and content will lead the user to a desired action either a sale or conversion. When the content and design work together that creates an effective interactive design. There are many tools that enhance collaboration among teams.

At 45/RPM, we use Figma because it allows our copywriters to add content directly to a design.

  • Figma: A design interface tool that allows designers, developers, and copywriters to collaborate on one platform.

For more information of the benefits of Figma, check out our blog post, Better Team Workflows with Figma.

#4 Test

It’s crucial to test a site before it goes live to make sure all paths and links work and to ensure an intuitive design. Usability testing is an extremely effective method to test how users receive the website and how long it takes them to complete tasks to reach the CTA or main objective. There are many tools that can help with conducting usability testing, one in particular is:

  • VisualEyes: This tool conducts user testing that helps will help predict user behavior

However, usability testing is expensive and time-consuming and not all companies have the bandwidth to conduct testing. If you are a larger company and can afford to complete the test, you should. To save time on redesign and development, teams can also test a prototype before the site moves to the development phase. For smaller companies, we suggest internal company website reviews before launch. This is a small scale usability test utilized for suggestions on site functionality and display from the internal team before it goes live.

With changing consumer behaviors the use of interactive design is essential for all businesses. Successful interactive design that engages consumers requires planning and collaboration to be effective. At 45/RPM, we develop successful interactive design campaigns because our process involves our strategists, designers, copywriters, and developers from the start of the project to the end result. Utilize this interactive design process for your team and develop interactive content that resonates with consumers and leads to higher conversions and sales.

For more information on how 45/RPM's strategic solutions can help your business, click here.