learn-end-to-end-testing-with-puppeteer

Puppeteer is a Node library which provides a high-level API to control Chrome or Chromium over the DevTools Protocol. Puppeteer runs headless by default, but can be configured to run full (non-headless) Chrome or Chromium.

In this tutorial, we’ll learn what testing is, the different types of testing, and then we’ll use Puppeteer to perform end-to-end testing on our application. By the end of this tutorial, you should be able to end-to-end test your apps easily with Puppeteer.

Prerequisites

For this tutorial, you need a basic knowledge of JavaScript, ES6 and Node.js.

You must also have installed the latest version of Node.js.

We’ll be using yarn throughout this tutorial. If you don’t have yarn already installed, install it from here.

You should also know the basics of Puppeteer. To understand the basics of Puppeteer, check out this simple tutorial.

To make sure we’re on the same page, these are the versions used in this tutorial:

  • Node 13.3.0
  • npm 6.13.2
  • yarn 1.21.1
  • puppeteer 2.0.0
  • create-react-app 3.3.0

Introduction to Testing

In simple terms, testing is a process to evaluate the application works as expected. It helps in catching bugs before your application gets deployed.

There are four different types of testing:

  1. Static Testing: uses a static type system like TypeScript, ReasonML, Flow or a linter like ESLint. This helps in capturing basic errors like typos and syntax.
  2. Unit Testing: the smallest part of an application, also known as a unit, is tested.
  3. Integration Testing: multiple related units are tested together to see if the application works perfectly in combination.
  4. End-to-end Testing: the entire application is tested from start to finish, just like a regular user would, to see if it behaves as expected.

The testing trophy by Kent C Dodds is a great visualization of the different types of testing:

Testing Trophy - Kent C Dodds

The testing trophy should be read bottom-to-top. If you perform these four levels of testing, you can be confident enough with the code you ship.

Now let’s perform end-to-end testing with Puppeteer.

End-to-end Testing with Puppeteer

Let’s bootstrap a new React project with create-react-app, also known as CRA. Go ahead and type the following in the terminal:

$ npx create-react-app e2e-puppeteer

This will bootstrap a new React project in a e2e-puppeteer folder. Thanks to the latest create-react-app version, this will also install testing-library by default so we can test our applications easily.

Go inside the e2e-puppeteer directory and start the server by typing the following in the terminal:

$ cd e2e-puppeteer
$ yarn start

It should look like this:

React Init

Our App.js looks like this:

import React from 'react';
import logo from './logo.svg';
import './App.css';

function App() {
  return (
    
logo

Edit src/App.js and save to reload.

Learn React
); } export default App;

We’ll be testing the App.js function and the code will be written in App.test.js. So go ahead and open up App.test.js. It should have the following content:

import React from 'react';
import { render } from '@testing-library/react'; // 1
import App from './App';

test('renders learn react link', () => { // 2
  const { getByText } = render(); // 3
  const linkElement = getByText(/learn react/i); // 4
  expect(linkElement).toBeInTheDocument(); // 5
});

Here’s what’s happening in the code above:

  1. We import the render function from the @testing-library/react package.
  2. We then use the global test function from Jest, which is our test runner installed by default through CRA. The first parameter is a string which describes our test, and the second parameter is a function where we write the code we want to test.
  3. Next up, we render the App component and destructure a method called getByText, which searches for all elements that have a text node with textContent.
  4. Then, we call the getByText function with the text we want to check. In this case, we check for learn react with the case insensitive flag.
  5. Finally, we make the assertion with the expect function to check if the text exists in the DOM.

This comes by default when we bootstrap with CRA. Go ahead and open up another terminal and type the following:

$ yarn test

When it shows a prompt, type a to run all the tests. You should now see this:

React Init Test

Now let’s test this application with end-to-end testing.

Testing the Boilerplate with Puppeteer

Go ahead and install puppeteer as a dev dependency by typing the following in the terminal:

$ yarn add -D puppeteer

Now open up App.test.js and paste the following:

import puppeteer from "puppeteer"; // 1

let browser;
let page;

// 2
beforeAll(async () => {
  browser = await puppeteer.launch({
    headless: false
  });
  page = await browser.newPage();
  await page.goto("http://localhost:3000/");
});

// 3
test("renders learn react link", async () => {
  await page.waitForSelector(".App");

  const header = await page.$eval(".App-header>p", e => e.innerHTML);
  expect(header).toBe(`Edit src/App.js and save to reload.`);

  const link = await page.$eval(".App-header>a", e => {
    return {
      innerHTML: e.innerHTML,
      href: e.href
    };
  });
  expect(link.innerHTML).toBe(`Learn React`);
  expect(link.href).toBe("https://reactjs.org/");
});

// 4
afterAll(() => {
  browser.close();
});

This is what we’re doing in the code above:

  1. Firstly, we import the puppeteer package and declare some global variables, browser and page.
  2. Then we have the beforeAll function provided by Jest. This runs before all tests are run. Here, we launch a new Chromium browser by calling puppeteer.launch(), while setting headless mode to false so we see what’s happening. Then, we create a new page by calling browser.newPage() and then go to our React application’s URL http://localhost:3000/ by calling the page.goto() function.
  3. Next up, we wait for the .App selector to load. When it loads, we get the innerHTML of .App-header>p selector by using the page.$eval() method and compare it with Edit src/App.js and save to reload.. We do the same thing with the .App-header>a selector. We get back innerHTML and href and then we compare them with Learn React and https://reactjs.org/ respectively to test our assertion with Jest’s expect() function.
  4. Finally, we call the afterAll function provided by Jest. This runs after all tests are run. Here, we close the browser.

This test should automatically run and give you the following result:

E2E Test Puppeteer Basic

Let’s go ahead and make a counter app.

Converting the Boilerplate to a Counter App

Firstly, edit some CSS by changing App.css to the following:

.header {
  font-size: 56px;
  text-align: center;
}

.counter-app {
  display: flex;
  justify-content: space-around;
}

button {
  background-color: navajowhite;
  font-size: 32px;
}

.count {
  font-size: 48px;
}

Now change App.js to the following:

import React, { useState } from "react";
import "./App.css";

function App() {
  const [count, setCount] = useState(0);
  return (
    <>
      

Counter

{count}
); } export default App;

Here, we’re making a simple counter application with two buttons, Increment and Decrement. By pressing the Increment button, the counter gets increased by 1, and by pressing Decrement button, the counter gets decreased by 1. It looks like this:

React Counter

Testing the Counter App with Puppeteer

Now change the App.test.js to the following:

import puppeteer from "puppeteer";

let browser;
let page;

beforeAll(async () => {
  browser = await puppeteer.launch({
    headless: false
  });
  page = await browser.newPage();
  await page.goto("http://localhost:3000/");
});

// 1
test("renders counter", async () => {
  await page.waitForSelector(".header");

  const header = await page.$eval(".header", e => e.innerHTML);
  expect(header).toBe("Counter");
});

// 2
test("sets initial state to zero", async () => {
  await page.waitForSelector(".counter-app");

  const count = await page.$eval(".count", e => e.innerHTML);
  expect(count).toBe("0");
});

// 3
test("increments counter by 1", async () => {
  await page.waitForSelector(".counter-app");

  await page.click(".increment");
  const count = await page.$eval(".count", e => e.innerHTML);
  expect(count).toBe("1");
});

// 4
test("decrements counter by 1", async () => {
  await page.waitForSelector(".counter-app");

  await page.click(".decrement");
  const count = await page.$eval(".count", e => e.innerHTML);
  expect(count).toBe("0");
});

afterAll(() => {
  browser.close();
});

Here, we keep the beforeAll and afterAll function the same, as before, where we initialize a browser and go to http://localhost:3000/ in beforeAll and we close the browser in afterAll. Then, we do the following:

  1. We check if the text Counter is rendered. For that, we wait for the .header selector to load. Then we use page.$eval() to get the innerHTML of .header selector. And then we finally make the assertion to check if Counter is rendered.
  2. Next, we check if the initial state is zero. We wait for the .counter-app selector to load. Then we get the innerHTML from the .count selector. We finally compare if the count is 0. Notice that we’re using a string while our state is a number. This is because innerHTML always returns a string.
  3. Here, we check if clicking the button increments the state by 1. First, we wait for the .counter-app selector to load. We then click on the .increment button. This should increase the state from 0 to 1. We then get the innerHTML from the .count selector. Then we compare it to 1, as our increment function should always increase state by 1.
  4. The decrement button should decrease the state by 1. It works the same way as the increment button. First, we wait for the .counter-app selector to load. We then click on the .decrement button. This should decrease the state from 1 to 0. Notice that the state was 1 after we clicked the increment button. We then get the innerHTML from the .count selector. Then we compare it to 0, as our decrement function should always decrease state by 1.

The result should now look like this:

E2E Test Puppeteer Counter

Conclusion

In this tutorial, we learned about different types of testing — static testing, unit testing, integration testing and end-to-end testing. We then performed end-to-end testing on our boilerplate, bootstrapped with the help of create-react-app.

Later, we converted the app to a counter application. And finally we performed end-to-end testing on the counter application.

The Puppeteer library useful not only for performing end-to-end testing but also for doing different kinds of browser automation. Puppeteer is backed by Google and is actively maintained, so be sure to check its docs to understand the wide-ranging use cases it offers.

You can find the code for this tutorial on GitHub.

Akshay is a creator, computer artist and micropreneur from Mumbai.

google-is-killing-off-chrome-apps

Today, Google shared an updated timeline for when Chrome apps will stop working on all platforms. June 2022 is when they’ll be gone for good, but it depends on which platform you’re on (via 9to5Google). Previously, we knew that Chrome apps someday wouldn’t work on Windows, macOS, and Linux, but today, Google revealed that Chrome apps will eventually stop working on Chrome OS, too.

A Chrome app is a web-based app that you can install in Chrome that looks and functions kind of like an app you’d launch from your desktop. Take this one for the read-it-later app Pocket, for example — when you install it, it opens in a separate window that makes it seem as if Pocket is functioning as its own app.

You probably don’t need to worry about the death of Chrome apps messing up your browsing experience too much. At this point, most apps on the web are just regular web apps, which is why you’ll be able to keep using Pocket without issue in much the same way by navigating to https://getpocket.com/. In rarer cases, you might also be using Progressive Web Apps, which are basically websites that are cached to your device so they can have some offline functionality and be launched like an app. Some Chrome apps you have installed may already redirect to websites, like many of Google’s apps. And Chrome extensions are also different from Chrome apps, and those will keep working just fine.

There’s a pretty decent chance you’re not using any real Chrome apps at all, even if you use web apps all the time. When Google first announced all the way back in 2016 that it would end support for Chrome apps on Windows, macOS, and Linux, it said approximately one percent of users on those platforms were actively using packaged Chrome apps. That was nearly four years ago, and web developers have moved on.

If you do use Chrome apps, they will stop working much sooner on Windows, macOS, or Linux than they will on Chrome OS. Here’s Google’s timeline:

March 2020: Chrome Web Store will stop accepting new Chrome Apps. Developers will be able to update existing Chrome Apps through June 2022.

June 2020: End support for Chrome Apps on Windows, Mac, and Linux. Customers who have Chrome Enterprise and Chrome Education Upgrade will have access to a policy to extend support through December 2020.

December 2020: End support for Chrome Apps on Windows, Mac, and Linux.

June 2021: End support for NaCl, PNaCl, and PPAPI APIs.

June 2021: End support for Chrome Apps on Chrome OS. Customers who have Chrome Enterprise and Chrome Education Upgrade will have access to a policy to extend support through June 2022.

June 2022: End support for Chrome Apps on Chrome OS for all customers.

To break that down a bit:

  • At some point in June 2020, Chrome apps will stop working on Windows, macOS, and Linux, unless you have Chrome Enterprise or Chrome Education Upgrade, which lets you use Chrome apps for six more months.
  • If you’re on Chrome OS, Chrome apps will work until June 2021. Again, if you have Chrome Enterprise or Chrome Education Upgrade, Google says you can use Chrome apps for an additional year.

Originally, Chrome apps were supposed to stop working on Windows, macOS, and Linux in early 2018, but in December 2017, when Google removed the Chrome apps section from the Chrome Web Store, it pushed that early 2018 deadline to an unspecified date in the future. Now, more than three years later, we finally know when Chrome apps won’t work on those platforms — and when they won’t work on any platform at all.

polypane-adds-live-css-editing-to-its-development-browser

With Polypane, we want to give you better insights into your site and make the entire developer/designer workflow faster. With Polypane 2.1, we’ve made some huge improvements for both of those goals.

What’s new?

Quick list of the major new features:

  • Live CSS Edit all panes at the same time
  • Social media previews See what your page looks like when shared on Facebook, Slack, Twitter and LinkedIn.
  • Meta info Get a full overview of all your meta tags
  • Handoff / browse Use Avocode, Zeplin and more directly in Polypane
  • Workspaces UI Quickly switch between your favorite pane sets

Beyond that, we also added network throttling, new and improved overlays, better indicators, ways to detect when your site is shown in Polypane, speed improvements, and many more smaller features.

Live CSS Panel

Write CSS and SCSS that is applied to all panes at the same time. With the Live CSS panel, quickly trying out new styling for your site on multiple sizes is super easy and very satifying.

The CSS editor is fully featured, knows all CSS declarations and will suggest the appropriate ones as you type, so writing CSS is super fast.

Live CSS comes with an element selector. This will let you click on any element in any pane, go through the CSS and find the actual selectors for that element and give them as suggestions in the editor. Selecting elements to write CSS for is super quick and doesn’t require you to open devtools to find them.

Lastly, all of the Google fonts are available when you write Live CSS, so trying out new fonts is as easy as saying font-family: Aladin. Polypane will automatically load in the fonts for you.

More on the Live CSS panel

Meta information panel

The meta information panel shows you all the information that’s defined in your . Your title, description and favicon, but also all your meta tags, viewport declaration, language and other information. This makes it super easy to spot missing info or typos.

Meta info for Spiritapp.io

The meta information panel also gives you previews of the social cards of Twitter, Facebook, Slack and Linkedin, as well as the Google search result. For Twitter and Slack, we also support their dark mode.

In developing this feature, we found out that none of the official social card previews of Twitter, Facebook and Linkedin accurately showed what your card was going to look like. They’re all out of date!

Additionally, despite their documentation claiming otherwise, all sites use whatever meta information is available. So we painstakingly reverse engineered the way the social cards were actually rendered and we replicate that with pixel-perfect accuracy.

Our generated social previews: Twitter, Facebook, Linkedin & Slack (clockwise.)

Social previews for Doka.js. Clockwise: Twitter, Facebook, Linkedin, Slack

More on the Meta information panel

Handoff/browse panel

An important aspect of modern development is handoff: tools that take a design and then display the CSS and dimensions of elements and let you export images, so you don’t have to click around in a design tool to figure all that stuff out.

AvocodeFigmaInvisionMarvelZeplinAdobe XD

With the handoff panel, you can use all these handoff tools directly inside of Polypane. Your design spec and the site are always side-by-side.

We support a number of handoff tools natively, like Avocode, Invision and Zeplin, but you can also fill in a custom URL.

A custom URL you say? Does that mean you put a browser in a browser?

Well… Yeah!

You can also use the Custom URL option to keep open any reference that you’re working with, like MDN, CanIUse, the React documentation or any API documentation.

Custom URL showing React documentation

More on the Handoff/browse panel

Workspaces panel

Workspaces were introduced in Polypane 1.1 as a way to save sets of panes using shortcuts or the window menu. Now they have a visual interface.

The workspaces panel contains a visual overview of all 9 workspaces (with a preview) and lets you easily save and restore them.

New in the workspaces panel is that you can name your workspace, so you no longer have to remember if, for example, Your android devices were in workspace 1 or 2.

Where you can find all these new features: the side panel

With the side panel, Polypane gains a new place to add functionality and show site information that is not so easily surfaced in other browsers, but still super important.

You can dock the side panel either on the right or on the bottom so you can make it fit your favorite screen configuration.

Side panel

New and updated overlays

In Polypane 2 we introduced overlays: simulators and debuggers you could overlay on a pane. These simulators let you quickly check accessibility issues and simulate things like color blindness, or viewing your site in bright sunlight. In Polypane 2.1, we’ve added more overlays and improved existing ones.

New and improved overlays

There is a new Z-index overlay (top left) that highlights which elements have a defined z-index. It’s based on the plugin that Addy Osmani wrote for Visbug, with UI improvements that we’re contributing back to that project as well. We’ve improved readablity and also show the z-index stack for each element that has one.

We have two new visual impairment simulators: Glaucoma (top center) and Cataracts (top right). Both of these eye conditions blur and dull your vision.

The color contrast checker (bottom left) now works better when backgrounds are defined for ancestors, and no longer needs a reload.

Bright sunlight (bottom center) now has less of a blowout and an additional glare to simulate the reflections that the glass on a device creates.

We have a new Night mode (bottom right) that simulates the way your page looks when Night mode is active, where screens dial down the blue tones and brightness.

Network throttling

Throttling selector

In Isolate panes mode you can now throttle your network connection alongside emulating devices, to test how a page behaves in more realistic settings. We currently have 4 settings: Online, Mid tier mobile, low-end mobile and offline.

More on Network throttling

Detecting Polypane

If you’re developing your site, you might want to show additional debug information or test different variants of your page in different panes. Starting in Polypane 2.1 we offer two ways to detect your site running in Polypane, through our User agent and through a __polypane property on the window.

Read about how to detect Polypane

We switched out the native tooltips for all buttons for our custom ones, so they show up quicker and look better, making it easier to get started with Polypane.

Indicators

All indicators active

Reference image, Overlays, Emulation and Devtools all have a blue dot when they’re active.

For Emulation, we show a yellow dot when the network is throttled, and if you have an error in your console, the Devtools icon will have a red dot. This will tell you at a glance if there is an issue you need to look at, without needing to open the devtools. Emulation and Devtools are available in Isolate Pane mode.

Screenshotting improvements

Each release we further tweak and improve the screenshots we create to get a better result. Polypane is already much better than Chrome, Firefox and nearly all online tools (check out Screenshot comparison page to find out how) and we’re continuing to make the screenshots better for dynamic websites. Scripts now load better and animations are handled more consistently.

Performance improvements

We’ve rewritten parts of Polypane to make them faster and more performant. The synchronised scrolling is now an order of magnitude faster, and most of the messaging and handling of content is done asynchronously, making the UI more responsive.

Full changelog:

There’s more new features, improvements and fixes in this release so read through the full changelog below. All new features are fully documented in our docs too.

  • New Side panel
  • New Site meta information panel
  • New Live CSS panel
  • New Handoff/browse panel
  • New Workspaces panel
  • New New overlays: Z-index, Glaucoma, Cataracts and Night mode
  • New Network throttling
  • New Live reload delay option
  • New Detect Polypane from your site
  • Improvement Use custom tooltips for all buttons
  • Improvement Faster and more performant scroll syncing
  • Improvement Color contrast overlay has improved calculations
  • Improvement Color contrast overlay no longer needs a reload
  • Improvement Bright sunlight overlay now simulates glare
  • Improvement Updated emulated user agents
  • Improvement Better full page screenshotting support
  • Improvement Icons in the pane header now show activity dots
  • Improvement Pane devtools show red dot when there are errors
  • Improvement Clicking pane devtools icon will refocus it if already open
  • Improvement View mode and Filter buttons simplified
  • Improvement All popovers will stay inside window
  • Improvement Close all panes option added to the menu
  • Improvement Warning when opening more than 15 panes
  • Improvement Added the f6 shortcut to focus address bar
  • Improvement Tweak UI icons
  • Improvement Lower bound of generated breakpoints is now 320px
  • Fix Full mode no longer overflows screen
  • Fix Speed and responsiveness improvements
  • Fix Zoom-to-fit for panes works again
  • Fix Support multiple levels of imports for breakpoint detection
  • Fix No longer blocking scripts when making screenshots
  • Fix 404 page in full mode no longer overlays icons
  • Fix Prevent syncing of file inputs

Getting Polypane 2.1

Polypane will automatically update on Mac and Windows. Linux users need to download the new version from
the download page and if you’re on Mac and Windows but don’t want to wait on the update popup, you can find
your download there as well.

If you don’t have Polypane yet there is a free 14 day trial available. Get it here.

what-is-product-adoption-&-how-to-measure-and-increase-it-for-a-saas-product?

Although SaaS product trend is growing exponentially, there is one big problem every SaaS businesses have: “Customer Retention Rate”. It is a metric that demonstrates whether your marketing and customer care efforts are wasting your time and money or boost your business. Here is the situation that “Product Adoption” steps in to offer an effective way to improve your business’s retention.

Let’s start with a short definition of product adoption, then continue with some exclusive clues that will help you increase it.

Sounds good? Let’s go ?

What is product adoption?

Product adoption, by definition, is a process by which customers hear about a new product or a service and become recurring users of it. It is a crucial aspect of customer health and plays a primary role in customer success.

Increasing SaaS product adoption encourages your customers to detect new items and elements. And also, your customers can discover new features of an existing product. Plus, it enables them to become long-term users. For the most successful companies, higher adoption is indispensable for higher revenue.

Especially, SaaS start-ups are highly familiar with the term of product adoption. Because they continue to struggle with low retention rates, users not coming back after signing up and always looking for a solution to keep their users for a long time to increase lifetime value.

You know, it’s the fundamental of a SaaS business model. You have to sell your SaaS product every month to your customers. Product adoption process provides a more advanced customer success by increasing the average lifetime value and the conversion rate of the trial to the subscribed user and free to paying user.

Amazing, like a swiss knife for product teams, isn’t it?

Let’s dive into how to measure product adoption first, and then to how to increase it.

How to measure product adoption?

saas adoption rates

There is an obvious fact that most software people do not actually have adequate knowledge and understanding of adoption.

Apart from classical visitor to user, the user to customer rates, there’s a whole different area to measure new feature adoption.

Let’s think about a scenario which you are really familiar with:

You worked for weeks over a new cool feature and finally launched it to all of your users. How many of them could actually reach it? Did they really start to use it? How actively did they use it? Did you actually do a good job working on that new feature, instead of something else? How to measure the success of this new feature or a product in general?

You need to attentively detect the areas that users drop off and exit. If drop-off and exiting rates are high, it is an obvious indicator of something going wrong and an urgent call for fixing it.

Don’t know what feature adoption is? Check out our article What is Feature Adoption and How to Increase It.

3 Product Adoption Metrics

There are 3 metrics to calculate product adoption rates, therefore help you measure the success of a new product.

Adoption Rate:

It is the percentage of a number of new customers to the number of total customers. There is a simple mathematical equation to answer the question of how to calculate adoption rate. A number of new user / Total Number of Users x 100. For example, you have 22 new users and the number of total users is 200: Your adoption rate is 22/200 x 100 = % 11. It can be calculated in a daily, weekly, monthly or yearly basis.

Time-to-first key action:

The average time it takes a new customer to use an existing feature, or an existing customer to use a new feature for the first time

Percentage of users who performed the core action for the first time:

Name of this metric clearly reveals its definition. It is the percentage of customers have performed a core feature for the first time in a given period of time.

“Using a tool as a backup can be helpful.”

To monitor and measure saas adoption rates, you can employ some tools which are able to review the new user onboarding funnel to analyze the steps in which users are having trouble with.

Analytics tools such as Mixpanel, Amplitude, Woopra etc are great tools to measure product adoption with customizable funnels and lots of helpful resources.

How to increase product adoption?

We need to attract customers who tend to actively and consistently use our products or services. No matter what business model we have, we can only achieve success when we make users experience unprecedented moments which make them say “aha, this is what I’m looking for”. It suddenly takes our product or service to a core ingredient of customers’ work.

To clarify it, I want to define the Product Adoption Process by 5 stages.

5 stages of the New Product Adoption Process:

Product adoption process

Every user respectively goes through these stages no matter what kind of product it is.

To increase your SaaS product adoption;

  • Follow the stages in the new product adoption process,
  • Detect insufficient points in each step carefully,
  • Enhance them immediately.

1 – Awareness (Introduction Stage): 

In the first stage of the new product adoption process, potential customers enter your website to know about a product but they don’t have sufficient knowledge about it yet.

Teaching Customers can be helpful: Prospects may not be aware of the existence or importance of a certain problem. On the other hand, customers may realize the problem but don’t know the solution. Educating customers about either the problem or the solution can help provide a strong awareness.

An important step is making a product more recognizable and making customers be aware of it. Bringing new and differentiated features, low price, sales, proposed quality into the forefront with a smooth onboarding process can be very helpful in this stage.

 2 – Interest (Information-gathering Stage):                                       

It is the stage that customers get attracted to the product and try to have more information about it.

Follow the steps of your customers instantaneously and make sure you have strong customer support. Sending segmented emails will increase product adoption at this stage as well.

3 – Evaluation (Consideration Stage):

At this stage, customers determine whether a product is worth to try or not.

Help your prospects evaluate your product objectively. Make them see the aspects that differentiate from alternatives to it.

4 – Trial (Sampling Stage):

Users try your product to see how efficient the product is for compensating customers’ need. It can be either the first purchase or free trial period.

Give free trials and a money-back guarantee to ensure your product is worth employing.

5- Adoption / Rejection (Buy or not Buy Stage):

Prospects determine if your SaaS product has the value and decide to adopt it or not. In the last stage of the new product adoption process, customers proceed from a cognitive state (being aware and informed) to the emotional state (liking and preference) and finally to the behavioral or conative state (deciding and purchasing).

An Example Case of the New Product Adoption Process from Real Life:

Let’s assume that you are walking through a street near your home:

  1. You saw a billboard that says a new pizza restaurant Alican Pizza has opened which located near your home. (Awareness)
  2. When you went home, you looked for some information on the internet to know more about Alican Pizza’s menu and prices. (Interest)
  3. You considered either want to try it or not. (Evaluation)
  4. You decided to try the pizza in small scale – one slice or a little size for trial – to improve or estimate its value. (Trial)
  5. You conclude that it is delicious and you want to be a long term customer of Alican Pizza. (Adoption)

Diffusion of Innovations Theory: The Product Adoption Curve

Have you ever noticed that some people adopt new products or behaviors sooner than others? In 1962 Everet Rogers a professor of rural psychology developed a theory called diffusion of innovations to explain the product adoption curve.

Rogers found that individuals within any society fall into one of five different adopter groups based on how early or how late they adopt an innovation. While explaining the product adoption curve, Rogers’ theory tells us that if you want to promote the widespread adoption of a new product, you need to market each adopter group differently using distinct communication channels and messages.

The Innovators (2.5%)

Innovators are a small but very important group because they are always the first learn about and adopt an innovation.

The Early Adopters (13.5%)

The early adopters are also a small forward-thinking group and are often highly respected as opinion leaders.

The Early Majority (34%) 

The early majority takes time to make decisions. They will observe others’ experiences and will only adopt a product once they are convinced it has real benefits and that it is the new status quo.

The Late Majority (34%)

The late majority is more resistant to change but they are very responsive to peer pressure. They want innovations to be very well tested.

Laggards (16%)

Laggards are highly unwilling to change and they also can be hard to reach with marketing campaigns. Because they often have very minimal exposure to media.

2 Ways to Improve the Product Adoption Process

1 – Make Your Support More Supportive

Customers are having trouble figuring out how exactly your product works. They have limited time and there are a lot of alternatives in the market so they do not want to spend much time on understanding your product. It creates a huge obstacle for customers to retain.

Customer support has the power that can make customers proceed to the next step with your product. Offering in-app live chat, embed videos and creating interactive guides are great solutions to improve saas adoption rates.

2 – Improve Your Onboarding

Effective onboarding helps customers how to successfully use the product without any external effort. You can show the proposed value of your product through a successful onboarding and it also helps users to find their “Aha!” moments easily.

A “Product Adoption Software” can be a very effective solution

You don’t want your developers to work for hours to create product adoption guides. It takes too much time and undoubtedly considerable effort is needed to do it. Save your developer team’s time and don’t waste your budget.

A product adoption software helps your users reach the product in websites and web apps with interactive guides that you created for them. It is the easiest and cost-effective way. You don’t need a big team and a high budget to make guides, your interns can even do it in a couple of minutes.

Moreover, product adoption software permits you to follow the product adoption process stages and provides analytical information which allows you to make objective evaluations handily.

For a longer answer to your question “Why shouldn’t I build onboarding walkthroughs insource?”, check out our article: Onboarding Walkthroughs Are Hard.


Frequently Asked Questions


What are the five stages of new product adoption curve?

The Innovators – The Early Adopters – The Early Majority – The Late Majority – Laggards. All stages are explained in our article.


What is the most efficient way to increase product adoption?

A product adoption software saves your developers’ time and your budget and permits your team to follow the product adoption process stages.


What metrics should I follow to measure the success of product adoption?

Adoption rate of the product, time-to-first key action, percentage of the users that has reached the “aha!” moment.

everything-you-think-you-know-about-minimalism-is-wrong

It wasn’t that long ago that Instagram was flooded with saturated filters and low-resolution photos. But then the gaudy, maximalist look of the 2000s faded out of style and was replaced with an interest in clean lines and mature color palettes. Seemingly overnight, the platform became an ode to minimalism—filled with interior design and lifestyle posts from influencers anchored by organic, nautilus-shaped forms and eggshell-colored walls. Everything on the grid was carefully curated to be monochromatic, uncluttered, and uniform.

[Cover Image: Tree Abraham/courtesy Bloomsbury]

Minimalism has been eagerly adopted as an aesthetic by Instagram users and pretty much everyone else not on the social media application, too. Marie Kondo teaches us that minimalism is getting rid of anything that does not spark joy. Other influencers (and brands) suggest that it’s having a hyper-curated closet of a few basics, or a simple skincare routine featuring only three all-natural products. Minimalism has become a visual manifestation of “wellness”—a lifestyle trend rooted in conspicuous consumption.

But this loose misinterpretation belies its roots as a decades-old architecture and design philosophy. In his new book, The Longing for Less: Living with Minimalism, out from Bloomsbury January 21, culture critic Kyle Chayka investigates how we’ve veered away from minimalism’s true origins, and converted it into—what can be reduced to—a “look.” Here, Chayka helps dispel the four biggest myths of minimalism.

Minimalism has deeper roots than you think

Minimalism’s recurrence as an idea, in both society and art, reveals the philosophy’s central paradox: It is a quiet celebration of space, but bold in the way its simplicity overwhelms. “In the time right after World War II, minimalism was a popular aesthetic because it’s a perfect, utopian style that everyone can access,” Chayka says in a phone interview. Soon after, in the 1970s, the idea of “simple living” began to take hold, which is the last time eco-conscious consumer practices (less consumption, more self-reliance) were as in vogue as they are today. “I think the internet and social media and the financial crisis is what really caused the super popularity of minimalism this time around,” Chayka says.

Minimalism is not just a trendy style

It’s not difficult to imagine why we, as a society, long for less. Our lives are dominated by dizzying screens, which have forced us to prioritize images over the humanness of real life. “So much of our visual experience is on the internet now. That’s the container of our experience,” Chayka says. “And so it makes sense that the spaces we occupy would be very simple because we spend so much time on our phones.”

In an attempt to counteract the harm technology has done to our ability to focus, rest, and enjoy experiences, people have adopted minimalism as a visual aesthetic. It’s blank, inoffensive, natural. It’s even been marketed as a form of self-help.

Donald Judd, 15 Untitled Works in Concrete, 1980-1984. [Photo: Flickr user Nan Palmero]

But according to Chayka, “minimalism is about experiencing the world directly and engaging with your surroundings.” Consider Agnes Martin’s austere canvases or Donald Judd’s spacious constructions in Marfa, Texas. In architecture, minimalism has roots in Japan, where “there’s a real interest in very refined textures and creating experiences with light and shadow—an architecture of ephemerality that modernism doesn’t really have,” Chayka says. In short, there was once a spirituality to minimalism that has been lost in its current expression. “The style now seems more like numbing yourself and creating a protective environment,” Chayka says.

Minimalism is not morally superior

Minimalism these days has an aura of moral superiority. “Minimalism has always been associated with moral purity or a sense of existing outside of society, whether that’s during the midcentury modern movement or the Voluntary Simplicity Movement of the ’70s,” Chayka says. “The problem with luxury minimalism today is that the style is associated with moral purity and outsiderness but it’s being adopted by the most insider people possible—wealthy women and tech billionaires. The style of minimalism [we see today] is a reality that’s not very minimal at all.” Clearing out one’s home for the sake of more space is not radical if there’s a financial safety net in place to buy it all back again, if one should so choose. (Steve Jobs’s uniform of black turtlenecks and jeans was not minimalist as much as it was a decision to not be burdened with variety.) So the suggestion that someone owning fewer objects is healthier and more put-together overlooks the fact that participating in the trend is less about the inward journey than it is about appearances. Nothing morally superior about that.

Eames House interior, 1952. [Photo: © Eames Office LLC/courtesy Bloomsbury]

Minimalism is not a commodity

Today’s Instagram-ready minimalism couldn’t have been born anywhere other than in the United States. “I think the commodification of minimalism has been very American,” Chayka says. “The idea of an entirely minimalist lifestyle is deeply American . . . we consume everything to excess, even minimalism.” Home organization entrepreneur Marie Kondo seems to have tapped into this American Achilles’ heel; her pivot to selling home goods reflects a genius awareness that consumers are eager to buy objects that represent an ideology, even though they are a shallow appropriation of it. This makes minimalism’s success on Instagram plain, too; it is now an element deeply embedded into a platform that has become synonymous with a certain brand of conspicuous consumption.

Inside a room at Yumiya Komachi in Kyoto. [Photo: Kyle Chayka/courtesy Bloomsbury]

What’s next

Sometime soon, the minimalism trend will likely slip out of the mainstream consciousness again, just as it has in the past. “I think we’ve hit peak minimalism and [are now moving] past it . . . minimalism is a trend and a style and it comes and goes in waves. We start obsessing over it and then find out that it doesn’t solve our problems,” Chayka says. For most people, minimalism is simply not a realistic lifestyle, because the very structure of our capitalist society relies on constant consumption and an attitude of overindulgence. To put it simply, minimalism—as it exists in the culture today—is a privilege. “It’s the difference between an Apple Store and a Zen temple,” Chayka says. “The Apple Store never changes—there’s perfectly clean glass and steel and empty space. But if you think of the rock garden in the Zen temple, it’s always changing and moving with time . . . it’s more interesting and sustainable than creating something that never changes.”

Buy The Longing for Less: Living with Minimalism, by Kyle Chayka, designed by Tree Abraham, Elizabeth Van Itallie, Mia Kwon, and Patti Ratchford for Bloomsbury on Amazon.

all-systems-go


New Logo and Identity for GoDaddy done In-house

before

after

Established in 1997, GoDaddy is a domain registrar and web hosting company. A staggering 78 million domain names have been registered through them and they host over 19 million users. With 14 offices across the world, GoDaddy has evolved from that-place-with-the-weird-name-where-you-can-buy-domains to a well-rounded web service that will help users make something of those domains, providing templates to build websites and marketing tools to promote them. By now, GoDaddy would probably love it if the press didn’t mention their old ads as the company is trying very hard to completely shed the sex-sells approach but, no, we do not forget. This week, GoDaddy introduced a new logo and identity designed in-house with strategy by Lippincott, logo design by Koto, and leadership direction and implementation in-house.

The GO is a clear statement of advocacy for entrepreneurs everywhere — a symbol of empowerment that encourages them to stand on their own two feet.

The GO was created as a visual representation of the space where three ideas meet:

Entrepreneurial spirit

We created the GO’s swooping arcs to represent the indomitable spirit of everyday entrepreneurs. And the word “go” itself is our rallying cry for folks to take the first or next step in their entrepreneurial journey.

Joy

Joy is a corollary to the love that fuels entrepreneurs to make their own way. The GO’s heart shape is a nod to this feeling, while its bold lines radiate the same joy that entrepreneurs everywhere experience.

Humanity

Entrepreneurship should be accessible to everyone, which is why we bring humanity into our digital tools for the benefit of all. The GO’s continuous, overlapping stroke symbolizes the connection all entrepreneurs share, and its generous interior space has room for folks of every stripe.

GoDaddy Design microsite

Logo introduction.
New Logo and Identity for GoDaddy done In-house
Logo.
New Logo and Identity for GoDaddy done In-house
Icon detail.

Logo animation.



Logo trait animations: Entrepreneurial Spirit, Joy, and Humanity.

In 2018 GoDaddy began the process of sweeping its old “guy” icon under the rug by dropping it from the logo — visually, it was the last connecting thread to the GoDaddy brand of old that made it even harder to forget about what their brand stood for. After an interim period of no “guy”, the company has introduced a new icon, the “GO” and Imma say “STOP”. There are a number of things that are not necessarily wrong but just very awkward. Based on the animation the logo is meant to be a heart but in its static form it looks like two ovals stacked oddly one on top of the other with the not-so-hidden “G” in there adding a whole lot of confusion. It doesn’t read like a heart at all because there is no depth to the loops and the one line that could make that connection is abruptly ended by trying to make the “G” — that hard-angled line pointing down and left kills this logo. Comparisons to Airbnb’s “Bello” are fair not just for the similar approach in design but the douchiness of giving it a pretentious name. (As much as I liked and championed the Airbnb logo I always disliked that they named it so annoyingly.)

Conceptually and/or contextually there is something very off about the icon too: it looks completely out of place next to the word “GoDaddy” — it’s really impossible to not think “Who’s your daddy?” (and all that that entails) — and, while I get that they are trying to appeal to the entrepreneurial spirit, let’s not kid ourselves, they sell domain names and templates, not dreams. I’m all for companies establishing an emotional connection with its audience and that’s in part what branding is for but this feels very forced and inauthentic. But let’s continue with the design aspects… the wordmark has been slimmed down, which makes for slightly better readability but the squared-off counters have been lost, which is a detail I really liked in the old logo. To the credit of the icon design, the weird angled line is the same thickness and rounded-corner-ness as the “G” in the wordmark. The new blue color is a little annoying in its vibrancy and I’m surprised they moved away so drastically from their green color, which I thought was fairly recognizable. So, to summarize my logo feelings: not a fan.

Always bright and dynamic, our brand colors speak to the creativity of our customers. Our wide palette connects with people across the globe and promotes inclusivity for all cultures. We use color to bring joy to our brand.

GoDaddy Design microsite

Color palette.

Our bold, serif headline font is elegant and expressive projecting a fresh, modern voice. It presents a hint of flair for professionalism, giving the brand a distinguished feel. We use it to establish strong moments of brand for customers.

GoDaddy Design microsite

Headline typography.

Another big shift in the identity is the use of the bold, pointy, serif trend that has been widely adopted by editorial brands — Medium, The Guardian, BuzzFeed News, and others — and it also feels so out of place for GoDaddy, like a kid putting on their parents clothes. Visually, it’s far too unrelated to the icon or the wordmark and while it works graphically as a headline font — because, well, that’s what it is — it just feels like a gratuitous choice to add a quick dose of maturity.

Our photography lets people see themselves in our brand. Whether it’s capturing entrepreneurs in the moment or presenting them as heroes, we want their personality, independence and energy to shine through. When showcasing our products or anything else, our approach to photography is simple — keep it bright, bold and inspiring.

GoDaddy Design microsite

New Logo and Identity for GoDaddy done In-house
Photography.

Photos are fine. Not exactly in a cohesive style or art direction but they have the right content.

Our hand-drawn illustrations add a touch of humanity to our brand. Some concepts are easier to convey through thoughtful illustrations than through image or word. We apply a light-hearted, editorial approach that intentionally compliments narratives across our experiences.

GoDaddy Design microsite

New Logo and Identity for GoDaddy done In-house
Hand-drawn illustration style.

These are pretty cool — a nice step up from the typical mono-thickness-line trend.

With thoughtful concepts and bold use of color, we use a bit of personality to embody the story of intangible products and complex ideas. We want to create an inspiring world that sparks the possibilities our customers can create.

GoDaddy Design microsite

New Logo and Identity for GoDaddy done In-house
3D illustration style.


3D illustration style, animated.

These are also very cool and fun, especially the animated ones. Unrelated to the other illustrations and photos but cool, sure. I could accept the rationalization that both illustration styles feature hands but, like the choice of bold pointy serif, both illustration styles seemed like they were picked to fill a quota of Things That Brands Do Today.

New Logo and Identity for GoDaddy done In-house
Business cards.
New Logo and Identity for GoDaddy done In-house


New Logo and Identity for GoDaddy done In-house


New Logo and Identity for GoDaddy done In-house

Ads.
New Logo and Identity for GoDaddy done In-house
Poster.
New Logo and Identity for GoDaddy done In-house
Sign.
New Logo and Identity for GoDaddy done In-house
Beanie.
New Logo and Identity for GoDaddy done In-house
T-shirt and tote.

The applications are all fine and good in terms of execution. There is clearly a lot of care being put into the implementation and into building a visual language that can flex in different ways and styles. I don’t think it’s very cohesive or entirely convincing but it does get its messaging across vibrantly.

Brand video.

Overall, for me, there simply is too big of a disconnect between what the company offers and the overly emotional and philosophical positioning behind the new identity — it’s great that GoDaddy is convinced by it and trying to create this atmosphere but I’m not buying it. Maybe I’m alone in this and maybe I have some weird prejudice about GoDaddy not because I’m offended by their old ads — heck, they were fun at the time — but because their old brand, from the name to the logo to the website, had always been so extremely amateur that I can’t suddenly see them in this new heightened light. Nonetheless and I guess what matters in the end is that for any new customer going to buy a domain name at GoDaddy for the first time, it will all look like a respectable place to do so, which hasn’t always been the case.

See what else happened on Brand New each year since publication began in 2006

Logo Before & After
Sample Application

Spotted Around the web


Pinned Recent, Big Stories


Curated 3D that is 2L2Q

new-year,-new-browser-?-the-new-microsoft-edge-is-out-of-preview

Microsoft Edge logo on a body of water

A little over a year ago, we announced our intention to rebuild Microsoft Edge on the Chromium open source project with the goals of delivering better compatibility for everyone, less fragmentation for web developers, and a partnership with the Chromium community to improve the Chromium engine itself. At Ignite, we unveiled our new vision for the web and search, our colorful new icon, and how Microsoft Edge Bing are the browser and search engine for business — and we are thrilled by the growing excitement we’ve heard from all of you who’ve tried it out and sent feedback!

From this incredible momentum, today I’m pleased to announce the new Microsoft Edge is now available to download on all supported versions of Windows and macOS in more than 90 languages. Microsoft Edge is also available on iOS and Android, providing a true cross-platform experience. The new Microsoft Edge provides world class performance with more privacy, more productivity and more value while you browse. Our new browser also comes with our Privacy Promise and we can’t wait for you to try new features like tracking prevention, which is on by default, and provides three levels of control while you browse.

Another innovative new feature in Microsoft Edge allows you to customize your online experience. Choose a new tab page layout or design, and select the types of news you want.

Microsoft Edge user interface

The last several months have been nothing short of inspiring for all of us working to deliver great new capabilities for Microsoft Edge including AAD support, Internet Explorer mode, 4K streaming, Dolby audio, inking in PDF, Microsoft Search in Bing integration, support for Chrome-based extensions, and more.

If you’re a business or education IT administrator looking to deploy widely in your organization or school, we have you covered as well – you can download offline packages and policies and learn more on the new commercial site.

Internet Explorer legacy mode animation

People have downloaded the preview channels of the new Microsoft Edge millions of times to their devices, and we’ve seen many organizations begin to pilot these channels for their users. Enterprises and schools who have mission critical legacy applications and websites – but also want modern web and security – have turned to our new Internet Explorer mode as a “best of both worlds” solution. And for Microsoft 365 customers, using Microsoft Search to find files, people, office floor plans and more on your organization’s intranet is as easy as typing in the Microsoft Edge address bar. Our early customers are calling it “a win.”

Moving to the new Microsoft Edge – what to expect

Now that we’ve reached this milestone, you might be wondering what to expect on your PC. To get the new Microsoft Edge you have two choices: you can either manually download it today, or if you are a general consumer user, you can wait for it to be automatically released to your device via Windows Update. When you do make the switch, your favorites, passwords, form fill information and basic settings will carry over to the new Microsoft Edge without you having to do anything. You can read more about our rollout plans here.

If you’re an IT administrator, you will need to download an offline deployment package to pilot within your corporate environment—the new Microsoft Edge will not automatically deploy for commercial customers. Additionally, none of the Microsoft Edge preview channels will update to the new Microsoft Edge, as they can be used side-by-side for testing and validation.

We also know that deploying a new browser isn’t just “flipping a switch,” so we want to make the process as easy as possible. In addition to simplifying deployment with tools like Intune and Configuration Manager, we are committed to helping your organization transition to the new Microsoft Edge. At Ignite we announced FastTrack and App Assure support for Microsoft Edge. FastTrack will help you deploy Microsoft Edge to your organization at no extra charge if you are a customer with an eligible subscription to Microsoft 365, Azure, or Dynamics 365. And if your sites are compatible on Internet Explorer 8 and above, Google Chrome, or legacy Microsoft Edge, then they’ll work on the new Microsoft Edge. If not, contact App Assure and we’ll help you fix it.

What’s next

Of course, the innovation, testing, and new features don’t stop coming today, and this initial release is only just the beginning. If you want a sneak peek of what’s coming, we encourage you to keep using our preview channels – Beta, Dev and Canary – which will remain available for download on the Microsoft Edge Insider site. Not only will you get an insider’s look at our features pipeline for Microsoft Edge, but you’ll continue to have the opportunity to help improve Microsoft Edge with your valuable feedback. Your input helps make both the new Microsoft Edge, and the web, better for everyone.

Thank you!

A huge thank you to our community of Microsoft Edge Insiders as well as the engineers within the Chromium community who have worked with us to develop the new Microsoft Edge. We remain committed to actively participating in and contributing to the Chromium open source project. To date we’ve made more than 1900 contributions across areas like accessibility, modern input including touch, speech, digital inking, and many more.

Keep telling us what’s working well, what needs to change and what you’d like to see in the new Microsoft Edge.

Our heartfelt thanks – we couldn’t have made it here without you!

JoeB

the-(unofficial)-apple-archive

Dedicated to the unsung studio designers, copywriters, producers, ADs, CDs, and everyone else who creates wonderful things.

Dedicated to those who stayed up late and got up early to get on the family iMac to recreate event slides in Keynote.

Thank you.

pet-peeves-of-a-designer?:-?8-things-you-should-probably-stop-doing

Nikhil Kirve

It was a small moment and a late one when I realised… Why do designers approach design in such a way? Why not like this, and so on… Being a designer for over 6 years, I’ve made these mistakes and probably you’d have made one too.

At times, designers just want to “please” the stakeholders and get their work done by the day. While on many occasions we invest a lot of time in searching or designing a solution, when we are needed to address the question in the first place — and this leads us to walk astray without realising our errors.

Hence, below are few of my observations towards some common design flaws that I stumbled across, that made me think about my understanding and my exercise that helped me accelerate my UI/UX design process. I hope this helps in your everyday design.

Creativity is not easy. Coming up with a design in a short time can be difficult, and so we look for references and copy them the same. As a designer you need to stop plagiarism and try to modify a reference work into your own design.

I agree — Designers are not born with innate ability to create gorgeous interfaces, or gifted with some special color psychology. Designers also need to work hard on their craft, experiment and learn like everyone else does. Although, as a newbie designer it is OK to copy and hone your skills from Pros. It’s the right way to learn when you do not have an industry perspective.

That said, having somewhat experience as a designer you will agree to one thing that, we all take UI reference material from Dribbble, Behance, Awwwards etc. In my opinion, our references should remain as an inspiration. It is one thing to get inspired but it’s another thing to copy paste someone else’s design entirely. Its always good to get ‘inspired’ (motivated) from others, like your favorite designer — you will always fall in love with their work, their style of design, color palette, interaction and more… but think this, their design language & style might not necessarily be appropriate to the product you are building.

Do not copy! Understand if it will work for your product or not.

Copy pasting UIs will save your time and a non-designer would never notice. But seriously: Why? — after years being a designer, if plagiarizing is still your way then, my friend, it’s time to bring some change. The creative process is an exercise, one in which you need to give time and train your mind. Once you overcome your creative block, you will come up with something different even with the shortest of ‘icon’.


It’s important you save time on illustrations, icons or any graphic element on UI while making early designs. Having an idea of what the illustration will look like and then selecting an appropriate placeholder will accelerate your work.

Off course, this doesn’t mean that you don’t have to make one. But, is it actually necessary to design visual elements before you finalize the layout? — NO.

Let’s take an example: You are designing an ‘Invite friend page’ for which you want to add an illustration — so you design the layout of the page accordingly, Now, rather than jumping into making that illustration or artwork.. take it slow. In your mind you know what kind of illustration you want — A guy holding a phone and a friend next to him.. Ok now, go ahead search for a similar type of illustration as a ‘placeholder’ on Dribbble and use it in your design.

Pick the reference image from Dribbble.

Get the design approved by the stakeholders prior. You will have plenty of time to work on illustration once the design is in development. This shows your ability to quickly move the project ahead without actually putting your creative skills on priority.

By doing so –

  • You have presented your page structure a lot faster
  • Saved your time and rework on graphical elements
  • Project timeline is not compromised due to delay in design

Final work on illustration before release!

If you are asked to provide a design or even a popup by your PM… Just wait for a sec. Do not pour their words into design just for the sake of giving it. Listen to the requirement and get every necessary piece of information, as this will only help you to strategize your process of design and save both of your time.

Ask questions: __What is the objective? __What are we expecting the user to understand? __Is this information necessary to the user? __Is this structure coherent for the user? __What will happen if there is no data to show? And so on…

You are not bound to do everything as the PM says.

As a designer you need to do your part of research & exploration for you to share insights for the best experience a user could possibly have. Do not rush into design blindly. You are not thinking deeply about the product and its use, period. If you do not agree to a certain thing as a user experience designer, take a minute… Get your brain to process and you will have a different & better way around.

(Look the requirement from your perspective).. by Agatha Yu

Sometimes, you won’t even require a design and a problem could be solved using system native components. Think before opening ‘Sketch’ — Stop doing donkey work!

As UX Designers we are often inclined towards the craft and expression of an idea. Whereas PMs helps in translating the user problems into tasks and are focused on execution of the product. However, in the end, both Designers & PMs set the vision and bring value to the product. Thus, give your own thought to what you are about to design in order to save your iterations.


While designing, we start thinking of elements that the user will need or will interact with — which ends up crowding our artboard with elements such as — heading, subheadings, graphic, bullet points, video, ticker, fab icon and what not… and all this happens when we don’t have the time to sit and wireframe. In such case, having all information that we think is necessary to the user in our design ends up confusing us even more, and all we end up doing is — moving the pieces up and down to make the layout look good. Don’t do this.

“A Designer will arrange details on the page, but a Good Designer will eliminate all the unnecessary details.”

It is crucial for us as designers to understand on a psychological level, why our users are doing what they are doing, what motivates them to use our products/service. This awareness will allow us to create an impactful and well-defined structure for the product.

Treat your design as a Story — which has a start, middle and end. Every small feature you deliver is a story in itself and each page you design weaves that story together. Do not overwhelm the user by tossing stuff on his face and letting him figure the story by himself. Instead, walk him through. Design should intrigue him enough that he is compelled to stick till the end.

Adding everything into design -vs- what’s actually needed

Be more empathetic rather than being instructed. There is a certain depth to understand a page when it comes to the real user. Once you have their point of view it will be easy for you to eliminate unnecessary and keep only what’s actually required on the page.

…Less is required, more is unnecessary!


Consistency is the key principle of design! Going all artistic will end up with an inconsistent interface to the product that will not only confuse the user but will also make it hard to decipher the final product.

Let’s say, One day you’ve been asked to redesign a ‘Profile page’.. So, you go and skim through all the profile page designs on Dribbble. You liked a design that is appeling with all the colored icons and gradients, which then you use that as a reference to make your own profile page. Kudos! You’ve completed your task! Now, the next day, you are asked to design a ‘Detail page’ inside the ‘Profile page’, which shall have numerous text fields, actions and content.. So you repeat — go on Dribbble, see similar samples and design your page. Why?…

First of all, All design decisions should come from understanding the user. And secoundly consistency in the design pattern should reflect in the product.

Trying to make designs beautiful as per Dribbble will not benefit to the user experience of your product.

Alteast, having a consistent Visual Language will help the user to execute a task without learning the UI every time they switch the context. By doing so, you are also setting a Voice and Tone for the product.

Save components that can be reused — Styleguide!

Visual consistency must be taken care off. Similar elements that are perceived the same way make up the visual consistency. Font sizes, spacing, button style, colors, even the line width of the icons should be consistent across the product. And so we create library/styleguide.

… Keep it simple, reuse components!


If you are one of those designers who think that content writing is not my job… I will write ‘lorem ipsum’ and move on and later incorporate the content I receive from the PM or content team then — Stop practicing this. Even if you feel your language is verbose, try to write your own copy.

Well, Content Strategy and UX writing falls under the large UX umbrella. Few industry best (Airbnb, Slack, Dropbox, Patreon, Squarespace) follows content strategy as a design practice. Likewise, not as a professional but being aware of what content adds to the core product experience and how it goes much beyond metrics and ROI is important.

“Writing content in your words will help you decide on how a design should work and look rather than trying to fit the content into a design”. As a designer, you have a fair understanding of the user journey and what the user is expecting to read or see on a particular screen, hence writing copy will helps you to keep the content flow consistent and further provides a context to UX writers to refine & create a unified voice for the product in ways that a designer may not.

Content lives in design and design communicates via content.

By adding lorem ipsum in your design you are dressing your king before knowing his size.

It’s a good practice to write content on your own during the design process, instead of using placeholder text. It will truly differentiate your design style from others.

Read about — Content First Approach in Design


I know how exciting it is to show your design skills. As a designer we want the best looking UI and interaction to what you are making — That like a dream of a designer:) You will prefer to sit in isolation until you are finished with your crazy designs and only then give the designs away. Creating beautiful pixels without knowing technical feasibility is just waste of time.

Ah, the beautiful relationship between Designers & Developers! We have heard so many times about the cold war brewing between these two world apart parties. Yes, we guys are equally involved & responsible for shipping the product. The whole process of creating a product or introducing a new feature always starts with keeping the user in focus, right? And, no matter how fancy a design we make, if we are not aligned with the engineering partners then it won’t do any good to the user and certainly will not help the business.

Love between designers and developers

Understand the possibility of effort that goes into building your design solution. Make sure they understand the reason behind designing it in a certain way. Provide a realistic example and also have an alternative way in case it’s truly infeasible.

Communicating early and establishing a clear shared understanding between you and the developer will surely save a number of redesigns, delays and will also cost less to your organization.


I have worked home after office hours:00 for almost six years, and I am not sure if I am the right person to advise on this but here are my two cents. I am not going to lie and say that this hasn’t help me to accelerate in work or career wise. But raising my head from the screen has made me think of how much I’ve missed all these years.

So, you are passionate about design. You like the complexity of a problem and are willing to put all your creativity, energy and your mind to solve it. You don’t see day or night, you are just so much in love with your work that you see nothing except that — ah, I know the feeling.

Most of my time is spent in front of the laptop WORKING. One thing we all know, is that the process of learning will never end. We have plenty of time in a day to work and be productive, and this is something that I am still working on. I still at times take my laptop and work late at night in my cave. Point being, we all can choose whether we want to work plenty or work little and smart.

This I can advise you —

“Stop doing quantity work, start doing quality work”

Don’t be satisfied with your designs, you will always do better the next day. It’s just the matter till you initiate. Set a goal that will drive to at least make that attempt…Keep working towards it — lose sleep, create, innovate, work home (doesn’t matter:) make amazing designs.

You’re doing great!


the-definitive-guide-to-landing-pages

As a digital marketing professional, you understand that email marketing is only one part of a larger puzzle. For your email marketing efforts to pay off, your email subscribers need to be directed somewhere, so that certain actions can be taken.

That’s where your website’s landing pages come into play. Read on to discover the importance of landing pages, as well as how they work alongside email marketing to net you the desired results.

Guide to landing pages: what purpose do these pages serve?

A landing page is a specific web page on your website that your subscribers are directed to via various sales/marketing tactics. This can be through an email CTA or even a social media post. A landing page is different from a typical webpage because it serves a particular purpose.

For example, many of our emails and blog CTAs take leads to our request for a live demo landing page.

Example of a Campaign Monitor landing page

Source: Campaign Monitor

This page serves a single purpose: requesting a live demo of Campaign Monitor and the services available to marketing professionals. Those interested simply fill out the form and then click the “submit” CTA to get started.

So, while landing pages have a focused directive, they serve a critical role in your overall marketing strategy: to convert website visitors into new leads. If implemented correctly, a well-designed landing page is almost guaranteed to get you the conversions you’re looking for.

Your guide to different types of landing pages

Marketers understand that each offer or promotion requires its own landing page to get the attention it deserves. In fact, studies have shown that companies that increase their number of landing pages from 10 to 15 see an average increase in leads of 55%.

However, many individuals don’t understand that several different types of landing pages can and should be utilized, depending on the type of campaign being run. This has led to 48% of landing pages containing multiple offers, which can drastically decrease the overall conversion rate by up to 266%

That’s why it’s crucial to have the right landing page for each of your campaigns. Not every landing page will be a product detail page, and research shows that other landing pages typically perform better than a typical product detail page.

Product detail pages vs. all other landing pages

Source: Marketing Charts

It’s essential to consider adding a variety of different landing pages to your digital marketing strategy, and we’ve provided some information on the most popular landing pages used by marketing teams today.

Lead capture page

A lead capture page is a landing page designed to encourage website viewers to leave their personal information in exchange for a good or service. Typically, marketers begin by sending an email to new subscribers that outlines various perks of their subscription. From there, users are encouraged to click on a CTA that brings them to a landing page where they’ll fill out a form to gain access to something.

The MarketingProfs team does a good job of this. Their welcome email currently includes a link to an “exclusive look” at Nancy Harhut’s MarketingProfs B2b Forum presentation. If you click on that lead capture CTA in the email, you’re taken to the first landing page, which delivers the promised material. From there, you’re encouraged to sign up for the 2020 forum and are then asked for more information on landing page 2.

 Email marketing and landing page examples

Source: Gmail/MarketingProfs Landing Page 1/MarketingProfs Landing Page 2

Sales page

Sales pages, while some of the most relevant landing pages in your digital marketing arsenal, are the ones that are the most commonly misused.

Some of the most effective sales landing pages are longer in nature and can generate up to 220% more leads than landing pages with above-the-fold CTAs. However, what works for some may not work for all, so you should always be A/B testing your landing pages before making them live for all.

In this example, the sales page is broken up into different sections, providing viewers with options to review before making their final decision.

Example of a sales landing page

Source: Living Language via Instapage

Click-through page

Click-through landing pages are great when you’re working with a new prospect and want to warm them up to an offer. Remember the example above by MarketingProfs? That’s an excellent example of a click-through landing page because it moves the prospect from the welcome email to the initial landing page, and then to an exclusive offer landing page for the 2020 Forum.

Another great way to incorporate a click-through landing page is by using free trial offers or with a “get a quote” CTA. This encourages your consumers to click through and gives you some information to move forward with the process of learning more or getting access to the free trial.

Click-through landing page example

Source: Nationwide

Splash page

Splash pages are typically used to inform your visitor or something prior to giving them access to another landing page or blog post. This doesn’t usually ask your visitors for any information and acts more like a welcome page of sorts. Other types of splash pages could include short, quick forms to enable you to gather vital user data.

Example of a Splash landing page

Source: Forbes via Instapage

Squeeze page

Squeeze pages are designed to capture a prospect’s email address to grow a brand’s email list. These pages often pop up while you’re scrolling through a website or article, and they often ask you to sign up for the brand’s newsletter to stay in the loop without having to search the brand later.

For example, GQ includes a squeeze on its homepage. It appears as the visitor scrolls through the homepage material and encourages them to sign up to stay on top of the GQ trending stories.

Example of a squeeze landing page.

Source: GQ

Other examples of squeeze pages are those that pop up after you’ve visited a website so many times, and they require you to sign up before you can view any other content.

Example of a gated squeeze page that requires a subscription to view more content

Source: The Business Times

Guide to landing pages: design best practices

Just like any other marketing material, knowing design best practices for landing pages is an absolute must. There are many different design best practices out here; however, when it comes to landing pages, these are some of the most vital practices to keep in mind:

  • Put your audience first by designing with them in mind. That means designing for the skimmers, including images and videos, to help break up large blocks of text and making your CTAs easily identifiable and actionable.
  • Consider your own goals during the design phase. You can’t neglect your marketing goals, or else these landing pages won’t serve your brand in any way. What purpose does each page serve? What solutions will it help provide your audience members? What’s the best way to encourage action on each page?
  • Focus primarily on the benefit for your audience members. What pain points are you addressing? How’s this page/product/service going to make their lives easier/better? Don’t focus heavily on the specific features. Instead, outline how this is going to address the problem they’re seeking answers to.
  • Be as specific as you can, or else risk confusing your prospects. This is particularly important if you have multiple offers running at the same time. Remember, you want to have a landing page for each of your active campaigns. That way, there’s little chance of confusion for those clicking on links for a specific product, deal, or campaign.
  • Always run an A/B test before letting your page go live. What works for one campaign may not work for the next, so make sure you’re taking adequate time to test your landing pages for limited periods of time and track your results to see which one gets you the best results. Whichever variation wins is the one you should put up permanently.

Landing pages and email marketing work together when done correctly.

While some may believe that landing pages are strictly related to your online presence and digital marketing strategy, remember that your marketing strategy is made up of multiple puzzle pieces. Once you’ve got your landing page ready to go, you can start including them into your email marketing strategy.

For example, MacPaw does a wonderful job of creating a sales landing page that they incorporate into their holiday sales email campaign. Instead of laying out all the options for consumers, they include a 30% off CTA, and should the consumer be interested in the offer; they can click through to the sales landing page to see all the available offers.

 Example of email marketing and landing pages working together

Source: Really Good Emails/MacPaw

Wrap up

Landing pages play a vital role in your digital marketing strategy, and it’s essential to understand that not every landing page is created equally. That’s why this guide to landing pages focused heavily on the varying types of landing pages that should be incorporated into your marketing strategy:

  • Squeeze pages
  • Sales pages
  • Lead capture pages
  • Splash pages
  • Click-through pages

Ready to see what Campaign Monitor can do for you? Then request your live demo today.