From the article intro: "For designers, it’s easy to jump right into the design phase of a website before giving the user experience the consideration it deserves.
Too often, we prematurely turn our focus to page design and information architecture, when we should focus on the user flows that need to be supported by our designs.
It’s time to make the user flows a bigger priority in our design process.
Design flows that are tied to clear objectives allow us to create a positive user experience and a valuable one for the business we’re working for."
This article illustrates you how spending more time up front designing user flows leads to better results for both the user and business.
Whatever the conversion goal for the business, the key is to give the user a reason to keep moving through the flow, down the funnel.
Use the following methods to keep the user moving down the funnel:
- Build user confidence by clearly articulating key benefits, backed by easy-to-digest proof points.
- Streamline the content and design to focus on a clear call to action (in this example, to sign up for an email newsletter).
- Remove friction at every step. Ask for the minimum amount of information, and reduce the number of fields, extra clicks and page-loading time.
- Create an enticing hook, an itch that can only be scratched by completing the registration step.
Read the full article: http://uxdesign.smashingmagazine.com/2012/01/04/stop-designing-pages-start-designing-flows/