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Case Study: Redesigning Todoist for Android

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Todoist is a to-do list app that 25 million people rely on every day to keep their lives organized. As part of the Doist design team’s goals for 2021, we aimed to redesign the Todoist Android app to take advantage of the latest Google Material Design guidelines.

In this post, we cover the design decisions and processes behind redesigning the Todoist Android app for Material Design. We explore the Design and Android team’s collaboration practices that brought the app update to life, which resulted in winning the Material Design Award 2021 in the large screen category. Let’s get started!

Opportunity

When we started the project, our design implementation on Android was ready for a major overhaul. The last milestone redesign on Android was initiated after the release of the first Material Design guidelines in 2016. Since then the team successfully worked on continuous improvements to the Android app, but we saw the opportunity to improve Todoist on Android on a more holistic level.

We set out to clean up instances of older UI components, colors, and text styles and update them with the latest Material Design components. We observed that some interactions and navigational patterns had become inconsistent with what users were expecting on newer Android devices and were eager to modernize this experience. With new hardware and software changes in mind, we set out to make the experience on larger phones and tablets even better, so Todoist could take full advantage of the latest generation of devices. Material 2 and 3 provided an incredible new framework to rethink the current app experience. With this in mind, we set out to challenge what a modern Android app should look like and innovate on top of the default user experience.

Solution

The team set itself the goal of redesigning our Todoist Android app and aspiring to make it the best-designed productivity app on Android. The project was ambitious and scheduled to take several months to complete. We set ourselves the following targets while working on the project:

  • Review the current implementation and older design specs.
  • Study the latest Material Design Guidelines and assess what is relevant for our project.
  • Research great Material Design apps and case studies and learn from their execution.
  • Define the new Todoist Android app design language and document the changes.
  • Design and development work together to assess the proposed solution and implementation.
  • Test an early version of the new app internally to gather feedback and make adjustments.
  • Invite beta testers to the new app to gather feedback and make adjustments.
  • Refine the app and address core issues before launching to the public.

Review

The project was kicked off by reviewing the current Todoist Android app implementation, noting down what areas needed to be fixed and what was up to date. While reviewing, we took screenshots of the app implementation for reference. This way we could easily see the current state of the app and compare it to the new design proposals that would be created. Once the review process was finalized, we had a comprehensive overview of the current state of the app and the layout, component, and styling changes we wanted to make.

Study

We continued the project by studying the latest Material Design Guidelines, assessing the components and practices that were most relevant to Todoist.

When the project kicked off in February 2021, Material 2 was the most recent version of their design system. Since Material 2 had already been released for quite some time, we anticipated that design changes to Material would be announced soon at the Google I/O event in May 2021. Rather than wait, because we expected the changes to be iterative, we pushed ahead with our work.

We identified 25 components and UI patterns that we wanted to change across the app. The changes included buttons, forms, menus, sheets, navigation drawer, app bar, system bars, text and color styles, and more. We started by creating a table view in a Dropbox Paper document with the component changes and references links to Google’s Material Design Guidelines.

This components list was a starting point for discussion to plan the scope and complexity of the changes. Close async discussions between the design and development team in Twist and Dropbox Paper comments helped us make decisions about scope and complexity early on and set a solid foundation for the project.

Research

In the initial Material Design study, we also researched inspiring Material Design apps, Material studies, Play Store apps, and Google Workspace apps to learn from their execution.

We started out by studying the Material Design Award Winners 2020 and tested out the products that were showcased. The showcased winners struck a good balance between implementing the Material Design Guidelines while maintaining their own product’s brand within the system. This balance between Google’s guidelines and the Todoist brand was also key for us to get right and so we strived to find this mix across the work we created and implemented in the project.

Along with the MDA winners, we researched the Material Studies that Google produced to showcase what apps could look like with branding and Material Design guidelines applied. It was a great reference to see how far components could be customized while maintaining the core platform principles. The Reply case study in particular offered valuable insight to us as its content type and layout came closest to Todoist. It showcased how components like the app bar, navigation drawer, and large screen layouts worked while being customized.

We continued our research by searching the Google Play store for inspiring app examples. Google Tasks, Press, Periodic Table, and Kayak stood out to us as the level of polish and quality of the apps were on par with the experience we were aspiring to create.

Sometime later in the project when Material You was released (more on that later), we stumbled upon the Google Workspace apps blog post which previewed Material 3 changes that Google was introducing to their own products. It offered a great glimpse at what was to come before the Material 3 Design Guidelines were officially released. This post sparked new internal discussions and further design explorations that we considered for future Todoist Android updates.

Design Spec

As we started to define the new Todoist Android app design language and document the changes, we opted to create a design framework, focusing on creating components rather than designing every screen in the app. This allowed us to consistently apply the design system in the app. We did so by using the previously defined component list that we created during the review and study process.

Core screens from different areas of the app were chosen to demonstrate how the components could be applied. We chose to mock up the Todoist project view, navigation drawer menu, project view edit screen, settings, and project detail view, among others. These screens gave us a good overview of how buttons, forms, drawers, lists, and other components would work together and in different states; selected, pressed, disabled, etc.

During the project, we were transitioning our Doist design system to Figma and started creating our first components in the new Doist Product Android Library. We started by using some components from the Material Design UI kit – Components library from the official Google Figma resource file and added them to our Doist design system. We then continued to build up the Product Android Library file with our Todoist-specific components such as task list & board views, detail views, sheets, colors, typography, etc.

We continued by documenting color and typography changes that were based on the Material Design guidelines. The design team opted to implement a new Design Token framework that would share the same values between our design system and the development implementation. The development team would output the values they had in the current implementation and the design team would analyze which values were needed and which could be merged, changed, or deleted. This informed the new Design Token color and typography system which we then documented and discussed with the team to implement. Later in the project, we were happy to see a similar token system introduced by Material 3 in the latest guidelines which validated our thinking and principles behind the new design system.

The design documentation expanded to hold other edge-case mockups that could sit alongside the design system. We documented different responsive screen experiences between phones and tablets against the previous implementation. Additional sections were created to document the motion that should be used for certain components and screens by referencing existing Material Design guidelines examples or prototyping custom motion in Principle and After Effects. The design spec also touched on haptic feedback that should appear on touch targets, how dark mode should work across the new components, documenting Todoist themes within the new design language, and more.

Design Implementation

At Doist, the benefit of the squad is that cross-team collaboration is built into the make-up of the team. Designers, developers, support, and product managers work together in a squad to deliver the project. This close collaboration from the start is key to bridging the gap between scope, estimations, design, development, and delivery. The squad discussed their findings on a daily basis and came up with the best plan of action together.

Designers started by creating components in Figma and shared them with developers in Dropbox Paper. We used screenshots to document the current implementation next to the new designs and linked to the default Google Material Design components. This allowed the team to compare all references in one place. Developers shared their feedback, adjustments would be brainstormed together as the designs were iterated.

Designers on the project would share their work in progress on a weekly basis with the rest of the design team in a design review Twist thread. Here details about the designs were discussed, alternatives mocked up and bigger picture plans made. Design reviews brought up topics like FAB (Floating Action Button) placement, theme options, accent color usage on components, consistency with other platforms, navigation options, and shadow elevation. After thorough discussions and alternative mockups were presented, the design team aimed to find the right balance between Material Design and Todoist brand guidelines. The development team, also part of the design reviews, gave their feedback on the solution and raised technical complexities early on.

Eventually, the design was stabilized and consistencies updated across components and mockups. The design spec was kept up to date so the development team could always review the latest designs in Figma.

Testing

As soon as the development process started, the Android team provided early screenshots and videos in Twist threads while they were implementing the design spec. This practice allowed us to review the app implementation early and often. Designers could review the development work and share feedback in Twist, which resulted in getting the implementation to a high quality. Alongside Twist discussions, the team set up a Todoist project to track ongoing issues and fix bugs. Designers logged new issues, developers would solve them and share the new implementation for designers to review.

When the team had the first stable version of the Android app, we shared it internally at Doist to get more insight and feedback. Other Doisters could access the redesign via a feature flag that could be turned on in the app settings and test the new version for however long they wanted. The feature flag system allowed people to give us early feedback on the design decisions we made and report bugs. Feedback was submitted by the wider team through a dedicated Twist thread and designers and developers could discuss how best to address the feedback during the active project implementation.

After we refined the app implementation further and addressed early feedback we opened up the app update to our beta users. Here users had access to the new Android redesign and were able to give us feedback. Our support team gathered feedback and shared it with us in a dedicated Twist thread. The squad aimed to analyze every comment and looked for patterns where we could make tweaks and improvements to the user experience.

As part of these tweaks, we made changes to how the bottom bar and navigation drawer worked. Some users reported frustrations with the way the new bottom navigation and menu drawer worked. In its first implementation, the drawer was half raised when opened and had to be swiped up to be raised again to see the full content list. This was an issue for some users as it was slower to get to the content below the list. So we decided to fully raise the drawer by default when opening. We also made it easier to open the navigation drawer by sliding up from the bottom app bar. This was a small shortcut but it enabled users to get to their content faster.

Material You

While we were in the testing phase and about to wrap up the project, Google unveiled Material You, and sometime later the Material 3 Guidelines were published. With the newly announced resources, we went back to study the latest guidelines and references we could find to see where the Todoist Android app redesign fits in and which adjustments we might need to make now or in the future.

Dynamic Color was a big new feature that was announced as part of the Material You update. As Todoist supports many different themes the Material You Dynamic Color feature seemed like a good fit for our product. We decided to prioritize this feature and implement Dynamic Color light and dark themes as part of our Todoist theme settings options.

To implement Dynamic Color, the development team started off by creating a demo prototype that utilized the Dynamic Color system and showcased how we could select from a range of color choices that the system defined based on the wallpaper choice. From there, we tried to incorporate system behavior in our design mockups. We designed a range of different color mockups and components to see which ones could fit with which components. We then came up with a color system that worked for the Todoist app and the new themes. These new Dynamic Color themes would sit alongside our current theme options in the Todoist app settings. From here users could choose between Dynamic Color Light and Dark themes.

Along with Dynamic Color, the team also created a customizable bottom app bar, allowing users to set up the app in a way that’s most convenient to their workflow. The location of the Dynamic Add Button can be changed to the center, left, or right corner of the screen. The order of the Menu, Search, and Notification buttons can be rearranged to best fit the ergonomics of the user’s dominant (left or right) hand and optimize their navigation patterns.

Launch

As critical beta feedback was addressed and stability tweaks were made, the squad felt ready to release the new Todoist Android app to the public. The team logged the issues that could not immediately be addressed for future reviews and updates.

The design and marketing team readied the launch by creating What’s New banner artwork and copy that are displayed within the app when launching the update. The Doist marketing team also created release notes and shared the app update announcements on our social channels. The brand and product design team worked together to create custom image assets and copy that summarised the project work in a simple and beautiful way.

What’s Next: Material 3

After a successful launch of the redesigned Todoist for Android app, Google contacted Doist to announce that Todoist was selected as the Material Design Award 2021 winner in the Large Screen category. The team was excited to be recognized for their hard work and it felt like we achieved the goal we had set out to accomplish.

Internally, designers and developers continued to study and discuss the Material 3 updates. The design team started exploring mockups and design changes inspired by Material 3 and Google’s Workspace app updates. Some of our current Todoist explorations include changing the FAB styling, updating the app bar, further removing elevation shadows, and more. Here is a preview of what a future Todoist update could look like.

We hope these insights into Doist’s design process and collaboration practices have sparked your interest. Thank you for reading and stay tuned for future design updates!

Takeaways

  • Study the Material guidelines, Material Design winners, Material studies, and Google Workspace apps to make informed design decisions when designing your next product or app update.
  • Evaluate which Material Design components and practices are right for you and implement them into your product.
  • Carefully balance the Material Design guidelines with your brand guidelines to create a unique and consistent experience between your product and the platform it lives on.
  • Collaborate with your Android developers early and often to ship app updates efficiently and increase the design implementation quality.
  • Use design components and build a design system along with practical mockups to create an efficient design spec.
  • Consider how the latest Android features fit into your product and which have the most impact on your users before deciding to implement them.
  • Test and review builds with your internal team and external beta users to get valuable feedback and make adjustments before releasing them to the public.
  • Create announcement artwork to showcase your latest app or feature update along with a clear description to share in-app and on social media.

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Exciting New Tools For Designers, April 2022

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Bored with the same old design tools? There are plenty of new toys to experiment with, from fun divots to functional design tools that could become your new go-to’s.

Here’s what is new for designers this month…

Kosmo

Kosmo is a new project management and invoicing system designed just for freelancers. Designers and developers will love it because the interface is sleek and modern. The tool lets you send invoices, track time, manage projects, send proposals and contracts, and manage billing. You can customize everything from your brand to colors so that your invoices reflect your business style. The platform has a free option as well, making it easy to have the tools you need to run your business. (Plus, there’s a very affordable premium plan if you want more features.)

STUDIO

STUDIO lets designers layout and publish responsive websites, including the ability to connect to backend data, all with a low learning-curve GUI and no coding knowledge prerequisites. You can publish to a free URL with free hosting on the cloud. The free version also includes forms. STUDIO also has premium plans if you like the tool for websites of all sizes and bandwidth needs.

NFT.js

NFT.JS allows you to deploy an ERC721 contract that can perform all the required functions without writing a single line of code. Interact with the contract by calling functions and sending transactions to the contract with a couple of lines of NFT.JS. Provide the input file into the metadata object, and NFT.JS uploads all the files provided in the metadata to IPFS as well as uploads the metadata.json file to IPFS and mints the NFT.

Color Morph

Color Morph is a fun little tool to help you generate mesh gradients in SVG format, or generate CSS, that you can snag and use in projects. The patterns are trendy and fun to use.

Scripts Organizer

Scripts Organizer is an advanced code editor for WordPress. This premium tool helps you make workflow scripts work for you with scheduling, advanced functionality, live previews, safe mode, SCSS partials, code injections, import and export, and more.

Texture

Texture is a fun web project that creates generative art that you can use for backgrounds or pretty much anything else. Preview the textures, pull the JavaScript or CSS or even edit and continue to play with them on CodePen.

Avvvatars

Avvvatars are a set of unique placeholder avatars that are free. The tool is easy to use, includes 40 colors, is accessible and lightweight, comes with 60 shapes, and is customizable. You can grab it on GitHub or as a Figma file.

Epic Ruler

Epic Ruler is a premium design utility tool that measures distance, dimensions, position, pick colors, test contrast, and align on-screen elements anywhere on your screen. You can also create alignments, and it comes with a great color picker that helps you pinpoint hues down to the pixel.

Jotform Apps

Jotform Apps is a new set of app tools from the company you may know for form-building tools. The free no-code app builder lets you add forms, links, widgets, and branding to one fully customized app that can be downloaded onto any smartphone, tablet, or computer. Get started with a template to jumpstart projects.

Spruce

Spruce is an open-source, lightweight CSS design system that’s built on Sass. The tool, which is in beta, is designed to help you start with a solid foundation for projects. It includes structure and code, typography, tables, and buttons.

Yaade

Yaade is an open-source, self-hosted, collaborative API development environment. It’s made for those who want self-hosting in security – if you don’t know the password, there’s no way in! You can import OpenAPI v3 files, there’s data import and export, and a dark mode default.

Agnostic UI

Agnostic UI is one stylesheet that works with multiple frameworks. The user interface components work in React, Vue 3, Svelte, and Angular. It includes semantic and accessible HTML with unprocessed CSS so you can code on the platform to get ahead of web standards.

Turbulent Buttons

Turbulent Buttons is a button-and-hover animation that goes the extra mile. This is a fun button and animation that is anything but boring.

Never Install

Never Install is a cloud platform that allows you to run any application from the browser without installing it on your device. It is an alternative to traditional desktop application usage and enables people to stream applications over the web. The developers are working on a next-generation cloud platform to bring any GUI application regardless of the operating system, device, and system requirements to the browser. The tool is free to use.

Photoinsight

Photoinsight is a tool (free and paid) to manage digital assets, including photos, videos, and 3D elements, in one place. You can search, filter, and group views based on your preferences. Plus, there are tools such as batch renaming and statistics and trends to help you manage files.

Formspector

Formspector answers that nagging question – are my forms working? Use the tool to set automated tests that will notify you if anything stops working, from newsletter signups to contact forms to support requests.

Wikifox.js

Wikifox.js is a lightweight, powerful, and restful JavaScript library that connects to the Wikipedia API. This library can be used to get content from Wikipedia.

Lightning Builder

Lightning Builder is a free browser-based drag and drop website builder. You can design a mockup in minutes so that you can show developers or writers what you are thinking when you are planning a new design or website project. Use it to ease communication for teams with new project builds.

Waaard

Waaard is a tiny tool with a lot of practical applications. Use it to create a protected link or file that only people you want to access it can open. With plenty of verification methods, you’ll know your links are safe.

Doodle Ipsum

Doodle Ipsum is the lorem ipsum of illustrations. Customize doodles, grab the code, and use them on web prototypes, landing pages, or no-code tools.

FF Din Stencil

FF Din Stencil is a fun display typeface for just the right application with a distinct style. It comes in a variety of weights and styles and is part of a greater FF Din family.

Fontanella

Fontanella is a typeface designed by Coto Mendoza, which emerged from calligraphy and manual drawing exploring the skeleton and classic proportions of Roman capital letters. It has an easy-to-read style with interesting sans serif characters.

Sarlotte

Sarlotte is a statuesque typeface with long tails, swashes, and flourishes. From the type designer: It seduces your eyes with its curves yet still manages to maintain its classy serenity, it’s perfect for branding, logos, invitations, and more.

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15 Best New Fonts, April 2022

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This month’s collection of the best new fonts is headed in a lighter and quirkier direction than previous months. What’s more, font foundries seem to be getting more creative with their designs as many of these fonts come with alternative stylistic sets, giving you more control over the resulting typeface.

If you’re looking for some fun new fonts to spice up your web designs with, start here:

1. Beauty Rose

Beauty Rose is a whimsical script font that can add a touch of romance and warmth to header text and hero images. It would also look great when promoting holidays and events like Mother’s Day, Valentine’s Day, and weddings.

2. Black Sharp

Black Sharp is a bold display font that works equally well for website logos as it does for physical products (e.g., signage, packaging, book covers, etc.). What’s especially neat about this font is how it transforms when you change its texture. It takes on a very different tone with a grainy look instead of a shiny one, for instance.

3. Goat & Qalvigo

Goat & Qalvigo is a classic serif font with a modern twist. While many of the examples provided by the type designer show off the funky side of the font, thanks to the additional ligatures and alternative styles, you can always use the regular character sets. Either way, you’ll have a classy new font to use all over your website.

4. Happy Comic

Happy Comic is a font filled with personality. Looking at it makes me think of a goofy cartoon character or maybe even an older Adam Sandler movie. This would be a good font for branding lighthearted and humorous brands or publications.

5. Helsa Display

Helsa Display is a slim and compact serif. While serifs usually work pretty well for paragraph text, this one belongs in headlines and sub-headlines because of how thin the characters are. It also has a bit of a dark side (see the examples at the link to see what I mean), so reserve this font for boundary-pushing brands and personalities.

6. Lab Antiqua Variable

Lab Antiqua is a font that took years to create. The most recent release for this font family is called Lab Antiqua Variable. Like other variable fonts, Lab Antiqua will effortlessly transition through a range of font sizes without losing the characteristics that make this serif font so unique.

7. Monomorium

Monomorium is a monospaced typeface with open apertures and a flowing style. In addition, this quirky font comes with additional ligatures, stylistic alternates, parentheses, and more, depending on how fun or buttoned-up you want it to look.

8. Neumond

Neumond is a serif font that pushes the boundaries of legibility. This font gives you the ability to equip the characters with razor-sharp lines, overlap the letters, and push them towards extreme angles. If you have a brand that’s challenging the norm, a font like this that does the same will go really well with it.

9. Pratico Slab UI

Pratico Slab UI is a slab serif font that would add strength and character to the text of a website. You can also experiment with the weight and size if you’re looking for a not-so-boring but highly legible header font.

10. PT Nature

PT Nature is an exciting collection of script fonts. While they all technically belong to the PT Nature family, each font is modeled after different people’s handwriting. So this font family could be really useful if you use a lot of script fonts in your work. Or if you want to make one site and brand look like it has multiple personalities.

11. Rosehot Typeface

Rosehot Typeface is a pretty font that straddles the line between serif and sans serif. With its elegant curves, unexpected twists, and additional angles, this font would beautifully elevate designs for high-end retailers, fashionistas, and others with luxury offerings or services.

12. Shorai Sans

Shorai Sans is a sans serif font inspired by both calligraphic brushstrokes as well as geometric outlines. You can use it to style Latin text as well as Japanese. The font’s creators suggest pairing it with Avenir Next for greater harmony in your designs.

13. Shoutyperson

Shoutyperson is a bold all-caps font. Because of the grungy, stenciled style of the font, it’s not really applicable for many projects. That said, Shoutyperson would be an effective font choice for military, ammunition companies, or brands or personalities associated with a strict, regimented lifestyle (like personal trainers).

14. Simple Farmhouse

Simple Farmhouse is a basic handwriting font that’s highly legible. It resembles the style of writing you’d use to jot down notes on a whiteboard or in a notebook, so it would work well for brands that want to convey a casual and low-key vibe.

15. Sweet Pancakes

Sweet Pancakes is a fun font with full-bodied characters. Most of the examples provided frame the font against food, so this could be used on restaurant websites or food blogs. However, that’s not to say it couldn’t be used elsewhere. It’s a lighthearted and easy-to-read font, so it could just as well be used to style websites and branding for companies and personalities with a bubbly personality and/or positive mission.

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How to Build a Strong Brand Reputation

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Most of us are concerned about our public image, right? It matters a lot how people see and think of us. Export the same sentiment to a brand instead of a person. That’s what brand reputation is all about!  

Yes, it’s that simple – the public’s perception of a brand constitutes its brand reputation. And since the internet plays a significant role in public perception nowadays, a brand’s online reputation essentially drives brand perception.

If we come at it from a slightly different angle, it’s the sum of all ideas and emotions a customer or client associates with a brand while interacting with it at any stage. It includes everything, from what kind of customer services they get when purchasing goods or services to after-sales services the company provides. Reputation management is usually done via social media, emails, and online chats.

(Remember, you shouldn’t confine brand reputation only to a brand’s customers or end-users. It includes all stakeholders’ opinions of a brand. It can be anyone from customers to retailers and shippers to manufacturers.)

In short, brand reputation is the most vital intangible asset for any organization striving to make it big in today’s cutthroat market.

What’s The Importance Of A Strong Brand Reputation For Today’s Businesses?

It wouldn’t be wrong to say that nothing affects every stage of the marketing and sales funnel, like a brand’s reputation. Whether it’s awareness, interest, evaluation, commitment, sales, or reputation, a strong brand reputation will only supplement it.

Recent research reveals that about 94% of consumers say that their likelihood of frequenting a business increases if it has positive reviews. Conversely, 92% say that their chance of patronizing a business decreases if it has negative reviews.

Now, let’s look at various factors that make working on your brand reputation important.

Market Trust

Strengthening brand reputation earns your business the trust factor, making your brand a more viable choice for existing and prospective customers. It helps them place their faith in you, believing that your brand is here to thrive and fulfill any promises it makes.

Moreover, it’s a fact that people prefer buying goods and services from a brand that enjoys a solid reputation, especially if people in their social circle use its products.  

Higher Sales

You can’t be far from the truth if you believe brand reputation only yields intangible business gains. It lends you tangible improvements as well, most importantly, in the form of higher sales volume, which translates as higher profits.

All this can’t be achieved without the push from a strong brand reputation, helping the brand carve a niche for itself amongst tough competition.

Customer Loyalty

When a brand succeeds in earning a higher trust level and a positive reputation, the customers are more likely to remain loyal. And, will continue to buy products and services from it, refuting various incentives by the competition, such as discount packages & low prices.

Customer loyalty also leads a brand to a host of other fringe benefits, i.e., demanding a premium price after some time.

Competitive Edge

One thing is for sure, the level of competition in the market is always going to soar higher and higher. And it’s almost impossible for a business to make its way through it without a competitive edge. That’s where a positive brand reputation can make a business’s life easier.

Having the edge over the competition means your potential for catching new customers increases exponentially, helping your brand claim more of the market share.

Word of Mouth

Happy customers remain one of the most significant assets of a brand, especially in this digital era. They serve as brand ambassadors, and if they’re happy and satisfied, they’ll pass the word on, advocating for the brand for free.

It not only leads to increased brand awareness in the market, but it also paves the way for a business to improve its sales and profit margins over time.

What Are The Best Strategies For Managing Your Brand’s Reputation Online?

We’ll keep our focus on the ones proven to be the most effective, starting with:

Staying Ahead of The Curve

Being proactive is among the primary requisites for today’s brand managers. They should be thinking ahead of their competitors and the target audience. While branding online, the margin of error is relatively low, and any slipup can lead to a ripple effect in nullifying the brand’s positive image.

The best way to cope with such a situation is to embrace the mistake quickly and be upbeat enough to resolve the issue immediately rather than have a wait-and-see attitude.

Be Specific About The Deliverables

Social media has played a phenomenal role in educating today’s customers, making them very intelligent and demanding at the same time. It has opened up infinite mediums and channels to get alternatives for almost everything.

That’s why brands need to be very specific in delivery time and after-sales services to avoid earning themselves a bad name in the market. Most experts recommend the “under promise and over deliver” approach to avoid disappointing your customers.

Establish Yourself as An Authority

If you have complete faith in your offerings as a business, knowing that you’re the best in the market, you better be loud and clear about it. It will help you catch immediate attention from your target audience, increasing your brand awareness and your potential to bag more sales and revenue.

Let’s talk about the quality of the product as an example. If you believe that the quality of your product is the unique selling prospect, you must let people know about it. Flaunt this factor with full force, vigor, and authority.

It will help you establish your brand in the market as an authority, and your target market will start looking up to you for the best and the latest on it.

Be Consistent and Assertive

As they say, consistency is the key. If you do it right, your brand reputation will go beyond the lifespan of your brand. People will relate to your brand positively even after your business shuts down.

However, this demands the next level of consistency from your business. You have to make sure you deliver your best in all aspects of branding your business, from the quality of the products and services to the level of customer service you offer.

It doesn’t work well if you outperform your competition by miles for the first time and then step back from delivering those high service standards. You roll your sleeves up and get to compete yourself if you believe you’re outdoing your competition so well.

Deliver on Your Promises

You cannot overstate the significance of delivering on your promises if you want to make the most of your brand reputation. Nothing brands your business better than a bunch of happy and satisfied customers.

And, delivering on your promises consistently is the least of what you need to do to win over your customers to the level they turn into your unofficial brand ambassadors.

Value Feedback

It would be best if you realign your thinking this way. 

Who are you producing your products/services for? Your clients/customers, of course!

What if it’s not working well for them?

Redo your product/service to the requirements and likings of your customers. Otherwise, your business will earn you nothing but a bad name in the market.

You have to realize the importance of listening to your customers, gathering customers’ opinions about what’s not working for them and what areas they would like to see improved. 

Learn to accept and respect your customers’ grievances, praises, issues, tips, or any feedback they give you about your product or service.

You’ll upscale your brand’s reputation considerably if you start doing this.

How Can Influencer Marketing Help You Grow Your Brand’s Reach

Influencer marketing is the concept of branding your business through influential people and opinion leaders in the industry rather than engaging your business directly in doing so. They also brand indirectly, setting a practical example rather than advocating verbally for it.

Research reveals that 94% of marketers using influencer marketing find it highly effective, potentially increasing the ROI 11% times higher than conventional marketing.

Brands that indulge in influencer marketing associate themselves with influential personalities resonating with their message, driving it across their target market in a manner that a large number of people develop an affiliation toward it.

Influencer campaigns help brands tap into an existing community comprising their influencer’s dedicated followers, compelling them to tilt toward a brand they use. Most of us have observed how renowned YouTubers, Tiktokers, and bloggers proactively advertise different brands to their followers.

The increased penetration of a rapidly growing number of social media platforms also helps the influencers garner a solid following and significantly impact the communities that follow them.

They are like a part of the family for their followers, who value their opinion and try to imitate them in what they do and how they do it.

Conclusion

With the competition getting steeper every passing day, earning the trust and business of your target market is becoming a challenging task for most companies. It makes branding even more imperative.

Make a great customer experience your top priority, also keeping a focus on the customer and employee retention and customer feedback to establish yourself as a customer-centric brand. 

Though it might take some time, it will surely help you grab your target market’s attention and respect in the long run. Once you achieve that, you’ll see sales and profits soaring accordingly.

 

Featured image via Pexels.

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Exciting New Tools For Designers, March 2022

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We’re going to have some fun this month. There are so many new tools and resources out there for designers that make life easier, and others are simply enjoyable.

Here’s what is new for designers this month …

Polka Dot Generator

Polka Dot Generator is exactly what you think. Adjust colors, dot size, shadow, and fuzziness, and then export the CSS for use in your projects. This could make for fun effects or backgrounds.

Design Memes

Design Memes is just a lot of fun. It’s a collection of memes based on design culture updated daily. It’s a little silly and a little reflective. Yes, it’s completely ok to laugh at yourself.

Pppointed

Pppointed is an SVG arrow-making tool that helps you create cool pointers without a lot of effort. Just pick a color, shape, and style, and you are ready to go. Save your custom arrows as SVG files or copy the code and use them on the web whenever you want to point at things visually.

Open Source Color System

Open Source Color System is a set of palettes that include carefully picked colors to help you overcome interface challenges. For example, it is one of the only color tools out there that includes palettes for light and dark modes. It’s also designed with accessibility in mind to help you create a complete and usable system.

Cowsay

Cowsay is a nifty little web interface of the same name made with Svelte and HTML Canvas. Play with it and then copy your art as ASCII or an image.

Minze

Minze is a simple JavaScript framework for native web components. It’s tiny and fast, modern, shareable, framework agnostic, and uses TypeScript to scale your component library. Plus, you can get started with it right away.

Tally

Tally is a simple – and free – online form builder. You can use it without coding, and it works like a document file, so there’s no learning curve. You can create unlimited forms, integrate with other tools, set logic, collect payments, and more. There’s a pro version as well if you need even more features.

Hue.Tools

Hue.Tools is another color tool to help you maximize effort when creating palettes. Generate a color you like, see specs and values in all the different color spaces, inspiration from design sites, and colors that work with it. It’s fun and functional.

Sturdy

Sturdy is a low overhead code collaboration platform for fast-moving teams. With Sturdy, you work in the open with your team. Discover and interact with draft code as it is written. Those team drafts are like live pull requests (Figma or Google Docs) but using your local editor.

Mage

Mage is a tool that transforms your data into predictions. Build, train, and deploy predictive models in minutes with no AI experience required. This is a premium tool, but you can try it for free.

Huemint

Huemint is a machine-learning-based color scheme generator for websites, graphics, and branding. There are many options to play with, and you can generate some pretty interesting combinations that ordinarily you might not think of.

CSSUI

CSSUI is another tool you’ll love because it includes pure CSS interactive components without any JavaScript. It’s easy to customize, uses standard HTML, is easy for all levels to use, is tiny and fast, and supports pretty much all modern browsers. It’s an open-source tool that you can download and use immediately.

UI Icons Line – Free

UI Icons Line – Free is a set of 1,000 free vectors for use in your projects. Who doesn’t need a robust set of icons?

Skill Icons

Skill Icons is a set of icons to help you showcase your design and development skills on your resume or GitHub. They all look great and match.

Ambient Design

Ambient Design is a mobile app design market where you can get mobile UI kits for Figma. Purchase kits separately, or buy quarterly or yearly plans to access all current and future UI kits.

TextFrame

TextFrame lets you create animated tutorials for your users to get the help they need. It integrates directly with WordPress or any other website with just a couple of lines of code and includes plenty of customizable options to make it easy for you to help others understand how to use the website. The tool is free for one site and just a few bucks per month for additional sites.

Booqsi

Booqsi is a fun new social media network for book lovers. The platform is still in beta and lets you save and share books, create shelves for reading, and doesn’t force a connection to Amazon. It’s just all about the books. And there’s a bonus: every link from the site goes back to bookshop.org to help you find and support local bookstores.

Stylo

Stylo is an open-source WYSIWYG interactive editor for JavaScript. It is made to bring great user experience and interactivity to the web, for everyone, with no dependencies. It has an interactive design, is customizable, and is future-proof.

Tutorial: How to Favicon in 2022

How to Favicon in 2022 is an excellent lesson on the five icon files every website needs (plus one JSON file). If you are creating more than that, this is a must-read.

Tutorial: Creating Generative SVG Grids

Creating Generative SVG Grids is an in-depth, step-by-step tutorial for anyone who wants to create a more artistic SVG. It uses a handful of tools, including SVG.js, Generative Utils, TinyColor, and GSAP.

Fromage

Fromage is a new and beautiful premium typeface family from Adam Ladd. It includes 14 styles with an interesting serif and alternative sans option. The high-contrast design is great for a variety of projects.

HD Colton

HD Colton is a premium super sans serif typeface with a whopping 91 styles and family package options. It would make a bold statement as a display option.

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20 Best New Websites, February 2022

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Welcome to the latest edition of our top 20 sites of the month. In this February’s collection, the overall feel is lighthearted and optimistic, as we are seeing the positivity of a new year persisting across the web.

There is a continued inclination towards warmth and personableness and away from a more corporate, impersonal feel. We see this most in the color palettes used and in the use of illustrations as accents to add character and charm. Of course, as always, type plays a big part too. Enjoy!

Woset

Woset has a simple aesthetic and features a charming illustration style on this site for its creative toys. The interactive ‘play’ section is a nice touch.

Graza

This site for Graza olive oil has a fun feel, with comic style illustration and bright splashes of color while making a serious sales pitch.

KeepGrading 

KeepGrading is a post-production color studio. Their portfolio site showcases a lot of work but keeps it well organized and pleasing to navigate.

Englobe

By using soft colors and slightly rounded type, Englobe has managed to portray a warm, friendly, and human aspect with this website, despite being a huge company.

Filtro

Filtro’s design is about as basic as it gets, and yet it has a certain charm to it.

Behold

Behold is a wildlife camera that is currently in development. This landing page does an excellent job of creating interest with just enough information.

Akua

Some rather sweet illustration work creates a good balance with technical information on this site for Akua kelp burgers.

National Museum of Mexican Art

A color scheme of warm, earthy tones and a carefully thought-out type pairing create an inviting presence for the National Museum of Mexican Art.

Ubac

This site for Ubac trainers feels clean and modern with some nice and mostly functional, scroll-activated animation.

Funny Water

The background gradient is really nicely done on Funny Water’s otherwise very minimal site.

DA

DA is a strategic branding, design, and advertising studio, and this site is a good, polished example of a site for such an agency. What stands out is the clever menu text.

Phil’s Finest

Phil’s Finest makes good use of color, oversized type, and occasional illustration mixed in among the well-styled photography.

Vaayu 

Grey and black are enlivened by neon yellow in Vaayu’s minimalist, single-page presentation.

Emi Ozaki

Artist and illustrator Emi Ozaki has created a stylized phone interface for her portfolio site, which showcases her illustration aesthetic.

Engineered Floors 

The home page scrolling is the centerpiece of Engineered Floors’ site, and it works especially well on mobile.

Hartzler Dairy

Hartzler Dairy goes for a nostalgic feel to match the company’s classic mid-20th century style branding.

Chubby Snacks

Chubby Snacks is PB&J in your pocket; it sells itself! Having said that, the site is pretty appealing in its own right.

Branded

Market research company Branded goes down the flat design road for this site, which could feel a little dated but actually works quite nicely here.

SOS Foods 

SOS Foods is an excellent example of a responsible/sustainable goods site, with a design aesthetic aimed at the ethical consumer.

Crystal Construction Engineering

Some nice use of masonry-style layout and overlapping elements create space, but also a pleasing flow in this site for Crystal Construction Engineering.

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15 Best New Fonts, February 2022

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Type foundries have been putting out some really interesting fonts these last few months. Based on the collection of the best new fonts for February 2022, it looks like we’re going to see lots of throwbacks to the ‘70s in the coming year.

Do we have Burger King’s most recent and successful rebranding campaign to thank for that? I don’t know, but it looks like many font designers are going to try and emulate those fun retro vibes going forward.

1. Crafty Signs

Crafty Signs is a display font that draws inspiration from old game shows — think Family Feud or anything on Nickelodeon in the ‘90s. This playful bubble font would work well for brands targeting children or ones that have a big personality and old school vibe.

2. Epicene Collection

Epicene is a Baroque font with beautifully exaggerated calligraphic details (like swirls and strokes). There are two families within Epicene — one for Display and one for Text — so you can use this single font collection to style your entire site.

3. Kingsad

It’s hard to call Kingsad a sans serif font when it has such a distinctly unique design to it. The font’s creator suggests using Kingsad for branding. I’d add that the curious structure of the characters would make this font perfect for branding in the science and tech spaces.

4. Lucius

Lucius is a lively-looking font, combining serif and sans serif characteristics. There are eight weights in this font family, which can be used both for display and text purposes.

5. Manju

Manju is a retro font that the designer describes as “soft and chewy”. You don’t see it as much in the thinner styles, but the bolder, thicker styles definitely feel like the kinds of fonts you’d see on food packaging and candy wrappers in the ‘70s and ‘80s.

6. Midnight Sans

Midnight Sans is a font that comes in a single weight (Black) and also has two variants: Midnight Sans RD and Midnight Sans ST. It was originally designed for When Midnight Comes Around, a book about the emerging punk music scene in NYC in the ‘70s, so it has a somewhat grungy, nostalgic feel to it.

7. Nagel

Nagel is technically still in beta, so this may not end up being the finished font when it’s done. For instance, they still have the italic and variable styles to develop. That said, it’s a neat-looking sans serif font — easy to read, but has a bit of an edge to it as well.

8. Painless

What you see is what you get with Painless. It has just one style — a textured, bold sans serif. Because of its casual, hand-brushed feel, it won’t fit well with just any brand. Where it would look cool is on websites for brands that sell hardware, furniture, and other DIY products.

9. Recipient

Recipient is a monospaced font inspired by the typefaces that appeared on old typewriters. With five weights and a set of matching italics, this font can be used for standard paragraph text as well as for smaller headlines.

10. Sea Angel

Sea Angel is a beautiful serif font with elegant curves. This easy-on-the-eyes font would look great on websites for high-end retailers, luxury magazines, museums, fashion brands, beauty companies, and more.

11. Smack Boom

Comic books and graphic novels will never go out of style. Especially as their stories branch out into other channels, like TV and movies. Smack Boom will enable you to bring that exciting and heroic look to your logos and web designs.

12. Stoner Sport

Stoner Sport is an outline display font that brings a modern touch to a retro sporty style. This font would work especially well for sporting industries as well as businesses that are associated with them—retailers, sports complexes, automakers, publications, and so on.

13. Stormland

Stormland is a good example of what makes Scandinavian design so striking. The lettering is clean and simple, built using uniformly sized lines. However, the characters are wide, which gives them a sturdy and strong feeling as well.

14. Tellumo

Tellumo is a humanist sans serif font family, ranging in styles from Thin to Extra Bold. What you see in the example below demonstrates some of the charm and warmth you can add to branding and designs with Tellumo’s swash caps. However, if you want to keep things simple and reap the benefits of the font’s clean and tidy design, you can use the regular character set.

15. Yamet Kudasi

Yamet Kudasi is a script font that comes in just the one style. Based on where it’s used (like in a signature line vs. a hero image) and the background it’s framed against, this versatile font can be used in a variety of ways and for various niches.

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What’s the Difference Between Good UI and Good UX?

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User Experience (UX) design and User Interface (UI) design are two terms people sometimes mistakenly use interchangeably. While aspects of each are interconnected, there are distinct differences between UI/UX design.

According to Internet Live Stats, there are over 1.9 billion websites, but not all are active at the same time. No matter how you slice it, there’s a lot of competition to grab and keep user attention. Good UX is just part of the equation. For a genuinely stellar site, you must also offer an excellent interface.

Learning the ins and outs of good UI and UX requires a bit of knowledge of how the two differ and what works. Although they weave in and out of the same design, they are different.

What Is the Biggest Difference Between Good UX and UI?

UI is the functionality of the design and what users see. How do they interact with various elements? UX is more the way things come together — both visual and interactive features — to create a feel for the user. You can certainly see why people confuse the two as they both apply to interacting with a website or app.

Top design firms often have team members specializing in each discipline. However, UX designers are also aware of UI, and UI designers are also mindful of UX. How can you ensure you’re offering excellent UI/UX design while covering the full spectrum of requirements for each?

Ensuring Effective UX Design

Good UX design increases conversion rates by 400% or more. The site visitor walks away feeling understood and not frustrated. What are some of the most important aspects of good UX design?

1. Create a Good Structure

What is the hierarchy of your site? What is the first thing the user sees when they pull it up? How do they navigate from one page to the next? A well-designed website classifies different aspects of the page, and new content naturally falls into the appropriate category as it grows.

When creating a structure for your site, think about how it might expand in the next five years. You want the hierarchy to work from day one, but you also want to think through significant shifts in the content you might see down the road.

Even your navigational hierarchy should accommodate new areas easily. Plan for the unexpected, so you know how to work it into the overall design when you must.

2. Choose Beautiful Aesthetics

You have a few seconds to make an excellent impression on your site visitors. Take the time to make sure your design functions and is visually appealing. Your color palette should work, images should be crisp and relevant, and typography should be readable and engaging.

Step back from your computer and look at your design from a distance. Does anything stand out that isn’t pleasing to the eye? Get feedback from visitors about what they like and dislike. Since the focus is on user experience, your best source of constructive criticism is from your target audience. Listen to their concerns and ideas.

3. Communicate With Site Visitors

Most experts agree that users want an element of interactivity on sites and apps. People want to know you hear them and get a response. Some ideas include adding a live chat option to your site or engaging in SMS customer support.

Put yourself in their shoes. A customer may visit your site for the first time, having never heard of your brand. They have no reason to trust you or that you’ll follow through on your promises. Potential leads may have a few questions before parting with their hard-earned dollars.

Adding various ways to communicate shows them you’ll be there should they have a problem. It’s much easier to trust a company when you know you can phone, engage in live chat or shoot off an email and get an almost immediate response.

4. Add Clear Direction

Excellent UX is intuitive. You should add calls to action (CTAs) and images pointing the user where they should go next. You can use graphics of arrows, people looking or pointing toward the next step, words, or CTA buttons.

Get feedback on how clear the directions are and tweak them as needed. The user should never have to stop and ponder what to do next. Everything on the page should guide them toward the ultimate goal.

5. Break Down Complex Data

Every industry has complicated data that is difficult for non-experts to understand. Part of good UX is breaking down complex information and sharing it in a simplified way.

One example might be the registration process. Instead of just showing text, a good UX designer would number the steps. Visualizations help add to understanding.

Embracing Effective UI Design

User Interface impacts UX and involves how the design works. The UI designer thinks through visitor expectations and then creates an interface that isn’t frustrating. UI works within the framework of a website to develop functional features. User experience isn’t the complete focus of UI, but it does tie into the planning phases. What are some elements of good UI design?

1. Set Standards

For a design to have good UI, it must perform as expected. Have you ever clicked on a button, and nothing happened? Determine how you want things to work and the minimum acceptable standards for your site.

For example, what happens when someone clicks on a link or button? How does the user know their action created the expected result? Consistency is crucial to how a site performs.

2. Choose the Right Colors

While UX designers look at the emotional impact of various colors, UI designers look at whether the shades match branding and how well the different ones contrast for readability and usability. UI/UX design often bridges a single designer’s work, so the employee ensures everything works as intended, both emotionally and functionally.

You may work with another designer to make the site aesthetically pleasing while also tapping into the emotions driving users. For example, some people love blue, so a blue button can have positive results.

UX and UI designers utilize split testing to see which users respond best to. Then, make adjustments as indicated by how site visitors respond.

3. Focus on Cognitive Matters

According to the Interaction Design Foundation, people can only retain around five things in their short-term memory. Designers should work with recognition instead, as users tend to rely on cues to find what they need.

UI designers may develop an intuitive navigation system and then use the same cues on every page, such as placement, color, and language. Users can then recognize the system without having to memorize it.

4. Prevent Errors

Your job is to ensure errors are kept to a minimum when designing a website or app. One of the most significant parts of a designer’s job is testing and retesting.

Think about all the potential problems a user might run into, such as broken links, images not showing, or incomplete actions. How can you keep those problems from occurring in the first place?

Error prevention is particularly vital when designing software as a service (SaaS) or apps. Users grow frustrated quickly and will find another solution rather than troubleshooting an issue. You’re much better off avoiding the error in the first place.

How Do UX and UI Work Together?

You’ve likely already figured out how closely UX and UI entwine to create a usable experience. The UX designer pays attention to function and interactivity, and the UI designer thinks through how the interface looks.

UX pays attention to the flow of the website and where users start, go next and end up. On the other end, UI figures out how the elements look to the viewer and where everything is placed.

The UX team may decide to add an extra button to the page. The UI team must determine where to place it, if any sizing needs must occur, and how it impacts usability on desktop and mobile devices.

Although each has a different function, user experience and user interface must work together to create a usable site the target audience responds to. You can’t have excellent UX without excellent UI, and vice versa. The best designers consider both and implement them to their fullest potential.

 

Featured image via Pexels.

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20 Best New Websites, January 2022

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So here we are, in a brand spanking new year—time for looking forward with fresh ideas and renewed hope for the year ahead. We are kicking off 2022 with a mixed bag and, we hope, something for everyone.

Whether you’re looking for inspiration to update your site or a fresh approach to work for a new client or want to spend a little while browsing around some corners of the internet you might not usually, welcome to the first collection of the year. Enjoy!

Justice Reskill 

Justice Reskill offers a learning platform and support for people who have been through the justice system. Information is presented clearly in a positive, uplifting tone, emphasized by a bright color scheme and friendly type.

TBD Post 

TBD Post’s site is fuss-free, clean, and pleasant to navigate. Work is well presented, in an organized way, with just the right amount of supplementary information.

Speedy 

Speedy is an online business bank, and this is a pretty standard, slick fin-tech site for the most part. The added extra is that the five versions of the site–with the same content in each–have different color accents based on the flag of the specific country listed.

Nuka 

This site for Nuka eternal stationery is a beautifully simple single page. The use of handwritten type in places adds an intimacy while emphasizing the nature of the products.

Omono 

This site for online business management app Omono presents a lot of information clearly, and with a calmness projected by the use of blues and greys and subtle animation.

Pienso 

A combination of bold type, a slightly tweaked red, green, and blue color scheme, and on-scroll animations makes this site for Pienso pop.

Maison Margiela 

Maison Margiela fully embraces the digital alternative to a live catwalk with this blend of single video and edited clips.

Marie O’Shepherd 

This portfolio site for book designer and art director Marie O’Shepherd takes a minimal approach and allows the work to take center stage.

Angry Ventures

Angry Ventures add personality and humor to their site to draw the user in and entertain, while their actual portfolio is only available on request.

Chapter One 

Chapter One’s site has light and dark theme options and some engaging animated graphics.

Vesti il Futuro 

Vesti il Futuro for Mani Tese uses comic book-style interactive graphics to raise awareness of issues surrounding the environment and fast fashion.

Gazelle No.1 

Some scroll-activated video enlivens this single-page site for Gazelle’s No.1 model.

TROA 

This site for creative agency Troa is an excellent example of the effectiveness of a monochrome color scheme, and there are some pleasing transitions too.

BDCC 

BDCC’s site has a bold, slightly jumbled feel that works really well. The falling lozenge menu items are a nice feature.

Mekanism

This is a great example of a stylish website for an agency portraying itself as well-established and super polished.

Redbrick 

Redbrick’s site has a youthful, vibrant feel with colors that change to match the product branding.

Accounting Box 

This site for Accounting Box makes good use of split-screen swapping from a vertical split on desktop to a horizontal split on mobile. The animations are pleasing too.

François-Joseph Graf 

The design for François-Joseph Graf’s site does the right thing by getting out of the way to avoid competing with the rather stunning products on show.

Monsta Cats 

Monsta Cats is a site dedicated to community focussed NFTs. The site is suitably anarchic and fun to browse.

Bien Fondé 

And finally, some customizable good wishes for the year ahead from digital agency Bien Fondé.

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How I Saved My Design Agency & Tripled My Profits

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There was a point at which I was very close to losing my business, and I didn’t realize how close.

I wasn’t always a good planner, and I didn’t plan to start an agency. One day I was a freelance graphic designer, my job list grew, I hired some help, and suddenly I was managing a team.

There isn’t a guidebook for new business owners, you have to learn on the job, and there’s no one-size-fits-all approach. We expanded rapidly from two to four people, then seven, and suddenly we hit 16 employees in just 18 months. It was pretty scary and felt like driving on the freeway without brakes. A client shared a story that they were turning over $20m, and the owner was only taking home $30k. It felt like where I was headed. At that point, I could easily have lost it all.

I took a hard look at the numbers and realized that we were barely breaking even, let alone profitable. That needed to change to stabilize the business and regain control of my operations. The change wasn’t easy, and there were some hard lessons, but 11 years later, with a strong local team and 40+ awards for our work, I’m thankful for that wake-up call.

There are other people in my position struggling with the same issues I faced, so I’d like to share the four key things I did that helped turn things around and move us from surviving to thriving.

1. Don’t Diversify Your Services

I wanted to do it all, and as the business owner, it was hard to turn down a new client. Our instincts are to help, and declining opportunities feels wrong. In our industry, digital agencies, especially web design agencies, try to cover all bases from marketing, SEO, adwords, design, photography, and coding. Everyone wants to be a one-stop shop for clients. I used to be that person: I would wash your car and shine your shoes if I could.

Do not give in to that fear.

When you’re a generalist, you spread yourself too thin. I know: a decade ago, we were offering dozens of services outside of the web design realm: packaging, branding, copywriting, sticker design, SEO, hosting, analytics, you name it, we provided it. We used over seven different CMS for our projects. If a client wanted it, we tried to offer it, no matter how unsuitable it was for us.

On the surface, we fulfilled our projects, and our clients were always thrilled with the results. But below the surface, our operations were dissolving into a mess. Our eyes weren’t on the prize; we were always chasing after each little job for cash. It took too much time to learn new skills. When I looked at our timesheets and deducted the unbillable hours, our projects would hardly break even.

What hurt us even further is that with diversifying, we had to manage multiple workflows, software, and systems: Sketch, Illustrator, Photoshop, WordPress, Joomla, Drupal, Google Analytics, Final Cut Pro, etc. It was expensive with minimal return. It was like an Olympic swimmer signing up for a swimming-diving-ice-skating club when their passion is swimming.

So I took a step back. I boiled it down to what we enjoyed and excelled at. Ask yourself: for what do you want to be known? For us, it was psychology-driven, conversion-focused web design. This was the service our team had the most skills in and collectively could give the best value to our clients. Once I’d figured that out, it was easy to eliminate those other services and specialize.

You can niche down by service or industry and be the specialist in what you offer.

2. Know Your Numbers

The first red flag that my business was in trouble was when I said to my accountant, “I feel like my business is doing great.” He replied, “I don’t care how you feel. The facts are in the numbers. Show me your accounts, and I’ll tell you if you’re actually doing well.” As an intuition-driven guy, it was a real eye-opener; I’d only ever relied on gut instinct.

At one point, we had a ton of work coming in, so I hired a few juniors to help the rest of the team. The team grew to 16, and the vibes in the studio were great, but the numbers weren’t. Instead of increasing efficiency, projects took 40 hours longer than they should have done. Why? The seniors and mid-level designers were taking time out to train the juniors! Reassessing the team showed me I needed to hire experienced staff, so projects ran on time and budget. It was a hard decision but a necessary one to keep us afloat.

The crucial numbers for any design agency are your timesheets, where bottlenecks lie, how much you’re spending, how long a project takes; these determine your actual margins. Setting up quantitative software like Toggl, Gantt, and Asana were a game-changer for us. They gave our project management real purpose and potential. Knowing the average hours our primary type of project took made it easy to give clients realistic deadlines, anticipate the need for fresh hiring, and know when our plates were full. You do not want to bite off more than you can chew.

3. Become The Best Fit For Your Target Market

You can’t please everyone, and frankly, you shouldn’t be trying to. One type of bait won’t attract every kind of fish. First, identify the type of fish you want to catch, the pond where this type of fish lives, and finally, bait your hook with something that type of fish can’t resist.

Your sales team should be able to identify them instantly, and all you then need to do is streamline your team, process, and systems towards being the best fit for them.

4. Double Down On Marketing That Works

There are many different marketing avenues you can go down, but go down too many, and it becomes a tangled web of confused messaging.

Remember, just because your competitors are doing it does not mean it’s the most effective approach for your target market.

There are really only inbound and outbound types of strategies, and it’s a great idea to list out the pros and cons (and the ROI of each) concerning your target market. Or, you can approach marketing based on your existing skillset — for example, if you detest being in front of a camera and don’t want to do video marketing, then just don’t do it.

Identify what works for you, and then be consistent. Consistency is the secret to a successful marketing strategy.

Source

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