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3 ключевых правила для «работающих» сайтов

Почти в каждой веб-дизайн истории — три ключевых действующих лица. Каждый из них занимает определенное место в этой истории. И у каждого своя личная мотивация и свои ожидания. Эти действующие лица: клиент, дизайнер и пользователь.

Есть некая иерархия между этими тремя лицами, но из-за природы процесса часто эта иерархия нарушается. А результат этого нарушения — куча безвкусных сайтов, перегруженных всем подряд, что случается, когда дизайнер и заказчик просто друг друга не понимают.

И то, что нам нужно, чтобы избежать подобной катастрофы называется Экономия дизайна. Звучит странно, но вообще-то это довольно просто. И это тот, ключи, который ведет к идеальному сайту…

Быть важным — совсем не важно

В иерархии, о которой мы упомянули ранее, пользователь всегда верит, что это он самое важное действующее лицо во всей этой песне, потому что, в конце концов, клиент, который заказывает создание сайта, будет зарабатывать именно на нем. А клиент верит, что это именно он ту главный, потому что он платит деньги, чтобы ему сделали сайт. Ну и, конечно же, дизайнер уверен, что самый важный тут  — он, потому что без него сайта не было бы вообще.

А истина — в том, что ни один из героев статьи — тут не главный. Дизайн сам по себе. Вот кто самый важный. Это то, что свяжет бизнес клиента с пользователем. Но клиенты часто делают такие смешны пожелания, что дизайнер всеми силами пытается впечатлить клиента и нагромождает сайт всеми фишками, которые только ему приходят в голову на эту тему. Уже поняли, о ком тут позабыли? Ага — о пользователе!

То, что хочет клиент, еще не значит, что оно ему нужно

Когда вы ставите пожелания клиента выше нужд пользователя или когда вы ставите свои собственные нужды выше нужд клиента и пользователя, результатом будет то, что сайт просто не будет выполнять свои прямые обязанности (то есть связывать бизнес клиента с пользователем).

Вот таких ситуаций, как эта, просто нескончаемое множество:

Клиент: Я бы хотел сделать сайт на WordPress, еще нужно салйдшоу на главной и RSS

Дизайнер: А зачем?

Клиент: Ну что значит зачем?

Дизайнер: Я имею в виду, зачем делать сайт на WordPress? Зачем вам нужно слайдшоу? Зачем вам нужен RSS?

Клиент: Ну…Так вроде все делают?

Дизайнер: Нет, не все. Дайте-ка я кое-что объясню. Вы производите молотки. У вас 4 разных вида молотков. Вы не собираетесь регулярно обновлять сайт, суть ваших товаров не такая, чтобы запускать слайдшоу с ними, и сомневаюсь, что найдется тот, кто захочет себе рассылку с новостями о молотках.

Клиент: Что вы имеете в  виду?

Дизайнер: Вам просто это не нужно. Вы потратите деньги впустую. Нам нужно показать людям ваши молотки, и показать им, что ваши молотки лучшие.

Проблема в том, что такие клиенты страдают синдромом обезьяны. Если кто-то что-то сделал, ему непременно нужно сделать то же самое. Конечно, вы бы могли дать ему то, что он хочет, но вы же можете сделать для него более полезный сервис и объяснить ему, почему нужно делать так, а не как хочет он.

Пользователи заходят на сайт, чтобы найти там какую-то информацию или чтобы развлечься. Когда вы впервые приходите в супермаркет, вы наслаждаетесь интерьером или бурчите, какого черта они засунули полку с жидким мылом в какие-то дебри? Сконцентрируйтесь на удобстве для пользователя и сделайте это своим приоритетом.

 Сделайте сайт настолько потрясающим, насколько ему это нужно

Это не значит, что вы не можете сделать реально классный дизайн, который всех порвет. Просто не надо тулить на сайт какие-то вещи только потому что они классные. Добавляйте только то, что действительно нужно. А если это не нужно, просто не добавляйте.

Избегайте флэш-технологий и придерживайтесь стандартов HTML5. Не перегружайте сайт скриптами. Если вам нужно показать только 2 изображения — просто глупо вставлять слайдшоу. Ну это действительно так! Избегайте добавления большого количества контента на CDN. Оптимизируйте все, нет ничего на сайте, чего нельзя было бы сократить, ускорить или просто улучшить каким-то образом. Не сходите с ума с изображениями.

Веб-дизайн унаследовал многое из других дизайнерских дисциплин, но есть одна штука, которая является истиной больше в веб-дизайне, чем в других отраслях дизайна, и эта вещь называется меньше, значит больше.

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