Marko Dugonjić is a designer from Velika Gorica, Croatia. As the user experience director at Creative Nights, he improves customers’ digital experience for local and international clients, speaks at international web design conferences and runs in-house and public UX workshops. He founded Typetester, a popular web typography design tool.
Through this case study on redesigning the Building Social website, Marko Dugonijć will share some simple yet often overlooked front-end techniques that defer the use of JavaScript as much as possible, while providing some neat JavaScript enhancements, too. By being creative and using the basic tools at your disposal, you can improve performance and accessibility, as well as simplify code maintenance. By getting content on the screen as soon as possible, you will improve the user experience, and in doing so, you will earn a few extra karma points along the way. Everybody wins!
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Improving every tiny thing by 1% dramatically improves performance. This applies to what Marko Dugonjić did in the SGS project and its intricate navigation. By focusing on the finer details, improving each detail by a tiny bit, he significantly reduced the complexity of the navigation and improved loading times, while keeping the navigation appealing and engaging for users. No web project is ever truly complete; there are always a few more things on the to-do list. That’s perfectly fine, as long as you keep on testing, refining and providing the best experience for users.
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When talking to potential clients, be aware that many will have never solicited a professional design service and likely have little understanding of the design process itself, or they have had a poor experience in the past. For many clients, it can be an anxious jump into the deep unknown, a big financial investment steeped in risk. Our knowledge and experience shouldn’t be seen as a free commodity. However, at times, a little patience and empathy are required on our part. Many designers will agree that clients, for the most part, need us to guide them through the design process, to ask the difficult questions and ultimately to reassure them by delivering measurable results.
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Have usability conventions and the web’s universality steered us away from proper art direction? Have we forgotten about art direction altogether? Marko Dugonjić believes so. As designers, we can achieve much more with type, and with just a little more thought and creativity, we can finally start to take full advantage of the type systems available. Let’s look at ways we can push typographic design on the web further, beyond the status quo of today.
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The debate about what a “User Experience Design” exactly is, is as old as the discipline itself, and while sitting back and watching the drama is sometimes fun, let’s try to figure out which user experience techniques are useful for startups, in-house teams, big corporations and anyone who wants to improve their website, product or service.
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Typography is reclaiming its title as design queen, ruler of all graphic and web design. In this article, Marko Dugonjić teaches us how to make sure our text is as legible as possible when seen in the virtually limitless combination of variables such as space, time, cognition, social conditions and physical conditions.
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