Why You Shouldn’t Prioritise Design Over Usability (and when it's okay to!)

When building a website, it’s tempting to focus all your energy on making it look beautiful. After all, a visually appealing design is often the first thing people notice. However, in the world of web design, there’s one critical principle you should always remember: usability comes first.

A stunning website means nothing if it isn’t easy to use. Think about it. No matter how pretty a site is, if visitors can’t find what they’re looking for or get lost trying to complete a simple task, they will leave. In this article, we’ll explain why usability should always take precedence over design and highlight when design can (and should) take centre stage.

The importance of usability in web design

Usability is all about making sure your website is easy to navigate, intuitive, and functional. It's about ensuring that your visitors can complete their tasks quickly and effortlessly, whether it's making a purchase, contacting you, or simply finding the information they need. Ultimately, usability is about creating a positive experience for your users.

Websites with poor usability drive people away. Visitors will get frustrated, click away and go somewhere else. And you can bet that the sleekest designs will not be enough to bring them back.

In contrast, a website with great usability can compensate for a less-than-perfect design. Visitors will be able to use the site to solve their problems, making them far more likely to stay and engage with your business.

Key principles of usability:

• Simplicity: The easier it is to use, the better. Avoid unnecessary complexity.
• Consistency: Use similar elements across the site, so users know where to find things.
• Accessibility: Ensure your site is accessible to all users, including those with disabilities.

Why design shouldn’t come before usability

While design plays a crucial role in making a website attractive, it should never overshadow the user experience. Let’s explore why usability should always come first.

1. Visitors won’t stay if the site is hard to use

If your website isn’t easy to navigate or doesn’t perform well on different devices, visitors will leave before you even have a chance to show off your design. For example, if the call-to-action buttons are hard to find or the text is difficult to read on mobile, users will be frustrated and likely click away to a competitor’s site.

In a world where most people expect websites to load quickly and provide instant solutions, slow loading times or confusing navigation can cause irreparable damage. Visitors have no patience for websites that don’t work well, no matter how beautiful they are.

2. Usability is critical for conversions

If your goal is to generate leads or sales, usability is the most important factor in achieving that. A user-friendly website makes it easier for visitors to navigate to the right page, sign up for an offer, or make a purchase.

If you design a website with lots of beautiful images, animations, and fancy effects, but the user struggles to complete a purchase or contact you, your design will have failed its primary purpose. If usability is sacrificed for beauty, users will be less likely to complete desired actions on the site.

3. Users have higher expectations than ever

As the web evolves, so do user expectations. People expect websites to be intuitive and easy to use. With so many high-quality, user-friendly websites out there, users have come to expect a seamless experience. They want sites that load fast, are mobile-friendly, and guide them effortlessly to what they need.

If your site does not meet these expectations, users will go elsewhere. A beautiful but difficult-to-use site will not be able to compete with simpler, more efficient alternatives.

When it’s okay to prioritise design over usability

That said, there are times when you can and should prioritise design. This is especially true when usability isn’t compromised, and the visual appeal contributes significantly to the user experience. Let’s dive into when design can take the lead without sacrificing usability.

1. When your brand requires a strong visual identity

If you are building a website for a brand that thrives on a strong visual presence, like a luxury brand, fashion site, or portfolio for an artist, design is crucial. In these cases, the design of your website is part of the brand experience itself. It helps to create a unique, memorable feeling that resonates with your target audience.

However, even in this case, usability should still be a priority. The design should be beautiful, but it must also serve the user’s needs. So while striking design elements can take centre stage, the site should still be easy to use and navigate.

2. When the design enhances the user experience

Sometimes, a clever or engaging design can actually improve the user experience. For example, interactive elements or animations can guide users through a story or provide helpful cues for navigation. When these design elements are thoughtfully integrated and don’t hinder the user’s ability to interact with the site, they can significantly enhance the experience.

If your design helps users feel more engaged with the content or makes it easier for them to interact with your services, then it is adding to usability, not detracting from it.

3. When visual design supports specific user tasks

There are also occasions where design elements play a direct role in supporting the user’s journey. A well-designed checkout page, for instance, can make the process of buying something not only more visually appealing but also easier. Thoughtful design can ensure that users can quickly and easily complete the process without frustration.

If design features are purposefully added to simplify tasks and enhance usability, then they are an asset. In such cases, design becomes a tool that supports usability rather than replacing it.

How to balance design and usability

The key is striking the right balance between design and usability. You don’t have to choose one over the other; instead, focus on creating a website that is both visually appealing and easy to use. Here are some tips for achieving that balance:

• Focus on the user journey: Always keep the user in mind. Consider what they need and how they will interact with your site.
• Don’t compromise navigation for aesthetics: Your site should look good, but its layout must make sense and be easy to follow. Keep menus simple, use clear calls to action, and ensure that content is easy to scan.
• Use design to enhance usability: Visual elements can help guide users through the site. Use colours, fonts, and images to direct attention to important areas without making the site feel overwhelming.
• Test your design: Usability testing is crucial. Before launching your site, test it with real users to make sure it’s intuitive and easy to navigate. Pay attention to their feedback and refine your design accordingly.

You can still be creative

Usability is the foundation of a successful website. No matter how stunning your design is, it will fall short if users can’t interact with it effectively. Prioritising usability over design ensures that your website is functional, user-friendly, and successful at achieving your business goals.

That said, design plays a vital role in creating a unique and engaging experience for users. When done right, design can enhance usability and elevate your website to a whole new level. So while usability should always be your priority, there’s no harm in making your website beautiful. Just make sure it works well first!