Vitaly Friedman

Vitaly Friedman loves beautiful content and does not give up easily. From Minsk in Belarus, he studied computer science and mathematics in Germany, discovered the passage a passion for typography, writing and design. After working as a freelance designer and developer for 6 years, he co-founded Smashing Magazine, a leading online magazine dedicated to design and web development. Vitaly is the author, co-author and editor of all Smashing books. He currently works as editor-in-chief of Smashing Magazine in the lovely city of Freiburg, Germany.

UX Salon Talk

Humanizing Web Design: The Smashing Magazine Relaunch Case Study

You’ve been there: big bang redesigns are usually a very, very bad idea. Redesigning and rebuilding an existing website from scratch is risky and unpredictable, and in many cases the level of complexity is highly underestimated. In mid-2016, Smashing Magazine decided to make a big switch from the existing setup to an entirely new design, focusing on microinteraction and copywriting.

In this talk, Vitaly Friedman, editor-in-chief and co-founder of Smashing Magazine, will share some of the insights into Smashing Magazine’s Relaunch in 2017 — with decisions made, failures, successes, lessons learned and shady’n’dirty techniques used along the way. Among other things, you’ll learn how Smashing Magazine’s new design came about, how we started, and all the stumbling blocks we discovered (and had to solve) along the way. Beware: the session will contain at least 27 illustrations of cats!

Morning Workshop

Smart Responsive Design Patterns

In this workshop, Vitaly Friedman (editor-in-chief of Smashing Magazine), will cover practical techniques, clever tricks and useful strategies you need to be aware of when working on responsive interface design today. From responsive modules to clever navigation patterns and web form design techniques; the workshop will provide you with everything you need to know today to start designing better responsive experiences tomorrow.

The workshop is intended for intermediate/advanced designers and developers who have an understanding of responsive design and how it works.

Most techniques are borrowed from mid-size and large-scale real-life projects, such as large eCommerce projects, online magazines and web applications. We won’t cover the basics, instead, the workshop covers more advanced — and often obscure and innovative techniques.

Afternoon Workshop

Advance eCommerce Tricks and Techniques

When designing eCommerce experiences, we tend to prioritize what we want to say rather than how it’s actually said. It’s not easy because there are literally hundreds of things that can go wrong: from selecting a product, to adding an item to the cart, to getting that final confirmation email, to actually receiving the purchased item. Every step along the way has to be meticulously designed with an eye for error and potential misunderstandings. It affects interaction with filters as much as displaying shipping options or sending a shopping cart abandonment email.

In this workshop, Vitaly will be covering quite a few design patterns, checklists, strategies and interface design techniques to increase conversion by improving clarity and consistency of the eCommerce experience and sparkling a little bit of delight here and there. You’ll walk away with hands-on tips and techniques for crafting better eCommerce experience right away.

    • How to frame a product, the pricing and the layout in a way to increase engagement and reduce abandonment — based on actual case study from 2017’s Smashing Magazine’s Membership design and launch,
    • How to design the perfect responsive checkout flow, from adding an item to the cart to confirming payment details
    • How to keep customers engaged and delighted while completing mundane tasks,
    • Ways of reducing error rate by preventing common mistakes and causes for login failures
    • Full strategy on reducing shopping cart abandonment with better and smarter checkout UX
    • Practical guidelines and rules of thumbs from mid-size and large eCommerce projects, i.e. how to deal with guest checkout, faceted search, filters, autocomplete, smart defaults, progressive checkout, forgiving input, form labels, product lists, navigation, carousels, product comparison, pricing options, shipping costs, delivery times, coupon codes, transactional emails and interface copy
    • How to deal with sensitive data, email, password, social logins and privacy or security issues
    • How to optimize the shopping experience and specifically the checkout experience for mobile views, and how to use Facebook Messenger, Apple Pay etc. to improve UX and boost conversion,
    • Innovative examples of better, smarter and faster checkout/sign-up flows and how they’re done
    • How to improve perceived performance of the forms with skeleton screens and progress indicators
    • A complete strategy and a set of eCommerce checklists for pricing tables, shopping cart page and the checkout flow to use when working on any kind of eCommerce projects.

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