Introduction
In design, we are taught that simplicity is key. Busy or "cluttered" designs are often considered bad design. However, we are also trained to prioritize understanding the user and the market. This means adapting to their behaviors, preferences, and cultural context. But what happens when the users or market prefer something that goes against the standard design principles? In this page, I would like to share my experience of adjusting designs in ways that may seem to deviate from textbook principles.
Why Do Some People Like Busy Designs?
Sometimes, users prefer busy designs because they feel more lively and engaging. In contrast, overly simple designs can be considered monotone, bland, or boring. It may fail to capture attention or spark interest from visitors.
The Connection to Real-World Experiences
Digital products often serve as representations of real-world experiences. For example, e-commerce platforms might replicate the shopping experience of traditional markets or malls. In Asia and particularly in Indonesia, people enjoy markets that are bustling with activity, promotions, and offers. Therefore, people might desire for similar energy and visual elements in online shopping platforms.
Finding a Middle Ground
I was taught that as designers, our role is to bridge business goals, user needs, and universal design principles. While adapting to market preferences is essential, maintaining usability, accessibility, and focus is equally critical. Finding a balance allows us to create designs that excite users while remaining functional, clear, and ethical. This approach ensures a positive user experience and supports business objectives.
Project Example 1: Automotive Platform Revamp
During my time at EY working on Southeast Asia’s largest automotive platform, we were tasked with revamping its UX and UI. After conducting interviews, we found that the previous design was too cramped, inconsistent, and looked cartoonish. We then proposed a simpler and more elegant design to better reflect the high-end value of automotive products.
While the new design received positive feedback during user testing, users were still hesitant to make conversions. Despite its appealing visuals, the design didn’t engage customers. Some key features (such as price negotiation and test drive requests) were hidden or missing. As a result, users saw the platform as more of a digital catalogue than a functional purchasing tool.
We then refined the design to find a middle ground between our proposal and the previous version. We reintroduced some elements and displayed more information while maintaining a clear hierarchy and focus. This approach helped users understand the platform's full capabilities while highlighting its most popular features.
Project Example 2: Toolkit App for Live Commerce and Streaming
While working on a new feature for a live commerce toolkit platform, I successfully created the user flow and wireframes and quickly moved on to high-fidelity mockups. The executives liked my proposal but felt it was too simple and lacked a sense of liveliness. To address this, I collaborated with a UI designer from China who helped modify my hi-fi UI.
In the revised design, as well as in other features of the app, I noticed that some elements didn’t adhere to WCAG accessibility standards, such as small font sizes and overly contrasting elements. However, upon further research, we found that similar design choices were common in other popular platforms in Asia. It turns out that, in this region, users often prefer designs that are visually busy and high-contrast. While theoretically harder to read, these elements were actually perceived as engaging and emotionally appealing.
With this new understanding, we adapted the design approach across the product. Together, we ensured the other pages were consistent with this updated style, aligning with user preferences while maintaining functionality.
Takeaways
- Design principles are important, but sometimes local market preferences require us to adapt or rethink them.
- Users in different regions may prefer designs that look busy or lively, even if they go against typical “clean” or “simple” rules.
- Accessibility standards like WCAG are essential, but real user behavior and emotional responses also matter.
- Finding a middle ground between design best practices and user expectations leads to more effective products.