User experience is just as important as visual design.
Crafting delightful and successful user experiences requires a deep understanding of user-centric, heuristically minded, and data influenced methodologies. A strong dose of user empathy is required to turn the toughest business challenges into an elegant user experience. Overall the goal is to SIMPLIFY the word bloat and delivery a consumable layout that can progressively reveal the visual narrative needed without overwhelming the user. The goal is to pull them in, create a lean-forward-experience, and have them continue with conversational interactions and continue to click and discover/learn more.
Determining where the page design sits within the overall user flow is key — what are the main user needs and identify the best way to deliver that content or next steps to engage with your company. See the example of a complete top-down user flow which shows where this example of an Oracle pillar page sits in the site hierarchy and a clear definition of each page goal from both the business side and the user goals.
Consistency of the page templates is also a key element in creating a successful conversation with the users. Don’t make the user have to re-learn how a page works and functions as that takes a cognitive load on the user. Your site needs to be easy, effortless, and deliver on the users’ needs.