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10 eCommerce Design Principles: 07. Joy of Use

UX Best Practices

Push beyond “best practices” to create meaningful experiences.


Headshot of Marko Bon, Chief Creative Officer at Domaine.

Marko Bon

Chief Creative Officer

Abstract geometry as a decorative cover
Joys of Use

If you haven’t already, read the intro & summary which explain why I wrote these thoughts down in the first place.

In a field governed by Best Practices, one can surely imagine that a site designed only with best practices in mind would be an absolute dud. In fact the term on it’s own is anti-creative and limiting, as it presumes that there is a single correct solution.

We call them Best Practices because there’s a history of data that has made them so. Naturally the only way to break the rules is to understand them intimately, and ideally do something strange, new and surprising that still satisfies the core principle of the rule. This is where you turn something from being merely functional to something pleasurable, I think this leap is when an experience becomes inspired.

The visitor to your site has previously scrolled through miles of hapless interfaces, many governed by the cleverest of Best Practices. But they have not encountered many lovely moments or happy accidents. It’s our job to wake them up, out of their stupor, and bring them some joy.

Marko Bon

Chief Creative Officer

Marko is an experienced founder and entrepreneur in digital commerce. Former VP of eCommerce at multiple enterprise fashion retailers. 23+ years of experience in design, UX, personalization & content strategy, site optimization and eCom team management.

Your brand has a bright future… Let’s create it.

We’ve designed over 300 Shopify sites for brands ranging from Arhaus to Fenty Beauty, each optimized for conversion and remarkable user experience.

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