If your UI feels messy, it’s usually a strategy problem

If your design feels broken, don’t start in Figma. Start with your strategy.

If your UI feels messy, it’s usually a strategy problem. When everything is “priority #1,” the homepage is cluttered. Customers will be confused or they wont trust your offering.

This is often driven by internal politics or a lack of clear business strategy.

Good strategy is about being clear about your goals, is it revenue, customer satisfaction, awareness etc. It’s about having one or two focused goals. Getting there involves making trade-offs which will show in the visual hierarchy.

Visual hierarchy is the principle in design of showing what is most important. Design signals priority through size, colour, and placement

When you’re working on your product and the design is not working. Take a step back and look at your strategy to see if it aligns. A good strategy only needs to be a few sentences to start, use the North Star Framework.

If your North Star is more sales or more sign ups then let your main CTA reflect that and your secondary goal can sit as a less prominent button for example.

When a customer lands on your website or product you have seconds to guide them in the right direction. Aligning your strategy with design through visual hierarchy will make your customer experience more intuitive thereby effortlessly increasing the metrics of your goals.

If your design feels broken, don’t start in Figma. Start with your strategy.