Navigating User-Centred Web Design: Lessons from Manchester's UX Design Pioneers

Navigating User-Centred Web Design: Lessons from Manchester’s UX Design Pioneers

At Blue Whale Media, we understand the profound impact that user experience (UX) design principles have on websites. As a leading web design and development company based in Manchester, we have witnessed firsthand the power of creating intuitive, user-friendly websites that prioritise user satisfaction and engagement. In this blog post, we will delve into the world of UX design, showcasing case studies and strategies that highlight our expertise in creating exceptional online experiences.

Understanding User-Centered Design

User-centred design is a philosophy that places the needs and preferences of users at the forefront of the design process. It involves understanding the target audience, their behaviours, and their goals in order to create websites that are tailored to their specific needs.

One of the key principles of user-centred design is usability. A website should be easy to navigate, with clear and intuitive menus, logical information architecture, and straightforward user flows. By prioritising usability, we ensure that visitors can quickly and efficiently find the information or complete the tasks they came for.

Case Study: Redesigning a Manchester-Based E-Commerce Site

One of our recent projects involved redesigning an e-commerce site for a local Manchester-based business. The client had been struggling with high bounce rates and low conversion rates, and they approached us to improve their website’s user experience.

We conducted extensive research into the target audience and their preferences, including usability testing and user interviews. Armed with these insights, we created a user-centred design that addressed the pain points and frustrations of the website visitors.

One of the main issues we identified was the cluttered and confusing navigation menu. Visitors were having difficulty finding the products they were looking for, resulting in frustration and ultimately, leaving the site. To improve usability, we simplified the navigation menu, categorising products into clear and logical sections. We also implemented a search bar at the top of the page, allowing users to quickly find specific items.

In addition to improving navigation, we also focused on enhancing the overall visual appeal of the website. We updated the design with a modern and clean aesthetic, using visually appealing product images and clear calls to action. By creating a visually engaging experience, visitors were more likely to stay on the site and explore the products further.

The results of the redesign were remarkable. The bounce rate decreased by 40% and the conversion rate increased by 25%. The client was thrilled with the improved user experience and the subsequent increase in sales.

Strategies for User Engagement

At Blue Whale Media, we believe that user engagement is key to creating successful websites. Engaged users are more likely to stay on the site, explore different pages, and ultimately convert into customers. Here are some strategies we employ to keep users engaged with a website:

1. Clear and compelling calls to action:

We ensure that every page has clear and visually appealing calls to action that prompt users to take the desired action, whether it’s making a purchase, signing up for a newsletter, or contacting us for more information. These calls to action are strategically placed throughout the website to capture the user’s attention and encourage them to take the next step.

2. Interactive elements:

We add interactive elements to the website to keep users engaged and entertained. This can include interactive sliders, videos, quizzes, or games. These elements not only make the website more enjoyable to use but also provide valuable information or entertainment to the user.

3. Personalisation:

We understand that every user is unique and has different preferences and needs. To enhance user engagement, we incorporate personalisation features into the website. This can include personalised product recommendations based on the user’s browsing history or personalised content based on their preferences. By tailoring the website experience to each individual user, we create a more personalised and engaging experience.

4. Social media integration:

Social media is a powerful tool for engaging users and driving traffic to the website. We integrate social media buttons and feeds into the website, allowing users to easily share content and interact with the brand on social platforms. This not only increases user engagement but also helps to build brand awareness and loyalty.

5. Responsive design:

In today’s mobile-dominated world, it is crucial to have a website that is optimised for mobile devices. We ensure that all the websites we design are responsive and mobile-friendly. This means that the website adapts and adjusts to different screen sizes and devices, providing a seamless and engaging user experience across all platforms.


By prioritising user satisfaction and engagement, we create websites that not only look great but also deliver results. Our team at Blue Whale Media understands the importance of user experience (UX) design principles in web design and development. We believe that a well-designed website should not only be visually appealing but also intuitive, easy to navigate, and focused on meeting the needs of the user.