There’s no one-size-fits-all in e-comm

There’s no one-size-fits-all in e-comm

Author: Charles Johnson

It’s unheard of that we, UX designers and graphic artists, design without an audience in mind. It’s all about the users. How will they interpret this and intuit that? Where should this be? How big should that be? 

Design questions are endless, infinite even. 

So, in time, we settle knowing that we’re never going to get close to a one-to-one match with the audience. We can’t:  the audience is varied, the sizes of the screens vary, the content varies. It’s impossible. 

And it’s frustrating. We don’t know how our work is perceived… which means we don’t always know how to make it better. And, if you’re anything like me, you want to do the best you can. 

So, what’s the solution? 

Step 1: Segment the audience

Step 2: Design for that segment

Step 3: Test the design

Step 4: Refine both the design and segmentation

Yep, this means that instead of that singular one-size-fits-all layout, you’ll have five, maybe ten, as many as you want… all of which are your best work. All of which you’ve made with a different audience in mind. 

Because design, really, is a series of decisions. 

This means we can make bold decisions and we can get specific, actionable feedback. 

It means we can communicate with the audience. 


Create a few layouts, code them up in to style sheets, define the audience, and sit back and let the data roll in. 

Easy as that. 

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