For years, modular elements that can be reused indefinitely after initial inception have been the holy grail of user interface design and development. Utilizing modules to build new pages provides greater flexibility and accelerates turnaround for new pages. This is particularly valuable when an organization is interested in creating quick iterations of new content pages for first-time visitors.

Why It Matters

Modules have a defined type of content with a defined layout, and a single module can be reused indefinitely after the initial inception. This speeds up development time significantly. However, if a module is implemented carelessly on a new page, it can add friction to the page’s flow and disrupt the content narrative. The efficiency of modular page building is valuable, but it is important to follow best practices to achieve the desired outcome of a given page.

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Typical Approaches

Full-page templates have been a regular go-to option for designers to showcase a unique design with a versatile purpose. The type of content a page should have is usually determined, the layout is structured, and all that remains is to populate the page with provided copy and media. This enables a more unique flow to the page and makes the content feel more connected. At the same time, it becomes difficult to reuse and could result in slower development of some pages.

Our Approach

Personalized Experiences Highlight Underserved Customers

A personalized homepage experience based on a visitor's industry allowed our customer, a Fortune 500 medical device manufacturer, to improve lead generation rates by up to 100%.

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When possible, we recommend using modular components as a more flexible design approach for pages. It allows users to enter allotted copy and choose settings like colors, varying backgrounds, spacings, image placement, ordering, and other parameters that will be specific to the page it is used on, while still looking unique and fresh on different pages.

Next Steps

Even though there will always be a situation where full-page templates are better, the modular design system is the modern approach that gives our clients more control to present their brand quickly and successfully, while still filling our responsibility to keep up with the highest usability, branding, and technological standards.

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