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Digital Marketing - Study Notes:

Lo-fi prototypes

In this example, we have a low fidelity wireframe. As you can see, this is a very simple layout showing the main content blocks on the page, where the visual emphasis should be, for instance any calls to action that need to be highlighted for the user.

Using something as simple as this, we can adequately communicate a basic layout, a visual hierarchy, and relative priorities on the page. We can also indicate different media types, such as video, text content and images, as shown here. These can begin to prompt early feedback or gain broad agreement on the direction the design needs to take before too much time is invested in rendering the page in any great detail.

Hi-fi prototype

This is the same page rendered in higher fidelity.

In this version, we’ve started the process of filling in the design with greater detail, including the style and amount of copy appearing at various points on the page. Again, while images have begun to be represented and some modest styling has been added, discussion and feedback should continue to be focused on the fundamental elements of the page, rather than becoming fixated on brand or visual design.

That’s the real strength of wireframes, and UX design in general:

  • Removing subjectivity from the discussion
  • Ensuring that what is being offered to the user reflects the goals for the project without the distraction of what shade of blue or red should be used in the design
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Rick Monro

Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

If you are interested in learning about the principles of UX and the tools or techniques that you can use to develop and refine your user's experience, DMI has produced a short course on the subject for all of our students. You can access this content here:

DMI Short Course: UX Essentials

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    UX Design
    Rick Monro
    Skills Expert

    The UX Design module will cover in depth the differences between interactive and presentational communication, illustrating how the priority of the marketer shifts from getting attention in a presentational environment, to giving attention in an interactive environment. You will understand how a user-focused approach to design impacts content planning, information architecture, customer-journey planning, prototyping, testing and validation, progressive-disclosure and other powerful approaches to the display and interactivity of content.