Good UX is inconspicuous. Let’s make sure we’re on the same page when we talk about UX here. If design was simply UI + UX, the latter is the technical, nerdy, scientific part of it. Meaning: how users behave, what kind of behaviour it facilitates, analytics and data(on heat maps, on user flows) etc etc.
Good UX goes unnoticed. When it’s going well, its presence is there like a smooth track that’s been oiled. It’s only when it causes some kind of discomfort that it becomes noticeable and makes us say “Wait, that’s not how it should be” — the moment we encounter a pothole in the road.
A scrolling menu runs smoothly? Keep on going. Does it stumble every now and then with a loading bar indicator? Burn down the house.
Back button actually takes you to the previous page? All good, that’s expected. Back button is not able to get you out of the subsection of the website? Hang the DJ right now.
And I totally get it why. Looking at it biologically, it’s how we managed to evolve. What I will do wrong in this article will be pointed by you. What Radisson Blu didn’t see about a subset of their hospitality industry, i.e. Bed ‘n Breakfast, Brian Chesky, Joe Gebbia and Nathan Blecharczyk were fixing it — these lads made AirBnB.
So we can see it in a few ways. Either:
- user gets frustrated — user churn comes into equation
- user notifies creators — that’s called feedback
- user sees the need of something new that she or he is able to create — that’s called innovation
Here’s to a 2019 that will run smoothly, like it’s been oiled. But at the same time, here’s to a 2019 that will give us vision to see what doesn’t run well, as that’s when innovation happens. Wish you well!
About Ch Daniel
I run chagency, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.
I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app
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