Transparency is what the users want and need
Besides making your app/website understandable and easy to navigate, I believe what we, as users, want from a product is transparency in communication.
Let’s say booking.com, for example. You might not have noticed this, but on their website/app, the information architecture was designed to make sure users read important information such as cancelation policies, services provided by the hotel, guest reviews, etc. To give you a concrete example, they probably ran studies to detect where users struggled the most while booking a room and I know this from my own experience as a booking agent that clients want clarity in the cancelation policy.
How did they respond to that? They added a filter for the user to separate refundable and non-refundable rates, as you can see in the photo.
And this is something people truly appreciate.
And why did they do this?
Do you recall when the company Cambridge Analytica collected tons of users data during the USA elections and Facebook suspected about their bad intentions but did nothing? People got so pissed they even created the hashtag #deletefacebook. As a consequence, privacy and transparency became a hot topic.
We are finally witnessing a change in how companies treat their users/customers. Companies are starting to avoid dark patterns, as we say in UX design, and by that I mean, tricks in the design that force users to complete a specific action that will benefit the company, but not the user.
Nonetheless, this is changing and I’ll give you an example that proves it: the button to cancel the subscription on Linkedin Learning is easy to find, and you know sometimes they make it harder to find it on purpose.
So, we are getting there! In the end, what users want is transparency.