…asy. The commitment and energy the user puts into living a certain experience needs to be rewarded. Sometimes we focus too much on making everything easy peasy and we forget that users are curious. Audiences like to learn, explore, discover and solve situations. You have to find a balance between interesting and useful.
…nspiration, that doesn’t mean you should copy their design solutions to answer your design problem. As soon as design decisions are based on “that’s how company X does”, we are ignoring the fundamental role of design in the first place: to improve the product with your user in the center.