Cultivating the Unexpected Through Design
Designing a remarkable experience is no easy task. More often than not, it requires hard work, patience and dedication from designers.
Working on crafting the spectacular showcase created through a design takes a process of eliminating complexity and introducing simplicity. Thereafter it’s all about overlaying the simplicity with the unexpected. The “wow factor” carefully evolved to create the simple yet unforgettable delight when interacting with the experience curated for the user.
Being Fabulous and Going Over the Top
The key steps for this are:
1) Simplify the user interface
2) Go over top with delightful interaction design
3) Top it up with clarity when an action has been completed
Make a clear path of success through the UI
When designing the user interface there could be a variety of call to actions available to a user. The key here is to simplify things and remove the clutter. Understand the key call to action or path which you want the user follow and figure out the visual hierarchy. Don’t create unnecessary clutter and don’t be afraid to split things up into multiple screens and actions. Make it easy and visible for the user to know what actions are available and ensure that everything is positioned in a way which makes sense.
“Good design is a lot like clear thinking made visual.”
— Edward Tufte • Statistician and Professor
It’s ok if everything isn’t above the fold when designing but remember that it’s all about strategically selecting the right elements and positioning them in the right place for the user to consume at the right point in time. Introduce the elements as required into the user’s journey.
Delight the user through the IXD
Learn and allow yourself to go over the top. Interaction designers create smooth transitions, animations and a sense of excitement. At the same time these animations often remove the anxiety created between steps or screens as the user knows that something is progressing forward or stepping backwards.
“The difference between ordinary and extraordinary is that little extra.”
— Jimmy Johnson • American Football Broadcaster
Going over the top makes a pleasurable and immersive experience that draws users to continue to engage. They are overwhelmed with excitement and are sometimes compelled to share with family and friends. They actively recommend and assist with growing your brand presence.
Create satisfaction with the finale
Always provide the user the sense of accomplishment and leave them feeling content in completing an action. Don’t make the customer second guess if something has been successfully done or not. Make it obvious and satisfying.
“I am easily satisfied with the very best.”
— Winston Churchill • Prime Minister of the United Kingdom (1940 to 1945, 1951 to 1955)
Leave the user feeling excited about what’s next. Make the user want to come back and engage. As satisfied customer is a happy customer.
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— ST
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About the author
Joining international consulting firm Ippon Technologies and reporting into the Managing Director of Ippon Australia, Sherwin is the head of Ippon Australia’s experience design consulting practice. A thought leader in experience design, he is tasked with building up the firm’s XD capability and oversees all aspects of BX, CX, UX, UI, IxD, User Research, Human Centred Design and Service Design.
With over 10 years in the industry as a design technologist, Sherwin is the former Head of Digital CX Development at The Good Guys, former Head of eBusiness Operations at AAMI and former Head of eBusiness Support at Melbourne IT. He holds a Double Masters for the Master of Information Systems Management/Master of Business Administration, a Double Degree for the Bachelor of Business Information Systems/Bachelor of Business and a Diploma of Information Technology (Network Engineering).
