Designing UX is this simple

It just boils down to clarifying these 2 things -

Does the user want to save time using this product? 
or
Do they want to spend time on this product?

If the objective is to save time, then make it as fast as possible. Automate the hell out of it. Optimize it. Reduce the number of clicks. Be proactive in showing information, understand what user will seek at what places and time, and present it to them. Load fast. Show only what is needed.

If the objective is to spend time, then make it as engaging as possible. Have interesting and credible content. Make it visual. Plan for non linear navigation. Make them meander. Break information into smaller bits. Make it share worthy.

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