Have you ever noticed how Airbnb allows you to quickly scan homes, look at the price, rating and check photos? You don't actually have to click on the rental or open up multiple tabs to check out each item, the platform is flexible, therefore, it’s flexible for the user.
Flexibility doesn’t just follow a linear path, it's about knowing your customers and giving flexibility for different customer intents. So, while one customer intent might be to just browse a website and see what they sell, another customer intent might be to buy a specific product.
Now when it comes to efficiency, how do you make it easy for those different customer intents to fulfill their tasks? If someone wants to browse how do you make it easy for them? If someone wants to book a movie ticket, how do you make it easy for them to view the movie times?
Here’s a great example of a customer browsing and buying a movie ticket. They scan the app for the movie they want to see, and on the same screen, they can select the day, time, book and pay. So many user journeys addressed, in an efficient way.
So, to recap, customers have different intents when it comes to online behaviour, some want to browse, others want to buy. You need to think about all customer intents and make the experience efficient and flexible for the user.
Tomorrow, UX Principle #9 - consistency, clarity and standards. Stay tuned.
A major shift in the digital landscape is happening and an increasing number of companies are focusing on their users’ digital experiences.
When was the last time you downloaded a song? Did you excitedly watch the status of your download while you waited? That progress indicator you were watching was a microinteraction, my friend! As you may already know, with great user experience and user interface design “the devil is in the details.” You can’t have an amazing digital experience if the details aren’t thought through and executed well. If microinteractions are designed successfully, they make a mediocre experience great, memorable and leave users wanting to return.
People often ask "what does good UX look like?". More often than not, people argue it’s how it looks, especially in the Gulf region which is not as digitally mature. Other people say it’s how it works, which is partly true, but again, not the right answer. Yes, design and functionality are important, but we're here to let you in on a little secret: good UX is about how it makes you FEEL.