Translation of material of a specialist in usability Nielsen Norman Group Teresa Fessenden about how interface enhancements can lead to superficial or deep delight users. When you hear the phrase “perfect interface”, whats the first thing that comes to mind. It conjures up a riot of animation or sarcastic texts. Pictures with cute mascots brands or aesthetically pleasing design?. There is a stereotype that delight is associated precisely with the external manifestations of the user interface, and although partially true, yet on the appearance of enthusiasm is affected by a number of factors that are typically not associated directly with delight.
In this article we will try to describe the enthusiasm of the user to distinguish between the two kinds of delight — superficial and deep, and try to figure out is whether to chase the feeling of delight from the buyer. To the delight of the user — any emotionally positive feeling that may occur to the user as a result of interaction with the device or interface. Delight the user may not always be visible externally, but can affect behavior and point of view, which are formed during the use of the website or application. At first glance this definition seems relatively simple, but in practice to define enthusiasm is difficult, because often it has no external expression.
Sometimes participants various studies to indicate enthusiasm, using phrases such as “I like it” or “it was easy”, but they do not always give voice to the most pleasant moments of interaction when the interface works as expected. The result is quite difficult to study and to quantify that it actually brings delight to the user when interacting with the device or interface. Even more difficult to study the fact that even very poor or unpleasant experience can still show re-visits and repeat purchase — especially in those areas that have loyalty programs or high cost of switching to another company.
So is it worth spending the time and attention of designers to achieve the objective for the formation of excited users. To answer this question, we must first understand the hierarchy of user needs and how it affects user experience. There are all the well-known theory that explains human motivation — hierarchy of needs Abraham Maslow proposed in 1940.
Maslow argued that people are primarily driven by basic needs (such as food and shelter), and when they are satisfied, people can move on and seek to satisfy higher-level needs such as love, self-esteem and creativity. The fundamental elements of human needs must be satisfied before the motivation to meet higher needs begin to influence behavior. Aaron Walter in his book “Emotional web design” describes the hierarchy of user needs, which highly corresponds with the Maslows hierarchy of needs.
He hypothesizes that the higher needs (such as pleasure and delight are at the top of the pyramid) can be satisfied only after satisfaction of fundamental needs (such as functionality and usability). By analogy with Maslows pyramid, pyramid of needs of the user Walter defines the basic requirements that the interface must satisfy first before you start to appeal to the needs of a higher level.
For example, beautiful but non-functional app (that is, which has no useful purpose) can not meet the basic needs of users. If the application has no functional component, its aesthetic quality will remain unknown. Thus, even if the app is in itself gorgeous, most likely the user will not be able to remember anything good about your experience.
The product must primarily satisfy the need and be useful. If a functional interface will not always work as expect, it will be deemed unreliable, users will remain dissatisfied, no matter how beautiful the interface was no. Finally, the interface must be easy to use. In order to study, understand and begin to use it should not spend a lot of effort.
Only when the product is functional, reliable and convenient to use, users can appreciate the amazing, adopted, or joyful aspects of the user experience. Briefly, the theory Walter tells us that the product can inspire only if it is convenient to use. Once it reached the base goal of functionality, reliability and usability — you can set a goal to achieve delight users.
There are two kinds of enthusiasm, which can test the users when they interact with the interface. Surface delight deep delight and. Surface delight is a local and contextual; it typically comes from the highly insulated characteristics of the interface. For example, each of the following characteristics may cause a superficial delight.
These types of UI elements are often very complex, and if the product behind these items is far from perfect, they have the potential to trivialize. However, if these features are implemented effectively, they can become a cause of delight, so they actually become stereotypical to communicate with the delight arising from the use interface. But it would be naive at best to assume that this enthusiasm and limited.
This state of ecstasy can be, and is not very bright when you are in it, but its definitely much more difficult to achieve. Users who experience a deep state of rapture, is likely to recommend a product or service to a friend and become loyal return customers. To reach the deep delight is possible only with a well-established working process and negated the problematic issues. Simply put it means to create a product that works as expected (or better), and is able to meet the needs of the user at the right time in the right place. Exceptional user experience is a prerequisite for the occurrence of deep delight.
It may seem that a deep delight it is a kind of Holy Grail — a goal that would be nice to have but impossible to achieve. Are there any interfaces that lead to a deep delight of the user?. I am happy to report that there are. However, examples are not particularly many. Below we will discuss two websites that have coped with this task.
Unroll.me is the app that aims to eliminate clutter in the Inbox folder, emails. Most of us to unsubscribe, you have the stress view all incoming messages. Youll have to scroll through each letter to the end, click on the “unsubscribe” link (and subsequent pages). However, Unroll.me makes the whole process simple.
Here are a few examples of how the interfaces are trying to maintain enthusiasm, but the efforts proved futile when it came to problems with the convenience and ease of use. The Clove Club restaurant in London, whose website is created in HTML5, very much like the design of old sites created in Flash. Although the website has implemented a lot of amazing animation effects and the site itself has a smooth, minimalistic and presumably aesthetically pleasing, lots of hidden link with small hint information component and a low density of information makes the website less convenient to use. The loading time of each link is also very large due to the amount of downloadable information. Design can be and promotes a superficial delight, but can not ensure a truly enthusiastic user experience.
Website bakery Ithaca Bakery trying to be original and artistic, has a lot of animation and dynamic content, but due to the unconventional design of the site pretty difficult to use. The text is difficult to read due to the lack of horizontal alignment and a large number of typographic fonts. Add to this the cheering animation, which is also a long time to load (and the load time) and the content is difficult to foresee. Terms such as “menu” are repeated many times.
So the enthusiasm quickly fades away as soon as the user tries to find basic information on the page. It looks deceptively clickable, and the only traditional UI element is at the bottom of the page. On the site Magic of Baltimore very congested head navigation item, and in the picture at the top of the page is made up of a number of paintings in.
These paintings look clickable because the “wall” is clickable, but individual frame – no. The design was an attempt to use creativity and decorative text, but the site itself is awkward from the point of view of reading and clarity, compactness and links. Contrived superficial enthusiasm is a potential risk to the branding of the company. If, for example, a company that customers perceive as serious and traditional, trying to joke, to implement animation or other techniques, it may seem like people fake and potentially unreliable.
To get any tangible results, having as its goal the surface to the delight of the user, the design team must first question the side effects of this “pursuit of happiness” and focus on the experience as a whole. In the end, no one ever said. “Im just in awe of how beautiful this product does not work as good as I expected”. And if, in the pursuit of delight, the ultimate goal in the form of functional, reliable and usable product will be overlooked, in this case, it makes sense to reconsider the purpose of developing.
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