How to use the expected design to keep the user experience simple?

Nowadays, most users are deeply immersed in the fragmentation of time and excessive information, so users prefer simple and modern web design. "Less is more" is the design philosophy of this kind of website, but the content design method and content strategy are few and many, let the visitor liberate from the heavy information pressure.

Although there are many ways to do subtraction, it is more skillful to simplify design and content than to add content. What we're talking about today is how to help you get the design simplified by using the design of anticipation.

　What is an expected design?

The designer Aaron Shapiro, from huge, defines the intended design in such a way that it provides the appropriate feedback before the user makes a decision.

In fact, the expected design has been around for a long time and exists in many basic functions, most commonly known as pop-up boxes, application notifications, feature recommendations, and so on.

All of these behaviors are responsive to the behavior of the user, and the functionality and choices they provide are based on the user's previous actions and perceived preferences.

The intended design is designed to provide users with a clearer understanding and experience, and to reduce the amount of brainpower that visitors spend during the operation.

As the user faces the immediate message, the intended design attempts to reduce the amount of brainpower the user needs to consume in the process. Reducing the user's cognitive load can give users a clearer understanding of information and a better experience.

Unlike our familiar design ideas, you don't allow users to interact in the way you want them to, but rather you create a Web experience in the way you expect them to. The important thing is "user expectations".

　　Expected design and data

Ideally, the product works much more than setting up a pop-up box that caters to the user, and instead increases the efficiency of the site's users to a new level.

If you want to use the expected design to enhance the overall comfort, you need to analyze the data, and based on the results of the analysis to set the user flow and path. For example, by tracking the previous user's purchase amount to determine the next purchase amount, in the account registration, product recommendation and checkout process optimization. When you have enough data to support your system for automated decision-making, the intended design brings more than just a personalized web experience.

Potential pitfalls

Predictably, there is a certain conflict between the intended design and the protection of personal information and data security. Google, which is used by foreign users, is really at the forefront of technology, but users often feel that their data is shared on different platforms, a sense of aggression that is often felt at home. The merchandise that you have browsed on the Jingdong Amazon Taobao, often appears in the advertisement area of each website, even if you browse a foreign website also unavoidable. This common SEO method is sometimes good, but it also makes users worry about data security.

Is the comfort you provide to your users more important than the user data you have?

So, while the technology is mature enough, is the comfort and security you provide to your users more important than the user data you have? So, when you need to think more fully about information security, the expected design can have a negative impact on you.

In addition, the expected design may limit the product's exploratory nature. The most typical example is Amazon, where the product is usually viewed by the user, which obviously makes the user's choice narrower, and many of the items are simply purchased by the user or are not intended to be browsed, making the recommended effectiveness less effective. Many of the products that users browse constitute a unique preference and "path" to this individual, but the recommendation system that follows this "path" pushes users to make similar choices all the time. Users have seen several crime fiction, and the system continues to recommend similar novels, when users will discover the charm of science fiction? The situation is likely to be on the heads of the children, who are also more likely to be persuaded, as a highly malleable user group, but this expected design lowers their exploration spirit.

　　How do I use the expected design correctly?

Knowing your users and their browsing and manipulating behaviors can better understand their needs and expectations. Today's users of the site has a clear demand for the path, hoping to achieve the fastest speed goal.

Understanding the problems and obstacles of different user groups is the key to seizing the opportunity. In order for you to put this concept to good use, you can consider the following links to optimize the user experience:

Is it possible to make recommendations based on the user's previous choices? Think about what the user might have bought before, or which pages they visited, without initial data.

Can you increase the value added? If possible, recommend some ancillary, finished products, or recommend some services that they may be interested in, depending on the products already in the user's shopping cart.

Can you help users to fill in some user names, login mailboxes, basic information, such as form fields, so that users in the process of accomplishing the goal of less than a few clicks?

Can I send an e-mail invitation or a reminder in a more personal way than it seems to be a mass?

In general, the goal of such a design is not to push users to make decisions, but to provide them with a reasonable choice before the user directly enters the initiative. The operation steps were simplified, and the previous operation became an influential factor in the information presented to the user, and the whole process was presented in a more automated form.

　Expected design of actual combat

The case is always the best way to understand the case, how to use the expected design to keep the user experience simple, look at the following case:

　　Google now

As the most intelligent personal assistant, Google now pushes information based on the user's search habits and previous actions to respond to demand. If you have an entry for a restaurant in the Google Calendar, Google Now will help you to recommend the neighborhood, provide weather information and traffic conditions to improve the overall value. Birthday reminders, news updates, travel information, entertainment, appointments, sporting events, hotel reservations, parking tips, and so on, are related in a reasonable scenario, and at this point, Google now is much stronger than Amazon.

　Pandora's Musical Genome Project

Pandora is a famous customizable internet radio station, and you can find similar music lists based on a song's songs, Rhythms, melodies, harmonies, adapters, lyrics, and so on. In fact, the not-so-new site was established as early as 2000, with more than 250 million registered users, of whom more than 8,000 are active users.

Cook with M&s

Cook with M&s offers users a range of tempting recipes (beautiful photography and examples), and M&s's app not only shares recipes, but also offers editors ' shopping lists to provide a truly one-stop service.

As information is completed, each recipe in the app has a user comment and a reference star rating system, nutrition information, cooking time, and difficulty level. More importantly, M&s's app also has built-in cooking timers! Although many of these features are not complex, they are well adapted to the needs of the user, making cooking simpler and more enjoyable.

Conclusion

Sometimes it's a matter of knowing this and thinking from a certain angle as a starting point, and starting point and thinking are very important. No matter what type of website you are working on, it is always important and useful to use the intended design to enhance the accessibility of users and websites.