Starting immediately with a real life example will make the topic more easy to understand . When we go in a shop or to another place to have a service, in most of the times we have to wait in the line. Ask who is the last and at times enter in debates about who came before whom. For a long time it has been like this. For other cultures there isn’t even a line. We’ve seen cases where people fight with each other and even try to push or to cheat just to get the spot. This kind of situation provoke the human minds to react to the worst case scenario. And if you find yourself in the middle of this line (almost crowd) you wont have a good feeling and a good experience. Few years later this new system was implemented on the waiting rooms, that you get your ticket number.
When we’re in a line we have to wait for our turn. At least this time we don’t provoke any debate and we don’t bother people asking, most of all there’s no fight. Not many years later there’s another system which facilitates the waiting line, that is the online reservation. Many features are removed with the online reservation, no printing paper with numbers, no standing in the line, no asking the reception about your turn. Just a simple action can improve the user experience, no need for improving other features when you can revolutionize the booking appointment.
Let’s take another option. Everyone knows Craigslist. For many years even now, it was our local problem solver. No fancy features just human questions and answering. From Craigslist were inspired many big companies such as Airbnb and Uber. All started from the needs of the users to have a specific request. So why not improving that one thing that the users ask and make them happy. You’re not making only the user’s happy but the clients, random people and a whole community. I believe there might be still other companies not yet opened that might derivative just from the same source of Craiglist.
The golden line is not overrating the user experience and not underestimating it. It should be in the level where it’s useful, usable and fulfills users needs. The design might be fancy or simple but as soon as it’s useful, people will still use it. Big companies like the smart phone industries, over the years they compete of who has more features than the other. From the statistic it results that we use less than 10% of the features that the phone has build by default.
So, it’s not about adding as many features as possible, it’s about user experience.
How many features of what we already have, do we use?
Less than we think. It’s easier to download an app than to search a feature on the phone. These are huge cases when you realize that user experience matters.
How to get something fast? Is what everybody is asking for?
Nothing of good quality can be built fast. Details matter. And design as a matter of fact definitely is that one element which pays off. It took time for companies and clients to understand it but when they see that design pays ROI , they’re more convinced. So it’s not only about making a good design.
Good design it solves a lot of pain points. But extraordinary design is about filling the gaps in the experience.