According to Neilson, UX “encompasses all aspects of the end-user’s interaction with the company, its services, and its products”. These aspects need to be carefully designed and executed, with the end-user as the focal point, in order to provide for great UX.
In this ongoing series of articles we will examine the best of UX in digital product design. Each example will be evaluated on the following criteria:
At the rate in which we interact with products and services today, we’ve become desensitized to the human element of their design. The best of them create value for a now loyal user. So what makes for a great user experience? Here are some traits that are integral to a successful user experience –
- Goal focused by providing an end-value for the user to complete the experience.
- Empathetic – the experience should understand all their users, without being intrusive.
- Encouraging with intuitive functionality behind an invisible interface, while positively reinforcing it’s value to the user.
- Forgiving because we all make mistakes and don’t want to be mistake-shamed.
Let’s look at 5 examples of a product or service that provide gre for their users and the reasons behind it.
Honey Web Extension
Honey is a free web browser extension that automatically applies the best coupon code at checkout. With the Honey experience, the end goal could not be more rewarding. Once a user reaches checkout of their online shopping experience, Honey scrapes the web to find discount codes to apply to whatever items are in your cart. After installing the browser extension, the first interaction between the user and the attractive and friendly interface is a notification window in the browser window’s top right corner, stating how much they can save through which coupon codes. And that’s it! An experience so seamless and transparent, it requires zero effort from the user, while providing a reward. Who wouldn’t play with house money?
Sweetgreen Online Ordering Experience
Sweetgreen, the casual salad chain, had the problem of the never ending, work-day lunch-hour line, that discouraged the time-strapped potential diner. By staying focused on the diner, identifying pain points, and iteratively improving on them, Sweetgreen is able to consistently provide a positive dining experience.
To try and solve the problem of long lines, the chain stopped accepting cash, and encouraged payment via their app. To ensure that users would adopt this unpopular change, the chain provided value for their users to pay via app scan with a loyalty program that dished out free salads. Doubling down on efforts to keep lines moving, Sweetgreen had their online ordering experience that mirrored the in-store experience, with the enticing salad bar, without the crowd. By utilizing salivating imagery, transparent and descriptive language, and simple onboarding, users select or create a salad, schedule a pick up time, and pay, from wherever. Simple as that.
Uber launched Uber Eats into an overly saturated food delivery app market. How could Uber provide enough value for users to abandon their go to food delivery apps and sign up for Uber Eats? By providing value that was missing from this industry. By utilizing their real-time tracking technology, the Uber Eats experience allowed for users to track their meal from kitchen to table. With this feature, Uber was able to solve a major pain-point in the food delivery app market: where is my food already???? With real-time tracking, Uber crafted a seamless and empathetic experience, with a quick onboarding flow, and a sleek and trustworthy UI to fulfill your craving.
Medium is a blogging platform where anyone can publish and read posts. Don’t we already have enough of those? Yes, but none as simple as Medium. The platform declutters the screen with their minimal, black and white branding, coupled with exceptional typography treatment, creating a distraction and ad-free experience for the reader. A simple platform like this empowers writers to publish the content the way they want, while empowering readers to curate their own feed. All in all creating value for Medium.
Apple TV Remote Mobile App
With the launch of the Apple TV, Apple locked users down on yet another interface. The experience proved to be as sexy as most other Apple products, but lacked in it’s usability. The Apple TV shipped with a remote control reminiscent of the iPod Nano, sleek and thin, with a few buttons and a trackpad. Did they just solve the remote control interface conundrum? Not quite. After using the remote for a couple months, the simplicity proved to be its downfall – the buttons jammed, and the trackpad was glitchy. The solution? Scrap the remote, for the iPhone that is already in your hand. No need to dig under the couch for the remote, or endlessly scroll over the single file keyboard to type in your super secure passwords – just switch to the app on the phone you were already holding!
Spacious partners with a city’s restaurants, and turns their empty spaces into a coworking space during the day. The Spacious team has curated an experience that puts the freelancers mind at ease with a focus on empathy. Beginning with the onboarding, Spacious offers a free week trial as soon as the user provides basic information – name, email, and photo. From there you have access to their fleet of spaces, where they offer complimentary coffee and tea, and helpful hosts.
Freelancers are always faced with the issue of where to work – coffee shops can be too crowded and uncomfortable for a full days work, while working from home may be distracting and uncomfortable as well. Upon arriving at a Spacious location, simply enter your mobile number at the iPad kiosk to log in, and visit spacious.com/wifi to connect to the wifi, and you’re good to go.
That’s it for now on UX Quick Hits. Stay tuned for more to come.