Users don’t care how many times they clicked while cognitive load is low.
Rather than counting clicks while you design, put your effort into creating a strong information scent.
Provide your users with helpful UI coordinates: Where am I?, How do I go back?, Where can I go?
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As designers, we are always trying to solve problems for our users, but until we learn what works for our users we cannot hope to solve these problems.
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Immersion, iteration, and innovation power the UberEATS design team on our mission to make eating effortless.
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When you don’t expose what you’re building to users, your team ends up spending time and resources on building features that either don’t create value or don’t work. If the only time you get to learn from the users is after launch—that’s the cost of an entire sprint gone.
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Taking our prototypes out for a real-world spin offered a great opportunity to identify moments for education, catch mistakes or blindspots early on in the design process, minimizing the risk of shipping products that might have less of an impact.
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Psychology, thus, becomes a crucial element in designing the right kind of systems, interfaces and experiences for your users/customers.
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