The NEW user experience …

… goes beyond mere usability.

“We need to create an experience that motivates action.”

In practice: “Though the cardinal rule of usability is to make it simple, it’s possible to make a design too simple, thereby causing users to lose the feeling of effectiveness and engagement that stems from a more involved, complex interaction. So, if you want users to experience a sense of discovery or achievement, consider intentionally building in some interesting sources of challenge for them to overcome along the path.”

Eric Schaffer: Beyond Usability -Designing Web Sites for Persuasion, Emotion, and Trust


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