Inspiration can often come from the most unexpected places, and a recent "CrappyDesign" subreddit post perfectly frames one of my favourite UX mantras. In fact, the "Desire Path" concept dumbs down a few usability fundamentals in a super-simple way. Take a look at these two images:
The world - online and offline - is full of Berea College examples. What can we learn from UC Berkeley's approach?
Don't try to change customer behaviour
Pay attention, watch and listen to your customers. Let them define the way they want to interact with your product or service - never the other way around. This kind of insight is gold, and should be the primary driver on how we design, market and support what we're selling.
Nobody can predict behaviours flawlessly - least of all, customers
Traditional research techniques like surveys, interviews and focus groups all too often give us unreliable assumptions and hypotheses for two reasons:
Research, test, build - and then do it again
Whether we're talking software or sidewalks, conditions are constantly changing. Believing that what was successful last year will yield the same results this time around isn't just lazy - it's reckless. Our customers' behaviours will always be a moving target. And it's only by listening - keeping a reading on their actions and sentiments - that we can ensure that we're always delivering smart, relevant and optimized experience for them.
Steve Coppola is a user experience & digital marketing professional - and founder of Input UX. With over 25 years of agency experience, he has worked with many of the world's most respected brands in various capacities including UI/UX design, customer research, usability testing, and front end development.
So, today's a pretty big deal for me. After more than 20 years with my agency employer, FHR, I'm officially lifting the veil on the next chapter in my professional journey.
I’m writing this post with urgency and much enthusiasm to introduce Figma to designers who are ready to up their game.