Communicating With Design

Jared Spool

February 8th, 2018

Design influences behavior by guiding and motivating people to do something, to take an action, or, by contrast, slowing them down. Some design choices create unintended negative experiences by creating a type of friction for the user: a complicated checkout process, an even more complicated password retrieval workflow.

Alternatively, we create a more positive brand of friction when we slow customers down with details for securing passwords, or reminders that educate them about the consequences of a decision, such as deleting information from a system.

Understanding this balance, the flow of the customer experience, the relationship between the design and content, informs the choices we make.

When we spot moments in our design that encourage flow in areas, and less friction, we can improve the experience, as well as the comprehension of the content and information our designs convey.

We uncover opportunities in testing, in customer journeys, and service blueprints. By understanding the behaviors that our designs encourage, we design better experiences, create trust, and successfully convey information.

Join Stephen at the 2018 UXI Conference in his Visually Making Sense of Complex Information workshop and explore how you can communicate complex ideas through design.

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