A good designer should always be that inquisitive kid – chasing people to see how they behave, what they need and how they react to a situation.
1) Designs should make life simpler–
Changes in existing design are meant to solve user experience problems. Take ketchup bottles, for example. Mothers and chefs have struggled for decades trying to extract the thick sauce out of the rigid bottleneck, until one bright UX mind clicked!
The existing market witnessed a cyclone when Heinz, in 2003 came out with their first top-down plastic bottles. At this Nick Finck, Head of UX at amazon said, “We can’t design a user experience, we design FOR a user experience,”
Another example is that of the oil company, Parachute. It’s products are hair oils. It designed the packaging in order to fulfill the user’s’ needs and desires. That’s the reason why they has different packaging for summers and winters!
All you need to do is think about the problems the user is facing with the existing design and keep thinking till you encounter the spark for the next BIG IDEA!
(Change of design as per user need)
2) Users don’t NOTICE design – unless it is asymmetric or flawed!
Asymmetry can prove to be the master tool in your toolkit! The asymmetry technique is an attention grabbing trick. It should be thought-provoking but not sight hurting. Our(human being) attention quickly shifts to a point which is not the way it should be.
Designers refrain from asymmetry trick considering it a complexity, but all it requires is adequate planning and thought process. It comes out as an amazing attention stunt more than often!
Single legged teddy in the image below is the attention grabber on this site! And then the quotation goes on to justify it! The asymmetry technique has already played its card now! Imagine if it had just the text, would you look at the text?
(Example of asymmetric or flawed design)
3) Designs should be intuitive-
What if you walk up to a door and you do not find a handle on it! You do not know what to do next. This is being non-intuitive. An intuitive design of the door would have a visible handle and a tag – PUSH/PULL!
(Example of Intuitive Design)
Same applies for any web/mobile design. It is human tendency to skip written manuals/texts. We always prefer images/icons/products which can speak! Therefore giving instruction on your design might not serve the purpose at all. Users always want designs that are intuitive and easy to use without a lengthy manual.
(Example of intuitive Design)
A coffee shop offers makes a wifi symbol on the coffee to convey that there is free wifi available at their shop!
“If your products meet your user’s needs through intuition and exploration, using them can be a genuinely an intuitive experience.”
4) Resistance to change of Habit-
It’s human behaviour to resist change. They do not want to forget their old habits. Forcing them to change their habits will only harm the UX. So, as a designer, you should be really very delicate with changing gears. Taking the example of BATA, when this shoe company came into India they observed that people here do not wear leather shoes at all. First of all, they redesigned the existing Indian footwear using leather and then eventually got the leather shoes into the market.