UIs should communicate brand values and reinforce users’ trust. Where appropriate, elements of gamification can make your design more fun. Delight them, and they’ll keep returning. When your design predicts users’ needs, they can enjoy more personalized and immersive experiences. UIs should also be enjoyable (or at least satisfying and frustration-free). So, understand your users’ contexts and task flows (which you can find from, e.g., customer journey maps), to fine-tune the best, most intuitive UIs that deliver seamless experiences. Your design should therefore be “invisible”: Users shouldn’t focus on it but on completing tasks: e.g., ordering pizza on Domino’s Zero Click app. They don’t care about your design, but about getting their tasks done easily and with minimum effort. In this video, Michal Malewicz explains the aesthetic–usability effect and its relationship with UI design.
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