13. “Customers online don’t respond to a
brand marketed to them, they respond
to the experience they have. If they can
accomplish their goal quickly and easily,
they return to the site, and tell their
friends. It’s that simple.”
— Mark Hurst
17. MAGIC POTION
INGREDIENTS:
★ A handful of expected
★ A pinch of unexpected
DIRECTIONS:
★ Mix until ratios are right (for your user)
★ Test and try again
28. SUMMARY
★ The magic should work quickly
★ Don’t get too clever. Let people learn on
their own. It’s satisfying.
★ Ifthe functionality exists, expose it . No
behind the scenes auto-magical whizbang.
★ Stick to the vernacular, don’t make people
learn the names of your spells.
39. SUMMARY
★ Expose magic early,
★ Expose the functionality. Show the user how
things happen.
★ Always have empathy. Keep in mind what they
want, write use cases and let that guide your
decisions.
★ Foster serendipitous moments
41. ★ Comes after creating a good experience
★ Is built on understanding what your users
want (empathy)
★ Is risky
★ Relies on a precise ratio of the expected to
the unexpected.
★ Has an element of delightful surprise
42. ★ Shouldn’t get to clever; expose functionality
★ Should let the user learn on their own
★ Should happen quickly
★ Should use “plain English” or Dutch ;-)