Coauthored with Senem Guler-Biyikli.
The “Design For Confidence“ report we published last year drew a lot of positive feedback because it describes what companies can do to create user confidence. These practices lead to successful user interactions, build trust, and facilitate adoption. For some companies, the report changed their practices:
- One company told us it reminded them to aim for emotions other than delight.
- Another company changed how they write product descriptions to use less jargon.
- A third company worked questions related to user confidence into its surveys.
- Huge (an experience design provider) told us we didn’t go far enough in the report, so they sent their own examples of designing for confidence (thanks Fura and team!). They thought we didn’t sufficiently emphasize the importance of simple visual design, easy registration, and always available, contextual help.
- We also extended some of the “Design For Confidence” principles into another report, “Design For Work“ — about how to improve the woeful state of the digital tools employees use to do their jobs.
Now, with the continuing COVID-19 pandemic, thousands are frustrated by the unnecessarily complex digital tools required to set up vaccination appointments. And even their favorite companies still present them with clunky websites and processes. Facing this, we think designing for confidence remains one of the most neglected opportunities in 2021. It’s one of the best ways to improve your customer’s experience.