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Recently I have been hearing a lot of talk within large companies about the creation of beautiful experiences for their customers and as a UX strategist, I listen closely when people mention anything to do with creating beautiful experience. In the coarse of these conversations it’s only natural that we try to define what a beautiful experience is in order to measure success. This is where I hear things like “make it simple” and “remove clicks.” There is nothing wrong with wanting to make someone’s experience simple, but when you start with research methodologies and dive into the human-centered problem then we quickly come to the realization that what people want is clarity over simplicity.