Usability, in other words, ease of use, is a mystical thing. If it exists, users do not notice it, if it does not, its absence is obvious to every visitor to the site. Another paradoxical feature of this science is that the bearers of knowledge about it are not some scientists, but the users themselves. They are the experts in how not to make sites, and it is to them that usability specialists come for this sacred knowledge: they conduct surveys, user tests, recording their every action. After all, the absence of usability is guaranteed to nullify all other efforts to increase sales, and vice versa, ease of use can exponentially increase conversion on a site.
The Curse of Knowledge
The above-mentioned features, which contradict the usual way of thinking of most people, make usability diseases so widespread. The longer a business owner "steeps" in his business, the more difficult it is for him to understand what is good for his buyer. The more a developer or website designer knows about technologies that allow him to create bolivia mobile database sophisticated websites with complex functionality, animation, wow-effects, the more difficult it is for him to look at the process of interaction with the application from the point of view of an unsavvy user. The curse of knowledge leads to usability blindness. You will find the key to healing in the next paragraph.
Lazy, slightly drunk, forgetful, always busy newbie in a hurry
Design a website for these users to overcome the curse of knowledge. Early usability guidelines recommended designing interfaces for the average user, meaning not the most experienced, but not the complete novice either. This was supposed to provide a balance where a beginner could figure it out with some effort, and an experienced user would not be bored.
With the development of technology, increased competition, and the saturation of the market with offers, this situation has changed. Now, even if you sell to geniuses, they will not want to spend extra time understanding whether your offer is right for them, studying the logic of the site, and going through all the steps to make a purchase.
In 2024, the ideal user interface looks like one big “Buy” button in the middle of the screen. The artificial intelligence revolution that we are witnessing will make this button disappear by 2030, so as not to overly complicate the buyer's life. In this near future, the user will only need to state in general terms what he wants, and this will be enough to select the product and place an order.