This video, by BrightSightGroup, shows the beginning of Don Norman’s truly amazing and engaging presentation, in which he talks about the principles of smart design, based on UX and Usability.
Norman gives an example which sums up the main principle of a usable design and a great user experience, when he asks the audience which of the salt and paper shakers in their homes has three holes and which has one. The answers coming from the audience were not unanimous, surprisingly, as even if the designer intended things to be presented in a certain way, it is not always the case. According to Norman, it shows that it doesn’t matter whether the designers intended that the product will be used one way – the users are the ones to decide how to use it.
Isn’t this the perfect time to decrease attrition and churn rates to a minimum level with no hassle or major changes?