But most websites today prioritize efficiency and usability, which leads to a kind of architectural sameness. “Everybody's house sort of looks the same,” he says, “you're taking the same hallway... because we’ve fallen into the same UI patterns.” He wonders about a new kind of website that invites curiosity rather than just guiding a behavior.... See more

When looking at UX through a lens of the mere-exposure effect, people like elements that they see often. So this is an argument for consistency in your design and also highlights the importance of doing your research. What is already out there that works, and how can you build off of that? It’s so nice to open a new app and already know how to use... See more