Sublime

Instead of asking, “What’s the ROI of this UX design?” Jared Spool, who I’d call the Lord of UX, encourages us to ask, “What problems are preventing users from reaching their goals, and how much are these issues costing us?”

Two of the most important characteristics of good design are discoverability and understanding.

The dominant school of thought when it comes to UI design in tech, at least that I’ve grown up with the past two decades, has centered around removing friction for users in accomplishing whatever it is they’re trying to do while delighting them in the process. The goal has been design that is elegant, in every sense of the word: intuitive, ingeniou... See more