Trend 10
Journeys
Journeys
Designing paths that walk themselves
In short
Clear, intuitive design, without too many messages. Focused on usability.
“It takes you along, you discover as you go” but you feel you own the interface.
Every element has a reason to be there.
Based on knowing the customer, to get the path right and to guide them through the process.
Understanding what their experience is like, what motivates them, what they expect and why; knowing when they feel frustrated, lost or bored so it can be fixed.
The features of a good journey: simplicity, clarity, speed, empathy, effectiveness.
Cases
01 / 03Zorraquino spotlights
- 01
Understanding the user, key to better interpreting how they feel, how they think, what they need.
- 02
Knowing them is the first step needed to design a better experience.
- 03
Well-conceived journey design lowers costs (we avoid including unnecessary actions) and reduces customer errors (they will enjoy the satisfaction of finding the right path first time).
More on the trend
References
Pages 126–134 of the report
