Solving 7 Major DeFi Pain Points With Web3 UX-2023

Decentralized Finances (DeFi) have been gaining mass reach since 2018 but it is still not ready for them. For mass adoption, how easy should the application’s User Experience be? “Well, it should be smooth enough so my grandma can use it.” -Izzul Syazwan, a Web3 UX advocate. 

DeFi, which exists as a promising alternative to traditional finance, faces seven key challenges that hinder its widespread adoption:  

  1. No Guided Tutorials
  2. Money laundering and Safety Measures
  3. Tutoring on Gas Fee and Implications
  4. Wallet Delays 
  5. Error Messages with no clarity
  6. Missing Stability Visualization
  7. Knots of Networks

No Guided Tutorials

“We fear what we do not understand” 

Jargon like DAPPs, DEX, gas fee, slippage, etc. is too technical for non-tech savvy people to begin with. And seeing crypto platforms that are graph-heavy with blue UI–straight out of futuristic movies–can feel ‘alien’ to older generations. 

Blue Dashboard Screen
Screen DeFi UX

Letting the user blindly walk around the complicated platform, figuring things out on their own or getting tangled in jargon is daunting. 

UX Solution:

Walkthroughs or guided tutorials for first-time or returning users help them understand the flow, following updates or complicated steps to perform rather easily.  

Transferto.xyz

TransferTo includes some video tutorials on hover. In the clip above, you can see a video explaining how to disconnect your wallet. One step beyond a standard tooltip.

Another engaging strategy implemented by StarGate is to let the users switch to walkthrough mode and to guide them on the time it takes for the token to exchange by providing a cool animation. 

Stargate

Money laundering and Safety Measures

With everyone allowed to participate in DeFi, it is very easy for criminals and terrorists to launder money and finance their terrorism and criminal operations. It should be controlled and under surveillance. However, some UX operations to tackle the Money Laundering:

UX Solution 1: Decentralized Identity and KYC/AML Integration

Implement decentralized identity solutions and streamlined KYC/AML processes to ensure user accountability and compliance with regulations, while maintaining user privacy.

UX Solution 2: Enhanced Transaction Transparency

Develop user-friendly tools that enable users to easily trace transactions, addresses, and interactions, enhancing visibility and enabling quick identification of suspicious activities.

UX Solution 3: Collaborative Governance

Establish decentralized governance models involving stakeholders and regulatory bodies to collectively set rules and standards, alongside real-time reporting features for users to flag potentially illicit transactions.

Check out our detailed UX Audit for Metamask

Educating On Gas Fee & Implications

Swapping tokens and getting declines due to not having enough fees to complete other transactions can be a frustrating situation. 

UX Solution:

To make your swapping experience smoother, educate the users on how much gas fee will be consumed additionally how much is left/ if it is enough for another transaction or not. 

Balancer offers a helpful feature. When you swap some of the native tokens, like Ethereum, Balancer calculates how much will remain in your wallet after the swap. It also checks if the remaining amount will be sufficient to cover the required gas fees for future transactions. This information is presented to you through a simple progress bar and message displayed in traffic light colors.

By providing this user-friendly interface, Balancer ensures that you are aware of the implications of your token swap. You can easily see whether you will have enough tokens and gas fees to continue your transactions after the swap. This way, you can avoid any frustrating situations of being left with insufficient funds.

Wallet Delays 

The challenge of wallet delays in updating balances within the Web3 ecosystem poses a significant hurdle to mass adoption. While early adopters might tolerate such inconveniences, mainstream users expect seamless experiences. Current excuses like “building the future of finance” no longer suffice. Decentralized wallets, connected to various protocols, struggle with delayed balance updates due to technical complexities, fostering fear and uncertainty among users.

UX solution:

Enhancing network performance, improving user interface communication by providing timely notifications about slowdowns, and exploring decentralized notification systems like EPNS, which could bridge the gap between users and their wallets, fostering confidence and trust in the ecosystem.

Error Messages with clarity

DeFi platforms often fail to provide clear and informative error messages during transactions or interactions with smart contracts. Bar notifications or relying on external tools can leave users confused when errors occur, as these messages are fleeting and lack prominence. Users are left uncertain about what went wrong, hampering their overall experience.

UX Solution:

Implement modal pop-ups for errors. These attention-grabbing modals not only highlight errors but also offer user-friendly instructions for resolution, enhancing clarity and transparency.

DeFi platforms can adopt Spookyswap’s approach by using modal pop-ups for every state, including errors. This approach ensures users are well-informed and reduces frustration, fostering trust and confidence in DeFi platforms.

Provide Stability Visualization

In DeFi platforms, demonstrating stability in each currency poses a crucial challenge. When swapping tokens on a DEX, transactions typically involve multiple swaps, and some DEXes show this route, which can be especially valuable when dealing with stablecoins as choosing one stablecoin over another might yield a better result. However, in a rapidly changing token price environment, users might end up with a different amount of their desired output token than expected. This can cause confusion in the total amount spent versus the expected.

UX Solution:

Displaying the swap route and quantifying the volatility of that route, offering users valuable insights into potential price fluctuations.

Velodrome incorporates a separate price information section, ensuring that the USDC price for any tokens is prominently visible. This design approach, with its generous use of white space, provides with the clarity and prominence it deserves, enhancing the overall user experience.

Knots of Networks

A DeFi that has embedded many networks from currencies can become overwhelming for the users to keep track of. Sometimes it can also create confusion with similar names and logos.

UX Solution:

To include description notes for each network helps to educate any kind of user for that network particularly.

Idle Finance is doing a good UX job mentioning a bits of all the networks it has included.

Why is is so important that users get best experience and know the technologies they are interacting with? Simply put, “Communicate value to users, not just technical terms”.

Now, more than ever, an increasing number of crypto and DeFi firms are dedicating significant resources to UI/UX enhancements, recognizing their pivotal role in achieving widespread adoption.

Got your Web3 App or Platform? Get our FREE UX Audit (Limited Time Offer)

Finding The Best Web3 UX Process (Hint: There Isn’t One)

UX Best Practices for NFT Marketplace Design

Online NFT marketplaces are becoming more and more popular every day. The digital collectibles are backed by blockchain technology which makes them complex and different from the current marketplace items listed in e-stores. 

Marketplace- as it sounds is all about buying and selling. Making UI/UX design for NFT platforms can be time-taking since you have to figure out how to merge the complications of the blockchain into a user-friendly platform. Let’s explore some easy ways and tips for designing your own NFT marketplace in this guide.

What You Should Know First?

Web3 Mindset for UX Designers 

Web3 Design Principles

Essential Design Features of the NFT marketplace:

Single-category Market or All-Purpose Market

The first and foremost step would be to determine the type of niche you are fulfilling with your marketplace design. Sticking to the business niche is important prior to design. 

  1. Single-category market (say only Art-based)
  2. All-Purpose market (Art, Music, Real Estate, sports, collectibles, entertainment, gaming, etc.)

For example, for the multi-categories platform, the first interacting screen should allow the users to browse the categories of their choice.

Whereas, the single-category NFT market would start enlisting the collectibles on their landing page. This should be the first priority for the designer to understand the client’s business and stick to it for implementation. Some examples to speculate business niche importance are:

  1. Radion is a music-only NFT marketplace. The Radion allows creators to have an e-commerce-like platform where subscribers can buy a number of products or services listed as NFTs.
  1. NBA Top Shot is a sport and athleisure NFT marketplace. It is a great choice for basketball fans who are looking to get involved in the world of basketball NFTs. 
  1. KnownOrigin is another versatile example of a single-category marketplace. It is an art NFT platform. It focuses on offering rare and collectible artworks in timed-released events, known as drops, which enable artists to control the number of copies released.

Welcoming the New Comers

The goal is to welcome all kinds of visitors with an attractive yet simple design. As a designer, we must always remember that new users and technically proficient people will be visiting the same site. To cater to that there must be an inclusion of

A little humor never hurt anybody. Adding something creative, witty, or funny gets users’ attention more quickly and ultimately trust is formed between the user and the platform. As we can witness below in the picture, the word “eat” right next to the word “use” is written in strike-through making it seem hysterical. 

Showcase NFTs on the Homepage

The layout should also be uncluttered with no background images or distracting information. Choice of suitable alignment, simple templates or themes, and no-busy backgrounds is the key to perfecting the layout. Having the categories for the all-purpose NFt market can be a challenge, listing down the NFTs in a perfect format should be made possible with alignment, font choice, and image ratio on a page. 

The first interactive screen of any platform is its Home Page. Implementing the “aesthetic-usability” feature on this page is preferred. The aesthetic-usability effect refers to users’ tendency to consider attractive products as usable as they look — even if they aren’t actually more effective or efficient. 

Provide What Viewers are Looking For

Curating design to enable control for the users is another important design strategy. Making marketplace users feel like they can easily view the NFTs in-purchase and the ones on auctions to bid readily. 

In marketplace design, control can be given by providing users with multiple options such as choosing the type of NFTs (Auction, non-auction, new, popular, etc.), setting the pricing range, filtration, and sorting items. 

Allow users to search more precisely, by having the option of the filter. This will help in gaining happy visitors. People like to see what they want, using filters they can eliminate the non-required and easily navigate to the point.

Separate dashboards for buyers and sellers

NFT platforms have two primary target audiences — NFT creators and buyers. They want to achieve entirely different tasks, so make sure to design separate and relevant dashboards.

Here is how OpenSea is achieving this feature:

Seller Dashboard for creating NFT

Dashboard for Buyer to buy NFT

 What to Hide and What to Highlight 

Other than the assets’ listing standards, other important description features that should be highlighted as an NFT description is;

Displaying detailed information on the NFT’s origin and background (history of all owners). 

Allowing users to track their whole transaction history is part of an excellent user experience since NFT traders want to analyze their trading behavior to improve or judge the market while participating in NFT trading. Such a feature can include required data like the total number of NFTs sold, NFTs’ previous price, and so on.

While designing the description page. There should be an open/close description button to allow the type of viewers to look deep into the description or not. Populating information without having the viewers get to engage with the product above can be a little distracting. 

Adding Tags for NFT Searching Optimization

Users want to see the exact thing they search for. Tags are the keywords associated with the product that helps the users reach their desired product in an easy and quick manner. Tags make navigation easier and bring exposure to the topics that consumers love. Putting Tags with the NFTs in the marketplace allow the searched category/item to pop right at the top so that the user does not have to spend time searching.

Buying and Selling Design Mechanisms in NFT Marketplace

Buy

The NFT marketplace platform should have a feature that allows users to buy and bid for NFTs listed on the platform. The bidding feature should include a bid expiration date and allow users to view details about the bids’ current status. 

Sell

Sellers should have the option to select the type of buying process while minting an NFT or whether one has to transfer the ownership to another person. If he opts for fix price then he will enter the amount that he wants to sell, in case he selects the other option he has to select its metrics which include name, description, time duration, minimum price, and chain (if there are more than one), etc.

Adding Blockchain Network

Adding a Blockchain network is not essential but can be added as an extra feature

With unique requirements in mind, we choose an optimal blockchain framework and implement the blockchain network to base the NFT marketplace but you don’t necessarily operate on a single blockchain. Actually, if you do, your marketplace will face the same limitations as the chosen blockchain network. The resulting interoperability increases marketplace sustainability, optimizes blockchain energy consumption, and expands customer reach for your marketplace.

Integrating the Crypto Wallet & Checking Transaction

Just as a viewer finds the perfect NFT to buy or the NFT creator’s deal is closed they just want a quick route to get the fair transaction. To ensure that users have quick and secure transactions available on the marketplace a crypto wallet on a marketplace is a must. This can be made possible by designing a wallet that supports multiple crypto currency (Also dependent on the development area). Other than the technical metric, it should have a smooth and error-free UX. Adding feedback with each step by a user can enhance the user experience. 

Transaction history or activities

Giving access to the users’ actions and transaction history on the marketplace is another viable feature. Buyers can check back and forth the worth/pricing of any digital asset and decide if new transactions they can work on without any errors. 

Other Tips that will be helpful

Web3 Design Principles

What is Web3

Everyone seems to be talking about Web3, how it will transform the current apps we use, manage our data, and handle our accounts, how Web3 Design looks and is created and what makes it different from Web2? 

To begin with, Web3 is all about the decentralization of the Internet. For easier understanding, the following features would be the best way, to sum up, the new Web3.0 era:

What does Web3 Design mean? 

In terms of the acceptance and use of web3, design is an important element. Since the majority of the users interacting with the terms of Web3 are exposed to DApps. To help them overcome the complexities of new technology, design is used as a primer in between.

Depending on the Web3 applications type, design rules will differ slightly depending on the type of dApp from standard web 2.0 apps to Web3.0 apps and all it contains (Gaming, NFTs and DEXes, etc.). However, there are some general design concepts that a designer should be educated about. 

The three main pillars of Web3 UX

Pillar 1: Educating on technology

Help the user understand any step he is going to work on and make it simpler for them to navigate the function by adding minor user interactions, tooltips, straightforward animations, pop-ups, or familiar, clearer terminology.

Web3’s status makes one thing quite clear: individuals won’t typically have the mental models and ways of thinking that it will require (yet).

It is the responsibility of designers to assist users in navigating the blockchain learning curve as they become more aware of the technology and its potential.

There are certain resources that can help anyone learn about the jargon, processes, mindset shift, etc. 

The need of defining the terminologies will be not much necessary once when blockchain becomes more common. However, businesses are correctly focusing their efforts in this area for the time being.

Specifically, the designer’s goal of assisting the common person is comprehending blockchain.

Example: Binance Academy has listed all the crypto jargon as a glossary with one-liner definitions. 

Pillar 2: Transparency

Users should have access to all relevant transactional information, especially for De-Fi apps that support a large number of transactions. As for design, this comprises:

Transparency example

Pillar 3: Familiarity

As Jacob’s law of UX design states, 

“The majority of user time is spent on other websites. This indicates that visitors desire your website to operate similarly to every other website they are already familiar with.”

Specifically, a Web3 application should be similar to a Web2 one in terms of user experience. Following this, you make it easier for people who are still learning about topics like cryptocurrency wallets, blockchain technology, etc. to utilize them.

Example: 

The user should not find the connection of the crypto wallet procedure any different than using his/her conventional online banking procedures. Whatever they are transacting should be as easy and as similar to their daily banking experiences. 

Secondly, minting their audio NFTs should be as smooth and familiar as their normal Spotify uploads, or YouTube video uploading process so that they do not find it an additional complexity as cost of ownership.

Web3 UX principles

When creating web3 user experiences and interfaces, designers should consider the best practices in the Web3 Design Principles collection. 

Active Guidance

Definition:

Users must have easy access to steady navigation that makes it clear how to return to a previous state and what to do next.

Principles:

Consider where your personas are most likely to turn for assistance while anticipating the need for additional assistance and working to reduce it.

One must take into account various perspectives of an interface because visibility management is crucial for business.

Avoid adding components that will clutter an interface or mislead users. Every component has a function.

Utilize standard design patterns to minimize user learning requirements.

Examples:

  1. Dodo is a decentralized exchange. On the exchange right now, there are 8 coins and 14 trading pairs. 
  2. When the users visit the website. Dodo provides a visible and simple use case for anyone willing to liquidate. 

It reflects the text in real-time currency exchange value right opposite to it. The play cards can be navigated back and forth to find all the currency values in real time that the platform supports.

  1. Moving along the sentences highlights the words and explains to the user about the platform’s service definition of it.

B. DTube is a decentralized (Web3-based) video streaming platform. At first glance, a user will find it similar to any other web2 video streaming service. Like YouTube, Vimeo, Dailymotion, etc. 

The approach behind DTube is the design consistency of what the viewers’ UX is trusted to till now. 

Consistency

Definition:

The establishment of uniformity across products and the customer’s experience is important for building trust.

Principles:

Use the same “Blockchain color” consistently throughout your project and be consistent with your font selections.

Keep your color choices and associations uniform and similar by maintaining consistency.

Grid-based designs with proportional and meaningful negative space should be kept in the design.

Wherever our users are, we design for them.

Examples:

Rarible, a popular NFT marketplace, states a good expression of consistency in the design such as the ground alignment, typography choices, and spacing. The strong-grid layout throughout the web page is quite impactful.

Community

Definition:

The services of Decentralized Applications may be only used by individuals but the basis of development of any application is planned for and also used frequently by, a sizable group of people worldwide. Community formation of a single type of user is beneficial for making the user experience better with uniform holistic feedback. 

Principles:

Indicate the number of community members worldwide independent of any region.

Categorizing the community with the law of proximity. 

Describe the community’s composition in detail (that is sub-groups and their power over the project)

Describe the project’s larger purpose (if any) and how their participation helps it to be fulfilled.

Examples:

Parsiq Network gives quick access to web3 data, enabling particular features in your applications. The platform has been designed specifically for developers who want to build event-driven apps with a focus on trending reactions to events. It has a supportive community system integrated into the site.

Data Transparency: Provenance

Definition:

A user must be able to determine whether a certain piece of information or piece of data is actually saved in the Blockchain, maybe just by looking at the page. 

Principles:

Make it clear which information originates from the Blockchain and which does not.

Make the contract’s address clear (s)

Connect all Blockchain information to unbiased Blockchain explorers.

State what data is derived from oracles

Examples:

When Data Provenance option is turned on. It highlights the blockchain data in Green color for better visibility. The value is also made prominent. 

Data Transparency: Transactions

Definition:

Allowing users to make assumptions and assume that “all” data visible is saved in the Blockchain is not user-friendly. The design should communicate enough at just a glance. 

Principles:

Clarify actions that are irreversible.

Clarify actions that involve money or value.

Clarify actions that could potentially lead to user identification.

Clarify actions that generate new contracts in users.

Examples:

In the SuperRare NFT market when placing a bid, this screen is captured. The message informs you of the value and permanency of your activities.

Don’t Forget the Newbies

Definition:

If we want Distributed Applications to be widely used, we must remove the entrance barriers for those who lack technical expertise or familiarity with the Blockchain and its jargon. The user would also benefit from being aware of the key distinctions between Decentralized applications and other applications. 

Principles:

Apps should try to minimize the use of new words and concepts, especially on the pages for the generic public (ie. homepage), and progressively show more learnings on pages for engaged users (ie. User dashboards).

Make every effort to use jargon-less, consistent terminology. Language should be concise, clear, and align with our users’ natural communication patterns.

Provide 2 or more levels of educational content: Blockchain Basics and Decentralized Application-specific terminology.

Try to weave in the snippets within the interface, with temporary pop-ups that can be easily dismissed that then could open more detailed information in another tab.

Examples:

OpenSea has a learning service available for newbies entering the NFT market. Gives a complete service to the user from learning from scratch, building NFTs, selling, and purchasing. 

Feedback 

Definition:

Through the design of constant feedback, we assist our users in understanding what is happening and lower anxiety. 

Principles:

When used sparingly, motion and animation support the understanding of what ia happening.

The user should always know what is happening, what just happened, and what will happen next as time is a significant element in Blockchain.

Examples: 

Upon connecting the wallet or refreshing funds OpenSea provides prompt feedback to let the user inform about his confirmation of activities. 

Trust

Definition:

Maintaining the trust of our users, many of whom work in fields involving highly sensitive data, is essential to the success of our company. The blockchain is “new” to almost everyone, with varying degrees of knowledge and assurance. Users must believe that our goods (and the people who created them) are stable, dependable, and trustworthy.

Principles:

Final word

Dapps are fundamentally distinct from regular web or mobile apps because they are built on the powerful Blockchain-enabled principles of decentralization, transparency, trustlessness, immutability, not hidden etc. and should strongly convey these values.

These Design Principles translate the characteristics of the Blockchain into useful tools by reflecting them in the front-end of Dapps for a promising and smooth User Experience. 

Check out The Best Web3 UX Process in the world of Web 3.0.

UX Analysis of Decentralized Exchanges (DEXes)

Ever wonder why do design competitors copy? 🤔 Designers usually copy the style, built, design, and all possible similarities and launch new products with slight changes.😵‍💫This statement begs a question: Why do UX designers copy the exact style?

It is because, 

The majority of users’ time is spent on other websites. This indicates that visitors want your website to operate similarly to every other website they are already familiar with.” –Jakob’s Law

This is the reason why many Decentralized Crypto Exchanges (DEXes) look almost the same with hints of different features to give their users a welcoming look and feel. 🤯

In this analysis, our UX designers picked out the 8 most commonly used exchange platforms and discussed the similarities and differences including unique UX features of the DEXes. We will be discussing the following DEXes:

  1. Orca
  2. Sushi
  3. Symmetry
  4. Raydium
  5. Quickswap
  6. Traderjoe
  7. Sunswap
  8. Osmosis

ORCA

Orca simplifies the trading, farming, and constructing of cryptocurrencies. On the Solana blockchain, Orca is the best place to exchange cryptocurrencies. On Orca, you may swiftly swap tokens (thanks to their Fair Real-time Price Indicator). 

Key Features:

Targeted Users: Traders looking for a way to trade cryptocurrencies on the Solana blockchain.

SUSHI

Sushiswap supports 14 chains and offers an alternative to the trading of tokens from liquidity providers (LP). Users can purchase and sell through Sushi DeFi and decentralized exchanges using SushiSwap, which uses the Automated Market Maker (AMM) protocol. 

Key Features:

The repetitively similar feature between Sushi and Ocra is the wallet connection functionality available at the bottom of the converter. It is for the user’s ease to get the wallet connection at a click. 

Targeted Users: Crypto traders that seek multiple pool liquidity options.

SYMMETRY

Symmetry is known to be a fast DEX as it is built on Celo and xDai networks. Symmetric is made with the goal of promoting Decentralized Finance’s mass adoption, and it was created with the needs of new users in mind.

Key Features:

Targeted Users: For the users who want to manage their assets, provides an on-chain pool; which means instead of paying the index holders, users get earning fees and high transaction speeds and almost no cost.

RAYDIUM

The problems associated with decentralized AMM architecture, such as excessive gas costs, pointless failed orders, and liquidity fragmentations, are addressed by Raydium.

Key Features:

Targeted Users: Users of cryptocurrencies that require an on-chain order book AMM enabling the development of Defi to boost trading control. 

QUICKSWAP

Quickswap functions similarly to Uniswap in that users provide liquidity and earn transaction fees when they swap tokens from these liquidity pools.

Key Features:

Targeted Users: Cryptocurrency traders that want to transact on a DEX powered by Polygon with almost no gas fees.

TRADERJOE

Other DEXes support the address access manually known as the pilot token, but in traderjoe, the token is reflected automatically at the converter. In many aspects, Traderjoe is similar to other decentralized exchange platforms accessible in the Defi area. Although it has tools for trading, liquidity pools, and yield farming, its standout feature, “The Rocket Joe,” is the main reason consumers utilize it.

This rocket will serve as the starting point for Defi protocols. It enables cryptocurrency producers to introduce their own token and build their Protocol Owned Liquidity from scratch.

Key Features:

Targeted Users: It promotes the consumers’ usability with compelling advantages such as incentivisation. The system is user-friendly for new users.

SUNSWAP

A TRON-based trade protocol is called SunSwap. Its unique feature is that all trading fees are paid out to the protocol’s liquidity providers rather than the protocol itself.

Key Features:

Targeted Users: Per users’ requirements, conversion between any two TRC20 tokens is possible based on system price.

OSMOSIS

At first look, Osmosis provides a welcoming attracting interface with colors and design elements. Vibrant colorful illustrations can easily attract users to engage with the platform. It can be appealing to some newbies as well.

Key Features:

Targeted Users: Crypto traders interested in an AMM on Cosmos blockchain.

Final Note 🏁

Before beginning the analysis, we discussed similarities among the DEXes and why users prefer them. This is why in the majority of the DEXes, the converter block being the heart of the DEX, is placed in the middle of the home page. Furthermore, we have noticed in Symmetry, Raydium and Traderjoe that they have enhanced the UX by adding a graph of crypto value. The visualization helps the users to make a decision based on the patterns, also, it is easier to memorize an image rather than text or numbers. 

Two of the above-enlisted DEXes, focus on the usability of new users. Their platform is designed per the concept of ease for new users. This also adds to the favour of unique feature points. The user will only feel attended to if they get a proper guideline 📝 or a walkthrough 🚪 on any new website they enter. 

To buildup a great user experience, speedy transactions, supporting rare digital tokens and providing users with better prices than the other DEXes are all secondary. Firstmost element is the interaction of the consumer with the platform. 👨‍💻

To achieve a top-notch neat user experience, the effort goes in by the creative and analytical thinking of the designers, the substructure and assistance of the developers as well as the rational guidance and support of the project managers. Only then, do the users get to enjoy a smooth interface with their desired options. As proven, teamwork makes the dream work! 🏆

We at Expedite, create experiences that are based on the best UX practices, market research, and user testing. Schedule your meeting with us right away to get your products best for a smooth user experiences.

Check out our METAMASK case study.

Finding The Best Web3 UX Process (Hint: There Isn’t One)

Technologies around the world are causing a transition from Web 2.0 to a trustless and permissionless Web3, causing the global technological environment to change quickly. This has compelled the conventional recognized software businesses to form Web3-specific teams and convert their typical web systems to web3.

But now Web3 is having trouble gaining widespread adoption due to a lack of knowledge and technological complexities. The sole reason for this is the lack of user diversification experience. As the technology itself is complicated, it should at least have a user-friendly interface that gives the user the impression that it has ease of use and a high user diversification experience. 

User diversification is a path to a productive and forward-thinking Web3 environment in the future. Mass adoption equals a fulfilling user experience. The more people who utilize these digital environments and tools, the more they resemble the real world. As with the current face of the internet and the web, it might happen as soon as some anticipate. 

At expedite, being the advocates of web3 design, we have concluded that design is the first and foremost interacting element that enhances the user experience. In this article, we will be discussing the categories of product launches and the processes of UX design that are the best fit for a product launch in the Web3 space. 

Types of Product Launches and their design strategies:

1. For Products that just want to jump into the market OR want to onboard investors by showcasing ideas.

These sorts of products are known as Minimum Viable Product (MVP) and can be introduced to commerce after quick steps. The term “minimum viable product,” or “MVP,” refers to a product with just enough features to draw in early adopters and validate a product concept. In the web and software domains, the MVP can assist the product team in gathering customer input as soon as possible so that they can iterate and enhance the product.

The MVP is essential to agile development since the agile process is centered on validating and refining products based on user feedback.

The UX design processes for the first product category are as follows:

  1. Understanding

The biggest chunk of the initiating design phase is in understanding the project and its requirements. What are the pain points of an end-user? What can be modified in the current product to enhance UX? and how to make the experience of an end user smooth and consistent? 

Before creating an MVP or prototype, a UX designer seeks to understand what drives a user and what validation they are looking for. The intersection of UX development and design occurs when the proper products are provided to create a user’s capacity and motivation to accomplish a task.

For understanding, we start by elicitation and requirements gathering.

Understanding the user’s perspective is essential to mastering the UX design process; however, working with actual users to conduct in-depth user research, which results from the many methods of requirements gathering, is the only way to discover what that perspective is. 

By doing this first, we will need to make fewer revisions in the future, saving us a lot of work, time, money, and resources. If we conducted research first and then design, we would need to make significant design adjustments to accommodate the needs of the customers we have spoken with.

This has the advantage of allowing consumers to interact with an existing system directly. Some of the techniques that can be used to collect requirements:

  1. Branding

Product branding is a strategic fusion of design, marketing, and experience that distinguishes one product from others in the same category. It includes every aspect of the product, including the name, graphic design, materials used, delivery method, and physical appearance of the packing.

Product brands have become increasingly sophisticated and specialized for each product. A product’s niche differentiation is the objective.

However, at the core of branding, UX is about knowing the users, establishing the brand’s tone, and then designing helpful products that promote great user experiences. Branding Includes the following elements of a company:

  1. Design

Formally, there are three main design elements that makeup product design: quality, functionality, ease of use, and appearance.

To build a successful, competitive product, you will need to carefully consider each of these three criteria: an appealing, contemporary design; a useful functionality that helps users deal with their problems, and ease of use can be stated as a user on a website accessing the homepage within 3 seconds of opening the link, and maximum availability, the design must enable high performance and security as well. 

To have an improved design process we must consider 3 things.

  1. Get to know your project purpose well enough. Carefully examine individuals for whom the product is meant to pinpoint the best possible course for future product design.
  2. Be not afraid of issues. Make it a task for your team to identify and resolve them, instead. You’ll probably need to redo the outcome if you consistently put off solving problems or entirely miss them in favor of focusing just on the tasks you excel at.
  3. Strategizing your budget in compliance with the design needs is also essential, as it can get both the client and designer in an indecisive spiral where the finances and requirements don’t go side by side.
  4. The elements in the design to produce or modify are:

The user flow guides users through a series of processes from their entry point to a successful conclusion and end action, such as end-users purchasing a product.

Low-Fidelity or Lo-Fi wireframing is a basic wireframe that describes the layout of web pages or app displays. They assist you in conveying the “main idea” of your product rather than the specifics.

A prototype is an early version of a product that has been produced to test functionality. System analysts and users typically utilize a prototype to assess a new design that aims to increase precision. In certain models of the design workflow, the stage between formalizing and evaluating an idea is the creation of a prototype. 

  1. Quick Evaluation

Quick Evaluation is important because it enables teams to determine whether their design is effective for their users. Since testing with high-fidelity designs yields more insightful feedback from end users, the evaluation phase typically begins after the high-fidelity design is complete. The team validates the product with end users and stakeholders through a series of user testing sessions. Evaluation is a crucial phase in the design process where designers would test the prototype. 

2. For products that require quick UI with detailed research on UX:

When the clients ask for enhancement of the user experiences based on real user data having thorough research of user experience to launch any product, in this type of product launch the focus is on the detailed research of UX for the product with a short launch window having a simple quick UI. This sort of product is studied and data is gathered using user feedback, reviews, surveys, and the normal initial procedures discussed above. Understanding, Branding, Design, Quick Evaluation, and designer’s testing prototype. 

The client can now onboard investors using this prototype OR enter the market. Meanwhile, the UX designers would begin gathering data in preparation for the launch of the next edition, which would have a better UX and be more user-centered. The continued procedures would include:

  1.  In-Depth Evaluation

In the deep evaluation method, the team runs usability testing, qualitative testing with moderated usability testing, and quantitative via data gathering through product usability interviews, social survey forms, product communities, testing groups from actual users etc. For testing a running piece of design there are multiple ways to achieve that. One is the Qualitative + Quantitative usability testing through Maze

  1. Research

If you are wondering about the research after launch then yes! We strongly abide by the rule of iteration. Iteration is the key to a brilliant UX enhancement.  

The product launch research process can be broken down into seven general steps: understanding the market and the competition, focusing on the customer, developing a distinctive value proposition, choosing a marketing strategy, testing the product and general strategy, launching the campaign, and monitoring the overall lifecycle. These steps include Competitive Analysis, User Interviews/Personas, focused groups, Affinity Mapping, Journey Mapping,  Information Architecture (Optional), and User Flows. 

  1. Design Refinements & Final Evaluation

Design refinement can be defined as the process of changing a concept to make it more useful/easy to use or aesthetically beautiful. Renovating a certain design element, such as a web page’s layout, to make it easier to view.

In design refinements, the design system, UI, and prototype are modified if requested by the client. In this final testing, the product’s usability is examined. Both comply with Qualitative and Quantitative separately and at once. 

This final evaluation helps to provide proof to the client about any change history, also maintains a log, and that the product is tested and verified, etc. 

3. For Products that have enough time to follow UX Processes and want to get into the market with a User-Centric Product.

The final product category in which the time is fully invested to follow the thorough UX processes on to the product, making it a user-centric product. These products are called user-centric because they follow User Centric Design (UCD) in which the user is the heart and soul of the product. The needs, goals, and feedback of the consumer when creating digital products are the top priority. 

This type of process follows the same initial procedure in understanding the business, gathering the requirements via surveys and forms then branding the product having a signature theme and consistent design. The design and Evaluation follow the same procedures as above. However, In the research phase, a few new options are involved. 

  1. Understanding
  1. Branding
  1. Research
  1. Design
  1. Evaluation

A heuristic evaluation can be used to determine how user-friendly a website is. In other words, it evaluates how usable the website is. In a heuristic evaluation, unlike user testing, where users assess the website (or prototype), the site is evaluated by usability specialists.

To conduct a heuristic evaluation, the experts perform Usability testing inclusive of

Summary:

User diversification experience is the common lacking point of most Web3 products. It is not an impossible approach to reach every category of the user, but the design can be made smooth, consistent, and attractive enough to get a massive percentage to adopt this young technology. The UX is said to be the heart and soul of any product-based business.

It has a 400% conversion rate of potential to convert one-time clients to your daily users. Brands need to focus on the User Experience as much as or rationally speaking more than other areas. The above processes are curated to help Web3 design companies follow a guide and produce compelling products with a high conversion rate and user concentration respective to their type of category of product. 

Expedite Live Design Supported Products

We take pride in successfully completing and deploying satisfied clients’ products. The experiences that we gained in the design processes are all part of our learning to make the processes more user-friendly in the future. You can check Unipilot and Metadot to see live results. Check out our work for more inspiration.

Web3 Mindset For UX Designers

Web3 is a word that is the talk of the town these days. With new technologies and progress, web3 stands out as the next big thing. But how does UX design fit into this equation? What do these two terms mean? And can one exist without the other?
Well, wonder no more! I’ll explain in this article the relationship between web3 and UX and how a designer can start thinking in a web3 way!

Firstly, it’s important to understand what actually is web3, Chris Dixon defined it in really easy words:
“Web3 is the internet that is owned by builders and users, orchestrated with tokens.”

Web3 is the place where users will be incentivized on contributing to the platform, and things will work in a decentralized manner, rather than only big giant companies owning everything.

Now the point is, how UX design will be contributing to the web3 world, and what is the mindset that a UX designer should have in the web3 world, the things that we as designers need to prepare beforehand the world takes the paradigm shift. 

1. Don’t let yourself forget the noobs 👶

The newer the technology, the difficult it is for people to adopt it. Most of the users are typically new to this space and being new means less familiarity and understanding of what basically the technology is. This is the part where the crucial role of UX comes in, to literate the user and guide them through their journey of performing any action.

When there’s the case of instructing users there are high chances that you may be overwhelmed with lots of information that results in a poor user experience. The actual art is to convey the right amount of information at the right time! This will help in developing the confidence of people who are trying to adopt this new technology. Since the technology is new and complex and is full of technical jargon that an average user might not be able to understand, there is a dire need to put the creatives’ minds in action to find creative ways of making the technology easier for people. Although the change is huge, with proper UX design you can make it look like nothing really changed. You see, that’s the power of UX Design. And as a web3 designer, you have to keep the noobs in mind. 

2. You have to build trust through transparency

When something is new in the market, it’s comparatively difficult for people to trust it, and guess what, if it somehow involves the finances part, then all the best bro cu’s the case is worse now! 🤒 Wait, don’t lose all the hope, UX is still there!

Gone are the days when big giant companies used to show only the data that they wanted to show. The world is going to be more honest and transparent in the upcoming times, it’s time to build relationships based on transparency. To build the trust of the users, it is highly important to be transparent, especially when it comes to DeFi products where people are trusting the application with their assets. UX can definitely help in building trust in products by going with the transparent design approach. By transparent, we mean to show them enough of the details of the transaction, their asset details, clarifying the actions that are not reversible, clarifying actions that involve risk, providing a history of all the transactions, the delay it could take in the completion on any action, or anything that would want to see. The more transparent you are about these things, the better you can build trust with your users. As a user, when you get this feeling that you can access all your information or everything that is going on in front of you, this definitely levels up the trust, all because of the transparency. 

You see the depth of details that Uniswap is providing to the user when interacting with the dApp. That’s one way to build the trust of the user! 

3. There’s no way going back 🤐

Being immutable means the action once performed can’t be changed, and this tells there is very little tolerance for mistakes, one wrong action can lead to disastrous results. This is the part where UX comes in when technology is so crucial, you must give users enough understanding about the action they are going to take, and give the margin to cross-check the action being performed. Double confirmations, warnings/alerts can help reduce the mistakes. Let’s consider an example of wallet account creation, if you lose the seed phrase, all your money is gone and there are zero chances of recovering your account. Do you see how crucial it can be? A huge amount of losses can be prevented just by putting thoughts while designing the user experience of the product!

Some examples of double confirmations, and warnings even if one has to compromise on the UX because the real assets of people are involved! 

4. There’s no such thing as “perfect” processes, don’t be too rigid

Web3 is coming faster than anyanyone of us can think. The transition from web2 to web3 is HUGE, and when the transition is huge, how can we assume to go with the same UX processes assumptions in the world of web3? It’s time to rethink and reconsider everything from scratch and design the processes that are in the best interest of the web3 products.

As Expedite Studio is working on the designs of web3 applications for quite a time now, we realized the need to redefine the processes of design. One of the most important factors in the success of web3 products is the SPEED. The speed of executing your idea and launching it in the market. And if we talk about the most-followed sequence of UX design, it can now be obsolete for web3 products.

What we can do is, design the minimum viable products with basic functionalities after conducting user interviews about their pain products, wants, frustrations, and launch the product in the market. After launching, gather the real data with the help of heatmaps or surveys and then reconsider your UX decisions based on real facts and figures! Iteration is the key. I know it will take time, but eventually, we will be able to achieve the mass adoption of this new technology with the help of UX design.

5. Developers, Product Managers & Designers can do wonders together 🤝

UX design in web3 is beyond just design. In fact, even in web2, UX designers cannot solve the problems of the users alone through design, they need a collaboration of a developer to produce a product that a user loves.

In web3, the center of attention will be the user, because the user will actually be a part of the product, hence what will matter the most is the actual incentives a platform is providing, for example, Lower gas fees, high transaction speeds, more return on investments, etc. If we actually want to make this technology easier to understand and increase its adoption, then the designers, product managers, and developers must work together so that they can be on the same page if the thing that a designer is designing is technically possible or not, and if it’s not possible then how can we find the middle-ground? In the end, it’s about making combined efforts in one direction. 

6. Communities and community members are IMPORTANT:

Communities are the beating heart of the web3 world. They’re what drives and encourages new people to join and participate! Communities aren’t just the force driving growth in web3. They’re what allows it to stand out and become remarkable. Now the point is, as a UX designer how can you get the maximum benefit from these communities? Communities mean like-minded and focused-in-one-direction people on one platform, the people who you are designing for. Involve them in the process, ask for their feedback, look out for their frustrations and try to solve problems through UX design. Feels the communities are GOD SENT for designers, no?

Also, there are now many communities for web3 designers, you can join those and share your experiences, learnings with each other, build relations with designers, help them solve different UX problems, play your part even if you think this won’t create a difference. Believe me, it WILL.

Let’s sum it up
The days are not too far when most of the applications that we use in our daily lives might be shifted to web3. More value will be provided to the users for the contribution. There is so much going on in the world of web3 and people might not be ready to adopt the changes that are on their way. User experience design can play a huge role in making people ready for this change, by not making the changes look so huge through design. We have a good example of Polygon, which launched Finity a user-first interconnected system of design elements that allows teams to quickly prototype, launch and scale their products without compromising on aesthetics and usability.  (Read more here) You see, how people have started thinking about the web3 design world? Not too late, it’s a good time to start thinking the web3 way! 😉

We are at the early stages of a truly decentralized internet. There are more and more decentralized services, tools, and technologies that are appearing on the horizon. I believe that UX Design will play a pivotal role in bridging this gap between our centralized internet and new decentralized web3 technologies. Let’s see how the journey goes!

UX Design Meetup 2.0 – In a Nutshell

Expedite Studio came into being on 1st January 2021 with a mission to bring UX Design into the limelight. In the very first month, we discussed the idea of hosting the first UX Design meetup, long story short, the first UX Design Meetup was successfully hosted on 24th January 2021. The energy of all the UXers made us realize that there is a dire need to host more events like this. So yes, here I’m writing the story of UX Design meetup 2.0 that was hosted by Expedite Studio in collaboration with Airlift. The only motive behind such events is to make the UX Design community grow, and I feel super proud to say that the UX Design community in Pakistan is growing stronger each passing day. 

I will try to sum up all the important points that were discussed by the great UXers there at the meetup!

UX Myths Busted!

As a UX Designers, you must have heard about some of these UX myths, let’s see what our experienced designer has to say about these myths:

1. All pages should be accessible in 3 clicks 

2. Users don’t scroll 

3. Users can tell you what they want 

4. Aesthetics are not important if you have good usability 

5. If you’re an expert , you don’t need to test your design

6. You don’t need content to design your website 

Some open discussion topics 

All about Usability Testing:

Generalist VS Specialist:

Noob Clients and UX processes 

(It’s totally okay if nothing works, and the client just wants a quick UI (sigh), we all are in this together! )

Future of UI/UX Design in Pakistan:

So these were some of the insights from the great UXers from different firms which include Airlift, Bazaar, Bykea, Careem, Ibex, Securiti.ai, Systems, and many more! The whole idea behind this initiative is to bring the UXers on one platform where they can meet and know each other and share their experiences with each other. Expedite Studio will be hosting more events like this, just to empower the UX DESIGN community in Pakistan! 

See the recorded UX Design Meetup 2.0 here
Wanna read insights from the first UX Design meetup? Read here

Join the UX Hub by Expedite Studio here
Expedite’s Socials: Facebook | Behance | LinkedIn | Instagram | Twitter

Expedite Studio – A Blockchain Focused Design Agency

Since its inception on 1st January 2021, where only 5 people started a design agency. Expedite has now grown to a team of 20 people. These include UI/UX designers, branding specialists, video animators, illustrators, and marketers. The early mission was to create awareness about design and prove that bad design’s cost is huge. We believe that many digital products have great potential. However, their bad designs are restricting them from great success.

Expedite Studio is an agency that specializes in UI/UX design and branding especially for blockchain products. The initial idea of it started when designers of Xord wanted to make an experiential change with their design, not only for Xord Expanse, and ventures in it but also for the great companies and startups outside Xord.

At the current moment, there are a lot of design agencies coming up. But what makes Expedite unique? Here are some key factors:

Expedite’s Uniques:

Expedite’s Design Process:

Expedite’s not only evangelize, but follow all the best UX Design practices and methods. Here is the high-level description of the process they follow:

1. Understand Phase:

This involves Lightning talks with stakeholders and detailed learning of the product/business.

2. Research Phase:

This one’s my favorite! It involves competitor analysis, user personas, user interviews, and a detailed research report. The user interviews have proved to be extremely beneficial for the products.

Research phase in process
The research phase is incomplete without the collaboration of designers!

3. Sketch Phase:

All of the above UX design activities help in producing something tangible, usable, and solves a real problem, that is, the output is storyboarding, user flows, wireframes, and aesthetically pleasing hi-fi mockups.

Sketch Phase

4. Validation Phase:

This is the phase where we test your solution with extensive usability testing. The usability testing reports help gain insights into users’ expectations and frustrations and are crucial in evaluating your product’s success.

Validation Phase in Design

Note that, as mentioned earlier in the blog, this process is customizable to efficiently suit the products’ and businesses’ needs.

Expedite’s Blockchain Capabilities:

Believe me, designing blockchain products requires a completely different set of expertise. Blockchain itself has a lot of complexities and the current user experience is riddled with so many problems which are making mass adoption difficult. The technological constraints in it make it very challenging for the designers to create a human-centric user experience.

Since the start, Expedite’s team has closely worked with the blockchain engineers of Xord. Expeditors have exposure not only the blockchain technology, but they have hands-on experience with delivering Blockchain DApps that have been used by thousands of people in the decentralized world. Have a look at a recent DApp project, in which people staked 84 Million+ project tokens (at the time of writing). All through the DApp designed by Expedite Studio. Cool! Isn’t it?

Looking Forward:

Expedite Studio has the privilege to deliver design solutions to all the amazing products that will be part of Xord Expanse, including NovonVoirStudio, and all Xord’s incubated companies. With all these skillset and adequate knowledge of blockchain technology, Expedite Studio aspires to become a leading user experience design and branding agency in the decentralized world. 

Read the complete blog? Here’s a reward for you. Email at “[email protected]” with the subject “Expedite my UX” and you’ll get a free UX audit for your product or application 

Expedite’s Socials: Facebook | Behance |LinkedIn | Instagram | Twitter

As featured on DesignRush website

Common mistakes of a UX Designer

Before we explore the common mistakes that a UX designer makes, it’s important to first understand the role of a UX Designer. UX designers focus on making the experience of interaction between humans and digital products better.
In this article, we are going to highlight some of the common mistakes that a designer makes. After all, designers are human beings so they are bound to make mistakes, no?

1. Inconsistent Design

UX Designers, especially beginners make this mistake of inconsistent design. It can be in terms of color palettes, icons, fonts,  buttons, paragraphs, links, headers, footers, hover states, and much more. The inconsistency in design can put your users in doubt about the credibility of the product. And most importantly it will compromise the aesthetics of UI.

2. Ignoring the responsiveness of design

Responsiveness is the key element in a UI/UX Design. Responsive design can help you solve a lot of problems for your website. It will make your site mobile-friendly. It will eventually help in increasing the amount of time that visitors spend on your site. Despite this much importance, unfortunately, most of the designers including me don’t focus on it and it becomes a major obstacle in development.

Recently I made a mistake of responsiveness, here is a glimpse of it:

The above screen is designed by me while the below screen is designed by the developers .

3. Bad UX writing

The language used when creating a digital product is of high importance. The way we speak to the user defines the way the user behaves toward our product. The level of communication must be understandable and human-friendly enough to create a bond. The element of good UX writing is missing in many designers’ work although it creates a major difference in overall “User Experience”. We can observe it from the following example.

4. No proper research

UX Designers normally consider themselves and stakeholders as the real users. But that’s not the case, they are not representative of your target audience. Involve the real users in the design process, rather than having internal colleagues be participants, as they tend to be too close to the design to provide honest and accurate data.

User experience cannot exist without users. User research is a tool that can help you achieve your goals. As UX designers we should remember one thing that UX means “USER EXPERIENCE” so we must consider the real user in the research phase otherwise it will somehow affect the UX of the product. 

5. Usage of dummy content

Trending tools like (Adobe XD, Figma) have plugins for dummy text so we normally use  “Lorem Ipsum”.  If we talk about the dummy content, it works well for the best-case scenarios but doesn’t fit in the worst-case scenarios. If the design is finalized with the dummy content, it will cause alignment and spacing issues with the actual content. As you can see in the example: 

6. Lack of collaboration with the developer

Designers often struggle in collaborating with developers. They just hand off the mockup to the developer to develop it and at that time it is discovered that the development of our mockup is not possible so it becomes a barrier for the product. The actual product that will be used by people will be developed by the developers, so it’s essential for the developer to understand the designs completely. As designers, it’s our responsibility to keep the developers in the loop with us. So now we can conclude “As a UX Designer, we have to design user experience for the real user and for the Developers too  “

7. Poor naming convention

Naming conventions are important for teamwork. It standardizes the way of working within a department, decreasing the dependency on the individual person. The mistake that most designers do is that they name the artboards, components, and other things randomly, so it can become a problem for the developer or any other designer. Some may say that using a Naming Convention is outdated or time-consuming, others may not consider it attention-worthy. But, the truth is that giving proper naming to your artboards can save you and the developer from a lot of hassle. 

      “Work as if you’ll die tomorrow and leave no room for misinterpretation in your deliverables”

You can see the above example of Figma Hand Off, this will create problems for developers if they want to download any asset because there is no proper name of any group and icons.

Let’s sum it up

There are many other UX mistakes we tend to do that can ruin all our efforts. But these are the major mistakes we normally do in our designs. UX Designers should use the best approaches or principles and not be afraid to innovate but to ensure great usability, designers should test their design thoroughly with real-world users. Designers must keep in mind that if the user suffers from design, the UX will be considered poor, and eventually people will switch to another platform.

6 Cognitive Biases a UX Designer should know!

Before moving to the UX world, let’s clear what cognitive bias actually is. Do you know when you’re biased? Well, Biasness is everywhere at every point. And you know what? You don’t even know when you’re biased. This can happen to both, the Designers, and the Users

There are many kinds of cognitive biases, both good and bad, bad in the sense to trick your mind and deceive you to get a certain response. As a UX designer, you should be well aware of different cognitive biases to make your design according to the user’s psychology, leading to a better user experience. And as a user, it would help you to make your own decisions even if the application tricks you to get a certain response or tap on a certain button.

Now, let’s move forward and have a look at what Cognitive Bias actually is.

What is Cognitive Bias?

Cognitive bias is not a new term. It was first proposed back in 1972 by two researchers Amos Tversky & Daniel Kahneman while researching people’s innumeracy. They found out that most decisions made by people are not rational. People actually take a mental shortcut to make a decision rather than making a decision based on facts and figures. These shortcuts are known as heuristics. Heuristics solve the problem quickly but lead to error and these errors are called cognitive biases.

In simple words, Cognitive bias is a systematic way in which the surrounding or framing of information affects the judgment or the decision made by the user. The user is biased to make a certain decision based on the framing of information or based on the surrounding or past experiences. This is what Tversky and Kahneman found out, if the same context would be framed in a  different way, the user would take some other decision. This is also known as a systematic error in thinking. 

Let’s break the Cognitive bias into two categories,

Memory Based:

Some biases relate to what’s in your memory or what were your past experiences. These past experiences that reside in your memory can lead to biased thinking and judgment.

Attention Based:

The way something is presented to you grabs your attention in that way. Your judgment is truly based on what grabs your attention most.

So now I think you got the concept of Cognitive bias. The fun thing is, as a UX Designer, you can use this phenomenon to play with user’s psychology and do much more than just the design. You can actually use this concept in your favor in many ways.

There are countless aspects of cognitive biases, but for this article, I will discuss some important ones which UX Designer must know so that they can use them to create something out of the box while working on a project.

1. Analysis Paralysis:

The first bias we will talk about is analysis paralysis. This is a phenomenon, which says that when a person is provided with too many choices, he overthinks on it and due to this he’s not able to take a quick decision and the final decision or the next action gets delayed. In other words, his decision making gets paralyzed.

So you see? How giving too many choices can make a user confused. So as UX Designer we should always be aware of how many options to be presented to a user. Providing too many Items on a single nav, or too many Call To Actions on a single page can make a user fall into Analysis Paralysis and his mind won’t process and he may eventually leave the app.

Let’s have a look at how Amazon is tackling it. Rather than providing all the information at once, they provided users with some top choices with a “See All” button to expand further departments.

2. Von Restorff Effect:

Von Restorff effect plays an important role in the world of UX.  It says that when multiple objects are presented in a group or side by side, the object that differs from the rest is more likely to be remembered. This is a tested theory and this is how the CTA’s actually work. They provoke the users to hit them. But Von Restorff Effect is far from than just the CTA’s. You can play with this phenomenon in UX to make some great things.

Let’s take an example, 

Have you ever come across a situation like this? Just look at the image, the item with 40% is screaming that I’m different from other items and you can get me for less price.

So this is how the Von Restorff Effect plays with user psychology in displaying the list of e-commerce items and focusing on the offers.

3. Recency Bias:

Now let’s take a look at what recency bias is. Recency bias reflects that the attention given to recent events would be more than the attention given to the farther events. Because if something is presented at the front to the user, the user takes that thing as the most important thing rather than the things at the back.
In terms of User Experience, if something is presented at the top of the page, the user gets to it first and thinks of it as the most important thing or the functionality of the website. That’s why we have the main CTA at the top of the page in the hero section rather than putting it at the bottom.
So as a UX Designer, it should be kept in mind to design your web or app in such a hierarchy that the most important things should be placed on top or on front and the least important things should be taken least care of.

Most e-commerce websites use this technique to place their most revenue-generating items on the top to grab more users to buy this stuff.

Samsung usually promotes its new release in the hero section to grab the user’s attention.

4. Framing Effect

The framing effect is one of the most important biases in the real world as well as in the UX world. The framing effect is a technique to convey your words in different forms to convince the other person. We humans are dependent on the surroundings to make our decision. We are dependent on the way the information is provided to us. Our brain processes and makes a conclusion based on the frame we’re in. This, the framing effect is the most common way to trick the users coming on your platform.
The most common example is a packet of lays. It seems to be a big packet full of chips inside but when you open that you get to see just a few countable chips inside side by side with air :p. What if they put these few chips in a small packet enough to fill it? That’s how they used the framing effect to trick the user. Similarly, a scoop of ice cream in a small cup would be more likely than the same scoop of ice cream on a big cup.

That’s an item on an e-commerce site presented normally.

That’s the same item presented in a different frame which is encouraging the user to add it to the cart at the exact same time without thinking.

5. Fluency Heuristic

The human brain works in such a way that it makes decisions based on the options that are easy to process and neglects the options that are complex and require time to process. This is known as Fluency Heuristic. This biasness takes action when there are multiple options to choose from.

If we consider it from the perspective of User experience, there are many scenarios.

Ever used a food delivery application? Most of the food delivery application uses a phenomenon that is, they save our last order and then provide us with the option for ordering the same again next time. So, if you’re in a hurry, rather than searching for the food and restaurant from scratch, you can tap on that option and recall that order  as that’s the easiest option.

Take foodpanda as an example, 

Let’s take an example of foodpanda,

Foodpanda uses a similar mechanism as discussed above, it gives the option to order from the same restaurant that you ordered from last time. So you don’t have to search for a restaurant and you can go on one tap.

Similarly, this effect can be applied in other scenarios too, in case you want users to select a certain option so you make other options complex.

6. Zeigarnik Effect

Have you ever paused and left the movie just when a thrilling scene is about to begin? Different thoughts would start taking up your mind about what would be in the next scene. You won’t just think about how far you’ve come but you’d be curious about what’s coming next. That’s the Zeigarnik effect. It is named after a soviet psychologist Bluma Wulfovna Zeigarnik who made her research and concluded that people tend to remember and focus on uncompleted tasks more than the completed ones.
Similarly, if you’ve started a certain task and fail to complete it or reach your goal, you will be in tension and just keep thinking of different ways to reach your goal because you have a motivation that “Your task is still uncompleted”.

While making a user-centric design, UX Designers trick the users to make them feel that they’ve certain tasks that are still not completed and they have to complete them to reach their goal. This way they provoke the users to perform certain actions which they would not have done otherwise.

Fitness apps use this technique and notify users again and again that they still have uncompleted goals and encourage them to attain their fitness goals to engage them to use their app.

Similarly, LinkedIn and Upwork and use the Zeigarnik effect to make users complete their profile by showing them an incomplete progress bar of their profile completion.

So now,

You’ve seen from the perspective of a UX designer as well as a user, that how these biases can just change the whole face of a user-centric design. Biases can definitely be a game-changer for a product and user engagement. All you have to do is to make sharp and effective use of these biases that would have a positive impact on your product rather than a negative impact.