MetaMask UX Redesign Casestudy

The Idea

Metamask has over 10 million global users – making it one of the most widely-used wallets in the crypto space globally. However, if we talk about the overall user experience, there is always room for improvement. The official Metamask Chrome extension requires some UX tweaking and we at Expedite have handled that.

As a blockchain/web3 design agency, our primary inspiration was to enhance metamask’s experience in such a way that not only enables the user to use the product more easily but also play the part in the adoption of web3. The end goal is to create value in the web3 design world by proposing solutions to real-world problems through UX thinking and research.

Timeline

The suggested timeline for this product was 1.5 months. In that duration, the entire UX and UI process was carried out along with the case study draft.

Understanding Users

The revamp journey was started with the most important phase, which is the RESEARCH. The first step was to identify the users and understand their pain points. To get diversity in the feedback, we tried to conduct interviews with users of diverse backgrounds.


a. Early Stage Testing
Like the charity begins at home – we decided to test the product for ourselves first. The basic idea of the early-stage testing was to identify some problems that were already in our minds, being a regular users of metamask. Furthermore – for a heads-up, we also checked the play store rating and comments (this really confirmed our bias!).

b. User Interviews
The biggest mystery was solved here! We ran 7 user interviews with diverse users to see what they have to say about Metamask extension. The scope of the interview was centered around using the extension for trade and swap. The whole purpose was to identify what users look for in a crypto wallet app and how their experience is with Metamask.

After conducting the user interviews, we moved to the process of synthesizing the collected information with the help of:

Affinity Mapping

Expeditors conducted an interactive affinity mapping session to break down the problems and challenges into categories. It also helped the team in targeting the high-priority problems. It all came down to 3 major problems:

System Visibility Issues
Information Architecture Issues
Usability Issues

Here is what the outcome of affinity mapping looked like:

User Personas

With the help of data collected from user interviews, multiple personas were created based on the discussion with our users, the nature of the problem they faced and it’s impact on their overall prodcut experience. Here is what it looked like:

Two of the seven personas that we created based on our in-depth and diverse user interviews:
https://www.figma.com/file/ekFokrtqR0LQ6VogNIUfSq/User-Personas?node-id=0%3A1

Journey Mapping

Journey mapping of our customers enabled us to visualize how the users felt at each and every stage. It was helpful in identifying the users’ pain points and what could be made better. Check out our customer journey here:

A snippet of our journey map on figjam. Check the full journey map:
https://www.figma.com/file/7Chtcz0K82eRX6oQNIK7JH/User-Journey-Mapping-(Community)?node-id=216%3A723

Issues Identified

No Notificationbreak-down and Feedback System
Metamask doesn’t have a notification system that alerts users for these operations:
-Transaction status
-Error messages
-Transaction failed
This creates issues specifically during transactions, where a lot of attention is required for ensuring that the transaction is operated safely and accurately.

Information Organization Tools Missing
Since the wallet has several transactions, there is a huge set of records, which, for a normal user, might be overwhelming. What makes it increasingly overwhelming is that there’s no way of sorting and filtering transactions. Similar things were also noticed in the Settings section.

Account Management
A big struggle for developers is switching accounts when there are multiple ones being created. Each time they have recalled the recently used account, or forgotten account name (which is a normal expectation from a human), they have to scroll through the entire accounts list.


Assets Management
Perhaps the biggest turnoff for every trader – who needs to know their crypto net worth – is the poor asset management – showing only eth balance as the primary account balance, showing tokens with zero balance, no sorting nor token cap value – this makes the overall asset summary less comprehensive.

Area of Improvement in UX Writing
Some features of high importance like Priority Settings have been named Edit, which can make the user confused might become while making a transaction. Similar things were also noted in settings, where important options weren’t labeled with the correct terminology.

The gist of all research on what problem users are facing, and what they want to be better are these 3 points:
– Appropriate feedback and notification system.
– Proper Account and Asset Management with required filters.
– No overwhelming information

For the design system, we started off with Design Guidelines. The team respected Metamask’s existing brand design and decided to stick with it. It will also ensure the similar mental model for the users. Secondly, the basic objective of this case study is to suggest improvements of the user experience of Metamask and create value for its millions of users.

Major Screens

Home Screen

FIlters Added

For proper information and customization, this is helpful for sorting through your assets and transaction history.



Settings

Confirm Transaction

Gas Fee Settings

Gas fee settings were revamped into collapsible modals for better information organization



Screens

Assets
Activity
Wallet Connected
Assets Filters
Assets Filters Applied
Activity Filter Applied
Activity Filters
My Accounts
My Accounts- Recently Used
My Accounts- All Accounts
My Accounts- Search
Confirm Transaction
Confirm Transaction – Gas
Fee Refreshed
Confirm Transaction – Cancel
Confirm Transaction -Confirm
Confirm Transaction – Gas
Fee Settings
Confirm Transaction – Gas
Fee Settings – Newtork Status
Settings
Settings – Search

Testing and Feedback

After the wireframes were completed by the team. We did a small-scale usability testing to evaluate the design. Our users found the improved design to be much better and with a smooth user experience and were easily able to notice the improved functionality. Furthermore, the users were impressed with the overall flow of information and account management options.

Given another opportunity in the future, we would love to continue exploring deeper into the possbilities that would enhance user experiences for the crypto wallet appplications. With a large userbase, Metamask has so much potential. Improved UX would be a nudge in the right direction for its exponential growth. With our re-design, we hope we were able to cater to a few major pain points of the Metamask users. If you’re interested, feel free to interact with our prototype!

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

Expedite Design - 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 Design 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 Design. Cool! Isn’t it?

Looking Forward:

Expedite Design 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 Design 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

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.

UX Design Meetup – in a nutshell

The UX Design Meetup took place on 24th January 2021 at the Xord Basecamp, Expedite Design and Sheikh Izhan took an initiative and conducted a UX Design Meetup for all the amazing UX people in the town in which designers got a chance to know each other better and learned from the experiences of each other. 

It’s always a great idea to learn from each other, we don’t want anyone to miss out on the knowledge, hence writing this blog post so that everyone can take benefit from what the amazing designers discussed in the meetup. 

The key takeaways

A number of topics were discussed in the meetup on which designers shared their valuable knowledge and thoughts. I tried to extract outcomes from those discussions, hoping that it will benefit you in some way! 

UX processes in a company:

This topic was about the UX processes that a company follows.

UX beginners , where to start? 

Most of the newbies in this field have no idea about where to start learnings from, here are some tips for the newbies who want to start their career in UX design.

To start off your career in the field of UI/UX, first, identify your goal, start your journey if you think you are really passionate about the field, and then follow these steps: 

Designer and developer, an unmatched love story

Ah, this was one of those topics that put a smile (the smile with hidden pain ) on every designer’s face, because this topic was something that most designers could relate to. 

Some outcomes from the discussion are: 

UX Testing

Dribbblable Trends

Personal projects

We all know the importance of unsolicited projects and how important a role they play while you are trying to land in a company.

Some key points regarding the personal projects are: 

UI/UX interviews

If you aspire to join a certain company, the best way to prepare before appearing in their hiring interviews is to learn the UX processes that they follow in their company. Also, customizing your profile and portfolio and making it as relevant as the company’s requirements will be highly effective.

Long story short

So these were some of the highlights from the meetup. It won’t be wrong to say that this meetup was a success, designers from different firms (VentureDive, Folio3, Airlift, 10pearls, Two Dots, and many more) joined and shared their valuable thoughts and knowledge with each other. 

It’s always a great idea to network with the people in your field, you get to learn a lot of things.
Looking forward to more meetups like this, it will surely help in building a stronger UX community. 

Special thanks to Arif Samad, Arif Kamal, Umair Ali Khatri, Tabish Rafiq, Adnan Khan, and Sohaib Khan for providing their valuable insights to all the community members!

Join Expedite’s UX community here.