/ write one hand / Misunderstandings about user expectations in the design of a 10-minute experience to read

/ write one hand / Misunderstandings about user expectations in the design of a 10-minute experience to read

Here are some of the hundreds of notifications you can get each day.

Push notifications appear continuously in games Golf Clash

Observe a large portion of the products digital Nowadays, most of the information that is deemed useful has been brought out throw in the user’s face. This is like when you are rushing to the company to make it in time, suddenly, a marketing staff somewhere appears right in front of you, and tells you to do exactly what are suggested below. , the reason is they just want to help you … (Wait WHAT!)

from Indian Doodle Illustrations

And the bad thing is there isn’t just one hint …

from Marketoonist

Discount notifications, app upgrade reminders, new version changes, etc. It’s not hard to drive someone crazy, if we keep sending push notifications, but ignore them. their expectations. Especially if they can’t control their appearance.

from Indian Doodle Illustrations

This is a bit too much, but in some cases when you need intense concentration, it can be extremely uncomfortable, simply because it appears at the wrong time, in the right place. Even some of my friends, after getting so many notifications, decided to take the time to… delete the app, and include a few (a few) negative reviews on it.

Naturally, the problem with push notifications is only a small part.

Many products and applications also arbitrarily add other information and interactions at the first login of the user.

The formation of user expectations

Can say, user expectations is a luxury and has not been properly cared for. Even for products that are considered intelligent, when it is thought that it can understand one or more parts of the user’s context. Their expectations still need to be carefully considered from the designer’s side.

One of the classic examples can be mentioned is Clippy – virtual assistant application was launched by Microsoft in 1997. Basically, Clippy illustrates a paperclip with the ability to appear unexpectedly to give you suggestions depending on which Microsoft Office suite office application you are using.

Perhaps you have encountered this character in a time when Win XP was still popular.

The funny thing is you don’t know when it will come up, and give hints. In addition, that hint was not really as smart as what was presented, even completely useless. As a result, it was forced to pause after 8 years disguised as a true expert.

One of the biggest reasons for failure Clippy is because it created an expectation that was completely contrary to its true ability.

First of all, it was designed for the identities of an intelligence similar to that of a human. By illustrating it a face, with conversation bubbles like the way humans talk. Therefore, it is expected that it must be excellent, at least to understand their confusion in some cases.

However, Clippy was unable to do that. Consequently, users feel ‘crazy’ about the ungainly behavior and behavior it brings.

Strive to create an image Clippy more human, perhaps only making it look user-friendly in the early stages of exposure. Once it couldn’t meet their minimum expectations, of course it looked like a cheater.

Lowe’s offers the option of anonymous checkout to customers

Elsewhere, it is not coincidental that for a long time, e-commerce exchanges have applied an anonymous payment feature (purchase as guest), instead of requiring you to go through registration steps to select and purchase products.

They understand that, with first-time experiences, your expectations are often tied to specific purposes such as buying an essential item, finding a commodity. Therefore, brand trust is still very little from users. So, instead of asking dozens of irrelevant questions, building trust by creating an instant experience from the get-go will help them ‘retain customers’ for longer.

Jakob effect illustration

The user’s expectation is also shown through effect Jakob (Jakob Law’s). This effect indicates that users tend to use it website, the ingredients on which have characteristics (pattern) is similar to those website which they have used before.

That means every time they enter one website new, they will have relative expectations about the location, behavior, and characteristics of the elements in that page. So designers must always consider elements that users are familiar with, in order to meet or satisfy their expectations on a higher level.

In recent studies on the correlation between user expectations and experience, the following conclusions have been made:

If your product generates expectations goes against the user’s initial expectations (whether it’s a positive or a negative expectation), the effect it has is biggest.

Take for example when you happen to watch a movie – a friend warned before that the movie was terrible. After watching it, you realize that it turns out to be a great movie. From then on, this movie left an impression on you more deeply than other movies, just because at first you didn’t think it was that good. On the contrary, we have examples of Clippy above.

So what do all of this say about user experience and expectations?

  1. A user’s initial expectations really have an effect on the outcome of the entire experience
  2. Always make sure that your product builds expectations unified and throughout before, during and after the experience

Design a better experience

Based on user expectations, we can approach this problem below three main angles.


from Indian Doodle Illustrations

If you are unable to simplify your product to the point that users can immediately understand the designer’s intentions, make it clear to them your product is. What can be done and what exactly is it doing.

Products can provide users with options and suggestions to make them more accessible. However, please avoid interference of the product with that option or suggestion. For example, when a user is performing an interaction in a payment stream, one pop-up Advertising for just released items can also cause a bad experience.

For example, Spotify provides music suggestions based on your interests, but it never turns on those playlists automatically.


This is encapsulated in one sentence ‘showing at the right time ‘ – whenever the user wants to see the capabilities of the product. Please show it. It sounds simple, but it is not. This requires making sure that the product gives users what they want immediately, or within an acceptable amount of time.

from Indian Doodle Illustrations

What they want may stem from their assumptions about the interactions with the product, or because you have ‘promised’ such users. For example, when you click the button “buy always”, the screen will immediately jump to the checkout page, or when the product says “in 5 minutes, the update will be done”, after exactly 5 minutes it must be completed. Otherwise, your product becomes a flat-promised service and the user has a bad experience.


The first rule of thumb: Never assume that your product understands the user’s entire context. If we can’t deliver such a smart product yet, we shouldn’t design something that can automatically emerge and do things based on its own ‘faith’.

from Indian Doodle Illustrations

If you are in doubt, focus your design on the specific scenarios represented by the data or observations in user research, only then can you be sure that the user is What you really want out of your product.

In order to design a better experience, what’s important is sometimes not within the product, including the features, interactions, or displays we place in it. At that time, we need to step back and observe more thoroughly to realize that the user’s expectations were formed a long time ago.

Article: Limon


  1. An Exploration of the Relation Between Expectations and User Experience
  2. How to manage the users’ expectations when designing smart products
  3. Workflow Expectations
  4. Universal Principles of Design
  5. Observer-Expectancy Effect – Customer Development & UX
  6. The Impact of Expectations on User Experience: Surprising the User

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