Thus suggests Jordan Julien in “Designing for the Lazy,” where he addresses the tension between marketers wanting to offer nuanced interfaces and customers just trying to get by. “The fact of the matter is,” Julien writes, “most people don’t want to optimize their decision-making process. They want to satisfy their current need and move on. This time-saving mentality is what the majority of UX architects & strategists have to consider when creating online experiences.”
A classic example is the online lead form. Consumers are asked to input information, but if they have any uncertainty at all about what will happen during or after the process, they will retreat. The main reason prospects fail to interact with you, Julien suggests, is not lack of trust, but simply they don’t want to waste time. Web usability guru Steve Krug has suggested the same in his classic 2000 book “Don’t Make Me Think.” The history of marketing is cluttered with complex failures than didn’t meet customers’ simple expectations: The Ford Edsel. The :CueCat. And today, dare we say it, soon-to-be-replaced Foursquare, QR Codes, and cable-television interfaces.
How to respond? Julien says design as if you want to help lazy people be even lazier. Don’t believe us; if you want to see simplicity succeed, check Google.