Lately, I have begun to hear the question “if it’s different, will users know to use it?” more and more. I think that the frequency of questioning coincides with the step change in technology that enables digital experiences on the web to be that much richer and interactive.
Often, we are asked to create interesting and engaging digital brand experiences...but when a new or different design is proposed, the fear sets in!!!
I think that in the right circumstances, we should begin to relax our consistency rules and encourage users to explore and find features or functions for themselves. With the right proposition, users will be happy to spend the time playing, investigating and exploring – very similar to the physical world!
In the physical world, if a user is in the right frame of mind and / or environment they will be inquisitive and receptive to trying things. Take for instance my recent experience in Gatwick Airport: with the best part of an hour to kill I decided to pop to the ladies before hitting the duty free shops – whilst visiting the facilities I was fascinated by this piece of product design from Dyson (http://www.dysonairblade.com/)
I was very willing to try the Airblade even though it was totally different and I stood the risk of public embarrassment!!
