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In simplicity we trust.

John Maeda

Using the web, I'm sure you would agree, has become an astonishingly bad experience for customers.

The reason, in a nutshell, is the terrible decisions that organisations make based on what's easy to measure (clicks and views) rather than what truly matters (customer experience and loyalty). Make the experience bad enough and customers will find a better way for themselves.

Recipe sites are among the worst offenders, burying the information you need (ingredients and method) behind layers of overwritten and irrelevant text. So what do customers do? They paste your URL into a recipe app that strips out all the crap and allows them to save the stuff they actually need in an easy-to-read format.

Local news sites are almost impossible to read because of ad clutter. So what do customers do? Switch their phone browser to reader mode and feel the blissful calm of a page that isn't full of flashing ads.

If you find that what you (think you) want and what customers want are pulling the design of an experience in two different directions you should see this as a major red flag. Never trust that what's easy to measure is the right thing to measure.

Most important of all, think about what your choices are encouraging customers to DO.

Thanks for reading,

Stephen

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