Many retailers reporting tepid holiday results are blaming the race to discount, But there is a deeper malaise at work: A long-term change in shopper habits has reduced store traffic—perhaps permanently—and shifted pricing power away from malls and big-box retailers.
Failing to speak the user's language is an easy trap to fall into because you may not know the user's vocabulary and because technical terms often become second nature to the design team. As with much of user centred design, the secret lies in getting closer to your users so you can empathise with them.
This article looks at some examples of interaction design in which smart interaction, defined by subtle animation, gently improves the user experience. We’ll share some lessons drawn from various models and analyze why these simple patterns work so well.