The first secret of design is… noticing.
Think the tiny sticker on fruit: the first time you had to find the sticker, dig it out of your fruit and flick it off your finger, it was pretty annoying. By the tenth time, it probably didn’t bother you as much, and by the hundredth time, you probably did not notice it at all.
That’s the human tendency towards habituation — our natural penchant for internalizing everyday patterns and behaviors into habits, even if they are unpleasant or not user-friendly.
It happens with many websites and online user experience overall. We get used to so many “little idiotic details” that we don’t even notice.
Therefore, for website designers, the trick to improving user experience is to see these details and the small things that don’t need to be there.
This is how Mary Anderson invented the first windshield wiper in 1902 — riding a streetcar on a cold and rainy day, she decided that there had to be a better way to clearing the windshield than the driver opening the window, leaning out in the rain, and drying off the windshield by hand. Remaining in her seat, Anderson began sketching the world’s first windshield wipers.
“Our challenge is to wake up each day and say: how can I experience the world better?” says the man behind the iPad and Nest, product creator Tony Fadell in his TED Talk.
We truly feel this applies to website design as well. And we’re here to improve it, by noticing — and driving the change.