Positive user experience is the main goal in web design today because it is understood that better UX means a more effective website. Offering visitors options is good; however, as the amount of available preferences skyrockets along with increased daily options, choices can become overwhelming.
By taking this phenomenon into consideration, anticipatory design improves UX in an unexpected way by providing fewer, yet more relevant selections. Although it may seem like more selections are better, a web development company will usually see better results and happier users by anticipating a vistor's wants and needs.
When Choice Becomes Too Much
Before there was a focus on offering more user control in web design , there were only certain things that both visitors and websites could do. Function was geared to achieve goals more simply. Choice and more user control became an important element in providing great UX. Unfortunately, all of these selections have become somewhat problematic. Since visitors now have so many options on every site they visit, studies are finding that UX is decreasing rather than increasing if there are too many choices.
What Is Anticipatory Design?
Anticipatory design is a form of intuitive web design where target audiences are carefully studied, then site function is created according to the way that will best serve those audiences as simply as possible. It removes unnecessary choices and options that can complicate user experience, leaving only those choices that are important.
It makes decisions for the audience based on what is known about them, browsing or search history, perceived wants, needs and emotions, and other data that defines the audience, removing the selections that are not likely to be relevant for them. In doing so, a web design company is catering to what each visitor wants to do on the site, without overwhelming or confusing them with too many choices.
Anticipatory Design In Action
The best way to understand effective use of anticipatory design is to examine how this function can better serve the user and provide a more positive experience. Suggestions based on browsing history or past interactions with a website can anticipate what the visitor may want, helping the audience to find things more easily. Options offered based on the visitor’s location, past purchases, and even information gained via their calendar are considered anticipatory as well. Special offers and discounts based on data collected, reminders for local events happening nearby, and suggestions of additional items or services that correlate with user purchase are all examples of anticipatory design.
In all of these situations, the website is prompted by data that is intended to think like the user in an attempt to be more helpful, rather than the visitor having to search individually for these things. When used effectively, this function will help reduce decision fatigue and can be instrumental in improving UX, which is a known factor in higher conversion rates.
Anticipatory design is web development that attempts to think ahead for what the user might want to do on a website, then readily offer those choices. A company seeking to improve UX should consider how to implement a more intuitive design that offers suggestions and guides visitors to what is important to them as simply as possible. Including the right actions and functions reduces confusion and decision fatigue, creating a more functional and effective website!