During this COVID 19 crisis, trust is what people are looking for especially when social distancing is required. Often time in the past, you have seen digital consultancy houses providing “wow!” factor DESIGN for your business ideas, which is probably just the tip of a user experience (UX) iceberg (I would call it a conscious experience design). Now, it is a time that you have to re-exam your applications, and ask yourself “what is the user’s motivation to be here in the first place”.

There are five main ingredients of UX: psychology, usability, analysis, design, and copy-writing. UX is an engineering process in my opinion which is likely against main stream of most digital houses where I have seen heavily emphasizing conscious design and led by a business oriented person instead of an engineer.

So what is a subconscious experience? It is how we decide what we trust, what we believe, and what is easy. If you want users to trust or understand, your engineering design process must feel trustworthy or obvious. If it doesn’t, you can add as much delight as you want and it just won’t return what your business investment exactly. Usability, for example, is the science of making your designs mentally invisible. You can see them, of course, but the more aware if of your form design, the worse the experience. In other words, the more clever (in your mind) you get with your form design, or your copy-writing, the less your users will finish the form.

Putting subconscious experience to a prominent position may sound obvious but often harder to get implemented with. However a hard time is a good time to bring down to earth.

In the end my little discussion post, I would like you to watch two pleasure rewarding video clips below. However keep in mind of “Glamour V.S. On-earth” 🙂 when facing a “depression” even Chanel 2020 haute couture collection (https://www.chanel.com/us/haute-couture/) has more earthy design elements to attract younger generations. What are your logic thoughts then 🙂 ?

Further reading if you have some more time. This is a business insight article quoted from company Valtech. Pre-warning :), it is a bit lengthy but has some interesting points about on-earth UX process which I agree with https://www.valtech.com/Insights/china-marketing-expert-ashley-dudarenok/ .