Is your company delivering a modern user experience to its customers?

Modern User Experience design


According to a survey, 33% of people prefer to read something with a beautiful design rather than something plain when they have 15 minutes to read. This shows the desire for a good experience among consumers today.   Source

Since last year, we have seen MedTech, FinTech, MarTech, RegTech, and a lot of other startups infusing technology in the markets. With digital interactions, both official and personal, growing in both strength and engagement, marketers face intense competition for consumers' trust and loyalty.

Is UX still relevant today?

Experience of modern users

By delivering modern User Experiences, we enable consumers to enjoy experiences that are meaningful and personal to them. UX aims to reach deep inside a user's mind and overcome any confusion, questions, or problems he or she may have. Modern UX is all about delivering lasting impressions and experiences, which is what is being emphasized more and more throughout the industry today.

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Guidelines for Modern User Experience

Modern user experience principles are as follows.

Easy to understand

There are so many articles about UX design that the point of this aspect is not stressed enough. It is not necessary to impress with complexity to have a modern design. Quite the contrary, actually.

Your design must pass a few parameters so that users can use it easily. To start with, the design has to be relevant to the industry and meaningful to your business. The thumb rule is, if you can replace four buttons with one, do that. Keep the page, app, and property consistent in colors, components, and behaviors.  You may lose users if the design takes a second longer to use than another option.

Establishing trust

It has been estimated that 68% of website users give up because of customer service issues. Source 

Obviously, that's not what we want to hear. You should clearly state what you intend to accomplish with your design. Genuine descriptions are the key. As you progress through the funnel, build trust at each stage.

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Be sure to treat users like participants

Users, consumers, and customers become very distant from you the moment you call them that. Rather, we mean not to do it. Users are human just as you are, and they need simple solutions to problems just like you do. That is the point of modern user experience. By conducting constant research and utilizing participatory surveys, consider the users as participants in the design process.

A long-term approach

Short-term and long-term goals need to be set in a balanced manner. When designing, think of it as an element of a series of games, rather than a single game, a single game to be won. It's like a tournament that doesn't end. The one who stays wins.

Long-term goals usually require you to sacrifice short-term ones. An example of this is incorporating a design element that adds aesthetic value now, rather than waiting until later to add more complex components.

Current best practices in User Experience

Following can be implemented by following some of these best practices and following specific practices which you need to meet the requirements of your design.

Incorporate co-creation

Design research must be integrated into design. We should involve everyone in both. During the decision-making stage, designers must be involved in research themselves as well as researchers. During the testing stage, have all your staff involved. We will get a different perspective from co-creation by bringing it to the table.

Giving equal weight to each interaction

Modern digital technology produces increasingly minimal user experiences, making each interaction increasingly important. 

It's no longer possible to compromise quality between components.

The importance of motivation for designers

Even a terrific design strategy could end up being a disaster if designers simply aren't satisfied with their workplaces. The artistic and vehement nature of creative professionals should be considered. Ensure they have all the light and shade they need to create their products to the highest possible standard.

Ecological approach to experiences

Every user lives in an ecosystem, whether it is digital or otherwise. Any disruption of their ecosystem, whether positive or negative, may result from introducing a new product to them. Think about that when designing UX. A seamless part of the user's ecosystem is what you're trying to convey.

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Speed and agility

Never delay learning, listening, or responding. Create small, iterative batches for UX design. Implement agility in your day-to-day work. Provide formal agility training to your designers if necessary. You must make sure that their ideas are not hindered by this practice, and this is an issue that requires the involvement of senior management.

It is necessary to perform continuous testing in order to find out if these principles and practices really work for your product. 

Therefore, UX design needs to remain flexible. In essence, UX has crossed borders and is now part of the entire CX (Customer Experience).

For UX requirements, contact Divami. As our portfolio illustrates, we are modern, cutting-edge, and smooth in the UX.

About author

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Divami Design Labs
We are a devoted User Experience (UX) and Design Services Company focused on Digital Transformation, SaaS platforms, Mobile Apps & Enterprise Products. Over the last 10 years, we have delivered hundreds of projects for US and Indian companies across various sectors - Financial & Banking, Hospitality, Logistics, Healthcare, Social Media, and Enterprise Software. UX UI DESIGN Company
LinkedIn       Website 

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The Science Behind Better Experience Design

What if I were to tell you that we can rig how consumers remember brand experiences; inducing positive memories and completely overriding negative ones?

Peak-End Rule
The peak-end rule is a psychological heuristic, or mental shortcut, that impacts how people remember past events.

For brands, it’s paramount  to consider all of the cognitive biases that affect the customer decision process.

In understanding this, we can maximise our ability to establish deeper, richer connections with our consumers with less effort.

Peak end rule

The science

The peak-end rule suggests that our brains simply cannot remember every detail of every day, we are limited in what information we can store.

Our brain shortcuts this process by condensing our experiences into a series of snapshots, consisting of the intense positive or negative moments (the “peaks”) and the final moments of an experience (the “end”).

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Conceived by professors Kahneman & Tversky in 1999, several studies, conducted over an array of diverse circumstances, support the theory’s validity.

inside airplane sitting


Creating peaks:
Television commercials that create positive feelings are rated more highly by viewers if there are peaks of intensity and end on a positive note, rather than a commercial that was consistently pleasant all the way through.

Holidays that ended on a bad flight home are remembered less favourably, despite everything on the holiday going well.

The perils of an unhappy ending:
A 2008 study demonstrated that college students who received a desirable gift, followed by a less desirable gift, were less happy than college students who only received the one desirable gift, despite receiving an extra gift.

Likewise, children were more pleased after receiving a chocolate treat alone, rather than a chocolate treat followed by a mildly enjoyable piece of gum.

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Negative experiences are redeemable:
It’s no wonder women subject themselves to the pain of childbirth all over again, willingly, when their harrowing experiences end on such a rewarding high of a child.

A study proved that even a colonoscopy that had an extra 20 seconds, which were merely uncomfortable, not painful, added on to the end was rated better than those who did not receive the extra 20 seconds, despite being in discomfort for longer.

As a less gross example, patrons who received an otherwise negative dining experience, but were given a free dessert at the end, rated their experience considerably more favourably than those who did not.

“Manufacture the emotional peak purposefully, to create it by design.”
Adam Toporek, CX thought leader and author


Onboarding in software is a key opportunity to consider Peak-end. Modern apps like Slack focus on frictionless journeys which leave users feeling good about the experience.

Enterprise softwares

In summary
Cognitive biases arbitrate entire segments of our memories so all that is left is how we felt during the peak and the end of the experience.

So how can we use this to our advantage?

Don’t be passive in allowing a consumer to meander through interactions with your platforms, be active; curate intentional designs devised to be affecting.

Brands need to design experiences for their consumers that will create an indelible impact. They will always remember the peaks and the end, so be exciting, surprising, and go out with a bang.

About the author

Anna Ryan is a strategist at Athlon working within research and insights. Her work helps create brand and product experiences that transform global brands and scale-ups.

For more information on Athlon contact 
Ranzie Anthony 

Athlon company logo

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UX and Internet of Things

UX & IoT | Will UX connect the dots of IoT?  

Consumer centric Internet of Things products emerged as a new layer of devices which managed to connect formerly static and non-connected devices with computers, tablets, and smartphones. For instance, Nest (thermostat and smoke alarm), wearables (smart watches, fitness bands…etc.), and August Smart Lock (door lock system) are all examples of consumer centric or consumer based Internet of Things devices.
IoT signifies a major shift in the idea of the Internet, where it will power not just computing devices, but also billions of everyday devices, from heart monitoring implants to toaster ovens. Large businesses have already started to invest in IoT to gain competitive advantage by collecting and analyzing data from millions of wearable and embeddable devices to make meaningful business decisions.

Designing the Experience

UX and Internet of things (IOT)

Right now, companies are trying to make their connected product work, but few are focused on making it usable. There needs to be a designed experience for users to find value in connected products. Designing for IoT comes with a bunch of challenges that will be new to designers accustomed to pure digital services. How tricky these challenges prove will depend on :
1 The maturity of the technology you’re working with
2 The context of use or expectations your users have of the system
3 The complexity of your service (e.g. how many devices the user has to interact with).

More UX and less GUI

With small form factors, majority of the devices will have small or no visual interfaces. There will be less buttons to push and scroll-bars to pull. Without large scale screens, the need for great UX design will become even more important, but the primary mode of interacting with these devices will be using touch gestures and voice.

Interfaceless UX

Multi-device Experiences

A single user experience will get spread across multiple devices (personal and non-personal), different platforms and different points in time. Some respond to touch, voice, gestures whereas others respond to sensor tricking or digital juggling. A UX designer will have to break out of platform specific standards and learn how to provide a continuous user experience across multiple devices and platforms.

Multimodal interfaces in UX

In 2020, there could be 200-Billion connected devices, from smart dust to smart cities

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Speech as unifying modality

Speech is the simplest and oldest form of communication by the humans. Using speech as the medium, the user interface becomes almost invisible and the experience becomes as natural as day-to-day activity. The goal is to communicate with devices as we would each other do as humans. Dialogue evokes emotions, meaning, identity and trust.

Mobile app controlling of IOT devices

Designing beyond logos, colors, fonts

With significantly less to literally no interfaces, branding will take new forms other than pixels. Voice, sound tone and tactile feedback will become the ways in which users will identify a brand.

Smart rooms, smart homes

A UX designer must understand how to communicate brand experiences using these means.

Smart rooms, smart homes

Internet-like failures are irritating

For instance, you command your lights to switch on and they respond after 2 minutes or don’t respond at all. What will be your reaction? You will be irritated just like “Web page not available” or disconnected Skype calls. As the IoT is highly asynchronous due to wide range of connections between devices, these kinds of experiences are very irritating.

IOT in medicine

Intelligence is the secret sauce

UX and Intelligence should go hand-in-hand in right proportions for the IoT to be successful and engaging for all the users. As IoT is all about sophistication and large amount of data, there has to be considerable amount of attention to Intelligence factor for the enjoy-ability of the product.

Smart home, smart office

Will UX connect the dots of IoT?

As IoT involves less to no interface, UX will be the prime factor that will drive the entire product experience among the customers. This not only involves UI or Interface design rather the underlying connection between each and every product that should be knitted carefully with each other. Designers have a very large space and opportunity to contribute to this revolutionary technology which will impact millions of lives around the globe.

Hand picked Survey tools for UX designers

Survey tool for UX design

Surveys are an important user research method, in which user information at bigger counts gets considered. Surveys can be used for quantitative data gathering method which can be conducted to understand user information, usage pattern, and preferences etc. for any new or launched application. Also in marketing industry surveys are an important tool for understanding market status. There are some tools available which makes this complete process easy & flexible. They include survey creating, conducting survey on internet, sharing survey to users on internet, real time analysis of survey 
Responses and report generation of survey response etc. Providing a curated list for some top survey tools.

1. Surveymonkey

Survey monkey

2. TypeForm


3. SurveyGizmo   


4. Wufoo


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5. PollDaddy


6. Google forms

Google forms

7. SurveyAnyplace 

Survey anyplace

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8. Survey Planet

Survey planet

9. Zoho Survey

zoho survey

10. Client Heartbeat

Client heartbeat

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Amazing tools to evaluate web Accessibility in UX

Top tools to evaluate Accessibility for UX designer

 Accessibility in the sense considered here refers to the design of products, devices, services, or environments so as to be usable by people with disabilities. The concept of accessible design and practice of accessible development ensures both "direct access" (i.e. unassisted) and "indirect access" meaning compatibility with a person's assistive technology (for example, computer screen readers). Wiki

Web accessibility means that websites, tools, and technologies are designed and developed so that people with disabilities can use them. More specifically, people can:

- perceive, understand, navigate, and interact with the Web

- contribute to the Web

Web accessibility encompasses all disabilities that affect access to the Web, including:

- auditory

- cognitive

- neurological

- physical

- speech

- visual


Checking accessibility of designs & products is critical & required for designers, but sometimes evaluating designs or websites with respect to accessibility principles can be complex and difficult. Here are some accessibility checking tools which can make designer’s life easier.  

WCAG Contrast Checker

WCAG Contrast checker

by Rumoroso

Checks for compliance with the contrast levels of foreground and background colors combination based on the requirements of WCAG 2.1

Headings Map Accessibility


by Rumoroso

It generates a document map with headings and/or with sections in HTML 5. It shows the headings structure, the errors in the structure (ie. incorrect levels), and it works as HTML5 Outliner too.

3 Months free Interaction Design Foundation

Make Sense accessibility tool

Make Sense 

Reduce the complexity and costs of digital accessibility. Scans static and dynamic content for 360° accessibility. It continuously monitors for violations, automatical fixes common issues in real time, and provides tools to resolve more complicated problems directly from the platform.

Web accessibility checker

Web Accessibility Checker

By Mads Kristensen

The easiest way to perform accessibility checks on any ASP.NET web application. Fully customizable and support all the major international accessibility standards.



This tool checks single HTML pages for conformance with accessibility standards to ensure the content can be accessed by everyone. See the Handbook link to the upper right for more about the Web Accessibility Checker.

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WAVE Web Accessibility tool

WAVE – Web Accessibility Evaluation Tool

WAVE is a suite of evaluation tools that helps authors make their web content more accessible to individuals with disabilities. WAVE can identify many accessibility and Web Content Accessibility Guideline (WCAG) errors, but also facilitates human evaluation of web content.

Color Oracle simulator

Color Oracle – color blindness simulator

Color Oracle is a free color blindness simulator for Windows, Mac and Linux. It takes the guesswork out of designing for color blindness by showing you in real time what people with common color vision impairments will see.

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Contrast color accessibility

Contrast — Color Accessibility

Make sure the text you're designing isn't too light in your interface designs with Contrast. Combine this simple little menu bar app with your favorite design tool and design with accessibility in mind.

STARK accessibility tool


Baked right into the software you love to use, Stark empowers you to design with accessibility in mind from conception of brand to fruition of product.

Spectrum accessibility tool


Offered by: Yehor Lvivski

Instantly test your web page with different types of color vision deficiency.

Color Vision De´Čüciency (CVD) affects people’s ability to distinguish certain colors. 

For more information: 

Web Content Accessibility Guidelines

cognitive accessibility guidelines

Designing for Web Accessibility

What is Accessibility?

Web Accessibility Evaluation Tools List

3 Months free Interaction Design Foundation

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