WEBVTT

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There is something called

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esthetic usability effect,
which means that if something looks good,

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it's not really perceived by people
as being more usable, even if it's not.

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So those visuals are important and we
really, really need to keep that in mind.

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A lot of the users
have now become very tech savvy.

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A lot of the people, you know, using apps
and using websites have been using them

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for 15 or 20 years now,
and they are very skilled.

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So they understand the typical patterns.

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They know that checkout icons
should be in the top right corner.

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They know how a good logging
and registration works.

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So all things like that

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are kind of predetermined
and there's pretty little innovation here.

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So you can do research
to test the viability of the product.

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There isn't really much way
to innovate and user interface.

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The visuals can be the differentiator.

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And of course we can use a design system
like material design, but that would be

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a horrible world to live in
because those apps would be all looking

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boring and soulless
and people want that design.

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That's why people buy Apple products,
among other things, because they look good

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and they are different
than everything else, at least sometimes.

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So people buy with their eyes
and we really need to remember that.