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dates could be suggested . 1-click experiences are rarely 1-click in reality , but a single screen checkout for a repeat transaction or one with very few additional data fields required , can be perceived as a 1-click process . Also , 1-Click was patented by Amazon a number of years ago , and so while you can ’ t use the same exact process in your product , your ambition should be to create the most seamless / frictionless process , and reduce user effort .
Tone of voice sometimes surprises and delights the user
Communicate with users in the way that they expect to reinforce your brand personality , but try to take advantage of your tone of voice to surprise or delight users , by being informal or humorous , especially in situations where users are expecting formal instructions . ( See image 32 )
“ Your products run for election every day and good design is critical to winning the campaign .”
Procter & Gamble CEO A . G . Lafley , 2005
While it needs to conform to a brand ’ s ’ values , it should be re-thought and conceived for the Smartphone device and app medium . ( See image 33 )
Motion enhances interactions and the user experience ( e . g . through subtle animations )
Motion can be applied to enhance experiences , such as making it clear what has and is happening , and to delight users . It can be realised through subtle and appropriate user interface animations , both in-screen and between screens . ( See image 34 )
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Visual design engages and enhances the user experience
The app experience can be enhanced through the design of the user interface , which could be exceptionally beautiful , minimal , rich , or impactful .
Time spent App depth Visitor frequency and recency
38