Should you sacrifice usability for aesthetics?
By: Elbama Giofandra
Tags: Product Design, UI Design, Usability, UX Design, UI

What is Beautiful is Usable? Or What is Usable is Beautiful?

Now imagine, in the development process of a new e-commerce website that is about to be launched. When aesthetics becomes the guidelines in the process, a junior designer of Human-Computer Interaction graduate asked the lead of UI/UX designer with a question, “What is beautiful is usable?”. Later on, the leader doubtfully replied that “the company wants people to trust their new e-commerce.” The company assumed that people would be interested in their aesthetic e-commerce interface.

Then, many new users would come, and sales would rise. The junior designer confusedly asked, “what if they cannot find the product?”. If the users could not find the product they were looking for, then they would not be able to buy it. Even the most good-looking website would not be able to increase sales. Then the leader replied with a high tone, “then, what kind of website are we going to make?”

Photo by Tim Gouw

The second scenario is similar, but this time usability aspect is the priority instead of aesthetics. The leader explained that the company wanted to make it easy for the user to use e-commerce. Then the junior asked, “what is usable is beautiful?” Then the leader answered, “the company wants this e-commerce to be easy to use without too much color and decoration.” The reason behind that was to make it simple and easy for the user to find the product and buy it. Then the junior asked, “how can we gain trust without a great interface?”. The junior explained that e-commerce must make the users comfortable to gain positive emotional feedback.

With positive guided feedback, they would tend to purchase. According to a few studies, the early impression of a layout affects how users will feel about the product it belongs to in the long-term. According to Kinesis Inc, 75% of customers admit to judging a company’s credibility as per their business website.

Photo by Mimi Thian

So from those scenarios, if the designer only approaches from one aspect between aesthetics and usability, there will be an endless discussion. Usability and aesthetics are inseparable aspects; both are cohesive aspects to satisfy the users. So what portion is appropriate for developing a product?.

Actually, the user does not care about the portion between aesthetics and usability, and they want the PERFECT product. That is why data is fundamental today, and product design must referring to data. If making a “perfect product” is the goal, then researching “what the users truly want” is essential. It is wise to learn the market and the types of buyers therein. After the researcher getting the data, the designers can think about what users need to put in the product design.

Photo by Krakenimaages

The data from users can determine the portion for usability and aesthetics in the product design. Because the basis of design thinking is empathy, companies cannot be selfish by determining in the beginning. Designers should not disappoint users who have many expectations in their head. Good design thinker must be able to deduce market desires based on the percentage of market data. There are even times when users may berate what is in front of them, that is a good thing for the company.

Design thinking process

Do not assume to use just a single theory or aspect, because maybe the user does not want it. Sometimes, users want an aesthetic user interface in the application; then, the aesthetics aspect can be added more to the product. Alternatively, users wish to functionality and ease of use, and then usability can be a reference more. A very-big mistake when designing a product without researching about “what users want.”