The importance of minimising interaction cost in UX design

What is interaction cost?

“The interaction cost is the sum of efforts — mental and physical — that the users must deploy in interacting with a site in order to reach their goals”

RALUCA BUDIU, Nielsen Norman Group

I regularly refer back to an article by Nielsen Norman Group (N/N Group) on interaction cost. According to N/N Group the ideal interaction cost is zero.

With an interaction cost of zero, when a user visits a website the information they need will be right in front of them, no effort required.

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Get off your ruminating ass and just do it

Sometimes you don’t need a brilliant idea, or even be a first-mover, to start a successful business. You just need to get off your ruminating ass and just do it. This is a lesson especially applicable to those locked down by the golden handcuffs of a cushy job and a steady paycheck.

Jeffery To, April 28 2010, It doesn’t matter if a cat is black or white, so long as it catches mice.

Using Authority To Build Trust In Your Digital Experiences

Authority is about influencing behaviour through credibility. People are more likely to take action if the message comes from a credible and authoritative source. That’s why you’ll hear people name dropping and it’s also what drives retweets on Twitter.

How to use it

We all look to guidance and direction. Experiences should communicate confidence and assurance. In an uncertain or new space the presence of an authority figure will reassure people.

Demonstrate the knowledge and experience a business has in it’s area of expertise to build confidence and reassure people.  Consider demonstrating authority through showing social activity, people tend to follow the behaviour patterns of people like them.

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Hillary’s Responsive

Hillarys Cover Image


Hillary’s have led the way in window dressings for more than 40 years.  With a turnover of 150 Million and over 1000 advisors covering Great Britain they fit everything from blinds to carpets.  However, Hillary’s existing digital platform had been designed for a desktop market, with a half way house small screen solution in place.

My role

Lead User Experience Architect

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