When I say “we,” I mean our whole industry, when I say “our whole industry,” I mean design, and when I say “design,” I mean: web design and development; digital product design; digital user experience design; digital user interface design; digital interaction design; “mobile” design (which is the same thing as web design and development); graphic design as part of UX, UI, interactive, digital, and web design; publishing and editorial design; and other design practices specifically empowered by the internet and digital technology and built largely around reading and interacting with words on screens.
A mouthful, isn’t it? Some people mean all the above when they say “UX.” I generally mean all the above when I say “design” and call myself a designer.
I exclude from the category, for this specific discussion, tactile, conversational, and passive design powered by the internet of things. Not because those practices are uninteresting or unimportant—on the contrary, they are fascinating, exciting, and fraught with critical ethical questions—but because they are not specifically screen- and reading-driven. And it’s our screen- and reading-driven design that needs a reset.
Our whole industry, as I’ve just defined it, needs design that is faster for people who are trying to get things done, for they are our customers and should not be burdened by our institutional surrenders. We need design that is slower for people who are trying to comprehend, for they are our only chance of saving the world.
How can we tell which sites should be faster, and which should be slower? It’s easy. If the content is delivered for the good of the general public, the presentation must facilitate slow, careful reading. If it’s designed to promote our business or help a customer get an answer to her question, it must be designed for speed of relevancy.
Interesting points from Zeldman