Giving UX an edge with anticipatory web design

Anticipatory design is becoming very popular for websites. With the sole aim of making user interactions easier and less complicated, anticipatory website design can easily engage even those customers who have little or no time on their hands to browse through the entire site properly. As such, here are some basic pointers one would need to know about integrating anticipatory design into a website.

Why do we need Anticipatory Design?

visitor to a website

Consider the scenario where a visitor to a website enters information in a form. The next time he visits the same website, he would need to fill out the same form again. And this can happen multiple number of times, frustrating the user to no end.

In the case of an anticipatory design, this inconvenience is removed by allowing the website and the server behind it to retain user information once it is entered once on the website. This way, the next time the user visits the website, his information would already be present in the website and he would be able to browse further with ease without wasting any time.

Companies that benefitted by Anticipatory Design

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Although many recognize it now, anticipatory design has been in action for quite some time now. Here are some brands that benefitted from it as well.

Amazon stored information about its users, including their browsing habits, previous orders and so on. This allowed the retail giant to post recommendations and related items that would attract the user the next time he visited the website.

Netflix uses the same principle to offer you recommendations on movie and television show titles. The website starts storing user information and preferences right from the first visit and uses this information to offer near accurate recommendations for users.

Joining the game

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It is never too early to switch to anticipatory website design. However, switching from the current website to an anticipatory one would need some extra work and effort.

The process would start off by examining the current website and the amount of unnecessary design elements it features. The next step would involve either getting rid of these design elements completely or tweaking them to streamline the choices visitors get when visiting a website. Removal of excess, unwanted data would automatically lead to more space of a meaningful design and the feasibility to store user information for future recommendations.

Another important hurdle website designers would need to cross would be in relation to the number of difficulties users face when moving through a website. This can be best understood by viewing the website like a user instead of the designer. Each page would need to be carefully scrutinized to see where the user faces the most hurdles and where a single recommendation can effectively replace a few alternatives. Answering all these and other similar questions will allow one to achieve an anticipatory website design in no time at all.

Anticipatory website design is gaining popularity. Anticipatory websites have more benefits than standard websites, and in the process, enjoy better user experience than their standard counterparts.