Issue #07

Sent the June 23rd

“Leave it better than you found it.” Bruce A. Nordstrom
Header image its not relevant🌱 Thanks to Rafael Eifler for this issue artwork

Interaction Elasticity


What is elasticity? How does it relate to usability?

Elasticity is an economic term, which measures the degree to which consumers respond to a change in price. What would happen if a famous brand raised its price? Consumers may be highly in love with the brand and therefore their demand may not decrease, "who cares if it's worth it" (if you think about the NPS, it would be the promoters' analogy); here we would be talking about the fact that their price compared to their demand is inelastic, in other words, it doesn't suffer or it suffers such a minimal variation that you can play with this value.

An example would be: I have a pricing of 9€/month with 400 active users, and if I go up to 11€/month the subscription, 20 fall. The curve would be inelastic, it suffers only a small amount.

And the other way around? What happens if we raise the pricing and we lose a lot of users? Using the example above, imagine that we go from a pricing of 9€/month with 400 users to a pricing of 11€/month with 190 users, we would be presented with an elastic curve.



We could say that an elastic curve has many competitors, and that these users could look for other products with the same features, a lower price to the new one, better customer service, or a better user experience, while if the curve is inelastic, the brand is in a niche, has unique features, a very powerful brand, or a very high degree of usability.

What does this have to do with interaction? Well, according to Nielsen (2008), all the parameters that contribute to an improvement in the use of a digital product, reduce the elasticity of the interaction. All the principles of usability, interaction, response time, break this curve, creating a greater commitment to the product, more users will use it, more pages will visit per session and more will convert as a result.

So if all these variables reduce the interaction elasticity, we could reduce the interaction cost and play with this improvement margin to increase the pricing. Improving interaction is an important investment.

But on the other hand, if our curve is elastic, and we sacrifice usability, the curve will be even more elastic, damaging our product in terms of design, usage and revenue.

Articles & Ideas

How to notify users without being spammy
When you force people to do something, they tend to do the opposite of what you want. Especially when they feel their freedom of choice is threatened. Growth.Design
A Cheatsheet for User Interview and Follow Ups Questions
I put together a “cheat sheet that helps write interview and follow ups questions for user research and usability test protocols” Those are fragments of questions to should help you get started writing your own questions. Stephanie Walter
12 ways to fix your user interview questions
Any of these preparations can go wrong, but a bad script undermines all efforts. So, if you haven’t interviewed many people before or you have to delegate interviews to newbies, aim at crafting good questions. Slava Shestopalov
Formative Vs Summative : The User Testing Battle
Both formative and summative testings are so widely different that an argument on which one is more necessary is bound to break out. Jessica Bennett
The MAGIC of Semantic Interaction Design
What was the usability issue that made me feel like such an idiot? It was an action grammar mistake so obvious that I couldn’t figure it out. UX Actions are one third of the foundation for Semantic Interaction Design (IxD) Rikke Friis Dam
How to estimate the ROI of design work
Whenever I mention “quantifying” to our designers at the d.MBA, I hear them say: “I am not a numbers person.” Luckily, you don’t have to be. For estimating design’s business impact, you just need basic math. Alen Faljic
Journey-Mapping Approaches: 2 Critical Decisions To Make Before You Begin
Before beginning any journey-mapping initiative, teams must decide between (1) a current-state or future-state map, and (2) an assumption-first or research-first approach. A hybrid approach for each decision works well for most teams. Kate Kaplan
Information Overload, Why it Matters and How to Combat It
Managing information in daily life is no longer restricted to a wealthy elite but is a problem which faces nearly everyone. Social media, e-mail, webpages, mobile apps, etc. all spill data into our lives daily. Interaction Design Foundation
Management: RICE Scoring Model for Prioritization
Prioritization is a perennial challenge when building a product roadmap. How do you decide what to work on first? Lazaro Ibanez

Products

Hey
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ProtoPie 5.0
The future of interactive prototyping. The next chapter of digital design is here, with productivity boosts that will change the way your team work and how you collaborate forever.

Relate
Design & develop at the same time. Relate is a visual development environment for fast, live team collaboration

Bootstrap 5 Alpha
Bootstrap 5’s very first alpha has arrived! We’ve been working hard for several months to refine the work we started in v4, and while we’re feeling great about our progress, there’s still even more to do.

Almanac Lean Startup Templates
“The Lean Startup” is divided into three parts: “Vision,” “Steer,” and “Accelerate.” Over the course of those sections is the five principles of the Lean Startup methodology

SaaSPlace
Acquire, Invest & Sell SaaS Products, Plugins and Apps

HANDZ - A 3D illustration library
Various hand gestures 👋 12 hands gesture with 9 color skins and 3 variations of sleeves. It is more than 320 combinations of hand out of the box.

TheNews
Read Designer News, Hacker News, Dribbble, Tech Crunch, Github, Product Hunt, Reddit and many more.

Pexels for Figma
Add images to your designs directly from Pexels. Pexels is a free stock photo and video sharing community made up of millions of high-quality photos and videos.

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