Chapter 5. Remember the Invisible Features

When a user first experiences a product you’ve designed, that person can easily see the colors you’ve chosen, the letterforms of the typography, and the crop of a photograph. She sees a thoughtfully placed button that encourages action and suggests the benefit she will receive by interacting with the button. These elements are visible. They’re obvious.

However, some other elements of a product design can’t be seen. I call them invisible features. They aren’t easily detected, but they are essential to the success of your product and the quality of its user experience. Invisible features are as important as those features you can see—sometimes more so—because of the emotional impact they have on users. ...

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