User Experience Innovation: User Centered Design that Works

Expectations and User Experience

User experience is very much about expectations. Generally, if customers have low initial expectations, then your product can more easily surprise the customers positively (Figure 1-2).

Figure 1-2. Ideal user experience curve with low initial end-user expectations

But for superb products and sustainable brands, you actually want the customers to have high expectations. High expectations basically mean that you can charge more for your products. If you manage to build up high user expectations for your products, however, then you need to match (or ideally, exceed) these expectations for your next product. Not ...