The Power of Common

At the beginning of making advertising on the product, I often thought the design that I made must be known by the users, so I always make every attempt to make hints in the advertising so that the users would know it. But after that, I realize that except those who also make advertising, the users do not pay attention on it, which is so depressed. Then some new entrants shall comment me that this interaction is great, the form of the navigation is special, this is innovative. At first, I was always complacent, thinking that someone knew what that was. But, after observing the operation of the users secretly, I was overwhelmed that nobody would do what you imagined. In your eyes, there was no user, but just the design. Your coworkers were not your users. Then, gradually, fewer intentional designs are in my product, and even though there are designs, I shall not tell the users on purpose. After observing the users secretly, it the users are not satisfied with it, I will cut it out immediately. Gradually, I begin to think about the other things, like how to tell a good story, show to design the feeling of substitution, and how to help the users solve the problems more fluently by means of close and common ways.

I tell my cooperated designers and researchers that we do not design something, but help the users achieve their target, especially online webcam, the key is that the users just require the formwork and tool to make a banner so as to achieve their target.

All excellent products that we see must be showed with a common and close to our life way, which is a design, a real design. How depth the presentation depends on how depth the cognition to the origin of the product is. When you are getting close to this depth, you will realize more that the brilliant beautifications are not necessary. A common way is enough to show the core.