Great UX is invisible. When done right, users do not think about it. When done wrong, frustration drives them away. What separates the best digital experiences from the ones we abandon?
UX is not just about making a product look good, it is about making it work effortlessly. The best digital experiences feel intuitive, guiding users seamlessly from start to finish without frustration.
Many businesses make the mistake of prioritizing features over usability. Without a solid UX foundation, even the most innovative products can fail. Shannen Yu Sapar, co-founder of UX Davao, provides a deeper look into the psychology of UX and what companies must focus on to create meaningful digital experiences.
1. UX is about psychology, not just visuals
“A lot of companies still conflate UX and UI... The common misconception is that UX design is what the product looks like... But UX in itself is more of research, psychology, understanding the psychology of the users, your customers.”
Many companies still confuse UI (user interface) with UX (user experience), assuming that design is all about aesthetics. In reality, UX requires research, user testing, and a deep understanding of human behavior.
2. Transparency builds trust
“Bad design for me is when I try to install an app, and the first thing I see is that it is asking me to turn on notifications... I have not even signed up yet.”
Users quickly disengage when they feel misled. Whether it is unclear payment terms or excessive notifications, bad UX can damage credibility. Companies must prioritize transparency to build lasting user trust.
3. UX Should Adapt to User Behavior, Not the Other Way Around
"We expect that our users have the same level of understanding as us when we are designing the application... And then when we do the testing, we realize or we see that it is not as easy for our users,"
Many companies assume that users will figure out a product simply because it makes sense to its creators. Instead of forcing users to adapt, UX should be shaped around their natural behaviors and expectations.
4. Good UX makes complex technology accessible
“With tech in general, it is quite fast-paced... If you want to be in the loop of what is happening, like new technologies and stuff like that, you need to be consciously updating or trying to upskill.”
Tech evolves rapidly, making it difficult for users to keep up. Shannen emphasizes that businesses must simplify their products for mass adoption. Clear copy, intuitive navigation, and removing unnecessary steps are essential.
5. Cluttered design creates friction
“A good example would be Grab, right?... You install the Grab app and then see that when you install the app and open the sign-up, it's a very easy process to create an account.”
A well-designed product should guide users naturally through the experience. Too many pop-ups, unnecessary steps, or unclear instructions frustrate users and make them abandon a product.
6. Poor onboarding leads to user drop-off
"If I try to use your service and you're already asking a lot from me, then that's like a red flag. I'd be like, oh, this is too much. I'd be a bit wary of using that service."
If a product is difficult to navigate from the start, users will likely give up. Grab’s success, for example, comes from a clear and intuitive onboarding process that does not overwhelm new users.
7. Gamification is effective but must be used wisely
"Maybe a better question would be, how can we incentivize users to finish or to continue using this product without having to give monetary incentives?"
Adding rewards and incentives can improve engagement, but monetary incentives can backfire if not carefully structured. Shopee’s point system, for instance, encourages daily interaction without relying on large financial rewards.
8. UX research is essential for product success
"I've worked with a lot of startups trying to... launch something. They don't do any testing research at all. They go with this idea—oh, I know this would be a hit because I've experienced this myself... and then they launch the product and crickets."
Skipping UX research is a costly mistake. Many startups launch products based on assumptions rather than real user needs, which can lead to failure. Businesses should validate their ideas with actual users before building a product.
9. Users do not think like designers
"As much as possible, just try to remember that we are not our users."
A common mistake is assuming that users will understand a product as easily as the team that built it. Businesses need to conduct usability testing to ensure that features are clear and intuitive.
10. Investing in UX leads to higher customer retention
“If you want your users to trust your product, you need to make sure that it is trustworthy.”
A well-designed user experience keeps people coming back. When users can navigate a product easily and trust its functionality, they are more likely to stay engaged and recommend it to others.
Final Thoughts
User experience is not just a design feature, it is a business strategy. Companies that invest in UX research, transparency, and usability will build better products and stronger customer relationships.
