No options

Published on June 27, 2016

No options

    Case: be sure to give the person the wheel - goes to the dustbin of history. Traction to constant control over what is happening, total distrust of machines and algorithms - is gradually dying off.

    Children and young people, already brought up on cartoons with talking cars and airplanes, are subconsciously ready to recognize not only the intellect superior to the human, but the real mind and even the soul (endowed with goodwill - these are cartoons). And recognizing this subconsciously, feel the willingness to delegate to the smart machine everything that takes time or causes difficulties for themselves.


    Flour choice

    Few things in the world also impede and expend moral strengths, like the agony of constant choice. Choice including inside the interface when interacting with any information system. The choice of goods or services, further actions or photo captions - this all takes away our time and effort every day. The generation of those born in the last century cannot yet completely entrust the selection of the optimal purchase with fully and fully existing intellectual systems, thereby constantly fanning the bubble of the marketing and marketing business to unimaginable values. But the people of the new millennium are already able to calmly delegate the entire routine of busting possible options to a machine algorithm without any moral torment.

    The first to guess about the revolutionary changes in the psychology of generations was YouTube, making the launch of the next video automatic, without asking the user once more, without even getting him an extra choice. Perhaps you personally still do not like it? And your children are already satisfied - the cartoons are going on as usual, they start themselves, only the advertisements of the father’s “tanchiki” constantly interfere.

    Are you still choosing a gift for your wife on March 8, shoveling hundreds of sites and spending a dozen hours? And your daughter has already heard about startups of the 21st century, where fashion accessories are brought in by subscription, for a while, with the opportunity to try out personally and keep everything you like after the test drive. This is not a choice as such, because a complex algorithm has chosen a whole image for the buyer. For the end user, such an endless supply of ideally selected goods by the store is simply an opportunity to get more fashionable look or funny jokes for the same money.


    Today's wild HYIP around the Nimb security rings is also based on the latest psychological approach to interfaces - the victim doesn’t choose who exactly she wants to send the message to, what kind of emoji with it. The smart system does it all at once. Not far off, a ring to order your favorite pizza in 1 click for those who love “as usual”. One of my friends even argues that the analogue of the marriage ring for men with the secret call of a prostitute / mistress by simply pressing the secret ring once - will blow up the market in a way that no NIMB has ever dreamed of.


    Jokes, but the idea of ​​a button without an interface more and more excites the minds of the most advanced UX-researchers themselves, who are measuring the evolution of user experience and looking for new ways to satisfy it.

    Here are just a few potential options for using a new type of interface with an almost inactive user: A

    car with autopilot, an auto delivery to the house of the iphone model immediately after the presentation, an auto-photographing phone (and automatic tags) - self-taking a photo on Instagram every 5 minutes, thereby creating a chronology each day, which you can look through with your own interest, once again remembering all the events and people you encountered during a difficult day.

    Sell ​​ticket correctly

    In order to illustrate once again, what business is waiting for today from modern interfaces and algorithms, I’ll tell you about the saying of one of my acquaintances: “Speaking about anything, always sell a ticket there”.

    Suppose a person is only briefly interested in announcing an upcoming organ concert or out of boredom read an article about Ancient Greece - and now, a modern business wants the user to drop a ready-made ticket to Athens or to the philharmonic on the mail or messenger right now the desired date. Not complimentary. not marketing spam with “hooks” - but a finished ticket, which is left only to be redeemed at any time, after which the place will be booked.


    The man listened to the song in the player - and immediately received a pdf-ku with the opportunity to attend a live concert of this group of such and such date. Liknul photos of a friend from Spain - and in the evening the courier brought a passport with an open visa - no matter how fantastic it sounds, but interactions are expected at this level from designers here and now.

    Business and technology are already ready for this, only the design of our outdated interfaces lags behind.


    Creating a modern interface, get rid of the thrust to give the levers of control of each step to the user tortured by the buttons and checkboxes. Minimize any interactions: confirmations, choices and all sorts of settings, just give the person a full-fledged virtual manager of all his projects and everyday affairs, which many are psychologically ready to rely on.

    For the first time in the history of mankind, artificial algorithms are ready to fully replace most of the most complex operations that people have previously spent their entire lives on.