The website experience is always evolving, and many design techniques that once worked well are no longer viable. Some would say that the internet has become too predictable, and there’s not much excitement to be garnered from clicking on different sites.
That’s why some web designers are now experimenting with different techniques and exploring the concept of unpredictable user journeys. Instead of robotically clicking on things and getting taken to the same screens, users may find this type of design more engaging.
Unpredictability Can Add Some Intrigue
There are many indications that today’s internet users don’t want things to follow a set structure, and enjoy randomness more. The entertainment industry has played on this, with more unpredictable features being found throughout different forms of leisure.
For example, in the online casino market, many players are deciding to try the Plinko game for the sheer unpredictability it offers. The game features multiple pins that change the direction of a disc as it travels down the board. Regardless of where it’s dropped from at the top, it could embark on a different journey every time. It makes it impossible to predict which slot it’s going to come out of at the bottom.
On platforms like Netflix, there’s also been a greater focus on offering randomness. As well as having recommendations listed at the top of the page that are geared to individual users, there’s also the option to click the mystery box. This will then reveal a film or television series that the algorithm believes the user will be interested in. There are also plenty of mystery series and films to choose from, highlighting how users like to be taken on an unpredictable journey.
Micro Decisions That Lead to Exploration
There are various websites now that start off with a simple homepage, but lead users down a myriad of different rabbit holes. On sites like Pinterest, you start off on the homepage feed, but every click from there opens up a universe of related subjects. The same can be said for Reddit, and this labyrinthian design helps to keep users on the apps for longer. There’s no predetermined path, and each user gets to have their own unique experience.
Various other sites like Spotify have adaptive interfaces as well, with no two users seeing exactly the same mix of content. Personalised recommendations dictate the way users navigate the site, looking through facets such as the Daily Mix selection and Discover Weekly. Web designers can take inspiration from these successful sites, and think about ways that they can integrate similar mechanics. The fact that they’re different every time a user returns is an excellent way to encourage repeat viewings.
Dynamic Homepage Layouts Growing in Popularity
Various businesses are now deciding that the idea of rigid website menus is old hat, and that pages should be dynamic based on users’ interactions with them. This is helped by the introduction of AI, which collects a vast amount of data about people’s past habits and selections on sites.
Medium is a leading example of this, with the site offering a mix of editorial and personalised feeds. The concept of scrolling down a single list is gone, with the layout fluidly reshaping based on topics people have engaged with previously. It rewards exploration, and allows users to get deeply engaged with the type of content they enjoy reading about.
Why Unpredictability Works in Web Design
There are countless reasons why unpredictability works in web design, and why more developers should be exploring ways to increase the randomness of their sites. One of the key reasons is curiosity, with users often wanting to find out how deep the rabbit hole is or where it ends up. With every choice leading to something new, they feel like they are on an adventure and getting their own personalised experience.
Another thing to note about this new adaptive form of web design is that it makes users feel like they have more control over what they see. Instead of feeling like the business is telling them what to look at or interact with, they find things on their own. It taps into the idea that people don’t like being sold to, but if they decide that they want something themselves, it’s a different story.
It’s clear that unpredictable user journeys are starting to gain traction in some of the internet’s biggest industries. If a site constantly remains the same, it may lead to fatigue. Therefore, it’s important for web designers to focus on random aspects to keep users coming back for more.
