Have you ever procrastinated on some website? Why that one?
I'm not a biologist! But I know that dopamine is a neurotransmitter that makes you feel good. It's released when you eat, when you exercise, and when you're in love. It's also released when you're pleasantly surprised.
Games are great at this. And not just when you complete a level. Every move, every bounce feels satisfying - or people don't play.
I call this the Dopamine Loop:
How can you go beyong the user's expectations in web design?
Some pointers:
Expectation: When a user hovers over a link, they expect some kind of feedback.
Going beyond: The link slides, bounces or a playful underline grows from the middle.
Expectation: When a user hovers over a button, they expect some kind of feedback.
Going beyond: The button lifts up using a beautiful shadow effect.
But we can do more.
Not every part of a website carries user expectations. With playful surprises, users explore every part of the page.
For example:
It's work to go the extra mile. But when you do, your users remember. And they come back - even when they don't need to.
The same concepts apply to copywriting. A good text takes the user on a journey where they value each step. The more often the user learns something, the more joyful the copy: leave out filler words.
Design micro details carefully. Playful elements must never interfere with ease of use. And too many animations can slow down your pages. Your website needs to match your brand. If you're not sure about adding a micro detail, it's best to leave it out.
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