UX & The Cult of Wow(!)
From the “Harsh Realities of UX Maturity” series from The World of UX podcast
Introduction
The user experience (UX) field is a dynamic domain. At its core, however, most (if not all) of its key principles remain constant. One of these enduring truths is the importance of UX maturity. In a recent episode of The World of UX podcast, I discussed the nuances of UX maturity and the disturbing trend I call the “Cult of Wow.” This blog post will distill key insights from the episode to explore how UX maturity impacts the effectiveness of user experiences.
Understanding UX Maturity
UX maturity is a concept many are familiar with, but few truly understand in depth. Generally, conversations about UX maturity revolve around how it is perceived, respected, and supported within organizations. While this external perspective is important, it represents only a fraction of what UX maturity entails. There is also personal UX maturity, maturity concerning specific initiatives, the maturity of team members, and broader discipline-wide maturity. Each layer of maturity contributes to the overall trajectory of UX initiatives and to the organization’s success in effectively implementing UX principles.
The Cult of Wow
A central theme in this episode is the “Cult of Wow.” In UX, delight is often cited as a primary goal — aiming to provide users with experiences that are seamless and fulfilling. However, there’s a growing misinterpretation that has transformed “delight” into a need to evoke “wow” moments. Yet, true UX mastery understands that good UX is often invisible. It’s about ensuring users achieve their goals without friction, not about dazzling them with flashy designs or gimmicks that obscure (or distract from poor) usability.
The Dangers of Prioritizing Wow
Transforming delight into "wow" can be risky. Historical lessons, such as those from the dot-com bust, illustrate how prioritizing aesthetics over usability can lead to spectacular failures. Hood recounts how companies focused on creating sensational website introductions using Macromedia Flash and other attention-grabbing elements. Despite the initial excitement, users were unable to perform their intended tasks, leading to widespread disillusionment and the eventual failure of many sites.
Case Study: A Personal Story of UX Maturity + Wow Gone Wrong
Here’s an example of a UX project doomed by low UX maturity. My task was to redesign part of a website. However, internal stakeholders, demonstrating low UX maturity, insisted on flashy redesigns instead of meaningful architectural improvements. This disconnect led to a disjointed user experience — a “Frankenstein” mix of mismatched design elements.
Despite my attempts to introduce wireframes to clarify the intended user flow and architecture, the stakeholders were not on the same page. Consider the following happenings:
- The team never got a download about the recommendations from me AND presented them to the external client without understanding the supporting strategy
- They claimed to have understood what wireframes were and their purpose
- They came to the table with solutions, instead of requirements, and (passively) demanded alignment with their non-UCD ideas
- They presented 1–2 ideas from several different websites, desiring they all be meshed together, not knowing that this results in producing said “Frankenstein” experience
- They wanted to copy approaches from other sites, failing to understand when and where those examples presented less-than-optimal microexperiences
Upon seeing the wireframes, the stakeholders talked about being “bored” by the wireframes. They “weren’t impressed.” They “weren’t excited.” BUT, they also had extremely low UX maturity levels, didn’t understand the purpose of the wireframes, and dismissed the effort, because they weren’t sensationalized.
The team decided to go their own way and do their own thing. The user-centricity that was presented was rejected in favor of a hubris-based approach that did not incorporate the associated mental models — something that would have been part of a more UX maturity-led effort.
Needless to say, the initiative failed. Their preference for immediate visual satisfaction and design hubris overshadowed core UX principles, ultimately leading to customer and potential customer dissatisfaction. The amateurish and whimsical effort also resulted in significant technical debt, unnecessary rework, and a detrimental impact on the brand—all contrary to the benefits of a proper UX-led effort.
The Path Forward
To combat the prevalence of the Cult of Wow, it’s critical to align teams around true UX maturity. This involves embracing professionalism and emotional intelligence within teams. Professionals in UX must strive to educate stakeholders and colleagues on the value of subtle, seamless user experiences over superficial wow factors.
Conclusion
In conclusion, generating a “wow” reaction is NOT sustainable. Yes, someone may be excited within a given moment, but that same “wow” dissipates quickly, especially as users concentrate more and more about the things they’re trying to accomplish.
Remember, design is a science, even with the associated aesthetics factors. Though aesthetics have their place in UX, they should never overshadow functionality, their task-centricity, and user-friendliness. The goal should be to create delightful experiences that effectively meet user needs, ensuring positive interactions without seeking to impress with unnecessary flair.
By revisiting foundational principles of UX, such as understanding user needs and fostering high UX maturity, professionals can pave the way for a future where exceptional user experiences are the norm, not the exception.
P.S.
After this episode aired, someone contacted me and asked, “What data do you have to support this?” I love someone else’s response to that question and will share. Another person said “With 30+ years of experience, YOU ARE THE DATA!!!”
It was pretty obvious that the person who asked the question didn’t really listen to the episode, as I shared a lot of examples that prove the dangers associated with the “wow” mentality. UX is NOT about “wow.” It’s about marrying user needs, business needs, and constraints. People have goals they’re trying to accomplish and being “wowed” isn’t one of them. When people want “wow,” they can go to an amusement park or watch a movie. ;-)
Interested in watching or listening to the associated podcast episode?
About Dr. Darren
Dr. Darren Hood is a 30+-year UX practitioner with a broad professional footprint across B2B and B2C operations and holds a Ph.D. in Educational Leadership. In addition to serving as a UX manager, individual contributor, and freelancer in the business world, Darren is serving or has served as an adjunct professor at Michigan State University, Champlain College, Brandeis University, Lawrence Tech University, Kent State University, UCLA, and Harrisburg University. He is also one of the authors featured in “97 Things Every UX Practitioner Should Know.” He also regularly speaks at conferences and mentors people worldwide.
You can hear more from Darren by visiting the KaizenUX Medium blog landing page, the KaizenUX YouTube channel, or by listening to The World of UX with Darren Hood wherever podcasts are available.
Visit KaizenTees to check out my UX ≠ UI merch.
Note: This blog post marks my foray into using AI to transform podcast episodes. It was generated with the aid of Descript’s AI functionality.
