Developers regularly underestimate any effort they expect from consumers. The coder thinks, “This is easy. Just press the button that says ‘Hello’ and the action happens.” But the user’s experience is more like, “In the middle of the situation, I have to remember which app to open. I  have to scroll through my apps to find it and then open it and then find the screen where it says ‘Hello.’ Too much hassle.”

In short, developers don’t visualize from the user’s perspective. Nowhere is this more critical than with mobile payments. Apple Pay works as well as it does because there is no app to open, no button to click, nothing to remember. The shopper simply holds the phone next to the card-swipe, and the transaction is concluded within two seconds. Finally, some of that thinking has hit Google.

To read this article in full or to leave a comment, please click here