Good Visual Design Can Harm User Acceptance

Anthony's Blog

I just had an interaction with an insurance company’s website while shopping for home owner’s insurance. I experienced a very odd feeling of total frustration. I was frustrated with how the site was architected; in other words, it was difficult to get a quote in an easy manner. But what I found to be odd was that the site was no worse, from an interaction architecture perspective, than the other insurance companies I visited before it. The only difference was that this site had much better visual design. This lead me to a hypothesis that, for almost all users, a good visual design increases my expectation of the usability of the site. I expected the poorly visual designed site to be a bit awkward and clumsy. But for the great looking site, I expected it to be easier. This actually lead me to believe the better designed site was much worse.

I…

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