(You can read the full version of this article in the latest edition of GfK TechTalk here.)

Pleasure for its own sake is becoming as crucial to the effectiveness of digital operating systems as the fundamentals of UX design. We are seeing a new dimension for UX: discoverability – the joy of discovery for its own sake. Discoverability is about three key success factors: personalized discovery; game-like engagement and viral appeal. This new dimension is about understanding how to engage digital consumers – encouraging them in exploring, finding, trying out – ‘experiencing’ new digital stuff.

User Experience – or UX – has historically been the discipline that has kept technology design honest. When all around them are losing their heads about the next shiny new technology feature, the UX experts are there, soberly insisting that any new design must first and foremost be seen from the user’s point of view. Is it usable? Is it useful?