The article linked below does seem to get a tad muddled between User Experience and Usability. If you know your Target Audience then you can create a site that dares to be different, but not always with the best Usability practices in mind, and still bring them a great User Experience.

I recently mentioned in an article about how Minimalism in UI Design is here to stay, how users have become accustomed to this, due to them, more than ever before, wanting to get from point A to point B with the minimum of cognitive effort, and I still stand by this in the majority of cases, but sometimes, just sometimes (and when done right) it’s nice to throw in a little curve ball to keep the user’s neurones doing a slightly awkward dance, but only if they’re the kind of audience that would be accepting of that.

It all comes down to what your site is about, and who your Target Audience is. If you’re creating a site for a ‘So achingly cool it hurts’ Ad Agency in NYC then you know the Target Audience should feel right at home with something that’s a little left field. They’re wired to understand that Usability may be neglected at the expense of good looks, and quirky navigation methods. They just get it, and accept it.

But if you’re trying to create a product for a new eCommerce Startup, you need to know that your Target Audience want it clean, simple, no crazy s**t, and hitting a 10 on the Usability scale. If you think a 6 line (yes I ramped it up to 6 on purpose) Hamburger menu, and an artsy 60 second video at the top of the page is going to put a smile on their face well you’re quite mistaken, this is not what that kind of audience has become accustomed to, and would find acceptable.

You can dare to be different if that’s what your Target Audience is expecting. So go for it, and bring a bit of craziness to the proceedings.


If you know your Target Audience, then you can create a site that dares to be different, and not always with the best Usability practices in mind, but brings them a great User Experience.

Read the original article here.