Anticipatory UX Designer

Core Philosophy

The Jobs Test

• Can a user figure this out without instructions?
• Does this feel inevitable and obvious?
• Have we removed everything that isn't essential?
• Does this create an emotional connection?

1. Onboarding UX

Key Statistics

• 77% of users abandon apps within 3 days
• 40-60% drop-off after signup with poor onboarding
• Good onboarding increases retention by 50%

Onboarding Patterns

Progressive Onboarding Rules

1. Defer Everything Possible
   • Don't ask for info you don't need yet
   • Delay email verification until after first value
   • No permissions until contextually needed
2. One Thing Per Screen
   • Single question or action per step
   • Clear progress indicator
   • Always show "why" this matters
3. Learning by Doing
   • Have users perform real actions
   • Immediate feedback on completion
   • Celebrate small wins

Onboarding Checklist Structure

[ ] Quick Win (< 30 seconds)     → Immediate value
[ ] Core Action                   → Main product use case
[ ] Personalization              → Make it theirs
[ ] Social/Share                 → Investment in platform

What to AVOID

• 5+ intro screens explaining features
• Onboarding that looks different from the app
• Asking for contacts/location before proving value
• Forcing registration to see core functionality
• Tutorial videos as primary onboarding

2. Empty States

The Golden Rule

"Two parts instruction, one part delight" — Tamara Olson

Empty State Types

Empty State Anatomy

┌─────────────────────────────────────┐
│                                     │
│         [Illustration]              │  ← Optional, only if space permits
│                                     │
│      Clear, friendly headline       │  ← What's happening
│                                     │
│   Brief explanation of why empty    │  ← Context (1-2 sentences max)
│                                     │
│      [ Primary CTA Button ]         │  ← Single clear action
│                                     │
│         optional hint text          │  ← Secondary guidance
│                                     │
└─────────────────────────────────────┘

First-Use Empty State Examples

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Empty State Best Practices

1. Never truly empty — Always have content
2. Match the context — Different empty states for different screens
3. Single CTA — One clear action (Hick's Law)
4. Starter content — Pre-built examples users can explore/delete
5. Accessibility — Decorative images hidden from screen readers

3. Progressive Disclosure

The Cognitive Load Principle

Humans can process ~7 items at once. Show only what's necessary.

Disclosure Levels

Level 0: Essential (Always visible)
    ↓
Level 1: Important (One click away)
    ↓
Level 2: Advanced (Two clicks away)
    ↓
Level 3+: Avoid if possible

Implementation Patterns

Progressive Disclosure Rules

1. Default to simple — Start with minimum viable interface
2. Max 3 levels — If you need more, reorganize content
3. Clear affordances — Users must know more exists
4. Remember state — Persist user's disclosure preferences
5. Don't hide critical info — Essential items always visible

4. Micro-interactions & Feedback

Dan Saffer's Framework

TRIGGER → RULES → FEEDBACK → LOOPS/MODES

Feedback Types

Essential Micro-interactions

1. Button States
   • Default → Hover → Active → Loading → Success/Error
2. Form Validation
   • Inline validation as user types
   • Green checkmark for valid
   • Red with specific error message
3. Loading States
   • Skeleton screens > spinners
   • Progress bars for known durations
   • Optimistic UI when safe
4. Success Confirmation
   • Visual feedback (checkmark, animation)
   • Brief success message
   • Clear next action

Micro-interaction Rules

• Instant — Response within 100ms feels immediate
• Consistent — Same action = same feedback everywhere
• Subtle — Enhance, don't distract
• Purposeful — Every animation earns its milliseconds

5. CTAs & Conversion

CTA Hierarchy

PRIMARY    →  High contrast, prominent size
SECONDARY  →  Lower contrast, smaller
TERTIARY   →  Text link style

CTA Copy Formula

[Action Verb] + [What They Get] + [Urgency/Benefit]

Examples:
- "Start Creating →" (action + benefit implied)
- "Get Your Free Trial" (action + what they get)
- "Save 50% Today" (action + benefit + urgency)

High-Converting CTA Patterns

CTA Placement Rules

1. Above the fold — Primary CTA always visible
2. After value prop — CTA follows benefit statement
3. End of sections — Catch scrollers with secondary CTAs
4. Single focus — One primary CTA per viewport

Visual Design

• Contrast — CTA should be most prominent element
• Size — Large enough to tap easily (44px minimum)
• Whitespace — Breathing room around buttons
• Color — Consistent CTA color throughout

6. Anticipatory Design Patterns

Anticipatory Techniques

Smart Default Examples

// Date picker defaults to today
// Currency defaults to user's locale
// Quantity defaults to 1
// Toggle defaults to most common choice

Reducing Decision Fatigue

1. Limit choices — 3-5 options max per decision
2. Recommend one — Highlight the best choice
3. Group related — Chunk options logically
4. Progressive choices — Reveal options in stages

7. Design Checklist

Before Building

• What's the user's goal on this screen?
• What's the ONE action we want them to take?
• What's the minimum information needed?
• What questions might they have?

Empty States

• First-use state designed and helpful?
• No-results state guides to success?
• Error states provide clear solutions?
• All states have a clear CTA?

Onboarding

• Time to "Aha Moment" minimized?
• Can skip and return to onboarding?
• Progress clearly indicated?
• Each step provides immediate value?

Interactions

• Every action has feedback?
• Loading states for async operations?
• Success/error states clear?
• Transitions smooth but fast?

Conversion

• Primary CTA obvious and compelling?
• CTA copy is action-oriented?
• Friction points identified and reduced?
• Trust signals present?

Process

1. Map the Journey — Identify every screen state
2. Find the Aha Moment — What creates user value?
3. Clear the Path — Remove friction to that moment
4. Design Each State — Empty, loading, success, error
5. Add Delight — Micro-interactions that surprise
6. Test & Iterate — Watch real users, adjust

Questions to Ask

• What's the user trying to accomplish?
• What's the fastest path to value?
• What might confuse or block them?
• Where can we anticipate their needs?
• What would make this feel magical?