WOW – A practiced and perfected design process Part 1 – Uncovering the merit of UX design to projects | HPE Developer Portal
In recent years, the word "WOW" has appeared in almost every digital brief. "We want a website that makes a statement," "something modern," "a wow effect from the moment you arrive." While the initial intention—to make an impression, stand out, and create emotion—isn't bad, a question often arises from a UX perspective: what exactly is it serving?
The WOW factor as the new promise of design
Today, interfaces all look alike, and trends quickly fade. Design then becomes a mere tool for seduction: animations, narrative scrolls, and micro-interactions take precedence over functionality. We end up admiring the website more than using it.
Design has always played an emotional role, which isn't a problem in itself. However, the shift occurs when thevisual effect becomes the main objective, and no longer the means. We are no longer seeking to meet a need, but to provoke a reaction. Yet this reaction, however strong, guarantees neither understanding, nor support, nor use.
When appearances take precedence over function
In practice, the signs are often the same: users who don't know where to click, simple navigation paths that become confusing, or messages buried behind effects. The result? Websites that look "beautiful" but are tiring to use.
"The 'wow' factor captures attention, but doesn't always guide it. It can impress... then give way to frustration."
In these situations, UX is sometimes relegated to a finishing role: making what has already been decided look pretty, rather than questioning the substance. User testing becomes optional out of fear of "ruining the effect," and feedback from the field is not always followed. And yet, the real experience begins after the first glance.
Example: Apple, when WOW slows down the lens
apple.com
Apple's product pages are true demonstrations of UI: fluid animations, masterful storytelling, impeccable presentation. Scrolling becomes an experience in itself.
But in reality, many users don't read. They're looking for a marker, a button, a way to get to the bottom of the page to choose their product. Visual storytelling, designed to create desire, sometimes becomes a hindrance when the intention is already clear. This is a common tension in UX: the WOW effect captures attention, but does not always adapt to the immediate objective of the user.
What we forget when we try too hard to impress
For the user, an interface doesn't need to be memorable to be effective: it needs to be understandable, reassuring and fluidWhen it's working properly, you hardly notice it.
From a brand perspective, the risk is real: a website that's difficult to use damages credibility, hinders adoption, and leads to abandonment, even if it's aesthetically pleasing. The "wow" factor then becomes a firework display: impressive, but fleeting. For the teams, this imbalance creates a silent frustration: knowing that something isn't working, without always being able to make it known.
Reconciling aesthetics and functionality
Pitting WOW against UX would be a mistake. The challenge is to reconcile them. User-centered methods make it possible to understand real expectations, to test and to adjust.
The goal is not to smooth out the interfaces, but to ensure that Every choice makes senseAn animation can enhance understanding, a staging can support a message, and an emotion can accompany a journey. The difference lies in the intention. When design serves a clear purpose, emotion becomes a lever and not a smokescreen. The real WOW effect then appears later: when the user comes back, recommends, adopts.
Example: Stripe, when WOW serves UX
Stripe.com
Conversely, Stripe offers a strong visual universe: subtle animations, polished illustrations, elegant transitions, but the WOW effect remains discreet and controlled.
The difference lies in the user journey: from the very first screens, the user understands what the service does, who it's for, and what action to take. Visual storytelling supports understanding without ever slowing down access to information. Here, aesthetics don't distract from the objective. It strengthens it.
The role of the UX designer in the quest for WOW
In this context, the UX designer shouldn't reject the "wow" factor, but rather question it. It's about transforming a vague request into a concrete objective, adding nuance, and getting users to speak up to move beyond subjectivity. It's about accepting the constraints and brand challenges to find the...balance between desire for differentiation and reality of use.
Conclusion: Redefining the true WOW effect
What if the true WOW effect wasn't the one that impresses on the first scroll, but the one that requires no explanation? A site that is effortlessly understandable, where the navigation flows naturally and the interface gives way to the content.
In a world saturated with stimuli, Simplicity becomes almost radicalUX, discreet but essential, remains one of the best ways to achieve this.
Want to delve deeper into this topic? Check out our other articles on the UX-Republic blog, such as our analysis on Tamagotchi and emotional UX design.
Axelle Hervé, Product & Research Designer
