We’ve sorted the UX. How about the EX?

I think I can stick my neck out and say that *most* web industry professionals are pretty solid on user experience these days. The heuristics of web usability have become engrained in our brains over the years. When planning a site we usually reach consensus on discussions around interaction touch points and navigation hierarchies very quickly and get on to writing the next user story.

It wasn’t always like this. I can remember observing, and even occasionally conducting, usability tests on site prototypes and early design mock ups as recently as three years ago. It all seemed a bit low rent TV police drama but it worked. Voice and face recording, one-way mirrored glass observation rooms, scripts and lists of questions. A really compelling way to settle arguments between clients / developers / account management / designers.

After doing this tens and tens of times you start to get a good understanding of how people approach looking for stuff on a site. The natural gravitational pull to the top right when looking for search. The twitch of the hand to point the mouse to the top left of the screen when wanting a home link. All quite predictable.

I know there are still shocking usability examples out there on the web. In the same way that you’ll always get crap food in some restaurants and shonky service from estate agents. There will always be room for user testing on some level.

But I think there may be a new avenue to explore. What about the emotional experience of using a site? How do we measure this? Is there any form of measurement for something so intangible?

Following on form Isaac’s post about surprise and delight in service and product design, what are the metrics for a great emotional experience online? Just having a site that is easy to navigate is one thing, but what does joy look like? Is it the measure of ‘OMGs’ in Twitter mentions with bit.ly links?

In short, what are the things that make a ‘normal’ web user love a site? Content, conversation, dripping with smooth jQuery loveliness? What do you think?