TUT #33: The Doorway Effect, What is DesignOps and Getting users to use your product less (!)

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The Doorway Effect explains why it’s so easy to lose track of our original goal when we change environments – like walking through a door. This phenomenon occurs when our attention moves between levels, reflecting how our memories rely on the environment we’re in. Good tidbit to keep in mind when designing user flows, for anything that takes a user OUT of that flow – an required email confirmation for example – can lead to a significant drop off in user engagement.

  • Highlight: “Our brain organizes our goals into a hierarchy of actions – but even the simple act of walking through a door may cause us to lose track of our plans… (because) we change both the physical and mental environments, moving to a different room and thinking about different things. That hastily thought up goal, which was probably only one plate among the many we’re trying to spin, gets forgotten when the context changes.”


There’s a new design niche called DesignOps, short for “Design Operations.” As design teams grow, the processes around managing design projects, toolkits and teams also get more complicated. If you come

  • Highlight: “There’s DesignOps-the-mindset, and there’s DesignOps-the-role. Every design team with more than 1 person needs some form of DesignOps thinking, simply because you want to make sure designers are not working in silos. If you’re looking for higher quality and efficiency in your design process, it’s important that your designers share the same tools, templates, and workflow”


Speaking of DesignOps, popular design handoff tool Avocode just released a huge V3 update. I see developments like this as positive steps towards a future in which we don’t just have seamless design handoff, but no separation between design to code. Bringing some fierce competition to Zeplin, a similar tool.

  • Highlight: “Pixel checker is a new tool in the Inspect mode which allows you to expand the design in a separate transparent overlay to check it against the coded result. This feature can help you align your pixels and code the design just as beautiful as the designer created it.”


What do you do when users use your product a *little* too much? PAX, wildly popular vape pen company, has recently introduced new features to help users not smoke too much. It’s a rather interesting case study on how to design self-regulation as part of a product experience.

  • Highlight: “Session Control is a single screen in the Pax app that lets you choose two simple options: You decide the temperature of your vape. And you choose, from a basic menu, if you want to inhale micro, small, medium, or a large amount while you vape. These settings are saved to your device like invisible training wheels to vaping.”

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🏁Career Coaching Corner: Are you re-entering the job market after a long time? Explaining the “employment gap” can be a tricky and frustrating process.

Apart from creating a functional resume that emphasizes experience over specific dates, consider bucketing freelance work, self-employment and side projects under one continuous “work experience.”

Keep learning,
Oz, founder @ UXBeginner, instructor @ UX School

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