Wasn't Expecting That - The Surprise Effect

AirBnb rolled out some key changes to their business this week - Services and Experiences. As part of this, they rebuilt the app and added some fresh new iconography. A bit of a throwback to the skeuomorphic days but with a modern touch.

Here's an example of the icons in motion:

The Surprise Effect

Little touches like this aren't just nice add-ons, they're clever in the impact they have on users.

The Surprise Effect tells us unexpected stimuli can capture attention, increase emotional response, and improve memory retention.

Surprise can disrupt patterns and expectations. Here the icons disrupt expectations. Normally you'd expect a slight change to the icon, but not for it to move like they do in such a nice way. 

This disruption taps into cognitive processing and emotions making the experience - and AirBnb - more memorable. And in many cases, more shareable. 

Low Expectations Moments for the Surprise Effect

What works so well for AirBnb is it's in a low-expectation moment.

Most apps' attempt at nailing surprise is in a predictable spot:

• Just finished onboarding
• Submitted a form
• Completed a goal. 

While not bad, it's a bit predictable and may not have the intended effect. 

Low expectation moments work extremely well for the surprise effect. It's a great way to push your UX.

When you're navigating through and app, tapping tabs, you don't expect to be met with a motion design that's beautiful like this. 

It works super well for the design and UX. 

Takeaways

Surprise and delight is a good thing to attempt in your app. Don't overdo it. Instead, opt for these low expectation moments that could work well.

// Coleman