Why Award-Winning Design Sometimes Frustrates the People It Was Meant to Serve “It looked amazing—until I tried to use it.” We’ve all been there. A sleek app with stunning colors and animated transitions... that takes 7 taps to complete one action. A high-end coffee machine with no labeled buttons. A futuristic interface that feels more like a puzzle than a product. This is the dark side of beauty in product design. It’s the  Pretty-But-Useless Trap . In the age of Dribbble s

I see and hear many CX professionals with great intentions when it comes to improving touchpoints in the customer journey and the...