The High Expectations of User 4.2


Today’s user (let’s just call them User 4.2) is autonomous, curious, unique, and, for the most part, enjoys interacting with websites. 


User 4.2 wants to affect change, even if it’s superficial (colors/ shapes/ size).


User 4.2 recognizes common symbols, as well as signposts. They know that a symbol will likely produce options, and they are prepared to proactively engage in their user journey. 


While devs (and everyone’s a dev nowadays) have mastered  the logic of “restrictive choice,” User 4.2 insists upon being plural.


They are used to, and almost patient about, systematic improvement. Agile development, innovation and sites in flux are viewed neutrally, and often with anticipation.