Usability is not just about efficiency and saving time. It is about exploring, learning, and enjoying the journey.

"Efficiency" has long been a primary goal to measure usability. We often measure usability by how quickly and easily users can complete tasks. The faster, the better—right? While speed is important in many contexts, it’s worth asking "Is time the only measure of success in user experience?"

Humans sometimes relish taking time with tasks. Whether it’s lingering over a cup of coffee, spending hours on a creative project, or taking a scenic walk, the process itself can bring satisfaction, discovery, and joy. So, why do we often design digital experiences that prioritise speed above all else? Couldn’t we also design for users who want to explore, learn, and enjoy the journey—without racing to the finish line?

What is the Psychology behind task engagement?

To answer this question, let’s look at some key psychological theories about how humans engage with tasks.

One important concept is,

Self-Determination Theory (SDT)

SDT is developed by psychologists Edward Deci and Richard Ryan. SDT highlights three core needs that drive human motivation,

• Autonomy: The need to feel in control of one's actions and decisions. Autonomy refers to having the freedom to choose and act according to one's preferences and values. In UX design, autonomy can be supported by offering users options and flexibility in how they interact with a product.
• Competence: The need to feel effective and capable in one’s activities. Competence involves mastering new skills, overcoming challenges, and achieving goals. This can be supported in usability by designing systems that provide clear feedback, achievable tasks, and opportunities for users to develop their abilities.
• Relatedness: The need to feel connected and belong to others. Relatedness involves experiencing meaningful relationships and feeling a sense of community or belonging. In the digital space, this can be encouraged through social features, collaboration tools, or interactions that foster user engagement and community building.

People feel more engaged when they have control over how they approach a task. When we give users the freedom to explore at their own pace, they often enjoy the process more. It’s the difference between rushing through a mandatory task and savouring an activity on your own terms.

Flow

Psychologist Mihaly Csikszentmihalyi’s concept of flow adds another layer to this discussion. Flow is a state of complete absorption in an activity, where time seems to disappear. This is when the task is challenging enough to keep us engaged but not so difficult that we become frustrated. In this state, users are not concerned with how long a task takes—they’re fully immersed in the experience.

These theories suggest that users don’t always want to rush through tasks. Sometimes, they want to explore, learn, and enjoy the process, and we can design for that.

Designing for Exploration and Learning

So, how can we apply these psychological principles to UX design? One way is by rethinking how we define “success” in usability. Instead of focusing solely on task completion time, we can design for experience quality. Here are a few strategies,

1. Encouraging Exploration: For tasks that involve creativity or learning, provide users with the space to explore. Take apps like Duolingo or creative tools like Adobe Fresco. These platforms encourage users to try new things, experiment, and make mistakes. Users aren’t in a race to finish quickly—they’re in a space to learn and grow. Offering hints, creative prompts, or alternative ways to solve a problem can turn task completion into a rich, exploratory journey.
2. Designing for Autonomy: Users appreciate autonomy in how they accomplish tasks. For example, in a project management tool, some users might prefer using pre-built templates for quick results, while others might enjoy crafting their workflows step by step. By providing multiple pathways to achieve the same goal, we allow users to take control of their experience, catering to both efficiency seekers and explorers.
3. Fostering Flow: To design experiences that allow users to achieve flow, and think about balancing challenge and skill. Tasks should be engaging but not overwhelming. Consider gaming environments or interactive tutorials where users are gently guided to discover new techniques, without the pressure of time.

Let’s take cooking apps as an example. Many apps prioritize speed by offering “quick” recipes, promising meals in under 20 minutes. But for some users, cooking is an activity they savour. They may want to explore new techniques, read about the history of ingredients, or experiment with complex recipes. For these users, the journey is as important as the result. Apps like NYT Cooking or Tasty not only focus on efficiency but also offer rich content that allows users to enjoy the process of cooking itself. Here, speed is not the primary metric—satisfaction and learning are.

The Balance between Efficiency and Enjoyment

Of course, efficiency still matters. When users are booking a flight, paying bills, or navigating through an e-commerce checkout, they often value speed. But not every task falls into that category. As designers, we need to recognize the difference. By segmenting tasks based on context and user needs, we can design better experiences.

When efficiency is key, our goal should be to streamline the process and eliminate friction. But for tasks where creativity, learning, or exploration are involved, we can focus on creating rich, engaging experiences that allow users to take their time, experiment, and enjoy the journey.

Rethinking Usability Beyond Time

As UX designers, we have the power to create experiences that don’t just push users to the finish line but invite them to enjoy the path along the way. Time is an important metric, but it shouldn’t be the only one. By integrating psychological principles like autonomy, competence, and flow into our designs, we can create digital products that cater not just to speed, but to the deeper, more fulfilling aspects of user engagement.

It’s time to rethink what “usability” really means. In some cases, the best user experience is not the fastest—it’s the most enjoyable, enriching, and meaningful.

References:

1. Deci, E. L., & Ryan, R. M. (1985). Self-determination theory: The psychological basis of motivation. University of Rochester.
2. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. Harper & Row.
3. Norman, D. A. (2013). The design of everyday things. Basic Books.