When one thinks of the terms “User Experience” or “UX,” it is often associated with a digital platform, like a website, app or game. When we strategize about user experience, it is mostly centered around the idea that you create a space that is easily navigable, visually appealing, and relevant to what one might be seeking. But what about User Experience from the perspective of “timing?” Or, finessing the experience by approaching someone based on “perfect timing?”
In “When: The Scientific Secrets of Perfect Timing,” by Daniel Pink, very compelling data is presented on how we can manipulate situations based on how and when they are presented to people. I know that you can’t really present your website to people at the perfect time, but you can definitely appeal to them to visit by other means of what you think might be the “perfect time,” thus creating a better experience on your website. For example, According to Pink, peak times of positivity, mood, and outlook in women are late morning, just after lunch, and late evening. If women were a majority target for one of your campaigns, you could consider this and send out things like eblasts or push notifications during these times.
As another example, he claims that “young people begin undergoing the most profound change in chronobiology of their lifetimes around puberty. They fall asleep later in the evening and, left to their own biological imperatives, wake up later in the morning- a period of peak owliness that stretches into their early twenties.” This type of information could be gold for a company trying to send emails out to an audience falling within that range. Oftentimes, if you don’t send at the ideal time, the customer will have a completely different experience checking that email or notification.
The final concept that I want to highlight would be the notion of “temporal landmarks.” Pink describes this concept by saying, “(certain dates) stand out from the ceaseless and forgettable march of other days, and their prominence helps us find our way.” Many business do this (albeit sometimes obnoxiously) using every holiday imaginable. Groundhog day sale, Columbus day sale, ring a bell anyone? I always wondered why businesses had sales on what seemed like the most ridiculous holidays, but after reading this- it clicked. Could your business take advantage of temporal landmarks around launching a digital initiative, campaign, or sale?
What are some other ways you could use perfect timing (based on data) to create a better user experience?
 Pink, Daniel. When: The Scientific Secrets of Perfect Timing. Riverhead Books, NYC. 2018. P 90.
 Pink, Daniel. When: The Scientific Secrets of Perfect Timing. Riverhead Books, NYC. 2018. P 94.