I really hate restricting a user in any product. Just do give him freedom. Nobody should wait for your slow 3 second animation. In any website I really care about this. I made very long conversations with our product managers about this.
If user wants to go that page/section, he should go there immediately. If he wants to see more he will; if he don't want, he won't.
The question is really : What do the humans think?
I'll be testing a marketing story that uses this choreographed approach on some users soon and if it makes sense I'll post about it somwhere.
I'd be interested in seeing the results of that David :)
I’m all for experimentation, but generally, I agree with Trent — highjacking scrolling is a terrible idea that often makes pages feel unresponsive. I really don’t like Apple’s pages that use it.
Please, don’t do it.
Like Trent said there may be a time and a place for it.
There will always be experimentation with new functionality on the web, it's how it grows and it's how it will continue growing. But ruining peoples experience for the sake of experimentation is a risky business.
The internet is a big place, plenty room to experiment.
And if people didn't, HCI wouldn't move very quickly.
I think it's an over-dramatised reaction and while I can totally see how bad examples of anything can impact on the user experience when viewing a site this is simply trying out new techniques and ideas.
You could also complain that the Mac Pro page that uses the technique pulls down 20mb of resources but I think to be honest, it's a really good marketing page and a compelling demo.
Yes, we'll probably see shit knockoffs where scroll hijacking is done badly but we get shit design all day anyway from people who haven't thought it through and there's already a million and one sterile rwd pages out there that look like they've all come from the same single column, giant text generating framework so while I normally agree with Trent's writing, I think he's overreacting slightly here and I'd like to see more experiments on the web.
It's interesting to me that so many people are raising there concerns about this. Personally, I love it. Those one pagers are marketing pieces highly affected by it's marketing and communication purpose. Impressing future buyers is a really important KPI in this case and I think the visual and full experience that comes out of it is beautiful and rewarding (in my case at least).
When you enter that page, you are asking Apple to tell you more about their product so they deliver what they think is the best way to tell you. If you want to freely browse a page about an iPhone or the iPad, go check The Verge.
There are alternatives to hijacking the scroll to achieve this though.
Personally, when I tried to navigate the page this morning (on chrome) it was such a poor experience that I just gave up and closed the page. Perhaps my mouse is particularly sensitive, but the page was seemingly moving up and down on its own and moving me through the sections unexpectedly. It sounds like my experience was very similar to Trent's though, as we both considered our devices to be malfunctioning. Needless to say that's not a good experience.
amazing how quickly opinions change to align with what Apple is doing.
Couldn't agree more.
Trent isn't saying Apple doesn't have the right to choose what is the best way to display their product on their site, he's just saying that he disagrees with the approach from an experience standpoint. Neither does he say that impressing future buyers isn't important. Again, his point is that from an experience standpoint, the distraction caused by hijacking basic input controls on the web outweighs the appeal of clever interactions, and that clever interactions (in his opinion) are better suited for other mediums (slides, movies, etc) which don't allow for as much input from a user.
Some people will dread it and some will love it. It creates impact when you do it right. I personally hate the idea of scrolling hijack with delay scrolling, but there are reasons and the right place to do it. It all depends on what you are trying to achieve.
I couldn't agree more. I'm all for immersive experiences leveraging scroll events but can't stand when the native behavior is completely hijacked and turned into a paginated experience.