Doherty Threshold

The Doherty Threshold, also known as the "Golden 60 seconds" or the "Magic Moment," is a principle in user experience design that suggests that a user's first 60 seconds using a product or interface are critical for determining whether they will continue using it or abandon it. The principle is named after IBM researcher Walter Doherty, who identified this phenomenon in the early days of personal computing.

During the first 60 seconds, users are evaluating the product or interface and forming an impression that will determine whether they feel it is worth their time to continue using it. If the product or interface fails to provide value or is difficult to use, the user is likely to abandon it and look for an alternative.

A practical example of the Doherty Threshold in UX design is the use of onboarding processes or tutorials to guide users through the initial experience of using a product or interface. By providing clear and concise guidance during the first 60 seconds, you can help users quickly understand the value of the product or interface and increase the likelihood that they will continue using it.

Overall, by considering the Doherty Threshold in your UX design process, you can create a more effective and user-centered product or interface that provides value to users from the very beginning. By focusing on the user's initial experience and providing clear and concise guidance, you can increase the likelihood that users will continue using the product and have a positive experience.