I haven’t gotten my hands on the new Amazon Fire Phone yet, so I can’t really comment on its most dramatic feature: what Jeff Bezos refers to as “Dynamic Perspective” – the 3D effect of its unique user interface. But, without the benefit of first hand experience, I tend to agree with Sean Madden of Wired, whose excellent post, “Amazon’s Fire Phone May Be Too Magical for Its Own Good,” talks about the trade-off between magical and practical UI features. Sean points out that, while “magical” works for seldom-used features, it becomes annoying when applied to things you need to do all the time.
“The ideal balance is one that Apple, Samsung, and Google have all zeroed in on after much trial and error: confine the “magic” to occasional interactions and celebrated results, and get the obstacles out of the way for frequently used ones with clear goals.”
~ Sean Madden, Executive Managing Director of Client Experience at Ziba Design
Here’s Sean’s sketch of why the lower left quadrant works best for frequent and practical actions: