The Rise of Enshittification: Why User-Centric Design Is the Antidote

Ever wondered why your favourite apps suddenly feel like they were designed by a committee of overly caffeinated wombats? Welcome to the wonderful world of “enshittification,” where platforms that once enriched our lives inexplicably morph into annoying, money-grabbing monsters.

In 2024, the term ‘enshittification’ achieved the distinction of being named the Word of the Year by Macquarie Dictionary Australia. (https://www.abc.net.au/news/2024-11-26/macquarie-dictionary-word-of-the-year-2024/104648884).

The Concept of Enshittification

Who knew something with such a hilariously dreadful name could truly capture the essence of 2025? It’s the plot twist no one saw coming— when your favourite online platforms start off as beacons of hope, user-friendly and packed with high-quality content, only to evolve into something resembling a giant pile of digital doo-doo.

Definition and Origins

Our illustrious hero (or maybe anti-hero?) in naming this phenomenon is the much-adored sci-fi writer, Cory Doctorow. Doctorow, seeing the endless loop of digital doom, coined “enshittification” to describe the Cinderella story of platforms that transform from user and business-friendly businesses to profit-hungry beasts. These platforms lure us in with promises of joy and convenience, only to later stink up the internet with ads, sneaky monetization tactics, and other unsavoury choices.

The nifty part about the term “enshittification,” which became a sensation quicker than a cat meme, is that it effectively outlines the lifecycle of digital platforms: first, they woo users with delightful features, then they squeeze them dry for business customers, and finally, they exploit both till there’s nothing left but a heap of discontent. It’s almost poetic, isn’t it?

Key Examples in Digital Platforms

Behold! The Hall of Fame where enshittification has proudly taken center stage:

• Amazon Video: Remember when paying for Amazon Prime meant ad-free streaming? Well, hold onto your couch cushions! Amazon decided ads and extra payments for ad-free content were the way forward, proving that in the enshittification cycle, more is more—more ads, that is.
• Social Media Platforms (Facebook and X): Once upon a time, these platforms were sanctuaries where we shared our breakfast photos and meaningful dog gifs. But as the enshittification curve bent its way into their algorithms, our feeds became infested with irrelevant ads and privacy became as rare as a unicorn’s horn.
• Uber: Gone are the days when hopping in an Uber was a cost-effective delight. With prices riding higher than a SpaceX rocket and service quality nose-diving, Uber reminds us that enshittification respects no app and pays homage to the almighty dollar.

Table: Symptoms of Enshittification Over Time

From the overload of data collection to sneaky ads slipping into every interface, enshittification shows how platforms, initially sparkling with potential, slide down the greasy pole of profitability over all else. As they say in the tech world, what goes up must get… well, enshittified!

Principles of User-Centric Design

Imagine if tech companies treated us less like ATM machines and more like actual human beings who enjoy a glitch-free experience on their digital platforms. That’s what user-centric design is all about—prioritizing the user experience, making platforms as reliable and user-friendly as a trusty sidekick in a ’90s buddy cop film. No one wants to deal with digital platforms that dump technical issues faster than a giant pile of laundry on laundry day. So why not spend a little time adapting to user needs?

A key principle of user-centric design is the brave new concept of “transparent and user-focused monetization strategies.” Gone should be the days of suddenly charging for features that were once as free as a bird or Elon Musk’s tweets. Instead, companies should focus on aligning incentives and KPIs with customer retention and lifetime value—which is basically saying, “Hey, let’s not scare off the users with a tiny revenue spike followed by a long walk down the enshittification curve.”

In essence, businesses could boost content and avoid becoming the Cambridge Analytica of user experiences by channeling their inner Zen master and concentrating on long-term goals over short-lived gains. Also, user feedback should not make it into the virtual suggestion box only to disappear into digital purgatory, because actively gathering and using this feedback is vital for any company that wants to avoid a fate worse than a stock buyback—disdain from the users.

Key Elements of User-Centric Approaches

Now, let’s break down this user-friendly fiesta with a handy listicle of essential elements for a user-centric approach. Because who doesn’t love a structured list?

1. Reliability and User-Friendliness: Start with an online platform that doesn’t crash randomly like a Netflix comedy special.
2. Transparent Monetization: Instead of charging us to sneeze, implement strategies that enrich the user experience, maybe like adding extra cheese to a pizza without an upcharge.
3. Feedback Engagement: Think of your users not as business customers to exploit, but as guests at your digital dinner party whose opinions actually matter.
4. Closing the Feedback Loop: Don’t just listen to what users say; act on it. Take that feedback and transform it into strategic decisions like a wizard turning critter complaints into pure gold.
5. Track and Align Goals: Keep user needs front and centre by setting customer-centric goals and using them as your North Star.

In short, engage in activities that replace enshittification with blissful user satisfaction.

Roadmap for Regaining Trust in Digital Experiences

Next, prioritize transparency in all operations. Keeping customers informed about product specifications, pricing changes, and service updates is like providing a clear map through the buying journey. Be forthright about sourcing, labour practices, and any potential challenges. When customers see the real story behind their purchases, trust and loyalty are likely to flourish.

Embrace user feedback as essential to your service evolution. Actively incorporating customer input ensures your offerings adapt to their needs, fostering community and connection. This approach not only improves the customer experience but also builds a brand that resists enshittification, maintaining integrity in a crowded market. Prioritize quality assurance to ensure top products and services. By vetting offerings, you eliminate faulty experiences, creating an environment focused on satisfaction. Picture a marketplace where products fulfil promises—that’s our goal!

Strategies for Small Business

Small businesses, gather ’round! It’s time to master the art of avoiding enshittification and stand out in the digital marketplace. Here’s your no-nonsense guide to success, without a walled garden in sight.

1. Invest in quality and UX. Make your website a joy to navigate! A delightful user experience keeps customers coming back for more.
2. Focus on user privacy and quality service. Build brand loyalty by putting your customers’ needs first—getting them on your good side, customers love their privacy as much as they love a good discount!
3. Sustainability over hyper-growth. Remember, Rome wasn’t built in a day, and neither should your business. Embrace steady growth and watch your empire stand the test of time.
4. Encourage word-of-mouth promotion. Happy customers are your best marketing tool. Let them sing your praises!

Together, let’s chart a course for a digital experience worthy of sci-fi legends—and maybe, just maybe, avoid that curveball known as the enshittification curve. May the odds, and the algorithms, be ever in your favour. 🌟