Google doesn't do magic (yet)

You may have realized that Gmail has some modified features. Some of the features which I managed to identify include:
(1) Reply box at the end of each email conversation
(2) Simpler profile window when you scroll pointer on (chat) contacts

My friend Matthew also suggested the following:
(3) Updated contacts manager, including a search as you type.
(4) Pre-fetched messages to load them faster
(5) Filter messages under “more actions” (auto mark them, add labels, etc)

Matt says, "the changes are extremely subtle. Most people won’t immediately notice them, but that might be a good thing as new stuff doesn’t have to be intrusive…" . Matthew has just finished his thesis on Usability of online websites, and I am so eager to have a look at it.

So what about the magic? Well, many think that the Google guys get it right at the first try. The truth: Google continuously analyses user behaviour and improves accordingly.

A popular example is the DELETE button which initially did not exist on Gmail. Google wanted to put forward the concept of infinite storage and so who needs to delete any emails anyway? It turned out that users were just looking for the DELETE button...and so Google introduced this.

So...is Google interested in creating the best interactive experience to get the best audience?:YES

...Is Google into magic?:NO

Conclusion: Interactivity demands analysis of customer behaviour