To Gain Mindshare Design with the User in Mind
To Gain Mindshare Design with the User in Mind
It's the Experience, Stupid. What experience are your customers looking for when they visit your store, surf your Website, or engage your services? All too often, we design with our own experience in mind. As an author friend of mine put it, "you need to write for the reader"—if you want people to read and buy your book that is. You can always design for yourself, but don't count on doubling your sales unless you are a composite of your target market.
You Can't Get There From Here. Going to college in Maine, I actually heard this phrase in real life—after I recovered from the shock, I thought, "Well, now what do I do?" It is at this point, that your customer starts to get frustrated. Avoid this at all costs! One of the biggest mistakes in Web design is the lack of intuitive navigation. Can users find where they want to go? Do you even know what they are looking for? Have you provided them simple, clear directions to find, evaluate, and purchase what you are selling? Think about your navigation systems; can they get where they want to go from where they are?
Make It Foolproof. According to usability author, Steve Krug, most people on the Web "don't figure out how things work." Take programming the VCR for instance; need I say more? While tech geeks are adding more features and functions to the remote control, most of us don't know how to use the buttons that are currently on it. Your customers don't have to "muddle through" if you've designed a product or service that is simple to understand and/or use. Simply stated, adopt simplicity.
Get Out the Red Pen. Get to the point. How much fluff is really necessary to create the picture, describe the product, generate the feeling? Take a look at your current Website, brochure, proposal, and/or product packaging and try to eliminate at least half of the current content. Use the Bullfighter referenced in the September issue of insideout and get rid of the bull!
Standardize the Use of Standards. Everyone wants to differentiate themselves and be creative, but sometimes that isn't the best choice. In grocery stores, you've learn the standards for item placement. On Websites, you've learned the standards for navigation, search, and page names. When these standard aren't followed, it's just plain annoying. When they've switched the mustard from aisle 3 to a beautifully designed end-cap, how long do you look around before you bail? Think about the types of standards in your industry and what your customers have come to expect...are you leveraging your customers' common knowledge or creatively sidelining your next sale?
Provide Clear, Action-Oriented Choices. Ever wanted to buy something and couldn't figure out where/how to pay? Landed on a home page and thought, "Where should I start?" Participated in a meeting and felt overwhelmed and unable to nail down how to begin the project? In every case, what's needed are a few clear, actionable choices--help your customers take the next step and guide them; they'll thank you for it.
Invest in Usability Analysis. Where the rubber meets the road is in actually observing a customer interact with your product, service, Website, or marketing pieces. What expectations do users have? How do they actually use it? What steps do they take to move forward? How long does it take? And what experience are they left with? Instead of guessing, invest in usability analysis that will help you design with the user in mind.
To Gain Mindshare Design with the User in Mind - To learn more about this author, visit Thomas Young's Website.
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Usability is a term most often referred to when analyzing the user interface of software applications and the design of Websites. However, the same principles of usability can be applied to almost anything where there is a customer "using" a product or service. That said, take a few moments to consider the following usability tips and how you can improve the user and/or customer experience for your organization.
It's the Experience, Stupid. What experience are your customers looking for when they visit your store, surf your Website, or engage your services? All too often, we design with our own experience in mind. As an author friend of mine put it, "you need to write for the reader"—if you want people to read and buy your book that is. You can always design for yourself, but don't count on doubling your sales unless you are a composite of your target market.
You Can't Get There From Here. Going to college in Maine, I actually heard this phrase in real life—after I recovered from the shock, I thought, "Well, now what do I do?" It is at this point, that your customer starts to get frustrated. Avoid this at all costs! One of the biggest mistakes in Web design is the lack of intuitive navigation. Can users find where they want to go? Do you even know what they are looking for? Have you provided them simple, clear directions to find, evaluate, and purchase what you are selling? Think about your navigation systems; can they get where they want to go from where they are?
Make It Foolproof. According to usability author, Steve Krug, most people on the Web "don't figure out how things work." Take programming the VCR for instance; need I say more? While tech geeks are adding more features and functions to the remote control, most of us don't know how to use the buttons that are currently on it. Your customers don't have to "muddle through" if you've designed a product or service that is simple to understand and/or use. Simply stated, adopt simplicity.
Get Out the Red Pen. Get to the point. How much fluff is really necessary to create the picture, describe the product, generate the feeling? Take a look at your current Website, brochure, proposal, and/or product packaging and try to eliminate at least half of the current content. Use the Bullfighter referenced in the September issue of insideout and get rid of the bull!
Standardize the Use of Standards. Everyone wants to differentiate themselves and be creative, but sometimes that isn't the best choice. In grocery stores, you've learn the standards for item placement. On Websites, you've learned the standards for navigation, search, and page names. When these standard aren't followed, it's just plain annoying. When they've switched the mustard from aisle 3 to a beautifully designed end-cap, how long do you look around before you bail? Think about the types of standards in your industry and what your customers have come to expect...are you leveraging your customers' common knowledge or creatively sidelining your next sale?
Provide Clear, Action-Oriented Choices. Ever wanted to buy something and couldn't figure out where/how to pay? Landed on a home page and thought, "Where should I start?" Participated in a meeting and felt overwhelmed and unable to nail down how to begin the project? In every case, what's needed are a few clear, actionable choices--help your customers take the next step and guide them; they'll thank you for it.
Invest in Usability Analysis. Where the rubber meets the road is in actually observing a customer interact with your product, service, Website, or marketing pieces. What expectations do users have? How do they actually use it? What steps do they take to move forward? How long does it take? And what experience are they left with? Instead of guessing, invest in usability analysis that will help you design with the user in mind.
To Gain Mindshare Design with the User in Mind - To learn more about this author, visit Thomas Young's Website.
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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