Category Archives: Design

Design, Small Business, Usability, User Experience, Website Design

Why Features Are Problems

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It has long been the notion that features sell more products. Logic suggests that if my competitor adds feature ‘x’ then of course I need to add feature ‘x’ plus feature ‘y’ and ‘z’ to create a better product. However, with each feature that gets added you also add complexity and choice.

choice01

Choice Leads to Decisions, Then Questions

Since a person has the choice of one product with feature ‘x’ and another product with features ‘x, y and z’ a person must choose which product and feature set they want. The person is forced to make a decision. “Do I choose ‘product a’ or do I choose ‘product b’?”

And with every decision comes a series of questions. “Does ‘product a’ do the same thing as ‘product b’ ?” “Do I need ‘feature z’, will I ever use it?”

Since most people are looking to validate their choice they will look to maximize the amount of value they receive. Assuming cost is the same, the product that has more features logically indicates that the person would be getting a better value (why would buy only one feature if I can get three at the same price?) by choosing it over the product with fewer features.

choice02

When It Becomes Too Much

However there comes a point when the number of new features adds so much complexity that they outweigh the product’s usefulness. The person begins to question how to use the product and if they will actually be able to complete their task. When this happens the person quickly becomes frustrated, throws their hands up in the air and begins to look for a simpler solution (What the F*ck Moment).

The person has lost all confidence that the product will actually let them do their job.

choice03

Elegant Solutions

So then how do you overcome this? By designing an elegant solution. An elegant solution is a solution focuses on what a person really cares about. The person doesn’t really care about any one feature instead they care about completing their task. Find a way that allows them to complete their task while at the same time feeling really good about themselves for doing it.

Don’t force the person to understand the complexity of your product, you do that. Let them be awesome.

Need Help Creating Elegant Solutions?

If you would like help creating elegant solutions that make your customers be awesome email me or give me a call at 330.648.FARM

Bridge Experience, Design, Random, Usability, User Experience, Website Design

Does Your Homepage Leave a Lasting Impression

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Find out what kind of impression your homepage is leaving. Evaluate your homepage now.

First impressions count and online they count for a lot. The homepage is what is seen by many visitors when first arriving at a website. This initial impression will lead to either a lasting positive or negative impression that will affect their decision to continue using your site.

The most important aspect to be aware of is the goals of the site, and in this case the homepage. Having a grasp of what the visitor is trying to accomplish is key to getting the design right.

Designing a homepage is as much a science as it is an art form. It requires attention to detail, putting focus in the site’s purpose and goals, and taking into account the tasks the visitor wants to complete.

How does your current homepage rate?

You can get a better understanding of what is and what isn’t working on your current homepage in about 5 minutes. By taking the evaluation you should also gain insight into some best practice homepage design principles and ideas on how to improve your current homepage.

Get Started

Take the 5 minute homepage evaluation and see the kind of impression your homepage is leaving.

 

Design, Usability, User Experience

7 Usability Myths

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Recently I gave a high level presentation to a group of product managers in which I spoke on the business benefits of usability. Part of the presentation focused on 7 usability myths that I’ve heard and experienced while on project teams. I thought it would be valuable to share those here as well.

I realize that this is an incomplete list but these 7 myths were highly relevant to the group I was presenting to.

Usability Myths

  1. Usability is Expensive
    Best practices call for spending 10% of a project budget for usability, which in itself doesn’t account for a lot. However, if your budget doesn’t even have 10%, user feedback can get even cheaper.

    Gorilla usability is cheap.

    Conducting a test can be easy as grabbing a someone sitting in the next cube and ask them to run through something with you. Or, head down to a local coffee shop ask a couple people to help you out and then give them a $25 gift card. The information you receive is well worth the $25 bucks.

  2. Slows Down Projects
    Done right, usability design will actually save time. However, it does need to be factored in from the start of the project.

    One of the major benefits of usability design is that you don’t waste time on features that your visitors don’t want or need. Early usability design techniques show you where to focus resources so that you can deliver a better product in the same amount of time.

    Usability can also save time by helping you quickly settle arguments in the development team. Most projects waste countless staff hours as highly paid business folks sit in meetings and argue over what users might want or what they might do under various circumstances. Usability design allows you to focus on the visitor and takes the guesswork out of requirements.

  3. More than 3 Clicks = Bail
    No study has shown this to be true.

    Users are trying to complete task and meet a goal. As long as they feel that each click moves them closer to their goals they will continue. (See Getting Confidence from Lincoln, UIE)

  4. Users Want to Read
    Your website visitors are pressed for time and are probably multitasking, they don’t have time to read in detail.

    The writing of your site must be simple, short and to the point. To achieve this goal, look to reduce the quantity of text by 50% in the first review and reduce it again by 50% in the second review. The content that remains must be clear and concise.

    Make use of headlines, sub-heads, lists, link text, etc.

  5. Website Issues Can Be Fixed With Instructions
    As stated above users don’t want to read. Instead users muddle through a site.

    Think about yourself, how often do you read before clicking or filling out a form? I would guess most of you start interacting then if you have an issue you’ll try again probably, still not reading.

    Instead of writing to solve problems design your website to be easy to learn and understand.

  6. Usability = UI Design
    Usability is much more than deciding where to place a button goes. Design plays an important role in the usability of a site but the site needs to function first.

    Design can help an ugly, but working, user flow. Design can’t help a broken user flow

  7. Usability Testing = Focus Groups
    Nope. These are two completely different things.

    Usability testing: focuses on the completion of tasks and ease of use. It is a 1 on 1 interaction between the facilitator and the participant. The primary question usability testing answers is: what will make the website easier to use?

    Focus groups: focuses more on feelings & opinions, the likes and dislikes. It is a group to 1 interaction between a group of participants and the facilitator. The primary question focus groups work to answer: what will motivation to a person to buy?

As I mentioned this is by no means is this an exhaustive list. It is instead a starting point when looking to debunk common business misconceptions about usability design.

If you would like help understanding if your website project has fallen victim to any of these usability myths gives us a call or drop us a line.

Design, Small Business, Website Design

The Role of Website Design

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It is important not to overlook the impact of design in any website project. The look and feel of your website has a major influence on your visitors and to their overall impression of your company.

Website Design Supports 4 Key Areas

  1. Your site design has an important role in your company’s perception i.e. the image that is being portrayed. The combination of your site’s functionality and design both affect how well your message is being communicated.
  2. The design must support the message you are trying to communicating. When the design, functionality and navigational aspects all communicate the same way your overall site is more user-friendly.
  3. Your design must match the genre of your website. The credibility of your company will be severely damaged if the design doesn’t match your users expectations. For example, if the design of a financial consulting firm tried to emulate an entertainment site how much confidence would you have in their ability to manage your money?
  4. Similarly, the website design should match your targeted audience. If your company serves a younger demographic (i.e. teens) it would be advised not be overly stodgy.

The most successful sites are those in which the design is able to blend together the above four areas company image, website functionality, genre and audience.

Effective interfaces are visually apparent and forgiving, instilling in their users a sense of control. Users quickly see the breadth of their options, grasp how to achieve their goals, and do their work.

Bruce Tognazzini, Nielsen Norman Group

Design to Facilitate Communication

The design elements used should help your site visitors complete the tasks they are attempting. Design choices such as layout and typography will enable you to highlight important information or play down items of less importance.

Firstly, upon landing on any page the visitor must be able to tell what website they are on.

After arriving on your site visitors are very quickly scanning the page for something to click. For your website to be effective this message must be communicated in a moments glance. Design is a key to this process.

Leverage the design to highlight the important elements. Ensure that links (trigger words) and action items are visually different and stand out from the content. Elements such a trigger words, calls to action and buttons need to be immediately obvious.

The page layout should clearly organize your content. Keep like information together and where your visitors expect to find it. Typography and the use of white space will help create a clear hierarchy within your site.

Design, Don’t Distract

While the design of your website is important, you should work to not let your design get in the way and distract the user. Making smart design choices and don’t be afraid to edit elements out that don’t support your overall site’s message.

Conclusion

Website design is critical to creating a useful and engaging website that enables your visitors to find the information they are searching for. It adds credibility to your company, supports your message and facilitates a better user experience.

If you would like to understanding how the design of your website can better help your business goals drop us a line.

Design, Usability, User Experience, Website Design

Best Practices for Creating a Successful & Profitable Website

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This post focuses on a few high level heuristics and best practice approaches for creating a successful and profitable website.

Understand Visitors Are Pressed For Time

A key point to be aware of is visitors to your site are extremely busy and pressed for time. As such they don’t want to be forced to read information that isn’t relative to them.

Providing too much information too quickly can do as much damage as not providing enough at all. Visitors do not want to be forced to read a book to understand what benefit you are going to provide them.

Visitors to a website on average will only read about 20% of the text on the average page

Jakob Nielsen’s Alertbox, May 6, 2008:

Within moments visitors quickly scan the overall page, continue scanning some of the text, and then clicking on the trigger resembles the thing they’re looking for. Most of the page goes completely unnoticed.

When the visitor finds something promising they click. If the new page doesn’t meet visitors’ expectations, the Back button is clicked and the process is continued. Worse, the visitor leaves your site completely, costing you valuable sales.

3 Stages of Information Gathering

It’s important to note visitors go through different stages while searching for information.

Information Stages

  • Scanning Information
  • Gathering Information
  • Requesting Information

They first are scanning the page for triggers giving them the confidence that they are 1) in the right place and 2) that you have the product or service to help them solve their current problem.

If those two considerations have been met the user is then engaged. Being engaged they are more willing to give you more of their valuable time. This is the appropriate time to provide them access to click in to more detailed information.

Finally, after they have engaged with your content they are more likely to request information. This is where users will be willing to fill out contact forms to download white papers, submit an online request and/or pick up the phone and call.

These three stages may happen all during the same session or during multiple sessions.

Focus Your Content

The content should be focused on your site visitors. It is important to understand what question visitors have when they come to your site, what problems they currently face and how your business is going to be able to help them.

Understand why someone is coming to your site and the goal they have in mind and then write your content to match the goals you identified. Ideas for content that may better answer visitor questions could be case studies, white papers or before and after results.

When writing for the web the style must be adjusted to cater to the how the visitor browses. Marketing fluff won’t be read. Long paragraphs without images or phrases set out in bold or italics will be skipped. Exaggerated language will be ignored. Avoid cute, marketing names, company jargon, and unfamiliar buzzwords. Be clear and stay focused.

Effective Online Content Should:

  • Be concise and to the point
  • Be scannable – logically organize the content, use multiple heading levels, use bulleted lists and include images to give visitors eyes a resting place
  • Use clear and jargon free language

Your website plays a major role in whether a visitor decides to do business with your company. It is important to make sure your site is designed for success.

Does Your Website Get Results? If not, we can help. SFD’s experience and knowledge will help you get a better return on you website investment. Contact us today.

Design, Usability, User Experience, Website Design

15 Tips for a More User Friendly Website

Visitors tend to only scan your website’s rather than spending a large amount of time thoroughly understanding the site. As such it is of utmost importance to make your message and options clear. Failing to do so will leave your visitors lost, confused and frustrated. Any of these options will end the same way – a missed opportunity and little chance of a repeat visit.

15 simple tips for a more usable website

  1. The home page should clearly tell your visitor what the site is about
  2. Make sure each page of your website has purpose
  3. Organize content so that headings are in hierarchical order to give clear structure to the copy.
  4. Don’t make your visitors guess about your navigation make the links obvious
  5. Use consistent and meaningful terminology for navigation items and hypertext links (read loose the “cutesy names”)
  6. Restrict the navigation bar to a manageable number of links or buttons
  7. Clearly indicate what your next steps are for your visitors
  8. Remove any clutter that may distract your visitor from the appropriate next steps
  9. Don’t change interactions through-out your site stick with what works
  10. Make it easy to find information such as contact details, pricing and delivery charges
  11. Contently review your site for errors that will make your site look unprofessional
  12. Make sure you text is large enough to be readable (at least 10px, 72% or .75em)
  13. Use a font easily read online (Verdana, Georgia, Arial or Times New Roman ) for your body text
  14. Do not underline any text that is not a link
  15. Include ample white space in the page layout

The more user friendly your website is, the greater the chance of converting your visitor into either a prospect, customer or both.

Design, Logo Design, Small Business, Website Design

9 Benefits of Taking Design Seriously

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Taking design seriously can help your small business stand out and be memorable when the competition for your customers attention is ever increasing.

“Business people need to develop a better understanding of design, form partnerships between themselves and creativity, and apply strategy to design thinking, in order to compete effectively today.” -Fast Company

9 Benefits of Quality Design

  • Create a good first impression
  • Quickly illustrate the quality of your company, products and/or services
  • Gain instant credibility
  • Establish a level of trust between your company and customers
  • Simplify communication
  • Increase usability
  • Increase customer engagement
  • Differentiate your company from your competition
  • Increase readability, scan-ability and legibility

Having a well designed branding materials, such as your website and logo tell your customers a lot about your company, your products or your services. A good designer can make a tremendous difference to your company’s image as well as your overall business.

How do you view design?

Design, Small Business

Why Design is Important for Small Business

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Simply put, design is a means for your business to communicate its value in a way that stands out and grabs peoples’ attention.

“I believe that in a crowded marketplace, design is the most potent tool for differentiating one’s products or services.” Tom Peters, Management Consultant

Your company is not alone. You have competitors, we all do. Design will help you deliver a message that differentiates your products or services from your competitors.

Perception is ultimately reality and you must show your value immediately to your customers. The effort placed into creating the design of your website, logo, business cards, etc. will be seen as soon as your customer interacts with anyone of these. This initial impression with your company will begin to formulate your customers perceived value of your company, products and/or services.

The primary purpose of design is to deliver a message. Whether you message is buy more widgets, or call to schedule an appointment, design puts organization and order into that message so that it is delivered to your customers in a way that makes sense, and is appealing to them.

Design plays a critical role in making information easy to understand and use. Anything from a website that makes ordering a pair of shoes easy to a business card that clearly indicates who you are and how best to contact you, good design streamline this process.

So, you can see design is important for your business. Design is how customers see your company. Perception is reality.

Design, Logo Design, Small Business

Sorry Mr. Godin, Randomly Picking Logo Is Not a Great Idea

There hasn’t been any shortage of news around the 2012 Olympic logo and how it fails to deliver on the core message. However, I think Seth Godin comments miss the mark with what the purpose of a logo is.

He quotes:

“If you’re given the task of finding a logo for an organization, your first task should be to try to get someone else to do it. If you fail at that, find an abstract image that is clean and simple and carries very little meaning–until your brand adds that meaning. It’s not a popularity contest. Or a job for a committee. It’s not something where you should run it by a focus group. It’s just a placeholder, a label waiting to earn some meaning.”

Mr. Godin suggest that if you need to “find” a logo for your company you should just pick an abstract image and you will be fine. He is serious?

OK, I’m sure that works but is it putting your best foot forward? Also, the companies he writes about (Nike, Apple, Starbucks) have huge marketing budgets that do nothing but pound these brands in our heads. Also, I don’t believe none of those companies just picked a random image.

I do agree completely with his statement that a company shouldn’t have to spend a fortune to create a logo but to just pick some random image that doesn’t portray anything about your company is a mistake. Customers are quick to judge and having a logo that doesn’t portray your company accurately, or professionally for that matter, doesn’t seem to be the best idea.