Sean Van Tyne Develop a specific mission for your website—before investing the technical and creative talent, time, and money in the build. Here are some examples of actual website business missions: Reduce time-to-market and time-to-revenue Generate qualified leads Expand product and service reach while reducing our costs Target a previously unreachable customer Allow partners to more easily do … Read more
When you know the problem your site helps you solve, the content better addresses the needs of prospects and customers in the market. This “two-way connection” is based on developing a solid view of the website users— new prospects, clients, suppliers, etc., including: • Who they are • What they need • What they want … Read more
The way the website communicates what the company does for the prospect or customer is more important than what your company actually does. Do not put up content and then push it out. Find out what the prospects really value about your products or services and how they want it described. Call these your “Do … Read more
In recent years, many executives frustrated with their websites have been told that investing in search engine optimization (SEO) should be their next step in making the most of their website’s performance. While some business owners and leaders have noticed improvements, most are still not sure that this effort truly optimizes the website for their … Read more
Businesses frequently want an evaluation of their websites—mostly to know how they compare to the competition. Based on our experience, most businesses are disappointed with their website’s ability to convert visitors to loyal customers. In fact, many people say they aren’t really sure what their website does for them. To assess and enhance website effectiveness, … Read more
The level of user experience effort that is practical for a given release depends, to some extent, on the type of release—that is, whether it is a major release, a minor release, or an update. Table 1 provides a summary of guidelines for the UX effort that is recommended for each type of release. Table … Read more
You need to decide how much user research, design, and usability testing you can afford. This depends on your competitive market, business objectives, and release cycles. During the early phases of a product development lifecycle, activities include conducting market, customer, and competitive user research. User research may include surveys, focus groups, interviews, and contextual inquiries. … Read more
Once you have validated that your product’s overall workflow meets customer and user needs, do usability testing to evaluate individual tasks to ensure they are easy to complete. Usability evaluation assesses the degree to which users can operate a system and their efficiency and satisfaction when using the system. Such evaluations validate that tasks are … Read more
Developing prototypes and reviewing them with target customers and users is key to designing easy-to-use solutions. You must spend some time validating workflow, navigation, information grouping, information hierarchy, terminology, labels, and interactions to ensure they meet the needs of the market and your users. Your understanding of various customers’ needs, users’ workflows, and content overlaps … Read more
During User Experience (UX) design, develop diagrams of various users’ workflows, noting where they are similar or different. Next, based on your findings, group your customer and user types by similar roles, and create profiles or personas that synthesize users’ skills, patterns, and goals to better understand their needs. Companies in mature markets may not … Read more
The first step in developing solutions that are easy to use is understanding customer and user needs within the context of the market and existing competition. It takes market and user research to: define the problem your product must solve and design an optimal solution understand the strengths and weaknesses of competitors’ solutions in comparison … Read more
Many large technology companies like Apple have invested heavily in user experience for many years. Successful companies have well-established UX departments and have set the standard for ease of use. Such companies have defined many aspects of the user-centered design process we follow today. These companies have the capital to make big investments in user … Read more