You're in charge of a large Web site. Need help to make it better? Develop a common set of design standards, so your site will be easier and more cost-effective to manage.
Iterative design is a popular approach to Web site design. It generally involves getting something up quickly, analyzing the results, and making improvements based on that analysis. This can make sense when little is understood about the environment. That's no longer the case with the Web.
Imagine the type of conversations that would occur if cars were designed iteratively:
The reality is if car designers were granted the same freedom as software and Web designers, they would literally get away with murder. Web designers often, figuratively speaking, murder their staff and customers.
In the late '90s, "planning" became a dirty word. It was all about youth, energy, and speed. We operated in Internet time. Nobody could predict the future. I certainly got caught up in the lemming-like rush to do stuff -- and do it now!
The mantra was the Internet is constantly changing. You therefore couldn't plan for it. It was like a fast-moving river. You pushed your boat out and dealt with whatever came your way.
At some point, it struck me the Internet wasn't changing much at all. As time passed, it became clear the Web was, in fact, becoming more uniform. It also became clear how much waste and bad design were online.
Is building a Web site more complex than landing on Mars? Than building an airplane? A skyscraper? A heart implant? I heard a great quote recently: "Fail to prepare. Prepare to fail."
I've seen some awful Web sites in my day. Sites that made fundamental mistakes. The designers thought that was OK, because it was iterative design. They could fix it in the next iteration.
"We can't predict how users will react," they'd say with a shrug. They claimed their approach was "user friendly." (The awful word "user" is theirs, not mine.) "This is user-focused design, man. We see how the user reacts. Then, we react to the user."
I know how I react when I find a badly designed Web site. I leave. And I don't come back. How does a designer react to that?
I've seen badly designed intranets that staff refuse to use. Even if you design a new and much better intranet, the task of winning back confidence is huge.
People behave conservatively on the Web. They select a few sites and stick with them. When they visit your site, they expect everything to work right the first time. Approach Web site design as though you're performing heart surgery: Make too many mistakes and you lose the customer.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014