You can’t bullshit web users. They’re determined to get what they want as fast as they can. If you don’t give it to them they’ll find it somewhere else. Listen to what users want and give it to them in the easiest, most direct way possible. If you’re not doing that already, you’re doing something wrong. You need to change what you do. You need to do it now.
Users first. Design second.
A few years ago we re-designed the Seek Learning website, a hub for finding the right education or training to further your career. We approached the project based on what users wanted. This involved months of research prior to starting design. And it meant we all needed to be open to completely re-imagining the existing site.
The final result is designed to give customers relevant information in a clear, concise way. We gave them the option to do more research and the tools to sign up for a course. As a result, user research and site analytics have shown that more people are spending more time on the site, and they’re finding what they need more easily.
Designing with people in mind
Thinking about the end user has always been one of the foundations for building a great digital experience at DTDigital. It’s been drilled into me since I started here as a designer five years ago. I don’t just make stuff look pretty. I think about who’s using a website and design for them. To do that effectively I need to recognise the audience and listen to them, even when the feedback is mostly negative.
I didn’t always think this way. When I worked as a print designer for seven years, one of our clients was one of Australia’s largest golf tournaments. I’d design posters, flyers, parking vouchers and even the scorecards used by the players. Because there wasn’t the same focus on the user at this design agency, I remember going into these large jobs knowing nothing about golf or how these print pieces would be used by the players and people involved in running the tournament. I’m sure if I had found out I would have made a lot of people happier, including the players who complained about not being able to read the 8pt type I used on the scorecard.
Listening is the key
We’re here as a company to meet our clients’ objectives and keep them happy (obviously). But they’re not the ones using their own websites. Their customers are. Before we begin creating a great looking and functional website, we find out as much as possible about their customers and their online behaviour. We gather this information from similar websites, from online user statistics, by doing surveys, user testing, talking to people on the street or people in the office that fit the customer profile.
“One night it hit me – ‘listen and change’. This applies to designers and clients. It adds value for our clients when we’re producing their websites and it makes their customers happy. But what if this approach applied to everything out there?”
Improve their experience
I know some companies have customer feedback forms on their websites but what if the feedback was instant. What if companies weren’t scared to hear it upfront and change immediately? Think of it as a rapid response.
Imagine if the person at the cash register at the local supermarket didn’t ask you how your day was but asked you how your shopping experience was and if there was anything the store could do to improve it. And this information was gathered somehow and changes were made on an ongoing basis. I think we’d have pretty amazing supermarkets and great customer shopping experiences.
If this idea were applied to other parts of our lives we’d all be happier people.
Build better products and relationships
I’m not talking about totally reinventing yourself. Just let people know you’re taking the time to listen to them. Swallow your pride a little. Let them know you care about them enough to change and show them you have. They will like you more for it.