Top Tasks Make Your Website Easier to Use, Better

Read this:

Top Tasks Management is a model that says: “Focus on what really matters (the top tasks) and defocus on what matters less (the tiny tasks).” …

Tiny tasks are also full of organizational ego. Often, the more important the task is to the customer, the less content is being produced for it; the less important the task is to the customer, the more content is being produced. This inverse relationship is very typical.

This is from a great article by Web guru Gerry McGovern. I was introduced to Gerry’s way of developing websites about five years ago and it completely shifted my thought process. He’s just so bang-on-the-money, so clear in his thinking, that I think, oftentimes it confounds most folks who oversee websites.

Think of your website as a book. Do you want to read 70,000 pages of old nonsense? Or do you want to have an enjoyable experience looking at a consumable amount of up-to-date information that you were looking for in the first place?

I don’t know anyone that wouldn’t choose the second option. I also know virtually no companies who think about their sites in that manner. Curious, isn’t it. I mean, aren’t websites supposed to augment your company? Help you build your brand? Make it easier for consumers to find information about you/your product?

Why people who are in the business of selling things don’t get it just baffles me. Well, Gerry’s right: tiny tasks “are full of organizational ego.” Ay, there’s the rub.

Recently, I purchased tickets to a show at a major American regional theatre. I won’t name names — but it’s in the capital city of the Nutmeg State — and it was the God-awfulest experience I’ve ever had purchasing tickets online. And, yes, I do know a thing or two about developing online ticketing systems … I damn near invented the methodology for how they are supposed to work back in the day. I’ve purchased plenty of tickets online over the years, in more than one country, but this experience took the cake. Why? Because their site was entirely driven by organizational ego.

All I’ve got to say about it is that the play better not suck!

Think about your website. Are you “top tasks-friendly?” If not, how do you get there?

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