User Experience Myth Or Truth: The Three-Click Or Tap Rule

User Experience Myth Or Truth: The Three-Click Or Tap Rule.

Just ran across this article again and thought it was worth a re-share. It’s a very good primer on why the three-click rule is mostly bunk.

What the article doesn’t go into is something that can’t be solved here either and that’s the amount of content that so many organizations insist on loading into their websites. It bogs down SEO, it slows down effective IA and it makes effective UX almost nonexistent.

Think about what pages of your website get the least attention. Yes, the LEAST attention. Now, ask why you have them. Is there a reason to keep an enormous section of your site up and running that no one has visited in the last six months?

There you go. Today’s ponderable.

The UX Drinking Game — Brilliant, Hilarious

This goes straight on the list of Best Things Ever:

The UX Drinking Game

H/T to Patrick Neeman (@usabilitycounts) who runs a website of the same name and the UX Drinking Game.

It’s hours of fun, this; but it also serves as a cautionary tale that you shouldn’t expect the people that you work for — or the people who demand what a site should look like — know anything about usability.

Or what users need.

Or how to deliver that information to them.

This is important stuff. I mean, it’s not brain surgery, but it may mean the difference of people liking your product/service/institution and being completely frustrated by you and turning to someone else. It’s all about the money, honey, so remove your ego [and your organizational ego] from the mix and let the UX folks do what needs to be done.

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?

3 Ways Colleges Use Snapchat Yes, Snapchat – Wired Campus – Blogs – The Chronicle of Higher Education

3 Ways Colleges Use Snapchat Yes, Snapchat – Wired Campus – Blogs – The Chronicle of Higher Education.

Maybe it’s just me — oh, wait, it’s not, I read the comments — but this seems like much ado about nothing. Are you REALLY going to spend your marketing dollars on Snapchat? Really? You think that being on Snapchat is going to make you seem hip and trendy?

Here’s a tip: when it’s reported about in the Chronicle of Higher Education, forget it, it ain’t trendy any longer.

Find the next big thing and use it for a bit; maybe that will up your trendiness factor. OTHERWISE, tell a good story about your students instead of wondering about how cool you can appear on Snapchat tomorrow.

UX: What Do Users Really Want? Ease-of-Use, That’s What.

There are days, most of them, really, when I wish I could carry Gerry McGovern around in my pocket. He’s just so spectacular at cutting to the chase when it comes to consumer interactions and the web.

So, why don’t more organizations get usability? Because they often measure the wrong things. Like satisfaction, engagement, interaction, relationships, loyalty. So much marketing and branding hyperbole.

“Feeling overwhelmed, consumers want support – not increased marketing messages or “engagement” – to more quickly and easily navigate the purchase process,” Corporate Executive Board (CEB) stated in a study it published in 2012. “Brands that help consumers simplify the purchase journey have customers who are 86 percent more likely to purchase their products and 115 percent more likely to recommend their brand to others.”

In a study of 7,000 consumers, CEB found that only 20% want a relationship with a brand. In a study by Havas Media in 2013, over 90% of Western consumers said they wouldn’t care if most brands disappeared. Brands and marketing has a hugely inflated view of how important they are in the lives of customers. It’s time to get real.

“Our research indicates that the impact of simplifying purchase decisions for consumers is four times stronger than the favored marketing strategy of engagement and is the number one driver of likelihood to buy,” said Patrick Spenner, managing director at CEB.

Read the whole thing.

P.S. — Read that first paragraph of his again. Now again. And again until it’s memorized.

4 Myths About User Experience — And How to Bust Them

4 Myths About User Experience — And How to Bust Them. | Mashable

Worth a read, but honestly, some UX people get their knickers in a twist over the most ridiculous little things. No one wants to hear, I guess, that at its very fundaments, UX is damn fine common sense. When you derivate from common sense, you lose.

This article references — rightly — Jakob Nielsen’s seminal 1995 “10 Usability Heuristics for User Interface Design” but fails to note that no one has since developed anything better.

Clean, intuitive, consistent, efficient. Deviate from that at your own peril. Just sayin.’