I’ve Come to Have a Debate

If you’re bored, here are some interesting topics generating discussion:

Phocus, Phocus, Phocus - Was the creation of Sphinn a good strategic decision?

Why Usability is the Path to Failure

If usability is such a base level thing that everyone knows, how come so any people get it wrong? How come so many people have trouble using a site?

The Best Websites Are Useful And Ugly

I actually have a client who swears by having an ugly site helps them sell more - as it gives the appearance the products they sell online are extremely cheap.

Book Recommendation:

Why We Buy: The Science Of Shopping

SEO with Usability: What The People Want

If you are in the business of optimizing web pages and promoting web sites in search engines, in all likelihood you’ve never personally experienced the product or service you’re paid to market.

And yet, your client expects you to make them rich. At the very least, they want their company to rank well in search engine results. They expect you to find the exact keywords their customers are using to find their product or service, but you don’t have access to those customers, do you? You rely on tools and server logs to do your job.

You may be given data to analyze but seriously, if you had the choice, wouldn’t you rather experience the big 10 person party hot tub yourself rather than read dry data on who has purchased it?

feet in circle

Wouldn’t the feel of the warm water, the night sky bursting with stars and the teasing touch of skin nearby just nail the reason for wanting to buy one? Would you know how to target the different sizes of hot tubs and their uses? What if a Bed and Breakfast wants to buy one? Are their needs different than the family of five who want one in their backyard?

How do you advertise what you don’t know about?

SEO’s are demanded to do this. Blind folded. Web site developers are asked to design ways to order products they’ve never held in their hands. Usability consultants are asked to make sure everybody did their job properly, knowing full well in many cases, site designers were never given guidelines, requirements or anything other than a Wish
List by the site’s owner.

Does the Search Engine Marketing industry need to know more about Usability and do User Experience designers need to understand that someone has to market their creation and make it findable and appealing enough to use or buy?

Experience and Marketing

There’s a hilarious scene in the movie, What Women Want, where Mel Gibson is competing with a top woman executive for the best marketing campaign for various women’s products. Everyone on the project has been asked to come up with slogans for the self-care products.

Mel Gibson doesn’t like the new woman, played by Helen Hunt, who came on board to take over the job position he believed he was entitled to. He decides to outdo her.

So he takes the products home and while guzzling wine, begins to use them. He waxes his legs, paints his fingernails, nearly gets killed with a blow-dryer and my favorite part, puts on women’s pantyhose. The experience of the hell women go through to be attractive slowly dawns on him.

Add to this the fact that he can suddenly read the minds of women and you get a marketers dream. His character uncovers their raw emotions, their hidden thoughts, even fantasies and desires that he never knew women had.

While still not as intimately educated on the products as a woman would be, he was able to get enough of a glimpse so he could understand how best to sell not only the products, but the EXPERIENCE of using them.

He had direct access to user experiences and created the marketing campaign based on what he learned.

Marketing Without Blinders On

My son recently asked why horses that pull Amish buggies wear “blinders”. I told him this is because they can see on the side of their heads and they can spook easily, such as when cars come whizzing by on the road. It’s a common practice to blindfold horses when leading them away from fire or other emergency situations because not seeing danger calms them. Once, I needed to tie a shirt over a horse’s eyes just to get him to walk over a bridge. A horse will not go where it doesn’t feel safe.

This same theory applies to customers who make purchases online. Promotional descriptions nearly always focus on an aspect of the product to get the first click through. Once on a page, several things happen at once.

1. The searcher’s expectation for what they think they’ll find must be met.
2. More information must be presented to enable a decision or make choices.
3. The next steps must be clear, such as learn more, change your mind but keep searching on that site, where to go next and where to get customer assistance.
4. The entire experience must feel safe, secure, authentic and believable.

Therefore, it’s important to promote and follow up with a persuasive, logical presentation.

Funny thing is, many SEO’s feel this order sequence also means their part supersedes usability in importance. However, chances are the optimization elements were entered AFTER the design, rather than during. The usability and accessibility heuristics were likely there first, at least in some basic form like site guidelines. If they were not, and the site is truly not usable, then an SEO has an uphill battle they may not wish to climb.

Please continue to read SEO with Usability: What The People Want >

Care to Digg It?

Cre8pc gratefully acknowledges the high number of web sites who found value in this post and republished it.

Why Do Web Professionals Volunteer and Give Back?

I’m starting to learn that what web site professionals produce may be closely related to their personal character. For example, if you are the giver type, this is what we see from you online. If you are a taker type, this is obvious as well in the kinds of web sites you associate with.

Incentive

I live in a small, country town. The last census in 2000 showed a population under 9000. I know it’s more than that now because more and more people have discovered this little spot of paradise and chosen to live here too.

One of the reasons I fell in love with my town is the way the people give back to it. I’ve never seen such dedication anywhere else, and I’ve lived in many other places. I first discovered how special the town planners are when my children were little and I needed a town that was safe, family friendly and community oriented. My Realtor is someone I hug every time I see him. He’s helped me buy two houses and rent one from an uncle of his. I’ve sat with him on my back deck, over beer, and listened to his tales of the town gossip, both of us in tears we’re laughing so hard.

I got involved in promoting midwives, breastfeeding, stay at home moms, Girl Scouts, Cub Scouts, and even helped the High School start a web design program for students and the public. I built the first web site for one of the Elementary schools. This was all volunteer “work”. I was support for my Realtor who wanted to teach himself how to build his own website. I never charged money for that.

I wrote letters to the local newspaper Editors exposing the horror of insurance companies that forced women out of the hospital hours after delivering their baby. My son wouldn’t take a bottle and they tried to force him to stay in the hospital because he hadn’t proven his bladder worked, and they were ready to discharge me without him. I asked them to put me in jail. I was ready to break their insane laws. Fortunately, at the last possible minute, he came through and delivered what they wanted and I got to take him home.

I wrote letters of support for midwifery because those of us who used midwives had to drive an hour or more, in labor, to get to the hospitals that permitted them to practice there. Today, the health insurance laws for new mothers are changed and one of the local hospitals actually promotes its midwifery staff, because they’re so popular with families.

In other words, I care about what’s happening around me. I’m aware. I help make positive changes. It feels good, but it’s one of those things that happens and nobody would know it unless they read this blog or are a personal friend.

Giving back can be done quietly and with small gestures or in a publicity show like entertainers who donate their time and money to causes.

Apply Your Skills to Help Those Around You

Now that my kids are older, I still find ways to give back to the town because my town has given so much to them.

My son, for example, is very active in several sports. Coaches have shown strong interest in him during his entire life so far. I decided to thank them by volunteering for two athletic organization web sites. Nearly every weekend I work on the busiest one, which is for the town’s Little League program. I’m the lead Webmaster for a team of 4 people, none of us paid. It’s a big operation, with a database, Board of Directors and of course, tons of kids and parents who rely on the information we provide on the web site.

And then there’s Cre8asiteforums, which is entirely volunteer run and maintained. It wouldn’t survive if not for the devotion of the moderators and community. In my mind, they are all giving people.

Some of them offer their free time on other websites too. There are church sites, especially, built and tended to by volunteers. There are barter situations. I still maintain a site I built for a friend who died while waiting for a new liver that never came. His widow continued his ministry and earns a living in social work and workshops that help people deal with grief. I would never dream of charging her. She calls me her “angel” and that’s enough for me.

It occurred to me today, as I was uploading pictures of nine year olds who won second place in a local baseball tournament, that this is what I’m about. I can tell it’s noticed by my children. I see signs they too, are learning to do things for no other reason than it feels good, right, fair or considerate.

But Why Do This?

What they may not know is something I’m slowly putting together myself.

I grew up unwanted (because I was born a girl) and feeling unworthy because when you’re not wanted, one reaction is to keep fighting to prove you exist. In my case, I became an overachiever. My husband says, “Kim, you don’t just work. You WORK,” and the emphasis surprises me because in my mind, this is what’s expected from me.

It’s proof I’m here. That I belong. Real core stuff. The kind that’s no fun looking at.

The problem is that this validation, the proof, comes from the outside. There has to be approval for the validation to work. This is why overachievers do what they do. They’ll kill themselves to get the bosses approval, that raise, or better position because it’s proof their contributions are noticed and appreciated. It’s not aways possible to be detached when we know we did something well. It’s not always possible to leave out the ego either.

Volunteering is more or less a thankless job, but it feels good when it comes from your heart. Certainly you may need to be your own cheerleader or learn to believe nobody else’s opinion matters but your own. I’m still trying to learn this part. I read today that women always tend to blame themselves and internalize that blame. Yep. I do that too.

I wonder why people volunteer their time. Is it to challenge yourself? Is it your way of giving something back? Do you expect to get something back if you do? Do you learn new things by volunteering?

I think the hardest part is accepting that what you do may not be acknowledged, or worse, noticed at all. I walk around the baseball and football fields knowing what I do for those organizations and I’m really proud of my work, but unless someone is on the Board of Directors or a parent on my son’s teams, nobody knows who I am, or that I’m the one who just uploaded their team’s pictures.

Maybe that’s how it should be.

More News on Usability and Marketing, She’s Going to San Jose

It’s Friday and since traditionally it’s a boring news day, I saved my big news for today. Guess who is going to Search Engine Strategies, San Jose?. Yes! That annoying usability woman is going to report on sessions again for Search Engine Roundtable, just to spy on everybody in search marketing and fling little usability arrows at them.

This will be my third time volunteering to report for Barry Schwartz. We used to use Google Docs to communicate our assignments, but Barry has launched a new application called RustyBudget. Reporters are using this to choose what we want to cover. Barry will eventually post our schedule (I assume. He usually does.) Since I came in late to the game, and nobody wanted them, I’m covering the usability oriented sessions again. I’ll also be sitting in on hot topics like Universal Search, though it will be covered by someone else.

The recent hoopla over usability practices being part of search marketing has been a good thing. And oddly enough (I’m sure Danny’s wondering “What the heck!”), I’ve taken a liking to Sphinn, the new playground for search engine marketing folks. Even BEFORE Danny Sullivan caved buckled under pressure kindly added a category for Usability for the SEO/M practitioners who have added that skills set to their arsenal.

I’ve been commenting and participating at Sphinn. Like Danny keeps pointing out, there are some new faces there. I’m particularly impressed with how Danny and the Sphinn team are asking for constant feedback, defect reports, wish list ideas and responding to opinions and complaints.

The Sphinn It button is annoying because it has a different function then the clickable words underneath, which are the call to action prompt, not the button itself. People keep clicking the button, not the text. It’s a usability issue, clear as day.

There’s also the issue of links in Search Engine Land to Sphinn items, but the link love goes to Sphinn, rather than the author of the article being “sphunn”. This is on the Wish List to be worked out, if it can be. SEO’s are fanatics about their links you know.

San Jose Surprise

I was not expected to go. I wasn’t planning on it, though I wanted to go in a major way. There are several reasons for paying for own expenses to get there and stay, just to report on sessions. A big one is Cre8asiteforums, and my association with it. Another is my past as an organic SEO. Today, it’s more of a combination of I work there reporting, in exchange for education.

Despite all the grief about usability and seo, I do not consider it fair of me to conduct usability services for the SEO industry unless I’m on top of their game, just as much as they need to be. That’s how I see it. That’s why I invest my time and money.

Now. Everyone who knows me well also knows I’m not one for long distance travel, alone. To travel clear across the country without my husband, who is usually in tow as my security blanket, is a big move for me.

However, strong independent feisty women like me should be able to get on planes by themselves and get from the airport to the hotel. Right? And besides, Bill Slawski finally convinced me that I could do this. He knows me better than most and if he says I can, well shoot. Then, my husband Eric, upon learning how much I wanted to go, practically pushed me out the door. He’s a great supporter.

Another New Web Design

It’s the season of change. CorporateWebsite.com has relaunched, with a new design. It’s another resource for well written articles, such as this one I found on accessibility, Tech Support July 2007: Accessibility.

When Little Things Offer More Bang

It’s those little things that count. Matt Bailey wrote What’s the Customer’s ROI? The article takes marketing to greater depths. How do you sell the experience of the product?

Is It Professional to Beg?

Michael Gray wrote Your Stories Never Go Popular Because Your Personal Marketing Plan Sucks the other day. I spun off in his comments because he wrote, “Why Won’t Anyone Vote for Me? So who did you tell about your great work? ” I wrote,

I’ve always wondered what it is that makes some people so sure of their own stuff that they have the nerve to ask for votes. When someone like Shoemoney does it, the votes come in from his groupies. I don’t put any value on those votes. Rand Fishkin has groupies too.

I don’t want groupies. I want intelligent interaction with my peers and the right to earn respect from someone who wants to learn something that maybe I can teach.

There’s more to what Michael was trying to say. Some people are wickedly good marketers. Some are confrontational, in your face, demanding types. I can’t offer any worthy advice on forceful promotional tactics. I get off on the Geico Cavemen and the green lizard.

What definitely doesn’t work is begging. Someone wrote about the pain of hunger being a driving force. Been there. Been hungry and a “saved by an angel”’s hair away from being homeless and broke. I still didn’t have the begging part in me. What I did have is the same thing I have now.

The willingness to work hard and kick ass when everyone says you’ll fail.

SES Travel, Seattle

There’s been painfully little news or session coverage of SES Travel, which is winding up today. I have a strong interest in it because of the involvement of two companies I associate with. One of them, Blizzard Marketing, finally posted a squeak of news with SES Travel, Seattle. Can’t wait to see the pictures!

He’s Back!

To wrap up, the best news I’ve heard all day is John Rhode’s announcement Rebirth of the WebWord Newsletter. John contributed years ago to whatever ignited my passion for usability in the first place.

Read what he has to say about the “critical shift right now in usability”.

First, humans are connecting to humans like never before despite problems with technology. We’re all finding ways to communicate and connect unlike any time in the past. This shift is having a profound impact on how we search for information, how we think about our friends and families, and how we get work done.

Second, usability is going mainstream. The demands for solid UX workers, or at least workers with reasonable UX knowledge, is skyrocketing. Managers and CEOs are beginning to exploit usability and UX in new ways. Without getting too complex about it here, they are using our tools as business weapons. It’s not just about the customer experience, it’s about market domination.

Usability and Marketing.

I’m not alone anymore.

Your 10 Rules To Follow To Ensure Usability

Everyone has their own way. I’ve been around many development environments and witnessed or experienced the blood, sweat and tears borne by the web development team. Sometimes it feels they get no support or respect.

Someone came to Cre8asiteforums, a community largely made up of search engine marketing practitioners, asking for Your 10 Rules To Follow To Ensure Usability.

I was wondering members’ views on what their 10 definite rules would be to ensure, or at least strive for, good usability. I’m not talking about Nielsen’s heuristics etc. I mean 10 (current and relevant) easy to follow, actionable points that the general developer could follow.

Because he asked for the non-heuristics side, not wanting a re-hash of the zillion lists you see around the Internet on “Top 10 Things to Do To Make Your Website Usable”, we were able to have a different kind of conversation. The responses ignored link colors and font sizes.

Examples:

Unless specifically directed otherwise I develop with the goal to have 100% functionality without having to rely on:

* CSS
* client-side scripting (JavaScript etc)
* plugins

Usability doesn’t exist in a vacuum. It’s not just your site’s usability. Users are comparing your site against the easiest sites they’ve used …even if they are not in your industry or developed by a much bigger company.

I took the liberty of having a little fun with it:

1. Ignore everything everybody ever told you about what you SHOULD do.

2. Start all over and work out the top business requirement for building it. Hold onto it for dear life. Make every function, every link, every sentence and every breath a page takes traceable back to the original business requirements. This will support you when stakeholders start begging and flirting with you about the cool things they hope you slip in there for them. Just Say No.

3. Decide who it is for and design it for them. Don’t pick the least common denominator. Understand your users and build it for them.

4. Show the mockups to everybody before you begin to code. Walk up to strangers. Ask them for feedback. They may not be your target visitor but they may use the web.

5. Test during the code phase. Regression test every time you add something new. That also means testing designs and functionality on browsers and mobile devices.

6. When you get to Alpha or Beta stage, run it through validation tests for standards and accessibility. Do this now, not later. Keep checking after every code freeze or “I think this page is done” moment.

7. Never ever put up moving things that cover up anything or keep moving without a way to stop it.

8. Put a way to contact you on the site, so you know what’s not working.

9. Do something with it. If you can’t finish a task, neither can anyone else. Accept that everybody will conduct that task differently than you do and how you coded it to function. Have a swig of beer, swallow your pride and polish it up.

10. Usability begins while the site is still in the womb, not after its born. Code as if you’re in labor. You are.

You’re welcome to visit and read the thread to see more responses, or join in and add your own.

Special thanks to Jim Hedger for his coverage of the recent hoopla on Usability and SEO.