The Secret to Great Usability
One of the side-effects of taking too many philosophy classes in college is that I sometimes like to think about big questions like: "What is usability, really?" or "Who would win in a fight: The Enterprise or the Swine Trek from Pigs in Space?" I'm not sure I can adequately answer either question, but if I had to take website usability and compact it into one piece of advice, it would go something like this:The world does not revolve around you.
Right now, you're probably pretending to shake your head in agreement while your Id crosses its fingers (a little joke for all you Freudians). If you're like me, you think that rule applies to everyone except you, so let's take a look at the facts:
1. Scientific Evidence
In the early 16th century, Copernicus theorized that the Earth was not the center of the universe. It would later by demonstrated that the Earth revolves around the sun. I think it's safe to assume that you are not the sun. Of course, if you were in the center of the sun, than the world would, practically speaking, revolve around you. Unfortunately, the temperature there is at least 30,000,000°F, so your egotistical coup would be short-lived.
2. Logical Deduction
The core problem with thinking that the world revolves around you is that a few million other people think that, too. Logically speaking, this just doesn't work. Imagine if the Earth orbited even three people simultaneously. It might look something like this:
Now, I'm no astrophysicist, but if the Earth's orbit looked like a triangle, we'd probably all live in pyramids and have pointy heads. Instead, we live on cul-de-sacs and eat donuts. Therefore, the earth's orbit is clearly circular.
But I'm Not That Guy (or Gal)!
You may be thinking: "Hey, I'm not that guy! I don't think the world revolves around me." Let's try a little quiz. Have you ever said one of the following:
Sorry, but if you answered "Yes" to any of the above, you may be that guy (or gal). When building a site for your customers, there's no place for ego, especially during touch economic times. Stop assuming you know what people want, and start listening, asking, and testing. Do that, and you'll be well on your way to building a site that's a pleasure to use and buy from.
James Bull
· Tuesday, January 27Hi Pete,
Brilliant, but why stop there?
I look forward to reading the "Secret to Convincing Clients to Stop Assuming and Start Listening, Asking and Testing".
Dr. Pete
· Tuesday, January 27@James - Thanks, but after 11 years in this business, I'm still not sure I've figured out that secret :)
MikeTek
· Wednesday, January 28The illustrations are hilarious.
Incorporating the story of Copernicus is also pretty great. Fine work, sir.
I've found myself shortening my explanation of the finer points of usability as well.
Now instead of launching into an explanation of why you shouldn't describe yourself or your offering but instead should focus on the user's benefits and tune-in to their psychology I just say, "nobody gives a sh*t."
Ignite Media
· Wednesday, January 28Just came across this post and though "man this just happened to me" - guess the world does revolve around me!
I was at a meeting group and a person came and started going on about how he wrote things a certain way because "he likes to see things that way", and "he really liked the way it was setup", etc. What he wasn't realizing was that his visitors had no interest in what he liked and he was in effect losing out traffic/profit.
Great post.
Dr. Pete
· Wednesday, January 28@Mike - Yeah, unfortunately, that's sometimes what it boils down to. Too many people write and organize content for themselves, not their audience
@Ignite - It's amazing how many opinions and arguments these days, whether in work, politics, or daily life, come down to "This is the way I do it, so you should, too". That's what I love about testing - it's a way to start separating opinions from reality.