Recently I’ve found myself having to explain, much in the manner of instructing a blind child how to play tennis, what Twitter is, how to use it and why it’s such a fantastically useful tool for online brands. Introducing new users to the service, whether they be clients, coworkers or friends has proved to be [...]
Flame’s very own Dom Rodwell spoke at the North event – Rule of Thirds (I’m not sure why it was called that). Not to seem biased, or to be sucking up to my boss, but it’s a bloody good presentation looking at how the communication of narrative has fundamentally changed in the age of digital media; how you can no longer talk at consumers but instead craft compelling and engaging experiences worth talking about. This isn’t another waffling rant about clients getting board with social media – it looks at the entire process of how creative digital agencies work with clients and their clients’ clients to develop irresistable, functional experiences, and what skills and structures companies need to face up to the undoubted challenges the rapidly changing communications landscape will bring.
Further reading:
There’s constant discussion in our industry about the merits of education vs self-teaching. The general concensus seems to be from those that studied at University and further education that although it was great experience, it seldom had little impact or relevance to their roles within new media and web design.
In such a fast evolving, and still relatively new industry, standard curricula simply can’t keep up. Web designers teaching in educational institutions begin to loose touch with the latest trends and technologies, and by the time a curriculum has been created, amended and passed it’s already well out of date, and often innacurate. This leads to many students and those starting their web design education setting off in the wrong direction because ‘the breadth and depth of our medium can be daunting’.
However, WaSP (The Web Standards Project) have been working collaboratively with designers, developers and standardistas in the industry to craft a concise corriculum that delves into all the aspects of the minefield that is web design. WaSP Interact is a fantastic new community-driven initiative that provides a essential, up-to-date framework of reference materials including books, online reading, podcasts, videos and resources to stimulate and educate. To support this great selection of resources are guides as to how work should be assigned, monitored and tested in a school environment.
In their own words:
“WaSP InterAct is a living, open curriculum based upon web standards and best practices, designed to teach students the skills of the web professional. Adapt and reuse our resources. Contribute your own content and ideas.”
The breadth of the framework covers 6 core topics including Foundations, Front-End Development, Design, User Science, Server-side Development and Professional Practice. Within each of these areas it delves into sub-topics that really pad out almost every aspect, not just of basic web design, but every facet of what’s required to work in this fast-paced, demanding industry. But what really sets is apart is how open it is. Industry experts, ‘veterans’ and anyone with an knowledge to share on the matter can contribute resources, suggest new modules and how to improve and update what’s already there. This will ensure that the curriculum remains up-to-date, fresh, accurate and versatile.
This is a dynamic, real-time curriculum. This is exactly what our industry needs. This is important.
The potential of Interact is not just important to those in education, but to anyone working in web design and development. The resource database will only grow, will only get better. There is something here for everyone. So I strongly suggest you check it out.
For good experience design to work it has to infuse every element of the business. The website, being the primary UI platform, has to be usable, friendly, easy, fast and fun. The importance of this shouldn’t be overlooked. People are busy, we don’t have time to learn new complicated systems all the time. Convenience is king!
But what other points of interaction does the consumer have with a business? When making a sale, either online, over the phone or in person – the service should be exceptional in every way. Too difficult? Why should it be? Aftersales is just as important, if not more important than the actual sales process itself. Reminder and confirmation emails must be smart, personal and inviting. If someone ever rings up or emails customer service the response should be as rapid as possible and personal. Especially with a company starting out small, this shouldn’t be difficult. In fact, it should be mantra.
What quality is the quality of your product, and your products packaging? How quick is the delivery time? Is your customer excited when they receive your product in the mail?
Consider vitually any Apple product. The experience of going into the Apple store, browsing the alluring array of technology on open display, talking with intelligent, enthusastic sales staff, making the transaction (and burning that massive hole in your wallet), walking out of the shop with a lovely Apple bag that draws attention from other shoppers, getting home and slowly unboxing the product is as much an experience in itself as the product is. It’s part of the reason Apple get to charge 10x more than the competition, and yet why people remain loyal to them.
Graze (graze.com) is a great example of a business model built around the user experience. Personally, I believe the procuct they sale is very much overpriced. But so are Apple products, fast cars, Bang & Olufson speakers and anything with ‘Louis Vuitton‘ on it.
But the Graze site is fantastically usable and fluid, so much so that it’s a pleasure. Messages are personalised. You have the option to completely configure what food items you love, like, don’t mind trying and never want to receive. You get a lovely email the day before your box is due to arrive. The box itself is of a high quality, is relatively eco-friendly and sports the Graze branding. The packaging inside is well done. The food sent is fresh and tasty. They also supply a napkin!
Within every box you get a nice card informing you exactly what’s in your selection and 3 vouchers to give to people for a free trial. You also get £1 off a box for each person you recommend, or you can donate it to some rainforest charity (yay!).
A case study business model. Graze has done almost no advertising whatsoever. Almost every single new customer has been by word-of-mouth marketing because of a remarkable product, a fantastic user experience and a great incentive to spread the word.
One bad experience, just one pissed off customer that just so happens (or maybe not) to be a blogger or socialite with reach can potentially turn hundreds of people away from your business. On the web every consumer is a producer. Everyone has a megaphone.
Thus it’s essential to remain consistantly great. Listen to what your consumers have to say. Emails should be received and responded to. If a customer has had a bad experience and tries to contact you about it – don’t ignore them. Reply immediately, apologise and offer them a refund or future discount or whatever seems relevant. Doing so may have just turned an angry customer into a happy one that goes and tells others about your generosity.
If that all seems to difficult, you may as well throw the towl in now. Because there’s a 100 other companies, freelancers and individuals, charities and organisations that are more than happy to give it a go. And sure as hell if they do right by it you’ll be out of the rat race.
Something to think about, I guess.
Regular readers may have noticed that Redswish has taken a slight turn in topic style over the past few months. This is largely because it’s a one-man mission and I tend to blog about what I’m interested in or learning about at the time. Recently I’ve been focusing a lot on new marketing, building up more personal and effective relationships with clients, the demise of mass media and commoditisation, the evolution of experience design and authenticity and the psychology behind how we, as marketers and advertisers can influence and connect with people and craft stories that spread.
Hence the reason it’s been a while since a design post, which as a web design blog I truly feel I owe you. But I must admit there’s been a wealth of great design articles blanketing the web at the moment so feel free to hit up Smashing Magazine, Web Designer Depot etc and you’ll find lots of great material. BUT NOT RIGHT NOW! Because I have other stuff to sell.
This article may not seem beautifully crafted and may come across as thought spilled onto paper (or a computer screen). Well, that’s exactly what it is. I want to hear what people think about this, I’m merely dipping my toes in the vast lake of this subject and I’m totally cool with holding hands!
Advertising will never die. But it sure as hell is transforming massively. And we’ve known this for a long time, but are still slow to respond. Investing stacks of cash in big, bold, flashy, in-your-face ads isn’t enough anymore. Breaking through the noise is too difficult. How often do you notice the Google AdWords or daft banner ads on a site? Most certainly less and less as we subconsciously train ourselves to tune out the distractions. I’m not saying billboards, TV, radio etc are completely useless, but yeah unless you’ve got a silly marketing budget and creative license to bang your head against a brick wall, then yeah.. go home.
It’s the way forward folks. Viral is still in it’s infancy. In old marketing the marketers jump in at the end and try to bridge the gap between product and consumer, now flip it upside down. Authenticity is essential. Great products and services that people talk about is what will drive you forwards. Your customers are your marketers.
Imaginative title.
Yep, I was there last week. Had a great time but decided to write about it on the Flame blog instead of here, sorry loyal readers!
It was great to meet some new people and some familiar faces (although some of them from only a small Twitter avatar), the event itself was good, inspirational fun and the after party topped everything off nicely!
Some other reviews can be found here:
Hey folks,
My words have found their way to print, along with 99 other people. “Connect! Marketing in the Social Media Era” is now available to purchase through Blurb. I talk about how we can use Twitter to build more personal connections. But that’s all I’m telling you – you’ve got to buy it to find out more!
The book is a fantastic collaboration of 100 authors from the marketing/new media/design industry that discuss current trends in social media and how we can harness the power of the social web from a marketing perspective to create my dynamic, personal consumer relationships.
Even better, the book is purely none-for-profit. Besides educating and inspiring, the aim is to raise money, and awareness for Susan G. Komen’s campaign towards the cure for breast cancer.
It’s a great book, it’s for a great cause. Please help out by grabbing a copy, it’s totally worth it.
Thanks to all the other authors, and thanks to the editor Jeff Caswell for making it possible.
Nathan x
Books can teach you how to write HTML, online tutorials can help you craft your Photoshop and Fireworks skills, thousands of hours of hard work and engagement will provide you with a better understanding of the ins and outs of the Internet and the ways in which people interact with it.
Your job title is meaningless.
I am a designer. I work mainly on the web. I use Photoshop and Textmate daily. I build websites.
Does that stop me picking up a paint brush, spray can or scissors, or camera and camcorder and going out onto the street to obtain different forms of media that I feel may be useful in moulding my final output, the end creation?
No?
If it serves as a valuable asset in creating the final experience, there is no need to be restricted by my job title or the equipment on my desk alone. But constraints also allow us to expand creatively. By creating barriers, we know how far we can go – the lengths to which we can stretch and bend the rules to create something new, something that works within it’s medium whilst evolving beyond the competition, beyond the confines of the original brief or spec.
Make clients happy, make users happy. Everyone’s happy, everyone wins!
If there are no rules in the first place, how can we break them?
However, never forget the difference between art and advertising. Art is personal expression. Advertising serves the needs and purposes of the client. It is to promote a brand, a product, a service or opinions. Advertising makes money. Web design is a form of advertising, an increasingly essential and multifunctional branch of advertising and branding that absolutely cannot be overlooked or underestimated.
But advertising is dead, isn’t it?
Here’s one of those ‘less talk, more listen’ posts. You don’t get many from me! I want to know a bit about your websites and your approach and attitude towards their purpose. Is your site(s) designed to make money, inform and educate, publicise a product/service/person or is the purpose unclear – perhaps it’s just for fun. For each case, how do you achieve your goals?
How does your site design contribute to the end goal? With regards to user experience, what do you feel takes priority – enabling visitors to get to where they need to be as quickly as possible, or to provide an enjoyable experience. Or both? And how do you go about achieving this?
How much do you feel design contributes towards the overall user experience? Would you prefer a site that is easy to navigate and view, with well written copy and clear structure but features a minimal or unattractive design? Or would you rather a beautiful looking site with fancy dynamic functionality and gimmicks, but ‘makes you think’ a more? What about a balance of the two. How do you feel you can work to create a website that is fantastically well structured and presented, whilst revealing some tasty eye-candy?
How do you measure your site’s success? What do you determine to be ‘success‘? Site traffic? Perhaps a deeper look at your site’s analytis; what do you feel takes precedence? Length of visit, repeat visits, countires visited from, pure volume of traffic? How do these statistics vary depending on your site’s purpose? Perhaps you feel the best measure of your site’s success is more organic than statistical – the comments you receive, RSS or email subscribers, contact form feedback or a combination of the lot.
What do you feel is more important; your visitors experience or the site stats and revenue made?
Please take the time out to comment below. This post isn’t about me or Redswish, I want to know what other people think. Get your site URL in there to get some coverage. I’ll be summing up everyone’s responses in an article in a few weeks.
There’s no debating the fact that an online presence is essential in today’s market. Indeed there are only a few niche industries that do not rely upon or are affected by the global transition from workplace to web.
When it comes to doing it right, anyone with an ounce of knowledge of the way the Internet works will agree that representing your business or product online is by no means as simple as throwing up a website and claiming your territory in a small corner of the web.
Aside from the many factors that make a ‘great’ website, such as careful usability consideration, good aesthetic design and well-written copy; there are the numerous other external variables including SEO, PR and email marketing etc that help to promote your website, and in turn your brand.