The Power of UX: The Golden Button Story

((C) 2009, User Interface Engineering. Portion republished with permission. You can find the entire article at http://www.uie.com/articles/three_hund_million_button/)

originally published in uxflavor.com

 

Once upon a time, there was an online store that making well sales and making good money. Until they notice that the users are stopping in the middle of the way and haven’t complete there checkout process. “There nothing to stop them” designers say, “everything is working fine” they added.  The CEO yells “so, what we do? Where is the problem?” No body answer! Lucky, there is a UX team came to rescue … The UX team, first, look around to see where the users are stopping and why?! They discover that users are stopping at register sign.  “how this could be a problem” CEO says. “let’s ask the users” the UX team replies. When one of the users were asked why they stop here, he replies “I’m not here to make a relationship!” A silent moment with deep thinking of the UX team and the business

There are a lot of lessons of this traditional case, still, not all the business are aware of their issue. What to take form the story. The moral of the story:

Never assume your site is working because it is functional
Involve the users at all your stage of design
There are many hidden issue that only revealed with user testing and research
The key is the user, make the site work for them as they need
Ask for help from the expert to fix your issue quickly
The business have no idea there is even a problem

Is this applicable to any site? Yes, every site need to be revisited, test, retest, again and again to make sure it severs the purpose overtime. Do you think that small or minor changes to the website can make such difference?

…Spool, you are the man!

There are a lot of lessons of this traditional case, still, not all the business are aware of their issue. What to take form the story. The moral of the story:

  • Never assume your site is working because it is functional

  • Involve the users at all your stage of design

  • There are many hidden issue that only revealed with user testing and research

  • The key is the user, make the site work for them as they need

  • Ask for help from the expert to fix your issue quickly

  • The business have no idea there is even a problem

Is this applicable to any site? Yes, every site need to be revisited, test, retest, again and again to make sure it severs the purpose overtime. Do you think that small or minor changes to the website can make such difference?

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