| Whenever singer John Mayer sings his
| |
| | "Browsers, Evaluators, Transactors and
|
| romantic song, "Your Body is a
| |
| | Customers."Math and science found
|
| Wonderland", I can't help but think of
| |
| | inspiration on Cubism and the notion of
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| web sites and usability. As a usability
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| | "continuous dimension of consciousness"
|
| consultant, I see the devotion to his
| |
| | or what we call three or even four
|
| lover, and the time he spent uncovering
| |
| | dimensions. Jason Edward Kaufman writes
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| every detail of her being, as the way
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| | in his essay, Pioneering Cubism, "More
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| most web site designers think we approach
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| | specifically, Einstein's general theory
|
| their web sites. When the lyrics arrive
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| | of relativity found its first artistic
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| at "Take all your big plans; And break
| |
| | expression Cubist art. The plotting of an
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| 'em; This is bound to be a while", I
| |
| | object in a field consisting of and
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| start giggling. It makes me think of
| |
| | defined by the artist's moving point of
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| I'll explain why.Do You Have Three Hours
| |
| | view suggests, as Einstein posited, a
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| To Browse?Amazon's jigsaw puzzle-like
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| | 'time-space continuum' whose makeup is
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| homepage greets me personally by name,
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| | contingent on point of point of view."The
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| which is smooth talking salesmanship.
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| | idea of being able to bring different
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| We've obviously "met" before. It has
| |
| | experiences to art, and enter a painting
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| "recommendations" for me. There's a nifty
| |
| | from different areas based upon your
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| advertisement that unfolds like those
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| | experience is something that can apply to
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| movie screens in school auditoriums where
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| | web sites as well as cubist art. How do
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| you know you're about to see something
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| | you plan a web site's "continuous
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| either cool, or gross, in front of all
| |
| | dimension of consciousness?" In other
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| your friends. This ad doesn't tell me
| |
| | words, how do you keep people on your web
|
| what I should do to get it to go away.
| |
| | site, no matter what their original
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| When I click it, I'm instantly taken
| |
| | intent is? Regardless of whether their
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| inside the web site to a targeted area.
| |
| | intent is just to browse, or to evaluate
|
| There's my Gold Box, and my Wish List,
| |
| | the site? Or to conduct a transaction, or
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| and 15,459 links to things I might want
| |
| | to return as a customer?That can be done
|
| to buy. All this is displayed in the
| |
| | during the web site planning stage, by
|
| first few seconds of my arrival.Whenever
| |
| | taking the helpful steps of assigning
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| a web site presents me with an onslaught
| |
| | business, user and web site goals. Write
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| of too much, too soon, I often feel
| |
| | them out in detail. You can title those
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| overwhelmed, or angry, and leave the
| |
| | "My Web Site Requirements" if you'd like.
|
| site. If Amazon was a human being with an
| |
| | Having them on paper can be very
|
| actual body, I probably wouldn't like him
| |
| | helpful.As you move towards finishing
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| or her for very long. I would find the
| |
| | your web site, you can test it to make
|
| physical Amazon pushy, invasive, greedy,
| |
| | sure it met those original requirements,
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| egotistical, and likely a hypochondriac.
| |
| | and didn't stray. Selling custom
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| Yet, I did most of my Christmas shopping
| |
| | furniture on your web site is a business
|
| there last year. Why? What is it about
| |
| | requirement that might not be met if you
|
| Amazon that makes it such a compelling
| |
| | also have Google ads on your homepage.
|
| experience?To understand the theory
| |
| | While the ads may make money, they will
|
| behind the type of design Amazon uses,
| |
| | send away potential customers for the
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| which is copied by thousands of ecommerce
| |
| | furniture you offer.Also consider whose
|
| web sites, I turned to a different way of
| |
| | point of view you are designing for. Is
|
| seeing and a different kind of art. The
| |
| | it yours or your web site visitors? While
|
| type of Cubist art that Pablo Picasso
| |
| | an artist paints from within, rather than
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| painted seemed to fit.The Experience of
| |
| | focusing upon who is going to see the
|
| SeeingPeople react to web sites the same
| |
| | finished product or what they'll do with
|
| way they respond to art. They come with
| |
| | it, a web site owner has to be concerned
|
| an expectation. They see what they want
| |
| | with the reactions of the viewers who see
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| to see. It's up to the web site design to
| |
| | the site. The designer has to consider
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| show them what they did not come to find,
| |
| | who the visitors are and what they want
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| or what they may not know they were
| |
| | to do on your web site.How do you assign
|
| looking for.I recently attended an
| |
| | business, user, and web site goals? Think
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| opening night art gallery reception. I
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| | in terms of creating tasks, both in-house
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| know the artist and his family. Standing
| |
| | and for users. A business requirement may
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| in front of one of his vibrantly colorful
| |
| | be to get sales leads. The task is to
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| pieces, a scene of someone entering a
| |
| | design a form, or provide "call to
|
| store from a busy New York City street,
| |
| | action" click paths to products that
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| he pointed things out to me. "The brown
| |
| | inspire purchases, such as sale items.A
|
| brush strokes over here are the back of
| |
| | user's task may be to find a customer
|
| woman's head as the person enters the
| |
| | representative at the company to speak
|
| store. Note the hand on the door handle."
| |
| | with about a product. You may have
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| The colorful canvas portrays glimpses of
| |
| | anticipated this email or phone call, and
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| city life, such as signs, lights,
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| | made a contact form, and put your phone
|
| clothing, people, and buildings. I began
| |
| | number on the site. But how easy did you
|
| to imagine cars honking and that I'm
| |
| | make it for the customer to identify and
|
| breathing city smog. Amazingly, none of
| |
| | describe a page and product on a page so
|
| the illustrations are clearly defined.
| |
| | that customers who call-in or email can
|
| The artist drops clues and the rest is
| |
| | communicate properly? Don't make them
|
| left to your imagination and emotions.
| |
| | say, "It's 5 clicks into that category
|
| You see what you want to see. I know I'm
| |
| | after you go to the second section from
|
| seeing the painting differently than the
| |
| | the third button on the left." That will
|
| other people viewing it because I can
| |
| | not only confuse your customer, but also
|
| hear their remarks.Then, my artist friend
| |
| | the customer service representative.The
|
| says, "Ever since my Dad's experience, I
| |
| | web site's goal is to persuade and make
|
| see everything differently."A few years
| |
| | any task easy to find and perform. No
|
| ago, at the age of 19, my friend came
| |
| | matter how busy the design appears, if
|
| home to find his father nearly bleeding
| |
| | tasks are obvious, and easy to understand
|
| to death from botched major surgery in
| |
| | and use, the visitor will remain. By
|
| which he was discharged too early from
| |
| | focusing on their actions and reactions
|
| the hospital. His chest literally opened
| |
| | by creating task assignments, you manage
|
| back up and my friend held it together
| |
| | to make both a salad or buffet approach
|
| with his bare hands while family members
| |
| | easy to use.What a Lovely Hat You're
|
| got medical help. He saved his father's
| |
| | WearingHow do you get someone to see your
|
| life. Since then, his artwork took on a
| |
| | site the way artists like people to
|
| new form. From this artist's point of
| |
| | experience their art? You bring the user
|
| view, everything is present, in the
| |
| | into the scene. You give the web site
|
| moment, all the time. We normally see it
| |
| | substance.At first glance, when we meet
|
| in bits and pieces, and then miss most of
| |
| | someone, we scan his or her appearance.
|
| what's around us.This struck a chord with
| |
| | We make some judgments as to the who and
|
| me. Should a homepage, for example,
| |
| | what the person is, and maybe where
|
| present everything the web site offers
| |
| | they're from. We have less to go on for
|
| all at once? Is there a way to do this by
| |
| | the how and why. Dating helps. So does a
|
| offering clever clues or gentle nudges
| |
| | drink at the local pub. For each page of
|
| that leave enough to the imagination to
| |
| | your web site, an introductory paragraph
|
| make the visitor want to stay on the page
| |
| | that quickly and simply answers these
|
| until it all comes "into focus"?This was
| |
| | questions will suffice.Google does it
|
| one of the experiences that brought me to
| |
| | with "I'm Feeling Lucky". They've
|
| link Pablo Picasso and web design. Pablo
| |
| | instantly invited you inside, with that
|
| Picasso felt that only by means of our
| |
| | little teasing gesture. The happy colors
|
| awareness do things come into being.
| |
| | logo doesn't hurt either. Those big "O's"
|
| We're normally unaware of something until
| |
| | look like eyes, don't they?Amazon does
|
| it matters to us.Awareness, Experience
| |
| | everything but prepare me a cup of
|
| and Persuasive ArchitectureImpressionist
| |
| | espresso. Their homepage addresses me by
|
| art is not about painting objects as they
| |
| | name at least 5 times. Other words are
|
| are seen, but more about the experience
| |
| | "your" as in "your new releases" and "new
|
| of seeing them.Andrew Chak writes in his
| |
| | for you". Most web sites use "what's new"
|
| book, Submit Now: Designing Persuasive
| |
| | and "we". Amazon likes me, so I buy stuff
|
| Web Sites, "What our users see are the
| |
| | from them. It's that simple.Blog writers
|
| web pages in front of them at the very
| |
| | also captivate us by pulling us into
|
| moment they are trying to do something.
| |
| | their world and giving us everything.
|
| Each page either helps them move forward
| |
| | They share all, from piercing their navel
|
| in the process or puts them a step back.
| |
| | to what they think of their neighbor's
|
| If you have gaps in your functionality or
| |
| | motorcycle shocking them out of bed at
|
| you don't provide guidance to your users,
| |
| | 6:30 am every morning. They describe
|
| you can't expect them to just figure it
| |
| | these things so exquisitely that you
|
| out."One solution for guiding web site
| |
| | squirm at the thought of the poor belly
|
| visitors to important pages or items is
| |
| | button and you can hear the Harley rumble
|
| through the use of persuasion and making
| |
| | in your head. We love our personal
|
| a site desirable. For example, when a
| |
| | dramas. We think, no, we KNOW, everyone
|
| product is designed, some thought is also
| |
| | else does too.Like Picasso's art, and
|
| given to the human response to it or the
| |
| | that of others, you want to know
|
| experience of using it. The same can be
| |
| | something about it, even if at first you
|
| true for web sites.Amazon utilizes
| |
| | don't understand it.What The Artists
|
| persuasive techniques. Remember that
| |
| | Taught MeFor months I've been trying to
|
| "movie screen" ad? When clicked on, it
| |
| | find "that something" that's been
|
| deliberately took me deeper into the web
| |
| | bothering me about web site usability,
|
| site. Other web sites use marketing
| |
| | specifically the age-old question, "Why
|
| content expertly written to keep you
| |
| | do some web sites sell and others don't?
|
| interested enough to keep browsing. Even
| |
| | "I came close when I began using user
|
| better are embedded links within that
| |
| | personas during usability testing. By
|
| text.By comparison, Google's homepage
| |
| | watching my process, my clients realize
|
| interface is minimalistic and simple. Yet
| |
| | how important their web site visitor is
|
| someone realized it wasn't bringing
| |
| | When someone can't order what he or she
|
| everything Google does out into the open,
| |
| | needs from a laptop and cell phone during
|
| so they designed Soople.com, which
| |
| | a twenty-minute bumpy train ride to work,
|
| efficiently lists everything on one page.
| |
| | this is a potential lost sale.Picasso
|
| No extra clicks. No navigation to learn.
| |
| | helped me see how we can direct someone's
|
| The obvious tasks are presented at once,
| |
| | attention even when there are many layers
|
| for instant access. Someone at Google
| |
| | of thought streaming in.When my artist
|
| forgot to read Andrew Chak's Principle #4
| |
| | friend said, "I see the things most
|
| - "You know everything about your site,
| |
| | people miss" during the most mundane of
|
| but your users know nothing."Both the
| |
| | tasks, such as opening a door, or as in
|
| Soople and Amazon design approach quickly
| |
| | his painting of a view from a toy story
|
| bring the user into the web environment,
| |
| | window, I began to understand. His
|
| to experience it, not just stare at it
| |
| | paintings put back the missing pieces
|
| and figure out how it works first. This
| |
| | from our view that we skim over every
|
| is how we also like to experience
| |
| | day. His art, like Picasso's, does it
|
| art.Task, Task TaskWhich design is best
| |
| | with layers, with hints of things that
|
| for your web site? Do you offer up the
| |
| | make you curious, and with details that
|
| mixed salad and plop some tomatoes on top
| |
| | bring you into the moment.Persuasiveness
|
| or do you lay out a buffet-style table of
| |
| | and desirability in web site design are
|
| dishes, organized by food group, and let
| |
| | in the details. They're in the point of
|
| people choose?Picasso once said, "I paint
| |
| | view and in the delivery, and more than
|
| objects as I think them, not as I see
| |
| | anything else, in the experience of
|
| them." The development of Cubism allowed
| |
| | interaction. They are that inner cosmic
|
| an overlapping and interpenetrating of
| |
| | connection between the web site and site
|
| planes on a canvas. This is how Picasso
| |
| | visitor.This is what distinguishes web
|
| offered glimpses of his subject, and how
| |
| | sites from one another and makes some of
|
| my artist friend could paint and capture
| |
| | them functional and productive pieces of
|
| layers upon layers of human life on an 8
| |
| | art.Usability Consultant, Kimberly Krause
|
| x 8 piece of material. It's not always
| |
| | Berg, is the owner of
|
| easy to know where to "enter" a Picasso
| |
| | UsabilityEffect.com, Her background in
|
| painting. The point of view is simply
| |
| | organic search engine optimization,
|
| "everything, all at once".It's not always
| |
| | combined with web site usability
|
| easy to know where to enter a web site
| |
| | consulting, offers unique insight into
|
| either. Every visitor has a different
| |
| | web site development.
|
| mission. Chak refers to them as
| |
| |
|
