Good Design Just Makes Sense

Somebody commented to me the other day on how cool the Apple iPod's navigations system is. His comment caught me by surprise because I hadn't really thought about whether it was cool or not. It just made sense.

Like all good design there is a heavy dose of intuitiveness built in. I don't need to read the manual, go to a class or call tech support to figure out how it works. Rather it's, "Just a sec ...", and I get it.

Your web site and email communications should strive for this, "Don't Make Me Think", approach to design embodied by the iPod and its ilk. The best design eliminates the guesswork from the process.

Good design on a website means that you know almost immediately...

• what it's about, it's purpose, and whether you belong there - good design doesn't waste your time
• where you can go to get your needs met.
• what decisions to make and why you should make them
• how to do business with the site and
• who and how to contact a real person if your questions aren't answered or you need the kind of information only a real, live person can provide (SIDEBAR: Amazing, isn't it, how may sites don't have any sort of contact information. I mean, I know you're a big company and all but can't you at least put us in touch with your central company switchboard?).

So consider, or reconsider, your site's design. Does it just make sense? And don't take your word for it. After all, you know how it works. You already know where to go and what decisions you'd like your viewers to make. Your opinion doesn't count. If you can afford formal testing, do it. If you can't, organize everyone you know to review and provide feedback on your website or other digital communication. Give them tasks: find something, buy something, subscribe to something, etc.

Remember, your visitors are always only one-click away from good-bye.

Thanks for reading...

tom.gray@gemsolv.com
GeMSolv.com