Mindset then methodology

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mindset
then
methodology
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What I want you to do

• Site Visitors
• Give feedback.
• Poor service is not to be put up with.
• Site Owners/Designers/Builders
• Get out of your head and into the world of your
  customer. Then do your thing.

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• Throughout history, the winners have been the
  businesses thatunderstand who their customers
  are,communicate with them, andmake their wants
  and needs an integral part of their business.
• Michael Wilson, CEO - there.com

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Simple, clear purpose and principles give rise
tocomplex and intelligent behaviour. Complex
rules and regulations give rise tosimple and
stupid behaviour. Dee Hock
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Customer-centric

• From the customers perspective
• their needs concerns
• Task focussed
• they come to your site to do something
• Could be to get information
• Conversational
• a flow of implicit and explicit questions and
  responses

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Other-centric

• Organisation
• Products Services
• Technology
• Design
• The Brand
• Content

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The go fetch model
We throw up some content. You go fetch it.
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Where are these sites centred?
the organisation
products services
the customer
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How many customer-centric?
Org/Product
Customer
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1,680 pixels
13,200 pixels
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Usability Accessibility
Accessible does not mean equally unusable for
everyone.There is some overlap between usability
and accessibility. If its not usable, it wont
be accessible (to anyone).
Web Site
Accessible
Usable
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Usability vs. Accessibility
Plan/Design/Build Accessible is boring/LCD.
Usability tested. Result People with impairments
frustrated.
Plan/Design/Build Both integral through the
complete process. Fully tested. Result Maximum
reach.
Plan/Design/Build No planning. Not
tested. Result May look pretty, may satisfy a
niche audience. Generally useless.
Plan/Design Build Accessibility bolted on
after. Result Compliant, theoretically OK
Usable
Accessible
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Accessibility Myths

• Accessibility only benefits blind or
  vision-impaired users.
• Accessibility means sites are dull and boring
• Building an accessible site is expensive
• People should view a web site the way the
  designer intended
• Keep to text-only

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Speed of task completion
Deaf Blind Low vision Mobility Reading
4 million careful owners ü ü ü û
Beehive ü û ü ü û
Bioethics Council   ü û
Community Net ü û ü ü
Companies Office ü û ü
Department of Labour û ü û Ü
Embassies û û ü û
Employment Relations Service ü ü ü
Ministry for the Environment ü ü û ü
GCSB û ü ü û
Good Practice Funding û ü
Government Jobs û ü
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Speed of Completion Satisfaction
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Accessing a site with impairments

• Getting into their world. We cant really know
  but these ideas may help in understanding.
• Deaf your site is in a foreign language with
  some recognisable words
• Blind your site pages are accessed in a linear
  fashion from top to bottom
• There are some facilities to skip
  forward/backward
• Low vision your screen is 320x240 resolution
  with perhaps poor colour and fuzzy
• Mobility impaired you must tab to the link or
  form field you want
• Reading impaired some recognisable and
  unrecognisable words hard to follow and process

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Some principles

• Listen understand then put yourself in their
  place
• Not everyone is the same
• Determine the audiences
• Understand the important differences
• Tame your magpie and your graphics designers
• Its all about dos
• Speed of task completion satisfaction
• Customers dont care about you or your site
• They care about themselves
• You are a service provider
• Dont overestimate the knowledge/skill of your
  customers

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The common branding myth

• An organisations brand is
• Its logo
• Its visual identity
• Its branding statement, definition,
• The brand is really
• The perception in the mind of the customer.
• The visual identity helps shape that perception.
• The site usability is shapes it even more.

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Some actions

• Deal with the politics early
• stakeholders tend to be stakeholder-centric
• Establish a (documented) site charter
• this lays down the objectives and can be
  referenced against for design decisions
• Branding slave or master?
• it has its place keep it there
• Dont be a bore create a conversation

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Customers dont care about your website or your
organisation. They care about themselves. Show
them you care about them and then theyll start
to care about you.
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Lets build a site

• Who are the audiences?
• What are their needs?
• What do they want to do?

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Thank you.
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Contact Mike

• Mike Osborne
• Web Success
• P. 04 934 2821
• M. 021 675 010
• E. mike_at_websuccess.co.nz
• W. www.websuccess.co.nz
• Blog www.NoWombats.com

• Mike Osborne
• AccEase Ltd
• P. 04 934 2821
• M. 021 675 010
• E. mike.osborne_at_accease.com
• W. www.AccEase.com

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