38. User-Centered Web Content Start Page: Job Shop Owner UNAWARE Learn About The Problem RESEARCHING Learn About Solutions DETERMINING Why We Are the Right Solution DECIDING Value, Price, Peer Acceptance AWAITING/ USING Support Related items
Introduce myself, mention Arends is based in Chicago area
How did this slide get here? Apologies to people from Milwaukee and St Louis, props to Tim from Arizona
Since this is the last presentation of the conference, and it’s right after lunch, I have a few rules
Let’s talk about some internet facts of life
We use the phrase “sticky” and call it the web but that’s not really right either
A target
A target might be for pistols, or bows and arrows, or darts; don’t have to score a bullseye to get points but the bullseye is best. The web site is very passive…
Clients don’t like to think of themselves as targets; like to think of themselves as the hunters. Consider the kind of vocabulary used with push tactics.
Can only put it in front of the people who come to your table, and you can’t make them eat it
Orbitz golfing game is my latest addiction
Yadda yadda yadda; same old thing
To use Jeff Chesbro’s term from yesterday, “paradigm”; bravo to us all for not using it repeatedly
Those of us who are usability proponents treat Nielsen’s book “Designing Web Usability” like the Bible or the Quran
Simplistic example of ours, content pathways geared towards target audiences Some of you have familiarity with steel joists and decking—used in large scale construction for roof structure
Other aspects of pull
Some qualifications about pull and why it is not necessarily better than push, but different in many positive ways
Or as we like to call it at Arends…
As fine as you can parse the target, and serve up segmented data, the best it will be