“ Business Centered Design” Sameer Chavan VP- User Experience & Design
Business Centred Design
In UDC, focus is on User tasks. Sales and marketing are left on their own.
E.g Enterprise web apps, desktop apps, etc
In BCD, Sales, Marketing and UI work hand in hand.
E.g all consumer web sites, ecommerce, etc.
Usability alone does not work. Users need to be guided to meet the objective of site.
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For a site to meet its strategic objectives, it has to orient and direct its target audience through the process of conversion, whether that conversion is
buying a product, subscribing to a newsletter, getting register, or applying for jobs, contacting other users, expanding network, sending an enquiry for property .
Naukri Jeevansathi 99acres Brijj Generate Leads, increase page views, get adds clicked, increase database Registration View jobs Apply for jobs Buy Services Registration View match Initiate contact Buy service View Property Post property Send enquiry Registration Add contacts Build network Post/apply jobs
Merchandising - Strategies Naukri Jeevansathi 99acres Recommend jobs, similar jobs, targeted Ads, Recommend Match, similar profile, targeted Ads, similar Properties, targeted Ads,
Things go wrong when information architects look at content solely as a structure that has to be organized into vertical hierarchies
Think in terms of iterative decision-making processes
Web pages must grab the user's attention and instill an interest to move forward while making certain that the entire experience is satisfying
The way people make buying decisions can be highly complex and irrational. Factors such as trust, comfort, confidence, and ease of the process are often more important to the customer than price and hard facts.
Persuasive architecture - Eg
Cutting Exit paths
Registration flow – no tabs
Forward flow only
De-prioritize cancel buttons
Highlight call for action
Keep user in moving forward and engaged to complete his task
Promote new Features
Bring new functionality up front above the fold
Define Hero of the Page Search is Hero
Search & Quality data is hero
"The seducible moment can happen only when users have completed at least part of their original quest. It's difficult to lure users away until they've reached this (self-defined) point; before that, they will simply ignore distractions.“
When users go looking for information, they have a goal. A successful seduction depends on both the context and the strength of the goal: users won’t be deterred until they’ve accomplished some or all of their goal.
Seductive Design- EG
The concept of the seducible moment argues against placing web ads in their traditional place at the top of a page. Users seem more willing to be seduced if an ad appears after they’ve found the information they’re most interested in.
99acres E.g -
Page sizes.. How much is right – The KB fights
Browser compatibility and resolutions --- 1024 or 800 ?
Page constructions.. What to load first .- content or actions
Agile process… Do we have time for U-test, card sorts
Click through paths, Web statistics
So What ?
Is Customer Centered Design Bad ?
Does it imply that if we Design for business objectives and merchandising then we are no longer the users’ advocates and start acting like aggressive and manipulating sales people?
Persuasion architecture is a particular way of communicating your prospective users to take the action you want them to take & they take it because they understands that action is in their best interest.
Ultimately, buyers who realize afterward that they’ve been manipulated won’t buy again