Curse of the Websites and magical UX design

Imagine an ordinary director, who decided to make a normal site for the least common of the company. He found the nearest web developers with honest eyes and in a few words on a napkin described his wishes for the usual standard corporate website. Or maybe he went easier - pointed to a similar site and said: "I have the same thing, only better!". Developers accustomed to their own written terms of reference and to honor him executed. Then as we could have filled the site content and running, praying. A month has gone to the site of dozens of robots and a few casual visitors. Director spoke about SEO, to which he reluctantly had to provide three months to 50 thousand rubles. - "To try" and "so sure". Thanks to the promotion of the site began to appear in the SERP and the counter began to show almost a thousand visitors a day. During this time, the managers rang of 5-10 people a month, saying that they look at the site and they have a question about a product. The real client was the only one, and then, in little things. Killed sadness director canceled all this senseless SEO and indignantly rejected the proposal to spend more money on services "partisan" and "social" marketing with "100% result." Attempts to determine the cause of failure may not lead to anything - all the experts just shrug and again advised to spend money on SEO, contextual advertising and marketing. Or order a new site for the new development - what if this time it will turn out better. And then search for the causes of failure of the mind moved from the area of metaphysics. Who knows - maybe the developers of the site is negative karma (Habré), or the hosting of the site is located on an old Indian cemetery, or the server is not sprinkled with holy water, or bewitched by ftp, or a competitor had paid the money, and psychic energy-it is using a generator of acoustic resonance ( model tambourine) took, and the whole site is cursed!

The same unexplainable cases occur not only with corporate sites, but with all the others, especially with online shopping and Web services. It would seem that some good people have ordered from the site of other good people who are honestly made ​​them a good site, and the result was not good. Who's to blame? What should I do? Let's see, without mysticism. For example, we tested the professionalism of web developers and the quality of their work checked by independent experts. Established that at this point there is no punctures. What else could it be? Bad company, bad product? Checking - an ordinary company, an ordinary commodity. There is worse is better. Some of those "worse", it is great to live and trade in full over the Internet. Guess what's the problem? Let's rewind, on first call, the Director and web developers. See, the director tells web developers that he would like to see on the site, and they diligently recorded this ... Stop! Here is the place. The director says that in his opinion should be on the site. Question: "How did he know?" In fact he knows what to the site for his business - there is no doubt. But the deal - how it should be done on the site, the director is absolutely incompetent. And how could he be competent, then? He has no experience in web technologies. He does not know about designing web sites absolutely nothing, but at this point is actually engaged in the design of the site, and at the professional level lower than amateurish. It is therefore not surprising that the result is at best a "no", and at worst ridiculous and absurd. For a leader there is nothing wrong to entrust it to professionals. He just trusts bookkeeping - accountants, writing contracts - lawyers, and repair of toilets - plumbing. "Excuse me, dear" - you might say. - "But this area of expertise is clearly a web developer, which should not we insist that simply must engage in a comprehensive design for the customer. He also paid for it and pay, in itself, it is! "It would be so were it not that way. The design process with the participation of the customer, it is very controversial, and its main problem is usually the customer himself and his beliefs. Arguing with the customer and the mortgage yourself to the draft decision, which complicates its development - can only afford a super reputable web developers (eg, "Lebedev Studio") in which it turns out well, or just idiots who are thus only hurt yourself. Normal web studio that makes money primarily interested to make a website as easy as possible to develop and have as little as possible to the conflict with the customer. That's why, engaged in designing special people in the state of the customer, and if there are none, then invited independent consultants from the outside. design itself is called User Experience Design (UX design), or in Russian "Designing user interactions." As the name implies, it focuses specifically on the user and a set of different techniques, made ​​from a mixture of engineering disciplines, design, marketing, sociology and psychology. It sounds complicated, but it is actually easier. On the one hand determined by the goals and objectives of the system, on the other side - the goals and needs of users. And the task to design a system to make friends among themselves. work comes about in the following sequence:

1. Identifies goals and objectives of the system (products and customers in the event marketing).
2. Determined by the users, their roles (based on their goals) and scenarios of their behavior.
3. Based on this scenario are built for users to interact with the system.
4. To implement the scenario interaction is required to describe the required functionality, which will carry out this interaction.
5. All of this is simulated and collected in the form of interaction diagrams.
6. And a smooth transition to direct the design of the block diagrams of pages (wireframes).
7. On this basis, has already made the final touch - the usability and design.

If you look at it from the customer, then all is as follows:

1. There comes a UX designer or consultant to meet with the client / project and the author tries to understand most fully the aims and objectives of the project (goods, services and features.) And as to form images of the users (or clients-buyers).
2. During the discussion, UX designer offers custom solutions for organizations of user interaction based on their own experience and discusses them with the customer / author of the project.
3. Having learned all the necessary information, UX designer begins the design (step by step from the previous list) and periodically synchronizes with the vision of their own experience of the customer / author of the project.
4. Result is a finished project in a comprehensive description of all aspects of interaction, functionality, and with pre-block design that is suitable for any web developer as teh.zadaniya. And perhaps the best and most accurate teh.zadaniya from those they usually get.

UX design is not a panacea for all ills. But if you need to make a website (online store, a web service), comfortable for the people, then you only need it. They can increase the conversion of visitors into clients / customers / users. There is a good phrase: "UX design - is the scientific study of common sense." It is worth saying a bit about the differences in UX design and usability, and that many have a feeling that this is the same. Usability is a region of UX design methodologies and is responsible for the convenience, consistency, coherence and consistency of the visual interface. In other words, usability is responsible only to the question "How do I do?" And UX design first begins with the question "What to do." Example: You have to do the job yuzabilistu form new user registration as simple and understandable. It honestly started this puzzle and gave the decision-employed, although it still had all the required fields for registration, issues and controls. If you set the goal to improve the site before the UX designer, it would most likely come up as to opt out of registration, thereby removing unnecessary steps for users. If it was a master of UX design, it could (in some cases) to come up with as much as possible to abandon the whole site in general, but it faces the goals and objectives to solve successfully many times by increasing the conversion (such as integration into a social platform.) If You get the feeling that your site has covered such a curse seal, or you want to raise the conversion of visitors, or plan to make a new version of its excellent site - you know that you can help and who should be treated. PS I PR. 8-)