Have you ever given up on a website because it was too difficult to use? Have you ever written a bad online review because your experience with a compHave you ever given up on a website because it was too difficult to use? Have you ever written a bad online review because your experience with a company was so terrible you just had to share it with the world? Have you ever thought of ways your own company could avoid these problems?
Aaron Shapiro, CEO of digital marketing and design company, HUGE, identified a list of Fortune 1,000 companies that were using digital technology effectively in order to illustrate why businesses should be focusing on the user. Users are defined as anyone who interacts with a company through digital media whether they were customers, brand fans, journalists or employees. Companies who put users first have been seeing big wins and anyone who conducts any sort of business on the web – whether it is for ecommerce or just having a site to connect with your customers – can learn from the lessons in this book.
I’ll admit at first that I thought he was only speaking to medium to large-sized companies, but as I stuck with it I found myself highlighting a lot of examples of how I could incorporate some of these user-centric ideas into my work at a public library. Yes, you have to have the right technology people on board, but you also need to get your whole organization behind focusing on the user in order to create easy, fun, useful experiences for people who interact with you online.
This book is an excellent introduction to designing experiences for your users. It will also help any manager trying to figure out who to hire and how to go about making the changes that will make customers happy and keep them coming back for more. ...more