social media and usability for marketers
There is no 100% guaranteedsolution of how you can makeusers love whatever you’reoffering but we can usuallymake an educated guess asto how to make it great*.
Although the products and servicesaround us change all the time,human nature does not - we stillapproach new situations dierentlyto those that we know, we still wantto eel supported and will always getrustrated when things don’t go aswe expect them to. So by applyingwhat we know about humanpsychology and behaviours onand ofine, we can guess what willsatisy our users - and then test ourtheories and make improvements.
*though as Nassim Nicholas Taleb exploresin his book ‘Black Swan’ sometimesthe most unexpected solution will bethe most successul.
Good vs great usability
Good usability allows an ‘average’ user todo whatever we want them to do withoutbecoming frustrated.Great usability will allow a user to do whatthey want to do and get excited about it;they will talk to their friends about youand engage with you regularly, creating afantastic positive buzz around a companyor product.
As in lie, every web user hashad dierent experiences whichinfuence what they expect romuture ones. As these are unlikelyto be the same as yours or mine,how can we try to meet theirexpectations or know whenwe have exceeded them?
Know your users
As a starting point, try to nd anyinormation you might already holdabout your target audience - lookor market research, interviews,previous usability tests or pollresults (these don’t have to beweb related). I you don’t have thisinormation, approach the memberso your team that have most contactwith your users and mine them orinormation and o course, ask theusers themselves through on-sitesurveys, ocus groups, usabilitytests – whatever is most appropriateto your needs.The more knowledge you haveo your users, the more thewhole team can let go o theirpreconceptions and empathisewith them. This empathy can thenbe used to develop and evaluateoptions or solutions that willgenuinely motivate andreward users. This empathy canthen be used to develop andevaluate solutions that will genuinelymotivate and reward users.