As a design professional, I provide solid expertise in a broad-reaching competency defined as Experience Design. Experience Design goes beyond simply providing a pleasing ‘face’ of color and layout, but touches every aspect of interaction with the user. It’s not about simply designing the appearance, but rather designing the experience. I’ve been privileged to work with and learn from many talented and creative individuals; designers, innovators, technologists, experts.

Experience design includes, primarily, the following competencies:

Information Architecture

In an information age, content is the most valuable commodity. Designing the Information Architecture ensures that content is properly labeled and organized, allowing for both findability and usability. Understanding the needs of the target audience and the patterns of human research assist in designing logically organized content structures.

Usability

The primary notion of usability is that an application or site designed with a generalized users’ psychology and physiology in mind will be more efficient to use, taking less time to accomplish a particular task, easier to learn, and more satisfying to use. Through testing, research, and a knowledge base of human behavior, our usability experts can provide insight and design considerations that enhance the user’s experience and ensure a usable product.

Interaction Design

Closely identified with usability, Interaction Design involves both a high-level and very detailed plan of how a user will interact with a website or application. At times, the path of interaction is arbitrary, and defined by the user’s needs, and at other times it is planned to lead the user through a series of tasks to accomplish a desired goal. Interaction Design is often overlooked in application development, however I take special care in planning for a positive, profitable experience.

Accessibility

In computer interface terms, this is the ability to access information and services, primarily for the disabled user. In many countries this has led to initiatives, laws and regulations that aim toward providing universal access to the internet, programs and applications. Designing for accessibility is an area of expertise that comes with a deep level understanding of user needs and regulatory guidelines. It involves the visual considerations of the interface as well as the code used to program them.

Visual Design

Successful design is more than just pleasing color palettes and proper font choices. It is understanding the personality of the brand, the needs of the user, the constraints of the delivery medium, current trends and user behaviors. It is making visual considerations in interface graphics, typography and layout that will best aid the success of the product. While visual designers are plentiful, having the talent, competency and disciplines to provide exceptional design that wins is critical. I have become adept at bringing the client vision into reality through a systematic approach:

• Understand
• Ideate
• Design
• Deliver
• Evaluate

This approach allows us to gain a full understanding of our client’s needs and to arrive at, and deliver, the best visual solution.

HTML development and style

Standards-based programming for the User Interface is a necessary portion of web-delivered media that involves well designed code and file structure. This helps to provide longevity of product, as well as ease of maintenance.

Multimedia

Ranging from the design of audio and video to interactive presentation, multimedia provides a rich experience to the user.

As I wrote some time back on the subject of web accessibility, it appears the subject is enjoying a high-profile look as the 34 European Commission member countries just signed an agreement committing themselves to, “Internet for All”.

I’m quite interested in seeing how this plays out over the next few years, and whether the US makes a similar agreement to ensure accessibility to all Americans through the promotion of web-standards. The United States already requires government websites to be accessible to the disabled, and I think it is just a matter of time before regulations are imposed on all public entities to comply as well.

And when the time comes, it will mean a lucrative opportunity for many a standards-aficionado… and will cause a boon in things like standards instruction, books and site content.

Let’s cross our fingers.

When developing websites for the widest audience, it’s important to pay attention to typography… the wrong fonts can destroy the entire message of the site.

Here are links to fonts for various platform/OS combinations that can be used in your websites.

Mac

• Mac OS X fonts
• Mac OS 9 fonts
• Microsoft IE core fonts

Windows

• Windows 98 fonts
• Windows XP fonts
• Six new Windows fonts in 2006 (not widely available for some time, but they provide some new options to anticipate.)

I recently followed an link is my RSS reader so I could comment on a thread over at 37 signals regarding Ridiculous uses for Photoshop.

In the post Ashley talks about using Photoshop, a rather large program, to do a tiny, menial task like picking a hex color from a photo. She seems to lament the fact that Photoshop is overkill for this task, and asks if there are any simple applications out there that do the job better.

At 37 Signals, it seems the mentality is that everything should be stripped down to a basic task and made into an application. The thought being that a single application that does one thing extremely well is better than a massive program that does tons of things you’ll never need.

I understand this on the surface, especially when most people may never use the advanced features of a larger program. But here is my issue: I would rather have one good, larger application (ie. Photoshop) that does everything I need within a specific taxonomy (ie. Raster manipulation) than a ton of tiny programs that each do one thing very well.

37 Signals’ viewpoint seems to assert that a large program cannot do all things well, and that somehow “small” translates into “more focused and refined”. But could it be that a program can actually have a large set of tasks and functions, and do them all well? I think so.

The advent of Web 2.0, as cool as it is, has really begun to irritate me with all these “tiny little apps” that all “do one thing very well”. Each of these apps comes with its own URL, it’s own login, it’s own password, own interface, own learning curve, etc. In this case, is it easier or harder to get things done?

I’m not at all against small apps. I’m not against entrepreneurialship, or options and choices either. In fact, I believe there are times when less really is more. But in many cases, could it be that the less we’re looking for is not less features and less size, but rather less apps and clutter to deal with?

After spending some time researching and fiddling with .XML files in my Dreamweaver installation to enable code coloring for Ruby on Rails, I found a link to a new extension that does it for me. Just download and install the extension and install using the Dreamweaver extension manager.

From the “Riding the Clutch” website…

I’ve been working on an extension for Dreamweaver that adds file support and code coloring for Ruby and Rails files. I posted a question about it on the Macromedia form and have had a couple people asking for a copy, so I’ve decided to make it official! I hearby release the Rubyweaver 1.0.0 extension for Dreamweaver MX 2004 and up:

The new version has basic Code Hinting, Syntax Highlighting, and Code Coloring for both Ruby and Rails files.

Click here to download the “Rubyweaver” extension.

When building a website, many decisions come into play that affect the overall project, including information architecture, design, coding and testing, and more. Because there are so many facets of development to consider, the basics can often be overlooked. One of these basics is clear content navigation.

The goal of any website should ultimately be to assist its visitor in accomplishing their purpose in the most logical, intuitive way. Because the purpose of most websites is to present content to their visitor, it is imperative to streamline the path to it.

Jeffrey Zeldman wrote in his book, Taking Your Talent to the Web that all content should be accessible to the user within Three Clicks, or the visitor will get frustrated and leave. While this is a reasonable assumption, it isn’t necessarily accurate. I’m in favor of anything that helps web developers focus on streamlining their navigation, but a recent study shows that users don’t mind clicking to get their content, as long as it’s logical and quick.

Humans have an incredible ability of grouping and categorizing data. We need to recognize that people use these skills to both construct and deconstruct information, and then determine what task they will be performing at our sites.

For example, when building something, we take inventory of the resources that are available, group them into their functional classifications, then assemble them as needed. This is a constructive task. Even though many people use websites to gather information that will be later grouped and assembled, the actual process of information gathering is not constructive, but deconstructive. For this reason, we should present our content in a logical way that aids the deconstruction process.

To do this, we present content from a macro- level to a micro- level. Present information in their major, logical categories first, and let the visitor to our site perform their natural process of deconstruction. They will continue to click and break down the hierarchy until they reach their desired level of content… as long as it’s presented in a logical manner that lets them drill down quickly.

Some sites try to float everything they think is important to the top page of their site, with the intention of assisting the user in finding what they need. This method of content presentation only adds unneeded confusion and complexity to the site’s navigation and layout.

While it is sometimes helpful to bring important, or frequently used information up to the main page of our site, this should be the exception rather than the rule. Otherwise we will quickly clutter our page with content that is relevant to some, but useless to others.

Let visitors use their innate ability to search and deconstruct, and aid them by using clarity in navigation, and logical breakdown of topics and categories.

Have you noticed a trend in product packaging lately? I looked into my refrigerator the other day and noticed not less than six items that were packaged in squeezable plastic bottles! Some things have been packaged this way for years, and it is amazing that it’s taken so long for other products to “catch up” (pardon the pun). I vaguely remember the first time my mother brought home a plastic, squeezable bottle of ketchup. We were used to the glass bottles, and this plastic container seemed like the smartest thing ever made! No more having to wait for the thick red stuff to pour, we could just apply a little pressure and, “squirt!” Genius! But it wasn’t until recently that other logical food items started appearing in squeezable plastic containers. An idea long overdue, I think.

How a user relates to the product they’re using ultimately dictates the future success of that product. It is for this reason that companies who care about their future will look at ways to improve their product that enhances the user’s experience. Most companies have a research and development department, but their focus is usually more on making their item cheaper to produce by cutting thicknesses, reducing employees, using cheaper supplies, etc. Where these companies would benefit even more… both in the long- and short-term, is by securing their user base through good experience design.

Have you ever found yourself struggling with something that you know should be easy to use, and you ask yourself, “Why in the world do I even bother with this junk in the first place?” As a website developer, I have taken an interest in User Experience Design, and the habits of people that use them. One thing that has always intrigued me is why people subject themselves to poorly designed and built websites when other more well-developed options are available. In other words, why do Bad Designs work?

History is replete with example after example of people overcoming bad experiences. Whether we are talking about inventors like Alexander Graham Bell, or civil rights leaders like Rosa Parks, bad experiences are the mother of innovation.

In a world that is advancing rapidly in technology and innovation, it is still amazing that people willingly continue to use a bad product even though there are better solutions available. As a case in point, a friend of mine owns and uses a software that has been abandoned by its developers for over 5 years. Not only has this software been defunct, it has been replaced and improved upon to enhance usability, productivity and quality. The price is still very reasonable, but still he will not change. But this is just one example. You can easily apply the same attributes to places we visit, people we associate with, tools we use, and cars we drive. For some reason, we continually find ourselves using Bad things even though they cause us grief. So, Why does Bad Design work?

People are Stubborn

First of all, you have to recognize that people, in general, are stubborn. We use things that we hate to use, and buy things that we hate to have to buy, and visit websites that frustrate us to no end, because we are stubborn. We want to make things work, even though they aren’t designed to work. Hate them as we do, we continue to buck common sense and use, visit, and buy these things in spite of the better options. Bad Design works because we are stubborn.

People are Ignorant

Well, that is certainly a sweeping generalization, but in reality we cannot experience what we do not know. Often, Bad Design works because we aren’t aware there are other options available. Despite all of the shortcomings of the Internet service provider, AOL, people still use them because they are ignorant of their other options. For example, my aunt recently upgraded her Internet to 9.0. Did you catch that? She didn’t upgrade her AOL software, she upgraded her Internet… so she thinks. See, though she hates the advertisements that bombard her while online, and she hates the dropped connections, and she hates the busy signals, she persists to use AOL, because she thinks AOL IS the Internet. Bad Design works because we are ignorant.

People Love Rewards

I think I speak for the whole of mankind when I say that we love to be rewarded. Whether it is a pat on the back, or a hot slice of apple pie ala mode, or a great feeling inside, or whatever… I love rewards. Many people suffer through bad experiences because of the reward at the end. We work 40 plus hours because of the paycheck. People exercise because they feel good and their pants fit better. Though there are so many negative affects people suffer from things like recreational drugs, smoking, and alcohol, they subject themselves to the negative aspects because of the rewards. People use poorly designed and executed websites for similar reasons… because of the rewards they gain.

For example, let’s say a person visits a website to purchase movie tickets, but the interface is confusing and difficult to use. There is no search feature, and the movie times are not organized logically. The site requires registration as a member, when they don’t want to become a member… they just want to purchase a ticket. The form fields are confusing, and when they submit the form with errors, they are taken to a new page and forced to re-enter all of their information again. After trial and error, they finally figure out how to get what they need and complete the sale. The reward? Their tickets.

The rewards can be news content, video feeds, conversations, products, or various other tangibles. People get used to sacrificing a desireable experience for the greater good. People love rewards.

Conclusion

While it could never be argued that Bad Design is better than a well thought out and implemented User Experience, it is certainly true that Bad Design can work. As developers, we stand to gain measures in customers, user satisfaction, revenue and more by countering Bad Design. We can do this by educating people, streamlining the user experience, and clearing the way to the rewards they seek. Bad Design can work, but it doesn’t have to.

Perhaps the golden question people will ask in any type of relationship, whether business or pleasure, is, “What’s in it for me”. There is a desire to make certain that the amount put into a venture will at least produce an equal amount of return. In other words, what is the Return on Investment, or ROI?

The answer to the question, ultimately, depends on how one defines ‘return’. Though the first response is usually calculated in dollars, ‘real world ROI’ is not necessarily found in the tangible, the physical, or the almighty buck.

DETERMINING THE MEASUREMENT

Recently, when posed with the question, “What do you expect to gain from your website?” the client of a colleague responded, “I just want to get home in time to catch my son’s little-league games”. Another client said, “Just keep me from going bald, that’s all I ask.” meaning that he didn’t want to pull his hair out anymore over support issues.

Since ROI cannot always be determined by the number of dollars that land in the bank account, it is important to find out what really matters to the client. When all is said and done, how will your client measure the success of his online venture?

For some clients, the measuring stick will be a reduction in support calls, for others, it will be a rise in customer satisfaction, and still others will measure their success by the amount of traffic their site generates.

THE GOAL IN SIGHT

With the measuring stick defined, it is now possible to focus on hard numbers. For any desired result, there will be a realistic measurement. If it is a reduction of support calls, you should ask them to determine what that reduction number might be. If it is an increase in site traffic, have them define how much of an increase they would like to see. If it is less time spent in the office, have them define this. The key is in having stated goals and then determining how to reach them.

HITTING THE TARGET

Now that your goals are defined, you can focus your efforts more clearly in areas such as information architecture, design, and marketing as it relates to the stated initiative. Special attention can be given in each area of development to ensure that the client’s ROI will be targeted. Otherwise, the results of your site will be dissatisfaction by your customer, and an ultimately failed project.

CONCLUSION

The most coveted benefit of an online venture for some people is undoubtedly money, but not all clients are on a quest to increase sales through their site, and still more do not have an income-focused site to begin with (for example, churches, non-profits, political sites, etc.). While you may not be commissioned to generate monetary returns, you can still deliver on your client’s satisfaction by helping them define what ROI looks like in their eyes, and then putting a well-defined plan in place to reach that goal.

I have a feeling that I may begin posting more about offline-experiences as they relate to user-experience-design, accessibility and usability, but I was compelled today to comment on one pleasurable experience in particular… the Dorito.

Being very involved in the usability and architecture of websites, my mind is constantly soaking in ideas that are relevant to my work. Today, as I sat coding a new website for Frederick Meijer Gardens for work, I was crunching away on some tasty Dorito chips, (and thoroughly enjoying myself, I might add) when something ‘clicked’.

As if trying to stop a steaming locomotive, and much to the displeasure of my tastebuds, I put the brakes on my hand-to-mouth action and pondered for a second… my Dorito has rounded corners! I don’t know why I had never noticed it before, but here in my hand was a Dorito that was purposely designed with rounded corners.

It didn’t take long for me to figure it out… milliseconds, in fact… but this chip was designed to enhance my user experience! In times past, I recall shoving chip after chip into my mouth, and then, out of nowhere, comes that fateful sharp-edged-chip poking right through the roof of my mouth and causing an unbearable pain for a few seconds. It was enough to put the chips away and stop eating. After a while, I began to associate Doritos with a pain in my mouth.

I think someone over at Frito lay picked up on this, and made an earth-shattering discovery… “Hey! If we round off the corners of these things, people will stop poking their fool selves in the mouth! Less pokes equals more eating… More eating equals better experience… Better experience equals more sales!” (It doesn’t take long before money enters the equation, does it?)

This is just another great example of the sensibility in designing your product around creating a good experience for the user, whether it’s a website, a woodworking tool, a car instrument panel or… a Dorito.

Thank you, Frito Lay… for the great user experience.