January 2013 Summaries

Situation: Your users know you provide a feature, but when they approach it, they're intimidated by long forms, strange questions, and weird labels. They don't know where to start or when the confusion will stop, so they walk away. Some tasks are inherently complex, but complicated solutions can be off-putting; instead, make them simple by breaking them into steps with inline help, using plain English, and offering smart defaults and templated solutions that users can then edit. This approach is demonstrated by web app 'If This Then That' (IFTTT), which uses 7 steps to create a rule but asks easy questions, making complex tasks less daunting for users. An example of this approach in action is seen with an Intercom customer who changed their sign-up process to provide a campaign ready to rock, with a budget allocated and start dates set, reducing the complexity and intimidation factor for new users.

The problem of underutilized features lies in the way they are presented to users, often due to UI blind spots, unclear labels, or buried locations. To improve call-to-actions, designers can use observational research to identify issues and gather feedback from potential users. Key principles include using text with icons, remembering user familiarity with button locations, and providing clear and reliable iconography for tasks. Effective solutions involve speaking the user's language, using triggered messages to promote underutilized features, and making changes that are not subtle or ambiguous.

The value of offline advertising is difficult to measure, as metrics such as impressions or click-throughs are not sufficient for certain goals like increasing familiarity with a brand. Effective ads aim to attract attention that reinforces brand values, rather than just grabbing attention. Some online ads struggle with this balance, resulting in cluttered and unengaging formats like leaderboard ads. In contrast, effective offline ads can be remarkable, informative, and memorable, making them more impactful than their online counterparts.