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Design websites with use-cases

Sunday, January 6th, 2013 by Servage

How often do you visit a website and want to do something, which doesn’t work right away? Don’t you just get totally irritated and think of the website as a bad one, because of that? How often do you think people experience the same thing on your own site?

The “You know it already” bias

Think about it… No matter how well you think your own site is, you should never forget about one important factor: You already know the website! You know where to find which information. You know which idea lies behind the menu structure. You know what happens where and why. However, which seems obvious for you or repetitive visitors, may not be nearly as intuitive for new ones. You are biased by the fact that you already know the site – thus your are not an objective measure of the quality of the website.

What do customers want?

In order to create an objective evaluation of the website, your should define which targets you want the customers to reach. I am not talking about the design or the layout, because that is really mostly a matter of taste. However, layout and design can have an influence on how intuitively one can navigate a page. Anyway, what is important for you is that your customers get what they want from your site – therefore you should make sure to define exactly what that is.

Example hairdresser

Let’s say you are a hairdresser. What do you expect as a customer from a hairdresser website? Well, you could be a recurring customer who want’s to get the phone number. So make sure the phone number is easily accessible, maybe on every page. What if you’re a potential new customer who want’s to see your prices or your location? Make sure the pages containing this information are easily accessible – and up to date! These examples may sound rather simple, but it’s amazing how many get lost on other things on their way to the really important stuff.


The conclusion is that you should identify your visitors needs and define concrete tasks and goals they want to achieve. Thereafter you test your site against those goals in terms on how easy and efficient you can reach them – clear of any subjective influences.

Good luck :-)

Design websites with use-cases, 4.5 out of 5 based on 2 ratings
Categories: Business


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