Insights

Design navigation for clarity and fidelity

Navigation is not a murder mystery. A great link tells you what it is, and just as importantly, tells you what it is not. There is nothing worse than a vague, meaningless link. Well, there is. It’s a link that promises much more than it can deliver. I call that sort of link a dirty… Read More »

Navigation design: twins and minimalism

For a great many tasks, there are two dominant journeys or paths that customers would like to take. Consider the following tasks: • Download the latest firmware for the RV042 router. • Find the waiting times for Child and Adolescent Mental Health Services. • What is the lowest price service for a 2015 Prius Active?… Read More »

Design for navigational momentum and unity

Design navigation for forward momentum. The core purpose of navigation is to help you move forward. Designing digital navigation is not that different from designing navigation for a road. You always want to be able to help people maintain their momentum and get to their destination as quickly as possible. The essence of momentum is… Read More »

Trust versus use

The recent Facebook personal data controversary raises two questions: How much is our privacy worth to us? How much is our convenience worth to us? It seems that we value convenience much more than we value privacy. Facebook is a business that makes money off our personal data. The more data on us it has… Read More »

Why enterprise software fails (and what to do about it)

The Canadian government’s Phoenix payroll system is no more. It was supposed to cost about C$300 million and deliver tremendous efficiencies. Instead, it has cost C$1 billion and delivered nothing but pain and disaster. “As the government has repeatedly acknowledged, IBM is fulfilling its obligations on the Phoenix contract, and the software is functioning as… Read More »

Why organizations are still so bad at findability

Organizations still refuse to invest in findability. And they pay the price in poor customer experience and decreasing loyalty. Part of the reason why Google is so strong and powerful is not simply because it understands that people like to find stuff quickly. It’s because the vast majority of organizations don’t recognize that it is… Read More »

The most powerful words are often not searched for

In the United States, 36% of people have a great deal of confidence in “higher education” but only 23% have confidence in “colleges and universities”, according a Gallup study published in March 2018. The words you use to describe things can have a very significant impact on how they are perceived. Years ago, we measured… Read More »

If Google wanted to get found in Google

Google isn’t optimized for Google. It’s optimized for searching and finding. Focus on the task of your customers and you are much more likely to get found, used and valued. If Google was optimized for Google what would it look like? Well, for starters, there’d be a lot of content repeating the words “search engine”… Read More »

Complexity is making many experts redundant

David Davis is the UK government Brexit Secretary. David doesn’t believe much in planning or predicting. In his opinion, they should just Brexit and then see what happens because it’s all too complicated to predict anything these days. Back in 2016, David promised impact analyses on 57 sectors of the UK economy that would go… Read More »