Goodwill hunting - the art of generating goodwill with your users

So i was re-reading Steve Krug's "Don't Make Me Think" and a few (ok more than a few) pearls of wisdom came back to me as to why 'this' (this = user experience, interface design web standards etc) is so important to get right in the first place !! You need to be very clear about what drives customers away, and what keeps them happy.

Let's talk about what generates negative goodwill (I'll call it badwill):

• hide the most useful information where people can't find it - this includes contact #'s, store locations, shipping costs, prices, availability of stock, delivery timeframes
• Don't let me do things the way I want - I don't want to have to enter in (), -, etc. I will add my own 10 cents here, and if you need data in a certain format then at least tell me what format is required
• Ask me for information you don't need, OR I can't see value in providing to you - now this is CRITICAL !!!!!! If you ask a person for information you have a duty to make sure you use it wisely and it serves a purpose TO THE CUSTOMER not you as the business. People don't like forms where you need date of birth to send simple feedback. Equally annoying is when once you have it you spam us, or you don't leverage it eg log in and see your details in the form. Otherwise you face privacy and security concerns as well as people turning off you cause you spam
• Fake sincerity and caring - if you say that you care then BE HONEST AND BACK IT UP WITH ACTIONS. The web especially is a very impersonal medium and it is easy to make words sound like bland generic 'lip service'. Lets look at the famous words " your call is important to us". Really? cause if I'm holding on the phone for 1/2 hour then I would disagree. If it wasn't important to me I would have already black banned you and told my friends not to bother with you. CAN U AFFORD TO THROW AWAY YOUR CUSTOMERS IN THIS WAY ?
• Blinging up the content but diluting the message - so you put some flashy graphics or visuals on your home page. Do they dilute the message or keep your brand strong and at the forefront of your customers. Don't do anything cause it's the latest and greatest. Do something because it fits your business model, brand and media direction. Most people just want to find content, complete their tasks and do something else. Think of the bank queue, what would you rather be doing
• Present a website that doesn't look amateurish - While this might seem at the other spectrum to bling, this is just recognising that your content cannot look sloppy, disorganised or unprofessional. My personal perspective is to try and use standard HTML markup and CSS presentation to give your content structure but a level of professionalism and branding

Now on the other hand are the goodwill bulls eyes - the tricks that will really help you engage with your customers:

• What do your customers repeatedly do on your site and make it easier to do this every time they come back to your site - if you only do 5 things in a refresh always review this part of your site. Can your customers easily and repeatedly do this right first time every time. If they can't then try and re-design it so they can
• Show me what I want to see - tell me all the hidden costs, terms and conditions, delivery etc so that I can make an informed choice knowing all the facts. Whilst you may lose a few sales you will get respect from people who found what they needed to make a decision
• Make it simple and only make me do what I have to - save me from completing unnecessary steps or providing irrelevant information eg allow me to track an order on your site, and send me the order number where I want eg to mobile via SMS or to email and make it link to the order information right away
• Put effort into generating appropriate content - people don't generally come to a site to browse. They are after information to answer a question they have. Once people have found what they want INVITE them to comment on how well they could find content and how useful it was to them - this is your chance to get feedback from the source at time of transaction. This is GOLD !! Consider also taxonomies and controlled vocabularies so that you present the same message in the same voice consistently
• Know my questions and have answers to them already - if you understand why people visit your site and what they do regularly then you have your first set of FAQs
• enable print friendly content - this is absolutely spot on. How many time have you printed something out and find that half the content is missing. I would add to this and say enable device friendly content. Try and re-use content on different devices eg web, smartphone, tablet etc. The other one is email link - but allow the person to provide text so that they remember the context in which they are forwarding to someone - sometimes it can be to themselves to read later - you never know
• error handling - ok the default option here is to enable people to recover from errors. HOWEVER I PREFER TO GIVE THE POWER TO THE PEOPLE - give people enough information so they can get it right first time and complete the task or transaction without requiring assistance. This can be assisted by both User Acceptance Testing as well as Usability Testing - ie going through tasks/scenarios with people to see how successful the task is
• when required apologise - if you can't do what people want then at least acknowledge this. People are less likely to get annoyed if there is a message up front to say you can only purchase via phone between 8-6pm for example
• allow diversity and inclusion - this is one of my own must haves. I think it's absolutely necessary to ensure that every type of customer you have feels included on your website and can do what they want easily and successfully. For example elderly people can use bigger fonts, people with screen readers can read complete transactions and purchase online etc. Whilst there can be some overhead with this it does open your market wider to people that you may never considered customers previously.

So, that was much longer than intended but as you can see, pearls of wisdom for you to review and adapt to your own business. Good luck !