keeping it simple swiftly (kiss)

So we all know that simplicity is deceptively harder than it looks, but lets look at how we can help make it easier to keep it simple. (see it is hard :) )
I like to try and pare it back to the following acronym "SIMPLE":

SUGGESTIONS(and ideas) - always get suggestions and ideas from real people. They do not have to be your customers or potential customers, in fact it is often better to listen to people first and then find out what they need. This becomes the basis of your success, that you constantly engage with people to listen to the market and what they want
IMAGINATION/innovation/inspiration - think with an open mind and be aware that what turns out to be simple may not even be the original idea you started with
MOVEMENT - act, do something, now. Start small and just do small things. Those quick wins. Then you have something out there that you can improve on and change over time. And of course when you change things you interact with your audience for more suggestions and ideas.
PURPOSE - what is the problem I'm trying to solve. This becomes your key purpose, goal and outcome.
LEARN - you learn as much if not more from failure as you do from success, and remember its not a failure if you learn from it and don't repeat the same thing. You also learn from success and history. most times you are only ever reusing what someone else thought of, just refining it for a different use.
EXPERIMENT - think of it as an experiment. what do you want to try and do/prove, and then do something so that you get a result. Does the result get you to where you wanted to go.
Yes - does this still fit your goal.
No - does your goal need to change to better define the problem.

If we are honest, achieving simplicity is hard, that's why things are hard to use. Many people have tried to replicate Apple's success, but very few actually achieve it. It's as much a learned skill as it is intuition, and being in the right place at the right time. That magic that only comes along once in a million. But by using the principle SIMPLE, you at least have a greater chance of standing out in the crowd.

staff insights - what do your staff think?

So working for a company that have quite diverse staff and locations got me wondering why most companies including my own, dont use staff to help under stand what people want. Surely staff know what they want, but also understand how they can help ther company.
It is interesting that compaies dont make use of such a fantastic free resource. So what does your company do? Does it listen to staff, or really only listen to customers?

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 !

Holistic System Thinking

I was thinking about how I can use System thinking and Lean within my organisation. For those that don't know what systems thinking is, it's basically about looking at your organisation holistically ie as a whole rather than a sum of it's parts. "Lean" on the other hand is a methodology used to create innovation, change, reduction in waste in the business but I'll discuss this and a few other things in a future post.

So anyway, back to Systems thinking.

Imagine that your business is a living breathing organism. It consumes what it needs to stay at peak/optimal performance, breathes, has co-ordinated movement of it's parts, has bone for strength and muscle for movement, is made up of tiny cells that are the powerhouse that keeps the organism alive, but also has specialist cells that excel at single tasks/focus, the organism eliminates what it can't use and even has social skills within it's own kind and looks good for other examples of it's breed.

Now how does this analogy of an organism apply to your business /company?

Try and look at business from a holistic and systemic way of thinking ie look at the total business rather than just it's parts. Now look at what makes up the parts and how they work together and are even interrelated and connected.

A business consumes resources, it has a lifeblood and pulse of people that are skilled in certain tasks that deliver operational success, processes, policies and methodologies are its strength and backbone, but flexibility and innovation are the muscles that adapt, learn, grow, it eliminates whatever doesn't help it to grow/succeed, only 'eats' what it needs to function optimally, even has an outwards focus on how to attract people to use the services provided and tries to make itself attractive so that customers choose them over other equally attractive options.

So the key question I like to ask businesses is "Why would a customer choose you over another business" - what do your customers really want and how do you provide this value and deliver this to them? It's not about creating customer demand/needs though. It's about meeting existing customer needs.

To really get to the heart of what our customers want I suggest that people use system thinking to look at the whole business and how all the different areas work together for a common purpose. It's no use giving your customers something they don't need or want. Focus on what your customers want and shape the business to
ensure it hits the customer need. Assess common customer needs and make them efficient and fast. Make them the core of what you do and make customers happy. Then because you have happy customers you can work on other important customer needs.

Now this could occur over time (eg the business adapts with the customers changing needs), or it could occur suddenly (eg our customer now wants applications that they can use on their latest gadget). How does the business survive, grow and even adapt to such rapid change?

Today's challenge is to look at what shape the business is currently in, look at the business's current position where they want to position themselves, look at the parts that need to change and then start to make the changes reality. This is hard, lets be honest. To do this however you have to be respectful of all the parts so that they all work together instead of work against each other.

So, there you have it. A challenge to be sure. How would you adapt this within your own business? My organisation will have its challenges to be sure, but I think that looking to the future, it's the businesses that are prepared to innovate and stay fresh that will remain competitive and profitable because they 'get' their customers. This is my world and where I plan to take my team and influence as broadly as I can. You've got to take small steps before you can run. This is going to be interesting....