A wise mentor once told me that “no one is smarter than you.”
Because you know your product, company, department, and service better than anyone else. You can explain it better than anyone else. And from every conceivable angle. You can recite every line of copy on every view in your sleep. You know every nook and cranny. You know so much about what you do, and how you do it, that your spidey senses tingle when things are off by so much as a nano hair.
You’re so smart, that if I were to strip away your front-end, leaving you with nothing more than whitespace on your screen, you would still know where to click and when to click it.
Unfortunately, no one else knows what you know, or sees it they way you do. Their spidey senses aren’t nearly as heightened as yours. And they certainly won’t know what to do next. Which kinda sucks, especially when you’re trying to get them to sign up for your brilliant product ;)
So great user experience is more than just being clear and smooth (though both count for a lot). It’s also about taking a step back and asking yourself: “What will my best users expect to see when they get here? How do they want the content to be organized? What do they want to happen next? And if they don’t know, how will they know what needs to happen next?”
The downside is that you have to put your smartness aside while you’re doing this exercise. But trust me, it’s worth it.
Until next time,