December 9, 2015 at 11:34Site navigation - belching of a bygone era
Please, ladies and gentlemen, look at the text of an entertaining and terribly truthful little story that happened recently in the distant and snowy Ural province. I intended to treat you with this bike purely for the reason that it has a remarkable truth of life, food for the mind and an occasion for a heated hussar argument (with the obligatory wave of a saber).
Once, a certain young man, struggling in the path of usability and interface design, that is, to put it more simply, making his own caviar to a sandwich with the help of simple drawing of gray squares; quite by chance I forgot to draw a horizontal main menu on my next prototype. Well, who doesn’t happen to him, a person spent all night on social networks, letting slippers joke on unmarried moms - and got tired by morning. And in the morning he was appointed protection, which will be discussed later. No, not the defense of a dissertation, and not even Donetsk Airport - but the defense before the buyer of his picture with gray squares.
Here I intend to make a small digression for the uninitiated - a bourgeois infection in the form of website design and the study of User Experience came to us from behind the hill. It is with regret that I inform you that there in the inhuman laboratories the Busurman long and hard watched these very people, as if they were experimental mice. They will show a picture, give a cookie - and look at the reaction, write everything down and draw thoughtful conclusions then - as if to rip even more money from these “mice”. Fortunately, it’s all wrong with us, we have Orthodox people, experiments on people have long been banned, so instead of expensive laboratories, focus groups and (sorry, Lord) IT trackers, we got the hang of using the so-called “expert opinion”, when any bullshit on the lips of an eloquent orator or flattering girl begins to seem a meaningful and even reasoned set of words. And the presence of bright and juicy slides only enhances the hypnotic effect during such a “defense”, allowing you to sell any gray square-containing picture at the price of early Surikov.
But back to the point. A certain venerable merchant ordered our hero to design a website for himself, on which the main menu flaunted exactly like his sworn competitor. So our UX expert came to the defense, and among the gray squares there is no menu. And what do you think, gracious sovereigns, kicked out our usability by your own? Nothing of the kind, here you are, tea, not America. They all ranked as a clerk, sat down at the oak tables, cleaned the tablecloths, and the Defense of their Concept began, on which our clever young man proclaimed something like this:
- After conducting a review, our team of experts found that current trends in the development of design in your market segment allow us to state that the navigation component has long faded into importance by its importance. Your target audience, (photos of characters of which are attached to the study), today it is much more important to answer your own internal question: “What should I do next right now?”, Which is solved using our call-to-action on the page (look at screen, please); than plunging into painful and rather vague discussions on the topic: “And where, in principle, could I go from here?” Simply put, linking the user to a clear sales route guarantees you a much greater conversion, since the potential customer, in fact, will have nowhere to turn in your future sales funnel.
Where your competitor’s buyer gets off the hook, not just running away through the notorious menu to read “Prices”, or “Reviews”, or “Contacts” - in our case, we drag him by the hand on all the necessary pages in a clear order, on output forming a clear and sustained interest in the order. In fact, our concept is a logical development of the universally existing trend that every web page today should be like a landing page, which in itself is already an independent and autonomous unit in your battle for the client. So, proceeding again, from the principles of modern military art, when combat convoys and rowing are already morally obsolete - just autonomous combat units that can operate independently without mandatory grouping - and bring maximum effect.
It was based on these trends of the 21st century that we made a bold but absolutely confirmed by our analysts decision that in your situation the standard horizontal menu would only be a tribute to the fashion of the last century, in which we did not yet have the vast Big Data accumulated by users' behavioral scenarios and optimal sales routes.
Needless to say, this researcher was not close to any research, analysts or experts, and that this speech in defense of his concept had only one reason to avoid legal retaliation for the fact that his thousand-dollar squares did not contain a strip with the main menu.
What instruction can our reader learn from this true story? I believe that the moral of this story is that it is not so important in our current realities to study analytics or programming, marketing or sociology - in these foreign Western sciences there is no our age-old soul, there is no grain of heart of our people. But having learned eloquence, speaking in public and knowing how to express your thoughts, verbally and in writing, you’ll be well-fed and dressed in any situation, no matter what era is behind the window.
Once, a certain young man, struggling in the path of usability and interface design, that is, to put it more simply, making his own caviar to a sandwich with the help of simple drawing of gray squares; quite by chance I forgot to draw a horizontal main menu on my next prototype. Well, who doesn’t happen to him, a person spent all night on social networks, letting slippers joke on unmarried moms - and got tired by morning. And in the morning he was appointed protection, which will be discussed later. No, not the defense of a dissertation, and not even Donetsk Airport - but the defense before the buyer of his picture with gray squares.
Here I intend to make a small digression for the uninitiated - a bourgeois infection in the form of website design and the study of User Experience came to us from behind the hill. It is with regret that I inform you that there in the inhuman laboratories the Busurman long and hard watched these very people, as if they were experimental mice. They will show a picture, give a cookie - and look at the reaction, write everything down and draw thoughtful conclusions then - as if to rip even more money from these “mice”. Fortunately, it’s all wrong with us, we have Orthodox people, experiments on people have long been banned, so instead of expensive laboratories, focus groups and (sorry, Lord) IT trackers, we got the hang of using the so-called “expert opinion”, when any bullshit on the lips of an eloquent orator or flattering girl begins to seem a meaningful and even reasoned set of words. And the presence of bright and juicy slides only enhances the hypnotic effect during such a “defense”, allowing you to sell any gray square-containing picture at the price of early Surikov.
But back to the point. A certain venerable merchant ordered our hero to design a website for himself, on which the main menu flaunted exactly like his sworn competitor. So our UX expert came to the defense, and among the gray squares there is no menu. And what do you think, gracious sovereigns, kicked out our usability by your own? Nothing of the kind, here you are, tea, not America. They all ranked as a clerk, sat down at the oak tables, cleaned the tablecloths, and the Defense of their Concept began, on which our clever young man proclaimed something like this:
- After conducting a review, our team of experts found that current trends in the development of design in your market segment allow us to state that the navigation component has long faded into importance by its importance. Your target audience, (photos of characters of which are attached to the study), today it is much more important to answer your own internal question: “What should I do next right now?”, Which is solved using our call-to-action on the page (look at screen, please); than plunging into painful and rather vague discussions on the topic: “And where, in principle, could I go from here?” Simply put, linking the user to a clear sales route guarantees you a much greater conversion, since the potential customer, in fact, will have nowhere to turn in your future sales funnel.
Where your competitor’s buyer gets off the hook, not just running away through the notorious menu to read “Prices”, or “Reviews”, or “Contacts” - in our case, we drag him by the hand on all the necessary pages in a clear order, on output forming a clear and sustained interest in the order. In fact, our concept is a logical development of the universally existing trend that every web page today should be like a landing page, which in itself is already an independent and autonomous unit in your battle for the client. So, proceeding again, from the principles of modern military art, when combat convoys and rowing are already morally obsolete - just autonomous combat units that can operate independently without mandatory grouping - and bring maximum effect.
It was based on these trends of the 21st century that we made a bold but absolutely confirmed by our analysts decision that in your situation the standard horizontal menu would only be a tribute to the fashion of the last century, in which we did not yet have the vast Big Data accumulated by users' behavioral scenarios and optimal sales routes.
Needless to say, this researcher was not close to any research, analysts or experts, and that this speech in defense of his concept had only one reason to avoid legal retaliation for the fact that his thousand-dollar squares did not contain a strip with the main menu.
What instruction can our reader learn from this true story? I believe that the moral of this story is that it is not so important in our current realities to study analytics or programming, marketing or sociology - in these foreign Western sciences there is no our age-old soul, there is no grain of heart of our people. But having learned eloquence, speaking in public and knowing how to express your thoughts, verbally and in writing, you’ll be well-fed and dressed in any situation, no matter what era is behind the window.