Navigation. It is the make or break of any website. It can be your strongest asset or your weakest link.
If people are coming to your website and they struggle to find what they are looking for, they will abandon your site. This means that all the work, time and effort – hours, days, weeks, and months working to have a website put together goes down the drain for that individual. Those hours have little to no ROI, except as a potential metric of “under 10 seconds” visitor. These visitors could be your most powerful visitors, but because they couldn’t find the information which is valuable to them, they left and you missed out on the opportunity to win them over.
I’ve been pretty quiet around these parts. Busy – REALLY busy. As in, last night I thought that going to bed somewhere just before 11 so that I can wake up and be AT THE OFFICE by 5am to be a pretty good night’s sleep compared to other nights. THAT busy. What the heck have I been doing? Well – it seems that there are a lot of complex business problems which need to be solved, and a lot of it centers around figuring out how to connect with a company’s users on their level. Now, these places have a great number of users, but as many things go, over time, the way stuff has been done isn’t really working out in the long term. A lot of it comes down to business and customer growth. Just to note, business and customer growth is GREAT! But these things also introduce new challenges both internally as well as externally. From personal experience, when I am so very deep in knowledge, it can be tough to see clearly about how to solve some of these seriously intricate problems, and I’ll end up having to pull in someone who isn’t “infected” with the in-depth knowledge to keep the high level view in frame of mind. I can only imagine how this could be even more so for individuals working inside of a company facing these challenges.
A lot of the work I’ve been doing lately is under the heading of “Expert in User Experience” or “Information Architect” – which depending on who is in the room, depicts which title I’m being referred to as.