These go to eleven

Recently I rediscovered one of my favourite scenes of the movie 'This is Spinal Tap', where lead guitarist Nigel Tufnel is very proudly talking about how great their amplifier is because it goes from one more than ten to eleven.

While this is quite a humorous clip, it is also relevant to the things that we design and engineer for web for various stakeholders that—most of whom—think that going to eleven is better than simply optimising ten.

This thinking, and approach often leads to frustration for both parties, as communicating the overkill to a stakeholder can often come of condescending or dismissive, when in reality their requirements are primarily driven by the desire to offer the best possible outcome for their customers.

This can typically be quashed with qualitative research and a good digital strategy (that aligns with an overarching business strategy). It's hard to argue with data, and a solid business strategy. Once agreed to this strategic direction can use used as a whip to keep everyone in toe.

Evident in a particular project we're working on, research revealed that almost all users would prefer to see fewer, more specific items in a product listing than to be presented with everything all at once, which can be overwhelming.

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