From Beta to beautiful – are web brands taking care of the consumer?

Posted by on March 13, 2008 · Leave a Comment 

I’ve recently chatted to friends and family about web applications they’re trying out. It got me thinking – are web brands thinking enough about end users?

CatAssuming most web brands are aiming for mass consumer take-up I’m not convinced they’re ensuring the market can use, and share, their product.

The Beta process is great in that it enables valuable feedback to refine a product but I think taking it to the next stage of usability is where you create a “killer app”.

There are a host of web applications doing similar things. Becoming the market leader and achieving much desired word-of-mouth buzz is reliant on the user experience.

Yes, there’s more technology in people’s lives, broadband adoption’s on the increase but the majority of people are struggling with what web brands see as basic skills, for instance mobile web browsing

At the early adopter stage there may be an element of “badge-wearing” to work out the latest web app but to take it beyond those users it’s got to be simple and demonstrate clear benefits.

As a PR I’ve seen or heard about web brand launches where:

  • Big coverage is achieved but a) the site hasn’t launched b) the site crashes with the traffic 3) the sign-up process doesn’t work
  • Journo demos don’t work
    • Often down to a complex set of circumstances like they need a different browser, to upgrade their software, enable something, the list goes on…
  • You’re faced with a host of “it’s not working” enquiries
  • Users are left with a “so what” feeling

If you’re a web brand gearing up for a consumer launch I’d recommend:

  • Make sure the site works, can take the traffic amounts etc
  • Test, test and test again any download, sign-up or set-up process
  • Seek feedback from people who aren’t web savvy and haven’t been exposed to the product before
    • This is important when you’ve been close to a product and haven’t experienced basic set-up and installation process for each upgrade
  • If web product based around content, enough content available
  • Ensure there’s help and support available
    • Basic FAQs and even user forums are time saving but may be intimidating
    • Sometimes people just want an email address they can contact
    • Step-by-step “this is how you do it” guides are invaluable

If the product doesn’t work intuitively you may have to make some tough decisions. Getting it right is as important as getting there first.

Filed under Best Practice · Tagged with , ,

About Darika