something in the way

Whether freelancers, small agency founders or website owners, too many of us work alone. The downside of the digital revolution is isolation. The Web allows us to do alone what previously would have required a team of people. It also frees us from the constraints of geography, allowing us to work from home. But while these are benefits, they also leave us isolated.

[Offtopic: By the way, did you know that Smashing Magazine has a mobile version? Try it out if you have an iPhone, Blackberry or another capable device.]

The Dangers Of Isolation

Over time, working in isolation (even if you function as part of a team) can prove harmful to your mental health, business and website. In fact, even if other people are working on a project of yours, if they are junior to you, you can still feel isolated.

lifeandlove, Shutterstock

If you don’t find a peer with whom you can share ideas and discuss your business or project, you face a number of dangers:

• Dry up creatively
  Creativity is born of interaction. Being consistently creative on your own is hard. The best ideas come from people brainstorming together and from one great idea leading to another. Without someone to bounce ideas around with, your business or project will lack a creative spark.
• Lose confidence
  Over time we can lose confidence in our abilities or our business. This is especially true when we make mistakes and things go wrong. Without someone to encourage and reassure us, we can begin to second-guess our decisions.
• Become over-confident
  While some suffer from a lack of confidence, others are over-confident and need to be challenged and questioned. This is a trait I suffer from; I would happily dive headlong into disaster if my fellow directors did not constantly question my ideas. Without people like this, moving your business in entirely the wrong direction would be too easy.
• Reach the limit of your knowledge
  We can’t all be experts at everything, and yet running a website and a business requires a broad range of skills. When working in isolation and tackling problems beyond your comfort zone, you can easily reach the limit of your expertise and flounder.
• Have a blinkered perspective
  Another problem with working alone is that you have only a single perspective on your work. By adding another set of eyes to your problems, you gain a broader vision and can approach your challenges from a different angle.
• Feel overwhelmed
  Running a business or a business-critical website can feel like a burden. You are often required to make big decisions, particularly with hiring and expenditures. Making these decisions alone is a big responsibility and can be really scary. Having someone to share that with would make a big difference.

So, can you identify with any of these traps? If not, then I suggest you read the one about over-confidence again! I don’t believe a single website owner or entrepreneur couldn’t benefit from an outside perspective.

The question, then, is how do you find someone?

Getting An Outside Perspective

The most obvious solution is to partner with somebody at the outset. Whether you work with someone on a website or form a business with an associate, partnerships can be very beneficial. This is what I did with our company, and I haven’t regretted it for a minute. I would be lost without my two co-founders, Chris and Marcus.

That said, I know that not everyone’s experiences with partners have been rosy. Also, by the time you read this, the opportunity for this kind of partnership may have already passed.

What can you do then? What other options are available to those seeking an outside perspective and someone to bounce ideas around with?

Here are some options:

• Sleeping partner
  This is the approach we took. We have a non-executive director named Brian who works with a number of companies and keeps us on our toes. He has a radically different view of business and constantly challenges us. In return, he has a small stake in the business. He is worth every penny.
• Paid consultant
  If you don’t fancy having someone so entrenched in your business, why not consider an external consultant with whom you could speak on an ongoing basis? Admittedly, this kind of consultant can be pricey, but they do bring an outside perspective to the table.
• Mentor
  Another option is to approach a Web designer or website owner you admire and ask them to mentor you. Obviously, these people are probably busy with their own work, but if you are willing to pay for their time, you might get some valuable advice. You’ll usually need only an hour per month to stay on the right track.
• Buddy
  A buddy would be a cheaper option, someone in a situation similar to yours. The two of you could agree to chat regularly and share the challenges you face as business or website owners, discussing different approaches and ideas.
• Community
  Yet another option would be to look not for a consultant, mentor or buddy, but for a supportive online community. Loads are around, but make sure the one you join is not too big. You want people to remember you and your circumstances.

Whatever you decide is entirely up to you. The point is, if you want to realize the potential of your website or business, you need the help and encouragement of others. Humans by nature work best in groups, and you are no exception. We are not meant to do it alone!

(al)

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© Paul Boag for Smashing Magazine, 2010. | Permalink | Post a comment | Add to del.icio.us | Digg this | Stumble on StumbleUpon! | Tweet it! | Submit to Reddit | Forum Smashing Magazine
Post tags: isolation, Workflow

[This is an excerpt of an article published in UX Magazine on June 16, 2010.]

I'm a devotee of TED talks. I was once assigned to watch several TED talks to deconstruct what made each a good or a bad presentation. TED topics are wide-ranging, though they generally relate to the categories that make up the "TED" acronym: Technology, Entertainment, and Design. I tend to stick to the design topics, but during my research I came across a video of Martin Seligman talking about positive psychology.

Happiness is a topic I've been interested in for a while. According to Darrin McMahon, author of Happiness: A History, happiness is a relatively new construct in the history of humanness. It's only been in the last 250 years or so in the West that we've been safe and healthy enough to think about how we feel emotionally.

After watching Seligman and skimming through McMahon, it occurred to me that the experience design field is undergoing a similar evolution. When I started out at the same time the field was starting out in the early 1980s, teams did usability testing on products to learn where the users would encounter problems, and where they would get lost or frustrated. It was a kind of human factors quality check, and it was often done two seconds before launch. No changes could be made, but these teams could at least incorporate what they found out into training, which almost everyone needed to use technology back then.

Fast forward to somewhere between 1997 and 2005, and the usability testing dynamic shifted. Teams started performing usability testing earlier and earlier in the product development process to inform their designs. Usability professionals were still concerned with identifying issues post facta to eliminate existing problems and frustrations, but they also learned about user behaviors and habits and used this to influence design decisions earlier in the product development cycle. This was a very important step in the evolution of user research. It happened because teams started testing early designs and prototypes and using what they learned to refine designs well before they launched.

Only recently has technology improved, proliferated, and become cheap enough that design is less and less about solving problems, testing less and less about eliminating frustration. It's all becoming more and more about making a good experience for users. Sure, we're still eliminating frustration, but it's happening earlier in the design process. Finally, design is at the table with engineering and business. Now we talk about experience design rather than just usability. Now it's not good enough to just be usable. The design has to fit into peoples' lives. It actually has to make people happy, and anticipate their needs.

It seems we're all aspiring to an ideal of designing for delight, but most of us are landing somewhere short of delight, but at least better than frustrated. Users can use our designs, but they're not excited about it. (Okay, you can't be excited about everything.) We want users to trust our designs, but there's still too much overhead for users to easily reach their goals.

... Read the entire article at UX Magazine.

Editors Note: In his second article for Think Vitamin Paras Chopra looks at how human photos can increase dramatically increase your conversion rate. For further reads check out Paras’ first article “The Business Case for  A/B Testing” and ways in which you can “Designing for Conversion Experiences” by Chrissie Brodigan.

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It is a well studied scientific fact that in a scene or image full of different objects, one’s attention is subconsciously drawn to human faces. Even toddlers and monkeys look towards faces for a much longer duration than they’d look at other objects.

Independent Tests Yield Same Result

I have analyzed two A/B testing case studies of Visual Website Optimizer users and have concluded that the sure fire way of catching visitors attention is having human photos on a website.

What’s interesting is that even though both tests were independent, they (surprisingly) tested the same aspect and arrived at the same result. This gives me confidence that there is something special about having human photos on a website which increases conversion rate instantly. Let’s have a look at the two studies.

Case Study #1

Medalia Art sell Brazilian and Caribbean art online and they recently got pleasantly surprised when photos of artists on their homepage increased visitor engagement by 90%. This wasn’t their first A/B test as they keep playing with their homepage. In the past, they successfully reduced bounce rate by 20% by testing the placement of their promotional message.

As can be expected from an online art shop, they showcase paintings from three famous artists on their homepage. This time, for no good reason they decided to see what happens if paintings are replaced by the artists’ photos. I tried to probe Medalia Art for reasons why they came up with this idea but they said it was a completely random choice to test paintings v/s photos.

The goal for this A/B test was to increase visitor engagement (defined as a click on any link on the homepage; it is the inverse of the bounce rate). They didn’t use sales as a conversion rate as many of their sales happen after interaction on the telephone (and a lot of haggling) with the customer.

Here are the screenshots of the control (paintings) and the winning version (photos).

Control (Paintings)

Variation (Photos)

Test results are as follows:

Variation	Conversion Rate	% Improvement
With paintings (control)	8.8%	-
With photos (variation)	17.2%	+95%

Clearly, version with artists’ photos had a much better conversion rate that the version with artists’ paintings. In fact, the winning variation almost doubled the conversion rate on the homepage.

Case Study #2

EmptyMind is a web analytics and optimization blog by Jason Thompson. There is a large phone icon in the blog’s sidebar which links to his contact us page. Unlike Medalia Art who did the test just to check what happens, Jason had a reason for running a phone icon v/s his photograph test on the site.

While attending a summit, he got several comments from other people that he didn’t look like his (then) Twitter icon. So he thought it would be best to have a single photo representing him across all the social network sites he uses. Testing the photo on the blog was just an extension of that thought.

The goal for the test was visits to Jason’s contact us page and here are the variations and their performance:

Control	Variation

Conversion Rate: 3.7%	Conversion Rate: 5.5%
Increase in Conversion Rate: +48%

Here is what Jason said about the test results:

People want to connect with other people emotionally, the photo makes that emotional connection so much easier and as the test is proving, drives people to the contact form more than a nondescript icon.

The Key Lesson

Both case studies independently arrived at the same (statistically significant) result that human photo(s) increased conversion rate. This proves that there is certainly something magical about human photos.

I am going to try this test on Visual Website Optimizer homepage (perhaps using customer photos for testimonials).  If it is relevant for your website, I recommend you try an A/B test to see if a human photo can do wonders for your business too.

If you try out a test involving human photos and get positive results, then we may have discovered a great formula for increasing conversion rates!

Kaleido Demo from Agnes Chang on Vimeo.

Part of the beauty of working with code is that it can refine the way you think, challenging you to make design ideas into systems. But what’s often a challenge for beginners – heck, sometimes even for experienced coders – is thinking through the ways in which component parts function and combine.

We’ve seen code systems and visual patching systems, but Kaleido is something a bit different: it uses visual diagrams to loosely reinforce ideas in the code. Because it’s not rigidly attached to the code, you can use it to sketch out thoughts. But if you like, you can also attach sections of code to color-coded modules and immediately jump to bits of code from the visual interface, combining some of the best of visual programming and textual programming.

Kaleido works with Processing, adding an extra, visual pane to the standard Processing IDE. It’s the work of the Design Ecology Group at the MIT Media Lab and a Masters’ Thesis for Agnes Chang.

The always-wonderful designplaygrounds covered the technology recently, found via Processing co-creator Casey Reas:
Kaleido

Getting Started with Kaleido

In my own teaching, I try to emphasize object-oriented coding as early as possible. For me, it most neatly and nearly approximates the way we intuitively think about conceptual problems in general. It helps to systematize design. I’m not entirely sure Kaleido would work perfectly for me in the object-oriented workflow, if only because it seems to assume blocks of code, linearly, define function, rather than inheriting the relationships you create in classes. In fact – speaking to more advanced coders for a moment – maybe there’s a chance to do a sort of UML-for-artists tool that feels more creative and less like a computer engineering project. And I still like using Eclipse. But I could see Kaleido being a lovely addition to the Processing sketchbook, even in my work; I’ll have to give it a try.

Oh yeah, and someone has to try porting it to a non-Mac environment. (That should be eminently doable, by the way.)

The Processing IDE is entirely extensible. If you’re interested in customizing the coding experience yourself, there’s a terrific how-to video by sojama (Andreas Schlegel), just posted, that shows you how. See also his excellent new tutorial for making libraries in Eclipse, too.

processing-tool-template setup from sojamo on Vimeo.

Boards Interactive Magazine – Walkthrough from Theo Watson on Vimeo.

Augmented reality has inspired plenty of experiments, magazines included – some successful, some failing to get far beyond the gimmick. What’s nice about this work is that it introduces the concept of motion to the typically-static pages of print, and inspires readers to imagine a world beyond the bounds of the page. There’s also an elegant expression of the theme.

It’s all made with OpenFrameworks (again – yes, OF is one of the easiest ways to hook into augmented reality). And none other than Theo Watson was involved.

For the March 2010 issue of Boards Magazine, Emily Gobeille and I worked with Nexus Productions to develop an interactive cover experience called Rise and Fall. Here is a little preview of the experience.

You can download the software and the cover from: boardsmag.com/RiseAndFall

Update: Found out you can buy a copy of the magzine for $7 by emailing – BoardsCustomerCare@boardsmag.com . You can also download the cover as a pdf from the link above.

The project uses the Ferns library for tracking ( cvlab.epfl.ch/software/ferns/index.php ) and the whole project is open source released under the GPL v2.0 . Grab the source code here: boardsmag.com/RiseAndFall

Credits:

Digital Directors:
Emily Gobeille – zanyparade.com
Theo Watson – theowatson.com

Produced by:
Nexus Productions – nexusproductions.com

Sound Design:
MOST Original Soundtracks – m-ost.nl

Software:
Made with openFrameworks – openframeworks.cc
Using the Ferns library for tracking – cvlab.epfl.ch/software/ferns/index.php

Thanks to @wetterberg via Twitter for sending this our way.

Designers do a lot of work engineering the experience of creating compelling sign-up forms for a variety of reasons (joining communities, requesting more information, age-gating verification, etc.). I’d like to take a closer look at how the Thank You page of the conversion flow can be leveraged more effectively for experiences that aren’t necessarily tied to joining a social network. That said, social networking sites are full of awesome examples where the Thank You jumpstarts the user’s uptake, so if you’re:

• Tumblr, you have your user create her first blog post
• Twitter, you have your user find cool people to follow
• LinkedIn, you connect with your email address book
• Meetup, you have your user join a group

But, let’s say you’re a more traditional (perception = less fun) business like a university, can you do more than guide your user towards more descriptive content about the program or services offered (where bounce rate will be high)? How can you make the most of that transaction? How can you parlay the validation “Thank You” into action that can be both inspiring and measurable? Thank You messaging is not supposed to feel like the awkward end of a first date “Do I kiss him?” moment. The user has shared her information with you, triggering a response and follow up campaign. She’s staring at the Thank You page, confirming she submitted her information correctly. This is a powerful moment to turn your Thank You into more than:

• a data verification step
• a reiteration of your brand’s identity and tagline
• a jumping off into content (where the bound rate will be high and not super effective in terms of engagement, relationship development, etc.)

Social marketing channels have helped turn Thank You pages into opportunities for secondary levels of conversion where you can experiment with Facebook Fan Page and/or Twitter acquisition. This brings me back to the use case at hand, while our lead gen page had a number of design constraints, we found that we had a lot of artistic leeway in creating a Thank You page, so we decided to make the number one goal of the page to excite the user to join our Facebook Fan page. First, let’s look at the original Thank You page, which did include Facebook & Twitter opportunities: (Note: I apologize for striking through the brand name, my client is a major university and getting approval to share the brand is a bit of a juggernaut.)

Now, let’s look at the redesign of the Thank You page, which puts primary focus on Facebook Fan acquisition v. promoting both Twitter and Facebook equally:

The design:

• Inspired by the idea of the excitement around an “acceptance letter”
• Focused on the fun of university life and community
• Featured access to current students, faculty, and admissions through Facebook

The results:

• Increased Fan Page uptake from 28 fans per week (a consistent rate for one year) to 300+ fans per week (2+ weeks of ongoing data)
• Increased the quality of interactions on the Fan Page, where we were encouraged to see prospects asking questions that were fielded by students, admissions, and faculty
• Increased interaction with blog content, driving traffic to the parent site and making better use of all editorial collateral

As You Design Conversion Experiences Thank You Messaging is:

• Integral—A necessary part of the conversion experience, it’s no longer just a simple hello/goodbye world
• Instantly Gratifying—If you’re testing a conversion experience the results are ongoing and take time. Adding a secondary conversion exercise like Facebook Fan acquisition is an immediate way to leverage (in real time) effects of your messaging
• Social—Leverages warm fuzzies in innovative ways and gets users connecting with one another
• Sticky—The last thing the user will remember about your brand, and can have the added possibility of taking the conversation even deeper into her personal network

Perhaps, the biggest takeaway from designing a great Thank You experience is that the more you can leverage the Thank You, they more you can get your users to connect with your app and with each other the less money you’ll need to spend on post conversion campaigns, marketing, and more. I’d love to hear your experiences around the “Thank You” in your designs, examples, etc. Thank you! *Design by my brilliant partners at jjomedia.com