... continued from &400/. Let us start with usefulness, usability, and desirability.
Useful. "As practitioners, we can't be content to paint within the lines drawn by managers. We must have the courage and creativity to ask whether our products and systems are useful, and to apply our deep knowledge of craft and medium to define innovative solutions that are more useful."
Our take on worst and best practices:
Not useful: A product/ service catalog mirrored into the digital channel without guidance or persuasion/ conversion mechanics. Believe it or not, this model can still be found. Even with the big brands. Where are the calls to action? What am I supposed to do next? Example 1, example 2, example 3.
Useful: A recommendation engine for books/ any product category that comes in a big to huge number of different flavors. This example is not new but still valid and in my opinion state-of-the-art in UX: Amazon.com. While I browse, buy, and recommend, Amazon tracks me and recommends what others have browsed, bought, and recommended in comparable situations. "Better Together" and "Customers Who Bought This Item Also Bought."
Usable. "Ease of use remains vital, and yet the interface-centered methods and perspectives of human-computer interaction do not address all dimensions of web design. In short, usability is necessary but not sufficient."
Not usable: Sorry, but those are just too complicated - example 1, example 2, example 3 (try to select different countries and experience how you are moving in circles).
Usable: Swiss Rail has chosen a simplified portal to offer what clients really need! To get from A to B. Try it out! Every step is thought through. You can transfer your travel directly into a standard calendar. Plan the return journey, buy tickets, and find a hotel in Paris! Amazing. The same holds true for everything Google Maps.
Desirable. "Our quest for efficiency must be tempered by an appreciation for the power and value of image, identity, brand, and other elements of emotional design."
Desirable: Apple's product portfolio increased dramatically during the last 2 years. Nevertheless, the Apple.com navigation astonishingly simplified. It is a best practice for usability as well as for desirability. Enjoy a corporate identity meticulously transferred to the Web. Hover and click to virtually feel Apple products. Styled with CSS!
Not desirable: Try to select a model starting from example 1. Apart from being forced to click a myriad of different navigational elements you will notice a constant switch between inconsistent light and dark pages - completely in contradiction to that premium brand, example 2. I am a big fan of the following brand offline, but when it comes to the digital channel :( As above, brand value and emotion is broken, example 3.
To be continued ...
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