‘Usability’ - a selling point

10 June 2009
This article looks at the use of usability as a promotional tool.

“Very simple. Really, really easy to use”
“It’s so user friendly”
“Nice and easy, nicely laid out and very friendly”
“Much better, much easier”

Confused.com, an insurance comparison website, use these statements in their current TV adverts to attract new custom to the website. Their realisation of the importance of ‘usability’, and ease of interaction with their website, makes it the main focus of the campaign.

Don’t Confuse the Customer
Confused.com have recognised the need for streamlining and simplicity and how this in itself can attract new business. Consumers can be all too easily disengaged, disorientated and frustrated by unnecessarily complex websites. Enhancing website usability will dramatically increase usage and popularity. It is refreshing to see that Confused.com has highlighted this in their new ad campaign by using real-life customers to demonstrate the impact of their redesign; they have reinforced the importance of simple, well-designed, user interfaces.

Informed design
It doesn’t have to cost the earth or take years to achieve this high level of user satisfaction. Too often projects get caught up in internal politics and the conflicting interests of an assortment of stakeholders. The key is a well-structured project using targeted research and testing stages. The main focus is defining and agreeing the objectives – the first phase. Development of ideas and alternatives can be incorporated in a second phase.

Future journeys
The iPhone has lead the way in prompting many large businesses to redevelop and streamline their services into ‘Apps’ giving users direct access to core functionality. The large ‘footprint’ of your finger demands the spacious layout aiding the simplistic feel, but this is no bad thing. The number of mobile devices being used to browse the internet is increasing rapidly, and so the need to optimise journeys. Creating straightforward user experiences naturally translates to the smaller screens and restricted bandwidth of these devices. It also helps to refine the content and drive simple layout and service structure, like Confused.com have achieved with their new site.

Simplifying online journeys
No matter what demographic, technology, screen size or bandwidth you are faced with, simplification will strengthen process engagement and inevitably result in happier and more loyal customers. Confused.com homed in on the very thing that repels so many potential internet customers -confusion - and made this their badge, even choosing ‘Confused’ as their identity rather than a name more relevant to their brand. They recognised that web users often become ‘Confused’ with too many frustratingly over complex sites. To reach their customers they have championed usability as a major selling point by emphasizing their understanding of the need for simplicity and ease of interaction.

Usability is not exclusive to the insurance business, usability is relevant to all business.