When are the changes timely?

15-January-20

Marketing

Many times in my personal and professional life I have come across an issue, which dictated to create a website or a video product of a design that was appreciated by people - the customer of this product itself.

That's why I decided to share my opinions with both - visual product developers and users.

I have always had an internal protest against the phrase - "as the customer likes" - because I could not understand why the customer should have a different vision from me.

With the development of the industry, I started to observe this problem and tried to find answers to the questions that arose during the creation of almost every project.

To make it clearer what experience I want to share for you, I will explain it more precisely.

My knowledge is mainly based on practical experience, because at the time when I chose the profession, there were almost no experience based theoretical resources in Georgia, even the Internet was just established by that time, but today you can access such resources without restraint, which makes me very happy.

You have probably seen a tasteless TV video, poster or website. Maybe you just did not like it, or you did not even think about whether you had to like it or not, maybe you appraised it and even found a reason why you did not like it. It all depends on your competence, however the reality is single: bad can never be good and vice versa.

The problem I want to show is this:

Here's another question - what could be better if they do not dispute about taste?

I agree with the approach that we should not argue about taste, but we should not forget such important topics that create visual harmony, balance, compliance with our desires and also the environment, or relevance.

Here is my key question:

You have probably already thought that both parties are involved in the development process, however who is the primary?

This is where the role of those who create diverges with the roles of the users. Yes, these two parties jointly create a novelty, although the customer has no obligation to create. Its only function is to accept the product or not.

For example, let's make a simple question:

How many seconds can a person who travels and passes by a self-imposed banner ad, perceive it?

It is a sad reality that even today we encounter cases, when for reading the information conveyed on the banner ads, sometimes it takes more than 3 minutes.

Agree - taste has nothing to do with it. So why are there visuals that are ineffective for the user?

That’s my protest actually. What determines the visual trend - the abundance of tasteless products or the taste of the consumer?

Visual definition is the responsibility of those who are competent in this matter, although competence does not only mean knowledge of any design program. We need to think more about how the consumer will accept it.

I'm sure you've heard my argument many times, so this is not an issue I want to share.

Fortunately today we already have the opportunity to obtain information about the consumer experience and maybe make sure we create the visual product that best suits the interests of the user; however this has made me think even more.

The industry, in which I am most active, is the architecture of websites, the design and creation of its functionality and the ease of operation for the user. There are about 1.5 billion websites in the world, visual appearances of which are gradually losing their individuality. The customer likes the familiar and common product, we do it too and everything seems to be normal ... but this is not the case.

We have a lot of research on the optical behavior of the user online. It could be a Gutenberg, Z or F diagram, but I believe we need to think about what these studies were based on.

Imagine a white screen. Is it possible to compile optical vision statistics on a blank screen? - I think not. Any statistics are built on any data, so it is good to know and consider it, however the user is always open to naissance and new challenges.

Here is another example:

Who would have thought that using a phone would make life easier for a consumer? Moreover, who would have thought that by phone the customer would be able to log in to various web platforms on a daily basis and experience daily comfort by using them?

Call it a revolution, or is it just the observation of smart people about the potential of people that may not have even been 2% at the time?

This is exactly what I want to say.

Today’s pace of development creates opportunities to constantly think about the new and be the first to offer customers a better one, to make people’s lives easier.

Of course, you have to take into account his behavior, anatomy, intellect and also give him a chance to develop his own experience.

Such an approach creates new challenges that over time transform into our integral parts.

To summarize my current narrative I want to add a couple of tips.