form vs function

Form vs Function

So many people try to jump straight into the visuals when they’re buying a website. I get it. It’s the exciting bit. It’s the bit that makes it seem real but it’s also the worst possible place to start your web project.

In this video I explain how your website works is way more important than how it looks. If you focus on how it works, what it does and how it makes people feel then how it looks is kind of by the by.

There is a three stage process to launching any business, service or product:

  1. Make it work – if it doesn’t work no one is going to buy it
  2. Make it feel good – you’ve got to make people feel good when using it
  3. Make it look good – you’ve got it working and people love using it so now focus on how to make it look visually appealing and make the overall experience better

To find out about the three step process, watch the video below.

Transcript

00:00
WEB DESIGN IS BROKEN let’s get into this one. Form … function; how it looks … how it
00:09
works. So I’m going to break it down for you today and show you why if you focus
00:15
on how it works, what it does and how it makes people feel then how it looks is
00:22
kind of by the by. Okay so this is the number one thing that I see people
00:27
getting hung up on when they’re buying website is, how it looks. They want to
00:34
jump straight into the mock-up, straight into in into the visuals and this is
00:39
always, always, always, 100% of the time gonna produce a really bad website. I
00:47
mean it might be pretty and it might make people go ‘oh wow ah’ it’s not gonna
00:52
make them connect with you as a business it’s not gonna drive them to whatever
00:56
your most desired action is: buy my product, sign up to my mailing list
01:01
join my cause – whatever it might be. Now what this isn’t is an argument to
01:06
say ‘hey looks don’t matter’ of course they matter, but you’re a business you’ve
01:12
got to be thinking about it from the business point of view. Unless you’re
01:16
running a modelling agency you wouldn’t just hire someone based on their looks;
01:20
your competition aren’t successful because they’ve got the best-looking
01:25
sales team in the county! It’s because of how they work as a business and how they
01:32
make their customers feel how they connect with those customers. Ask
01:36
yourself this question: would you rather have a beautiful website or a website
01:42
that works like Google? Would you rather have something just draw dropping … draw
01:47
dropping draw [struggles to say ‘jaw-dropping’ ] jaw-droppingly … would you rather have
01:54
something that’s jaw-droppingly beautiful or something that works with
01:59
the magic and a power of Google? 100% of people would rather have a website that
02:05
works like Google then have a website that’s beautiful. Think about if I
02:11
was sat down in front you and we’ve got to the stage of
02:14
mock-ups and I was like ‘okay right I’ve got I’ve got a couple of concept designs
02:19
for you’ and I pull out this thing and I’m like ‘okay well look so we’ve got the
02:26
logo here front and centre, nice and big and then we’ve got this magical search
02:32
box which answers any question you ask it … Do I get the job?’ you’d laughed me
02:41
out of the room! But they trained us successfully how to use it and it worked
02:46
beautifully and it made you feel good about it because you could just ask
02:50
Google anything and it came up with the response.
02:52
Let’s take Amazon as well only have you seen the Amazon homepage?! I mean it’s
02:59
almost like Jeff Bezos sat down and said to his design team ‘I want you to
03:03
use ALL the pixels’ There is no space to breathe and they put all of the products
03:10
there in one spot. Honestly if my designer turned around to me and said
03:15
‘hey I’m working on this concept for a new e-commerce’ I would be like ‘take the
03:20
rest of the day off. And maybe we’re working you a bit too hard because that
03:24
looks like someone threw up an Argos superstore.’ But it works you can find
03:30
absolutely anything that your little heart desires and it will be
03:36
with you the next day. They made it work then they made it feel good. There’s
03:41
a three-stage process to launching any business any service any product it goes
03:49
like this: Step one – make it work. That that is the most important thing you
03:54
you’re a non-starter if what you’re promoting doesn’t work if it
03:59
doesn’t work no one’s gonna buy even if the concept doesn’t
04:05
work you (if you’re doing like Minimum Viable Product) even if the
04:09
concept doesn’t work no one’s gonna buy it. So step one make it work that is a
04:13
first and foremost. Step two: make it feel good. Once you’ve got it working you’ve
04:20
got to make it feel good you’ve got to make people want to use it. If it works
04:25
and it feels good to use them people will forgive how it looks. This has been
04:30
done so many times going back to the Google example it looks pretty
04:36
utilitarian it’s pretty basic. For years they just had the basic browser
04:42
blue colour for their links and everything was really super basic, but it
04:47
was so easy to use – it was so hard to screw up using Google! So much tech is so
04:54
easy to screw up using; How can you get using Google wrong? You just type
04:59
what you think and it gives you what it knows that the experience is so
05:04
rewarding with Google when you actually find what you were looking for in the
05:09
first place. Step three: NOW make it look good because
05:14
you’ve got it working people love using it now you can actually focus on well
05:20
how do we make it visually more appealing how do we enhance the
05:24
experience. Companies like Facebook, Amazon, Twitter, Google – whoever you want
05:30
to throw in there – that’s why they win because they make it work
05:34
they focus on how it makes you feel and then making it look good
05:39
is the icing on the cake. These same rules apply to your business, to
05:45
your organisation when you’re buying a website: focus on what you want it to do
05:50
focus on how you want people to feel when they use it and then making it look
05:55
good it’s the icing on the cake. I am Aaron Taylor I’m helping you make better
06:01
decisions and have better conversations when you are buying a website till next
06:07
time
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