Avoiding the “Hidden Obvious” in website design evaluation.

So much of what comprises smart research is fundamental common sense. This is particularly true for websites. By observing users, by asking smart questions, and by thinking carefully about what users say and do, it’s relatively straightforward to create strong websites -- websites that meet or exceed the objectives established for them. It’s hard work, but good results are virtually guaranteed.

What’s surprising is how rarely this work gets done and deployed by website owners. The result is a syndrome we call “the Hidden Obvious” -- a situation in which websites suffer from flagrant and serious issues which stare developers in the face, but which they simply cannot see themselves.

We know this happens because we typically discover several of these “landmines” in every project. We may be engaged in some task with consumers only to find them stumbling on something remarkably basic -- such as comprehension of a main menu item, how to use a key utility, or how to complete a simple registration or transaction. User logic is not developer logic.

We even encounter situations where the entire website’s reason for being is fundamentally challenged by the “target” user.

Many developers and marketers simply don’t do their homework by talking to their users. Marketers are more likely to “tough it out” without research when developing websites, compared to other advertising or marketing media. It strikes them as a less-potent or lighter medium, rather like a yellow-pages ad. “We don’t research it, we just do it,” is often the response. They’re a prime candidate for “hidden obvious” disease.

Obviously research cost becomes a consideration, but with the average e-commerce website well into the six (if not seven) figures, how smart is the cost avoidance of the modest investment required for the consumer research which virtually guarantees success?

The problem with this outlook is that the Internet is the platform for the most complete presentation of your brand. But, without careful assessment of its impact, it’s bound to hit sour notes with users. That’s because this is by far the most complex marketing medium ever created. Without careful evaluation with consumers, marketers are nearly guaranteed to make serious errors.

The “hidden obvious” -- the inability of developers or marketers to understand the very most basic of problems with their websites -- is the result of one or more of three basic issues:

• Tribal Knowledge -This may be one reason for not conducting research to begin with. This is the confidence that comes from “strength in numbers.” “Tribal Knowledge” are the notions, generally regarded as facts, that are accepted as universal truths within an organization. In fact, these “truths” often turn out to be wrong outright, partially wrong, dated or misinterpreted after pass-along through generations or layers of handlers. Tribal Knowledge is smashed to smithereens in the earliest minutes of our work, when consumers begin to talk and react to websites.

• Too Close To the Subject - The “hidden obvious” plagues those who are most deeply involved in their business. The phenomenon of “too close to see” is commonplace. Users see the entire forest as newcomers with an entirely different set of objectives. Clients, despite their best efforts, see only trees. This problem requires the recalibration that comes from reality. It is striking how clients often walk into Blue Bear sessions with one point-of-view and walk out with entirely new positions. It’s like watching magnetic North change on each client’s compass. When these epiphanies take place early in a project, it has an energizing effect. When clients wait too long to gain this understanding, it’s a stressful event.

• Not Match Their Target - It is not unusual to work with clients who do not resemble the outlook, backgrounds, life experiences or needs of their target consumers. Yet, human nature causes them (and all of us) to read into others our own value systems. The result can be disastrous when it involves fundamentals. If, for example, your target consumer is concerned about the environmental impact of your product and you don’t address it (because such things are not top of mind for you), guess what?

So, what’s the best approach to avoiding “hidden obvious” syndrome? Engage in Iterative Development -- conducting small bursts of research at key points during the development process.

• Early Needs Assessment - Conduct research early in the project to be sure you clearly understand what your target users want and need. Use your current or competitors’ websites as stimulus to understand. After, create a strategic document that ties user needs with your business objectives for the website.

• Concept Assessment - Develop several approaches to which users may react. Be sure they reflect your findings from the Early Needs Assessment. When possible, apply some simple navigability to your concepts to allow users to experience the architecture of the site -- even if most utilities, interactives or links are not yet functional.

• Prototype Assessment - Once you have developed a working prototype, engage your target consumers to use the site -- exploring all the functionality available on the site.

• Final Confirmation - As needed, have users react to the full-up final site prior to going live. Truth is, you may be so smart at this point that you’ll learn nothing new. Why? You’ve earned the right to succeed earlier in the process.

The use of quantitative research has been raised often by prospective clients as a “smarter” and more “definitive” measurement of user experience. Quantitative measures are smart when measuring the “what” and “how many”, but can’t penetrate the “why” and “how” of user needs and experience. Moreover, how do you decide what questions to ask? Do you simply ask what’s important to you? If so, you’re a prime candidate for a “hidden obvious” experience, because you’re not necessarily asking about that which your users find important.

Avoid the “hidden obvious” by conducting smart qualitative diagnostic consumer website evaluations early in the website development process. It will save money and time by avoiding rework. It will result in a more successful website.

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