blog #4

The readings discussed how scrolling can be a detriment to page design but also how NOT having a scroll option can be negative as well. While I understand both views, it was a perfect example to me of how confusing keeping it simple can be. The basic message that has been reiterated through all these readings is that web designers cannot make assumptions about their audience and users. Now, the book points out that companies cannot make assumptions about their own customers familiarity with their specific brands. I think this was one of the most relevant points. Companies treat online on-line marketing and selling the same way as they would if a customer were to walk on to a lot to buy peruse and purchase a car, to buy a new pair of pants and even to fill out private, secure information files. Just because a user has found their way to your personally title .com doesn’t mean they are a faithful and returning customer. The companies and designers must remember that even though we are fortunate to have the internet as an additional tool, it IS NOT the same as having a live, physical customer in front of you that feels comfortable because of you presence. When someone walks onto a car lot, they can find assistance and discuss cars and options. Online, the shopper is left to their own destiny depending on their navigational skills, site familiarity and ability to intercept information from various sources, spots and formats. That small description of what a user feels like alone is the number one reason that web designers should pay extra special attention to the flow, format and ease of the site design. We are not asking potential customers to merely com visit our company’s site, we are also asking them to work for what they want to find.