Creativity for Web Developers, Continued

One of the first and most important steps in working toward creative solutions is accurately identifying problems. This may sound like a foray into negativity, but it's actually a very positive step. It keeps you focused on meaty and serious problems, not on minor issues, petty arguments, and other distractions.

Let's say you have two new clients. One client says they think they need some Java on their site, and they'd also like customers to be able to submit information via web forms. The second client says they're looking for new ways to extend their commerce model onto the web without compromising their in-store sales. One of their main competitors just started selling on the web, and now they're anxious about missing the boat.

Which client has a better defined problem, one that is most likely to lead to a creative outcome? It's not the first client. They'll find themselves with a lot of bells and whistles, but no really innovative approaches. The second client has a much better definition of the problem. Their statement is much more closely tied to goals and needs. It isn't hampered by preconceived ideas or solutions, such as the use of Java or a desire for feedback forms.

If you (or your clients) are not sure how to define problems, turning to users is a good place to start. If you build a site, you can't effectively critique it or judge its success. None of us can. That's a job for your audience. Very often, they will not only identify your site's problems but offer solutions you might never have thought of.

In using the results of user tests or interviews to help you define problems, make sure to look for patterns. It's easy to get bogged down in small differences of opinion. Instead, look for shared observations -- things that most users brought up in one way or another. Step back and look at the big picture. What might have caused these problems? Is there a larger issue that needs to be addressed? If you understand how problems are interrelated, you can work toward much more cohesive and effective solutions.

User Test Your Web Site
Web Review article by Keith Instone tells you how to get started.

How Usability-Focused Companies Think
What do "usability-focused" companies do right? This article from User Interface Engineering offers some thoughts.

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