“There is one word to describe great web design: useful”
Gerry continues to explain what this actually means:
“There are always top tasks. Every website has a “book a flight”—it’s just that many have not discovered it yet. I have been doing this since 1994. The conversation with clients always begins this way: “We’re different, very complex, We don’t have top tasks. We have so many audiences.”
Classic organization-centric thinking. I have done hundreds of task identification projects the top tasks are always there. They are audience independent, geographic independent. For example, what’s the top task of a health website regardless of age, sex, income, professional, geography?”
We wrote about this topic when we reviewed the top 100 law firm websites, and Browne Jacobson nailed it with five top tasks taking pride of place in the centre of their home page. Gerry goes into lots more detail and the full article is well worth five minutes of your time to read.