"It's hard to get a man
understand anything if his salary
depends on his ability to misunderstand. "
On a cool June 2016 day, the phone rang. This is the spouse of the former head looking for clients for a hairdresser. As usual, followed by a two-week study of customer stereotypes. One of the findings of the author strongly hooked.
It turned out that visitors to hairdressers can come to terms with queues, non-sterile instruments, the smell of tobacco and small fees. All these are forgivable sins. But it is categorically unacceptable if
- What do site users think about the work of a web designer?
- What do certified artists think about the work of a web designer?
- What do customers think about the work of a web designer?
- What do engineers think about the work of a web designer?
- What do web designer parents think about his work?
- What does a web designer answer to these insinuations?
- Crisis of deceived expectations
- Challenge and answer
- Editorial plan "large strokes"
"The master does not understand at a glance"
The customer confirmed: all is. An experienced hairdresser asks 1-2 questions and then cuts, and the client leaves satisfied.
How did it happen? Why do the hairdresser and the client understand each other from "half a word", and the web designer with the customer communicate through the Technical Task on 15 pages? And why as a result of a hairstyle of an average hairdresser suit everyone, and the sites of an average web designer do not suit anyone? There were a lot of answers, and all were impartial.
What do site users think about the work of a web designer?
"The mice cried, injected,
but continued to eat the cactus. "
Users sites are annoying, like cramped shoes or buzzing pipes. At first they get mad, then they get used to it, they change to something more comfortable as soon as possible. Since the design of sites ignores the limitations of human capabilities: memory, attention, coordination, emotions. Examples of mass.
Why maze so popular with puzzles? Because the human brain hardly remembers the sequence of turns. It follows that navigation system with multiple forks disorienting, confusing user. It is much easier for him to navigate, if the whole picture is before his eyes, from a bird's-eye view. See how the Raskin application organizes a scalable interface (Zooming User Interface, ZUI) on macOS. And for mobile devices there is ZenZui from Microsoft.
Taxonomy and menu. Experiments of English psychologist William Hick proved that the organization of elements into hierarchical groups slows down the search. For example, if there are 16 elements, the user will most quickly find the desired element in 1 group, search for 2 groups longer, and search in 4 groups will take the most time. It follows that sections of the site menu only interfere with the user.
"Surely the ingenuity with which the most seductive showcases with candies and magazines" National Enquirer "are placed next to the cashier, and the most necessary goods, such as milk, butter and bread, in the back of the store, in order to force customers to pass by all the counters be aimed at providing convenient access to all products. " Victor Papanek, "Design for the Real World"
In 1985, Apple Computer decided that pictograms (icons) make interfaces more beautiful, translation is cheaper, and therefore "whenever you need to add an explanation or an inscription, try to use an icon instead of text" (Apple Computer Developer Guide, p. 1-32). Since then, interface developers have turned their brains inside out, trying to compose an original but universal language of hieroglyphs that is understandable to all users without exception. This task is fundamentally unsolvable! There is no logic, according to which the Russian stew is symbolized by the pig, the Chinese is the wall, and the American black in costume. Even “universal” signs of peace are considered offensive in some cultures. therefore icons only confuse users, take time to solve rebuses.
"Like" in Iran is perceived as a fuck
The sign "Okay" in France means "you are a nothing"
The gesture "Victoria" in the UK will be understood as: "go away!"
Why do I need a login? Login is not secure, so does not provide security. Login is open for indexing on most resources. Google your logins and make sure. But the password is absolutely unique and secure, we are all strongly insisted on this. Logging in to the mail, CRM, forum, social network user twice identifies his identity. So remove the login field, leave the password authorization and shorten the authorization time by half!
Why not a quick search? Google launched a predicative (step-by-step) search in 2010. For 6 years, all managed to see how it makes life easier. But the developers of inertia set on the new sites search "with delimiter", launched by clicking on the button or pressing the "Enter". Maybe this solution is difficult to implement? No, fast search is supported by popular CMS. For example, 1C-Bitrix included an instant headline search in November 2010. However, out of 10 new sites on 1C-Bitrix, a quick (step-by-step) search is used by 5, then there are 50%.
Where did the FAQ go? Somehow, the “Questions and Answers” sections quietly disappeared, and remained with the ancient hosting providers and major social networks. And why? Because the fashion model of the landing page implies a single user script. Buy or piss off. Although mind Work with an unfamiliar site should begin with the section "Help".
What is loaded when you visit the site again? Homepage, or advertised "entry point". Why should the user remember what he wanted on this site, why search again? When re-entering the site should load the same page.on which the user finished work last time.
Where is the cursor? After loading the page, the user twists the mouse, fumbles eyes, searches for the mouse pointer. Spent 3-5 seconds, found. Began to carry them on the elements of the site, look for clickable elements. Attention, the question: why there is no backlight? Even schoolchildren know the pseudo-class: hover. But only the links and the top menu are highlighted. Who will hurt if highlight any block that the mouse is pointing to?
Pop-up windows do not help the user. They are involved in the process of developing the site as an annoying seller, they require this second to like, subscribe, register. Better not to use them at all. Compromise option - translucent pop-up windows.
Why is there no undo button? The user can make a mistake when entering, accidentally leave the desired page, select the wrong product, write too much in the comment. In the site interface there should be an available "go back" command. As in computer and smartphone applications. It is quite realizable.
What do certified artists think about the work of a web designer?
"The art of the mad, cave painting
or a drawing made by a tail of a recalcitrant mule,
compared to the banner of Ostap
seemed like museum treasures. "
Ilf and Petrov
Certified artists believe that web designers are incompetent. That they are crafty dropouts, picked up on tops and going to the authority of high technology and the ability to quickly learn new programs. A professional artist-designer studies 5-6 years, a year studying fonts, another year cramming typography and photography. The year draws pyramids and balls, another year of sitters in parts and in its entirety, another year of drapery. But these losers do not know the composition, they don’t understand the laws of light and color, they don’t know how to draw. They copy free templates, repaint, change logos and inscriptions, and live in clover.
Artists who are well acquainted with the newest history, excuse the professional narrowness of web designers for their origin. And really, they say, what else can we expect from the children of advertising designers from Madison Avenue and the grandchildren of industrial designers from the Van Doren and Raymond School of Designers!
In fact, the norms of industrial design of the American spill come from the time of the Great Depression. These anti-crisis standards are prescribed increase in profits due to increased external attractiveness."Industrial design is the practice of analyzing, creating and developing products for mass production. Its goal is to create forms that are guaranteed to be accepted before large investments are made so that such products are made at a price that allows them to sell well and make reasonable profits ". Harold Van Doren, Industrial Design, 1940.
The founding fathers created this applied area based on their own experience in the design of theatrical scenery and shop windows. And they set an example for the heirs anti-crisis success: while skilled and talented architects traded apples on the street, former decorators worked in rich apartments. Because spat on the content and focused on the seductive shell.
Thus, out of the 6 components of the “functional complex” of industrial design, the main need as a trick to lure money. The remaining 5 criteria in the design are ignored or deformed in favor of maximum profit.
CRITERION OF QUALITY DESIGN PRODUCT
WITH THE MAIN ROLE OF PROFIT
Method (interaction of material, tools, technologies)
He ceased to disclose the advantages of material and technology by going to fraud. Self-adhesive under the marble and signs of banks from PVC clearly illustrate the application of the method for embellishment.
Using (interrelation of form and function, practical application)
Link function and form torn, spawning millions of artsy and ridiculous souvenirs. Dictate forms in architecture and the automotive industry brought to life the ugly and dangerous structures and mechanisms.
Need (how many consumer needs are met and how complete)
Real needs have been supplanted by fashionable lovers, creating a carnival whirl of outfits, gadgets, music groups and informational occasions.
Telesis (suitability, compatibility of forms from another cultural and historical context)
Historical and geographical context (associations and teleses) are ignored or used arbitrarily. Vizit condoms (in the original ViSit) were lucky, but there are legends about Pepsi's necromantic properties from the 90s ("Pepsi Comes Alive" = "Pepsi revives" in the literal translation into Chinese).
Associations (to which corresponds in a group context (cities, countries, nationalities, language)
Aesthetics (the form of the work excites the feeling of beauty, causes pleasure, excites and pleases)
Aesthetics in isolation from function and need, it has become an imaginary value, raising the price of the product without improving the content, due to the “beautiful picture” on the packaging. Therefore, the ability to aesthetically express the function and need has been lost.
What do customers think about the work of a web designer?
"Where will I get them, living people?
I have never seen them! "
Customers of the sites fully agree with Van Doren and demand from web designers to “answer for the bazaar”. In the eyes of business owners, sites are subjects of industrial design: packaging, promotional products, and commercial equipment. Consequently, the web designer must find "pain points" for the audience and so pressure them so that everyone can run like lemmings off a cliff.
That is, the site’s customer treats the web designer as an advertiser, and both of them as professional cheaters. Hence the deliberate mistrust, excessive control, endless alterations and demands for “fair” prices.
The average customer site has this reason. He himself builds a business like this: he buys cheaply at a Chinese factory, resells at an exorbitant price in a Moscow boutique, copies photos and descriptions without checking for a penny. And from the rest waiting for the same business. All the work that requires more labor, it seems to him tricks for luring money. Including market and audience research, modeling and design, even debugging of business processes.
What do engineers think about the work of a web designer?
I broke the music like a corpse.
I am the algebra of harmony. "
Engineers look at the design process as a low-tech mess. For example, a customer comes to the designer and says: what are you doing here? Now I will explain what to do! Well, move the toilet to the right, the cap to the left, increase the logo and play with the fonts. Then the marketer comes to the customer and says: why do you have to lose precious time? Let's check the design on the focus groups, and we will have a measurable justification. Then an engineer comes to the marketer and says: why do you need extra expenses for coffee and cookies for focus groups? Let's test the design online, fast and free. And we get objective metrics!
This is how in 3 steps you get a universal passion for A / V tests and Data-Driven Design. Everyone got rid of the responsibility, and the customer, and the marketer, and the designer, and the engineer. And the user was left alone with a multidimensional morphological table. 41 variants of colors, 3 variants of stroke thickness, fonts, block sizes, signatures. This is not a joke. This is insider information by Doug Bowman, a former Google designer.
And what is wrong? The sample is finite. The morphological table gives too many options for a complete search. 41 x 3 is already 213. For Google this is uncritical, it has a daily attendance of 146 million. But with a target audience of hundreds of thousands, the tests of design elements by enumerating the morphological table become unrepresentative.
What do web designer parents think about his work?
"Loose earth, field and meadow
It smells peasant, going for a plow.
Fish and the sea smells like a fisherman.
Only the slacker does not smell. "
The grandfathers and fathers of generation Y (before 1981) have little idea of what web designers do. And why? People over 35 make up 45% of Runet users: 35-45 years - 15%, 45-54 years - 15%, 55-64 years - 10%. The generation X, not covered by high technologies, imagines the Internet through TV programs, films about hackers, enthusiastic muttering of children and grandchildren. For the benevolent part of the older generation, the developers of the sites are a little bit of a technomage, a little of the network robinguds, a little bit of scientists. For the unfriendly - gamers, scammers, hackers, or reptilians spies.
What does a web designer answer to these insinuations?
"The answer is one fool from the street no one cares.
But the answers are hundreds of fools called
result of focus group research
and sold for money. "
User attacks the web designer rejects, referring to the industrial design standards ISO 13407, usability ISO 9241-11 and man-machine ergonomics ISO 18529. In proof of his rightness, he nods at countless garbage sites where the "creativity" of customers and users is not limited by industry regulations. And in vain. Because today's standards were fashion trends yesterday, and the day before yesterday, successful tactical decisions. Recall how Apple taught everyone to use icons.
"The standard should be abandoned if it is clearly reducing productivity or is inconvenient for the user."
Jeff Raskin, Apple Computer No. 31, initiator of the Macintosh project, author of The Humane Interface and New Directions in Computer Systems Design.
Criticism of artists an educated web designer fends off, citing Frank Lloyd Wright and "the unity of form and function." Following the school, the Bauhaus declares itself to be a sought-after practical artisan, painting the highbrow aesthetes on the streets in defiance. Finally, he calls Andy Warhol for help and declares that in the mechanized world banality is aesthetics, and therefore this is his artistic credo.
To customers the web designer explains that he is a designer, not a researcher. It is not his task to dig in forums and social networks, read the industry press, conduct interviews. Let salespeople and marketers do this. Just send us behavioral scenarios, stereotypes, niche visuals in a convenient form. Then ask the result. If between him, the designer, and the end user lined up 3 links of intermediaries and no one knows, then whose fault is it?
To engineers A web designer objects to testing every shade of color, every slope of text, and every thickness of the stroke is counterproductive. Since the resulting monstrous heap of data does not integrate into the design solution. There are no such mechanisms in the head, and engineers are in no hurry to develop them.
Generation X The web designer thinks that old stumps do not understand the absolute value of continuous progress for the free market and liberal values. Mossy brains of retrogrades are not able to realize that in the XXI century it is selling design, style, appearance. Products are rapidly becoming obsolete, it is necessary to constantly create a new form, and in this continuous update lies the great mission of web design.Very serious cant. The generation of “old stumps” includes senior civil servants, heads of backbone enterprises, millionaires of Forbes. Their "mossy brains" determine the policy of the country. What these "retrogrades" do not understand may disappear without a trace.
Crisis of deceived expectations
"If you spit on a team, the team will wipe off.
If the team spits on you - you will drown. "
Высокомерная риторика была уместна, пока помогала преодолевать возражения несведущих заказчиков. Теперь она должна быть отброшена как стратегически непродуктивная. Поскольку очевидно, что:
Firstly общество ценит удовлетворение потребностей and highlights the industry, professional communities, individual professionals who meet its needs.
The better specific product satisfies total needthe higher it is appreciated. Musicians love fans, make-up artists lined up in queues. Lebedev Studio has orders, despite the exorbitant prices.
For the satisfaction of needs society according to thank product manufacturers in material form. Love of girls, the prestige of the profession, hard earned money.
Consequently, marketing and sales technologies are third-party in terms of public benefit. Since in the opposite case, the needs are adjusted to the product, the quality of the product is devalued, the development stagnates.
Like any qualitatively new product, web design has entered the uninformed market. The demand was created by the curiosity of users and the hopes of corporate customers for fabulous advertising opportunities. These motifs were used and fueled by unfulfilled promises. We all remember how the developers promised sales growth simply by placing the site.
However, the time of hope passed, and was replaced by the realization of deceived expectations. Users and customers of sites do not understand why elementary problems are solved through a stump-deck, and even require additional training. Engineers and artists are not ready to put up with kitsch, aestheticism, non-algorithms. Leading and guiding generation X has discovered that a "elusive Joe" has formed in the country and is beginning to create problems. In short, society has made its own opinion, and this fact cannot be avoided.
Fans of skimming state that the glade has been trampled and set off in search of new bubbles. At the same time loudly proclaiming the "death of design." Educated people do not keep moaning because they remember that in any crisis, the first thing they do is to bury someone. A web design, of course, is experiencing a reputational crisis.
In general, nothing surprising: the policy in the field of information technology is determined by engineers, and you remember how they relate to designers. In the ranking of the hubs (tags) of the Habrahabr magazine, web design is in 20th place, interfaces are in 28th place. The bias towards the shape has leveled off, and now the pendulum is flying the other way. The focus is on expediency, and the form prescribes a service role.
We have already passed this, and the results are all around, wherever you look. On the streets, the micro-districts of square-nested buildings, generated by Soviet constructivism and the ideology of Le Corbusier, "a house is a car for habitation." In offices and apartments, the Bauhaus school’s primitive interiors. For work and entertainment, we leaf through a print press and portals with modular nets, derived from the neoplasticism of Piet Mondrian and the magazine "De Stijl".
Of course, content is king. Yes, just was not in the history of the ruler, who would not keep the court painters. Because subjects (consumers, customers) need nice looking forms for perceiving power abstractions, benefits, convenience and progress. To see this right now, press "Ctrl + A". What, do not like?
Challenge and answer
"The historical situation confronts society
unexpected problem, challenges him.
Further progress depends on the ability
give an adequate answer to this challenge "
What need shows the above tangle of claims, requests and contradictions? Obviously, there is a need for a comprehensive rethinking of the social role of web design. The need for a systematic study of the views of groups and audiences, the study of best practices, including in related areas, defining common rules of the game, values and standards through discussion, finding new ways and disseminating accumulated knowledge.
Which one product meets that need? Obviously, popular interdisciplinary industry media. Journal, almanac.
In fact, senior professions and industries actively use this tool and thanks to it they speak the same language with clients, “understanding each other perfectly.”
- In interior design it is "Mark", "Wallpaper", "Interni", "Elle Decor".
- In industrial and advertising design it is "DesignWeek", "Shift", "International Journal of Design".
- In the IT industry it is "CNews", "Habrahabr", "Hacker", "IT Manager".
A web design nothing to boast. There are hardly 2 magazines all over the world: "The Future Web" and "Smashing Magazine" are combined under the cover of programmers and designers, and traditionally devote the lion's share of materials to free templates. Consumer sites, customers and web designers have nowhere to meet face to face. There is no place to take the assessment "on the Hamburg score."
Here it is, "a unique opportunity in a crisis." Publications are closed, jobs are reduced, the mother shark feathers are out of work. It's time to stir up a new project in an empty niche. And then after the summer full house, the coming autumn stupor somehow disturbs and upsets.
Editorial plan "large strokes"
- Scientific assessment of the quality of the interfaces of sites from the point of view of consumers. Instead of abstract "intuitiveness" and "friendliness", measure the specific informational and symbolic performance of web interfaces using the GOMS methodology. Tests will find its reader, the guarantee of the success of the magazines "Hacker", "Computerra", "Chip". Perhaps, some kind of Glavred analogue for interfaces will come out of this.
- Artistic evaluation of the quality of interface sites from an academic point of view. Propaedeutic criticism: coverage and critical analysis of the application in website design of the laws of composition, typography, photography, correspondence to historical, geographical, national contexts. Authors and reviewers: teachers and graduate students of design universities (for example, the Academy named after SG Stroganov).
- Evaluation of the quality of interfaces of sites as industrial design objects. Authors and reviewers from graduates of the bureau Artem Gorbunov, course Ilya Birman, studio Artemy Lebedev. Former and current studio designers from the top of the CMS Magazine rating (for example, CreativePeople, AIC).
- Techniques and practices in the use of creativity management techniques when designing website interfaces. Authors and reviewers: TRIZ certified specialists. Specialists of enterprises belonging to the International Association of TRIZ (Matriz). Teachers and graduates of schools "TRIZ".
- Trends and patterns of "smart" luxuryimplemented in the field of information services. Authors and reviewers: specialists of branding agencies with publications. "Syndicated Brands", expert environment of Sergei Slavinsky.
Paste can not be pushed back into the tube. Society can not be made ignorant, to return a halo of primacy and novelty to web design. So, it is necessary to lead the process of forming opinions, becoming a "trendsetter".
"Any customer can get a car of any color if he wants a black car." Henry Ford