I thought I would share an example I used in the Web Site Usability Workshop that I conducted with Dave, Frank and Joanna earlier this week at the ASAE Tech conference.
I started off by asking anyone in the room who likes burritos to raise their hand. 90 out of the 100+ people in the room shot their hand up. I had the right crowd!
What is the number one thing a freshmex burrito restaurant chain’s web site should do? Get you into one of their restaurants to buy a burrito. Simple enough.
Now, go look at BajaFresh.com. The store locator has a convenient search box right at the top to put in your address or zip code and find the closest store. Simple and effective.
Both sites have a store locator feature. Only BajaFresh makes it easy to find and use that key functionality.
I asked the people in the room, “Who has the more usable site?” Answer: “BajaFresh!”
Then I asked, who probably paid more for their web site? “Chipotle!”
A usable burrito site doesn’t have to be an expensive one.
The lessons here include:
- A great product can be undone by poor usability;
- Usability can be a competitive advantage if your site makes it easier to do business with you;
- If your product is sub-par, making it usable alone won’t help much;
- Flying burrito zeppelins are kind of distracting.