3 articles tagged ‘GUI’
- Spreading stories: Distinguish and cherish VIP users
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Identify returning users as VIPs: those most likely to spread your story. Treating everyone the same is easy, but they deserve better.
Existing users are more likely to recommend you than new one, so don’t treat everyone the same. Existing and new users have different expectations, even though they share a common worldview.
A chainsaw cannot change itself depending on whether a newbie or an experienced lumberjack picks it up. Your software is not a physical product. It’s easy to support multiple expectations from a single code base, just as you do with i18n and L10n.
The German tax system is complex (it’s said 80% of the world’s tax laws are in German). As a result, a large vertical niche of tax return software exists.
- Deep stories: Create a tactile object
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Physical products are tactile, but software is intangible, so how do you think your audience expects it should look, feel or even smell?
Your target audience has a story about how they expect your product will make them feel. Marketers and developers must work together and meet this expectation with consistent and genuine stories woven into your software.
Physical products are tactile; you can feel them in your hands, how they move, smell and taste. Software is intangible. Even so, how do you think your audience expects your software to feel? To look? To smell? How should it look on opening the box (installing)?
Software is easier to change than physical products. Good design splits function and presentation; weaving your story into your software will be easy. Or not.
- Agile storytelling: Ship new content and moves on
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The waterfall model for content creation is too slow. You need an agile process to create and ship your storytelling content.
To sell a product you must know what your target audience wants, not just what they need. Wants changes; worldviews are not static. Every message and conversation with peers has an impact, moving the story along.
The software business is quickly picking up qualities of the fashion industry. Both satisfy wants, not needs. Does anyone need designer sneakers? No. Do they want them? Yes!
Worrying about the slippery slope of fashion isn’t new. Windows 3.0 lead business users to want GUIs for their apps. They didn’t need a GUI for their B2B apps, but it was obvious they wanted one. They got what they wanted.
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