In case you’ve missed this monumental event, Apple designer Jonathan Ive was knighted last week by the Princess Royal at Buckingham Palace.
Indeed, Apple (with Jonathan Ive’s dominant participation) has revolutionized how consumer electronics products are designed. Starting with its color iMacs, which introduced color as an important buying criteria into the mainstream consumer electronics market, and later (as discussed ad nauseam) with its iPods, iPhone and iPad products, Apple has led the market with respect to how products are designed.
In the non-software world, product design has been acknowledged to be a vital part of product success. Industrial design has become a profession, driving product design in multiple industries. Furniture company IKEA has grown based on offering “highly designed” (and arguably, mediocre quality) furniture. Sodastream, a publicly traded $700m maker of home carbonation products, has started growing after putting focus on product design.
When it comes to software, however, there isn’t even a well-defined role, position, or step in the process that addresses the full spectrum of product design. Continue reading
Posted in Agile Software Development, Application Design, Application Lifecycle Management, Enterprise Software, Future of Software, Marketing, Product Design, Product Management, Product Planning, Product Roadmap, SaaS, Software as a Service, Software Marketing, Software Methodology, Technical Documentation, UI, User Experience, User Experience Design, User Interface Design, UX, Web Applications, Web User Experience, Web User Experience, Web User Interface, Website Design
Tagged Apple, iMac, iPad, iPhone, Knighthood, London, software development lifecycle, technology
I regularly try out new web applications, and I am often amazed to see web applications that assume that a “short introduction video” will get users to understand what the product does and how to use it.
Sure, people love videos, and watch tons of funny cat videos. But, application tutorials aren’t funny cat videos, at least in most cases. For one thing, especially if you’re marketing a SaaS application to business users, it’s likely that users don’t even have headphones connected at their work space; or, similarly, that they doesn’t feel comfortable watching videos with their peers around. As likely, they may want to start using the application right away and may not want to take the time to watch an introduction video. But, most importantly, a video is just one tool in one’s toolbox, and getting users from point A (say, registered for a free trial) to point Z (they’re the guru of your product and help their peers use it) takes much more than a video.
Earlier this week, we at WebCollage have launched a new revision of our Content Publisher welcome pages, so I thought it may be a good opportunity to share the techniques we’ve come up with in terms of communicating our application functionality to first-time users.
I tried to outline 7 “tools” you can use to get first-time users to understand and hopefully like you web application. Here goes–
Posted in Application Design, Customer Support, Marketing, Product Design, Product Management, Product Planning, Product Roadmap, SaaS, SaaS Go-to-Market, Software, Software as a Service, Software Engineering, Software Marketing, Software Methodology, Technical Documentation, UI, User Experience, User Experience Design, User Interface Design, UX, Web Applications, Web Help, Web User Experience, Web User Experience, Web User Interface, Web Writing, Website Creation, Website Design
I was recently amused to bump into what seemed to be a silly offer: instead of developing your own marketing site for your
software-as-a-service business, buy a ready-made SaaS template site, swap in
some text and perhaps a few images, and get yourself a working site in minutes.
I had never spent time thinking which professions could use
ready-made site templates. If I had been forced to provide a quick answer, I
would have probably come up with some freelance professions (there would always
be “About Me” and “My Portfolio” pages, for one thing).
But, coming to think of it, it isn’t as clear that many professions or business
categories can truly live with a template-based site. I’m wondering: would all
local cleaners tell their story in a similar way?
Well, it may be that marketing SaaS businesses is simpler than
marketing local cleaners.