Make it User Centred

You must think about the content from the intended user’s point of view. So, it must be in a language they understand and feature the things they are most interested in.

Avoid content such as unfamiliar company jargon or acronyms which they may not understand, or a company personnel chart which they will have little interest in.

For instance, if two of your ten product range account for seventy-five percent of your sales turnover, then put these two products at the top of your product web page.

The Physical Usage of The Application

Some questions to ask yourself:

  1. Are they going to be using a mobile device? Or is this application intended for a desktop device?
  2. If mobile, are they holding it with both hands or one hand?
  3. Are they physically able to stay in one place and consume the web content?
  4. Will they be performing other tasks at the same time?

Their Environment

Consider the following factors:

  1. What kind of environment might they be in? For instance, will it be noisy or quiet, busy or calm.
  2. Are they likely to be interrupted every few minutes?
  3. Are they going to be on a couch using a tablet?
  4. Are they going to be viewing your application’s content on their smart phone, while walking down the street?

Preferred Information Access

Think about how they may prefer to access the information and any limitations they may have:

  1. What device type might they prefer?
  2. Do they prefer video content or audio content or written content?
  3. Are there any learning or physical disabilities to consider?

A User’s Emotional State

Will their emotional state impact the way in which they consume the information?

  1. How is the person likely to be feeling when consuming the information? Might they stressed out? Are they likely to be calm?
  2. What’s motivating their activity and their use of this website or app?
  3. What do they want from you, the supplier?
  4. Are there any consequences to not getting what they want?

Cognitive Capacity

Think about the following aspects of a typical user’s ability to process the information you are sharing with them:

  1. What assumptions are they likely to make, based on what they read and interact with?
  2. What’s their learning ability level? Will it take multiple attempts to understand the content?
  3. Is it suitable for all educational levels or skill levels?
  4. Is the target market a narrow, well-defined group of people? Or is this a mass market product with varying degrees of literacy, education and cognitive ability?

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