Going BETA: 5 Steps to a User-Centric Website

How Long Will Someone Spend Determining Whether a Web Page is the One They Need?

Expert views vary, but the consensus is that it’s not very long—typically around 10-20 seconds. Young people, in particular, are likely to be the least forgiving, emphasizing the importance of a user-centric approach.

The goal of the new Vinspired website—codename: Ecosystem—is to offer users what they need under one roof. The challenge is to engage them beyond those initial 20 seconds. To achieve this, we’ve embraced a “user-centric design,” combined with a test and learn approach to building and releasing the site. Here’s a simplified version of our process:

1. Ask the user what they want.
2. Build a website.
3. Show it to them.
4. Make changes and repeat until you have something they love and want to use every day.

However, it’s not that simple.

Addressing the Elephant in the Room

Simply asking users what they want doesn’t consider another crucial group: internal stakeholders. Ignoring them is not only undesirable but impractical. Our solution is to treat internal stakeholders as a special class of users within the user-centric design process.

Conflicts will arise. Balancing the interests of users and internal stakeholders in a user-centric website build is challenging. Here are five strategies to streamline the process:

1. Involve Internal Stakeholders in All User Workshops

Involving internal stakeholders in user workshops serves dual purposes. It allows them to share their insights with the project team present and exposes them directly to end user requirements, supporting decisions to prioritize user needs.

2. Test Everything, Communicate Test Methods, and Be Prepared to Adapt

Monitor your site and observe user interactions using data-driven analytics software, such as Google Analytics and Crazy Egg. If a website feature isn’t utilized, consider improving or removing it. Applying the same rigorous usefulness tests to all site elements ensures all contributors feel valued.

3. Communicate and Demonstrate

When soliciting user input, communicate how it’s used and demonstrate its impact. For example, if analytics show a function is unused, explain to the individual who proposed it why it was removed.

4. Process is King

Internal stakeholders should know exactly how to contribute to the project. The specific process depends on the project and organization, but clarity is essential.

5. Come with Alternatives

Sometimes suggestions must be ruled out due to budget, technical feasibility, or skill shortages. Rather than simply rejecting an idea, offer alternatives that fulfill the same purpose within constraints.

We’ll be rolling out new website features almost continuously over the coming months.

Explore our progress so far and share your feedback on our Facebook group or feedback form.