Achieving UCD
It's best to address as many user concerns as possible before work begins. And, after completion there will always be updating. Even simple sites need to correctly address user needs if they are to be used. Think about what goes into designing a real life public library. The contents must be gauged to the correct size building. Yet, structural architecture is only half the equation. How easily will users navigate around and to the books? Are they likely to use computers or catalog cards to find them? Will they be driving or take public transit? Will they need places to sit or write? Human factors must be taken into consideration as well. In a sense, UCD is achieved through a balance of good human factors and architecture practices.

Years ago I was witness to a national sales conference with one of America’s largest technology retail chains. At that time the recently elected CEO stated, “We are going to have the lowest prices and the best customer service ever”. A participating accounts manager asked the obvious question. “How can we afford to have both?” A red-faced CEO then quipped, “Anyone else that feels that way can file their resignation now!" Needless to say, that retail chain is no longer in business (where do they find these guys?). Customer service is costly and web companies have been struggling to reduce that internal footprint by focusing on increased ease-of-use in their products.

Customer Service and UCD
Customer Service doesn’t go away, it simply evolves into a better user experience. Competitive pricing is a significant factor to successful commerce. For this reason you don’t walk into an upscale store, known for its customer service, seeking the best price. You enter, fully realizing that the service is included in the price. Like message therapy, these stores won’t ever disappear. Yet, by today’s retail standards they are not the norm.

Customer Service is hand holding in the most literal form. You walk in, are greeted, are asked for your needs and are shown the solution. If you have questions, they can be answered with a smile. Customer Service Reps must be bright and cheerful, but above all, trained to be knowledgeable. Consequently, if you leave without a purchase it will cost the store operating overhead. Conversely, in today’s superstore, items are easily found. Questions can be answered with automated kiosks and demo product. Because the entire inventory is on display, floor employees act as theft police, since their service capacity is reduced because of large floor size.

In many respects a walk-in experience to a library for information or a store for a purchase can be likened to a relative web experience. Still present is the content or inventory the visitor must browse. One thing, however, is decidedly different. The customer service agent is no longer present and the user is forced to proactively discover his or her own needs (with less support that the superstore). The owner’s role has changed as well. There are no loudspeakers to inform visitors of specials and no music to sooth dead-end frustration or clutter. Instead, every user expectation must be taken into account during the design stage, before entry.

The Video Screen
All the above comparisons are important to realize when designing the correct web solution. There is no way to lock the door or block the exit of a visitor. Like television, they can simply change the channel.

Even with all the convergence between television and the web, the web remains real-time and proactive and not recorded and reactive like television. Continual consideration of a proactive user’s point of view is critical.

Screen Convergence Today you will find info and advertising marquees running at the bottom of your television screen. There is content framing that displays upcoming programming with credits on a departing show to the side. On the web side we have more multi-media and even VCR like controls. Also, the web continues to catch up to television with advertising. Along with all the pre-existing concerns these newer ones can be used to either retain or lose viewers. More than ever, user requirements must be clearly understood or the viewer walks.