Our users determine our design (Ending the discussion between designer and marketer)
Start-up roadmap part 3.
Anyone who has their own website knows how frustrating the endless discussion between the designer (‘it has to look good!’) and the marketer (‘it has to work!’) can be. This discussion can veer into dangerous territory, as it often decreases productivity and can lead to a clash between two worlds. This, in turn, can end in a battlefield of concessions with losses on both fronts. If you catch my drift.
Dating app for seniors? Don’t do it!
In a previous post, I wrote about testing and validating all aspects of your online or offline start-up. This is clearly one of the most important aspects. The website is the primary vehicle for most online start-ups. But a website is designed for users, not companies. So why would anyone develop a dating app for seniors, given that 95% of them don’t have a smartphone and would much rather meet someone in the comfort of their nursing home? Exactly: don’t do it! Leave it up to the users to decide what they want and learn to listen to what they have to say.
“Build something 100 people love, not something 1 million people kind of like”
Put your ego aside and start over
Yes, you: the owners, designers, developers, or marketers of the world. I’m talking to you. Your users are always right. Always. Start with a clean slate and let your users do what they do best: use. Listen to important feedback like:
- is the message clear?
- is the call-to-action easy to find?
- which feelings does your logo, name, colours, and texts evoke?
- is your site easy to navigate?
The results will amaze you
At least, they amazed us. After an intensive period of testing (both on and offline), we created an end product that was ready to be launched. It was an exciting time. Despite our extensive testing, we didn’t reach a unanimous agreement on everything and there were several things that I (as a marketer), our designer, our developer, and even our administrative assistant would have done differently (yes, everyone has a voice within our start-up). But, hey, we believed in our users and that paid off:
- 17% of users spent more time on the site
- 1.3 more pages were visited per user on average
- 9% more conversions were generated by leads
- BONUS: we even saw a 4% increase in lead upselling among the same users who returned for a second or third assignment.
The above suggests that our users had a positive experience with our website and our brand. Users were able to navigate the site more easily and felt more confident in choosing our website for their assignments.
About my start-up Vindy
Love to share everything about our roadmap as a marketplace start-up in a very competitive market; from product development to investors to valuable lessons learned. Let me know what you think by clapping 👏 or sharing this post or by leaving a comment below. I would love to hear your feedback!
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