I specialize in UI (User Interface) Design, SEO (Search Engine Optimization), UX (User Experience), web design, development of database driven websites, applications, content management systems, corporate intranet applications, usability, accessibility, Human Factors Engineering, Human/Computer Interaction (HCI), and search engine strategy for corporate entities, highly successful small businesses, and select non-profit organizations.

There are a lot of things that are done wrong on the internet, either by laziness on the part of the designers and/or developers, or by their negligence and/or incompetence. These are things such as:
1. Forms that don't work - When a form relies on code that is browser exclusive, or if your code has JavaScript errors and you don't know because you, and your developers don't have JavaScript debugging turned on in their browsers, or if (heaven forbid) your form is Flash without offering an HTML alternative for users that cannot view Flash, you'll not only make a user mad - you'll probably lose a sale.

2. Client side validation that is not only badly coded, but is actually vindictive - validation should not punish a user for entering incorrectly formatted data, but should assist and guide the user in the completion of the task at hand.

I have actually seen LONG forms that clear ALL their data if the user makes a mistake, like forgetting to put hyphens between the groups of numbers in a telephone number.

HERE'S A TIP: If you can DETECT the missing hyphens, why not be HELPFUL to the user, and put them in using JavaScript instead of punishing them by clearing the whole form? It's easy to do.

I won't buy anything from companies that do this. Caveat venditor, or "seller beware." Enough said.

3. Pages that are not liquid - If a user has to horizontally scroll (this is actually called "panning") to read your page, or cannot see a section of the page because your web development team doesn't know how to dynamically size pages, your website will frustrate users, and again - you will lose sales. This point becomes increasingly important as we become more reliant on mobile devices to access the internet.

4. Excessive clicks - A common misconception is CLICKS ARE BAD. This is not always true - the truth of the matter is this: UNNECESSARY clicks are bad.

If a user has to "Click here to go to the 'Contact Us' section" then "Click here to go to 'Contact Us' SUB section", then "Click here to go to 'Contact Us' LINK" (You get the idea), your website will frustrate users, and yet AGAIN - you will lose sales, because that kind of navigation frustrates people.

Websites can be several layers deep, but don't make a user click endlessly for no reason, just to navigate your site. A good rule of thumb is two clicks, three maximum to get to any informational content - no more.

5. Hiding content behind HUGE forms - I don't generally mind providing a name, email address, or phone number to access content of real value. And, I don't mind giving a legitimate company my address, if they're going to send me something. But DON'T make me fill out twenty blanks of ALL REQUIRED information - and don't EVER expect me to give you my social security number, date of birth, or mother's maiden name, or other sensitive or uniquely identifying information.

I won't. Neither will other savvy users.

The bad news: You lose a sale, perhaps, but more importantly, you put your NPS (Net Promoter Score) in jeopardy - you're losing a loyal customer. There are few things worse in ecommerce.

6. Failing to provide real, valid contact information - I might buy your product online, but if I can't reach someone if I have a question or a problem, your company will:

1. NOT get any more business from me
and,
2. Will likely suffer loss of referral business from me. MANY customers will go out of their way to disparage your product or service if they feel they are being neglected. This is known in NPS (Net Promoter Score) as being a detractor.

I can promise your company will be more profitable if you simply provide a reasonble means of contact. It's ideal if that contact information includes the following:

• A telephone number (preferably NOT with endless menus - that's the same as unnecessary clicks online)
• An email address, or an online contact form
• If location security isn't an issue for your business, such as it might be for an automobile repo business, list a physical address!


Those people who know me know that I place great importance on the practice of good UI design, and on creating a good user experience, by applying good design practices to result in an intuitive user interface. The reason for this isn't arbitrary, it's driven by one of the most fundamental principles of good design: if users cannot complete the task on your website they wish to complete (buy a book, find information, track a package), they will go elsewhere, and they'll take their money with them.

During the 1980's, men like Trammell Crow popularized the principles of customer service - real customer service principles that exemplified the slogan "Customer is King" - making people suddenly aware of the reality that the customer/client/patient, etc., is actually important to your business.

Good usability practices are the manifestation of such principles. If you care about your users, make it easy for them to accomplish the task - the reason they're at your site - if you want to be successful. Men like Trammell Crow became billionaires by remembering that people matter.

It is all about the user, after all!

Yours in usability,

Don Demrow
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