The $300 Million Button

The $300 Million Button is great article by Jared Spool on the subject of making a simple UX change to get real world results. The key here though, was to listen to the user and give them what they wanted.

We were wrong about the first-time shoppers. They did mind registering. They resented having to register when they encountered the page. As one shopper told us, “I’m not here to enter into a relationship. I just want to buy something.”

Often I find myself fighting the marketing side which really wants to get the value of all the registered customer data.  In fact most of the user flow documents I’ve worked on were designed with the marketing goal of getting user to register.  In this case the real value was in actual sales.   It’s always good to be reminded to keep things in perspective and perform user tests.

Working with Sketch Flow

The official release of Silverlight 3 and Expression Studio 3 was last Friday and I’m really excited about how these products have been evolving. My favorite new feature is Sketch Flow, which I’ve been playing around with for a little while now and have found it to be a great way to build dynamic prototypes.  From my previous post on Wireframe Prototype Fidelity I would have added a bit on Sketch Flow if the product had existed at the time.  I think it fits a gap in the tools of the UX professional who works on rich interactive applications.  For myself I was either building static images in OmniGraffle or Adobe Illustrator or I was mocking things up in HTML with JavaScript.  Sometimes I’ve built stuff using Flash or even modeling and rendering an animation in 3D tools like Maya to best get the concept across. I think Sketch Flow really brings it all together for a quick way to rough out the experience. My favorite part is how Sketch Flow lets you put in fake data driven content. It’s hard to explain how awesome this is, to get a good understanding check out the video below.

Check out this great video introduction to using Sketch Flow from Mix earlier this year:

To keep up to date be sure to follow the Silverlight team blog, Soma’s blog and Scott Guthrie’s blog