[Sigia-l] What we do, How we do it, etc.

[Ziya Oz]

Jonathan Baker-Bates:

> subliminal strap line.

I love that characterization.

> Incidentally, in the case of the above travel site example, I would
> think it hard to argue for an "about us" on the main nav since it should
> be plain what a travel company does.

I wonder if anybody reads these "What We..." sections. I mean, if you don't
know what CapGemini or Accenture or IBM does chances are very slim you're
their target base. 

The section that intrigues me the most is not the "What We Do" or "How We Do
It" but the "Why We're Doing This" section. Especially for smaller
organizations, this really places the organization in the proper place on my
mind map. 

If they go into the frustrations they have had with a
product/service/sector/etc, how they decided there must be a "better way"
and built it, *and* that resonates with me as a potential buyer/user, I'm
hooked at that point. It elevates the UX to an emotional level where our
respective empathies sync. I say, "Finally, someone!" and I'm now
pre-disposed to like the rest of their site/products.

The rest is pretty much corporate crap.

----
Ziya

Usability >  Simplify the Solution
Design >  Simplify the Problem