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Best Practices: Using Technology without Abusing UX

Don’t implement technology for technology’s sake.  Scrolling headers, parallax pages and responsive web design are tools not business strategies. We need to treat them as such.

These tools are creeping onto websites and I’m reviewing them with users in increasing numbers. Many times the “strategy” behind the implementation is simply because an agency recommended it. Being ever curious, I want to know why?  To implement a new tool without a reason from your end customers seems misguided. Just because something is new and cool doesn’t mean its right for your company and more importantly right for your customers.

I worked on a project that implemented parallax to feature new projects. When potential customers reviewed the implementation their feedback was: “Why is all this stuff moving around, it’s distracting from the product?”.

The thought seems to be this is a really cool interaction, it will make our pages seem fresh and demonstrate that we are cutting edge. However, that can get lost in translation when someone is trying to buy your product. At the end of the day there are certain things that are the most important to them and if your really cool interaction interferes with them obtaining information they need – they will move on to the 20 other websites that give them the information they are looking for.

Understand what people want by observing what they do and asking them what they are looking for and GIVE IT TO THEM. Use the tools we’re granted in our modern times, but use them to enhance the experience of achieving your customers’ core goals. That’s how you use technology for the sake of your customers.

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