Simple things are the most easily overlooked. Two examples: a magician taking a wand out of his pocket (see? so simple that maybe you’ve never thought about why it wasn’t on the table at the start), or the home page on www.fixmystreet.com.
The first thing FixMyStreet asks for is a location. That’s so simple most people don’t think about it; but it doesn’t need to be that way. In fact, a lot of services like this would begin with a login form (“who are you?”) or a problem form (“what’s the problem you want to report?”). Well, we do it this way because we’ve learned from years of experience, experiment and, yes, mistakes.
We start off by giving you, the user, an easy problem (“where are you?”) that doesn’t offer any barrier to entry. Obviously, we’re very generous as to how you can describe that location (although that’s a different topic for another blog post). The point is we’re not asking for accuracy, since as soon as we have the location we will show you a map, on which you can almost literally pinpoint the position of your problem (for example, a pothole). Pretty much everyone can get through that first stage — and this is important if we want people to use the service.
How important? Well, we know that when building a site like FixMyStreet, it’s easy to forget that nobody in the world really needs to report a pothole. They want to, certainly, but they don’t need to. If we make it hard for them, if we make it annoying, or difficult, or intrusive, then they’ll simply give up. Not only does that pothole not get reported, but those users probably won’t bother to try to use FixMyStreet ever again.
So, before you know it, by keeping it simple at the start, we’ve got your journey under way — you’re “in”, the site’s already helping you. It’s showing you a map (a pretty map, actually) of where your problem is. Of course we’ve made it as easy as possible for you to use that map. You see other problems, already reported so maybe you’ll notice that your pothole is already there and we won’t have wasted any of your time making you tell us about it. Meanwhile, behind the scenes, we now know which jurisdictions are responsible for the specific area, so the drop-down menu of categories you’re about to be invited to pick from will already be relevant for the council departments (for example) that your report will be going to.
And note that we still haven’t asked you who you are. We do need to know — we send your name and contact details to the council as part of your report — but you didn’t come to FixMyStreet to tell us who you are, you came first and foremost to report the problem. So we focus on the reporting, and when that is all done then, finally, we can do the identity checks.
Of course there’s a lot more to it than this, and it’s not just civic sites like ours that use such techniques (most modern e-commerce sites have realised the value of making it very easy to take your order before any other processing; many governmental websites have not). But we wanted to show you that if you want to build sites that people use, you should be as clever as a magician, and the secret to that is often keeping it simple — deceptively simple — on the outside.