Invite Users To Do Things
Next rule is providing invitations. You wanna... People come to your site, you wanna give them something to do, right? So, what you wanna avoid... So a lot of sites do this really well now. You wanna avoid the blank slate. You don't wanna give them just a white page with nothing on it. You wanna make explicit calls to action. And a call to action... That's like the official term for it: a CTA, but that doesn't always have to be a button or anything. It just has to be something that shows people that they can do something here. So, sites have gotten really good at this over the years. They've gotten really good at indicating the things that you want people to do here. I mean there's a lot of things that you can do here, but the things that people, that the business wants you to do are most emphasized to increase the likelihood that people will see it and end up doing it and also making it easier for people who come to the site and already have an intent of buying, making it easier for t...
hem to do that. What's also cool about this example is how the camera is kinda pointing in this direction, so it's pointing towards this button. And with visual design at this level And with visual design at this level nothing is left to chance, and I know this for a fact because on the next page the camera is pointed in the other direction. (chuckling) So what they're doing, what you can do with good design, and this is more of a visual design thing, which unfortunately we can't cover in detail here, but you can with good design, by emphasizing things in the right ways, you can control where people look, which is a super important concept to wrap your head around. You can design pages in a way that people will look at the things that you want them to look at first, by emphasizing it with positioning, by emphasizing it with size, by emphasizing it with color, and by using appropriate photographs. You can go online and find a ton of examples of where you'll have a person looking at a thing and then, if you see a person looking in some direction, you automatically also look in that direction. Okay. Here, this is an example where we're going, we're at the bottom of a page, and a lot of times when people come to the end of the page, just one of those key moments where they don't know what to do next, so give them some stuff to do. What are some things that might be interesting to them? You never want to have people arrive at the end of your page and be like, 'Okay, what now?' Another way to provide invitations is with these guided tours that you see a lot these days. It seems like every new app you install, when you install it, first it has like five pages that you have to scroll through telling you what this app does, and after you've gone through all five of them, then you can sign up, and that's something you need to be careful with because, first of all, it's annoying because it distracts from the task that people are trying to accomplish, and also, people can't remember that. If you're getting shown eight pieces of functionality in this new app that you just installed and you're getting shown that, well, first of all, you probably don't want to see that. You just want to get something done. But then they show you this instruction manual that kinda... And it shows you all these steps that you just can't even absorb, and then when you actually try to get something done, you've forgotten it. So it's much much better to teach people as you go. So it's much much better to teach people as you go. Game designers are amazing at this. Interaction designers for user interfaces can learn a lot from game designers in a sense that video games these days are so complex, and they teach you new abilities and features and menu items as you progress throughout the game, so by the end of the game, it's amazing how many different types of things you've learned and how many different ways you can control your character, but, in the beginning, you can only do like three things. Finally, you never want to give blank slates. So, if you are ever in a... So, if you are ever in a... Say you installed a new app, some new goal-tracking app. I mean someone had to think of this screen. The default would've been no goals here or something like that or just nothing, a white screen. And instead, there's this nice, aesthetically pleasing image And instead, there's this nice, aesthetically pleasing image and an arrow because, remember, our eyes follow lines. So we follow this line towards the thing that the business wants us to do. But you never want to give people a blank slate because it's just too much brain power, too much thinking required. You never want to make people think too much.