Skeptical Convert

The Credibility of a product is absolutely critical, whether it is coming from a brand-new startup, or an established corporation. There is a great deal that goes into the Credibility of a product, from the people that hype it, to its visual presentation. However, there are a few basic elements that go directly to the foundational aspects of product Credibility upon which the rest of the product’s truthfulness is built.

Quick-UX provides for the rapid, simple and quantifiable assessment of a product’s User Experience (UX). In answering the question of Usefulness, "Should I use it?" the sub-category of Credibility is one in the frequent discussion of cautious engagement, especially in the ever increasing, in both frequency and size, waves of introductions of online products.

Establishing and maintaining Credibility is the removal, or minimization of concerns arising from these types of questions. Many elements (design, accuracy, usability, timeliness, advertising, etc.) contribute to the positive, or negative, perception of overall product Credibility, but for Quick-UX’s evaluation we assess only the most elemental. For a refresher of the Quick-UX Credibility Rubric visit: Quick-UX & Credibility: Do you believe?

Today, we will look at the first of a set of three products that just barely (and almost) achieved a Low Credibility value of 0.325.

Low Credibility

In the set of examples of Low Credibility, that we are exploring, each demonstrates a severe lack in fundamentals. Interesting to this group is the fact each just barely (or almost) achieved the Quick-UX Credibility value of 0.325, resulting from…

No obvious typos, and
Some form (some very minimal) method of contact provided.

Example 1: Convert Files

This professional looking product appears to have it all, from features to simplicity. But, the most important thing Convert Files lacks is Credibility.

00_convertfiles_homepage

There is little information of any sort that would allow an individual to trust this product with anything personal or sensitive. Most everything that the site has to say is said on the homepage. There is nothing personal, or otherwise, that exists to convince people that there may not be some ulterior motive.

Form of Contact

Convert Files does get positive credit for having a contact form. Barely.

01_convertfiles_contact

This means of contacting the product’s owner(s) is the most generic, barest minimum of contact forms. I was initially inclined to not count the contact form due to the lack of overall Credibility and utter lack of language used in describing it. This form is so under represented it is a wonder that anyone would even dare enter the minimal information (name, email address, message) required to try to establish a credible conversation.

Slightly Ad-ed

Ads don’t help the Credibility issues here. But, for this product, with this function and layout, the advertisements do not nearly have as damaging an impact on the site’s Credibility as those ads found at Likexo.

02_convertfiles_ads

Tricky "Tabs"

The page layout, too, is very deceptive. Many of the tabs on the top of the page merely link to sections within the page body.

03_convertfiles_tabs

The top navigation of the page follows a very standard user experience design pattern of tabbed page navigation. However, the behavior exhibited is not the expected behavior of tabs. This implementation creates an experience that just doesn’t feel right. And if there were ever a contest for the best example of dishonest design and user interaction, this product’s navigation would be in the running.

This sort of interaction damages a product’s Credibility, if not overtly, then often on a more subconscious level. Those behind this product would benefit from choosing to either present all of the information indicated by the ‘tabs’ on separate pages, or change the interactive design for intra-page navigation.

Should Do

After establishing a (much) more credible experience, Convert Files could make great strides in consumer value by building upon the trust and making individuals comfortable with using this service for ANY file. But, before that value can be found, let’s start with some bios and a more robust means by which to contact this organization.

Quick & Useful

Over the next few weeks I will be exploring and ins-and-outs of Credibility, walking through real-world examples of the Quick-UX evaluation of Credibility

No Credibility
Barely Low Credibility (part 1, 2, 3)
Solidly Low Credibility (part 1, 2)
Average Credibility & Tech News (part 1, 2, 3)
More Average Credibility (part 1, 2)
High Credibility

Update: Renewed Pogby
Update: Likexo

Quick-UX Credibility, In Conclusion

Subscribe now (click here) to make sure you don’t miss any part of this series exploring the Usefulness and Credibility components of Quick-UX, the quick and easy method of generating quantifiable and comparable metrics representing the understanding of the overall User Experience of a product, as well as other insightful posts from The Product Guy.

Enjoy!

Jeremy Horn
The Product Guy

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About Jeremy Horn

Jeremy Horn is an award-winning, product management veteran with thirteen years of experience leading and managing product teams. Jeremy has held various executive and advisory roles, from founder of several start-ups to driving diverse organizations in online services, consumer products, and social media. As founder of The Product Group, he has created the largest product management meetup in the world and hosts the annual awarding of The Best Product Person. Jeremy can currently be found pioneering the next generation of content management and sharing at Viacom, acting as creator and instructor of the 10-week product management course at General Assembly, and mentoring at Women 2.0 and Lean Startup Machine. Follow Jeremy on twitter @theproductguy or his blog at http://tpgblog.com.

14 thoughts on “Skeptical Convert

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