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.
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.
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.
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.
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.
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.
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.
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 …
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