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 second of two general examples of products with Average Credibility values, from 0.45 – 0.75.
Example 2: ThumbTack
The skimpy homepage of ThumbTack, an online marketplace for local services, does little in contributing to the establishment of this Credible product earning a Quick-UX Credibility value of 0.75.
For whatever paucity of information that is emblematic of the homepage, the movie tour of the product is more than able to compensate.
This product impressively presents a humanly warm and comprehensive Contact page consisting of…
Email contact information,
Telephone contact information, and
Even the often elusive corporate physical address.
When it comes to a web product and Credibility, a basic concept that I keep repeating over and over, is presenting an accurate sense of the "real." Show that there are real people behind the product, that there is a real place that these people go to work. ThumbTack gives no sense of the real people behind it, within it, etc. While there is a lot of talk about being "happy to answer your questions," via a broad range of communication channels, there is no establishment anywhere throughout this product as to who exactly this "us" really is.
On yet another product in this series we can see an ‘About’ page that does very well in explaining the product, one part of the multi-part user expectation when ‘About’ is presented.
This product would greatly benefit from expanding the ‘About’ page to also include the ‘Us’ components of…
Team member names,
Member bios, and
Team member contact information.
While not directly impacting the Quick-UX Credibility value, there are aesthetic qualities of the homepage that could be tweaked to advance a more Credible User Experience. For example, moving the movie tour to the homepage would better establish and convey, within the new visitor’s first instant, upon arrival, the answers to the product’s how’s and what’s and why’s, and be a stronger element in laying the groundwork for a believable product.
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…
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.
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