Quick-UX Credibility from Likexo to Etsy

As a brief postscript to the series exploring Quick-UX and Credibility I would like to share a back of napkin sketch that I made at the beginning of the process that helped structure the series; and that I feel would be most instructive.

credibility-napkin-sketch_thumb[3]

This series’ exploration of Credibility has been a long one, but not an undeserving subject. Credibility, and being able to quickly assess it for an online product, is critical in the increasingly complex ‘web of apps.’

Likexo

00_likexo_homepage_thumb[4] 
(before / after)

None / Average
0 / 0.75

No Obvious Typos

no / yes

General Contact Info Provided

no / yes

Telephone Contact Info Provided

no / yes

Physical Address

no

About Us with Team Member Bios

no / yes

Team Member Bios have Direct Contact Information

no / yes

ConvertFiles

00_convertfiles_homepage_thumb[2] 

(Barely) Low
0.325

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

no

About Us with Team Member Bios

no

Team Member Bios have Direct Contact Information

no

IndyBudget

06_indybudget_homepage_thumb[2] 

(Barely) Low
0.325

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

no

About Us with Team Member Bios

no

Team Member Bios have Direct Contact Information

no

ToRSS

04_torss_homepage_thumb[2] 

(Barely) Low
0.325

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

no

About Us with Team Member Bios

no

Team Member Bios have Direct Contact Information

no

Chart.ly

00_chartly_homepage_thumb[2] 

(Solidly) Low
0.325

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

no

About Us with Team Member Bios

no

Team Member Bios have Direct Contact Information

no

Pogby

00_pogby_homepage_thumb[2] 
(before / after)

(Solidly) Low / Average
0.325 / 0.75

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no / yes

Physical Address

no

About Us with Team Member Bios

no / yes

Team Member Bios have Direct Contact Information

no / yes

TechCrunch

00_techcrunch_home_thumb[2] 

Average
0.45

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

no

About Us with Team Member Bios

yes

Team Member Bios have Direct Contact Information

no

Mashable

00_mashable_homepage_thumb[2] 

Average
0.575

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

no

About Us with Team Member Bios

yes

Team Member Bios have Direct Contact Information

yes

GigaOM

00_gigaom_homepage_thumb[2] 

Average
0.625

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

yes

Physical Address

no

About Us with Team Member Bios

yes

Team Member Bios have Direct Contact Information

no

ThumbTack

00_thumbtack_homepage_thumb[2] 

Average
0.75

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

yes

Physical Address

yes

About Us with Team Member Bios

no

Team Member Bios have Direct Contact Information

no

MakingOf

00_makingof_homepage_thumb[2] 

Average
0.45

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

no

About Us with Team Member Bios

yes

Team Member Bios have Direct Contact Information

no

Etsy

00_etsy_homepage_thumb[2] 

High
0.825

No Obvious Typos

yes

General Contact Info Provided

yes

Telephone Contact Info Provided

no

Physical Address

yes

About Us with Team Member Bios

yes

Team Member Bios have Direct Contact Information

yes

Quick-UX Credibility

No Obvious Typos

+0.15

General Contact Info Provided

+0.175

Telephone Contact Info Provided

+0.175

Physical Address

+0.25

About Us with Team Member Bios

+0.125

Team Member Bios have Direct Contact Information

+0.125

Quick & Useful

Quick-UX Credibility is a measure of the starting point, the foundation of a product’s Credibility. How products, and the people behind them, strengthen, or erode, their trustworthiness through their subsequent actions governs the Credibility imparted to the product’s consumers over time, through extended exposure to the product. However, this extended exposure is only achievable after these products have successfully enticed and converted their visitors into returning readers, by way of a comprehensive User Experience, in significant part due to an initial demonstration (or lack) of Credibility.

And until next week, when the exploration and discussion of products, user experience, modular innovation, startups, or perhaps something quite new, enjoy reviewing the products and ensuing discussions of this series, and see you then.

 

Enjoy!

Jeremy Horn
The Product Guy

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Chart.ly Off Course

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 a set of two products that achieved a solidly Low Credibility value of 0.325.

Low Credibility

Each of these 0.325 scored websites leaves an incomplete feeling of Credibility, in-part due to design, marking, color choices, etc. But, overall this set of products with solidly Low Credibility were assessed low values due to a lack of fulfilling some of the most basic, and easiest to achieve, fundamental elements inherent to any quick assessment of a product’s Credibility.

Example 2: Chart.ly

Chart.ly is a "business built on top of a business built on top of Twitter," essentially a "TwitPic for stock market investors."

00_chartly_homepage

The benefits of this business model are in the partially inherited Credibility of all the connected businesses. Another positive can be seen in Chart.ly’s design, which is very much inline with the product that this product connects to and works with, Twitter.

Real People

Chart.ly does have a lot going for it, from the thorough support forum to the links to a couple of the founders’ Twitter accounts.

01_chartly_feedback

It is a boost to its Credibility to see other seemingly real people working with the product, having issues, discussing them, resolving them, etc. The UserVoice forums go far in showing that there is, at least, a real community of people using this product. It would be even better to see, and have easily conveyed to the potential user, information about the real founders and other people behind this product.

There are some well recognized names within the market space standing behind the product. However, it is unfortunate that the product does not actually explain this, or tell anything about these people/companies, anywhere.

02_chartly_people-top

02_chartly_people-bottom

Another mixed positive counting towards the Credibility value of Chart.ly is that on one hand, an email address is provided, but on the other hand it is associated with a completely different domain than that of Chart.ly. This discrepancy will give some users pause before either emailing or making use of the product.

Name and Password, Please

03_chartly_pre-password

03_chartly_password

At the top of the Chart.ly’s homepage the user is prompted to login and provide their username and password. For individuals not independently familiar with the listed twitter accounts or Howard Lindzon or Timothy Sykes, providing such sensitive information to a 3rd-party service is a scary prospect to the typical consumer — most especially within a product that has not previously established its Credibility, its trustworthiness.

Should Do

The professional design goes far in bolstering the case for a credible site, but without the other basic components that constitute Quick-UX’s Credibility value, even more critical in a finance oriented product, the foundation upon which the "trusting" relationship exists is a sparse one, but one that with a little bit of focused effort can be easily solidified.

One such prime example of solidifying the foundation of Credibility can be seen in having what would be commonly referred to within other products as an ‘About Us’ page. Users should not have to work to establish a product’s Credibility. The information (about, contact, corporate headquarters, etc.) should always be within easy reach.

The easier it is for the user to establish the Credibility within the product (verses searching via Google), the quicker the user can simply get to the core value being offered. Those individuals behind this product have very strong biographies and can start enhancing the Credibility of this product by making them more evident and accessible to visitors of Chart.ly.

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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