With that in mind, it’s amazing to see websites and applications that ignore some of the most fundamental guidelines of user interface design and user interaction. Here are several of those guidelines and a little detail on why each is so important to creating a effective user interface.

1. Not Anticipating and Addressing Your User’s Needs
   This is the big one. Know who your users are, what they want, and give them all the necessary means to find what they want. And make it easy for them to accomplish finding it. Proper research, planning, testing, and ongoing metrics reviews are all vital to ensuring their needs are being met. If their needs evolve, be flexible enough to evolve with them. A website or piece of software is a living, breathing thing. It’s never finished. It can always be revised or expanded based on the needs of your users.
2. Lack of Consistency
   When your brother, sister, mother, aunt, or next-door neighbor visit a website or use the latest Microsoft Office software, they expect to find elements and behaviors that are largely consistent with what they’ve grown accustomed to in previous experiences. Very high-level stuff, such as clicking the back button in the browser sends me back one page, or pressing CTRL-S will save my document, or even clicking the logo in the upper left to go back to the homepage.  They also are expecting consistency among interface elements, such as arrows, icons, and menus, both in appearance and in behavior. If a set of links at the top of the page all look the same, they should all behave in a similar, expected fashion, such as by sending the user to another page on the website. Inconsistency also plays a big role. If an icon or link performs a different function than its neighbors, it should appear different.
3. Neglecting User Efficiency
   In addition to providing users with what they want, and a means to find it, they should be able to quickly and efficiently use your product. And not only once, but on multiple occasions. It’s also important that the behind-the-scenes workings of the website or application perform quickly, but not at the expense of allowing the user to accomplish tasks quickly. Consider Bruce Tognazzini’s “Heating Water in a Microwave” example:

   …which of the following takes less time? Heating water in a microwave for one minute and ten seconds or heating it for one minute and eleven seconds?

   From the standpoint of the microwave, one minute and ten seconds is the obviously correct answer. From the standpoint of the user of the microwave, one minute and eleven seconds is faster. Why? Because in the first case, the user must press the one key twice, then visually locate the zero key, move the finger into place over it, and press it once. In the second case, the user just presses the same key–the one key–three times. It typically takes more than one second to acquire the zero key. Hence, the water is heated faster when it is “cooked” longer.

4. Low Scanability
   Falling out of User Efficiency is scanability, and to some extent, readability.  Make it easy for someone to quickly scan through the contents of your site to find what they’re looking for. Group similar interface elements together and with adequate distance from elements that might control different things. Also, copy-heavy web pages or instructions are often too much for people who just want to find what they’re looking for and get out. Pull out key phrases, make a table of contents, use ordered or unordered lists, and reduce copy to short paragraphs of just the bear essentials where you can.
5. Not Using Real-World Language
   Often times, you’ll encounter an error or instructions for a step in some process and find it’s full of technical jargon. Usually because that kind of content is written by web developers or software developers who think and speak in code all day long. Use language that’s understandable to a layperson. Tell them what’s wrong, and what they should do to fix it. Ideally, your website or software should work without error. But in the event there are errors, correcting them should be as painless as possible.

As I mentioned, this is just a sampling of mistakes often found in interface design and overall interaction design. There are dozens of additional guidelines from usability experts, such as Jakob Nielson, Bruce Tognazzini, Jesse James Garrett, and Jared Spool to name a few, who do an excellent job of examining the core elements of effective interface design on a daily basis.

— Scott Wolf

We at Martino Flynn realize that we have been blessed in many ways. So, for this holiday season we have built a special web site that will challenge the mind, nourish the body, and elevate the spirit. We call it a Holistic Holiday; a place where you can test your holiday knowledge, share a favorite recipe, and help a worthy cause.

Please visit our site at http://holiday.martinoflynn.com and pass this link along to your friends and families. We decided that one way to put our holiday spirit into action this year would be to support three special not-for-profit organizations that mean a great deal to us. The “Spirit” section of the site explains how we will contribute to these organizations, and encourages you to support them as well.

On behalf of my partners—Chris and Kevin Flynn—and everyone in the Martino Flynn family, I wish you the happiest of holidays and a healthy and prosperous New Year.

— Ray Martino

For eight seasons, they led the majors in victories, payroll and drama.
They built a ballpark, created a network and expanded their brand around the globe.
But they did not win the World Series.

By Game 6, the team was surely hungry for an achievement so delicious, so meaningful, that each Yankee had made the decision in his mind to play his part as best as he ever could—doing whatever it took to make the incredible happen and turn the dream into reality. For instance, Hideki Matsui’s deliberate nature coupled with his intense focus at the plate drove in six of the first seven runs for the Bronx Bombers.

Often, achieving a goal is a collective, collaborative team effort that involves several moving parts, and that’s where timing comes into play. The best examples of timing in baseball are when to change pitchers and when to use them in the starting rotation. Not once during the 162-game regular season had Joe Girardi called upon Mariano Rivera to pitch a two-inning save. He was merely waiting for the right time. He knew the Yankees would likely make the playoffs, and didn’t want to burn out the arm of a pitcher who will turn 40 in three weeks. In the World Series, he summoned his legendary closer in the eighth inning of Game 2, and again in the decisive sixth game. He was rewarded with two victories and the Yankees’ record 27th world championship.

Companies, too, may not realize that timing is in their favor to take that step into the social media world. Chris Brogan, crème de la crème in this arena, will be making a special appearance in Rochester on Wednesday, November 11. He will be among the all-star roster of speakers at Social Media Today—a momentous conference for upstate New York that will foster discussions with marketing professionals, senior executives, and business owners about the business applications of social media. Our very own Kevin Flynn will speak about social media branding, among other topics that will be covered. Another special guest from Martino Flynn will also join a panel session on corporate blogging.

If you’re passionate about growing and improving your business, now is the time to come and discover how you can with social media. The fast approaching New Year is time for making resolutions and decisions, including those about how you want to expand your communications strategies to achieve your marketing dreams.

More than ever before, the time is now. Carpe diem!

- Sharon Harper

I ended up having one of the most amazing dinners that I have ever had. But what made it memorable was the level of customer service that we received. This is one of the most important aspects that businesses often ignore, creating an experience.

Consumers are looking for an experience. Not only did I have a great meal, but I also had a great dining experience. Look at your company; do your marketing efforts, products, services, and establishment create an experience? If you don’t understand what I am asking, check out this video from Joseph Pine on mass customization and the value of creating an experience (If you don’t have a lot of time, skip to 12:10).

At Martino Flynn, we try to make your time with us an enjoyable experience. From meeting in the playroom to hitting some golf balls off of our patio, we aim to provide a fun, creative, yet intellectually stimulating event. I want my new business prospects to walk out saying, “Wow, that was a great meeting, but the experience was even better.”

How has your company or business created an experience for your consumers? What was the best experience you have had with a business in the past?

-Miguel Llano

@MiguelALlano

It struck me as a great example of a key principle that we encourage here at Martino Flynn: collaboration. Outlined in our employee “brofesto” (a brochure/manifesto), we encourage colleagues to “Be collaborative. Because great ideas build on one another.” It discusses the value of enjoying a little good-natured give and take. To walk down the hall, slide something in front of somebody and say: “What do you think?”

Our “brofesto” also explains that collaboration should not be limited to just people within your own department or even our agency. Collaboration should extend to business partners and, most importantly, our clients. With the dramatic changes and new technologies emerging for marketers these days, collaboration is no longer just a nice idea, it is becoming a necessity in order to be successful. Bringing together different perspectives, a variety of skill sets, and unique experiences results in more effective and dramatically better work. Ultimately, it reinforces our belief that all of us together are smarter than any one of us alone.

So the next time you’re looking for that next big idea, or breakthrough strategy, look outside your own silo. Talk to someone you may not have considered consulting with in the past.  Because you never know what different perspectives coming together might produce—just ask your dentist.

–Tim Downs

My glib answer (not the one I used in the interview) is usually, “I take credit for other people’s work,”  which is fairly accurate due to the fact that the Creative Director is rarely the one who actually designs, writes, or produces the final piece of creative.  My more politically correct, business-like response is usually more along the lines of: “I manage, guide, and try to inspire great work among the creative team.”  Or, depending on the situation, I might focus on a Creative Director’s responsibility to provide “strategic thinking and creative solutions to our clients’ marketing objectives.”

The fact of the matter is that the most accurate answer lies somewhere in a mix of all three. I have been fortunate enough to hold the title of Creative Director (CD) at three different firms throughout my 25+ year career.  And I have had the opportunity to work under and with some very talented creative minds.  From my experience and observations, there is no one job description or set style for being a Creative Director. In fact, I find that the role evolves as the individual’s skill sets evolve.

There are some CDs who are brilliant at executing the work; with the innate ability to almost single-handedly produce award-winning materials. Sometimes, but not always, these CDs also have the ability to inspire and maximize those same traits in the people they supervise.  There are others who are more adept at immersing themselves in their clients’ businesses, analyzing their marketing needs, and providing direction to a compelling creative strategy or solution. (This usually involves sitting in a lot of meetings and interacting with clients in a manner that instills their trust.)  Finally, there are those whose talents are more honed to talking about the work; with the ability to charm, persuade, and convince a client that the creative executions being proposed will solve all their marketing woes. This does not exclude the occasional emotional outburst, even if it is sometimes only for theatrical affect.

All three types have inherent value to both the client and the agency for which they work.  And, perhaps the best CDs bring the qualities of all three to their job function. At the end of the day, it doesn’t make answering the question, “What does a Creative Director do?” any easier. But it is one I enjoy pondering now and then.

— Tim Downs

So here are a couple more mistakes to avoid in order to keep your brand alive and well:

3) Relying on the same old strategies/tactics
Even in times of bull markets and increasing household incomes, communications strategies and tactics that worked before are not always guaranteed to work again. In the past, brands were often accepted on faith because they had been around forever. Now, with the help of the Internet and social media, consumers are searching for coupons, reading product reviews, and trusting strangers’ opinions more than ever.

Particularly in times of economic recession, brand managers need to reach out to customers and prospects in new ways that demonstrate empathy with messaging and offers that share the consumers’ perspectives. Consumers want to know you not only understand their predicament but have also responded. They need justification for their purchases. Now that doesn’t mean you have to go out and completely reposition your brand. As a matter of fact, consumers look for reliability and consistency more than ever in a brand promise. Understanding the mindset of your recession-impacted customer can help brand managers truly learn about the issues that matter most and, then, tailor their brand to address those issues. Using social media to glean those opinions and insights will help direct your strategy and show your responsiveness. And that’s a perfect segue to why you shouldn’t cut your research budget.

4) Not using research to keep your brand relevant in today’s market
Our customers’ expectations have changed. Research is a must for all brands, especially during hard times like a recession where constant innovation and customer insight is required to adapt to new consumer demands. And boy, are they more demanding, expecting more for less. Conducting research pertaining to the dominance of your brand in its market can shed some serious light on its strengths and weaknesses. By knowing what the loyalty factors are to prevent attrition or to ensure repeat purchase will help your company or product to stay ahead of the curve and make informed decisions—no matter what the stressors of the economy or competitors may bring.

- Julie Wegman

The reason this issue is currently top-of-mind for me is due to recent comments made by Steve Ballmer, Microsoft’s chief executive, at this year’s Cannes Ad Festival. You don’t need a crystal ball to speculate on the future of some of our most beloved advertising media. As Mr. Ballmer says: “All content consumed will be digital; we can only debate if that may be in one, two, five, or 10 years.” Thus, he eliminates the need for traditional newspapers, magazines and broadcast programs.

While that may be true, I will continue to be an advocate for the use of traditional media as part of an integrated brand strategy. Traditional mass media can be a great way to steer consumers to a richer online experience. The power of a well-crafted print ad or TV spot to pique interest and drive online inquiries for further interaction with your brand is still some pretty powerful stuff. So, while change may be inevitable, don’t toss that traditional media out like a dirty diaper—yet.

— Tim Downs

All of this is going on while your intern is running around the office with a camcorder taping anything that moves in an effort to populate your YouTube channel. Good move? More like a big mistake, unless you have a strategic social media plan in place that confirms that all of this activity makes sense. The social media options that are out there are completely overwhelming and there’s an inclination to feel that you have to participate in everything. Developing a comprehensive strategic social media plan requires a holistic approach that integrates social media into your organization’s current traditional marketing strategies. It is an effort that requires a sustainable plan driven by measurable objectives.

The first step in assisting in the development of a strategic plan is to engage in active listening. This will help you to understand the current mindset and perceptions of your employees, customers, competitors, and prospects regarding your brand and your industry, as well as where these conversations are taking place online. When you combine your current traditional marketing strategy with a social media initiative, active listening will assist in providing the strategic roadmap for your company’s success.

A solid strategic plan will place you in the conversations utilizing tactics and applications that make sense and will position you and your brand in a good light.

— John Marianetti

And to prove that, watch this video I shot at the 26,000 foot High Camp on Everest during my first attempt in 2002. I definitely wasn’t laughing then, I was fighting a losing battle to hold back the tears.

I had been on the mountain for almost 9 weeks and I knew that I was going to fail in my attempt to reach the summit. My teammates we’re all making the top on a perfect day. If you listen carefully, you can overhear some radio communications where our expedition leader is urging my friend and teammate, Ted Wheeler, to get himself down. They were worried about his safety. (He would later return without incident.)

In any event, this “world-class mountaineer” was crying like Nancy Kerrigan while wallowing in self-pity. Check it out. It’s only about two minutes long and you have to listen carefully because there’s a fair amount of radio chatter going on.

So what’s the lesson? I guess it’s OK to be disappointed when you work so hard for something and don’t get it. There can be a silver lining to failure—if you learn from it. I would go back to Everest two years later and get to the top. But I believe my experience gained from my initial failure helped get me to summit. (You can learn more about my trips to Everest from my book, “Mount Everest: Confessions of an Amateur Peak Bagger, available from amazon.com. Or visit everestconfessions.com for even more information.)

Most of us have been through economic downturns and challenges before. And hopefully, we’ve learned something in the process. This is no time to abandon the climb. We’ll continue to advise our clients that this may be an opportunity to emerge stronger.

- Kevin Flynn