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12 September 2013
Simplicity & Focus:
Creating a Website that Offers Just Enough Choice
Webinar
Agenda
• Why choose choice?
• Science! Oh no.
• Decisions in the wild
• Decisions on the web
• Why this matters
CHOICEWHY
CHOICE?
Hot Topics!
• Responsive design
• The Readable Web
• Single Page Design
• Personalization
• Flat Design
• Social Media
• SEO
• Choice?
Choice:
The foundation of the web
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
We’ve come a long way.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Why don’t you just tell me
where you’d like to go?
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Let’s meet in the middle.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
The right options
at the right time.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Don’t we like options?
SCIENCE
The Paradox of Choice
• Choice is great…
• Except when we have too many
options, then…
• We stress
• We get confused
• We overthink
• We’re never happy with our final
decision
The
Grocery
Store
Experiment
The Grocery Store Experiment
• Sample table at a grocery store offering exotic jams
• Group A = 6 varieties
• Group B = 24 varieties
• More people were attracted to…
• However…
Group B
3% of participants made a purchase in group B
30% of participants made a purchase in group A
More bad news for options.
Hick’s Law
Hick’s Law…Less sciencey
• The more options we have, the longer it takes to process
all of the options
• On the web, this means we slow people down when we
give them too many options
In other words…
decisions are hard…
but we do need choice.
Choice is Good for Many Reasons
• Without choice we feel trapped. Choice gives us a sense
of freedom.
• Choice acts as signal.
– Williams Sonoma - $279 Bread maker that wouldn’t sell… until
they released a $429 model
• Sometimes we just like options, but they have to
presented properly.
Decisions in the wild
DECISIONS
IN THE WILD
Strategies for Presenting Options
• We make 100s of decisions every day.
• Many of us have decision fatigue.
• Some smart companies have figured out ways to make
our decisions a little easier and they’ve done pretty well.
• Let’s look at some strategies…
Reduced Options
It’s time
for a new
phone.
Devices Running Android or iOS
V
Satisfaction with Phone Purchase
Everyone’s
favorite
decision...
What’s for
dinner?
Raising Cane’s
Maybe We Don’t Like Options?
What if your business is built
on options?
Concealed Options
Starbucks
• 87,000+ espresso drink
combinations
– ~30 menu options
• Fewer at the drive-
through
• Sometimes you can
assume your customers
will know you offer
something
Progressive Decisions
Chipotle
• 65,000+ combinations
• Fewer small decisions
• All options are presented,
but presented in small
chunks
Guidance
IKEA: 1000s of Products, One Way Out
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Strategies for Making Decisions Easier
• Reduction. Doing a few things really well.
• Concealment. Options available, but not all are
presented.
• Progress. Breaking down decision into digestible pieces.
• Guidance. Providing paths decision making.
Decisions on the web
DECISIONS
ON THE WEB
Types of Decisions on the Web
• Which site should I visit? (Last webinar)
• I’m here. Now where should I go?
• How should I get there?
• When I’m there, where should I focus?
• When I’m done, where should I go next?
Which Site Should I Visit?
• Before the site visit, a lot of decisions happens
– Do I go with a firm I know, or search for someone new?
– Do I search for the firm by name, lawyer name, something else?
– Do I go directly to the site?
– If I search, which result do I pick?
53% of all clicks
15%
9%
6%
4%
I’m Here. Now What?
• If your visitor lands on your homepage, or another landing
page, they need to decide where to go.
Streamlined options
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Personalized
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
What
about
legal?
A really bad, made up
example
Caveats
• I am not a designer.
• None of these examples are taken directly from real law
firms.
• The solutions suggested work for my made up scenario,
but there’s no one size fits all solution. If there was, I
wouldn’t have a job. 
• Even if your site does all of the things in my bad example,
we can still be friends.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Navigation
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Making It Better
• Hick’s law. By providing too many options, the navigation
slows the visitor down.
• Reduce / Focus. Fewer options will actually make it
easier to find the right option and make the visitor more
confident in their decision.
• Progressive decisions. Think like Chipotle. Combine
navigation into a few smaller decisions – don’t list every
possible combination.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Services
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Making It Better
• Paradox of choice. Most firms list all services because
they don’t want someone to think they can’t handle
something. But this can actually lead to confusion about
what you can actually do.
• Conceal. You don’t have to show everything at once, but
show what you think might be important to me.
• Conceal. If I already know something about the firm,
which most visitors will, I probably already know you have
the capability and can find it through search.
• Progressive decisions. Think like Chipotle. Break this
decision into smaller chunks.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
How Should I Get There?
• Sometimes having alternate navigation paths is okay, but
sometimes this can feel like work for your visitors.
• Occasionally, sites offer a handful of options for reaching
the same goal – or a single tool that offers many different
options.
Complex search forms
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Search first, filter later
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
What
about
legal?
People Search
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Everyone’s Doing It
• The average AM Law 100 website has 9 ways to search
for a person!
• Some of these tools include more than 200 options in a
single drop-down (particularly schools)
• Some usability experts recommend not using a drop-
down for lists that include any more than 15 options
More Bad News
• We live in a multi-device world. Drop-down lists with large
numbers of options are often difficult to use, and
sometimes completely unusable, on mobile devices.
• Including unnecessary options is directly counter to the
mobile experience we generally want – fast load times
and easy interactions.
Making It Better
• Option overload. Too many options to easily decide
which option is the correct option.
• Hick’s law. Search feels clunky and unusable because it
takes too long to use the filters.
• Filtering the unseen. All of the drop-downs are really
filters. Showing them before there’s anything to filter
means we are almost always showing options that are
completely irrelevant.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
The Where to Look Decision
• Once you find some content, you are often presented
with too many distractions. Focus your user on the
content you want them to see. Everything else will
distract from your goals.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
What
about
legal?
Publications
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Making It Better
• Conceal. In this scenario, visitors are distracted and often
either ignore the content you want them to see, or
completely skip over the related / ancillary content.
– Conceal the related content until the main content has been
digested.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Where Should I Go Next?
• After a visitor reaches the end of a story, bio or other
page, they are often left to their own devices to
determine where to go next.
• Some sites handle this better than others by providing
clear guidance.
Remember IKEA?
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
What
about
legal?
Publications
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
Making It Better
• Guidance. This design has a number of things that I could
do next, but no clear guidance as to which is the next
most logical step. Think like Ikea and adopt an “Exit
through the gift shop” mentality for all of your content.
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice
DOES IT MATTER?
Business Decisions
Business Decisions are Even Harder
• No one ever got fired for going to lunch at Raising Cane’s
• The greater the impact of the decision, the greater the
need for research and evaluation
• We pay more attention to the differences in details
amongst our options
• These decisions are just hard.
Where does your website fit
into this?
Make Your Website the Easiest Part
• One North’s 2012 General Counsel Survey reveals that
many GCs review a firm’s website one or two times per
month during the credentialing process (decision making)
• The most important features of a website for respondents
of the survey were clear and usable navigation (34%) and
relevant and valuable content (31%)
• Make your website the easiest part of the decision
process
• Set the standard for ease of working with your firm
Key Takeaways
• Too many options slow down the decision process, which
on the web means your site feels difficult to use.
• To make your site feel faster and more user focused,
provide the right options at the right time in the right
place to the right person.
• Remember:
– Reduction.
– Concealment.
– Progress.
– Guidance.
Where to Go Next
• Read the Paradox of Choice
• Review your website looking for option overload
• Watch our last webinar: Transparency in SEO
• Read the One North blog
– Keeping Up with ‘The Times’ – Readability’s Future on the Web
– Spring Cleaning: 6 Ways to Clean Up Your Site
Question & Answer

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#1NWebinar - Simplicity & Focus: Creating a Website that Offers Just Enough Choice

  • 1. 12 September 2013 Simplicity & Focus: Creating a Website that Offers Just Enough Choice Webinar
  • 2. Agenda • Why choose choice? • Science! Oh no. • Decisions in the wild • Decisions on the web • Why this matters
  • 4. Hot Topics! • Responsive design • The Readable Web • Single Page Design • Personalization • Flat Design • Social Media • SEO • Choice?
  • 7. We’ve come a long way.
  • 9. Why don’t you just tell me where you’d like to go?
  • 11. Let’s meet in the middle.
  • 13. The right options at the right time.
  • 15. Don’t we like options?
  • 17. The Paradox of Choice • Choice is great… • Except when we have too many options, then… • We stress • We get confused • We overthink • We’re never happy with our final decision
  • 19. The Grocery Store Experiment • Sample table at a grocery store offering exotic jams • Group A = 6 varieties • Group B = 24 varieties • More people were attracted to… • However… Group B 3% of participants made a purchase in group B 30% of participants made a purchase in group A
  • 20. More bad news for options.
  • 22. Hick’s Law…Less sciencey • The more options we have, the longer it takes to process all of the options • On the web, this means we slow people down when we give them too many options
  • 24. but we do need choice.
  • 25. Choice is Good for Many Reasons • Without choice we feel trapped. Choice gives us a sense of freedom. • Choice acts as signal. – Williams Sonoma - $279 Bread maker that wouldn’t sell… until they released a $429 model • Sometimes we just like options, but they have to presented properly.
  • 26. Decisions in the wild DECISIONS IN THE WILD
  • 27. Strategies for Presenting Options • We make 100s of decisions every day. • Many of us have decision fatigue. • Some smart companies have figured out ways to make our decisions a little easier and they’ve done pretty well. • Let’s look at some strategies…
  • 29. It’s time for a new phone.
  • 34. Maybe We Don’t Like Options?
  • 35. What if your business is built on options?
  • 37. Starbucks • 87,000+ espresso drink combinations – ~30 menu options • Fewer at the drive- through • Sometimes you can assume your customers will know you offer something
  • 39. Chipotle • 65,000+ combinations • Fewer small decisions • All options are presented, but presented in small chunks
  • 41. IKEA: 1000s of Products, One Way Out
  • 43. Strategies for Making Decisions Easier • Reduction. Doing a few things really well. • Concealment. Options available, but not all are presented. • Progress. Breaking down decision into digestible pieces. • Guidance. Providing paths decision making.
  • 44. Decisions on the web DECISIONS ON THE WEB
  • 45. Types of Decisions on the Web • Which site should I visit? (Last webinar) • I’m here. Now where should I go? • How should I get there? • When I’m there, where should I focus? • When I’m done, where should I go next?
  • 46. Which Site Should I Visit? • Before the site visit, a lot of decisions happens – Do I go with a firm I know, or search for someone new? – Do I search for the firm by name, lawyer name, something else? – Do I go directly to the site? – If I search, which result do I pick?
  • 47. 53% of all clicks 15% 9% 6% 4%
  • 48. I’m Here. Now What? • If your visitor lands on your homepage, or another landing page, they need to decide where to go.
  • 56. A really bad, made up example
  • 57. Caveats • I am not a designer. • None of these examples are taken directly from real law firms. • The solutions suggested work for my made up scenario, but there’s no one size fits all solution. If there was, I wouldn’t have a job.  • Even if your site does all of the things in my bad example, we can still be friends.
  • 61. Making It Better • Hick’s law. By providing too many options, the navigation slows the visitor down. • Reduce / Focus. Fewer options will actually make it easier to find the right option and make the visitor more confident in their decision. • Progressive decisions. Think like Chipotle. Combine navigation into a few smaller decisions – don’t list every possible combination.
  • 65. Making It Better • Paradox of choice. Most firms list all services because they don’t want someone to think they can’t handle something. But this can actually lead to confusion about what you can actually do. • Conceal. You don’t have to show everything at once, but show what you think might be important to me. • Conceal. If I already know something about the firm, which most visitors will, I probably already know you have the capability and can find it through search. • Progressive decisions. Think like Chipotle. Break this decision into smaller chunks.
  • 67. How Should I Get There? • Sometimes having alternate navigation paths is okay, but sometimes this can feel like work for your visitors. • Occasionally, sites offer a handful of options for reaching the same goal – or a single tool that offers many different options.
  • 80. Everyone’s Doing It • The average AM Law 100 website has 9 ways to search for a person! • Some of these tools include more than 200 options in a single drop-down (particularly schools) • Some usability experts recommend not using a drop- down for lists that include any more than 15 options
  • 81. More Bad News • We live in a multi-device world. Drop-down lists with large numbers of options are often difficult to use, and sometimes completely unusable, on mobile devices. • Including unnecessary options is directly counter to the mobile experience we generally want – fast load times and easy interactions.
  • 82. Making It Better • Option overload. Too many options to easily decide which option is the correct option. • Hick’s law. Search feels clunky and unusable because it takes too long to use the filters. • Filtering the unseen. All of the drop-downs are really filters. Showing them before there’s anything to filter means we are almost always showing options that are completely irrelevant.
  • 85. The Where to Look Decision • Once you find some content, you are often presented with too many distractions. Focus your user on the content you want them to see. Everything else will distract from your goals.
  • 95. Making It Better • Conceal. In this scenario, visitors are distracted and often either ignore the content you want them to see, or completely skip over the related / ancillary content. – Conceal the related content until the main content has been digested.
  • 98. Where Should I Go Next? • After a visitor reaches the end of a story, bio or other page, they are often left to their own devices to determine where to go next. • Some sites handle this better than others by providing clear guidance.
  • 106. Making It Better • Guidance. This design has a number of things that I could do next, but no clear guidance as to which is the next most logical step. Think like Ikea and adopt an “Exit through the gift shop” mentality for all of your content.
  • 111. Business Decisions are Even Harder • No one ever got fired for going to lunch at Raising Cane’s • The greater the impact of the decision, the greater the need for research and evaluation • We pay more attention to the differences in details amongst our options • These decisions are just hard.
  • 112. Where does your website fit into this?
  • 113. Make Your Website the Easiest Part • One North’s 2012 General Counsel Survey reveals that many GCs review a firm’s website one or two times per month during the credentialing process (decision making) • The most important features of a website for respondents of the survey were clear and usable navigation (34%) and relevant and valuable content (31%) • Make your website the easiest part of the decision process • Set the standard for ease of working with your firm
  • 114. Key Takeaways • Too many options slow down the decision process, which on the web means your site feels difficult to use. • To make your site feel faster and more user focused, provide the right options at the right time in the right place to the right person. • Remember: – Reduction. – Concealment. – Progress. – Guidance.
  • 115. Where to Go Next • Read the Paradox of Choice • Review your website looking for option overload • Watch our last webinar: Transparency in SEO • Read the One North blog – Keeping Up with ‘The Times’ – Readability’s Future on the Web – Spring Cleaning: 6 Ways to Clean Up Your Site