Your new website is a responsive work of art. The interface is perfect and, like Homer Simpson’s belly, your site expands and contracts to your screen size. But the analytics are not showing the traffic flow you wanted and mobile bounces are higher than a rubber cheque in a 1950s pulp novel.

Now’s the time to talk to Ian Everdell, the Sam Spade of user experience. A web design and UX detective, Everdell says many sites are not built from a customer’s perspective. No one asks about their behaviour or what they want.

Organizations need to create desire paths and easy to navigate shortcuts. That is the difference between going somewhere in three clicks versus one, similar to what our minds want when we cut across a lawn rather than going around it.

Living in a mobile-first world, organizations need to shift their strategy and begin with mobile and scale up. Start with the essentials, those elements your site must have and then build to the desktop.

In this short video, Everdell takes us through his modus operandi to understand what attracts our eyes.

Once you hear what he says, you’ll never look at your beloved website the same and you’ll want to remake it in your customer’s image.


Want to learn more about multimedia storytelling? Download the free ebook. 

A user experience consultant focused on creating positive online experiences, Ian Everdell believes you’re creating an experience whether you think about it or not. Find him on Twitter @ianeverdell.


About Martin Waxman

Waxman is a social media, content marketing and communications strategist. He conducts social media training and workshops and teaches digital strategy at University of Toronto. He is President of Martin Waxman Communications and one of the hosts of the Inside PR podcast. Waxman is a member of the South by Southwest Interactive Advisory Board and serves as chair-elect of PRSA Counselors Academy. Find him on Twitter @martinwaxman

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