While conducting user research I often hear from people that “I don’t know what I’m looking for but I’ll know when I see it”.
Buying holidays is hard. People want to be inspired. Often we go to the same destinations again and again because we just don’t know what type of holiday we will have in Estonia or Turkey.
Travel sites often don’t help because the first thing they ask is ‘where do you want to go’. We often have no idea but we know what type of experience we want to have when we get there.
This site from BA acknowledges this behaviour (which in itself is smart strategic thinking) and allows you to browse by photos that represent the experience you are looking for.
This ultimately is translated into a destination list.
I seem to post a lot on here these days about personas and photography.
I hope this is indicative of people paying photos more attention and creating better photos to accompany their UX deliverables.
This latest example by Jason Traviscaught my eye because the objects beneath the people help to tell us a bit more about that person. Perhaps this was for a bag design project?
What would be cool are persona photos that demonstrate key behaviours in some way.
I’m going to have a think about that for my next persona project.
MailChimp have posted a really interesting article that tells the story of how their new personas came to be.
I like their idea of getting large portrait photos of their personas framed and hung in their office.
In the article Gregg describes the value of this…
"…so we could better empathize with them, and in turn design for and delight them.."
Yet another nice example of how photos can be used effectively within the user centred design process.
I think this is indicative of how important the photos are on category pages to allow customers to scan for products they might be interested in.
DITTO glasses lets you to take a photo of yourself with your webcam so you can see if you like the look of their glasses.
It’s a nice application of technology that fulfils a fundamental user need.
Clearly it’s cheaper to buy glasses online but there is the obvious hurdle of picking the ones you like.
I haven’t seen many sites that do this but can imagine this approach being taken for other fashion and clothing sites.
And no, I didn’t buy any glasses!
I’ve recently published an article over at UXMagazine that shows you how to use my new photo usability checklist.
In the article I show you how to use the checklist to evaluate the effectiveness and usability of photos from a hotel website.
The checklist has been designed to be used to evaluate photos (in an expert review situation) and also to help people to determine their own photo requirements.
I launched the checklist in my “Usability of web photos' eBook and article represents the first public demo of how to use it.