A commoditized business should focus product innovation on user experience and ease of use
After CNN.com launched their redesign in October (before & after screenshots and analysis here), I found myself without a convenient home for news relevant to my interests and attention span.
Old design = 20 headlines to scan. New design = 72 headlines to scan.
Previously, CNN.com provided a 2-headline synopsis of across 10 categories and at any given time throughout the day, I could visit their homepage and get a quick run-down of all that was going on in the world.
With the latest redesign, this quick run-down became much more time-consuming. And there was no way to tailor the news categories to my preferences. The previous website didn't offer this option either and was less important, but the new design now features 6 headlines across 12 categories.
That's 72 headlines I now have to scan as opposed to the previous 20 headlines. This is a huge increase in content and considerably more "work" to scan.
Google's "news" personalization, simplicity, and path of least resistance wins
I ventured upon news.google.com and found it quite easy to personalize the sections I am interested as well as sort them in the order of importance I want them to be in. This feature in itself was enough to win me over -- the way in which they aggregate news from multiple publications is also a benefit.
CNN.com's one-size-fits-all approach to homepage news doesn't appeal to me anymore. I've abandoned them because I've found an alternate service that meets my needs. What's interesting is CNN provides unique content but this is not enough to win me over because it's too difficult to get the information I desire quickly.
A commoditized business should focus product innovation on user experience and ease of use
"News" as a product is commoditized and is partially why newspapers are on the decline. If the product research or delivery mechanism doesn't cater to the changing needs of consumers or customers, then business will be lost to the competitive set. This concept applies to virtually all business, and not just news websites.
CNN.com offers a beautiful new redesign, but has chosen a path that devalues consumers who share my news-consumption preference. I don't know if this is intentional or not, but through further insight-gathering and subsequent innovation with their website, they would recapture my interest.
Levolor.com gets Internet Retailer’s nod in annual “Hot 100″ list
Last month I was interviewed for information on Levolor.com and its product configurator to be featured as one of the "Hot 100" in Internet Retailer's annual list that is rolled out each December. As a part of the Hot 100, Internet Retailer editors outlined 10 key areas that the collective 100 "hot sites" shared focus on this past year:
There are astute strategies to be found in each of the profiles in this issue. Here are 10 lessons that all e-retailers can take away from the innovations of this year’s Hot 100 online retailers.
1.) Connect with consumers
2.) Go mobile
3.) Be an expert source
4.) Make navigation more useful
5.) Personalize the experience
6.) Make tough purchases easy*
7.) Sell yourself
8.) Create a sense of urgency
9.) Connect site and store
10.) Play the value card
*Levolor.com was highlighted in the "Housewares / home / hardware" category and the feature can be seen here. More specifically, we addressed the #6 lesson above of "make tough purchases easy."
This is the synopsis graphic Internet Retailer publishes for each of the Hot 100 sites outlining things such as technologies and vendors/partners used:
Still fascinated by how easy it is to spend money online
Before the internet, the following scenario could not have existed, and an online business of affiliate dollars and music sales like this was not possible. I still find the ease and convenience fascinating.
1.) While watching the Vikings vs. Packers NFL game this evening, a commercial for HTC's new "You" campaign came on.
2.) Feeling so connected to it, I tweeted about it while on the couch with my laptop.
3.) Prior to tweeting about it, I had to find the video on YouTube to link to it in the tweet. I found it here: http://www.youtube.com/watch?v=K-QhxjJFl7E
4.) In the YouTube comments, I saw the name of the artist that created the song used in the commercial. (It should be noted that I wasn't really looking to buy this song initially.)
5.) I copied & pasted the artist & song name into Google (search results here).
6.) Found the song on Last.fm. Was able to play it directly on Last.fm to verify that it was the correct song. It was.
7.) Clicked the "buy" button on Last.fm. That brought me to Amazon.com for a 1-click purchase.
$0.99 later and after couple minutes of my time, I now have the song.
The above scenario will only get easier.
The above scenario will only get easier and faster with fewer steps to the point of purchase. Convenience is key. If your industry or market hasn't been impacted by this, it will be. There may be technical limitations or generational preferences, but either way, both will catch up, align, and make buying your product as easy as it was for me to buy this song (even for someone not necessarily in the market).
Blog by Eric Long
I'm an experienced online marketer, information architect, digital strategist, and social media enthusiast. I'm passionate about providing outstanding cross-channel experiences for considered purchases (with a focus on mass customization).
About Eric Long
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