George Sandoval — Sat, 23 Feb 2008 12:29:19 GMT

I remember similar conversations while at AOL. There is a distinction though regarding what the fold actually means to a user. For instance, when a user is perhaps the most focused on “search” and “filter” actions, the fold truncates the options available on a landing page.

Here useful information is certainly given priority and is placed above. As Ads do contribute greatly in allowing us to provide an experience the process then become a ballet for UI, Product, Project, and Visual Design stakeholders to focus the product so as to provide those “query-related” bits of information clearly as the user approaches the product or site.

However, after users have found the material their looking for, following these paths of interest from the initial page, content is no longer as task-oriented, rather it takes on a new meaning, “juicy” for consumption. In this regard users are not just more likely to scroll but will scroll to take it in fully.

Monitors certainly contribute to what and where assets are placed, however the move has been to look beyond. As we become more mobile and demands for information are greater it then becomes a UX priority to restructure the experience for a more use-, rather than task-oriented approach.

George Sandoval — Mon, 17 Mar 2008 17:22:33 GMT

Hi Andrew thank you for taking the time to write this. Good info.

My background is in Graphic Design and the idea behind drafting personas is very close if not spot on to that of developing a creative brief. We’d often sit around discussing demographics, what made them tick, what were their patterns of behavior that set them apart.

During one project not too long ago I had the pleasure of reading a beautifully written brief which succinctly outlined the target audience. It avoided the usual bullet points and groups outlining instead what was clearly an effort by my client as she visited her audience, the boutiques where her products would eventually be sold, speaking to sales people, and imagining the aspirations of those who would use the product. Specificaly looking into their lives and how her product would fit into their lifestyle boosting their self image.

That one sheet of paper was worth at least four weeks of research allowing me to see clearly through, not into, but through the eyes of her audience.

I wonder if our industry would do well by looking into tradition marketing techniques to define the creative direction of a product. While working for a large internet firm I found information which normally would have been shared in a kickoff meeting – a design studio or ad agency – absent. There weren’t the discussions, process, nor the team environments which help foster creativity. As grids are just becoming popular in the IT environment, it surely would help us to try using the other fundemental concepts behind advertising, information and graphic design.

Thanks again for the article. Very much appreciated!

Boxes and Arrows: Comments by George Sandoval