Mint Digital

Click #15

This Click is about the art of creating enjoyable journeys through websites. Check these examples:

1. BustedTees thank you page

Thank you pages are usually dull. This hip made me smile.

2. PledgeBank email confirmation

It is a hassle being forced to enter a username and password. PledgeBank gives you the opportunity not to bother. What joy!

3. Getting Real sign up

This page has one function: to get you to sign up to a mailing list. The copy is over-sized. I got a silly spark of happiness when I entered my name and it was big too.

4. Gmail threaded conversations

This is a lovely way to display an email conversation. Grouping conversations makes them easier to manage. Colour improves the page’s usability.

Why this matters
Offline there is a disconnection. Say you see a cracking advert for a mobile phone network and the next day you have a miserable experience with that firm (maybe you get put on hold for 30 minutes then the line goes dead). Your brain separates out the two. The benefit of the lovely advert isn’t totally obliterated by the terrible service.

Online it is different - the brand message and the customer service are the same thing. The user’s experience becomes a concrete expression of the brand. So creating pleasant interactions will pay dividends.