How Addison Circle is Failing at Usability
Submitted by agardina on Mon, 04/19/2010 - 07:13
I work just north of Addison Circle, and it's nice sometimes to go out and walk around and not look at a computer for a few minutes. However, I've found that Addison Circle is a complete failure of usability, especially for first time users. Here's how:
- They have no fro-yo. Okay, fine, that's a personal need. But really - a planned neighborhood like this and you don't have a Yogilicious? But I digress.
- It is nearly impossible to find your way around if you're new to the area or looking for something specific. The apartment complexes are a maze of side roads and alleyways, all probably designed to give the neighborhood a European feel (and if Europe was constructed in 2002, that would work.)
On several occasions, I've been stopped in the streets and asked where one could find a leasing or real estate office. "I have no idea," I respond, and the person walks away, shaking his head. Apologies, sir, but I just work here. I wish I could help.
So what does this have to do with social media, you ask? Everything! A neighborhood fails at usability the same way a company loses a customer on its website or social media pages. Ask yourself:
- Have you ever gotten a phone call from a prospective customer who is frustrated because he or she can't find something?
- You ask people to follow you on Twitter or fan you on Facebook, but is it linked from your website and easy to find?
- Are your voice and content so dissimilar across networks that your customers can't figure out if all accounts are your official presences?
- Do you have levels and sub-levels and sub-sub-levels on your website that your own employees have a hard time navigating?
And, lastly:
- Who are your customers stopping on the "street" to ask questions? Your competitor? A former and disgruntled employee? Someone who doesn't know what they're talking about but will give an answer anyway?
If you're not giving the answers and providing directions, someone will surely step in. And if that someone's not knowledgeable about your company, what kind of answers do you think they'll give?
And sir, I'm sorry. I really don't know where the leasing office is.
Photo: kudumomo
