Oct. 23, 2009 - Developing Online Communities: The Seventh Step

The last step is really the Platinum Rule of everything we do as association managers: Think EASY, think SIMPLE.  

If it’s complicated for the user, she won’t do it.  Period.   

If logging in to the site is difficult, or if there are too many clicks to get to the information, your whole online effort could be toast, as they say.  Our members (and let’s face it, ourselves as well) simply haven’t got time for a learning curve.   So keep asking yourself, how can I make this easier?  More obvious?  Did you leave out the instructions (like “Click HERE to register”)?

Our users expect the simplicity they find on other sites.  For instance, I’m happy when I click on Amazon.com and I am automatically logged in from my home computer with the cheery message, “Welcome, Judith”, followed by “Your order is being shipped today, and here’s a couple of other books you might like to read.” 

Or when e-Bay says, “How would you rate the service you got from the seller?”  or “Did you want to buy something or sell something today, Judith?”

In either case, the greeting is warm and personal and the site anticipates what I want to do and allows me to do it in a click or two.  And that’s the same kind of simple, uncluttered technology that’s needed in our association online communities. 

Ever let a toddler loose in your living room?  Put the knick-knacks in a safe place, and place pillows where the sharp edges are.  Cover the electrical outlets with tape. Then put the baby on the floor and say, “Have fun.” 

Plan carefully, and then get out of the way.