Paying the price
The enterprising people at Nokia have set up a $5 dollar comparison website. This interesting site allows you to see pictures that have been uploaded by people around the world showing (you guessed it) things that cost $5. The website aims to explore the relative value of $5 and is asking people to upload their own images. Nokia admit that the amount is an arbitrary one but are most interested in exploring how low cost communication can be brought to the masses (3.3 Billion) still without mobile communication. Being able to tap into this considerable market would be very profitable for whoever gets there first.
It is an interesting concept in these frugal times, but is it one that is going to provide an insight into how to break into this untapped market? I am not convinced. I think it is a novel way to while away 5 or 10 minutes but that’s really as far as it goes. The most interesting thing about the site is what it highlights – the value of 5 dollars around the world. But of course communicating value it is not always as simple as displaying a picture of what it’s worth. Others have tried to highlight value in different ways, Boden for example have a formula that purports to measure the value of their clothes: value = price (£) / times worn.
However, highlighting the value in what we do as an industry is a different story. Companies do not always realise that investing in usability or the user experience can reap huge rewards. But I think, to be fair, a lot of companies are coming around to this way of thinking. However, with all the belt tightening and credit crunching that is going on at the moment, some have opted to try and save by cutting spending on evaluations. This could well be to their detriment as more prudent companies recognise that now more than ever is no time for cutting corners when you are trying to get an edge in a competitive market.
There are a number of ways to stay ahead of the game – analytics can help you measure success and failure and point to areas that cause users to drop off, not to mention understanding who is visiting your site and why. If this is carried out both pre and post user testing, its real value is clear. By combining analytics with user testing or an expert review you can get a more holistic view of your online offering. For cross-channel insight you can think about throwing emotional research into the mix. If your belt tightening is starting to make you feel the pinch maybe it is time to consider some of the above!