Interview in the South Bend Tribune

Interview in the South Bend Tribune / March 25, 2002

Advocate Keeps Web design focused on user

Web site production has evolved into a visitor-focused approach, with “usability” the hot buzzword and owners’ and designers’ desires subordinate to users’ needs. Matt Klawitter, a project manager in Villing & Co.’s Interactive Division, plays the role of user advocate in meetings with advertising directors, designers and clients.

“Within the last two years, that’s (usability) gotten to be a hot topic in the Industry,” says Klawitter, an Indiana University graduate in his fifth year with the company.

“In our region, reaction to major trends usually takes six months to a year to trickle down. The concept of usability has gotten really hot in the past year. This is a fundamental shift. Usability review is as important as any other step. It’s all about the user. For example, a project that includes a web site and several other media is aimed at people older than 55, so Internet navigation needs to be clear and user-friendly.

“If it’s too cumbersome, if we ask too much, we’re going to lose right off the bat,” Klawitter says. “These people are going to get confused, they’re going to get overloaded and probably end up leaving.”

Research reveal whether target audiences want detailed information or brief descriptions, intricate images of quick service. “Sometimes it’s not easy,” he says. “They may want more text. They may want less text. Communication with the visitor, the user, in No. 1. “I work with our account directors who interface with the clients. I work hand in hand with the designers to make sure their layout, their concepts and their visual presentation of the program meets the guidelines.

“I basically represent the interests and needs of the their users as we’ve identified them. I tell them our strategies are based on input from our client and our account managers. I critique it based on usability.” The result, while focused on the user, includes a range of inputs. “The designer may want the site to be pretty,” Klawitter says. “The user may want it to be faster. We find the balance so everyone can be addressed. I’m a user advocate – someone that says, “I appreciate the design, I appreciate the presentation value of it, but I want this.”

“In the early days of the Internet businesses settled for bulletin board style web sites. About seven years ago, when the Internet and the web as we know it began to hit the masses, companies we’re happy when they could present pretty pictures and design work. They were happy if they could get anything online. Designers and developers challenged what they could do – What can we do visually to compel our visitor? People on the web want to have this strong, visual experience. Flash animation and detailed, ornate imagery aimed toward a “Wow” experience when surfers visited a site. Companies found out that they only last for so long. People got sick of seeing corporate introduction movies that talked about logos or canned marketing video. The value is content. I want information. I want content.”

“That really changes this around. The bottom line is users – changing a visitor to a user on your web site. Sometime companies are surprised what their users really want. It’s a win-win. You can only benefit from making the experience better. When the give them what they want, they come back.”