A few years ago it struck me that you can have the most usable and most attractive website on Earth and it could also be the most useless marketing tool ever created. Not that any of the sites that I designed ever had that problem!
But I did become very aware of the problem with websites that too often reflected the way an organization wished to be seen by the public with very little attention to the primary business objectives of the site. A site that is easy-to-use while offering a meaningful and emotionally compelling experience is still short of the whole package until it includes the piece that makes users take a specific action or follow a certain path. I came up with a new type of offering a consultancy could provide for clients.
I called it Motivatability.
Calibrating your digital experience to maximize business objectives
Removing potential motivational barriers and obstacles from your site
- Maximizing your user's emotional engagement