Where is the Download Button? The Importance of Good User Interface on Transactional Websites

Problem Statement

Learn how to improve usability on a transactional website, with sound application design processes to increase user engagement and interactivity, satisfaction, and rate of return.

On a recent episode of the HBO hit comedy series, Silicon Valley, Richard, the CEO of a small start-up called Pied Piper makes a decision to release V1 of his much-lauded compression software to the public. Upon immediate release, the number of downloads quickly increases to over 1M users. Spoiler alert… though the software application is far better than anything else on the market, the rate of return users is shockingly 20%.  Through focus groups, Richard and his team quickly discover to their own bafflement that the user interface is unintuitive. “Where is the download button?” “Where did my pictures go?” The story goes on (you can watch the rest of the episode to find out what happens) but the lesson is poignant and often missed even when the technology is great.

Whether you are collecting money, raising funds, selling services or products, or gathering information from users, developing an intuitive and friendly user interface (UI) through a well-managed application design process is critically important for achieving the goals you’ve set out for your transactional website.

In this session, we’ll help educate you on the importance of good UI, give you tips for improving user adoption, and answer the following questions:

  • How does application design differ from web design?
  • When should I engage in the application design process?
  • How do I choose an application design firm?
  • What is the application design process?
  • How do I test usability and user experience?
  • What metrics can I use to evaluate the effectiveness of my site?

COA will also share their experience in using application design to improve and enhance their online portal for accreditation.

We all love great technology and when it’s easy to use, intuitive, and even fun, we always come back. Join this session. Bring new ideas to life. And take things to the next level with great UI!

Timothy Stockert
Council on Accreditation
Vice President of IT and Business Intelligence
Timothy Stockert, MBA, MSW, is the Vice President of Information Technology and Business Intelligence at the Council on Accreditation (COA), an international, child- and family-service and behavioral healthcare accrediting organization. COA accredits over 1,500 private and public organizations that serve more that 7 million individuals throughout the United States and Canada in over 50 different service areas from adoption and foster care to counseling and case management. Tim currently manages two teams; the Information Technology team which manages COA’s network, database, website, and online portals for organizations and volunteers; and the Business Intelligence team that is using analytics and data to share insights with staff and stakeholders to help transform and advance the nonprofit industry. In the 10+ years that Tim has been at COA, he has helped move COA from a completely paper-based process to one that is nearly paper-free. Tim’s expertise lies in helping internal staff design more efficient processes for managing their work. Outside of COA, Tim is an avid athlete and spends most of his time in Central Park working out. He has completed nearly 50 marathons and numerous triathlons including 6 Ironman triathlons plus 2 ultra-marathons. He also loves to read, cook, travel the world, and discover new technologies.

Joy Busse
Busse Design
Joy founded Busse Design in 1997 to aid companies in meeting their goals of building customer loyalty through intuitive user experiences on the Web. As creative leader of the Busse Design studio team, Joy directs all aspects of design and architectural phases of Busse Design USA's product development process. Before founding Busse Design USA, Joy managed creative teams for Excite. Under Joy's direction and management, Excite's team of designers acted as pioneers in the Internet explosion as they helped to create one of the largest international consumer portals of its time.