New Website

Ok, I’m blushing. We’ve had SO many comments on our new site structure (www.humanfactors.com). So now, I’ll open up the covers on some of the drivers behind the design.

We work on the most innovative and strategic concepts for our clients. We envision the future of online business models for many of the largest companies in the world. Yet our old site was just SO conventional. It was SO boring. So this release is a very different structure. It will grow so that a large part of the engagement will be based on video. It also uses microsites so that we can expand and support special needs; like our Chinese customers for example.

We have a really good graphics team. And we have some very serious visual communication and data visualization folks too. But our old web site just did not show it. It was SO conventional. It was SO boring. So this is a version that showcases their abilities a bit. Our aesthetics have improved a lot. It still is within good usability practice. But we stretch things just a bit to be more interesting.

Yet, if there was one hope in this program: I really wanted to show the innovative, strategic, and advanced site of HFI. No, we will NEVER be a company that makes pretty, wiggly, confusing junk. But as we focus on Persuasion, Emotional, and Trust (PET design) we need to be able to create an optimal level of dissonance, create visceral appeal, create engagement, and stretch beyond functionality to meet focused objectives.

You might notice that there are not a lot of “FREE FREE FREE” banners on the site. But we have quite of bit of PET design built in (and lots more in the future I think). You might find it interesting to pick out the methods that we are using.