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Part 1b: Workflow Matters

September 16, 2012

I’ve seen many online businesses with strong product concepts and enthusiastic expressions of interest from their customers.  Yet their products are struggling to get traction. The reason?  Poor product execution. Customers visited the site, got confused and left. Their engines were poorly assembled.

How people navigate and interact with your site is like the blueprint for your engine. Get it right from the start. Focus on a clean and simple user workflow.  I encourage my companies to optimize their user experience around three key clicks and a minimum of entry fields. In the process, strip away all but the most essential features and functions of your product.

This flow diagram example shows how you can map your online presence into “administration functions”, and, in this example, “content consumption functions” and “content creation functions”.

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