don’t make me think
So I sat, staring at this screen, trying to figure out where to click to get information on Health Care plans for small companies.
click to see larger image
is this really such an incredibly beautiful design that they couldn’t risk ruining it by adding more information so I’d know what was a link and where it might take me?
So where do I click to learn about possible plans? In the big gray box that tells me they provide health insurance?
- no, none of the stuff in the big gray box is linked. it does rotate, showing me a picture of a nice dog.
- no, there’s nothing useful in the blue news box
- no, there is no help in the gray rectangle, even though that looks more like navigation than anything on the page it doesn’t lead to anywhere I want to go
- nope, the banner ads don’t look useful (I checked them out when I realized they were for Aetna)
- wait– I see something under the big gray box. I’ll try Aetna group insurance (we’re a group). nope, that’s wrong
Yep, finally U.S. Healthcare was the link I needed.
This is a classic example of a page for investors and the CEO, as opposed to their actual customers. Is that a good idea?
compare that to Pacificare
click to see larger image
You can complain that it’s ugly if you want, but I do have a pretty clear idea where to click.