Is Usablity no longer enough?
He says: “Usability is no longer enough to create successful websites” and “traditional usability practises focus on creating efficient sites that are simple and easy to use. But just because a site is easy to use doesn’t mean it will engage customers and meet business goals”. Considering his position regarding Usability he presents a new approach to web design: PET Design, which allows companies to influence and deeper their interactions with online customers through Persuasion, Emotion, and Trust (PET). PET Design is about understanding users, how and why they make decisions, the motivators and motivational triggers that influence how they react to website messages and content.
I think Dr. Schaffer’s vision of a successful website is a very business-oriented one. His view focus mainly on websites for doing business (e-commerce, etc.). However there are several other types of websites, from informational sites to web applications people use to do their work, where the focus is not selling goods but finding something or accomplishing tasks quickly and efficiently. In these cases I think Usability is enough. Of course I think there are other important factors like the ones referred on Perter Morville’s User Experience Honeycomb but Usability is the main point.
This approach, PET Design, is very interesting and in my opinion brings new potential to e-business, but stating that “Usability is no longer enough” I don’t think it’s right. Usability still has a long path ahead.