b'What is UX and How Can it MARK METCALFE Help Your Business?PRESIDENT, NEXEEDmmetcalfe@nexeed.ca @NexeedInc WE ALL WONDER what the web- tations and needs be? Our nexeed.ca sites of the future will look like.homepage interface is clear Since the internet went main- and simple, and pages load stream in the 1990s, websitesinstantly. Placement in search have come a long, long way. results is never sold to anyone, The market is constantlyand advertising is not only Yes, You Can Stay Safe andlooking for newer solutions thatclearly marked as such, it offers Still Build Your Business will more effectively sell a givenrelevant content and is not product or service, but we mustdistracting. And when we build never lose track of that which isnew tools and applications, we FOR MANY OF US, the pandemic really started backmost importantuser experi- believe they should work so in March 2020. I was stuck at home for whatenceor UX for short. well you dont have to consider felt like a year (but was more like eight weeks)UX focuses precisely on thehow they might have been with my family, watching the curve, hoping forusers of your product and theirdesigned differently, Google it to flatten, and feeling less confident aboutneeds. A well-designed websitesays. Thats good advice for the future than I can ever remember. For a fewis attractive, functional, intui- everyone to follow.weeks, nothing felt like a given.tive and fast. All these thingsMake it easy. Do not over-Last year, I worked on a deal to buy some realcombined will ensure a positivewhelm the user with unnec-estate for Nexeed to move into. We are approach- UX.essary information. How the ing the point where we need more space. ThatHeres some things to focususer feels when using your particular deal didnt work out, and the nexton when working at designingwebsite determines how they opportunity had not yet emerged. While at homeyour site or looking for someonefeel about you. Having the best in lockdown, I was absolutely relieved the dealto partner with in doing this. products or services at the best had fallen through.Be precise. These days,price or the highest quality will Over time, the curve flattened and thenpeople using your website andnot guarantee your success. A started going back up again. I think we allonline content want an enjoy- poorly designed website may started to understand more about how theable experience free fromscare potential customers away. pandemic impacts us. I watched our customershassle. The website must bePotential clients use a lot of experience the usual demand for their seed andbuilt precisely, adjust to manywebsites every day. If you want food ingredient products. They had to adjustdevices including phones andto get their attention, make sure quickly, with no luxury of being able to worktablets, and the information onthey feel good about your site. from home. the website must be easy toFocusing on UX will help you Im sure they, too, were just trying to getfind and clear, so that poten- stand out from the competition.through it all. But they kept open, stayed fairlytial customers do not have to busyin some cases unusually busyandsearch for it for too long. everyone is still in business despite the chaos.Understand your user. My own attitude toward that real estate dealThe first of Googles 10 design has come back around, too. The pandemic is farprinciples is, Focus on the from over, but I no longer see it as an impedi- user and all else will follow. ment to our future. We will be OK, althoughThis is one of the most impor-there might be some ground to make up aftertant issues in the development the pause we all had to take this year. process. When designing a Our industry is truly essential, so its onlygood website, focus on the a matter of when we choose to make the leapuser. What will their expec-and begin our next phase of recovery. For me, I am getting ready to do it right now as you read this, even though a second wave of COVID-19 isEWA JZEFOWICZ AMADORunderway. CLIENT SERVICES MANAGER,We take this seriously and are implementingSEED WORLD CREATEevery single health precaution we can, but weejozefowiczamador@seedworldgroup.comnow know we can keep everyone safe and still @SeedWorldGroupwork to build our business and help our clients. seedworldgroup.com28GERMINATION.CAJANUARY 2021'