Why sites keep you coming back for more
The sites I use most frequently for the latest news or to order something I want to buy or to help me with a problem e.g. travel directions are not unique sites. There are alternative sites I could choose to use but I don’t. I keep using the same ones. Why is that?
Firstly the site I keep using obviously meets my needs but if we take news sites as an example there are many that provide the latest news. It is not just that it provides me with news, there are other reasons why. A new design may be compelling for the first time and new features may also encourage me but to keep me coming back again and again it needs something more.
It is more likely to be the consistency in the look and feel; navigation to help me find related content quickly; help when I need to find out more e.g. contact the content owner so I am confident that I can rely on what I read as being accurate and up to date. In other words it is a place that is well-managed and applies some form of governance to give me a consistently good experience whenever I use it. That is what keeps me coming back for more.
When I think of some of the great internet sites I use like Amazon, Wikipedia, BBC News, it is because they also have a great governance framework which is the foundation to giving me a great experience every time I visit them. Without it these sites would miss something which would sooner or later make me try an alternative.
The same analogy that I have applied to a web site will also apply to any mobile app, intranet, digital workplace or collaboration tool. The size and complexity of the online space being managed is irrelevant. The same principles of governance will always apply. Those which are well-managed will be used more because they give a more consistent user experience and can be relied upon more to provide whatever you need.
Since 1996 when I first started my journey with intranets, collaboration tools, digital workplaces and mobile workspaces I have appreciated how important it is to have a governance framework that supports its purpose. It can be the crucial factor that causes a quicker adoption, increased usage and higher satisfaction with people to help with their work.