Usability Is About The Details

Ian Lurie

My firm just re-launched ColdHeat’s web site. The team did an amazing job.

But the most remarkable thing about the site is a bunch of little things that make it a pleasure to use (I can brag like this because I had almost nothing to do with the new design).

My favorite example. Here’s the shopping cart icon:

Shopping cart icon

And here it is if you’ve added something to your cart:

Shopping cart icon - in use

Little things can make a big difference. The folks on the design and implementation team didn’t have to add the glowing icon to indicate something’s in your cart. No one told them to. Nor would I have thought to put it on a requirements list somewhere. But they did it anyway. And it’s one of the little touches that makes this site a true conversation marketing engine, ’cause it just sounds so dang smart.

So a quick ‘huzzah’ for my team…

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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