visitor-job

Topics in the source

• The visitor's job
• The four jobs
• Persuade
• Operate
• Read
• Experience
• Judging a surface against its job
• Sources

Name what the visitor's success looks like on this surface before choosing how expressive the surface is. The job belongs to the surface rather than the product. A tool's landing page persuades, a fashion house's documentation is read, and a docs index is read too. Write the job into the surface's design brief and leave it there, because two surfaces of one product can hold different jobs. | Job | The visitor | Surfaces | | --- | --- | --- | | Persuade | decides and acts, and the design is what they judge | landing pages, marketing, campaigns, pricing, a personal home page | | Operate | completes a task | app screens, dashboards, editors, admin, settings, forms | | Read | understands something | docs, articles, guides, help, changelogs, a report | | Experience | is inside the work itself | portfolios, galleries, showcases | The opening makes the offer intelligible and desirable, exposes a clear action, and shows something only this subject can prove. The action is the one the category's visitors came to take, in its working form, such as a contact route that works from the first screen rather than a decorative link toward it. The visual world may carry the page, and the page still

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