It seems like common sense. Make content easy to understand so that the user doesn’t have to try so hard to understand what it going on.
Eric sent our team a link to this google page on net neutrality earlier today. I read every word on the screen and deciphered that the problem was urgent; but i had no clue what the problem was. So I clicked to get more info. Schmidt’s note to google users was even less helpful. Again, lots of urgency with no explanation of the actual problem.
By this point I felt stupid and thus was determined to figure out what the problem is with Net Neutrality. I clicked back to the original google page and then followed the next link to the Open Internet Coalition. The word “coalition” in the name should have tipped me off to the lack of help this one would be. However, I did stumble across a potential clue buried in the site:
Some cable and telephone companies have blocked certain Internet traffic or given preference to their own Internet services. Some equipment manufacturers have begun marketing equipment that allows network operators to identify and screen traffic. And many telephone and cable executives have publicly stated their desire to leverage their own networks to favor their own or affiliated content, and to create “tiers” of service that allow some content to receive enhanced treatment or “quality of service.”
Ok, by this point I think I have an idea of what Net Neutrality’s problem might be, but I don’t know enough to form an opinion or participate in an intelligent conversation.
Back click. Back click. Back click.
Let’s see what SaveTheInternet is all about. Click FAQ. Read. Click Video. Jackpot:
Thank you SaveTheInternet for actually telling me what in the world is going on . All it took was a stupid assortment of film clips to actually explain the problem.
The Desired Response
Now that you know the importance of Net Neutrality, go here to petition your representative (based on address). Then retweet, email, digg, facebook update, call, or send smoke signals to pass this along to help preserve the neutrality of the internet.
Let this be a lesson to all of us – don’t assume that your user “gets it.” Go the extra mile to make problem, solution, and desired response painfully clear.