Struggling to Choose the Right Stove?

A few months ago, I found myself immersed in the chaos of a kitchen renovation, a process that brought with it countless decisions to make. One such decision was selecting a new hob, a task that quickly turned into a bewildering experience.

As a meticulous researcher, my journey began on the websites of various manufacturers. I started with a brand we had already chosen for other appliances, thinking it made sense to stick with the same family. Little did I know, I was about to embark on a journey through the confusing landscape of product information.

The product page for the induction hob that caught my interest presented glossy photos and helpful dimensions, but the actual information felt like it was in a different language. What on earth is 'extended flex,' and do I really need it for my cooking adventures?

Labels like 'TwistPad® Fire' and 'fryingSensor Plus' caught my eye, but their meaning remained elusive. The registered trademark hinted at a company on top of its administrative game, but would that help me achieve perfect bacon?

The product page continued with terms like 'design frame,' 'power transfer,' and 'self-sufficient.' While it was reassuring to know that this hob wouldn't demand financial support into my old age, it left me no closer to understanding if it was the right fit for my needs.

A typical-looking product specification table displayed these labels, yet it provided almost no meaningful information. Frustration mounted as I wondered, 'What does any of this mean?'—a sentiment echoed by anyone trying to decipher a product's features.

Digging deeper, I found sparse explanations and definitions buried beneath layers of overlays. 'TwistPad® Fire,' it turned out, is described as 'handy finger food for your every desire.' I chuckled at the relief of having this mystery solved, realizing that, as a sighted user, I was fortunate to spot and read this information hidden in overlays.

This experience led me to reflect on the lack of content design in product pages—a prioritization of creative marketing copy over essential information.

A content designer would approach this challenge differently, starting by understanding the information customers need for decision-making through user research and data analysis. They would then craft concise, simple content that provides all the necessary meaning for the reader to make an informed decision. The information would be presented in a useful and obvious way, eliminating the need for users to navigate through layers of interactions.

Unfortunately, the manufacturer had opted for a marketing approach, leading to a frustrating user experience and ultimately influencing my decision not to purchase the hob.

Fortunately, I found another manufacturer that prioritized clear explanations of features and benefits, a decision that highlighted the importance of content design. In a world where ease of access determines success, failing to make information readily available drives customers to seek alternatives.

While marketing is crucial for visibility, it's content design that ensures conversion—a lesson learned through my quest for the perfect induction hob.