Care About One Person at a Time

Interface Design is a Conversation | Build Internet!:

There are very few group interactions with the internet. It’s rare for more than one person to use the same computer and browse a website together. There are obviously times when everyone in your office gathers to watch a cute cat video on YouTube, but you get the idea. This one-to-one relationship has a few important implications:

1. The site can typically speak directly to a single person rather than an entire organization. Instead treating the visitor like a faceless representative, they are now an individual.

2. You can start by addressing individual needs, then (if needed) the needs of the visitor’s group. This means that a site could have “You and your team will benefit” as opposed to “Your Company”. This is a subtle change, but as we’ll discuss later, it can pay to appeal to individual ego.

You only have to care about one person at a time. That’s a powerful direction.

(Via @smashingmag.)