Originally written in November 2010 for a graduate class at Quinnipiac University.
An Improved
Executive Summary:
Flickr is a popular and successful photo sharing website. It has millions of users who upload images to its site and billions of photos that are uploaded. Even with Flickr’s success, there is room for improvement and ways to make a stronger first impression.
What can be done to improve Flickr:
- Adjustments to homepage:
- Make the sign-in link more prominent
- Make navigation links stand out
- Eliminate scrolling
- Make everything pink a link
- Avoid pop-up windows
- Address limitations:
- Increase amount of data a user can have to upload images
- Increase amount of data a user can have to upload videos
- Technology additions:
- Instant messaging to allow for additional conversations and actions
- Additional notes:
- Make the upload button more prominent on a user’s dashboard
- Promote Flickr Pro
Flickr offers users the four elements of online identity: a profile, a presence, a reputation, and relationships. They also provide various activities, means of sharing, and ways of conversing that define the essence of social media. These improvements will alter the behaviors of users as it relates to initial impression, navigation, and communication.
The Homepage
On flickr.com, I first see a stunning image. I then see the tagline, and lastly an entrance into the site. Although “Create Your Account” is written in a way that speaks to users in an inviting manner, the button itself demands attention. Just as many users need to sign-in as those that need to create an account; make the “Sign in” button grab user’s attention just as quick and just as obvious.
Navigation links are not set up in a standard format. “Share & stay in touch”, “Upload & organize”, “Make stuff!” and “Explore…” are not in a column to the left or right of the screen. Placing them in a position on the web where collectively they are as large as the advertisement does not make scanning the homepage easy. Giving these links borders will differentiate them from the white background. Make these items stand out rather than meld. Something as simple as a drop shadow will suffice while also making a user’s experience pleasant and easy.
Additional items to address:
- Pink text translates a link. Not all pink text link to other web pages. This encourages misuse of the site. Make pink text link.
- Make the homepage content fill the screen to avoid scrolling. There is enough white space to compensate for this unnecessary action. This will allow the elimination of the duplicate link “Take the Tour” as well as the empty space below the footer.
- A pop-up window is displayed when a user requests to sign-in. Rather than open a new browser window, redirect the user to a new web page within the same browser window. A pop-up window is not necessary.
Limitations
Social media is a unique form of communication. Limiting a user’s data places restraints on that method of communication. On Flickr, with a free account a user can upload up to 100MB worth of images per month.
One image from a prosumer camera can be up to 2.3MB. That means in 30 days a user can upload only around 50 images. A tourist on an average vacation takes hundreds of photos. Users want to share their family photos from Disney World. They want to show their friends pictures they took while on their honeymoon in St. Martin. They don’t want to share half of them. They want to share all of them. They want to do this within a month of returning from their travel. Flickr must increase the amount of space a free account offers.
With the recent addition of video sharing, Flickr has thrust itself into a new realm of social networking. But in order to compete, the limitations on video size must be altered. Flickr, currently, offers users with a free account the ability to share 2 videos per month with up to 90 seconds worth of content. A free account on YouTube allows 2GB per video with a 15-minute maximum duration. Even a user that pays for an account on Flickr ($24.95 a year) is limited to 90 seconds and 500MB per video. There is no competition – YouTube is the winner.
Other issues to address in regards to registered users on Flickr:
- The upload link in a user’s dashboard needs to be prominent. It is overshadowed by other activity on the page. An obvious link will eliminate the need to have the Upload feature appear twice on the same page.
- There is no promotion or advertisement for Flickr Pro. It is a paid service that offers more features to users that pay $24.95 a year. There is no mention of the service on flickr.com with the exception of it listed under the FAQ link.
Be More Social
Flickr is one of a multitude of social networking websites. The site offers users the option to create conversations through the comment feature. There is, however, much more potential to replicate a natural, realistic form of communication which is the essence of social networking sites. Flickr can do this by offering conversations via instant messaging (IM). Users want their pictures to be paid attention to just as much as they want to discuss their pictures. With comments, a person may not see them right away. The conversation has ended before it ever begins. More action can be taken once a user notices an instant form of communication. A user wants to give attention as well as get attention; IM can provide a better means for this type of social behavior.
Conclusion:
Social networking is an experience. It is Flickr’s responsibility to provide users with the best experience they can offer among the photo and video sharing websites. Flickr must brand itself in a way that dominates these other sites, so that users can continue to be creators, critics, collectors, joiners, and spectators in the ever-growing field of social networking. Flickr can do so by eliminating stringent limitations and creating an interface that is technically flawless, aesthetically pleasing, and one that encourages meaningful social communication beyond a commentary level. To be the best, you must offer the best. Flickr can be the best.
