Suppose you like what you see when you visit a new site. You decide to register an account, and you jump through all the hoops that involves. You are happy. You are now a member of a cool new club, the group of all people who like that site enough to register.
The next day you go back. And it's now that you notice the site is really only set up for people who want to register. If you're already registered, you have to click through to a login page. Even though you will visit the site to register ONCE, and to login MANY times. Does this scenario sound all too familiar?
I find this scenario, played out all over the Internet at sites near you, to be puzzling. Very puzzling. The subliminal message is that once you've registered, the site has lost interest in you, and you're now second class - at least, compared to people who haven't registered yet.
Size and scale are no indicator of whether sites get this one right, although the best behavior is found at
http://facebook.com where the login windows are on the main page. But other major net sites have it badly wrong (and they are in the majority as far as I can tell). Some of the offenders are sites that are valuable and important to many:
http://LinkedIn.com,
http://foursquare.com,
http://blip.fm, to name a few.
http://Twitter.com has a handy drop-down, which makes the click seem less of a big deal - but why can't I enter my password when I'm on my own page on Twitter? I mean, my username is there in the URL already. LinkedIn deserves a special mention for changing things in the wrong direction - until a year or so ago, the sign in fields were right there on the front page.
Before you all rush to tell me: I know this is a small thing in the scheme of things. But as with all small things, the interesting part is when we analyze why these small things are wrong. Is it really the case that these sites care more about getting new users than accommodating their existing ones? Why do some sites get it right with no apparent effort or fuss, and others don't seem to recognize the issue? And if they are getting small details wrong, what kind of major things are they getting wrong?
Ask those questions, and you can start looking around the net, and the world, and asking yourself how things could be better. And we need more of that, we clearly do.