I am currently reading a book by the infamous Jacob Nielson entitled "Prioritising Web Usability." The book is co written by fellow usability researcher, Hoa Loranger. While reading the book, I stumbled across a section which I thought must be relevant to Web Designers and Developers alike. During the book, Nielson and Loranger pronounce what they describe as "The Web’s Top Five Usability Downfalls." They are; search, information architecture, content, product information and workflow. Here they are, with reason that I believe they are the web‘s top five usability downfalls:
Search - Users most often rely on searching a site. I suppose this relates to Google’s effect on the web. Users set their standards very highly as a result of Google and thus, an ineffective search engine is likely to make a user turn their nose up, and leave.
- Information Architecture - For users who do not rely on search, or, fail on search, information architecture is key to them finding their goal.
- Well structured information - It may sound obvious, but the amount of sites I come across with random bits of information all over the page amazes me. I remember one of my university lecturers constantly going on and on about "chunking" of information. This, to me, sounded monotonous at the time but I can’t deny, he was right!
- Clear navigation - Simple, effective and consistent navigation. Enough said.
- Limit Scrolling - Research shows that users will scroll. But only a little! In my opinion, vertical scrolling is always acceptable. Horizontal, never!
- Content - Sites with poor content can aggravate a user and cause them to leave quickly. There are so many sites out there that clearly just want to make money using pay per click links. If a site has poor content, it is likely that users will mistake a site with one of these money making sites.
- Product Information - I think this is critical in terms of an online business. Users may venture elsewhere if they cannot find the content they require on a website. The likelihood is that if they find the information they are looking for elsewhere, they’ll buy it elsewhere.
- Workflow - I would imagine that sites with poor user workflow didn’t plan their use cases properly. This could simply be down to carelessness but also could be a result of unexpected expansion. Never the less, I feel it is always important to plan a users actions through a site using use case and activity diagrams.
