The Seven Sins of Usability

By Neil Walker, Chief Technical Officer at Just Search


A user-friendly website is essential to keep people interested in what you have to say and ultimately keeps them coming back. More than 83 per cent of internet users are likely to leave a website if they feel there are too many clicks to find what they are looking for. Recent studies have shown that the typical user will take four seconds to decide if they will stay at a site or move on. With this in mind, marketers need to avoid making assumptions about user behaviour and the way that websites are used. Marketing efforts are wasted if a site is not user-friendly and does not provide a good user experience, so it is imperative they offer content and information for visitors to make informed decisions. If a visitor cannot get from A to B quickly and easily, then they will give up and potentially, go to a competitor.

MISTAKE NUMBER 1 - Inconsistent and confusing site navigation
Effective site navigation is important from the outset of a visitor’s journey so relevant links should be included to take visitors directly to related landing pages from search engines. Marketers need to remember that search is closely linked with the way their site works. Once on a site, visitors do not want to waste time clicking around to find what they want and will leave if they cannot locate the necessary navigation buttons. Do not rely on visitors to use forward and back arrows to navigate their way around as many people prefer to click directly through to the next page so clear signposting is essential for users to find what they are looking for. The key is to have a strong structure that is simple, effective and consistent throughout.

MISTAKE NUMBER 2 - Difficult to scan content
The quality of content on all pages is important. Too much block text can be boring and intimidating and will put a user off. Equally, a page with very little content is pointless and does not give the user any reason to continue browsing. Content needs to be the right size, with the right spacing to be readable and provide enough information to understand the company message and services in a quick read. The use of multimedia can make a page interesting, such as using video, images and audio to replace traditional text. Download times for images and music can often put people off, so ensure these are used appropriately and not as a way of simply filling up a page.

Associated Link: More: The seven sins of usability

'Internet addiction' linked to Depression
Source: BBC, 9 February 2010
 
There is a strong link between heavy internet use and depression, UK psychologists have said.

Could *You* be more Usable?
Source: UN, 8 February 2010
 
Bet you could.

Stowe Boyd on 'Steampunk' thinking about the Future of Computing
Source: Stowe Boyd's blog via Experientia, 6 February 2010
 
Are established metaphors of user experience holding us back from new ways of structuring our interaction through computers?

Nokia's User Experience Programme
Source: UN, 5 February 2010
 
Nokia has put together a rich and informative website covering the key elements of user experience.

Interfaces magazine: latest issue available now
Source: HCI News Service, 4 February 2010
 
The latest issue of Interfaces is now available in pdf format, free from the Interaction Website.

A Lighter Brigade of Chargers
Source: UN, 3 February 2010
 
Lots of gadgets, one charger. At last.

Mobile Touch Screens could soon Feel the Pressure
Source: MIT Technology Review, 2 February 2010
 
A quantum switch could add pressure sensing to mobile screens.

Usability, Usability, Usability: why the iPad will Succeed
Source: Econsultancy, 1 February 2010
 
The tech critics love it, hate it, love it again, shrug it off. What do usability experts say?

British Airways - at last some good news
Source: Loop11, 30 January 2010
 
In a recent website usability study for the world's leading airlines, the British Airways website proved to be the most user friendly, with Malaysia Airlines and Virgin Atlantic having the lowest user experience rating.

Computation of Emotions in Man and Machine
Source: Royal Society, 29 January 2010
 
Advances in computer technology now allow machines to recognise and express emotions, paving the way for improved human-computer and human-human communications.