design (6)
usability testing (6)
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>usability (4)
usability tip (4)
curse of knowledge (3)
persuasive design (3)
mobile (2)
not easy (2)
usability is branding (2)
A/B testing (1)
design for older adults (1)
personas (1)
time-savers (1)
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Is it easy to scan?
Time and again, I come across webpages with too much text, including that of a client I’m working with right now. I know it is hard to edit yourself because you have a message you really want to get across. But users do not read a pages like they might a magazine article. Users scan the page foraging for information that looks relevant or interesting. In fact, users probably only read about 20% of the content on an average page. And for every 100 words over average, the percentages drop even lower.
Think of text on the website like “life advice” you may give to your kids or spouse. The less you say the more influence your words actually have.
What’s the best way to accommodate the reading style of web users? Follow these pointers from Jakob Nielsen to make your content very easy to scan.
- highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
- meaningful sub-headings (not "clever" ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
- half the word count (or less) than conventional writing
Imagine you only have a few seconds of your user's attention (which is true), what are the one or two things you'd want him to get from the page? Make sure those items are the easiest to find with a quick scan.
Credits
Image:Steve Krug, Don't Make Me Think
Stats: Jakob Nielsen, How Little Do Users Read
Pointers: Jakob Nielsen, How Users Read on the Web
usability
Usability tip: Put buttons where users need them
Usability testing is an excellent way to identify where buttons should be placed on your forms. Watching users go through your ordering process will show you where and when they want to take specific actions. It can also provide insights into why users are abandoning their order during checkout. Do they need more information about the item, shipping costs, or return policies? Was there a similar item they want to compare before making a final purchase? Would customer or expert reviews give them confidence about their decision? Or did they never intend to purchase the item today, but rather added it to their cart because your site doesn't have an "Add to Wish List" option?
My own recent experience illustrates this point. While ordering a canvas print of my sweet son's six-month photo, I was asked to review and confirm my purchase. I obeyed, scrolling all the way down the long form checking my inputs for accuracy. What did I find when I reached the bottom? Nothing. Where are my Confirm and Cancel buttons? Well, they are all the way back up at the top.
My recommendation? Put another set of buttons where users need them. Keep the ones at the top for the self-assured who mock the thought of reviewing their inputs. But, put another set at the bottom. There is nothing wrong with duplicating buttons, particularly in this case where much scrolling separates the two.
usability
This is not easy - LeapFrog Connect
Recently, while loading some books onto my daughter's Tag Junior, I found myself filling out a typical form. First name, "Sloane." Date of birth, "March...uh..." Rather than filled with months, the drop down box was filled with years. "Hmm...you must have read it wrong," I thought to myself. Nope, the label reads "Date of birth." I was still paralyzed for a moment with confusion (I'm not exaggerating here). At that time, I skipped ahead and noticed the next label, "Month." Why did the page designers complicate a simple and familiar entry form? I would guess it made sense to the them at the time, and they did not put it in front of users for usability testing.
This form is just another illustration of why usability testing is so important. Designers, like writers, have a hard time editing their work. It's important to get your designs in front of users during the design phase when changes can easily be made. Your designs will eventually go in front of all of your users where usability mistakes can cost you credibility, likeability, and customers.
usability
Why is being easy so important?
Think of a roadtrip. Road trippers are not entertained by starting the car, shifting gears, or turning the steering wheel. The joy comes from the feeling of progressing to their destination, listening to their music, chatting with their friends, and ultimately arriving at their destination, having met their goal. However, the mechanics of driving the car have to work. They have to be easy, to provide a good experience.
The car may not win a lot of points for working properly, but it will lose a ton if it doesn't. So, it had better work as it is supposed to.
Your website is a tool. It needs to be easy to use as it ushers the user along to that final goal. Is It Easy? was founded to help you answer that.
