Located: essays > satisfying site design

Satisfying site design: web site navigation and its relationship to creating a satisfying user experience

Author: Doug Green

Abstract:This essay focuses on a particular area of research in Web site design - navigation and its relationship to creating a satisfying experience for site users and ability to help users reach their goals. In taking themes and concepts from a range of disciplines - from traditional information design to cognitive psychology - the research has enabled the drawing of several conclusions on user motivations and site design.

Contents: 'case study' | introduction | myexperience.com: the argument for designing a user experience | goals and perceptions in user-centred design | armchair exploring: the difference between perception of site structures | lostmyway.com: navigation design and user goals.

Case study: www.mynewcar.com.au

The senior executives of e-commerce venture 'mynewcar.com.au' are delighted - toasting the weekend launch of their heavily promoted and anticipated auto retail Website with a boardroom function filled to bursting. It's a who's who of the Perth auto industry, and they have every reason to be excited - at $215,000AUS and after nine intensive months, the site has finally been built (even if a bit late) with all the features and style the executives and industry had asked for.

While another cork pops in the boardroom, Ken - a truck driver from Rockingham home from work early - logs into the site for the first time. Ken's heard about the site on the radio and wants to update his wife's Commodore, but is not sure what's the best model for her. She needs plenty of room for two baby seats, air-conditioning, but not too big an engine because of the rising fuel prices. And he's had enough of pushy car salesmen.

The first page looks very interesting. Even though it takes a while to download, Ken likes the little car zooming across the top, and the buttons down the side in the shape of car wheels. The page talks about the company, its association with all the dealers and what is planned for the coming months. He spies a button which says 'buying a car?' and clicks on it.

A new page comes up with a different colour car zooming across the top, followed by a list of dealers and contact e-mail links - each with a list of 'this week's specials' below their company logos. Down the side is a story about how the GST will make car prices cheaper. He spots a new VN Commodore for sale in one of the specials and clicks on it - hoping to find some details about its features.

Another page comes up with yet a different colour car zooming across the top - the pages seem to be taking a long time to load, thinks Ken. The picture of the Commodore is huge, and there's no details about baby seat facilities and engine size - but there is a button at the bottom suggesting he 'click here for details on this car'. Ken obliges.

A brand new window pops up - thankfully no car zooming across the top this time. It's a form asking for details including his e-mail, address, phone number and age, and a section down the bottom for typing in a question. Ken's heard nasty rumours about security and giving personal details over the internet, so he presses the 'cancel' button to get back. An error message comes up on the screen saying page could not be found - Ken clicks on the back button, but it does nothing. He closes the window, and the page with the Commodore picture - and the car zooming across the top - appears again.

Ken's a bit confused about where he is - but spies another button down the side saying 'new car calculator' so decides to give it a try.

Yet another window pops up - instead of the little car zooming across the top there's a message saying 'loading Java - please wait,,,' He waits for a couple of minutes but nothing, so clicks on the screen, and the screen behind it - still nothing. Ken taps his fingers, waits some more. Finally, he turns off his computer and goes and makes a coffee.