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Satisfying site design: goals and perceptions

Contents: essay start | 'case study' | introduction | myexperience.com | goals and perceptions | armchair exploring | lostmyway.com

Goals and perceptions in user-centred design

If creating a satisfying experience is an important overriding aim of Web site design, then understand what makes that experience satisfying also becomes important. The previous chapter argues that two of the most critical components in creating a satisfying experience online are satisfying goals and creating a strong perception. It can be argued that these two components are closely linked.

How perception is generated becomes important in the overall scheme of Web design. Perception is typically a filter used to take and keep information which is relative, useful or interesting to us (Burnett J. et al. 2000, p.102). Cognitive psychology suggests that we are bombarded by stimuli on a daily basis, and our individual perception of that stimuli is shaped by the physical characteristics of the stimuli, the relationship of the stimuli to surroundings and the user's state of mind. Ultimately we accept some stimuli and ignore others because we cannot be conscious of all incoming information at one time (Burnett J. et al. 2000, p. 102). Selective perception is the process where we screen out some information and keep other information.

In the context of Web page design, perception is tempered and influenced by our overall experience (we may feel that a site has been useful because we achieved our goals, even though the general usability of the site was poor) and our individuality (we may selectively screen certain information and faults, whereas another user may find those same faults annoying and give up using the site.)

This user diversity which influences perception is also a strong influence on goals. If Web users are considered in marketing terms, there is as much diversity in motivations, goals and perceptions as any other traditional market (SRI Consulting 1997). Fleming suggests the most intriguing issue with Web site and navigation design is that 'everybody is different' and that the concept of site design is therefore so subjective. She argues that understanding the consumer means understanding how different profiles and sections of the target market may behave differently and have different goals in an online environment. Fleming uses an example of two distinctly different users in an online dating agency (Fleming 1998b). One, a male in his early 40s, is concerned about privacy, is interested in finding someone who shares his religion and has a slow computer. The other, a 21-year-old female student, is using the agency for a bit of fun, worried about weirdoes and has a high speed university connection. The two are used as examples of completely different goals and expectations from the same service.

Nielsen suggests that this diversity in site users influences not only their goals but the very way they interact with a Web site (Nielsen 1999, p. 25 ). He says not only can individual differences mean users take different pathways through a site never intended by the designer, but typically they will want to control their own destiny and become resentful of being trapped or forced down a particular path.

The concept of user diversity is further complicated by a side issue raised in Mark Dery's online cultural journey book Flame Wars. Dery points to a trend describes as "a postmulticultural vision of identity disengaged from gender, ethnicity and other problematic constructions" (Dery 1994, p. 3). He submits that identity online is based only on what you say and what you are prepared to reveal - giving birth to 'pseudonymous' behaviour. People invent personalities and identities, merging fact and fiction in online communication. It may be that designers face a battle reconciling a target market who, on one hand, demand anonymity, privacy and even the ability to construct their own identities, but on the other hand require a personalised and individual service from the internet.

So if designing an effective Web experience is about satisfying diverse user goals, how is the task of understanding those goals to be tackled, particularly with the issues of diversity? Fleming suggests understanding audiences by creating profiles and thinking in scenarios (Fleming 1998b, p. 11). An example may be considering Ken, the dissatisfied first-time user of mynewcar.com.au. His profile is possibly that of a working-class family man with a wife and young children who is interested in budgeting and credible, straight-forward information. He uses the Web as a functional tool, has basic user skills and a slightly older computer. Ken has some preconceptions about Web site security and only a rudimentary knowledge of defacto Web standards (such as pop-up windows and their role). A scenario may consider his desire to get information to help him purchase a new car - possibly looking at needs for comparative information, access to more detail, a contact for requesting specific information and comparative price lists. Additionally, without possibly knowing, Ken may also find information on trade-in values and finance options useful.

Armed with this information, a set of goals that will provide Ken with a satisfying user experience can be outlined and designed for. The same process can be considered for his wife - Barbara - creating a picture of a different user model and set of goals.

Although diversity of user behaviour and motivations give birth to a range of issues complicating the task of designing a user experience, there is support for the need to tackle the task never-the-less - particularly in defining and designing for users goals and expectations. There are some tools which assist the task - effective navigation structures being one of them as discussed further in the next chapter. Another, Tufte suggests, is using visual information if possible in preference to text or speech - a tool which he says encourages a diversity of individual viewer styles, and rates of editing, personalising, reasoning and understanding (Tufte 1990, p. 30).