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User-centred structures in designing web usability

Author: Dr. Jakob Nielsen (1999)

Abstract: This research looks at two chapters (chapter 2 - page design, and chapter 4 - site design) in Nielsen's latest book 'Designing Web Usability: the Practice of Simplicity'. The sections offer a number of rules aimed at assisting users reach their goals within a website.

Web pages are still essentially a one-dimensional scroll ­ similar to those used by Egyptians (p5)

10 million sites in the world (Jan 2000), users insist on instant gratification. In software customers pay first and experience usability second ­ on the web they experience first and pay second. Competition is not limited to similar sites with like products (p10-11).

There are two basic approaches to design ­ the artistic idea of expressing yourself and the engineering idea of solving a problem (p11). I don't agree with this tenet - the Bauhaus objective of functionality, and many design schools since, practice problem solving. The perceived dichotomy is perhaps where a pure engineering approach solves only part of the problem.

Bad usability = bad service = less customers

Site structure should mirror user tasks, not company structures (ie p184-185). The user controls navigation and can take paths never intended by the designer. (p25)  Do not trap users ­ they are in control of their own destiny ­ you don't own them (p66). The idea of a user-centred structure is consistent with views by Bezos, Tognazzini and Fleming.

In nearly every usability study, users ask for page delivery to be sped up. 10 seconds is the limit of people's ability to focus attention while waiting (p42).

There are three basic types of links: embedded (underlined text further explaining a topic), structural (links to hierarchical elements) and associative (links to similar  interest and topic areas). (p195)

Links to 'more of the same' and further reading are one of the most effective ways to lift site use. (p56). It is critical to retain link colouring standards ­ blue and purple ­ when not retained the users' sense of structure and location is significantly reduced. Links should also be descriptive and give feedback.

Links to downloads on a home page ­ why would anyone reduce usability of their own site by giving another company free advertising? (p84)

It is necessary to have an explicit link called home on every page ­ not all users understand clicking on the logo takes them home. (p178)

For information behind a registration wall, allow for incoming links ­ particularly with free or open pages giving samples of what to expect. (p76)

Up to 30% of users who click on banners that go to corporate home pages immediately click back. Broken promises in banner advertising are particularly damaging to credibility. (p77)

From a usability perspective, site design is more important that page design. (p163)

Home pages should have three basic elements ­ navigation directory, news and promotions and search. The question "what can this site do for me?" should be answered. (p164)

The three fundamentals of navigation are where am I, where have I been and where can I go? Usability studies show users complain bitterly when a site uses navigation and interfaces different from the ones they have come to expect (p189). These two are critical issues, and relate to the principles of giving user status and feedback information, and giving users consistency.

Principle navigation tools include: moving up a level in the hierarchy, features for visualising structure and relationships of pages, moving to next and previous elements in a sequence, search to show main areas of site which mach a query. (p189)

Navigation, by definition, needs to show available alternatives at the same time so users can make choices and informed decisions. This counters many types of navigation now offered by DHMTL and layers. Navigation visualises a user's current location and alternative movements relative to structure of underlying information architecture. (p198) User-centred navigation is the difference between success and failure of trying to sell anything online. (eg P202)

Site structures: Most have hierarchical structures ( progressively more detailed info as descending into hierarchies). Other common structures include tabular structures (classified relative to parameters or attributes (ie town or date or topic), or linear structures (a progression of steps). It is important to have a structure that mirrors user requirements (a customer focus) (p198). Linear structures are mostly poor because the web is inherently non-linear in nature.

Cursive (breadcrumb links) are important because they give essential locational feedback. The possibility of cursive links, that when moused over gave other links in the same hierarchy level, would fit the need for showing alternatives and context, while still filling feedback requirements. This fulfils the need for sitemaps (user requirement ­ p221) and ads the 'you are here' feature.

Subsites are effective for info structures that need more than simple hierarchical structures. They are worthwhile for creating a home environment for a particular class of users (p223). This has synergies with niche publishing and target market principles.

Slightly more than 50% of all users are search dominant (task oriented), 20% are link dominant (exploring in nature) and the rest mixed behaviour (use whatever is most promising ­ practical). This has serious ramifications for navigation design, particularly when considering flow patterns. Navigation schemes are still important because they give context feedback to searchers.

Care needs to be exercised in scoped searches ­ many users do not understand this function ­ plenty of feedback is needed ­ include an option to widen search. Consider chunking information if it gives better feedback (ie p235).

The size of the search box should allow longer text strings (p240), and search box at top right became a convention in 1999.

Running words together is the most popular form of URL. Beware of the problems associated with virtual and archival URLs in dynamic content.