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Designing Web Navigation - Five tips for planning a web space

Author: Jennifer Fleming (1998)

Abstract: Fleming in this article puts forward the key issues highlighted in her book 'Web Navigation: Designing the User Experience' - that navigation should be fluid, simple and focus on user experience and goals. Theories on the importance of navigation providing user feedback are consistent with those by Dr. Jakob Nielsen and Dr. Donald Norman.

Tip 1: Focus on goals and needs: The concept that when navigation works ­ it's like a ballet: it seems fluid and looks easy. Navigation is about predicting the actions of site users and building a system that supports those actions. Find out what customers want and need ­ talk to them and discover.

Tip 2: Look at navigation that works: Navigation research showed that better navigation should: Be easily learned, Remain consistent, Provide feedback, Appear in context, Offer alternatives, Require and economy of action and time, Provide clear visual messages, Offer clear and understandable labels, Be appropriate to the sites purpose, Support user goals and behaviours (Fleming, 1998). The concept of navigation providing feedback is the most important. In learning where you are, when you've succeeded or completed a task. This is convergent with theories by Dr. Jakob Nielsen and Dr. Donald Norman, although Dr Norman suggests relearning as a concept is a poor choice to using consistent themes.

Tip 3: Plan beyond the front door: The deeper you plan your structure the better. Most navigation problems are not users complaining about getting from the front door to some page inside, but relate to being stranded inside a site. Typically, this is because care has been given to navigating in only one direction (submerging, but not surfacing). This is consistent with Patrick Lynch's suggestion, but takes the idea further by suggesting consideration of flow and pathway in navigation. Suggested idea of storyboarding ­ showing flow of action. More helpful than flowchart alone which only shows sequence of events. Define your space through consistent approach to site architecture ­ ensures a holistic approach.

Tip 4: Use shortcuts: Teasers on the front are an example. Some of the more common are search features, site maps, tables of contents and pulldown menus. The basic idea is to get people to content quickly and easily. So don't make shortcuts confusing ­ by definition they should be streamlined, brief, fast and clear. A somewhat obvious point, so therefore interesting that there are so many forms of shortcut which could be described as complicated, therefore by very definition failing in their function.

Tip 5: Understanding that everyone is different: Navigation design is so intriguing because it's subjective. Icons are an example of a tool that some love, others hate. The concept of searching and browsing is key. Some like searching for exact info, whereas others feel comfortable browsing to find the info (children seem to respond better to browsing). Think about required navigational diversity.