2. Website design and Usability Flashcards
important element of good website design
- Readable text
- useful content
- efficient navigation
- no errors
- consistency in style and layout
Importance of Usability
usability as a direct influence on customer’s satisfaction and subsequently on online buying behavior
Conversion rate:
% of visitor who convert content views or websites visits into desired actions
What web users want
- text they can read
- content that answers their question
- navigation and search that help them find what they want
- short and simple form (streamlined registration, checkout, and other workflow)
- no bugs, typos, or corrupted data,
- no dead links,
- no outdate content
what is usability
= quality attribute that assesses how easy user interfaces are to use.
Usability is when users can find what they want directly and fast and the information is satisfying and clea- defined by 5 quality components:
- Learnability: how easy is ti for users to accomplish basic tasks the first time they encounter the design Efficiency: once user have learned the design, how quickly can they perform tasks?
- Efficoemcy: once uses have learned the design, how quickli can they perform tasks?
- Memorability: when users return to the design after a period of not using it, how easily can they reestablish proficiency?
- Errors: how many errors do users make, how severe are these efforts, and how easily can they recover fro the errors?
- Satisfaction: how pleasant is it to use the design?
User Experience:
encompasses al aspects of the end-user’s interaction with the company, its services, and its products.
what influences users the most when booking
- Ease of Use 59%
- best price /offers 48%
- positive prior experience 47%
- Brand trust 38%
40% of potential customer discontinues their online booking process. 2/3 due to problem with usability
Elements of website design
- fast loading and functional (the faster the more success)
- limit customer choices (keep the purpose in focus)
- simple to navigate (people want convenient and easy access to information)
- Consistent in style and layout
- Be wise when using colored text and background Headlines
- Take care with animation and wild graphics
Online customer behavior: Cognitive Difficulty
Human brain not well adapted to new social media challenge: making online information accessible to users; no “information overload”
Providing effective search functionality
Max of 5-8 information chunks at a time
Main function of navigation: Navigation interface has to answers 3 questions
Where am I on the site where have i been where can i go?
Google eye tracking (in depth analysis)
item on the left attract more attention than on the right.
images and maps gain more attention.
Online texting: what need to be considered.
- we are 30% dumber when working online
- just 16% of interest users read entire texts skimming and scanning as reading techniques
- keep it short and simple
- do not transfer print texts 1:1 into the web
when writing a website you should use:
- easy to read font
- sufficient for size good contrast,
- no background graphics
- no more that 3-5 lines of text in one paragraph
- short, simple sentences,
- active, direct every paragraph has a heading important worlds in blood working with hyperlinks for detailed information
- working with lists
- working with tables, graphics, diagrams
37% of US travelers don’t go on a hotel vacation because they don’t see photos, videos or text creating positive feelings
Importance of mobility
around 6 % of overall interest traffic is mobile: over 300% growth Responsible design –> Desktop, Table, Mobile 84% of leisure hotel bookers have had a poor mobile travel experience
Planning a website
- Design the purpose / Vision for the site
- develop smart goals for the site
- define audiences & goals task analysis
- determine usability objectives
- discuss expectation / requirement /preferences
- identify (Human) resources
- Discuss technology needs
- Timeline, project plan
