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USABILITY
WHAT IS USABILITY?
Usability is the measure of the quality of a user's experience when interacting with a product or system Whether a web site Software application Mobile technology Any user-operated device
IMPORTANCE OF USABILITY
According to Usability Expert Jakob Nielsen: In the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage of your website does not clearly provide details about a company or about what it offers and what users can do on the site, people will leave your website. If users get lost or confused while browsing your website and they lack clarity they instantly leave the website. If a website's content is difficult to read or it doesn't answer important key questions, it immediately drives away the users. Note a pattern here? If the website does not satisfy the users leaving it is their first line of defense.
Quick and easy to learn; Efficient to use; Allows rapid recovery from errors; Easy to remember;
Basic Principles
Basic Principles
Effective writing Feature exposure Info hierarchy Simplicity Dont waste time Use of white space
Usability
Visible language
Conventions
XYZ shopping
Be it the Web or a physical store user behavior and habits remain the same. When browsing a website, users search for something clickable. Users are mainly looking for quality and credibility in a website. Users dont read, they scan. While browsing the web, users are impatient and are looking for instant gratification
Lets take a look at an example. ABC Company claims to be beyond channels, beyond products, beyond distribution. What does it mean? Since users tend to explore web-sites according to the F-pattern, these three statements would be the first elements users will see on the page once it is loaded
Users hate lengthy and complex processes. If you want users to test a feature or a service make it quick and easy. The simpler the process, the more likely a random visitor is to actually try it out.
4. INFORMATION HIERARCHY
Usually websites provide two forms of content - static and dynamic. Of that, some aspects of the user interface attract attention more than others.
ABC.co perfectly uses the principle of focus.
The only element which is directly visible to the users is the word free which works attractive and appealing, but still calm and purely informative.
Subtle hints provide users with enough information of how to find more about the free product.
5. FEATURE EXPOSURE
The fundamental principle of successful user interface design is to clearly and immediately show all the features and functionalities available.
Pqr productions gets directly to the point. No cute words, no exaggerated statements. Instead a price: just what visitors are looking for
Copy must be short, crisp and concise (come to the point as quickly as possible). Break down content so that it is easy to scan (use multiple heading levels, use visual elements and bullet points). Use plain and objective language (a promotion doesnt need to sound like advertisement; give your users some reasonable and objective reason why they should use your service or stay on your website)
7. SIMPLICITY
Make user interfaces simple and minimalistic. Complexity leads to confusing, overwhelming interfaces. Use only those features that are absolutely vital and necessary. Hide the complex features that you cannot get rid of altogether. Minimize visual noise. Reuse visual components whenever possible. Dont leave blank state blank.
8. WHITE SPACE
White space allows breathing space between two components. Not only does it help to reduce the cognitive load for the visitors, but it makes it easier to grasp the content presented on the screen.
9. VISIBLE LANGUAGE
Organize: Refers to providing a clear and consistent conceptual structure to the user. Economize: Refer to showing or offering range of functionalities with the least amount of cues and visual elements. Communicate: Refers to matching the presentation with the capabilities of the user. The user interface must keep in balance legibility, readability, typography, symbolism, multiple views, and color or texture in order to communicate successfully. Use max. 3 typefaces in a maximum of 3 point sizes a maximum of 18 words or 50-80 characters per line of text.
10. CONVENTIONS
Use of conventional designs dont necessarily make a website boring. Conventional design reduce the learning curve and the need to figure out how things work.
The TETO-principle should be applied to every web design project. This helps in tracking how the users react to the designs and interfaces and continue to improvise.
Usability is a potent weapon that can save your precious money, improve your competitive position and improve customer loyalty. Now is the time to invest in the research.
Thank you!