Veröffentlicht am: 17. August 2010

www.fuellhaas.com

What do I mean by this? Let’s go on the customer journey:

1) The first time visitor
The customer visits your site. He wants information about your products, prices, service and so on. He needs all this at his finger tips. Try to imagine all the potential questions a customer might have and make sure to answer them – and that those answers are easily accessible.

2) You are lucky
Your potential client has done all his online research and you are the lucky winner – that is why he is back. This usually happens not within the same day. So make sure that the returning customer is able to find the product again fast. In some instances it makes sense to offer a wish list or basket functionality.

3) The unlucky one
The product unfortunately did not get delivered properly. Or in the case of an insurance company – your client had an accident. So this is still the same website user but he again has totally different needs. He is rather likely upset right now and needs help and support fast. Make sure he can access it directly. And yes – in case the answer is a phone call – offering a real voice, without long waiting lines can increase the customer satisfaction and therefore the perception of your brand in many ways.

A good exampe offers Norwich Union. It is very easy to receive a free quote. In addition they offer the button “Existing Customers” on the upper right hand side where clients can “Make a claim”, “Manage their policy online” and much more.

Read the entire series:

Part 1: How to structure content
Part 2: How many navigation points
Part 3: Dynamic or static navigation
Part 4: Navigation and the customer life cycle
Part 5: Global Navigation

However, real life is not always that easy. Let’s look at some issues:

The seven point rule:
It is true and has been psychologically proven that the human brain best can recall 7 items and that the brain capacity after that becomes lower. This is certainly true for example shopping lists. However, from this also the rule: No more than 7 navigation items has been deducted.

Is it applicable? Yes and no.

It certainly makes sense to try to reduce navigational points and keep the navigational structure precise and clear.

However, what are some exceptions?

# Familiarity with a different structure in the “real world”:

For example news sites: Users are familiar with the categories of their daily newspaper such as news, entertainment, sports, weather etc. There it is advisable to retain the structure readers are familiar with.

# Simply too much content

Sometimes it also can help to add an additional top level item to avoid that the site will have too many navigational hierarchies.

# Linking to sub-sites

For example yahoo links to many sub-sites from its main portal and offers a link to view all other categories. This is another way to structure a huge amount many companies are following: Showing the main entries to everybody and adding an additional link to view all navigation items.

Read the entire series:
Part 1: How to structure content?
Part 3: Dynamic or static navigation
Part 4: Navigation and the customer life cycle
Part 5: Global navigation

Part 1: How to structure content
Part 2: How many navigation points
Part 3: Dynamic or static navigation
Part 4: Navigation and the customer life cycle
Part 5: Global navigation

First of all you need to define all the content:

1. your target group wants to know
2. is important for your business to be communicated

Then the crucial question is what will your target group be looking for? What are their expectations? Are there structures they are familiar with because all of the competitors are following a similar pattern?

There are several ways to structure content – By:

1. topic, genre, product groups
2. target group
3. activity
4. search patterns

1) Topic, genre, product group navigation
As the title implies – this makes mainly sense when you are selling products or services which can be grouped logically.

2) Target group navigation
This one is very helpful when you offer information that is of interest to particular target groups and the all need to find information fast and directly. You often see this on websites of major banks with navigation points such as:
Private Banking | Business Banking | Press | Investors | Jobs
Sometimes it is very helpful to offer this kind of entry on the homepage in case your main navigation is structured by topic. You see this rather often on university sites. See the two examples below:

3) Activity based navigation
This one is more prominent in software where often activities are more prominent than categories since users want to fulfil certain tasks.

4) Navigation based on search patterns
In case people might look in different ways for a product this navigational structure is suitable. It basically means that for example products in a gift store are searchable by price, by category and by gender.

Sometimes combinations of the above are the best approach. However, always make sure to label the categories precisely with a short verb and noun and avoid jargon and long labels.

1. Good product visualisation is crucial. Show the products from different angles, the front and the back and allow the user to zoom in. Show different colour versions. Close ups are especially important where the texture or surface of the product is important such as clothing or jewellery – make the product as tangible as possible. Let the user “touch” it.
2. The presentation on all the product detail pages should follow the same pattern throughout the site so that the user can learn your site and get accustomed to it.
3. The most important product details need to be in the visible area without having the user to scroll down.
4. This is also a great time for cross-selling: Show the customer what other users bought and make pro-active recommendations. It is better to make recommendations on behalf of the behaviour of other users than by yourself. Say: Customers who bought A also bought B instead of We recommend B for people who are interested in A.
5. The user needs to be informed about the availability of the product. (in case this has not happened on the overview page yet).
6. If your delivery times are much faster than business standards or much longer mention it.

One really good example is again Esprit.

Sizes, colours, product illustration including zoom and front and back images, addtional product information, availabilit, cross-seeling all is in place

Check out the entire series:
Part 1) Navigation and homepage
Part 2) Product overview
Part 3) Product detail page

To come:
Part 4) Search
Part 5) Check out process
Part 6) The shopping basket

Looking at their new homepage, I noticed three main points regarding usability and branding:

#1 Fast access to information on homepage

The main purpose of visiting a news Web site is usually to quickly learn about what is going on in the world or in the personal field of interest – for example sports. This means users want to be able to quickly scan the site and then pick an article.

It is exactly this which is impossible on the new BBC home page. Counting the visible news (at a 1024 resolution) entries on the home pages of major news sites today:

• BBC: 9 articles (not counting weather)
• CNN: 19 headlines
• NY Times: 18 headlines
• Yahoo: 14 headlines

Most other news sites make it much easier to get a quick overview.

When the user personalizes the homepage he can get up to about 12 visible entries without scrolling. However, studies have shown that usually only a small percentage of users make use of personalising a site. And why can the user not move the big picture on top; the one that is actually taking up most of the space?

Studies have shown that a minimum font size of 12 px and a bigger line spacing leads to the best results in reading efficiency and information transfer. So this is solved nicely on the new homepage. However, especially on the homepage there is too much unused space. For example the weather and blog quote are huge compared to the information they transfer.

#2 Accessing other topics via the homepage

In addition, the user has no chance to quickly access the topics provided by BBC. The user has to scroll to the end of the home page to find these:

These links are provided as a general navigation on almost every other news Web site. They allow easy and convenient access to the user’s field of interest. BBC offers those links also on all its subpages. Why not on the homepage?

For example Yahoo has solved those points on their homepage in a good manner: The navigation to the left with easy access to the main topics and lots of information in the content area.

#3 Visual consistency and branding

While the homepage looks like a clear attempt in trendy design with rounded corners, fading colours and light effects all the subpages have a totally different look and feel. They are flat 2 dimensional design, squared corners, no shading. What does BBC stand for?

Fulfilment of expectations
It happens rather frequently that websites are a direct reflection of internal company structures, since the website creators are themselves very familiar with the topics. As a result, internal needs and expectations are prevalent. Good usability assures that the site focuses mainly on the expectations and needs of your target groups and functions in accord with their habits regarding online behaviour.

High quality
Every website must achieve its intended purpose – providing information, entertaining, selling products, building a user community, etc. In each of those cases the user does not want to think about the interaction itself. The more intuitively a user can use the site, the better. If the site meets user expectations, a feeling of trust and quality is established. This is a great opportunity to distinguish the site from the competitor’s.

Increased retention time
The better the site’s concept caters to the target group and the more intuitively it can be used, the longer the user will stay. The focus is, for example, on how the user can be stimulated to look at further content on the site and on how fast central questions of the users are answered.

Higher interaction rate
Intensive use of a site is the result of a targeted structure as well as information and good interaction design. The site’s benefit is obvious to the user, and he can easily find valuable information. How quickly and how intense does the user get involved with your site? What are the incentives to visit the site again? How are interactive elements used?

Reaching a broader audience
By complying with certain design and publishing guidelines the website can reach a broader target group. The site will be accessible for the elderly as well as for the physically or visually impaired.

Joy of use
Over the last few years, the notion of “joy of use” has received increasing attention. It describes the degree of experienced joy of use of a site or software and indicates the personal satisfaction and motivation to interact.