2. Match between system and the real world
The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order. (Nielsen, 1994)
The average web surfer is not necessarily familiar with technical jargon, and so any written communication should be accessible to all users operating on all levels. Web designers should present information about links that do not work or dialog errors in “plain-speak” language. (Greenberg, 2003)
3. User control and freedom
Users often choose system functions by mistake and will need a clearly marked "emergency exit" to leave the unwanted state without having to go through an extended dialogue. Support undo and redo. (Nielsen, 1994)
Users must have the ability to find what they are looking for easily. A good navigation system allows users to plot a course through any web site in a controlled manner.
According to Vincent Flanders, author of Son of Web Pages that Suck, navigation bars must be easy to find. “If your visitors can’t find your navigation, then they can’t find what they’re looking for; and if they can’t find what they’re looking for, you’re going to be out on the street selling newspapers.” (2002, pg 155)
4. Consistency and standards
Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform conventions. (Nielsen, 1994)
Web designers must conform to standard language and design conventions to maximize familiarity for users. (Greenberg, 2003)
5. Error prevention
Even better than good error messages is a careful design which prevents a problem from occurring in the first place. (Nielsen, 1994)
Nothing turns a user off faster than annoying pop-up dialog boxes. These can be especially off-putting when they occur in the middle of a purchase. (Greenberg, 2003)
6. Recognition rather than recall
Make objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate. (Nielsen, 1994)
Web designers should not force users to remember information from one screen to another. Rather, each page should subtly instruct the user on their options. Designers have to make subsequent actions clear and intuitive. (Jeffries, R., 1991)
7. Flexibility and efficiency of use
Accelerators -- unseen by the novice user -- may often speed up the interaction for the expert user such that the system can cater to both inexperienced and experienced users. Allow users to tailor frequent actions. (Nielsen, 1994)
Websites should provide a flexible and efficient interface. Experienced users of a site may wish to gain quicker access to common functions. (Greenberg, 2003)
8. Aesthetic and minimalist design
Dialogues should not contain information that is irrelevant or rarely needed. Every extra unit of information in a dialogue competes with the relevant units of information and diminishes their relative visibility. (Nielsen, 1994)
Additionally, superfluous design elements often increase the file size of a web site, causing the pages to load slower. Users are unwilling to wait for slow web sites when
there are so many online vendors available. It is imperative that web designers streamline their images and code to ensure immediate load times. (Greenberg, 2003)
9. Help users recognize, diagnose, and recover from errors
Error messages should be expressed in plain language (no codes), precisely indicate the problem, and constructively suggest a solution. (Nielsen, 1994)
For instance, if a user mistakenly left a required field blank when paying for a product, the interface should clearly inform the customer that he needs to fill in the specified field before he can proceed. (Greenberg, 2003)
10. Help and documentation
Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large. (Nielsen, 1994)
The website must give users clear instructions on how to use the system. These instructions should be subtle and non-intrusive. For instance, a site map is a useful function that allows users to navigate a web site efficiently according to what he might be looking for. There has to be an integrate instructions on using a particular function into the same page and not in a separate place. A customer is more likely to get lost if he is jumping from page to page looking for help. (Dykstra, 1993)
The usability of a web site is the most important aspect of any online business, yet is often also the most neglected. Jakob Nielsen, usability expert, asserts, “…it’s easy to turn to another supplier in the face of even a minor hiccup. Only if a website is extremely easy to use will anybody bother staying around.” (Nielsen, 2000)
Usability ensures that the people who surf your web site can use it easily, effectively, and efficiently. Web sites must be easy to navigate and contain intuitive interfaces, or users will simply leave. Efficient and usable web sites are especially important because the cost of leaving for an online customer is so low.
Bibliography
-
Dykstra, D. J., A Comparison of Heuristic Evaluation and Usability Testing: The Efficacy of a Domain-Specific Heuristic Checklist, 1993
-
Greenberg, D., Web Design - Evaluating Your Online Business, May 2003
-
Jeffries, R., User interface evaluation in the real world: A comparison of four techniques, 1991
-
Molich, R., and Nielsen, J., Improving a human-computer dialogue, Communications of the ACM 33, 1990
-
Nielsen, J., Website Usability, 2000
-
Kahn and Prail: Formal Usability Inspections: 1993, pg 170
