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Make it all about the user

Reprinted from The Triangle TechJournal

Whether considering an initial Web investment or a redesign of an existing Web initiative, a crucial step in your process should always be to address the key components that help to create a positive user experience. These components include: Copywriting, Information Architecture, Interface Design, Information Design, Workflow, and Cross-platform Compatibility.

Copywriting

Copywriting is, in its most basic form, your salesman, your customer service representative, your PR person, and in many instances, your opportunity to make a first impression. You aren't there to speak with the user so your copy must do it for you. It must answer questions and provide information - and above all, it must be useful. Many sites make the mistake of transferring their print material to the Web without making any adjustments for the medium. You wouldn't read your product catalog aloud to record a radio ad; likewise, realize that the Web is a unique medium and create your site's content with that in mind. In addition, it's rare to find marketing copy that is truly informative, detailed and relevant, three attributes that users demand in online content. So cut the “fluff,” and give your users content they can really use. Still asking yourself how much copy matters? Forrester Research found that 75% of consumers choose to return to a site because of its high-quality content.

Information Architecture

Forrester Research also found that 66% of users choose to return to a site because of its ease-of-use. Information architecture techniques ensure the creation of organizational and navigational structures that help users quickly and efficiently locate information. An information architect can look closely at and make recommendations about: your site or application's navigation and labeling, the arrangement of information, the accessibility of information, the hierarchical structure, and the number - and meaningfulness - of clicks needed to complete an objective. Focusing on the information architecture of your site or application ensures that users will have a more positive user experience each and every time they use it.

Interface Design

Interface design means more than making a site “look pretty.” It is about answering the questions “does this interface meet the users' needs?” and “does this interface adhere to the standards and styles defined for the site or application?” Make sure that your Web initiative includes a professional design team that is able to leverage experience and expertise to improve user experience. Composition and layout, images, fonts, type treatments, white space, color, and screen resolution all support the goal of clearly conveying information. On the backend, optimization of graphics and clean, elegant coding means quicker downloads for graphics, documents, and applications.

Information Design

The challenge of information design is to organize information in a way that is useful and meaningful for the users of the system. Solid information design means making sure users have visual cues for understanding the information presented to them. Visual focal points, clear visual hierarchies, adherence to conventions, and clearly defined information areas all aid in the comprehension of content. In addition, making it clear what's “clickable,” in a consistent way, is an important - but often overlooked - element of information design. Typically, information architects and visual designers work hand-in-hand to build positive user experience through information design.

Workflow

At some point in your job, maybe you have used - or even created - a flowchart. If so, then you already know a lot about workflow diagrams. Workflow diagrams look a lot like flowcharts - they are full of decision points, linear paths, and exit points. For certain high-impact and/or complex tasks, such as a sales automation tool, an end-to-end loan application, or a corporate-wide content management system, a user experience specialist diagrams the workflow. Close examinations of such workflows is widely warranted, and could lead to sizeable improvements in user experience.

Cross-platform Compatibility

The concept is basic: You want your application or site to work properly and effectively - no matter who's using it. While it's true that there are really only two browsers to contend with on the desktop (Internet Explorer and Netscape Navigator) and that Windows currently dominates the desktop operating system market, visitors may be viewing your site or product on other devices, including mobile phones, PDAs, and screen readers. With experienced, knowledgeable developers on your team, you can be confident in your site or application's cross-platform compatibility.

Planning and implementing a Web initiative with a focus on the preceding areas leads to greater user satisfaction and a better overall impression of your company. And delighted users are both better customers and more productive employees. A usable, useful site means your users achieve their goals and leave your site feeling good about your company. Basically, a satisfying user experience communicates: “We value your attention and respect your time.”

Published: January 21, 2005