Chapter 2 - How We Really Use the Web

[Diamond Website Conversion]

In this chapter some facts about how people actually use the internet are presented. The first fact is that most people don’t actually read web pages. Most of us are on a given web site looking for something in particular, so we don’t read (or even notice) all the details. Rather than read, most people scan a page looking for links with keywords specific to their actual interests.

The next fact continues from this premise—people are in a hurry, so rather than scanning the entire page and choosing what seems like the best option they will likely choose the first reasonable one. The last fact is that people don’t figure out how to do something (or look for instructions), we would rather muddle through. When we find a method that works, we are unlikely to change it or keep looking for a more efficient method.

These facts illustrate some imperatives for good website design. A page should not have too much text (which is unlikely to be read anyway), or too many similarly-worded links (which would lead people to click the wrong one). Also, a good page should be easy to navigate so that the muddling doesn’t take too long or get too frustrating.

Look at your homepage and get a general idea for how a first-time visitor might try to navigate from it. Is the next place to click self-evident for even the newest web users? What on your page might lead them into trouble?

[Shelby]

I got a reminder of how many bad websites there are when I recently watched the video "The Story of Cosmetics" http://www.youtube.com/watch?v=pfq000... and was disturbed by the unhealthy chemicals that are used in many of the products we use. After watching the video I wanted to find some all-natural beauty products. After doing some Google searches I was so surprised to see how bad the websites were despite the fact that they are selling products that are good for me. Their sites did not match the value of their products. I clicked away every time instinctively. They are leaving so much "money on the table" by having horrific unnavigable sites. I was tempted to email them and let them know.

[Hope]

I think that it's hard to take a step back and realize that you aren't just designing something to showcase your product/abilities/etc. A good designer needs to know that the main purpose of the design is to make it easy for first time visitors to find what they're looking for. While that's an easy thing to say, we all know that it is in fact quite difficult to try and "walk a mile in somebody else's shoes." After all, if it were easy and straightforward, we wouldn't have that phrase fossilized into our language.

I thought about when I was first learning to navigate this very website--goodreads. It confused the life out of me that instead of the "Login" options having precedence on the page, the "Signup" form was right in the middle of the largest frame. I got quite frustrated, and I hadn't even gotten anywhere yet! I feel like that's the worst time to confuse your audience, because they haven't gotten committed to the website yet and it's pretty easy for them to cut their losses and go.