Good Design But Poor Usability!
This is an age-old question but asked in a new context, namely the Internet . So which is most important – style (design) or substance (usability)? Well it seems that both are equally important to web users. Design and usability both play a major part in the user experience on a website so both are vital to the site’s success. The Impressions and Interactions stage of website use are the times when design and usability respectively are most critical.
Impressions – when design matters most
A user first arriving on a website uses the design styling of the site to form their initial impressions of the company behind that site. If the website looks professional then there is an assumption that the company behind it is also professional. Use of symbols of trust (well-known brand names, secure payment logos etc) help to instill a sense of well being in the user. Crisp images that were professionally designed and stylish text all add to the aesthetic appeal for the users.
These judgements are made in seconds or minutes at most before the user has attempted to actually perform any tasks on the website or during the early stages of exploring the website. If impressions are good then the user will proceed to the next stage of Interaction with the website. If impressions are poor then there is a high probability your users will just abandon the site and never discover just how easy to use your site is.
Interactions – when usability matters
The Interaction stage is when the user tries to use the site to perform a task – they attempt to interact with the website. Perhaps they want to book a flight, or buy a DVD or make a hotel reservation. This is where the website usability becomes crucial. If the user has formed a positive impression of the site and deems them worthy of their attention and their business they now have high expectations. They may even be a little forgiving of usability issues to begin with (after all, this is a good site run by a good company) but this will wear off quickly. No matter how stylish or professional your website appears, if it is difficult to use then the users will leave and you will lose their business.
So what does this mean for websites?
The design and the usability of your website are both important. In my experience having good usability does not have to mean bland, boring and unappealing design. Here are some examples of where good design goes hand-in-hand with good usability.
- Simple legible text broken down into ‘bite sized’ chunks – looks better on the page and supports how users scan, instead of read, webpages.
- Use of white space to separate page elements – visually appealing and aids usability.
- Optimised graphics – faster download speeds for users but not necessarily reduced image quality when optimised correctly.
- Coloured navigation menus – use of colour is visually appealing (when colours are not too garish) and can serve as useful aids to highlight navigation areas of the website.
- Uncluttered design – designers generally prefer clean and uncluttered interfaces and so do usability experts. Busy websites generally look awful and distract the user and prevent them from easily spotting where they should go next.
I could keep going all day but you get the idea. Good design and good usability are important and aren’t mutally exclusive. Include both in your website projects and you are on track to have a top-class web presence.
