It seems today that there are 2 main schools of thought when defining good web design. Those designers following Jakob Nielsen come from a strict usability standpoint in which efficiency, functionality and effective presentation of information reign supreme. In turn, there are designers that follow a purely aesthetic group which focuses on sexy graphics and slick animations. Why must designers get caught up in one train of thought in which they totally ignore the other?

Design is all about communication. Elements and functionality of a finished site should work as a cohesive unit so that;

1. Users recognize each page as belonging to the site
As I've spoken about before, even if there is a dynamic difference in the layout between the homepage and the rest of the site, a cohesive theme or style should exist across all pages of a site to hold it together. This could be as simple as a site ID, color scheme or logo placement.

2. Uses are pleased by the design, but stay for the content
Usability experts will tell you that one of the most important aspects of your site is the amount of time it takes the user to scan and find the information they want. The easier it is for the user to find their information, the better the likelihood that they will return. Therefore, design should not be a obstacle, but rather it should act as a channel between the user and the information. Content is king!

3. Users can easily move about intuitively through your navigation
The main navigation block, wherever it may reside on your page, (I won't divulge deeper on the theories of navigation unless there is a need or want) should be clear and visible on the page and each link should have a descriptive title. Navigation should change appearance on mouseover and also indicate the active page once clicked.

Additional Resources:
Line Leaves courtesy of chinup

A List Apart - For People Who Make Websites
Most Inspired Website Gallery
The Best Designs - Web Gallery
Smashing Magazine

Tags: Design, Web Usability, Bob Hazlett

In a recent survey, 56% of U.S. and U.K. online retailers indicated that their overall sales conversion rates increased over the past year simply by adding product reviews to their site. Giving customers a voice can really pay dividends. 77% indicated that their site traffic increased (along with better search engine optimization) and 42% found that average order value increased because of the reviews.



How do you improve customer retention and loyalty? Do you customers have a voice? If that's hard for you to answer, go to Google and search for terms such as "I love", "I hate", "I like", "I didn't like" including your brand in the query (i.e. " I love One Half Amazing"). If they're not venting on your site, then it's probably coming out in public.



Additional Resources:
eMarketer - Customer Reviews Increase Web Sales
Church of the Customer Blog

Tags: Community, Customers, Web Usability, Bob Hazlett

As you design and layout your web site (or look at your current one) ensure that it contains 5 essential elments. These paramount pieces help the user navigate the site with ease, give them confidence and increase the likelyhood that they return.

1. Site Logo - Maintain a site ID or distinguishing feature that remains consistent across all pages. Your home page may differ somewhat from your secondary pages only because it serves a much larger purpose. A consistent site logo on all pages is a subliminal message to the user that they are within the same site as they browse your content.



2. Search Function - Their are a few dominate ways that users use the web; one of which are search dominant users. These users initially search for information upon visiting a site before exploring further. Ensure that your site gives these users a way to search with either a search box or a link to a search box. Don't confuse the user by using terms such as find, keyword or quick find. It may make sense to your or me, but there may be a hint of doubt on the actual meaning of these terms to some users. Stick with the term "search" only.

3. Sections - Permanent navigation that corresponds and links to the main sections of your site. Navigation should be consistent and prevelent on all pages of your site.

4. Utilities - Utilities are those critical elements to a web site's functionality that don't necessarily add to the site's content or sections. Examples include sitemap, about us, contact us and help. Utilities should be limited to 4 at most.


5. Home Button and "You are Here" indicators - A home button gives the user a safe feeling that if they linger off they can always return to where they started. Each page should have a home button as well as the Site logo linking back to the home page. "You are Here" indicators are navigational tools that allow the user to know what page or section of your site they are on at any time. "You are Here" indicatiors almost act as a GPS for your web site. As your car's GPS continually updates you on your progress as you travel, so do these indicatiors. They give confidence to the user that they can successfully find the information they are looking for and that your site isn't as big as it seems from the outside (even though it really may be). Breadcrumbs are a subtle example of this, but I would recommend that additional indications are present on your site as well.



Additional Resources:
Jakob Nielsen Useit.com - Web site usability and web design
Don't Make Me Think - Steve Krug

Tags: Web Usability, Design, Bob Hazlett