Optimizing the User Experience

Andy King, author of Speed Up Your Site: Web Site Optimization, classifies “web site optimization (WSO) as the “process of optimizing web site size and complexity to maximize speed.”

Web design is the “look and feel” of a site, and the paths users take through a site to meet their objectives. When used effectively, it can facilitate and encourage efficient and effective human-computer interactions, and reduce the user’s workload by taking advantage of the computer’s capabilities. Websites should fulfill the following criteria:

· Display information in a directly usable format that does not require conversion by the user.

· Organize content so it is highly intuitive.

· Make task sequences consistent with how users do their work

o Do not require them to remember information for more than a few seconds.

o Use terminology that is readily understandable.

o Do no overload them with information (Short and sweet, less is more…)

· Do not require users to wait for more than a few seconds for a page to load.

· While waiting, supply with appropriate feedback.

· Make information easy to print.

· Do not “push” unsolicited windows or graphics to users.

2:1 Display Information in a Directly Usable Format. It is best to display data in a manner that is consistent with the standards and conventions most familiar to users, and does not require conversion by the user.
For a multinational Web audience, provide information in multiple formats or give the user the ability to select their preferred formats (i.e., centigrade and Fahrenheit for temperatures, and the 12-hour clock for American audiences and the 24-hour clock for European audiences).

2:2 Do not Display Unsolicited Windows or Graphics (i.e., pop ups). They are annoying and distracting when the user is focusing on completing their original activity. [Make action result of clickable choices that help to explain functionality].

2:3 Provide Assistance to Users. This is especially important if the website was designed for inexperienced users or has many first time users. It was found that on one website designed for repeat visitors more than thirty-six percent were actually first time visitors. A special link was prepared that allowed new users to access more information about the content of the site and its navigation.

2:4 Provide Printing Options. Provide a link to a complete printable or downloadable document if there are Web pages, documents, resources, or files that users will want to print or save in one operation. Users may prefer to read text from a paper copy, to make notes on the paper, or are worried that the information may be unavailable at a later date.
For example, the “Print Friendly” link that opens a new browser window that allows the user to choose the sections of the document they wish to print.

2:5 Standardize Task Sequences. Allow users to perform tasks in the same sequence and manner across similar conditions (i.e., location of additional information in right-side callout boxes, left-side navigation.

Drop-down boxes for date selection are consistent across the site, but one page places calendars in ‘pop-up’ windows, whereas other pages show the calendars. This can be confusing to the user.

2:6 Minimize Page Download Time. The best way is to minimize the number of bytes per page.

2:7 Warn of Time Outs. Let users know if a page is programmed to ‘time out,’ and warn users before time expires so they can request additional time.

2:8 Reduce the User’s Workload. Allocate functions to take advantage of the inherent respective strengths of computers and users. Let the computer perform as many tasks as possible, so that users can concentrate on performing tasks that actually require human processing and input.
For example, when looking to buy a house, users will know the value of variables necessary to calculate a monthly payment, but are incapable of quickly calculating it themselves.

2.9 Use Users Terminology in Help Documentation. There is varied understanding among users as to what many website features are called, and in some cases, how they are used (i.e., breadcrumbs, changing link colors after they’ve been clicked, the left and right panels on the homepage, tabs at the top of many homepages, and search capability, navigation bar, and left-side navigation).

2:10 Provide Feedback When Users Must Wait. If the process takes:

· Less than ten seconds an hourglass could be used.

· Up to sixty seconds or longer, a process indicator that shows progress toward completion is useful.

· Over one minute, provide an auditory signal when the process is complete. Especially useful for the user who becomes involved in other activities while waiting.

2:11 Inform Users of Long Download Times. Indicate to users the time required to download an image or document at a given connection speed. Providing the size and download time of large images or documents gives users sufficient information to choose whether or not they are willing to wait for the file to download. You could give them a choice between file formats (video, PDF, zipped files) and download time.

2:12 Do Not Require Users to Multitask While Reading. For example, do not require users to look at the information on one page and remember it while reading the information on a second page.

2:13 Design for Working Memory Limitations. Do not require users to remember information from place to place on a website. If users must make comparisons, it is best to have the items being compared side-by-side so that users do not have to remember information on different pages.

2:14 Develop Pages that Will Print Properly. This has much to do with the web design since websites can be designed where this would be a problem with 8.5 x 11 paper size, and most people will not change the printing layout to horizontal to accommodate wider design settings.

The Bottom Line

To optimize the user experience, it is important to follow the above recommendations, and to maximize site usability by making the site easy to learn, straightforward location of information, simple to use on initial and return visits, and error free whenever possible. Most importantly, the site should be pleasant to use, so that users are subjectively satisfied when using it and feel comfortable returning to it.