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Overly
literal search engines reduce usability in that they're unable to handle
typos, plurals, hyphens, and other variants of the query terms. Such search
engines are particularly difficult for elderly users, but they hurt everybody.
A related problem is when search engines prioritize results purely on
the basis of how many query terms they contain, rather than on each document's
importance. Much better if your search engine calls out "best bets"
at the top of the list -- especially for important queries, such as the
names of your products.
Search is the user's lifeline when navigation fails. Even though advanced
search can sometimes help, simple search usually works best, and search
should be presented as a simple box, since that's what users are looking
for.
PDF Files for Online Reading
Users hate coming across a PDF file while browsing, because it breaks
their flow. Even simple things like printing or saving documents are difficult
because standard browser commands don't work. Layouts are often optimized
for a sheet of paper, which rarely matches the size of the user's browser
window. Bye-bye smooth scrolling. Hello tiny fonts.
Worst of all, PDF is an undifferentiated blob of content that's hard to
navigate.
PDF is great for printing and for distributing manuals and other big documents
that need to be printed. Reserve it for this purpose and convert any information
that needs to be browsed or read on the screen into real web pages.
Not Changing the Color of Visited Links
A good grasp of past navigation helps you understand
your current location, since it's the culmination of your journey. Knowing
your past and present locations in turn makes it easier to decide where
to go next. Links are a key factor in this navigation process. Users can
exclude links that proved fruitless in their earlier visits. Conversely,
they might revisit links they found helpful in the past.
Most important, knowing which pages they've already visited frees users
from unintentionally revisiting the same pages over and over again.
These benefits only accrue under one important assumption: that users
can tell the difference between visited and unvisited links because the
site shows them in different colors. When visited links don't change color,
users exhibit more navigational disorientation in usability testing and
unintentionally revisit the same pages repeatedly.
Non-Scan able Text
A wall of text is deadly for an interactive
experience. Intimidating. Boring. Painful to read.
Write for online, not print. To draw users into the text and support scan
ability, use well-documented tricks:
• subheads
• bulleted lists
• highlighted keywords
• short paragraphs
• a simple writing style, and
Fixed Font Size
CSS style sheets unfortunately give websites the power
to disable a Web browser's "change font size" button and specify
a fixed font size. About 95% of the time, this fixed size is tiny, reducing
readability significantly for most people over the age of 40.
Respect the user's preferences and let them resize text as needed. Also,
specify font sizes in relative terms -- not as an absolute number of pixels.
Page Titles with Low Search Engine Visibility
Search is the most important way users discover websites. Search is also
one of the most important ways users find their way around individual
websites. The humble page title is your main tool to attract new visitors
from search listings and to help your existing users to locate the specific
pages that they need.
The page title is contained within the HTML <title> tag and is almost
always used as the clickable headline for listings on search engine result
pages (SERP). Search engines typically show the first 66 characters or
so of the title, so it's truly micro content.
Page titles are also used as the default entry in the Favorites when users
bookmark a site. For your homepage, begin the with the company name, followed
by a brief description of the site. Don't start with words like "The"
or "Welcome to" unless you want to be alphabetized under "T"
or "W."
For other pages than the homepage, start the title with a few of the most
salient information-carrying words that describe the specifics of what
users will find on that page. Since the page title is used as the window
title in the browser, it's also used as the label for that window in the
taskbar under Windows, meaning that advanced users will move between multiple
windows under the guidance of the first one or two words of each page
title. If all your page titles start with the same words, you have severely
reduced usability for your multi-windowing users.
Taglines on homepages are a related subject: they also need to be short
and quickly communicate the purpose of the site.
Anything That Looks Like an Advertisement
Selective attention is very powerful, and Web users have learned to stop
paying attention to any ads that get in the way of their goal-driven navigation.
(The main exception being text-only search-engine ads.)
Unfortunately, users also ignore legitimate design elements that look
like prevalent forms of advertising. After all, when you ignore something,
you don't study it in detail to find out what it is.
Therefore, it is best to avoid any designs that look like advertisements.
The exact implications of this guideline will vary with new forms of ads;
currently follow these rules:
• banner blindness means that users never fixate their eyes on anything
that looks like a banner ad due to shape or position on the page
• animation avoidance makes users ignore areas with blinking or
flashing text or other aggressive animations
Violating Design Conventions
Consistency is one of the most powerful usability principles: when things
always behave the same, users don't have to worry about what will happen.
Instead, they know what will happen based on earlier experience. Every
time you release an apple over Sir Isaac Newton, it will drop on his head.
That's good.
The more users' expectations prove right, the more they will feel in control
of the system and the more they will like it. And the more the system
breaks users' expectations, the more they will feel insecure. Oops, maybe
if I let go of this apple, it will turn into a tomato and jump a mile
into the sky.
Opening New Browser Windows
Opening up new browser windows is like a vacuum cleaner sales person who
starts a visit by emptying an ash tray on the customer's carpet. Don't
pollute my screen with any more windows, thanks (particularly since current
operating systems have miserable window management).
Designers open new browser windows on the theory that it keeps users on
their site. But even disregarding the user-hostile message implied in
taking over the user's machine, the strategy is self-defeating since it
disables the Back button which is the normal way users return to previous
sites. Users often don't notice that a new window has opened, especially
if they are using a small monitor where the windows are maximized to fill
up the screen. So a user who tries to return to the origin will be confused
by a grayed out Back button.
Links that don't behave as expected undermine users' understanding of
their own system. A link should be a simple hypertext reference that replaces
the current page with new content. Users hate unwarranted pop-up windows.
When they want the destination to appear in a new page, they can use their
browser's "open in new window" command -- assuming, of course,
that the link is not a piece of code that interferes with the browser’s
standard behavior.
Not Answering Users' Questions
Users are highly goal-driven on the Web. They visit sites because there's
something they want to accomplish -- maybe even buy your product. The
ultimate failure of a website is to fail to provide the information users
are looking for.
Sometimes the answer is simply not there and you lose the sale because
users have to assume that your product or service doesn't meet their needs
if you don't tell them the specifics. Other times the specifics are buried
under a thick layer of marketese and bland slogans. Since users don't
have time to read everything, such hidden info might almost as well not
be there.
The worst example of not answering users' questions is to avoid listing
the price of products and services. No B2C ecommerce site would make this
mistake, but it's rife in B2B, where most "enterprise solutions"
are presented so that you can't tell whether they are suited for 100 people
or 100,000 people. Price is the most specific piece of info customers
use to understand the nature of an offering, and not providing it makes
people feel lost and reduces their understanding of a product line. We
have miles of videotape of users asking "Where's the price?"
while tearing their hair out.
Even B2C sites often make the associated mistake of forgetting prices
in product lists, such as category pages or search results. Knowing the
price is key in both situations; it lets users differentiate among products
and click through to the most relevant ones.

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