© Simon Blanchard (essbee@netcomuk.co.uk). Version 2.0, last modified: 15 February 1998. 1,000 words, 5 pages A4. File format: HTML with 16 links. File size:15 kb.

Key Words: Usability; Web Design.

Abstract
This paper looks at why most users find the Web a frustrating experience. It argues that this is because the PC and the Web do not yet take sufficient account of users - who they are and what they want. It argues that most users want a Web site that:
 

1. has useful, timely and reliable content
2. is easy to look at and navigat
3. downloads quickly. 

1. good content
2. simple structure & design
3. fast downloading
4. regular up-dating
5. creative linking
6. clear authorship and feedback. 

1.The Personal Computer is not very user-friendly
The PC - the device most people use to access the Web - is still not easy to use. Anyone using a PC has to cope with software crashes, hardware failure, mouse bite and other hazards. Most people are using 14 or 15 inch monitors - a major cause of eye-strain and headaches. 

2.The Web is not very user-friendly
Typical problems with the Web and Web sites include:
 

• They are over ‘designed’ and lacking in useful content
• They are badly organised and confusing to navigate
• They take too long to download

Of course, web-users vary: by age, income, gender, nationality, and so on. But, despite a lot of important sociological differences, they all tend to relate to the Web in certain common ways. Most surfers:

• Do not have a high-speed Net connection. Most people log on at 28k or 33k. At this speed, the Web is slow.
• Do not have a large monitor.
• Regard the Net and the Web as information utilities. The best metaphor is the telephone, not TV.
• Consider their time and attention as very valuable.
• Have zero tolerance for commercial hype and promotional verbiage.

• In a hurry and have short attention-spans
• Want to be treated with respect & courtesy
• Want high levels of choice & customer service

•  Has useful, timely and reliable content
• Is easy to look at and navigate
• Downloads quickly

What Users Get - Common Design Problems
Because many Web sites are driven by the designer and other ‘creatives’ they tend to go for flash over substance. This results in what could be called ‘MTV Syndrome’ in Web design. Both Jakob Nielsen and Eric Raymond have done papers that list the typical markers for this sort of Web site. The list includes:
 

• Pointless use of ‘bleeding edge’ technologies (3D etc)
• Animations, blinking text & other moving elements
• Frames
• Complex & hard to remember/type Web addresses
• Inadequate navigation cues within the site
• Long chunks of badly structured text
• Lots of outdated content
• Garish colours & backgrounds
• Superfluous hit-counters, ‘best viewed in Netscape’ logos, etc
• Lots of gratuitous photos and graphics

Web Sites That Work - A Few Basic Principles
In contrast, the key markers of a good site are:

1. Good content
Having something interesting and relevant to say is the key to a good web site. Good content also needs to be well written and structured. Research shows that most users scan pages - they don’t read every word. Chunks of text need to be short and direct, with informative titles and sub-headings. The general injunction against professional jargon, promotional waffle and in favour of lively Plain English applies to the Web just as much as it does elsewhere.

2. Simple structure & design
Good web design is minimalist and unobtrusive. The design is there to support and help the content - not the other way round ! Remember that ‘Less Is More’. Colour should be used sparingly, text should not be in tiny point sizes, wacky fonts or low-contrast
colour combinations.

3.  Fast to download
A user-friendly site is not loaded with lots of bandwidth-guzzling graphics, pictures and other widgets. This means it will load quickly even over a slow modem. Research indicates that most users will not wait more than about 10 seconds for a page to arrive. Fast download times tell the visitor that the site cares about them, and recognises that their time is valuable. When pictures and graphics are relevant the file sizes are kept small, and the user is warned what’s coming.

4. Regular up-dating
The Web is a dynamic medium. Things happen, and the Web is a way to keep in step. Web sites need regular feeding & watering or they become tired and out of date.

6. Clear authorship and feedback
Web users want to know who is talking to them. Good sites make it clear who is responsible for the pages, and provide visitors with the chance to offer feedback - by email, and by other means if appropriate.

FURTHER SURFING/READING

Jakob Nielsen
This paper draws heavily on Jakob Nielsen’s AlertBox columns, all of which are on his website. There is a good recent profile of Nielsen in the October 98 issue of the US business magazine ‘Fast Company’. The Swedish e-zine Art-Bin published a wide-ranging interview with him, covering many of his key arguments.
 

Usable Web
A well-organised collection of over 400 links and sources on web design, usability, user testing, etc.
 

All Things Web
Terry Sullivan’s guide to usable websites.
 

Donald Norman
The best discussion of why the PC is not user-friendly is in Donald Norman’s book ‘The Invisible Computer’ (MIT Press 1998). See especially Chapter 4 ‘What’s Wrong With The PC ?’.