The Emperor's New Web Site
By Eric M. Schaffer, Ph.D.,
C.P.E. and John Sorflaten, Ph.D.,
Human Factors International
Remember the story-book emperor
who sought a new set of clothes and then bravely
paraded the street with his noveau trousseau for all to view? Most of the citizens
succumbed to the hype and told the emperor they viewed what he wanted them to
see--the new clothes. However, to a few, the clothes were literally "unsightly"
(to coin a phrase)--they saw nothing on the king but a grin.
I'm pointing out that "viewability" on a Web site may not imply "usability."
Real Websters know the difference. For example, a recent Web-mag cartoon shows
a puzzled "visitor" in front of a store front. A sign says "Come on in." However,
the visitor fails to see any door. It's obscured by the Las Vegas pizzazz
and animatronic geegaws soliciting attention willy-nilly. Have you seen such
Web sites?
This picture captures the dilemma facing all Web Marketers: visibility versus
usability. Attention-getting design often detracts from easy access to the
site content. Like the emperor's new clothes, what you see AIN'T what you
want to get!
Check out the design your Web site contractor gives you. Here's a list of
"four invisibles" to avoid.
- Avoid invisible text.
Well, web site drama demands a unique, one-of-a kind statement. Right? But
why sacrifice readability? Keep your text visible…
- Create stand-out text. Avoid intricate background
textures or pictures that obscure the text.
- Provide high contrast between text and background.
Remember that what looks good on your designer's Macintosh screen may
still appear "murky" on a PC monitor. They have different contrast ratios.
- Use a "flat" color scheme for text and background.
Check out red text on blue background! Yuk! Red "floats" on saturated
blue and is hard to read. We see it all the time. Avoid such eye-straining
effects.
- Avoid invisible purpose.
Movement is great--in living organisms. We like to see that our kids are
alive and kicking. But too much Active X, Future Splash, and Java mumbo
can distract.
Here's the REAL question: Does the animation fit your site's purpose,
or obscure it? One example of useful animation is a site advertising a
cellist's services. The site showed an animated cellist, with audio reinforcement.
It works.
Animation triggers a reflex response from the eye. Readers are literally
forced to look at it. Therefore, avoid gratuitous movement because it
detracts from the other elements you want seen. Question that marquee
and rotating button. Question authority!
- Avoid invisible buttons.
Button down the hatches. Button up your lips. Button your shirt or blouse.
Wait--buttons let you LINK to another page, but can you tell? Is it a navigation
button, or is it a just a picture (we call them "emblems")? Solution: don't
let emblems and buttons look the same. Differentiate them clearly. Tip:
use buttons with 3-D shadows to invite the user to click. And avoid emblems
with 3-D shadows, too.
- Avoid invisible assumptions.
The BIGGEST challenge of all. Flush out invisible assumptions with usability
testing. Try out your web design on people similar to those you hope
will visit your site. Test it during the conceptual phase, before you make
an emotional commitment to your HTML and graphics investment. Test it during
the construction phase as well.
Tip:
DON'T explain how the site works to your subjects. Give your subject a task
(e.g., "Try to buy X from the site"). Invite them to "Please think
out loud as you accomplish the task and tell me what you are thinking when
you get stuck." Most important of all, indicate that they are not being
tested themselves. Instead, they are helping you test your site! Be willing
to wait and listen when they get stuck. Write down the problems. Then redesign.
Do it again, with new subjects, until your site passes the test.
That's it for now. Notice that our ending parallels
the moral of the emperor's new clothes story. Invite the truth. Don't
pressure your friends, family, and employees to give you what they think you
want to hear. Set up an honest test with the ground rules mentioned above.
Consider paying your subjects an honest hour's wage to tell it like it is!
You'll get your money's worth. 
Human Factors International, Inc.
P.O. Box 2020
Fairfield, IA 52556
Tel: (800) 242-4480 or (515) 472-4480
Fax: (515) 472-5412
To learn more ...
Check out these sites for more tips on usability:
The
Authors
Dr. Eric M. Schaffer is President
of Human Factors International, Inc. He has taught over 400 on-site courses
at companies such as AT&T, IBM, EDS, Continental Insurance, Ford Motor Company,
Ameritech, and National Westminster Bank. During the past 20 years, Eric has
developed clear-cut approaches to the rapid development of corporate screen
design standards and architectures.
Dr. John Sorflaten
is a Project Director and interface designer at Human Factors International,
a leading consulting firm in software usability. John specializes in corporate
web design and web standards, as well as graphical user interface design.
A Certified Professional Ergonomist, John will teach "How to Design Usable
Web Sites" in Indianapolis, June 22-24. The class provides experienced and
novice Websters knowledge they need to create and/or evaluate web designs
for easy usability.
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