Web design basics
I was recently chatting to [no name mentioned] about a new and exciting project they are working on. They seemed really keen to hear what I had to say about it so I offered my services by inviting them to send me the home page design so that I could cast my beady UX eye over it.
As planned the home design arrived in my inbox. But before opening the design I stopped for a minute to ask myself a couple of important questions relating to the page's objectives - the how and why - with little understanding of the subject matter.
I drafted a hypothesis listing three key functions I thought the home sought carry out.
- Help users quickly understand what the website is about and how it works (Understanding),
- Give users a reason to provide their contact (email address) to receive alerts when new matching listings were published (Action) and
- Encourage users to explore the website further. (Engagement)
I finally opened the design and to my surprise it seemed to fail at all the functions I'd hypothesised about. Instead it was blatantly clear the website was confused about its aims and objectives and was in need of some work to make it more effective.
With little time and effort I turned to a couple of techniques to provide some help before the design is implemented.
- I did a quick and dirty guerrilla expert review,
- I generated a 'where do you go to...' click test, exploring the 'Action' function and
- I drafted some notes and sent my comments and suggestions via annotated report.
I focused on three main problems:
- Usability of the key search control,
- Call to action usability and design and
- Overuse and repetition of content that may confuse users and add unnecessary clutter to the page.
Is there a moral to this post? No, not really, other than to say that it still amazes me how many people use lack of time and money as an excuse for basic design and usability shortcomings.

