With the growing popularity of Digital Marketing, driven by factors such as omnichannel and digitalization, the concept
of User Experience in relation to usability has been highlighted.
In the field of websites, usability seeks to ensure simple, comfortable and intuitive interaction for users.
Keep reading and we’ll tell you everything you need to know to create user-friendly sites!
Usability: meaning
Website usability refers to the extent to which a website is easy to use and provides a satisfying experience for visitors. It
means that users can navigate the site intuitively, find the information they are looking for, and perform actions (such as
purchasing a product or filling out a form) efficiently and without difficulty.
A very common question is: how is it possible to determine usability? To understand this, we must first know a little more about the term.
A brief history of the concept: Jakob Nielsen and references
Although the term “usability” was first mentioned in the 1970s, its history dates back much further, to Leonardo Da Vinci’s “wearable” inventions and 20th-century ergonomics studies. The concept gained popularity with the advancement of technology.
In the 1980s and 1990s, usability was established as a central jordan phone number list component of User Experience (UX), especially through Human-Computer Interaction (HCI) studies.
Jakob Nielsen , known as “the king of usability” and founder of the Nielsen Norman Group , defines on his official website 5 quality components that define usability, in this case, on a website:
- Learnability: How easy is it for users to complete basic tasks the first time they encounter the website?
- Efficiency: Once users have learned the layout, inspiring homepage design ideas from famous websites how quickly can they perform those tasks?
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Memorability:
- Errors: How many errors do users make? How severe are they? How easy are they to recover from?
- Satisfaction: How pleasant is it to use the site?
On the other hand, Krug develops in his book “Don’t make me think” a series of ideas and recommendations for the design of both websites and applications:
- Don’t let users think. By just looking at the screen, people should be able to understand “what the website they are visiting is about.”
- People don’t read, they scan. That’s why they use universal conventions and visual hierarchies.
- Texts should be to the point. Avoid overloading your page with information or giving excessive explanations.
- Navigation should be consistent. In the same language, and with a direction that does not cause people to get “lost” between your pages.
“The best way to create a usable website is to create a user-centered design, designing for and by the user, as opposed to what might be a technology-centered design or one focused on creativity or originality.”
Hassan Montero, Yusef (2002). Introduction to Usability. In “Not Just Usability”, No. 1, 2002.
Usability Factors
Nowadays, the usability of a website is influenced by several factors to create a successful experience:
- Ease of navigation : Users should be able to move around the site intuitively, with menus and links that are clear and easy to understand. The navigation structure should be logical.
- Clarity and readability: Content, such as text whatsapp data and images, should be easy to read and understand. Fonts and colors should be appropriate, and content should be well organized.
- Loading speed: Website loading times should be fast to avoid frustrating users. Heavy or slow pages can result in a poor experience.
- Effective Search: Users should be able to easily search and find information through a search engine or site search function.
- Responsive design: The website should be accessible and look good on a variety of devices, such as desktop computers, tablets, and mobile phones.
- Design consistency : Design elements, such as buttons, colors, and typography, should be consistent throughout the site to provide a cohesive experience.
- Accessibility: The site must be accessible to people with disabilities, complying with web accessibility guidelines, such as those established in the WCAG (Web Content Accessibility Guidelines).
- Feedback and confirmation: Users should receive clear feedback when they perform actions on the site, such as submitting a form. Confirmation that an action was completed successfully is important.
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Minimizing errors
: Errors should be minimized and clear error messages should be provided when they occur, so that users know how to correct them.
- User testing: User feedback through testing and surveys can help identify usability issues and areas for improvement.
- Personalization : Offer customization options to tailor the user experience to their individual preferences.
- Security : Users should feel that their information is secure when interacting with the website, which may include implementing security measures such as HTTPS and clear privacy policies.
According to a study by Bain & Company , increasing customer retention by 5% would improve profits by more than 25%. The trust gained through loyalty is a very powerful point for repeat purchases of a product or service, knowing that they will get what they are looking for.