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Usability - the difference on the Web - 03/04/2006

It happens in the real world. Half of products with “defects” that are returned to shops are working perfectly but the consumer cannot work out how to use it and so it is returned. This finding comes from the Dutch researcher, Elke den Ouden, from the Eindhoven University of Technology.

In the last few years we have followed the release of new products, from MP3 players to home theatres and wireless systems. Yet, consumers still find it difficult to install and use these products.

When consumers think that something is hard to use, what do they do? Try, try and then give up. They simply do not use it. If they can, they return it. If someone asks them about the product, or asks advice about which brand to choose, they will speak badly about the product and the brand.

This also happens in the virtual world. If users are unable to find what they are looking for quickly, waste time completing a purchase, a banking transaction or a simple download, they click the web site goodbye.

There is not point having a web site that is attractive and has thousands of technological features, if the users can not work out how to use it or if they take a huge amount of time carrying out simple tasks.

All of this is usability, a slightly odd word but with an intuitive meaning: ease of use. All products need to be easy to use, from telephones, doors, mobile phones, washing machines to web sites.

International studies show that 35% of users who encounter problems when carrying out a task on a web site, end up going to the competitor’s web site.

Nowadays, usability on the web is everything. The easier users find it to interact with your company’s web site, the greater the chances of them becoming clients, returning to your web site and recommending it to others.

A study showed that European consumers, who are very satisfied with their online buying experience, buy 71% more than those who are unsatisfied.

The answer to conquering online clients is to include users and usability in all stages of creation and development or your web site or intranet, using techniques that allow you to understand, evaluate and improve ease of use and satisfaction of users.

An analysis by specialists or a usability test on the first few sketches or prototypes of a web site, reveal many usability problems before the project develops, allowing for the problems to be corrected at a low cost and without delays in the schedule.

And what if the web site is already on the air?

There is still time to correct the usability problems. A usability specialist can analyze the web site considering general usability problems, pinpointing the problems and the solutions. Or you can go straight to a usability test with real users.

There are no more doubts. To create products and systems that people can use and understand, in such a way that technology does not come side by side with frustration, anger and disappointment, it is necessary to include usability in the day to day lives of companies.

If a web site it not easy to use it will not be used (at least not as much as you would like) and your investment will not bring the returns expected.

Mercedes Sanchez
Director of Mercedes Sanchez Usabilidade

Translated from an article published on www.mundodomarketing.com.br