In the context of websites or web applications, usability means the basic ability to handle these services well. For example, a website has a high level of usability if its content is clearly structured and therefore easy to understand. Another very important aspect is that the website responds to the interaction of its users with expected and also clear feedback - and not just for professionals but for all potential visitors. Usability is therefore a key success factor for your website.
What are examples of usability?
The following characteristics have become established on websites over the years:
- Logo is at the top left and linked to the homepage
- Navigation is horizontal at the top
- Sub-navigation is usually vertical
These characteristics are becoming increasingly common and have now been learned:
- Breadcrumb navigation that shows the user where they are at any time
- Less important links in the footer area for contact and imprint
- Important information is "above the fold" (the area that is visible without scrolling when the page has loaded)
- Sliders are a new type of teaser to important subpages
Less about the functions and more about the ergonomics of the page:
- Texts have high contrast to the background
- Links stand out clearly from the rest of the text
- Images and other media break up the text
The keyword "learned" here means that people come to a website with certain expectations. The higher the user experience of visitors, i.e. their experience with the Internet, the more likely they are to be able to deal with "surprises", whereas new Internet users can only approach things intuitively and are more easily "confused".
Measuring usability
Certain key figures, procedures and methods have become established for measuring usability. For example, usability can be measured and determined using the eye-tracking method. Other usability tests are based on tracking software that registers and evaluates mouse movements, mouse clicks, etc. (Side note: the research market is already very large: there are user research agencies that use interaction testing and other methods to help companies prototype web applications. This can save money if the application is not user-friendly later on. There are also numerous publications, workshops and seminars on usability and accessibility that can help you in your day-to-day project work).
A non-exhaustive list of other test methods:
- A/B testing: Users are presented with 2 versions of a website. They have to decide on the preferred version within seconds
- Card sorting: Method for optimizing navigation with the help of cards
- Heatmap: Measurement of user behavior (e.g. click) on a GUI (Graphical User Interface). Areas with a lot of interaction (many clicks) are displayed "hotter".
- Personas: Process for optimizing user guidance: Each persona is a specific type of visitor with special wishes and expectations. The application should provide as satisfying an experience as possible for all personas.
Tips for the user-friendliness of your website
If you want your website to be easy to use, you should take the following tips to heart:
- Simple user guidance: users want to follow learned paths to reach their destination quickly.
- Consistency: Design similar page types in the same way to make it easier for users to find their way around.
- It's not just experts: Use terms that the general public can understand.
- Prompts: Use clear call-to-action elements if you want your visitors to take an action.
- Testing: Have third parties test your website again and again and conduct interviews. This will help you to quickly identify screw points for optimizing the usability of your site.
Further references:
https://de.wikipedia.org/wiki/Software-Ergonomie
The following video deals with usability in the form of a small industry report:
Usability: Our references
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