Trends in User Behaviour

In a series of research studies over the past eight months, the most salient trend emerging among users is that of usability and user experience. People are no longer timidly manipulated by the technology, as they were at the inception of the Web but rather expect sites to work to meet their needs, instead of the other way around.

Of course, the issue of user needs is becoming more important as greater numbers of companies bring their business to the Web. Usability has become a differentiating factor in many cases, coupled with the trend in user expectations; users expect sites to be intuitive, easy to use and seamless across the board.

People expect sites to be intuitive: Even as recently as two or three years ago, Web users tended to blame themselves for their inability to find information or complete tasks online. People thought that they needed to adapt in order to meet the evolving demands of this new technology.

Not so today. People not only expect to be able to use Web sites in a seamless fashion, they expect sites to anticipate and meet their every need. A refreshing expectation, but one that places additional pressure on companies looking for customers.

People still don't read online: In fact, it seems that people are less patient with online copy today than they were in the past. This could be the result of smaller text, higher screen resolutions or simply because people expect an interface to communicate how it is to be used just by its very appearance. Imagine if you went to a restaurant but, in order to get inside, you had to read lengthy instructions on how to use the doorknob. This would be a pain, and you'd probably go to another restaurant. Web sites are the same way.

When evaluating a bridal Web site, one bride-to-be wanted to see how a bridesmaid dress would look in different colors. There was a series of color swatches immediately to the left of the dress in question, and the user clicked on them, expecting the dress to change colors. When nothing happened, the bride-to-be was disappointed, saying that she'd visit other sites to see if they had similar dresses in different colors.

This participant, a sophisticated user of technology, did not read the small print next to the color swatches on the left that said, "Roll over color swatches at the bottom of the page to see dress color options." Since she didn't read the copy, she couldn't figure it out, and went to a competitor's site instead. It's like the old saying goes, if the user can't find it, the functionality's not there.

People appreciate simplicity. There are a lot of beautiful Web sites out there. Unfortunately, many of these are too good-looking to use. Sites adorned with extraneous Flash animations, videos, and lots of large images confuse users and make it difficult for them to accomplish their goals. People want simple designs that are easy to use while being pleasant to look at. They don't want to wade through lengthy intros and convoluted navigation in order to find what they're looking for.

When evaluating a hospital Web site, users unfailingly complimented the compelling imagery and animation splashed across the site's home page. They liked the color scheme, the photographs and the messaging. Unfortunately, none of the participants were able to use the site to find the name of a physician, which was the task they were asked to complete.

This is not to say that sites shouldn't strive for beauty, or that Flash animations and imagery are ill-advised. Carefully designed and positioned animations can actually help users get information, and images can lead people through a task-completion process. Designers should strive for beauty in simplicity in order to foster a site's usability.

People look for user-generated content: No, users are not all clamoring for elaborate MySpace pages or detailed blogs. That type of activity is too time-consuming for people trying to make an investment decision, or figure out what their health symptoms mean. However, people do look for user feedback and customer testimonials, especially in the health-care and travel industries.

Update By Sunny: While it is possible, on some level, to "take the industry pulse" in terms of user experience, it is also important to continually explore and refine our assumptions about what users do online--to help us create sites that will provide the best experience possible.

Source: MediaPost