Usability, different from being passable

Posted On November 3rd, 2008 Author Kyle Racki Filed Under Design, Business, Usability, Comments 3

Usability, part of the long drawn out series,12 things you need to know before commissioning a website.

In many cases, if you’re commissioning a website, it is not because you don’t have one, it’s because your current one isn’t working. Problem is, many don’t know specifically why they’re current website isn’t working. Perhaps it is just plain ugly or has outdated information. But what if you actually paid for a good website only a year ago, and it just isn’t helping your bottom line? That’s where usability testing just might come in handy.

Why the heck would I want my site just usable?

The term ‘usable’ generally doesn’t have great connotations, as if we’re content with merely being usable (eg: “How do you like that new Mercedes?” “It’s usable”). However in the context of websites, it is perhaps the most important element to get right, equally as important as branding, content and accessibility. So what is it? In a nutshell, it means that the people who use your site intuitively understand how to use it, enjoy using it, and it leads users to where you want them without forcing or frustrating them.

Achieving this goal is often easier said than done. While many sites we would typically refer to as having usability issues are old clunker sites done in 1999 by the proverbial basement-dwelling cousin, even some very high-profile, ultra-high-tech, insanely high-priced websites have equally poor usability.

Even sleek and sexy sites can stink when it comes to usability

For example, typical usability concerns that face websites are things like splash or welcome pages that have little to no content, poor navigation that makes you feel lost, hard-to-read text over gaudy backgrounds, you get the idea (visit user designed Myspace pages for examples).

But even very attractive, polished websites for fortune 500 companies can have crippling usability concerns. For plentiful examples, visit the FWA (Favorite Website Awards). It posts “cutting edge” websites on a daily basis. And by cutting edge, they mean sometimes innovative all Flash websites, with sound, video, motion-graphics, and rich vector graphics. Don’t get me wrong, there is beautiful stuff on here, but there is also consistently unusable, yet original interfaces.

Revolution vs Convention

This is where the great divide comes in. On one camp, you have Jacob Nielson, a usability advocate who preaches conformity to established rules (and you can tell by his website that design, creativity or originality isn’t a concern of his). In the other camp, you have design organizations like Communication Arts, and the aforementioned FWA, as well as prominent companies like Barbarian Group and Big Spaceship who seem to feel that conforming too closely to usability laws stifles creativity.

Usability testing

But let’s bring it back to you. Let’s say your website looks good, it’s on brand, and yet you notice that 80% of your users bounce off of the home page. There is a definite chance you have usability issues. Those could be visual (ie: layout confusing, nav too hidden, buttons not big enough etc.) or they could be copy-related (text doesn’t draw in users, there’s too much body copy not enough quick snappy callouts etc.).

One of the best ways to find out is by conducting a usability test. In the past usability tests were expensive, involving two-way mirrors, and demographically-chosen test users with tubes hooked up to the back of their heads (okay, I made that last part up). It doesn’t have to be that way however. With great tools like Silverback, usability testing can simply involve getting a handful of users together and observing their behavior as they navigate your website, noting where they have difficulty. Nowadays, small-medium sized companies can generally afford usability tests.

Conclusion

Hopefully, this information will prove useful to you as you commission a website redesign or rework. Keep in mind that usability is directly related to the mainstream consensus of web users, and as they evolve and adapt to interface conventions, so will the standards of usability.

Headspace Sniffs out an Ice Award

Posted On October 16th, 2008 Author Kyle Racki Filed Under Headspace News, Comments 0

This year, Headspace reaped the rewards of hard work in many ways.

One of those ways was when we were given an award of merit at the 2008 Ice Awards. Out of the many Atlantic Canadian design, marketing and advertising professionals who submitted, our packaging design for Saskatechewan food company, Mucci Pucci was one of the projects considered worthy.

We were extremely proud of the work when it was created earlier this year, and to receive such an honor is just gravy on the kibbles(Sorry, I’ll quit with the annoying dog puns). Our original intent with Mucci Pucci was to appeal to metro dog-owners who don’t think twice before spoiling their pooches. The high-end, yet fun design strategy paid off, and Darryl and Melody Anderson have been selling out every week since.

Thanks to the judges, as well as the others who work hard to recognize talent in Atlantic Canada through the prestigious awards. Also, congratulations to all the other agencies, firms and freelancers who had their work awarded.

Kyle Racki is hosting the Queen Street Studios Member meeting

Posted On September 17th, 2008 Author Kyle Racki Filed Under Headspace News, Business, Comments 5

I’ll be hosting the member meeting at Queen Street Studios on Wednesday, September 24th, at 10 am. The topic I’ll be speaking about is; 10 tips to market yourself better online

In my opinion, there are still many designers, photographers, writers and other freelance marketers who aren’t fully utilizing the web to sell their services. In my half-hour presentation, I will touch on some points to, first of all, improve your website, and then get it out there for the right people to see. I hope those who attend will find it useful.

For those who don’t know, QSS is a member-based organization that provides a network for freelance professionals to be a part of. I’ve been a member since the beginning of this year, and have enjoyed making contacts and using the beautiful space in downtown Dartmouth.

For more information on Queen Street Studio, contact Amy Hawk. I hope you all can make it out on Wednesday.

High-school fashion, and how it relates to design

Posted On September 12th, 2008 Author Kyle Racki Filed Under Design, Business, Comments 0

You know how in high-school, there were always those kids who wore dark, baggy clothing, half of their face was covered in long hair, and their swagger almost seemed like it was concealing something, like they were about to rob a convenience store? They really look bad, but they wouldn’t know it. It appears they think they’re cool, but deep down we know that really they are insecure. They are afraid to stand out by dressing in stylish clothes, by walking confidently, by speaking clearly and articulately. Eventually they’ll move on, grow up, go to college and become the CEO of a company - all they needed was to mature and grow in confidence.

In a way, that’s how many small to medium sized businesses market themselves, on and off-line. They don’t have a huge amount of dollars at the start, but more than that, they don’t have the confidence to market themselves properly, stylishly you might say. To be stylish will make one stand out in the marketplace, and that, strange as it may sound, is not what most new businesses want. They want to blend. Hide in the shadows. But to stand out is terrifying, because they feel that deep down, their business isn’t ready.

This is natural. But don’t let early growth scare you. Because, there’s never a good time to grow, you’ve just got to do it. If you can afford quality design or other marketing services, or if you know a colleague who is willing to help you out at a low-price, take it. You’ll never grow unless you have the sales to grow. You’ll never have the sales if you aren’t marketing properly. How do you market properly?

Find a good marketing manager, whether in-house or on contract

Don’t just look at the price. Look at his/her track record, clients and portfolio. Ask for a free consultation. And after that, if you like the feeling you’re getting, pay them for more consultation. Ultimately, a good marketing manager will know where you should be putting your efforts, and will have a solid network of specialists who can take you where you need to be.

Once you trust them, listen

When you have a good marketer in your court, take their advice. They may want to take you scary new places. They might even talk about things like social media, re-branding, expanding your customer base, or diversifying your audience. Don’t fall into the new business owner syndrome of, “This is what I’ve been doing, and it is what I’m comfortable with”. Remember, it doesn’t matter what you’re comfortable with, it matters where you want your business to be, and if stepping outside of your comfort zone will take you there, take a leap of faith. There are no rewards without some risk.

See the forest for the trees

I’ve used this analogy before. In this case, don’t be so focused on time lines and budget that you forget the long-term benefits of good marketing. Look at the big guys; The McDonald’s, Nike’s and Apple’s of the world. Did they get to where they are by being complacent, or content with their current sales efforts? Instead, they recognized the value of good marketing, and hired the best and brightest to take them to where they envisioned their company.

You might say, “I don’t want to be that big”. And that’s fine. But the point is, you want more business, and you want it to be steady. That will only come with standing out, and appearing better than even you think you are.

I don’t mean to sound like a motivational speaker, but be like that young student who eventually realizes the potential they have, and “dress” accordingly.

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