Usability Tip: Interfaces Need Rhythm

July 3, 2014The overall presentation of a site must be clean and professional in order to gain user’s trust. Consistent and easy-to-use interfaces help users concentrate on the content and flow through the rhythm of browsing. In e-commerce, when that rhythm stops due to any uncertainties, it can deter users who will in turn defer back to in-store or phone help—or give up on a business transaction all together.I recently made an in-store purchase at Old Navy and opened up a credit card there. My store experience was very good; I was greeted by friendly face who told me all about the current sales and took me through a speedy card application process.That experience was quickly uprooted and...read more By Tammy Guy...

Usability Tip: Make it Easy to Get out of Panic Mode

May 9, 2014Reading through headlines on the CNN mobile app, I tapped one of the articles with a play icon next to it not realizing a video would start playing instantly (as opposed to first directing me to an article with an embedded video). I was out in public, and immediately tried to find a way to turn the video off, but missed the cancel button with my finger and the video started to play. Without paying attention to the actual content, I then tried my luck tapping aimlessly on the screen. Relieved I was able to put an end to video playback, I found myself on a Verizon page not knowing how I ended up there or how to get back to the article I wanted to read.Trying to retrace my actions, I realized that, while in panic mode, I tapped the video during the first couple of seconds of a Verizon ad, which is how I ended up on the Verizon...read more By Tammy Guy...

Usability Tip: Intuitive Design Clears Confusion

March 5, 2014One of the best ways to learn what works and what doesn’t work when it comes to UI and usability is to look at as many samples as possible and test out pages, comparing and evaluating how certain elements are being treated.After the unfortunate dropping and breaking of my new iPhone, I was hoping for an easy process filing an insurance claim online with Asurion. Instead, I was faced with a process that was unintuitive.The first set of general instructions directed me to write down the claim ID for future reference. However, only after reading the small copy underneath these instructions did I realize that the number was located in the “upper hand corner of this web page.”Looking to the top right hand corner (where I would normally expect to find navigation buttons or log in/out functions) I did not see my number at first because the actual claim ID is...read more By Tammy Guy...

Usability Tip: No Dead-Ends, Please

February 18, 2014One of the best ways to learn what works and what doesn’t work when it comes to UI and usability is to look at as many samples as possible, testing out pages and evaluating how certain elements are being treated.Wanting to pay my cable bill, I tried to sign in to the Time Warner Cable website and realized I'd forgotten my username. I clicked the “Forgot Username?” link and advanced through the username retrieval process. Everything worked great up to the point where I received my username and found myself at a dead end.Considering that I originally tried to login, it would’ve been nice to see the login screen below my retrieved information and to be allowed to login immediately. Instead, I had to click on the logo to go back to the...read more By Tammy Guy...