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Top Ten Web-Design Mistakes of 2002

yoey writes "Another famous Nielsen year-end wrapup: "Every year brings new mistakes. In 2002, several of the worst mistakes in Web design related to poor email integration. The number one mistake, however, was lack of pricing information, followed by overly literal search engines.""

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  1. Fornatted by damiam · · Score: 4, Informative
    Top Ten Web-Design Mistakes of 2002

    Summary: Every year brings new mistakes. In 2002, several of the worst mistakes in Web design related to poor email integration. The number one mistake, however, was lack of pricing information, followed by overly literal search engines. As the Web grows, websites continue to come up with ways to annoy users. Following are ten design mistakes that were particularly good at punishing users and costing site owners business in 2002.

    • No Prices No B2C ecommerce site would make this mistake, but it's rife in B2B, where most "enterprise solutions" are presented so that you can't tell whether they are suited for 100 people or 100,000 people. Price is the most specific piece of info customers use to understand the nature of an offering, and not providing it makes people feel lost and reduces their understanding of a product line. We have miles of videotape of users asking "Where's the price?" while tearing their hair out. Even B2C sites often make the associated mistake of forgetting prices in product lists, such as category pages or search results. Knowing the price is key in both situations; it lets users differentiate among products and click through to the most relevant ones.

    • Inflexible Search Engines Overly literal search engines reduce usability in that they're unable to handle typos, plurals, hyphens, and other variants of the query terms. Such search engines are particularly difficult for elderly users, but they hurt everybody. A related problem is when search engines prioritize results purely on the basis of how many query terms they contain, rather than on each document's importance. Much better if your search engine calls out "best bets" at the top of the list -- especially for important queries, such as the names of your products.

    • Horizontal Scrolling Users hate scrolling left to right. Vertical scrolling seems to be okay, maybe because it's much more common. Web pages that require horizontal scrolling in standard-sized windows, such as 800x600 pixels, are particularly annoying. For some reason, many websites seem to be optimized for 805-pixel-wide browser windows, even though this resolution is pretty rare and the extra five pixels offer little relative to the annoyance of horizontal scrolling (and the space consumed by the horizontal scrollbar).

    • Fixed Font Size Style sheets unfortunately give websites the power to disable a Web browser's "change font size" button and specify a fixed font size. About 95% of the time, this fixed size is tiny, reducing readability significantly for most people over the age of 40. Respect the user's preferences and let them resize text as needed. Also, specify font sizes in relative terms -- not as an absolute number of pixels.

    • Blocks of Text A wall of text is deadly for an interactive experience. Intimidating. Boring. Painful to read. Write for online, not print. To draw users into the text and support scannability, use well-documented tricks: subheads bulleted lists highlighted keywords short paragraphs the inverted pyramid a simple writing style, and de-fluffed language devoid of marketese.

    • JavaScript in Links Links are the Web's basic building blocks, and users' ability to understand them and to use various browser features correctly is key to enhancing their online skills. Links that don't behave as expected undermine users' understanding of their own system. A link should be a simple hypertext reference that replaces the current page with new content. Users hate unwarranted pop-up windows. When they want the destination to appear in a new page, they can use their browser's "open in new window" command -- assuming, of course, that the link is not a piece of code that interferes with the browser's standard behavior. Users deserve to control their own destiny. Computers that behave consistently empower people by letting them use their own tools and wield them accurately.

    • Infrequently Asked Questions in FAQ Too many websites have FAQs that list questions the company wished users would ask. No good. FAQs have a simplistic information design that does not scale well. They must be reserved for frequently asked questions, since that's the only thing that makes a FAQ a useful website feature. Infrequently asked questions undermine users' trust in the website and damage their understanding of its navigation.

    • Collecting Email Addresses Without a Privacy Policy Users are getting very protective of their inboxes. Every time a website asks for an email address, users react negatively in user testing. Don't assume that people will sign up for a newsletter just because it's free. You have to tell them, right there, what they will get and how frequently it will hit their mailboxes. Also, you must provide an explicit privacy statement or an opt-in checkbox right next to the entry field. Otherwise, you have little hope of collecting email addresses other than mickey@mouse.com.

    • URL > 75 Characters Long URLs break the Web's social navigation because they make it virtually impossible to email a friend a recommendation to visit a Web page. If the URL is too long to show in the browser's address field, many users won't know how to select it. If the URL breaks across multiple lines in the email, most recipients won't know how to glue the pieces back together. The result? No viral marketing, just because your URLs are too long. Bad way to lose business.

    • Mailto Links in Unexpected Locations When you click a link on the Web, what do you expect? To get a new page that contains information about the anchor you just clicked. What don't you expect? To spawn an email program that demands that you write stuff rather than read it. Mailto links should be used on anchors that explicitly indicate that they're email addresses, either by their format (donald@duck.com) or their wording (send email to customer support). Don't place mailto links on names; clicking on people's names should usually lead to their biography. Again, interaction design must meet users' expectations. The more that things behave consistently, the more users understand what they can do and the greater their sense of system mastery. Violated expectations create a sense of oppression, where technology rules humans and reduces their ability to steer the interaction. Cartoons by Doug Sheppard and Katrin L. Salyers The Growing Importance of Email Integration It's interesting to note that the last three mistakes all relate to email. Despite being the oldest of the main Internet services, email continues to be one of the most important. It's also finally becoming better integrated with the Web, and I expect that this trend will continue (if websites can avoid making those mistakes, that is).
    --
    It's hard to be religious when certain people are never incinerated by bolts of lightning.
  2. Re:Numero Uno ... by will_die · · Score: 3, Informative

    This is deliberate and not likly to change.
    The less technical a site is the less likly they will have something like this, the reason is that people will click on that and use that to complain about anything. The web people don't want to get customer support problems.

  3. Reason why the site is slow... by mttlg · · Score: 4, Informative

    As many people have mentioned, the site hosting this article is straining under the load of geeks looking for more material to turn into running gags. I think I managed to find the reason for this site's poor performance - a lack of high speed internet access.

    From Nielsen's Law of Internet Bandwidth (1998):

    Nielsen's Law of Internet bandwidth states that:

    • a high-end user's connection speed grows by 50% per year
    • you don't get to use this added bandwidth to make your Web pages larger until 2003

    The dots in the diagram show the various speeds with which I have connected to the Net, from an early acoustic 300 bps modem in 1984 to an ISDN line today. It is amazing how closely the empirical data fits the exponential growth curve for the 50% annualized growth stated by Nielsen's Law.

    ...

    Starting about 2003, high-end users will have speeds corresponding to a personal T-1 line.

    ...

    Of course, low-end users will be on ISDN lines in 2003, so high-end users' megabit access will still not sanction bloated design. Looking even further ahead, Nielsen's Law does predict that the Web will be 57 times faster in ten years.

    It is amazing how easy it is to get an accurate approximation of the trend of internet connectivity speed from seven data points representing one person's internet connection speed over a span of 15 years.

    So the site might not be responding well right now, but at least we get broadband next year...

  4. Re:They missed one... by greenhide · · Score: 5, Informative

    I'd also like to point out that some webdesigners actually develop websites as a job for real living customers. Who pay them. For making websites look like what they want. Pretty websites. And sometimes those pretty websites require absolutely (does that work as an adverb?) sized tables.

    The fact is, browsers are *still* not all behaving the same way, and the only safe way to have a site appear correctly is to use absolute pixels. Stylesheets are nice for simple text styling, but can't even be depended on for font sizes! (Don't believe me? Set up a web page with a style

    BODY { font-size: medium }

    And see how it shows up on IE, IE for Mac, Netscape, and Netscape for Mac. They'll all be different sizes, last time I checked.)

    Since clients want pretty layouts, which includes, necessarily, the use of tables, from time to time absolute pixel widths have to be used.

    Our technique for getting around the 100% of 800 = 805 problem is to set the table to 95% instead of 100%, and then center it on the screen. It also adds to the whitespace on the left and right, so it's actually a pretty good thing.

    --
    Karma: Chevy Kavalierma.
  5. Re:They missed one... by JimDabell · · Score: 3, Informative
    What's wrong with tables, other than they let you lay things out exactly how they are supposed to look

    No they don't. You seem to think that html is a layout language, it isn't. It encodes meaning, nt presentation. Tables are fine for a table of data - but abusing them to get a specific look is only going to frustrate people who care about the semantic information (non-graphical browsers, search engines, summary tools, etc).

    A pox on layers and DHTML instead.

    If you're still referring to them as "layers", then it's time to take another look at them. DHTML is a useful tool - what should be avoided is DHTML that doesn't degrade gracefully. It isn't an all-or-nothing technology.

  6. Re:My least favorite mistake... by Anonymous Coward · · Score: 1, Informative

    PNG in 8-bit mode, with single bit transparency, works in all browsers. That's everything gif does (except animation which is available in .mng). Almost all the browsers have support for 24bit pngs without transparency, too. And, it's very possible to make a CSS site that works in IE5+, Mozilla and Opera 6+. Sure, you have to code around quirks in IE and Opera, but it can be done. IE4 and NS4 are dead. The quicker we can all move along, the better. Those users should view the fact they're not getting fancy pages (but ones that still work) as a sign to move on.

  7. Re:They missed one... by JimDabell · · Score: 3, Informative

    The word markup doesn't mean layout. It can sometimes, but it certainly doesn't in a web development context (or do you think that the 'Markup' in XML is talking about layout as well?)

    In computerised document preparation, a method of adding information to the text indicating the logical components of a document, or instructions for layout of the text on the page or other information which can be interpreted by some automatic system.

    -- http://dictionary.reference.com/search?q=markup

  8. Re:Usability and Design go hand in hand... by Beltza · · Score: 2, Informative

    He is a usability expert NOT a design expert.

    This is absolutely true, and this is exactly the reason why designers _should_ take him seriously. In fact he explains on his site exacly why his site looks this way. Everybody has his specialism, and a certain task according to his knowledge. He is a usability expert and admits that he isn't a design expert.

    The problem is that most design expert don't recognise that they aren't usability experts. Just like they are no networking experts and system administration experts. They trust others to maintain the servers and the network, why can't they just do the same with usability???