CREATE A USER FRIENDLY ENVIRONMENT
Your business has the power to create a compelling online environment. You control all the information and how it's presented. But from the moment a visitor enters your site, he or she is in control. So make it easy for them. Help them accomplish their goals. That's how you'll generate a return on your investment.
HONOLULU AIRPORT: EMBRACE FRUSTRATION
I was thinking about usability at the very end of my vacation -- changing planes in Honolulu. It was a frustrating experience that I'm sure most of you can relate to. Arriving from the Interislands Terminal, our next flight departed from gate 69 in the Main Terminal. I asked a security guard how to get there. "You can take the Wikki-Wikki (tram), which is about 15 minutes, or walk-- in about 10." We opted to walk.
Everything started out OK. We rolled our luggage past a beautiful garden and some modern sculpture. We kept walking...and rolling. We noticed some confusing signage: Were we supposed to go up to the gate or stay on the same level? We went up. Wrong, so back down. To the left...great...a map of the airport! But no indication of "You Are Here," so we were still lost. We walked halfway back to the first terminal before we finally found the correct path and eventually, gate 69.
Are You Creating Your Perfect Parking Space?
I had a friend, Chuck, who showed me an important lesson in life, an essential demonstration. I was visiting him in Boston and he pulled up to a parking spot that was smaller than his car.
He told me he was going to show me how to park. He proceeded to bump the car behind the spot and then bump the car in front.
Eventually, he had shoved both cars enough to create the space he needed to park reflecting his life lesson of lack and limitation.
Does this ring a bell with anyone out there? Are there ever times when we are so focused on our own needs, getting our own way, that we carele ..
YOUR COMPETITION IS ONE CLICK AWAY
What does all that have to do with web usability? From the point of view of a visitor, many websites suffer from the same problems as Honolulu airport [ http://www.honoluluairport.com]. Confusing navigation, too many options, too difficult to find what you're looking for. We've all visited sites like that, and experienced the frustration they cause.
At the airport, visitors don't really have a choice. They ask for help. They make do. But if their experience is like mine, they'll wish they could click to another airport [ http://www.flydenver.com/home/index.asp]. So remember, next time you think about web marketing, think about usability.
CONCLUSION
If you're interested in learning more, pick up a copy of Steve Krug's Don't Make Me Think [ http://www.sensible.com/]. It is simply the best book on web usability I've ever seen. If you have usability concerns about your own site, please contact us for a usability review.
Airport Security TipsThe most problem parts of anyone s vacation can be making their
way through the airport. Since September 11, 2001, airport
security has become extremely difficult and time consuming to
get through. Travelers now find that they must arrive at the
airport well in advance in order to get through all the security
checkpoints and board their flight on time. Although the
increase in security is ideal for keeping American citizens safe
while flying, getting through security at the airport can be
trying and frustrating. And it has spread to many other cities
accross the globe also.
Here ar ..
About the Author
Barry Harrison and Jim Grady are the co-authors of REDiTIPS. REDiTIPS is a free monthly newsletter that offers simple techniques to market your Web site and grow your business. We provide practical, low-cost ideas to help you promote your small business and reach new potential customers.
Barry HarrisonMarketing, Web Usability and Honolulu Airport
