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Design Supports MarketingAny organization which has a Web presence - or is anticipating establishing one - is actively engaged in- "marketing"; that is, the promotion of your services so that your organization becomes "top of mind" for your audience.There is a very real sense in which the New Medium intertwines design and marketing like no other. You - and your organization - will be judged by the design and architecture of your site. A site which is not "user-friendly" will foster the impression that your organization is the same, no matter how client-centered you are in the "real world" There are two major areas where site design is of
critical importance. The first is how the site hangs together in terms of
structure ("site architecture"). The second area is the graphical
"look" and "feel" of the site. This second includes such
things as the use of graphical elements and images, "Java(script)" and
embedded files.
Site ArchitectureA Website is simply a number of pages connected to each other through internal links. The critical issue is one of ease of navigation through the site for the user. In other words, are the links labeled in such a way that there is no ambiguity as to where the visitor is going?Surprisingly enough, very little research has
been done in the area of site usability. Jakob Nielsen, Sun Microsystems
Distinguished Engineer, quotes a Danish study
(http://www.useit.com/alertbox/980503.html) which found that each site studied
by a control group of Danish undergraduates had an average of
where a "catastrophe" was defined as a usability problem that prevented a user from completing a task. It is reasonable to surmise that the problem of bad site usability due to shoddy architecture is far more prevalent than anticipated. If your existing site has not undergone substantial revision for six to nine months, you may wish to perform a makeover. If you have not yet built a site, you have the opportunity to build one which has a better-than-average chance of being usable. It is certain that every interested party in your organization will want ownership of a large segment of site content. This understandable desire is usually based upon an incomplete - or wholly erroneous - understanding of the New Medium. A Website is not an Annual Report, neither is it a brochure. It represents a unique opportunity to engage your audience on an individual basis. As such, ease of use is of critical importance. When you have established the limits of feasibility for your site within your organization, you will need to build a prototype (see below). The only way to be certain that visitors can
navigate your site with ease is through testing with naÔve users. It's a fairly
straightforward process, but one which seems to be overlooked by far too many
recruitment-oriented sites
Clarity of PurposeWhy do people come to your Web site? What might they try to do? How do you wish to engage your audience? Through interactivity? If so, what kind? "Chat"? A message board? A threaded discussion? Do you want to provide visitors with up-to-date information in a given subject area? If so, how often will the information be updated? Who will provide the information?These questions are simple to formulate, but exceedingly difficult to answer in a meaningful and effective fashion. It is worth spending some time with your team on these areas. The results will provide a blueprint of how your site hangs together. As a third-party recruiter, you will probably want to address two audiences - employers and potential candidates, both of whom have very different needs and expectations. Employers will need simple, unambiguous instructions on how to use your service and very clear indications of cost. They will probably need some success indicators and will likely want to know about your pool of potential candidates and how you reach them. Potential candidates will want to know what you can do for them - what positions you currently have and a simple-to-use application interface. As a Human Resources department, your main thrust
must be on ease of use for potential candidates.
Find Ordinary UsersFind members of your target market. These could be clients for whom you are undertaking a search, or actual or potential candidates.This phase is vitally important. In light of the explosive growth of the Web, a large proportion of visitors to your site will be naÔve users. If, for example, you are active in the accountancy field, your potential candidates will be highly-qualified and intelligent individuals. But when it comes to manipulating the Web, they are beginners. Sit them down in front of a computer.
WatchSit back and watch users as they try to perform the tasks the site asks them to.Do not provide them with any background information or initial help. Since you cannot be at the shoulder of every person who visits your site, you shouldn't help these testers either. Let them skip a task if they get frustrated. The key here is to sit quietly and watch. Just
about anyone can perform a task at a Web site if they have someone standing over
their shoulder telling them what to do. You won't learn anything from this
process if you guide the participants along.
Collect the DataAs you watch your users, one of two things will happen.They may have no problem accomplishing the tasks you have set out for them. If that happens, breathe a deep sigh of relief. It is far more likely that they will be unable to
complete one or more tasks.
DebriefYou will now need to debrief participants individually to find out which tasks they found difficult and why. The reasons will probably fall into two categories:
… Ambiguous Instructions.
Reformulate and RetestArmed with the results of your usability test, restructure your site and retest.
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