Digging for what I want.
Last Updated on August 11, 2016
- No real hierarchy of page content
- Too many distractions, like social media links, multiple levels of navigation, ads, and other features
- Too much content
- No clear path for the user to follow
- Deceptive paths that coerce the user in a certain direction
The last method, providing deceptive paths for the user, should be avoided altogether. My recent experience at LiveScience.com is a great example. Skimming an article about the worst baby names, I saw that the content talked about a list of these names but I didn’t see any list. Eventually I saw the link buried in a paragraph, and had to click to get the content I wanted. Why did they put the list on another page? Why did they deceive me into reading content I wasnt interested in? I’m not sure. Maybe it had to do with the ads they were serving up, or the amount of social media content they were presenting in the right column of the layout. Whatever their reason, they chose to set up a deceptive path for me and it wasn’t an enjoyable user experience.
My advice to organizations is simple: give the users what they want. The more a potential customer has to work for something, the more likely they will leave dissatisfied.