1. Design in Web Sites L. Grewe 1

2. 2 Design Describe the most common types of web site organizationDescribe the most common types of web site organization Utilize guidelines for web site navigation designUtilize guidelines for web site navigation design Apply guidelines for web page designApply guidelines for web page design Use guidelines for text usage on web pagesUse guidelines for text usage on web pages Describe guidelines for using graphics on web pagesDescribe guidelines for using graphics on web pages Utilize guidelines for creating accessible web pagesUtilize guidelines for creating accessible web pages Describe design principlesDescribe design principles Describe web page design techniquesDescribe web page design techniques Apply best practices of web designApply best practices of web design

3. 3 Why Design? Tests of time to complete shopping tasks at several major on-line stores - number of clicks varied from 8 to 50; high abandonment rate on poor sites Tests of time to complete shopping tasks at several major on-line stores - number of clicks varied from 8 to 50; high abandonment rate on poor sites Jakob Nielsen review of comparative tests on web sites - average 68% difference in task completion times Jakob Nielsen review of comparative tests on web sites - average 68% difference in task completion times Nielsen finds 135% improvement from redesign effort Nielsen finds 135% improvement from redesign effort

4. 4 Web Design Competing Concepts Structure Design Scientist Organization Library Artist Aesthetics Gallery Dueling Concepts

5. 5 Site Development Stages 1. Identify objectives, create design plan 2. Generate content 3. Organize content - clusters 4. Transform content to pages with graphic design 5. Test and iterate

6. 6 Overall Design Is Related to the Site Purpose Consider the target audience of these sites.

7. Purpose and Design Business Business 7

8. Purpose and Design- Business IBM IBM 8

9. Travel Orbitz Orbitz 9

10. Travel Local agent Local agent 10

11. Purpose and Design- Education CSUEB CSUEB 11

12. Purpose and Design - Educaton Stanford Stanford 12

13. Design and Purpose - Education iOS, apple iOS, apple 13

14. Styles change Amazon Then Amazon Then 14

15. Goals Convey information/access Convey information/access employees, shareholders, customers employees, shareholders, customers colleagues, public colleagues, public Sell products Sell products Advertise/market service Advertise/market service Recruit Recruit Announce, survey Announce, survey Nurture communities Nurture communities Convey image or impression Convey image or impression Meet people Meet people Raise money/donations Raise money/donations Entertain an audience Entertain an audience Promote myself Promote myself Teach people about a topic Teach people about a topic Get famous Get famous Tell a story Tell a story 15

16. Concept Summary- Objectives What is the purpose/objective or goal of the site?What is the purpose/objective or goal of the site? Who is your intended audience?Who is your intended audience? 16

17. 17 Some Design/ Usability Issues 1. Navigation 2. Text content 3. Graphic design 4. Structure 5. Links

18. 18 Web Site Organization Hierarchical Hierarchical Linear Linear Random (sometimes called Web Organization) Random (sometimes called Web Organization)

19. 19 Hierarchical Organization Characterized by a clearly defined home page with links to major site sections Characterized by a clearly defined home page with links to major site sections Often used for commercial and corporate web sites Often used for commercial and corporate web sites

20. 20 Hierarchical Too Shallow Be careful that the organization is not too shallow. Be careful that the organization is not too shallow. This provides many choices and could result in a confusing and less usable web siteThis provides many choices and could result in a confusing and less usable web site Information ChunkingInformation Chunking George A. Miller found that humans can store only five to nine chunks of information at a time in short-term memory -- the "seven plus or minus two" principle. George A. Miller found that humans can store only five to nine chunks of information at a time in short-term memory -- the "seven plus or minus two" principle. Many web designers try not to place more than nine major navigation links on a page or in a well-defined page area. Many web designers try not to place more than nine major navigation links on a page or in a well-defined page area.

21. 21 Hierarchical Too Deep Be careful that the organization is not too deep. Be careful that the organization is not too deep. This results in many “clicks” needed to drill down to the needed page.This results in many “clicks” needed to drill down to the needed page. User Interface “Three Click Rule”User Interface “Three Click Rule” A web page visitor should be able to get from any page on your site to any other page on your site with a maximum of three hyperlinks. A web page visitor should be able to get from any page on your site to any other page on your site with a maximum of three hyperlinks.

22. 22 Linear Organization Used when the purpose of a site or series of pages on a site is to provide a tutorial, tour, or presentation that needs to be viewed in a sequential fashion. Used when the purpose of a site or series of pages on a site is to provide a tutorial, tour, or presentation that needs to be viewed in a sequential fashion.

23. 23 Random Organization Sometimes called “Web” Organization Sometimes called “Web” Organization Utilized there is no clear path through the site Utilized there is no clear path through the site May be used with artistic or concept sites May be used with artistic or concept sites Generally not used for commercial web sites. Generally not used for commercial web sites.

24. 24 Web Site Navigation Best Practices(1) Make your site easy to navigate Make your site easy to navigate Provide clearly labeled navigation in the same location on each pageProvide clearly labeled navigation in the same location on each page Most common – across top or down left sideMost common – across top or down left side Provide “breadcrumb” navigationProvide “breadcrumb” navigation Types of Navigation Types of Navigation Graphics-basedGraphics-based Text-basedText-based Interactive Navigation TechnologiesInteractive Navigation Technologies DHTML DHTML Java Applet Java Applet Flash Flash

25. 25 Web Site Navigation Best Practices(2) Accessibility Tip Accessibility Tip When graphics, DHTML, a Java Applet, or Flash is used for the main navigation of a web site, provide clear text-based links on the bottom of each page.When graphics, DHTML, a Java Applet, or Flash is used for the main navigation of a web site, provide clear text-based links on the bottom of each page.

26. 26 Web Site Navigation Best Practices(3) Use a Table of Contents (with links to other parts of the page) for long pages. Use a Table of Contents (with links to other parts of the page) for long pages. Consider breaking long pages in to multiple shorter pages using Linear Organization. Consider breaking long pages in to multiple shorter pages using Linear Organization. Large sites may benefit from a site map or site search feature Large sites may benefit from a site map or site search feature

27. 27 Design Principles Repetition Repetition Repeat visual elements throughout designRepeat visual elements throughout design Contrast Contrast Add visual excitement and draw attentionAdd visual excitement and draw attention Proximity Proximity Group related itemsGroup related items Alignment Alignment Align elements to create visual unityAlign elements to create visual unity

28. 28 Web Page Design Best Practices Page layout design Page layout design Text design Text design Graphic design Graphic design Accessibility considerations Accessibility considerations

29. 29 Web Page Design Load Time Watch the load time of your pages Watch the load time of your pages Try to limit web page document and associated media to under 60K on the home page Try to limit web page document and associated media to under 60K on the home page

30. 30 Web Page Design Target Audience Design for your target audience Design for your target audience Appropriate reading level of textAppropriate reading level of text Appropriate use of colorAppropriate use of color Appropriate use of animationAppropriate use of animation

31. 31 Web Page Design Colors & Animation Use colors and animation that appeal to your target audience Use colors and animation that appeal to your target audience KidsKids Bright, colorful, tons of animation Bright, colorful, tons of animation Generation X,Y,Z,etc.Generation X,Y,Z,etc. Dark, often low contrast, more subtle animation Dark, often low contrast, more subtle animation Everyone:Everyone: Good contrast between background and text Good contrast between background and text Easy to read Easy to read Avoid animation if it makes the page load too slowly Avoid animation if it makes the page load too slowly Accessibility Tip: Many individuals are unable to distinguish between certain colors.Accessibility Tip: Many individuals are unable to distinguish between certain colors. See http://www.vischeck.com/showme.shtml See http://www.vischeck.com/showme.shtml http://www.vischeck.com/showme.shtml

32. 32 Web Page Design Browser Compatibility Web pages do NOT look the same in all the major browsers Web pages do NOT look the same in all the major browsers Test with current and recent versions of: Test with current and recent versions of: Internet ExplorerInternet Explorer Firefox, MozillaFirefox, Mozilla OperaOpera Mac versionsMac versions Design to look best in one browser and degrade gracefully (look OK) in others Design to look best in one browser and degrade gracefully (look OK) in others

33. 33 Web Page Design Screen Resolution Test at various screen resolutions Test at various screen resolutions Most widely used: 1024x768 and 800x600Most widely used: 1024x768 and 800x600 Design to look good at various screen resolutions Design to look good at various screen resolutions....Page content goes here. The table may be given either a percentage width or an exact width using pixels.

34. 34 Web Page Design Page Layout(1) Place the most important information "above the fold" Place the most important information "above the fold" Use adequate "white" or blank space Use adequate "white" or blank space Use an interesting page layout Use an interesting page layout This is usable, but a little boring. See the next slide for improvements in page layout.

35. 35 Web Page Design Page Layout(2) Bette r Best Columns make the page more interesting and it’s easier to read this way. Columns of different widths interspersed with graphics and headings create the most interesting, easy to read page.

36. 36 Page Layout Design Techniques Ice Design Ice Design AKA rigid or fixed designAKA rigid or fixed design Fixed-width table usually at left marginFixed-width table usually at left margin Jello Design Jello Design Page content typically centered and often configured with a table of percentage widthPage content typically centered and often configured with a table of percentage width Liquid Design Liquid Design Page expands to fill the browser at all resolutions. Often configured with a table width of 100%Page expands to fill the browser at all resolutions. Often configured with a table width of 100% New Trend: Use CSS to configure liquid design page layout (see Chapter 10)New Trend: Use CSS to configure liquid design page layout (see Chapter 10)

37. 37 Questions 1. List the four basic principles of design. View the home page of your school and describe how each principle is applied. 2. View http://www.walmart.com, http://www.mugglenet.com/, and http://www.sesameworkshop.org/sesam estreet/. Describe the target audience for each site. How do their designs differ? Do the sites meet the needs of their target audiences? http://www.walmart.com http://www.mugglenet.com/ http://www.sesameworkshop.org/sesam estreet/http://www.walmart.com http://www.mugglenet.com/ http://www.sesameworkshop.org/sesam estreet/

38. 38Questions 3. View your favorite web site (or a URL provided by your instructor). Maximize and resize the browser window.Maximize and resize the browser window. Decide whether the site uses ice, jello, or liquid design.Decide whether the site uses ice, jello, or liquid design. Adjust the screen resolution on your monitor (Start > Control Panel > Display > Settings) to a different resolution than you normally use. Adjust the screen resolution on your monitor (Start > Control Panel > Display > Settings) to a different resolution than you normally use. Does the site look similar or very different?Does the site look similar or very different? List two recommendations for improving the design of the site.List two recommendations for improving the design of the site.

39. 39 Text Content Attention spans are short on the web - users want instant gratification, and reading is 25% slower on screen than on paper Attention spans are short on the web - users want instant gratification, and reading is 25% slower on screen than on paper So… So… People tend to skim web pages, just read headers, highlights, selected paragraphsPeople tend to skim web pages, just read headers, highlights, selected paragraphs Therefore Therefore Tune your writing style to this realityTune your writing style to this reality J. Nielsen column on writing for WWW J. Nielsen column on writing for WWW www.useit.com/alertbox/9703b.htmlwww.useit.com/alertbox/9703b.htmlwww.useit.com/alertbox/9703b.html

40. 40 Text Design Best Practices Avoid long blocks of text Avoid long blocks of text Use bullet points Use bullet points Use short paragraphs Use short paragraphs

41. 41 This is the short blurb describing the article This is some nonsensical text This is some nonsensical text This is some nonsensical text To see how well this thing w This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text To see how well this thing works This is some nonsensical text This is some nonsensical text This is some nonsensical text Does this work at all? I don’t know. I am in love with XXX To see how well this thing works This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text Does this work at all? I don’t know. This is some nonsensical text This is some the dog is barking nonsensical text This is some nonsensical text Does this work at all? I don’t know. What is love? What is the good life? What is, and is not? That which is, is. The world is all that exists. Nothing unreal exists, metaphysics law #1. This is some the the the the nonsensical text This is some nonsensical text Does this work at all? I don’t know. This is Is there a god? Are we a quantum accident? Will we ever know? Are there questions that should never be asked? What is the nature of goodness? Why are we so mean to each other? How can we be so cruel to one another? This is some nonsensical text This is some nonsensical text This is some nonsensical text To see how well this thing works This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text To see how well this thing works This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical text This is some nonsensical What is good in life, he asks? That is a question we may never have an answer to. is some nonsensical text This is some nonsensical text This is some Most important info Less important info...... Title Short Blurbs Summaries Overviews Teasers Background Information Supporting Details Long Quotes Inverse Pyramid Writing INVERSE PYRAMID WRITING STYLE

42. 42 Journalists Use Inverted Pyramid from www.nytimes.com

43. 43 Text Design “Easy to Read” Text (1) Use common fonts: Use common fonts: Arial, Helvetica, Verdana, Times New RomanArial, Helvetica, Verdana, Times New Roman Use appropriate text size: Normal, 12 pt, size=“3” Use appropriate text size: Normal, 12 pt, size=“3” Use strong contrast between text & background Use strong contrast between text & background Use columns instead of large areas of horizontal text Use columns instead of large areas of horizontal text

44. 44 Text Design “Easy to Read” Text (2) Bold text as needed Bold text as needed Avoid “click here” Avoid “click here” Hyperlink key words or phrases, not entire sentences Hyperlink key words or phrases, not entire sentences Separate text with “white space” or empty space. Separate text with “white space” or empty space. Chek yur spellin (Check your spelling) Chek yur spellin (Check your spelling)

45. 45 Graphic Design Best Practices(1) Be careful with large graphics! Be careful with large graphics! Remember 60k recommendationRemember 60k recommendation Use the alt attribute to supply descriptive alternate text Use the alt attribute to supply descriptive alternate text Be sure your message gets across even if images are not displayed. Be sure your message gets across even if images are not displayed. If using images for navigation provide plain text links at the bottom of the page.If using images for navigation provide plain text links at the bottom of the page. Use animation only if it make the page more effective and provide a text description. Use animation only if it make the page more effective and provide a text description.

46. 46 Graphic Design Recommended Practices(2) Choose colors on the web palette if consistency across older Windows/Mac platforms is needed Choose colors on the web palette if consistency across older Windows/Mac platforms is needed Use anti-aliased text in images Use anti-aliased text in images Use only necessary images Use only necessary images Reuse images Reuse images Keep images as small as possible Keep images as small as possible If there are a large number of images, or the page is dependent on them consider creating a special text-only version of the page. If there are a large number of images, or the page is dependent on them consider creating a special text-only version of the page.

47. 47 Designing for Accessibility(1) Quick Checklist Courtesy of W3C Images & animations. Images & animations. Use the alt attribute to describe the function of each visual.Use the alt attribute to describe the function of each visual. Image maps. Image maps. Use the client-side map and text for hotspots.Use the client-side map and text for hotspots. Multimedia. Multimedia. Provide captioning and transcripts of audio, and descriptions of video.Provide captioning and transcripts of audio, and descriptions of video.

48. 48 Designing for Accessibility(2) Quick Checklist Courtesy of W3C Hypertext links. Hypertext links. Use text that makes sense when read out of context. For example, avoid "click here."Use text that makes sense when read out of context. For example, avoid "click here." Page organization. Page organization. Use headings, lists, and consistent structure. Use Cascading Style Sheets for layout and style where possible.Use headings, lists, and consistent structure. Use Cascading Style Sheets for layout and style where possible. Graphs & charts. Graphs & charts. Summarize or use the longdesc attribute.Summarize or use the longdesc attribute.

49. 49 Designing for Accessibility(3) Quick Checklist Courtesy of W3C Scripts, applets, & plug-ins. Scripts, applets, & plug-ins. Provide alternative content in case active features such as JavaScript, Java Applets, Flash are inaccessible or unsupported.Provide alternative content in case active features such as JavaScript, Java Applets, Flash are inaccessible or unsupported. Frames. Frames. Use the element and meaningful titles.Use the element and meaningful titles. Tables. Tables. Make line-by-line reading sensible. Summarize.Make line-by-line reading sensible. Summarize.

50. 50 Designing for Accessibility(4) Quick Checklist Courtesy of W3C Check your work. Check your work. Validate. http://validator.w3.org Validate. http://validator.w3.org http://validator.w3.org Test for Accessiblity Test for Accessiblity Use tools, checklist, and guidelines at http://www.w3.org/TR/WCAGUse tools, checklist, and guidelines at http://www.w3.org/TR/WCAG http://www.w3.org/TR/WCAG

51. 51 Best Practices Checklist Table 7.1 in your Textbook http://terrymorris.net/bestpra ctices http://terrymorris.net/bestpra ctices http://terrymorris.net/bestpra ctices Page Layout Browser Compatibility Navigation Color and Graphics Multimedia Content Presentation Functionality Accessibility

52. 52 Questions 1. View the home page of your school. Use the Best Practices Checklist (Table 7.1) to evaluate the page. Describe the results. 2. List three best practices of writing text for the Web. See your text for the rest of this question. 3. List three best practices of using graphics on web pages. View the home page of your school. Describe the use of graphic design best practices on this page.

53. Main Pages/Components Entry Page (optional) Entry Page (optional) Home Page Home Page Links Links Search / Browse features Search / Browse features 53

54. 54 Entry Page(s) Often large graphic or animation with single link to home page Often large graphic or animation with single link to home page To lure/entice viewer inTo lure/entice viewer in Entry Page Exit Page Home Page Site Map FAQ Credits Content Pages

55. 55 Entry Pages When are they good? When are they good? Art/Media site versus a News/Shopping site Art/Media site versus a News/Shopping site Typically go to a “2 nd order” style site. Typically go to a “2 nd order” style site. Always provide “Skip this introduction” link to get past. Always provide “Skip this introduction” link to get past.

56. 56 Home Page Most important page at your site Most important page at your site Critical for imageCritical for image Entices viewer to look at moreEntices viewer to look at more Could be a hybrid between an Entry and 2 nd order or simply a 2 nd order style. Could be a hybrid between an Entry and 2 nd order or simply a 2 nd order style. Quick impact, easy navigation Quick impact, easy navigation Inportant info “above the fold” Inportant info “above the fold” If links are in images, have parallel text labels near page bottom If links are in images, have parallel text labels near page bottom

57. 57 Ancient home page Old home page Home Page Evolution Current home page Georgia Tech College of Computing Georgia Tech College of Computing

58. 58 Links Success of link -> Success of link -> can user predict where link will leadcan user predict where link will lead Differentiation between linksDifferentiation between links Useful content at linked pageUseful content at linked page Link Style: Link Style: Short (use whenever possible)Short (use whenever possible) Products, Home, Blog, Gifts, etc. Products, Home, Blog, Gifts, etc. Longer text explanations, possibly part of it not linked.Longer text explanations, possibly part of it not linked. Current prices – price for current tax year. Current prices – price for current tax year. Avoid – here, backAvoid – here, back Media links – link on thumbnail or title.Media links – link on thumbnail or title.

59. 59 Embedded Links - Links set in surrounding text. They can be harder for user to pick and use. Wrapped Links - Confusing - 3 or 4 items?? Janus Twenty Investment Company of America Royce Premier Too many on a page can be confusing and take too long to parse Problem with Image links - Don’t change color to indicate prior traversal Within-page links Can be confusing Is this the same page or a differnet page? Link Issues

60. 60 All capitals text Scrolling horizontally Teeny, tiny text size, especially in italics Dead links Telling the user how to set the browser Poor contrast in text-to-background color Large typeface (one without impact and contrast) Animations that don’t stop Things that look like buttons but aren’t “Under construction” notices Neglecting ALT tags for images Not denoting image sizes Do-nothing home page Changing color for the heck of it Lack of mail to/feedback throughout site Sites requiring advanced browser or plug in Blink tags Things to avoid

61. 61 Jeff Johnson’s (author) Web Bloopers Chapter 1 – Content Bloopers 1.Home page identity crisis. Home page doesn’t clearly identify organization or its purpose. 2.Confusing classifications. Content categories seem arbitrary or nonsensical. 3.Unhelpful descriptions. Content descriptions do not support choosing among items. 4.Conflicting content. Information in different parts of site disagrees. 5.Outdated content. Content on site is out-of- date, but not clearly marked as archival. 6.Missing or useless content. Information users need to accomplish goals is missing. 7.Unfinished content. Blatantly incomplete areas of site. Chapter 2 – Task-Support Bloopers 8.Redundant requests. Asking users for the same data repeatedly. 9.Requiring unneeded data. Making users provide non-essential information. 10.Pointless choice. Offering or requiring meaningless choices. 11.Omitting important options. Choice excludes options some users need. 12.Clueless back-end. Back-end lacks "common sense" data needed to support user tasks. 13.Dead-end path: Now you tell me! Allowing users to go down a path towards a goal before telling them it is unavailable. 14.Agonizing task-flow. Accomplishing tasks requires many unnecessary, distracting steps.

62. 62 Jeff Johnson’s Web Bloopers Chapter 3 – Navigation Bloopers 15.Site reflects organization chart. Site structure reflects organization’s structure or history. 16.Numerous navigation schemes. Many ways to navigate, but no clear guidance. 17.Deceptive duplicate links. Making users think: "Do those go to the same place?". 18.Not linking directly. Specific-looking links that go to generic pages or home pages. 19.Lost in space: Current page not indicated. Page doesn’t clearly show where user is. 20.The circle game: Active link to here. Page has active link to itself. 21.Missing links: It’s BACK or nothing. Page provides no navigation links. Chapter 4 – Form Bloopers 22.Making people type. Using a text field for a choice setting. 23.Intolerant data fields. Text field is too picky about how data must be typed. 24.No defaults. Controls and form fields with no default value. 25.Faulty defaults. Controls and form fields with the wrong default value. 26.Compulsory clicking: No default text input focus. Users can’t just start typing. 27.Lame label placement. Labels mis-aligned with, or too far from, data fields. 28.Checkboxes or radiobuttons? Checkboxes misused as radiobuttons, or vice-versa. 29.Looks editable but isn’t. Using standard data- input controls for display-only data. 30.Mysterious controls. Operation of controls is unclear due to poor labeling, poor layout, or uniqueness of controls.

63. 63 Jeff Johnson’s Web Bloopers Chapter 5 – Search Bloopers 31.Baffling search controls. Search options require knowledge of computer or industry- insider concepts. 32.Dueling search controls. Competing search boxes on page, with no guidance. 33.Hits look alike. List of found items cannot be easily distinguished by scanning. 34.Duplicate hits. List of found items contains duplicates. 35.Search myopia: Missing relevant items. Items that should be found are not. 36.Needle in a haystack: Piles of irrelevant hits. Many items don’t match search criteria. 37.Hits sorted uselessly. Sort-order of found items doesn’t support user tasks. 38.Crazy search behavior. Modifying search criteria yields unexpected results. 39.Search-terms not shown. Not showing what search terms produced these results. 40.Number of hits not revealed. Not showing how many items were found. Chapter 6 – Text & Writing Bloopers 41.Too much text. Overly-verbose instructions, messages, or link-labels. 42.Speaking Geek. Computer jargon in error messages, commands, or instructions. 43.Calling site visitors "user". Using the computer jargon term "user" on a website. 44.Insider jargon. Using the vocabulary of industry experts, rather than that of users. 45.Variable vocabulary: Different words for the same thing. Inconsistent terms. 46.Inconsistent style. Text on site does not follow consistent style rules. 47.Typos and grammos: Sloppy writing. Failing to check and fix text before going live.

64. 64 Jeff Johnson’s Web Bloopers Chapter 7 – Link Appearance Bloopers 48.Links don’t look like links. Links not marked well enough, so users miss them. 49.Non-links look like links. Non-link text is underlined; or non-link graphics look clickable. 50.Bizarre buttons: Click target smaller than it seems. Entire boxed area surrounding link label looks like part of button, but only label accepts clicks. 51.Wrapped links: How many? Multi-line text links. 52."Click here": Burying links in text. Important navigation links embedded in prose. 53.Been there, done that? Can’t tell. Traversed links not clearly marked. Chapter 8 – Graphic Design & Layout Bloopers 54.Tiny text. Text typeface too small for many users to read. 55.Camouflaged text. Text contrasts poorly with background. 56.Centering everything. Centering prose text, bullet items, controls, or data fields. 57.Unobtrusive error messages. Error messages easy to miss due to poor placement. 58.Shades of beige: color differences too subtle. Relying on small color differences to convey important meaning. 59.Dead or Alive? Active buttons look inactive. Buttons appear "grayed out" but aren’t. 60.Terrible tabs. Navigation tabs don’t look and act enough like real tabs.