Nielsen researched the way that companies fail to think of the transaction experience from the point of view of the customer. This is bad for any age of customer but becomes increasingly worse for older web users.
This is a straight quote from the e-newsletter.
Annoyances matter, because they compound. Web sites invariably have a multitude of annoyances, each of which delays users, causes small errors, or results in other unpleasant experiences.
A site that has many user-experience annoyances:
- appears sloppy and unprofessional,
- demands more user time to complete tasks than competing sites that are less annoying
- feels somewhat jarring and unpleasant to use, because each annoyance disrupts the user's flow.
Even if no single annoyance stops users in their tracks or makes them leave the site, the combined negative impact of the annoyances will make users feel less satisfied. Next time they have business to conduct, users are more likely to go to other sites that make them feel better.
This quote should be on the table in front of all web designers.
Amazon thus confirmed that even though the average e-commerce site should not copy its overall design it continues to be the leader in complying with usability guidelines for individual design elements.Think of transaction design from the users’ perspective, don’t try and be clever and don’t be afraid to pay Amazon a compliment and copy their design principles. Dick Stroud
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