Web Usability & Aesthetic Evaluation

The following report aims to compare and contrast the content of two articles – Evaluating Web Site Design and Usability 101: Introduction to usability – whilst explaining, in terms of web design, the relevant concepts discussed in each article. Furthermore, this report will provide an analysis of the similarities and differences of these concepts finally concluding with an evaluation of each article and the contribution they have made to web design theory and practice in general.

Structure and AudienceThe first article – Evaluating Web Site Design – is structured academically with an abstract and sections typical of a journal entry or a formal report. Each section of the text is numbered with extensive references to professional and academic literature. Several tables and figures are also used to help explain key concepts. The second article – Usability 101: Introduction to Usability – Is structured in a way typically found online. Specifically asking questions and answering them with an abundance of hyperlinks rather than references making use of bullet point and numbered lists throughout. Evaluating Web Site Design seems to be aimed at individuals who have previous knowledge of web design concepts due to the academic and empirical nature language and concepts discussed whilst Usability 101: Introduction to Usability seems to be geared towards a wider audience as the language used is more colloquial and jargon is either explained or hyperlinked.

Concepts and MethodologiesEvaluating Website Design – by Pedro Costa – deals with two significant questions. How can we improve a webpage’s aesthetics? And how can we evaluate them? The article attempts to answer these questions by identifying some of the theory that underpins graphic design, gestalt theory and multimedia design proposing principles derived from a literary review and, finally, suggesting an empirical methodology for evaluating web design.

Costa introduces the article by highlighting the important role websites play in individual communication and corporate business listing specific stakeholders of websites. Costa identifies the scope of the internet quoting the internet world stats webpage explaining that the accessibility and size of the internet makes it a competitive environment where the importance of aesthetic value is increasing when considered in practical terms. Costa makes it clear at this point that content is king and that to insure its primacy it must be presented in an attractive, orderly and, if possible, original style.

Costa goes on to identify Balance, Unity and Harmony to be the three most important aesthetic principles of website design arguing that they are the main properties web designers manipulate in order to create an aesthetic experience. He explains that a positive aesthetic experience comes from correctly indentifying and satisfying peoples natural and conflicting cravings for order, predictability, surprise and novelty by creating aesthetically pleasing objects or experiences.

Concepts from multimedia design are deemed relevant as websites often include multimedia components’. Consequently, Simplicity, Consistency and Clarity are identified as further fundamentals of a good layout specifically when considering the level of discourse and style of graphics used throughout.

Finally, Costa suggests a method for evaluating web site design. She suggests we develop a scientific survey based on the principles identified consisting of a 5 point scale. A case study of the survey in use – evaluating two underdeveloped websites – is then presented depicting the scores reached for each principle. In conclusion Costa notes that such evaluation is useful but complex requiring high proficiency in critical thinking and design analysis. The survey was effective in identifying usability problems and those with a more consistent design.

Neilson takes a sum what different approach in Usability 101: Introduction to usability. Concentrating on providing a brief summary of how, when and where usability can be improves and why we, as stakeholders, should care. Neilson identifies usability as a quality attribute that asses how easy user interfaces are to use and, specifically, methods for improving ease of use during the design process. Neilson explains that usability is defined by five components: Learnability, Efficiency, Memorability, Errors and Satisfaction remarking that there are many other important quality attributes including usability which also applies to functionality and utility.

Neilson indentifies usability as a necessary condition for survival. Explaining that people’s first defense against confusion is to leave a website and try another. He further explains that for intranets usability is a matter of employee productivity stating that time is lost if systems cannot be used efficiently. Neilson recommends spending 10% of a design budget on usability stating that this will on average double a websites desired quality metrics and slightly less than double a intranets quality metrics.

Neilson suggests that user testing is the most basic and useful method for studying usability. He explains that it is important to minimize experiment contamination for best results and that around 5 users of websites or intranets is a large enough sample. Neilson suggests that in order to save money running smaller tests and making improvements to the design after each is more productive and cost effective remarking that proper observation is Key. He explains that usability is important at each stage of the design process identifying several methods of gathering primary and secondary data which can be used to make informed decisions including testing old designs, testing competitor designs, conducting field studies making paper prototypes, creating multiple versions and critical evaluation in terms of established usability guidelines.

Neilson concludes by giving sum recommendations and advice on the subject of subtle usability problems, when they appear, structural issues and the identification of critical issues that would disable the design. Neilson finally suggests that one user study a week during the design process is enough to have a beneficial impact emphasizing that a notepad is the only equipment needed.

Recommendations and ConclusionsBoth the articles make important points towards improving design. Costa covers a wider range of attributes and offers a method for quantifiable analysis of them where as Neilson is more specific detailing the Usability aspect of the design process. Neilson suggests a methodology of observation of user interaction whilst Costa relies more on scientific evaluation of statistical evidence to aid the creation of a good design. Both articles make excellent points and are very informative even though they are presented in different ways. Neither methodology should be considered wrong. Instead they should be interpreted together with other theories and the most suitable tests should be applied. Taking advice from both Authors where it is deemed appropriate and timely is likely to result in an improved web design process when it is applied subjectively.