Brakebuddy.com Homepage
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1 UI Insight, Inc. Steven Chalmers, President (303) Heuristic Evaluation and Proposed Redesign for Brakebuddy.com Homepage 23 August 2002 Steven Chalmers
2 Table of Contents 1. Original homepage design Proposed homepage design Page weight Page title Photo weight Photo content Animated GIFs address Fluid design Copyright Homepage focus Homepage text Superfluous elements Tiny fonts Search Homepage link Breadcrumb trail Navigation design Last saved: 23-Oct-2002 Page 2 of 16
3 1. Original homepage design Last saved: 23-Oct-2002 Page 3 of 16
4 2. Proposed homepage design Last saved: 23-Oct-2002 Page 4 of 16
5 3. Page weight This page is 57,499 bytes, which means at 56k it takes 16.4 seconds to open. The maximum page weight should be about 40K bytes to make the download time 10 seconds. Designing Web Usability 42 Response Times The basic advice regarding response times has been about the same for many years [Miller 1968; Card e~ al. 1991]: One tenth of a second (0.1) is about the limit for having the user feel that the system is reacting instantaneously, meaning that no special feedback is necessary except to display the result. This would be the response time limit for any applets that allow users to move, zoom, or otherwise manipulate screen elements in real time. One second (1.0) is about the limit for the user s flow of thought to remain uninterrupted, even though the user will notice the delay. Normally, no special feedback is necessary during delays of more than 0.1 but less than 1.0 second, but the user does lose the feeling of operating directly on the data. Getting a new page within a second means that the user appeared at the page without undue delay. Ten seconds (10.0) is about the limit for keeping the user s attention focused on the dialogue. For longer delays, users will want to perform other tasks while waiting for the computer to finish. Getting a new page within 10 seconds, while annoying, at least means that the user can stay focused on navigating the site. Suggested changes: Reduce the page weight to less than 40Kbytes by: Reduce the dimensions and file size of the pictures. See point 5. Remove as many unnecessary elements on the page as possible. Last saved: 23-Oct-2002 Page 5 of 16
6 4. Page title The page title is used for both bookmarking and in the title of the browser window. It should always start with the company name. This will aid the user when searching for the saved link. As it is, the link begins with auxiliary. Homepage Usability 25 Begin the window title with the information-carrying word-usually the company name. Users scan rather than read, text on screens, so if you don t catch them with the first word, you risk losing their attention. If you start the window title with anything but the most important work, the company name gets lost in bookmark lists and search results. Change the <TITLE> to: BRAKEbuddy Auxiliary braking system for towed vehicles 5. Photo weight The two photos in page are slightly larger than needed in terms of quality. Using Photoshop I was able to reduce them from 24 and 19 Kbytes to 16 and 13 Kbytes. Reduce the depth of the photos as much as possible to reduce the file size. Last saved: 23-Oct-2002 Page 6 of 16
7 6. Links removed 5 links were removed from the homepage: 1) Standard Ordering This should be moved to the Ordering page. Giving the customer two choices too early can be confusing. Better to deal with the differences on the Ordering page 2) BRAKEbuddy FAQ I believe this is more appropriate on the Brakebuddy details page. 3) Letters I believe this is more appropriate on the Brakebuddy details page. 4) Weight Limits This should be a part of or accessed from the FAQ page and should be referenced from the product pages where appropriate. 5) Links to Related Sites This is of questionable value especially since there is only one link. If there is a specific reason to show a link to an RV insurance company then the link title should reflect it. Last saved: 23-Oct-2002 Page 7 of 16
8 7. Photo content Too little of the photo containing the Brakebuddy is concentrating on the important subject matter and the insert photo of the Brakebuddy is hard to see. Useit.com Here's a list of ten additional design elements that will increase the usability of virtually all sites: 7. Use relevance-enhanced image reduction when preparing small photos and images: instead of simply resizing the original image to a tiny and unreadable thumbnail, zoom in on the most relevant detail and use a combination of cropping and resizing. Consider the before and after versions of the photo: Before After The example after picture focuses on the two most important elements of the picture: 1) The Brakebuddy, 2) A towed vehicle. Some variation of the example after picture should replace the existing picture. Last saved: 23-Oct-2002 Page 8 of 16
9 8. Animated GIFs The animated GIF of the RV pulling a vehicle is distracting, of low quality, and offers little value. Homepage Usability 22 Don t use animation for the sole purpose of drawing attention to an item on the homepage Animation rarely has a place on the homepage because it distracts from other elements. Animation requires a user s attention and should be shown by itself, whereas homepages have multiple elements requiring attention. For example, animation could be very helpful to show how to do a procedure that is easier seen than described, like swaddling a baby, but it wouldn t be appropriate so show it on a homepage, where it would draw attention from all other elements on the page. Remove the animated GIF. 9. address The address stop@brakebuddy.com is too cute. It should be more professional sounding. Web Pages that Suck 13 People want to do business with people they believe to be professional. Homepage Usability 14 Don t use clever phrases and marketing lingo that make people work too hard to figure out what you re saying. For example, the Dream, Plan, & Go category on Travelocity might sound catchy to a marketing person, but it s not as straightforward as Vacation Planning. Every time you make users ponder the meaning behind vague and cutesy phrases, you risk alienating or losing them altogether. Users quickly lose patience when they must click on a link just to figure out what it means. This isn t to say that homepage text should be bland, but it must be informative and should be unambiguous. Use info@brakebuddy.com. Last saved: 23-Oct-2002 Page 9 of 16
10 10. Fluid design The homepage has a fixed width which means it does not flow to match the browser window width. Compare this with which is a fluid design Redesign the page to use percentages for the table sizes instead of pixels. Last saved: 23-Oct-2002 Page 10 of 16
11 11. Homepage focus The homepage for the Brakebuddy should feature the product itself most prominently. Instead, the viewer is shown some unhappy old fart and his frustrated wife. This is too negative an image to feature on the most important pixels of your web site. The following image is the Brakebuddy homepage at a resolution of 1024 x 768. Homepage Usability Preface Homepages are the most valuable real estate in the world. Millions of dollars are funneled through a space that s not even a square foot in size. Feature a picture of the Brakebuddy in the top 400 pixels of the page so that even viewers with a resolution of 640 x 480 will see it. Last saved: 23-Oct-2002 Page 11 of 16
12 12. Copyright It is possible that the copyright does not need to include the years. Copyright.html This website is Copyright by Jakob Nielsen. All Rights Reserved. Proposed change: Use: This website is Copyright by Master Concepts. All Rights Reserved. Last saved: 23-Oct-2002 Page 12 of 16
13 13. Homepage text The green text, while being an odd choice of colors, is perfectly written for the web. Short, concise and of particular interest to the viewer. UseIt.com Alertbox Articles Be Succinct! (Writing for the Web) The three main guidelines for writing for the Web are: Be succinct: write no more than 50% of the text you would have used in a hardcopy publication Write for scannability: don't require users to read long continuous blocks of text Use hypertext to split up long information into multiple pages Keep the green text content and rewrite the body text for improved readability and scannability. One possibility: Brakebuddy Revolutionary auxiliary braking system for your towed vehicle. Designed for busy people like you who enjoy their RVs. Installed in a few short minutes in almost any towed vehicle. Don't bother with time consuming hydraulic and electric braking connections when you could be on the road, relaxed with peace of mind, confident in your new auxiliary braking system. It's so simple ANYONE can install it! Last saved: 23-Oct-2002 Page 13 of 16
14 14. Superfluous elements Very few prospective buyers of a Brakebuddy care that the site is Powered by anything. They just care that they can get information about the Brakebuddy. Designing Web Usability 22 A general principle for all user interface design is to go through all of your design elements and remove them at a time. If the design works as well without a certain design element, kill it. Simplicity always wins over complexity especially on the Web where every three bytes saved is a millisecond less download time. Remove these graphics: 15. Tiny fonts Considering the age of the audience for the Brakebuddy site is quite likely older that 30, the site should never use tiny fonts. NN/g User Experience Conference Designing for the Future: Senior Citizens Ensure that text size is al least 12 points by default. One thing I don t like about computers is they make the type too small on the screen a 70+ woman in our study. Don t use fonts this small: Last saved: 23-Oct-2002 Page 14 of 16
15 16. Search Many users are search oriented. Adding a search feature is simple and the search function has become an expected element of a web site. Designing Web Usability 224 My usability studies show that slightly more than half all users are search-dominant, about a fifth of the users are link-dominant, and the rest exhibit mixed behavior. Consider adding a Search function, especially Google since it is already available. 17. Homepage link The homepage should not link to itself, nor should any page link to itself. Useit.com Here's a list of ten additional design elements that will increase the usability of virtually all sites: 1. Place your name and logo on every page and make the logo a link to the home page (except on the home page itself, where the logo should not be a link: never have a link that points right back to the current page). Code the page to have the link inactive on the homepage. 18. Breadcrumb trail A breadcrumb trail can be very useful for helping the visitor orient themselves in the website. Implement a breadcrumb trail for user orientation and quick access to the homepage. BRAKEbuddy > Press Room > Print Ads Last saved: 23-Oct-2002 Page 15 of 16
16 19. Navigation design The navigation design is hard to read and cluttered with the superfluous horizontal white lines. The link colors deviate from the standard and don t indicate which links have been visited. Designing Web Usability 62 Most web browsers use two different colors to display links: Links to pages that the user has not seen before are typically displayed in blue, whereas links to pages that the user did see earlier are displayed in purple or red. It is critical for web usability to retain this color coding in your link colors. Although it is unnecessary to use exactly the same shade of blue as the browser default, unvisited links must unmistakably be blue and visited links must unmistakably be reddish or purple. When non-standard link colors are used, users lose the ability to clearly see which parts of the site they have already visited and which parts remain to be explored. The user s sense of structure and location in the site is significantly weakened, and navigational usability suffers as a result. Some users will waste time selecting the same option repeatedly; other users will give up prematurely, thinking they have explored all options when in fact they have not; and some users will not be able to get back to a section they read and found useful because it is not differentiated in the list. Use the standard link colors. Last saved: 23-Oct-2002 Page 16 of 16
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