Reality and virtual feed off each other
Although users want to find what they are looking for immediately, if they are comfortable on the site, they also like to browse. This depends entirely on their comfort on the site. When they decide to browse the site (instant decision), we get the opportunity to better introduce ourselves or our product/service.
What should we pay attention to when we have this opportunity? Of course to guide users. All navigations, menus, and buttons that point to another page should have a good interface. Just as we direct the vehicles with the signs on the roads, we should direct them within the site in this way. We don’t want them to lose. Quick info; one of the most used buttons in browsers is the back button. Because they want to know where they are while browsing the site. They don’t want to lose the way. This situation looks like this: We know how to go to a cafe and a restaurant from our house, but we do not know the way between cafe and restaurant. For this reason, we return home every time and determine a road map. We can help them using breadcrumb.
We already know that we are inspired by real-life when designing. Let’s take this one step further. Because everything we do on the web has a real-life equivalent. Let’s give an example of an e-commerce site selling clothes. The real-life equivalent of this is a store. When you look at the store, you know what you can find there; this is your identity. They divide the store into sections such as t-shirts and jeans with huge panels; these are your categories/menu items. If you know what you’re looking for but can’t find it, the shop assistant will help you; this is your search button.
Of course, the e-commerce site is independent of the physical environment and has different advantages. But the best place to learn the user experience is in real stores. If you can, find and experience the real equivalent of your virtual work. What did you like and dislike? Here’s the path to understanding users.
Keep users out of confusion. This is about focus. If you give users a choice of 2 things, they will choose immediately. For example, they can quickly select one of the two categories. But when it goes up to these 5 categories, the thinking time increases. If you show 10 categories, this time they probably won’t choose any of them for a while. Because the choice is now difficult for them.
So what do we do if our product/service is too many? We will not provide all of them. First of all, we should think of users, after understanding their wishes, we should show the appropriate products. Other products are not suitable anyway, it will cause nothing but confusion.
I’ll give another example of this from Steve Krug’s book Don’t Make Me Think. When you try to read an article or news online, the site may direct you to the membership page. There are many options for membership; You can subscribe, log in, you may have forgotten your password, etc. Giving all content at once confuses users. So give whatever they need when they need it.
You don’t need to explain a good joke.
The same is true for a good site. Let everything be clear. Let me admit, I used to love to explain. But unfortunately, many users do not read all the beautiful descriptions we have written and fancy words. Do not think as follows when entering content on the site; ‘site shouldn’t be empty’. We don’t have to explain everything, we’re not doing a seminar after all.
Yes, I know some words are a marketing tactic. But let’s be clear that now the user knows these words, it does not sound different than normal. Even Apple doesn’t say ‘insanely great’ anymore.