Making you Think (in a Bad Way)

On Friday, I was getting ready to fly to Monterey, CA for Internet Librarian 2014, and needed to pay for something on my flight with American Airlines. The screenshot above is the credit card payment page on American Airline’s website.

It’s weird. Instead of running your name, address, etc left to right, they run everything up to down. So my name? There are three vertical boxes for first, middle initial, and last.

That’s pretty much like no other credit card page ever.

And it forced me to think about the functionality of the page. For example, I really, really wanted to type my middle initial in the Country box, and my last name in the City box. Then, since I’m used to typing left to right, when I reached the Street address box, I couldn’t enter my city next. I had to search for the City box … because 9 times out of 10, most of us generally type address, city, state, zipcode. Except, apparently, for American Airlines.

So instead of thinking about my purchase (paying $15 extra to board in group 1), I was having to think about where to type my middle initial and my city.

My point? Don’t ever force your website visitors to have to think about your website and your poorly-done forms. Keep website visitors focused and thinking about the things they really want to do (i.e., check out a book! borrow a movie! read your cool blog post! etc).

If your website visitors have to think about how the functionality of your website works … you have failed.

Register for this UX Virtual Conference

Make sure to register!

I’m participating in a really cool virtual conference this Friday focused on UX for libraries. Here’s the info:

What: User Experience: Seeing Your Library through the User’s Eyes

When: Friday, September 19, 2014

Description: User Experience, or UX, is an increasingly important way of evaluating and informing library practices. UX focuses on knowing about our patrons and understanding their perspectives, then using that to inform everything that libraries do, from our websites to the services we provide to the physical layout of our buildings. Join five nationally recognized experts on user experience in libraries for this one-day, live online conference!

Speakers include: Michael Stephens, Aaron Schmidt, Kathryn Whitenton, Elliot Felix, and David Lee King

Make sure to register!

Usability is Still a Thing

AirTran Check-In

Usability. It’s something ALL websites should work on … all the time.

For example, check out this AirTran page. I was checking in and printing boarding passes for my daughter, and this page appeared. Directly underneath the “print now” label, there’s a button that says “continue.” The button is big, obvious, the text is bolded, and it’s right underneath the “print now” label.

Guess what I did? I clicked “continue.” Which was the wrong thing to do. There’s actually a “print” button there too, to the right of everything. Pushed off to the side, no bolded text, smaller, etc.

Do you think AirTran could improve this? Yep. Pretty easily.

Now – think about your websites. Is there anything … anything at all … that you could improve pretty simply?

Probably so. Go do it.

 

Your Website is Already Mobile

Your website is already mobile. It just might not be delivering the best experience.

Jeff Wisniewski, in his presentation on responsive design at Internet Librarian 2013, said this – “All of your content is now mobile, so be kind.”

What did Jeff mean? Probably this – If your organization has a website, it’s already “mobile” … because people with smartphones can get to it using their smartphone web browsers.

It’s a done deal.

Well – sorta done. Your website might be available to mobile users, but is it usable? Does it adapt or respond to different screen sizes? Is the content written to be quickly scannable on a mobile device, or is it a huge river of text?

Here’s a question for you: What kind of experience are you providing your mobile customers? Is it good or bad? Have you ever thought about the mobile web user experience? If your organization is providing a less-than-stellar” mobile web experience, what are you planning to do to improve it?

I’d love to know!

Pic by Robert Scoble