Create and Satisfy Demand: Two Tools to Complete the Marketing Loop
It seems like just about every week a new technology for your website comes along to make it faster and more powerful for your customers or potential customers. There's even a new class of such technology called "Rich internet applications" (see definition below). But just because a technology exists, that doesn't mean you should use it. In the pages that follow, we'll outline some common mistakes to avoid.
So what's a Rich Internet Application, anyway?
Rich Internet Applications (RIAs) -- using technologies like Flash and Ajax -- are a cross between web applications and traditional desktop applications, transferring some of the processing to the client's desktop instead of having to repeatedly go back to the server.
Used correctly, Rich Internet Applications can:
- Incorporate application-like functionality
- Provide more interactive features like drag and drop
- Replace the HTML "page-by-page" metaphor
- Show content in a single screen
- Save user clicks
- Prevent loss of context with page refresh
- Improve response time
But used incorrectly, they can cause problems. Keep reading to find out what not to do with your website.
Too-Fast Transitions
You need to make sure that your users see what you want them to see.
Rich internet applications can be fast, sometimes too fast. Because RIAs allow transitions to take place more quickly, users may not know an action has occurred.
For example, Gap.com provides an animation that indicates items have been added to the cart while on a browsing or product detail page. It is the fact that the animation slides down and catches the user's eye that confirms items have added to the cart.
Here is one example of a user-friendly animation window:
Absent Instructions
New functionalities need new instructions.
As more and more websites are using rich interface design, prompts may need to be added for users to understand the different or newer features.
On Google Maps, for example, users encounter a "drag and drop" feature that allows them to click on a specific section of a map and drag to see the adjacent areas. Most users Molecular tested did not notice this feature until it was pointed out. It would have been helpful to include more upfront directions about this exciting functionality. Other features have similar road blocks, such as the hybrid and satellite views. If a user is not familiar with those features, they are not compelled to click.
A simple, yet noticeable sidebar that explains what hybrid or satellite view is tells users that additional options exist and guides them through the process. This way, users can see the difference in an easy-to-read, yellow information box that highlights key features that make sites such as Google Maps unique.
The following image of a hybrid Google map shows the enhanced results simple instructions can provide:
Changed Conventions
Don't confuse your user by changing conventions or standards.
Rich internet applications allow companies to enhance websites with a variety of widgets-- icons such as buttons, checkboxes and sliders that initiate actions.
But websites that modify the conventional behaviors of widgets can cause confusion. For example, users visiting the Kayak.com Flight Finder site have trouble operating the slider widgets that appear in the left-hand corner of the image displayed below. Conventional sliders contain one tab that users can click on and drag across a timeline or ruler. Kayak's site introduces sliders with two tabs that users can adjust from either end of a timeline. The "double tab" approach confuses users because it modifies conventional slider behavior.
The bottom line: cater to users' comfort levels-- if an icon looks like a slider, users expect it to behave like a typical slider.
Inconsistent Experiences
Websites that use Rich internet applications must create an end-to-end experience that is satisfying for the customer. Users' experiences deteriorate when their online actions do not produce clear, desired results.
On the L.L. Bean website, for example, online shoppers can create a custom, monogrammed tote and view the tote at various stages of the creation process. However, when navigating the site, users could see what their final tote looked like in size and color, but could not see the tote with a monogram added. All stages in the design process had strong RIA implementation except the monogram feature.
When using RIAs, make sure the customer experiences consistency. In the end, the mechanics of the site should be transparent to the user. All they care about is whether the end of their shopping experience was as satisfying as the beginning.
Unnecessary Widgets
Sometimes plain old HTML is better for parts of your website; you need to select appropriate uses for Rich internet applications.
One of the biggest challenges in implementing new technology is deciding when to use it. For example, a straight forward article still benefits from a simple HTML introduction. But, HTML and RIAs can be used in conjunction, as in the Banana Republic homepage (see below). RIAs are implemented in the visual portion of the homepage, while clear HTML text is listed above to allow users to shop for clothing immediately.
Using both HTML and RIA lets Bananarepublic.com be compelling and unique without sacrificing simple functionality most users demand.
3 To-Dos
After listing five key things to avoid on your website -- particularly when implementing Rich internet applications -- below is a quick list of three absolute to-dos:
Create seamless transitions from RIA to HTML: The transition can be jarring if not executed properly. Remember, users don’t know the difference from a technical standpoint, but they do notice discontinuity. An abrupt downgrade or upgrade in functionality can ruin the experience
Users benefit from staying in context: Users benefit from a simple display of information. It’s important to stay in context and have information update immediately without waiting for the data to go back to the server and having the page re-fresh or re-paint, like in traditional HTML. RIA implementations allow for greater interface design, without compromising clarity.
Give users more control: Visualization tools are a key benefit of deploying RIAs. By creating custom designed products, designers can give users the tools to solve real world problems. A good example of this is Single Screen Checkout, a solution that allows users to input billing and shipping information and then view their orders without having to wait for page refreshes. With more feedback and data readily available, users have more control over their internet experience.