{"id":20107,"date":"2017-07-04T13:27:04","date_gmt":"2017-07-04T12:27:04","guid":{"rendered":"http:\/\/digileaders.com\/?p=20107"},"modified":"2018-02-14T12:33:16","modified_gmt":"2018-02-14T12:33:16","slug":"clear-thinking-give-online-visitors-great-experience","status":"publish","type":"post","link":"https:\/\/digileaders.com\/clear-thinking-give-online-visitors-great-experience\/","title":{"rendered":"Clear thinking: give all your online visitors a great experience"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Are you overlooking basic principles of usability?<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Who wouldn\u2019t agree that your website visitors deserve a comfortable online journey?<span class=\"Apple-converted-space\">\u00a0 <\/span>\u2018User experience\u2019 \u2013 or UX \u2013 has been a web design buzzword for more than a decade. So it\u2019s all the more surprising that in 2017, many organisations still seem to overlook basic principles of usability.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Legislation in Europe and the US makes accessibility a must-have for all public sector service providers. But despite the good intentions of our lawmakers, nobody has yet legislated against poor website design.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Whether you\u2019re a local council or a utility provider, you\u2019ll have a huge spread of online \u2018customers\u2019 to cater for. Many of your users won\u2019t speak English as their native language. And as many as 10% will have some kind of visual disability or cognitive impairment that makes navigating the web a real challenge.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">UX matters for every web site. None more so for local government and public-sector providers of essential services that can be a lifeline to whole communities.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">As GOV.UK has already stated, \u201cThe style is about writing clearly, concisely and without jargon. Everyone can benefit from simplicity. Some people have previously seen this as \u2018dumbing down\u2019 but being open and accessible to everyone isn\u2019t \u2018dumb\u2019 &#8211; it\u2019s our responsibility.\u201d<\/span><\/p>\n<p class=\"p3\"><strong><span class=\"s1\">So what\u2019s the secret of great UX?<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">It\u2019s a subtle art, but one very short answer is simplicity. Don\u2019t give people too many bewildering options. Funnel them gently to finding the information they need, rather than wading through dozens of irrelevant pages. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Keep writing clear, consistent and easy to understand. Why confuse car drivers with a button labelled \u2018Penalty Charge Notices\u2019 when most people understand \u2018Parking Fines\u2019 better?<span class=\"Apple-converted-space\">\u00a0 <\/span>And if you\u2019re providing healthcare information for patients and hospital visitors, why use medical jargon like \u2018Radiology\u2019 when \u2018X-ray\u2019 is instantly understood? Don\u2019t be scared of plain speaking: tools can help check that your website reads easily. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Design true usability into every web page to help people facing a range of literacy challenges. At Texthelp we use easy-to-read fonts in 12 point size or bigger for all our writing. What\u2019s more, all our digital output aims to meet the latest Web Content Accessibility Guidelines (WCAG 2.0) to at least AA compliance levels.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">And by all means, embed accessibility features to help the widest possible range of users. Increasingly popular with local government, healthcare and other public-sector organisations, digital inclusion software makes web sites more accessible with text-to-speech, translation, page magnification and other handy tools.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">So when it comes to website design, don\u2019t just focus on the finishing line. It\u2019s the journey getting there that\u2019s equally important for your customers. Otherwise, there\u2019s a real risk you\u2019ll frustrate the very people you\u2019re meant to be helping. And that\u2019s something that no government can impose laws against. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you overlooking basic principles of usability? Who wouldn\u2019t agree that your website visitors deserve a comfortable online journey?\u00a0 \u2018User experience\u2019 \u2013 or UX \u2013 has been a web design buzzword for more than a decade. So it\u2019s all the more surprising that in 2017, [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":20108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"class_list":["post-20107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","region-online","topic-digital-inclusion","topic-digital-skills","topic-government"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Clear thinking: give all your online visitors a great experience | Digital Leaders<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digileaders.com\/clear-thinking-give-online-visitors-great-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clear thinking: give all your online visitors a great experience | Digital Leaders\" \/>\n<meta property=\"og:description\" content=\"Are you overlooking basic principles of usability? 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