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Top ten tips

Posted on 20 Nov 2006 at 16:57

Kevin Partner presents his top ten tips for making your web application a successful one

In my last column, I looked at the role usability plays in the success of a website or web application, so this month I'll present my top ten tips for a successful web application design. How am I defining successful? Well, in the case of a shopping cart application, success means that the customer completes the checkout process; in the case of a hired intranet, it means the application is good enough that customers continue to pay their monthly subs; in the case of a Flash product configurator, it means the application significantly improves the likelihood of a customer buying something. Never forget that even where your customers pay before gaining access to your application, you'll almost always need to provide a free trial, and if that fails to impress you'll never see the colour of their money. So here goes:

1 Begin with a good design
The essence of a good application design is that you develop it with the needs and interests of the target audience in mind, rather than with what you think is cool or expedient. Simplicity is the watchword, so if it isn't needed, drop it.

2 Minimise the steps
You've taken the time to understand what your target audience will use the application for (and if you haven't, stop now and do it) so you'll know which functions they'll be using most often. It's essential you make using these functions as efficient as possible, most obviously by reducing the number of steps they take. For example, if you're developing an online photo-editing application for non-technical users, you might want to put red-eye reduction on its main toolbar, whereas something less used, such as skewing, could live inside a menu. Resist the temptation to fill up the user interface with options: you'll almost certainly find that most of the time your users employ only a tiny subset of the application's functionality. These functions - half a dozen at most - should be reachable quickly and with minimum fuss, which will create a positive impression of the application in your users' minds.

3 Assume no knowledge
In most cases, your user is going to be Mr or Ms J Public and they're likely to be far less technically proficient than you imagine. Many regular internet users don't understand terms such as Flash, HTML, plug-in or Shockwave, let alone ASP, SSL, POP or SMTP. Grasping this truth was like being slapped around the face for me, because I suddenly understood what crimes I've committed in this area over the years. I shudder to think how many wretched punters I've left scratching their heads in confusion over website copy that makes absolute sense to myself, the people who work with me and every other web developer, but is completely opaque to some of my intended customers. It's taken hundreds of emails from confused people asking what appear to be the most inane of questions for me to realise just how non-technical the average internet user is. I subconsciously imagined that since these people clearly knew enough to navigate to my site, they must therefore be comfortable with using the internet. It seems, though, that many, and perhaps most, people treat using the internet as a "seat of the pants" experience and are looking for a safe haven when they arrive at their destination.
One of the key changes we made in the site redesign of passyourtheory.co.uk was to remove all jargon (or, where that's not possible, to explain it) and assume absolutely nothing whatsoever about our visitors' technical ability. Since the Flash Player is required, it's essential that we explain exactly what that means and that it's a free download (many people don't know this). We also need to let the users know if they actually need to install anything.