UX Magazine

Defining and Informing the Complex Field of User Experience (UX)
Article No. 1182 February 4, 2014

Usability Tip: Help Your Users Act

One of the best ways to learn what works and what doesn’t work when it comes to UI and usability is to look at as many samples as possible, testing out pages and evaluating how certain elements are being treated.

While on vacation overseas, I tried to check NYC local news and visited New York Daily News on my iPhone 5S. I immediately encountered a popup inviting me to save NY Daily News to my home screen, which I thought would be a great idea.

Popup on New York Daily News

I went ahead and tapped the red icon on the left only to realize it was not a button. I then went ahead and read the full copy (which I admit, like most users, I didn’t do before) and found I had to tap on the arrow. I tried tapping on the down arrow of the actual popup bubble and nothing happened. I carefully tapped the down arrow of the red graphic on the left but nothing happened. I scrolled down looking for an arrow but the popup scrolled down with me. I finally X’d out (but not before taking my screen shot). When I tried to test this out again, I wasn’t able to receive the popup or the option to save to my home screen again.

This confusion scenario reinforces the following usability considerations:

  1. Users don’t read. Reduce instructional copy to a minimum. A simple “Add to home screen” button would have been sufficient in this case.
  2. Action items should appear clickable. The lack of a button in this case caused me to believe that the left icon would serve as an action item. Action items should be recognized immediately and users should not have to read instructional copy on where to click in order to do something.
  3. Allow easy access to previously offered options. Canceling a popup is normal user behavior as advertisements often display as popups. However, in this case, taping the X icon not only closed the popup but it removed the future opportunity of adding the New York Daily News to my home screen. Allow users to easily find functionalities offered throughout the user experience later in the browsing process.

Share your examples of calls to action that really work as well as popups gone awry on Twitter, Facebook, or Google+ using the hashtag #helpusersact. Include a brief explanation of why your example engages or fails to. We’ll add our favorite submissions to the gallery below. (Image of "click here" sign courtesy Shutterstock.)

ABOUT THE AUTHOR(S)

User Profile

Tammy Guy is the founder of a visual design and usability consulting firm focused on strategic brand planning, creative direction and diffusion of user experience problems by applying design theory and usability best practices in a rapidly changing Web environment. Her firm provided consulting services to clients from various industries such as fashion retail, commodity retail, pharmaceutical, insurance, financial services, social networking and others. Services include product evaluation, strategy and planning, creative development and direction and usability consulting. 

 

In addition, Tammy has been a frequent guest speaker with the Nielsen Norman Group for the past few years where she teaches visual design and usability classes. 

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Comments

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no offense but you tried clicking on the chevron second? ... really? ... so my personal opinion is this: you should be VERY aware at how to be a great smart intelligent user, the kind of user who can navigate the worst of UI situations and know a lot of about design trends and technology... from there you'll know how to ask the people you bring in for usability studies the kinds of questions you need to be asking. I do agree this is neither good design nor very usable in the sense that even the text reads "click on the arrow" ...there's 3 arrow icon buttons so could've been done A LOT better but... c'mon ...the chevron? lol

48
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I would have reloaded the page if I didn't know any better :) The arrow leads to the reload button.

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It looks like the root cause of this bad interaction was that the site designers failed to update their interface to account for iOS 7's new Safari interface. In previous versions of Safari, the tail of that interface balloon would be pointing at an arrow icon, which is the arrow to which the text in the bubble refers. Now, it points to the refresh button.

This should serve as a warning to make sure your software or site is up to date with the system it is running on. Perhaps better still would be to reconsider relying on fickle conditions like the position of browser buttons in the first place.

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And what if I see this page from a custom in-app web view? Buttons could be anywhere. It's just a sub-optimal way of doing things. Make a native app if you want to be on people's home screen.