Before we start talking about what usability is, we must do a brief retrospective to understand why it is necessary for the current sales system and in attracting potential consumers.
A few years ago the interest of the companies was to distribute their products, to promote their brand through them. This type of promotion will end up being insufficient for the brands, since little by little other companies will begin to offer similar products, thus becoming competition. The solution was found starting to also distribute services. Nowadays, however, consumers no longer look for products or services, but rather the experience that they can provide them. Consequently, brands have started a race to reinvent themselves, search for and offer the experiences that consumers expect to obtain, consumers, moreover, increasingly demanding.
The subtle experiences
The word ‘experience’ linked to the demand of these consumers, can create pressure and make the only thing we can think about is crazy activities that can be offered to them; in such a way, that we can forget another possible aspect of this word: create subtle experiences that end up being in the subconscious of the consumer and help to create little by little, a positive image of the brand.
An example of these subtle experiences can be web pages, no one will deny that browsing a website can be an odyssey. A good website can attract and retain, over time, even more, people than a great offer. But for that, it must meet usability requirements that will help the potential consumer feel comfortable while they are browsing. Thus, usability can be defined as the measure of the quality of the user’s experience when interacting with a web page, a software or a device.
The keys to usability
Usability can be studied and measured from different factors:
The precision with which users get to perform their actions, also linked to the ease with which the user can learn to move around the page.
The speed with which users can perform the actions, either referred to the loading speed of the same page or the ease to find what you want (design, icons, and simplicity of language).
The comfort that users feel regarding the web page system (consistency, error prevention, ease of recovery from errors, etc.).
In addition to these three factors, web pages must also be considered as a bidirectional communication tool. The user must know where to go if he/she wishes to make any inquiries and be able, in the best of cases, to provide a response in real time.
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