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Real-Life Communication -- Solution

As a usability engineer, you must critique websites. More than that, you must think about the company's profits and how you can improve them. Here's what you could say in your report:

One of the first things I noticed upon visiting your site is that I couldn't immediately read what your company does. It took me three clicks to find out what your company can offer me. Another problem is that I had to scroll very far down the page to find the "add to cart" button. If you plan to make revenue from online sales, it should be easy for people to access this button.
When I began to shop on your website it was difficult for me to make decisions. All the products sound so similar. They all sound like very high quality products, but I need to be able to narrow it down to choose the right one for me. The product descriptions need to reflect the way a sales representative in a store would guide me to buy a product. I tried to take the quiz to help me decide. I filled out all the questions and it took five minutes to complete. There are few customers who would take that long to complete a quiz.
I would like to redesign your page to better accommodate the customer. Through intelligent use of programming, we can guide your customer to choose the best product for them in less time. The redesigned site will clearly present what your company can do for the customer. Once they are engaged, it will also better enable the customer to make decisions online. And when they reach those decisions, it will guide them to make purchases online with ease.

Susan Reale is a qualitative and usability research consultant with her own company REALeResearch. She says communication skills are extremely important for usability professionals. "You're dealing with the Internet, which is a communication device in and of itself," she says.


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