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Successful Web sites are not only functionally brilliant, not only amazingly designed, not only rich in information, not only easy to use. Rather, they balance all these elements. Usability needs to focus on the wide angle of making an offering relevant first and efficient second. Factors to analyze to gauge the balance of usefulness and usability include: 1. context, 2. value proposition, and 3. actionable architecture.

Copyright Crain Communications, Incorporated Aug 11, 2003

YOUR WEB SITE may be usable, but is it useful? While this seems like a simple question, it isn't an easy one to answer.

That's because the Internet looks like a branding and communications vehicle to some and software to others, depending on the evaluator's particular expertise. A usability expert might deem a photograph on the home page unnecessary; a marketing person might see it as vital. So, who is right?

Successful Web sites are not only functionally brilliant, not only amazingly designed, not only rich in information, not only easy to use. Rather, they balance all these elements. Users will abandon a site that does not provide appropriate information, does not appear relevant, does not load fast enough or is difficult to navigate.

Unfortunately, most of the attention paid to usability is usually limited to basic page layout, as well as how the user navigates a site. This is not enough. Usability needs to focus on the wide angle of making an offering relevant first and efficient second.

There are two distinct facets of usability:

A useful Web site: Is your site's base premise appropriate, interesting and relevant to the target audience? Will a user want to use it?

A usable Web site: Is your site engaging, compelling and efficient enough for the user? Can a user use it?

How do you know if your site is useful? Analyze it from a common sense perspective using basic filters for purpose, structure and delivery. Focus on the user experience. The best site will be an equal balance of usefulness and usability.

To gauge the balance of usefulness and usability analyze the following factors:

* Context-is the site's purpose clear?

* Value proposition-is it clear to a user what's in it for him or her?

* Actionable architecture-what can a user do?

* Eye flow-does the layout enable desired task flow?

* Digestibility-is content presented in ways a user can understand and digest easily?

* Value add-is there any reason beyond task accomplishment to warrant continued or repeat use?

People abandon sites primarily out of dissatisfaction with the site-not the product. Ask yourself: "Why do I have a site in the first place?" "Is the site for me or the user?" "Is it engaging, compelling, relevant, efficient and satisfying?" Analyze your site continuously from all angles. This type of ongoing therapy is good for you and your business.