ifindu’s mini world

July 30, 2008

[FLEXIBLE LAYOUTS - CHALLENGE FOR THE FUTURE]

Filed under: Experience, Idea, Web Design — Tags: , , — Nguyen Thi Hong Hanh @ 10:12 am

This article is a guest post written by Dirk Jesse, the developer of YAML (Yet Another Multicolumn Layout), an (X)HTML&CSS framework which explains his motivation for YAML in the last paragraph of the article. This article is supposed to initiate the discussion about the need for more flexible layouts in modern web design and explain why flexible designs are still important — even despite the Full Page Zoom-functionality implemented in most modern browsers.

The new generation of web browsers — Firefox 3, Opera 9.5 and Internet Explorer 7 — provides a feature which seems to save a lot of work for web-developers in the future, namely the Full Page Zoom. Instead of allowing users to increase and decrease the font size on a given web-site, browsers now enable users to literally scale the rendered layout including visuals and background images. The whole design layout is scaled proportionally according to some adjusted zoom-factor, with all the elements of a page’s layout expanding equally. Consequently, every fixed, pixel-based layout becomes “scalable”; the content area always remains within the layout box it is supposed to be in and there is no chance of producing overlapping boxes as we’ve seen in the previous generations of web-browsers.

However, is the new zoom-technique indeed so advanced that we don’t need flexible layouts any longer? Just as this question is extensively discussed in the blogosphere, it is extensively answered with “yes”. And there is a good reason behind it. The coding of a fixed layout is much easier and, when used properly, produces exactly the results a designer is willing to achieve. With fixed layouts, designers can ensure the exact positioning of each pixel (a dream of many graphics designers comes true!) and the user can adjust the size of the layout with a scaling zoom on demand. No wonder that it’s tempting to motivate the switch to fixed layouts. However, as professionals, we need to consider how reasonable it is from the professional point of view.

In the following let’s discuss why we strongly believe that this paradigm won’t lead web design to more user-friendly and accessible web-sites, why flexible layouts still remain important today and why they will become even more important in the future.

Where Full Page Zoom doesn’t help at all

The main difference between fixed (px-based) and flexible (%-based) layouts is the simple fact that flexible layouts can better adapt to user’s viewing preferences. With flexible solutions, the width of the layout depends on the viewport of the browser and can perfectly fill the viewing space without any manual adjustments from the user’s side. Fixed layouts can’t do that. Full page zoom, when applied to fixed layouts, enables users to manually adjust the design after it has already been rendered.

Another important aspect which is worth keeping in mind: Internet Explorer 6, probably the nightmare of every web-developer out there, has a market share of almost 40% — and it doesn’t support zoom at all.


According to w3schools.com, the larger and wider screen resolutions (larger than 1024×768px) will become a standard in the future.

More problematic is the overwhelming confidence of developers that the individual decision-making is better for users from the accessibility point of view. When applied to fixed layouts the web-developer delivers a clear message:

Dear users, your browser can zoom my fixed layout - so please help yourself if you want or need to!

From designer’s perspective with this argument it is tempting to switch to a more comfortable (fixed) design solution at expense of accessibility. Why should a user adapt his viewing preferences to a web-site? Shouldn’t a web-site rather adapt itself to the viewing preferences of its users? If you think about it for a second, you have the same situation as in a cloth store where you are offered cloth only in some very specific size. If the size doesn’t fit to you, it’s your problem, not store’s owner. And if you want to you can take a needle, some fabric and create the cloth of its own choice for free. That is not user-friendly.

Even more crucial is the simple fact that full page zoom isn’t really feasible in practice. Let’s assume that the designers has a fixed layouts with the width of 960px. To zoom it using a 150% scale factor and still browse the page without horizontal scroll bar, users need to have at least the screen resolution of 1440px and a browser opened in the full-screen-mode. Is it really a path for the Web to take in the years to come? As Nancib states, “problem is that sometimes the font on a page is friggin’ tiny without zooming it in, but zooming the page (with the images) doesn’t just make it more readable.”

Web developers often tend to argue that flexible layouts are too complex and with full page zoom every fixed layout is becoming scalable anyway. That’s right, scalable, but not flexible. Why should a browser correct the mistakes a developer or designer has done when creating a site layout?

Flexible layouts are hard to control? That’s not true!

Whenever designers argue against flexible layouts they tend to use the following argument:

In flexible layouts the text flows in the width when expanding the browser window, making the content hard to read. This text flow is hard to control.

Wide text flow is definitely not a nice thing to offer your visitors. However, text flow doesn’t need to flow in the width when the browser window is expanded. To achieve attractive flexible designs one can use the properties min-width and max-width. Of course, Internet Explorer 6 doesn’t support both of them — just as it implements both hasLayout-model and the Float-model incorrectly. However, this is not the reason to not use floats for your design layouts, right?

To simulate max-width and min-width you can use various workarounds (JS Expressions); and to simulate min-width you can even use a pure CSS-solution. But what happens if the user’s browser doesn’t support JavaScript? Well, in this case a flexible Layout without max-width doesn’t necessarily destroy the layout, although the text flow may be too wide. But this is what the Progressive Enhancement is all about, so this is not that problematic.

How to find an ideal width for a flexible layout?

Let’s consider how wide the layout should be for an optimal flexible layout:

  • Layout width: use width:auto or any %-value to make sure that the layout makes use of the available width of the browser windows automatically.
  • Minimal width: use some px-value (e.g. 760px). This lower bound should be used for all pixel-based layouts, so the content remains readable when displayed in the minimal screen resolution.
  • Maximal width: use an em-value (e.g. 90em). Thus the text flow doesn’t grow in width in an uncontrollable fashion, but remains constant for various screen resolutions. Side effect: the maximal width is scaled according to the font-size of the browser.

Also keep in mind that we, designers, don’t really have the design layout (whether fixed or flexible) under control as the presentation of our layouts depends on the browser, font size adjustments, operating system, alternative user-stylesheets etc.

The Holy Photoshop Mockup

The most frequent argument used to motivate the fixed layout solution is the fact that customers are confident that a perfect Photoshop mockup would look best when displayed 1:1 in user’s browser. Indeed, it is hard to explain to the customers that flexible solution, although looking differently in different context, has some advantages. After all, if the design doesn’t look as expected on senior project manager’s wide screen laptop, then this is not something the customer would agree on.

However, following customer’s decisions blindly you neglect your professional responsibility to develop accessible, user-friendly web-sites. It’s your duty to complement your customer’s wishes, compromise and seek for the best possible solution for users and not for the senior manager. A quick argument that a user-friendly solution which doesn’t look best at some specific configuration would bring more satisfied customers and consequently more money in a long run usually suffices.


Vivabit.com: transparency, patterns and background images can lead to impressive and flexible results.

The end-result layout isn’t supposed to be used as a nice screenshot for one single portfolio. It has to serve users’ needs and enable them to get to the content of the site as quickly and as painlessly as possible. Take your time and go through some of the layouts presented in numerous CSS-showcases. In way too many cases the attractive pixel-based design breaks down completely when the browser window is resized or the content is scaled. A Photoshop Mockup isn’t necessarily easy to convert into a flexible design layout, however it is definitely worth consideration. Transparency, patterns and background images can lead to impressive and flexible results.

In most cases we design web-sites not to present some design, but to let the design help users to achieve some objectives such as finding the information they are looking for. Graphics-heavy flexible layouts are not easy to achieve and require planning, patience and confidence that the results are worth it. However, these efforts improve user experience and make the design medium-independent.

Mobile Browsers – Why flexible is better

Mobile Web layouts as well as its small and big problems are a topic which is worth a single discussion. Just one year ago my old mobile phone could access the Internet, however it was extremely hard to browse web-pages, read them and navigate. With the improved user interface of iPhone it has completely changed. Mobile web-browsers (e.g. Opera Mini or Safari on the iPhone) have dramatically improved over the last two years — at the moment it is almost natural that they render web-pages without any considerable display errors.

My iPhone has no problem displaying flexible layouts in the landscape format or portrait format; in fact it automatically adjusts them to the best format which fills the whole iPhone window. At the same time I often experience problems when loading fixed layouts — from time to time they need to be zoomed in to fill in the whole browser window.

What holds for mobile devices holds also for printing devices. Ironically, nobody really argues about the advantages that flexible layouts for print layouts manage to deliver. Flexible design allows to use portrait / landscape - formats for optimal printing.

The decision for flexible layouts against fixed layouts doesn’t only improve the accessibility on Desktop-PCs, but also creates robust and flexible medium-independent layouts which can be easily adapted to any output devices. After all, with flexible rules (relative measure units, minimal margin and padding, alignment etc.) instead of fixed rules (px) rendering engines can better consider the properties of the used media.

The future, the unexplored land

As mentioned above, the mobile Web is becoming more and more important. Are we now going to optimize layouts for 640×480 or 800×600? The screen resolutions are increasing, the prices for high-resolution displays are decreasing. At the same time the physical resolution of devices as well as the spatial printing resolution (dpi). Consequently, the absolute size of one pixel decreases. No wonder that pixel-based definitions are becoming less expressive.

The gap between low-resolution displays and high-resolution displays hasn’t bridged over the last 10 years. On the contrary: the gap has increased dramatically. Web-sites are viewed in hundreds of possible screen resolutions while each user may have his own preference for the viewport of his browser. This consideration alone explains how important flexible design layouts are today and how important they will be in the future. Consequently, fixed layouts won’t make the cut in the future as designers will need to consider more and more different devices to optimize the design for. What we need in web design to come to grips with all this variety are dominating relative measurement units.

Flexible Layouts with YAML

YAML (”Yet Another Multicolumn Layout”) is an (X)HTML/CSS-framework which was developed especially to meet the requirements of flexible and user-friendly design layouts. Since June 2007 YAML is available in English and provide an extensive documentation. Most CSS-Frameworks like Blueprint CSS or YUI Grids offer designers a predefined system of CSS-classes to create grid-based layouts visually. To create a layout designer needs to create a HTML-structure of the site and to assign CSS-classes to containers. The rest is automatically taken care of.

YAML takes a different route. The Framework supports the development of grid-based layouts as well as the development of the grid system - with the emphasis on flexible layouts. If a designer wants to create a grid-based layout he can use the basic skeleton with three columns, header and footer. Each element can be removed or adjusted to user’s needs. The actual design, the positioning of the columns, is done using CSS-definitions (and not HTML-structure as it is done in other CSS-frameworks). The benefit for designers: with YAML one has better options for defining his own system of classes, using any measurement units and getting clean code.

Based on the HTML-structure of YAML, the framework includes layout presets which already prevent IE-bugs; thus the framework makes it easier for designers to create a layout which works in both modern and older browsers. Layout examples provide an overview of what is possible with YAML and may deliver some ideas for your future layouts. Apart from that, YAML offers a set of flexible grid-components which you can use to create columns within columns and thus design a more complex but flexible Grid-layouts.


YAML Example: a demonstration of YAML’s flexible grids.

Consider the example above. BluePrint CSS has a demo-page which displays a layout created with Blueprint CSS. And this is the result of the very same template created using the flexible grid-elements of YAML. The scaling works even in IE 5.5, including min-width and max-width.

Apart from layout design, YAML also delivers style sheets for print layouts, as well as components for horizontal and vertical navigation. YAML definitely requires some time to climb the learning curve: the tool offers a variety of functions and user-friendly flexible layouts are definitely not easy to build.

The concept of YAML is, however, well documented in the online- and PDF-documentation and my provide beginners and professional with a good introduction to the framework. For practical purposes you can also use YAML-Builder, a handy tool for visual development of YAML-based CSS layouts which allows you to put the containers of the layout visually together via drag-n-drop. The valid HTML- and CSS-code is generated automatically on the fly.

From smashingmagazine.com

July 25, 2008

[WEB FORM DESIGN PATTERNS - SIGN-UP FORMS - PART II]

Filed under: Experience, Graphic Design, Web Design — Tags: , , — Nguyen Thi Hong Hanh @ 7:09 am

(smashingmagazine) Last week we have presented first findings of our web forms survey. The main objective of the survey was to provide designers and developers with some intuition of how effective web forms are designed; we also presented some guidelines of how an effective and user-friendly web form can be achieved.

We have focused on sign-up forms as we wanted to consider further crucial forms (e.g. checkout forms) separately. Afterwards we’ve gone through each and every one sign-up form of the selected sites and analyzed the design approaches implemented in these forms. Below we present the second part of our findings — the results of our survey among web-forms of 100 popular web-sites where web-forms (should) matter.

Please notice that this post is not about checkout forms — that’s a topic for another discussion, we may consider them separately in one of the upcoming posts. We would like to thank Wufoo for providing us with a framework to conduct our survey.

3. Functionality of the forms

In the first part of our research we have considered the placement of the sign-up links and sign-up forms as well as on the visual appearance of forms. However, no matter how nice a design looks like, if the form doesn’t work properly, the completion rates will remain low. Let us now consider the functionality of the sign-up forms as well as typical problems, patterns and solutions used when it comes to the design of these forms.

3.1. Hover, active, focus - effects in use?

Apparently, to improve form completion rates designers try to avoid all kind of distractions and offer a clear, unambiguous and simple web form. This is essentially the reason why any visual effects are used very moderately — if used at all.

Screenshot

  • 84% of the web forms which we’ve reviewed didn’t have any kind of hover, active or focus-effects,
  • 16% used very subtle hover-effects.

3.2. Help, support, tooltips: static or dynamic?

Sometimes the label of the input fields isn’t concrete enough; however, users need to have a sufficient understanding of the information they need to provide. Which characters are allowed in the username? How many characters should a password have? Does a provided e-mail automatically become login to use the service?

Hints and tooltips provide assistance helping users to minimize the number of times an input should be reconsidered. Besides, there is nothing more annoying that some input field which doesn’t accept user’s input although it seems to be perfectly correct. To avoid it, designers make use of (usually) unobtrusive and clear hints.

Screenshot

57% of the reviewed web forms provided “static” help — tips which are supposed to explain what is expected from the user’s input; these tips are obviously placed next to the input field. 10% of the tooltips appear on demand - usually after some help-icon is clicked or when the user is typing the information in the input field.

3.3. Help, support, tooltips: where are they placed?

When providing users with assistance it is necessary to make sure not that the help is simply provided, but that it can be easily found and understood by users. It is crucial to make sure that users don’t make mistakes associating a hint to an input field. To achieve it you need to know where users expect hints to appear. So where are hints and help usually placed within the form?

Screenshot

If hints and help appear, they appear…

  • below the field (57%)
  • on the right side of the field (26%)
  • above the field (13%)
  • on the left side of the field (4%)

We have observed a strong trend toward hints placed directly below the input field. Usually such hints have a slightly different color, in most cases lighter than the main content.

3.4. Input validation: static or Ajax?

Although Ajax seems to have literally flooded web sites with a rich user interaction over the last years, it still hasn’t managed to reach a critical mass among popular web-services. Surprisingly, we weren’t able to identify a trend toward Ajax. The “classic” validation techniques which validate input after the user has clicked on the submit-button are more popular than real-time-validation with JavaScript.

According to our research,

  • 30% of the forms displayed only an error-message at the top of the form (no input fields were highlighted),
  • 29% had highlighted input fields with corresponding messages next to the input field (no error-messages were provided at the top of the page),
  • 25% used both error-messages and input fields,
  • 22% used real-time validation with Ajax,
  • 14% used JavaScript-error warnings,
  • 1% used a system-message with a “go back”-link.

3.5. Design of error messages

As you can see, we have identified six different types of error validation. It is remarkable that 14% of the forms still use Javascript-error-windows to communicate problems (e.g. YouSendIt, Mail.ru, Newsvine, Clipmarks, Yandex, see screenshot below) while only 22% had at least partial Ajax-validation (usually for checking available user names). It is also remarkable that not a single site had no validation whatsoever.

Screenshot
Newsvine uses JavaScript-error warnings to communicate problems.

Usually designers tend to report mistakes using a) error messages appearing after the submit-button is clicked and / or b) highlighting “incorrect” input fields visually. In the first case errors are usually bulleted and presented as a list at the top of the page, before the form. In the second case usually the color of the border of the “wrong” input field is highlighted together with the label of the field (in most cases with a red text color and red background color).

Sometimes designers combine both techniques and use error message as well as the input field highlighting. For instance, consider the sign-up form on Ning (see image below) which combines both techniques.

Screenshot

Usually, red is used to indicate mistakes; however it is not necessarily the case. Tickspot, Mixx.com and Furl use yellow to communicate problems occurred during the form completion.

However, if any color is used at all to communicate a successful registration, then it is green. It was the case in 97% of web-sites where success was highlighted visually.

Screenshot

3.6. Is it necessary to confirm the e-mail?

Only in 18% of the cases it was necessary to confirm the e-mail (e.g. Odeo, Ning). To be honest, we don’t really see any rationale in asking users to re-type the e-mail — after all, users can see what they input because the e-mail field is not starred out (updated). Do you?

Screenshot

3.7. Is it necessary to confirm the password?

It sounds reasonable to ask the user to confirm the input as the user doesn’t see the information typed in (he/she sees asterisks instead). However, many sited decide to remove one input field to minimize the time required to complete the form.

Screenshot

In 72% of the cases it was necessary to confirm the password. However, many large sites such as Facebook, Friendster, LinkedIn, Stumbleupon, Pownce and Twitter don’t require password confirmation.

3.8. Is captcha in use?

While users would definitely be glad if captchas were gone, they are necessary in practice, because web-sites need to make it impossible for spambots to create numerous accounts as otherwise they would need to filter spam accounts in the database.

According to our research,

  • 52% of the sites don’t use captcha,
  • in 39% of the cases it was impossible to reload the captcha without reloading the whole form. This is really dramatic from the usability point of view.

However, we couldn’t identify a trend toward sign-up forms with or without captchas. In any case, if you use a captcha, please make sure that it is either always easily readable or users can reload the image in case it is not readable. Some sites haven’t offered the possibility to reload the captcha, but Digg, AOL, Slashdot, Google and Last.fm have made it possible to the users to listen to it in case it is hard to recognize.

3.9. Cancel-button in use?

When we were coming up with the design problems to consider when designing web forms, we have expected sign-up forms to not have a cancel-button, as it doesn’t really make much sense for the users to abort the form completion after all fields have been typed in. Yet we were partly wrong.

The cancel-button was used only in 8% of the cases. In some of these cases the “cancel”-button came right after the “terms and conditions”-section (e.g. Zoho Writer). Consequently, if users do not want to agree to the service conditions, they could abort the process. On the other side, some services offer a payment plan before the registration (e.g. Crazyegg). In case users have selected the wrong payment plan they can get back with the cancel-button and select another plan they prefer.

Screenshot

Apart from that: we just don’t understand why Dzone has a cancel-button placed on the left in its sign-up form.

If the cancel-button is used, it is placed on the right side of the submit-button (4%). Among the sites reviewed in the post cancel and submit-buttons didn’t have a strong visual difference and were placed next to each other. From the usability point of view it makes more sense to use a clear visual distinction between primary action buttons and secondary action buttons and introduce a significant amount of space to clearly separate them.

3.10. Alignment of the submit-button

Depending on the form layout it may make sense to align the submit-button on the left, on the right side or place it in the middle of the layout. Designers seem to have a strong preference toward left-aligned submit-buttons (56%), followed by centered buttons (26%).

Screenshot

Right-aligned submit-button is still popular (17%), however it is often used when designers want to indicate the next step of the registration. In such cases submit-buttons are often titled “Continue” or “Next”. Reason: in usual desktop-applications “Next”-button is also often right-aligned.

3.11. Thank-you message

While few years ago most services offered a simple, basic thank-you message after a successful registration (usually with a link to the login-page), now most sites try to motivate users to explore the service immediately.

  • 45% of the forms asked just registered users to proceed with submitting further information, finding friends in the networks, suggesting the site to friends or filling out his or her profile.
  • 33% of the forms presented “places to go” and functions to explore in an engaging, user-friendly-tone,
  • 4% offered a basic “thank you”-message,
  • 2% had a redirect to the homepage.

Further findings

  • tab index was used correctly in 99% of the cases (the only exception was Habrahabr)
  • 24% of forms used conversational talk, trying to address users needs by speaking with them through labels. Informal phrases such as “What’s your name?”, “Your e-mail, please?” or “I’d like to…” are common in this context.
  • 38% of sites prefer to remain formal and use business talk, asking users the required information user-friendly (e.g. “Your name”, “Confirm password” etc.),
  • 38% of sites use system talk; here visitors are asked for their “Login”, “User password”, “Location” etc.

Bottom line

Let’s conclude with a brief overview of the findings presented above. Please keep in mind that we have considered only sign-up forms.

  • sign-up forms don’t have any hover, active or focus-effects (84%),
  • hints and help are either static (57%) or dynamic (33%) and appear below the input field (57%) or on the right side of the field (26%),
  • static validation is as popular as dynamic validation — no trend toward Ajax;
  • e-mail confirmation is not used (82%),
  • password confirmation is used (72%),
  • captcha can be used or not used (48% vs. 52%),
  • cancel button is not used (92%),
  • the submit-button is left-aligned (56%) or centered (26%),
  • thank-you message motivates users to proceed with exploring the services of the site (45%)

[WEB FORM DESIGN PATTERNS - SIGN UP FORMS]

Filed under: Experience, Web Design — Tags: , , — Nguyen Thi Hong Hanh @ 4:51 am

If you want to maximize the revenue of your service you need to maximize completion rates of your web forms. Unless you have some revolutionary ideas to impress your visitors at first glance, it is not enough to simply enable users to sign up on your site. To make it possible for the service to reach a maximal exposure we, designers, need to provide users with a good user experience. We need to invite them, describe to them how the service works, explain to them why they should fill in the form and suggests the benefits they’ll get in return. And, of course, we should also make it extremely easy for them to participate.

However, designing effective web forms isn’t easy. And it has one simple reason: nobody likes to fill in forms — neither offline nor online. Therefore, as designers, we need to figure out sound design decisions to make the form completion easy, intuitive and painless.

But how exactly can we figure out these decisions? Where should the link to the form be placed in the layout? How should we design it? How should we highlight the labels and how should we align them? How do web form design patterns look like in modern web-sites? These were exactly the questions we’ve asked ourselves. And to get the answers we’ve conducted a survey.

Below we present findings of our survey of current web form design patterns — the results of an analysis of 100 popular web-sites where web-forms (should) matter. We have decided to start with sign-up forms first. We present the first part of our findings below; the second part of the survey results will be published next week.

Update: the second part of the survey results is now also published: Web Form Design Patterns: Sign-Up Forms Part 2.

Sign-Up Form Design Survey

The main objective of the survey was to provide designers and developers with some intuition of how effective web forms are designed in practice; we also wanted to present some guidelines of how a user-friendly web form can be achieved.

We have selected 100 large sites where web-forms (should) matter. To select these sites we have considered Technorati, Alexa as well as popularity in search engines and various rankings. We used this popularity as an indicator for sites where web forms really matter as they directly affect business goals and therefore should have been given a high priority during the design process. In particular, registration forms are crucial for social applications which explains why many of the reviewed forms are from social networking sites.

We have focused on sign-up forms as we wanted to consider further crucial forms (e.g. checkout forms) separately. Aftewards we’ve gone through each and every one sign-up form of the selected sites and analyzed the design approaches implemented in these forms.

We have filled in each of these forms using a special e-mail account and a special user name. To make the survey as comprehensive as possible we have identified 29 different design problems and questions which may arise when designing web forms.

We have grouped them in categories and attempted to find similarities in design decisions and design ideas. Trying to approach the problem from the usability point of view we have also kept notice of both positive and negative examples to showcase them in this article among our findings.

Please notice that this post is not about checkout forms — that’s a topic for another discussion, we may consider them separately in one of the upcoming posts. We would like to thank Wufoo for providing us with a framework to conduct our survey.

1. Placement of the forms

1.1. How is the link to the sign-up form titled?

Users know that they are supposed to sign-up, register, join, become a member or create an account which is why they are looking for exactly these phrases when they want to participate. Obviously, users expect that a link with one of these links leads to a sign-up form. Unfortunately, that’s not always the case.

Web Form Design Patterns

The most popular title was “Sign up” (40%), followed by “Join” (18%), “Register” (18%) and “Create account” (17%). We have observed less large, loud and shiny “start here”-buttons as we’ve seen them over the last years. Apparently, designers try to communicate information rathen than design and emphasize the functionality of the service.

1.2. Where is the link to the sign-up form placed?

When users are visiting a site for the first time, they try to figure out what single layout blocks stand for. The eye movements are jumping “all over the place” and users try to understand which areas are more important and where the content he or she is looking for is probably placed. To meet users’ expectations designers need to help users to intuitively anticipate what is required to start using the service.

If the user can’t find the link which leads to a sign-up form, he also won’t be able to sign up for your service. Therefore it is crucial to make the link as visible and as obvious as possible. Where should a designer place the “sign-up”-link to make it more approachable?

According to our survey, the sign-up link

  • is placed in the header on 59% of the sites (76% of them have a “sign-up”-link placed at the right upper corner),
  • has a prominent position on the homepage on 21% of the sites (link or the form itself is placed on the homepage)
  • is hidden behind the “Login”-link in the header in 9% of the cases (e.g. Craigslist).

Not that surprising is the fact that the sign-up link was rarely placed in the sidebar (7% - Propeller, Xing). However, 4% of the sites first offered users to directly use the service and required a registration only when it was required to store the settings.

2. Design of the forms

2.1. Is the sign-up form layout simplified?

Since the user has clicked on the sign-up-link he is likely to have decided to sign up for the service you are offering. More importantly, he has not clicked on the link to explore further navigation options or attractive blinking advertisements.

Consequently, designers tend to remove all unnecessary details and distractions which don’t help the user to complete the form. Often only a logo and the form itself are presented, without any navigation options or additional information. Idea: the user must be able to focus on the task he has to accomplish. Any distractions stand in user’s way and therefore have to be removed.

Web Form Design Patterns

Since users want what lies on the other side of a form the process of completing forms should be as obvious and as simple as possible. Hence designers often use “minimized” layouts for sign-up forms. According to our survey, 61% of web forms are simplified compared to the general page layout (e.g. MovableType, Livejournal, Amazon, Yandex.ru).

Web Form Design Patterns

Consider the sign-up form on Yahoo. The visitors are provided only with the form which is required to set up an account. There is nothing else; consequently, there are no distractions as well. Notice that the tone and the language are conversational and appealing. That’s simple, easy and user-friendly.

Web Form Design Patterns

Web Form Design Patterns

Flixster is probably our favorite example of an overcrowded form which doesn’t really respect its visitors. The registration page offers every possible navigation option at once. And the login page has outstanding advertisements right next to the login form. That’s not user-friendly. The second busiest web form we’ve seen would be Photobucket.

2.2. Is any additional information provided?

Many designers try to encourage visitors to actually fill in the form by presenting additional information such as help, required information or even copyright disclaimer. It differs from sites to sites; however, in most cases benefits of registration are presented next to the form.

Only few sites mention up front what information is needed during the registration (6%), which steps to follow (8%) or provide some warnings, hints etc. (6%, e.g. 37signals, Bloglines).

2.3. One-page-form vs. multi-page form

93% of the forms of the survey turned out to be one-page-forms. Apparently, designers try help users to get the signing procedure as quickly and painlessly as possible. Few sites using multi-page forms often try to combine signing-up with exploring users’ preferences.

For instance, Meebo combines a sign-up form with a complete registration and offers users a sign-up wizard in a pop-up window. The form consists of 6 pages where users are lead from setting their account to providing additional details about their preferences.

Web Form Design Patterns

2.4. How are titles of the input fields highlighted?

62% of the sign-up forms used bold to highlight the title of the input field. It’s remarkable that not a single site used italics to achieve the same effect. To make the labels more visible 20% of sign-up forms used color and 18% used plain text.

Web Form Design Patterns
Large version

2.5. Label alignment

To be honest, we have expected a stronger trend toward one of the possible alignments. However, in our opinion no strong trend in the label alignment can be identified.

Web Form Design Patterns

According to Matteo Penzo’s label placement research (1996) and Luke Wroblewski’s findings (pdf), top-aligned labels can dramatically reduce completion times since they require less eye fixations. If you want to achieve the same aim but have a vertical screen real estate constraints, right-aligned labels work better. And in case your form requires people to scan labels to learn what’s required (unfamiliar or advanced data), left-aligned labels work best.

2.6. How many mandatory fields?

When conducting a survey we’ve observed a strong trend toward forms with very few mandatory fields. Few years ago designers asked visitors to type in their personal information such as first name, last name, address, country and personal interests. Now login, password and password confirmation suffice.

Web Form Design Patterns

We found out that 54% of the forms required the user to fill at most 5 input fields (in 6% of the cases registration wasn’t required at all to start using the service). 34% of the forms use 6-8 input fields, while 12% risk user’s patience with over 9 mandatory input fields.

2.7. How many optional fields?

Similarly to above findings one can observe that most sites avoid optional fields and ask users to provide the optional information after the registration process is already done. 62% of the forms had no optional fields at all, and 98% of the forms had less than 5 optional fields.

Web Form Design Patterns

2.8. Vertically or horizontally arranged fields?

In this aspect sign-up forms show a strong trend toward vertical arrangement of fields with a clear vertical path to completion. 86% of web-sites have input fields arranged vertically. Apart from that, 15% emphasize a beautiful and engaging visual design which is supposed to attract visitors and make them feel more comfortable when filling in the form.

Web Form Design Patterns

Box.net offers a simple sign-up form with vertically arranged input fields. When the visitors type in the data their eyes are fixed across the vertical axis at the left to the input field.

Web Form Design Patterns

Mint has a sign-up form with horizontally arranged input fields. When the visitors type in the data they eye needs to jump from one field to the other.

Further findings

  • 18% have a sign-in form or a link to the sign-in form placed next to it (e.g. YouTube, Reddit, Digg, Lulu, Metacafe);
  • 78% do not use asterisks to highlight required input fields; in most cases neither asterisks nor any other form of highlighting is used.
  • 9% use a progress indicator to show to the users where they currently are and which steps are required to get the registration done.
  • 85% of the sites don’t use legend and fieldset preferring a simple web-form with as few input fields as possible.
  • fields are usually grouped and divided by whitespace (69%), borders are also used (22%), different background colors are used in 9% of the cases.

Bottom line

Let’s conclude the first part of the survey results with a brief overview of the main findings of our survey of current web form design patterns. Please keep in mind that we have considered only sign-up forms.

  • the registration link is titled “sign up” (40%) and placed in the right upper corner,
  • sign-up forms have a simplified layout to avoid distractions for users (61%),
  • sign-up forms are one-page-forms (93%),
  • sign up forms attract visitors by explaining the benefits of registration (41%),
  • titles of the input fields are highlighted bold (62%)
  • no trend in the label alignment can be identified,
  • designers tend to use few mandatory fields,
  • designers tend to use few optional fields,
  • vertically arranged fields are preferred to horizontally arranged fields (86%).

Please stay tuned, we’ll present the second part of our findings next week.

From smashingmagazine

[HOW TO COMMUNICATE DESIGN DECISIONS TO CLIENTS]

Filed under: Experience, Graphic Design, Idea, Web Design — Tags: , , — Nguyen Thi Hong Hanh @ 4:21 am

You may have noticed that in certain business and marketing circles there exists a “backlash” against the design community. Despite the rise of attractive, user-friendly solutions, in such circles unattractive designs have somehow managed to remain at the verge of acceptance. You’ll hear ideas being thrown around like “design is a waste of time — we have a really ugly site which outsells our competitors 3 to 1″ or “we are not worried about the design, we’ll outsource it or use a free WordPress theme, let us focus more on the product”.

You can almost sense a little bit of pride in how ugly their web-site is, or that they are treating design like a commodity. However off base these types of thoughts might be, there is clearly a lack of respect for designers in the business community at times. I’d like to address how you can shatter this barrier and talk to business folk in a language they understand.

This article provides you with 5 guidelines you can use as a designer to “speak business” — even if it’s just to get your foot in the door or land a big project.

1. Pretty doesn’t mean effective: statistics are your friend!

Designers like to show off portfolios. It can look stunning, but business people like to see numbers. What was the conversion rate on that opt in? What was the bounce rate and average time on site? What was the most clicked on link from the home page?

To a business person, “beautiful” or “visually stunning” are just a first step. They only really matter if “beautiful” or “visually stunning” turns into more sales. Probably the worst offender here is the classic “all flash” site that is gorgeous and completely impossible to use or update. Everything has a cost/benefit trade off, and that includes design.

Compare these two sites for a moment. The first is from 2Advanced Studios and includes some fancy animation.

The second is from Perry Marshall, who sells a book on Google Adwords.

Despite being uglier, we can probably agree that Perry’s site is significantly better at getting new customers. It may not be better in other areas, but it all depends on what the goal of the site is. Speaking of which…

2. Every design should have a measurable goal

Saying that the goal is to “build the brand of XYZ” or “create an online presence” is basically meaningless to a business-minded person. A goal is only a goal if it is measurable.

What are some good examples of a measurable goal? Generating leads, making sales, number of phone calls, opt-ins, subscribers, incoming links, PageRank etc. Instead of trying to convince them that “attractive visual design of this sign-up form would attract more visitors” present them real numbers such as “in the past this design solution effectively increased the conversion rates by 35%”.

Web Form Design Patterns
According to Luke Wroblewski’s findings in his book “Web Form Design: Filling in the Blanks”, one single design decision related to the design of sign-up forms has increased the conversion rates up to 40%.

Try saying to a business person: “we split tested this design, and A converted 21% of subscribers while B converted 38%, and our confidence interval on this data is very narrow”. Now you are speaking their language!

Try to get inside the head of a prospective customer. Imagine them with a burning pain or question, frantically clicking back and forth on the first page of Google results that came up. Realistically, they are making a decision whether to stick around or try the next result after scanning your site for about 1 second. This brings me to my next point…

3. Your site should have one clear path

As a customer comes to your site, you want to be in complete control of the 1st thing they see, the 2nd, the 3rd, and all the way down until they accomplish your goal that you’ve set. In other words, they have entered your sites “funnel” or “chute”.

Eye-Tracking
Research results from an eye-tracking study: users satisfice — they click the first possible solution that is easily presented to them and may lead to their goal. Source.

The typical method of giving users lots of different options on a page has been tested and it doesn’t work as well. People don’t want to think hard to figure things out. Users satisfice — they want the first possible solution that is easily presented to them. You should be in control of things in every step of the way, and miraculous things happen when you start to think of your site as a set “process” instead of a maze of options.

Please take a look at the first page of this site (the screenshot is displayed below). Really, go ahead and do it and then come back. I’ll wait.

Well, so you looked right? Let me guess the exact order that your eyes went on the page. First you went to the top left for the site title and logo, then after flicking past the phone number for just an instant you went down to the main headline about “Successful blogging starts with…”. Finally, you skimmed the portfolio and then read the two sub-headlines “Get Started Now” and “Learn to market your blog”. Was I close?

Look at your own site and stand back 10 feet from your monitor. What still stands out on the screen? These are elements that can jump out, with contrast, negative space, etc to help you control where people’s eyes go. There is even some great research coming out on eye tracking. The point is that you can design with this information in mind to guide exactly how people experience your site for the first time and avoid trigger happy back-buttoners.

4. Remember the swiss army knife

One of the best analogies I’ve ever heard about design came from Marissa Mayer at Google. She said that Google tries to think of its design like a Swiss army knife. It has tons of features neatly tucked away inside, but you don’t see them all at once. A first time user might come to the site and just the main knife is flipped open. It’s immediately clear what the main benefit and purpose of this thing is: it’s a knife. But for the advanced users, a little thumbnail catch is still visible so they can slowly start to pull out lesser used features when they’re needed.

Many people’s web-site are like a Swiss army knife with every damn tool in there pulled out and exposed. “What the hell is this site for?”, a first time visitor might wonder. And like that, you’ve lost them. They’ll check the next result on Google.


Think of an effective design like a Swiss army knife. It has tons of features neatly tucked away inside, but you don’t see them all at once. Source.

Keep the site simple with a clear path and purpose. Extra stuff on the page actually does have a detrimental effect in terms of confusion and distraction. Be adamant about eliminating unnecessary pieces of a design.

5. Provide performance metrics

Finally, if you really want to impress business people, put together a little report of how a design performs. It doesn’t have to be fancy — maybe a little spreadsheet (those business types do love Excel) with some basic metrics you can pull off of Google Analytics like visitors, time on site, most popular funnel path, and even a goal conversion rate.


A spreadsheet with some basic metrics about like visitors, time on site, most popular funnel path, and even a goal conversion rate can make the difference. Example: Quantcast.

Just putting in a little bit of effort here will instantly distinguish you from all the other designers out there who would never think to do something like this. Whoever your client is will be much more likely to say to a colleague, “you know they just get it, they not only design but they understand the purpose behind what we’re doing, I really like that.” And boom, you’ve got a referral to grow to the next level.

Conclusion

This article may offend some designers. You may think it’s off topic, not your concern, or counterproductive to good design. That’s fine — take what works for you and leave the rest.

Speaking in a language the customer understands is key to good communication in any business. Whenever you get deep into a field and become an expert, it’s easy to lose sight of the fact that the rest of the world doesn’t think like you.

Take doctors for instance. They go through so much schooling and learn so much science that it literally sounds like they are speaking a different language if you see a group of them together. But when it comes time to talk to the patient and explain what’s wrong with them, they switch gears and speak in a language the customer understands.

As a great designer, you can do the same thing and become that much more effective in bringing value to your customers.

About the author

Brian Armstrong is an entrepreneur who also enjoys studying design. He writes about topics such as UI design, building web companies, and how to quit your 9-to-5 to work for yourself at his blog.

From Smashingmagazine

July 11, 2008

[PEPSI vs COKE - TRẬN THƯ HÙNG]

Filed under: Advertising, Branding, Story — Tags: , , — Nguyen Thi Hong Hanh @ 1:35 am

Trên thị trường tiêu thụ toàn cầu, sản phẩm Coca-Cola bao giờ cũng “nhỉnh” hơn Pepsi, riêng tại Việt Nam, đặc biệt khu vực TP Hồ Chí Minh, tình hình như có vẻ… ngược lại.

Khoảng đầu thập niên 90, khi Việt Nam bắt đầu mở cửa thị trường thì trong nước hầu như không có một “thương hiệu” nước ngọt nào được “cầu chứng” ngoài thương hiệu “xá xị” có từ trước 1975 và sau này có thêm thương hiệu Tribeco (một hãng nước ngọt liên doanh với Ðức), còn lại là “vô số” nhãn hiệu “tào lao” được ra đời theo kiểu “tổ sản xuất”.

Khi đó “đại gia” Pepsi ký được hợp đồng “xâm nhập” thị trường Việt Nam, lập tức với thế lực hùng hậu của mình, Pepsi “thi triển võ công” và ngay lập tức thống lĩnh thị trường Việt Nam từ Nam ra Bắc. Tất cả những “hãng” nước ngọt “linh tinh” ở Việt Nam lập tức “sập tiệm” (chỉ cần với một chiêu thức đơn giản là “khuyến mãi đại hạ giá”).

Với giá quá rẻ, cộng thêm uy tín chất lượng “hàng đầu thế giới”, Pepsi “đè bẹp” các đối thủ Việt Nam trong vòng không quá… một tháng. Riêng hãng nước ngọt Tribeco cũng đành “ngậm ngùi” chấm dứt thời “hoàng kim” ngắn ngủi của một hãng liên doanh với Ðức để chuyển sang sản xuất nước uống sữa đậu nành để tránh phải đối đầu với một thế lực nội công thâm hậu như là Pepsi.

Sau khi đã đánh sập tiệm các “tổ hợp sản xuất” nước ngọt nội địa của Việt Nam , Pepsi tiến tới thiết lập hệ thống phân phối trên toàn cõi Việt Nam . Ngoài các đại lý và tổng đại lý, Pepsi còn “tiếp cận” hầu hết các quán cà phê (nơi quảng bá và tiêu thụ một lượng rất lớn nước ngọt của Pepsi).

Giai đoạn này là thời kỳ cực thịnh của “siêu cường” Pepsi tại Việt Nam . Khi đó du khách tới Việt Nam qua cửa ngõ Tân Sơn Nhất, chỉ cần ra khỏi phi trường đã thấy ngay một tấm pa-nô cực lớn quảng cáo cho hãng Pepsi chào đón.Phải đến mấy năm sau Coca-cola mới xin được giấy phép “xâm nhập” thị trường Việt Nam . Người Việt có câu: “Trâu chậm uống nước đục”, đó chính là tình cảnh của Coca-cola khi đứng trước đối thủ “truyền kiếp” là Pepsi tại thị trường Việt Nam . Cuối thập niên 90, người tiêu dùng Việt Nam được chứng kiến cuộc “thư hùng” giữa hai đối thủ sừng sỏ là Pepsi và Coca-cola.

Vừa “chân ướt chân ráo” “đổ quân” vào thị trường Việt Nam , Coca-cola đã vội tung “chưởng” đại hạ giá để “thị uy” và giành giật thị phần. Nhưng tình hình lúc đó đã khác với thời điểm Pepsi vào Việt Nam . Khi Pepsi vào Việt Nam chỉ có những “đơn vị” sản xuất nước ngọt nhỏ lẻ, manh mún giống như những tổ hợp sản xuất, công nghệ lạc hậu, vốn liếng “ba cọc ba đồng” èo uột, nên Pepsi mau chóng dẹp “loạn 12 sứ quân” và thiết lập mạng lưới phân phối rất hoàn hảo trong toàn cõi của “đế chế”.

Ngay cả chiêu thức “đại hạ giá” mà Coca-cola tung ra cũng không mấy hiệu quả vì luật pháp Việt Nam thời “đổ bộ” của Pepsi vào Việt Nam còn rất yếu kém về mặt quản lý kinh tế, nên Việt Nam hầu như không kịp trở tay khi Pepsi “tung chưởng” làm tan vỡ hầu hết các cơ sở sản xuất nước ngọt trong nước.

Nhưng khi Coca-cola vào Việt Nam thì luật pháp Việt Nam đã kịp “điều chỉnh”, họ đã kịp ra quy định về việc khuyến mãi không được bán dưới giá thành sản xuất và quy định phần trăm cụ thể. Hơn nữa khi Coca-cola “đại hạ giá” thì lập tức Pepsi cũng “thi triển võ công” với chiêu thức tương tự làm cho Coca-cola không thể tự ý “tung hoành”. Hai hãng cuối cùng lại phải quay lại sân chơi “truyền kiếp” là tung ra những chiêu thức tiếp thị-quảng cáo theo từng đợt trên các phương tiện truyền thông đại chúng tại Việt Nam .

Trên “sân chơi” toàn cầu, Coca-cola chiếm thế “thượng phong” so với Pepsi nhờ chiến lược tiếp thị và quảng cáo của họ. Riêng thị trường Việt Nam, Pepsi không những có được một hệ thống phân phối tốt trên toàn xứ Việt Nam (nhờ tới trước) mà họ còn có được những nhà quản lý và điều hành giỏi có thể ví như những “tướng quân”

Những người Việt không những am hiểu “công nghệ tiếp thị” mà đồng thời họ cũng rất am hiểu tâm lý của người Việt - điều này rất quan trọng. Nhờ vậy, Pepsi luôn đẩy lui bất cứ đợt “phản công” giành giật thị trường nào của Coca-cola.

Thí dụ, “đánh” vào tâm lý yêu thích bóng tròn và tâm lý tự hào dân tộc của người Việt, Pepsi tổ chức “ngày hội bóng đá” thông qua show quảng cáo trên truyền hình,với hình ảnh cầu thủ bóng đá Việt Nam được yêu thích nhất thời bấy giờ, biểu diễn “tâng bóng” cùng với các danh thủ hàng đầu thế giới.

Và đồng thời tung ra khẩu hiệu: “Uống Pepsi là ủng hộ đội tuyển quốc gia Việt Nam vươn ra đấu trường quốc tế”. Lập tức doanh số bán ra của Pepsi “tăng vọt” (nhất là trong các giải cầu của Ðông Nam Á, hoặc Châu Á có đội tuyển quốc gia Việt Nam tham dự) đồng thời tình cảm của dân chúng đối với Pepsi cũng được “gia cố” và gia tăng.

Cũng cần phải nói thêm, “khẩu vị” của Pepsi cũng hợp với người Việt hơn là Coca-cola. Chẳng hạn, chai to hơn (có cảm giác bề ngoài như vậy), nước uống cũng ngọt đậm đà hơn. Ðiều này phù hợp với tâm lý tiêu dùng của người bản địa. Còn ở các thị trường khác(như các nước Âu-Mỹ) thì vị lạt của Coca-cola hợp khẩu vị hơn, vì trong những xã hội phát triển, người ta đã quá ngán những gì quá béo, quá ngọt…

Trên mặt trận “cầm cự” hai “siêu cường” vẫn tung ra những chiêu thức “lai rai”, như Pepsi tung ra đợt quảng cáo “uống Pepsi trúng xe Honda” thì Coca-cola tung ra chiêu uống Coca trúng vé đi du lịch nước ngoài (nhưng trên trận địa “thông thường” này cục diện “chiến trường” cũng không hề thay đổi).

Coca-cola muốn thắng Pepsi tại thị trường Việt Nam thì họ phải thiết lập được mạng lưới phân phối như Pepsi (điều này khó, vì Pepsi dựa trên những đại lý có sẵn, họ chỉ “đổ” sản phẩm xuống với chính sách “chăm sóc khác hàng” tốt, chứ không tốn tiền đầu tư trang thiết bị).

Thêm nữa, Coca-cola phải “chiêu dụ” được những “tướng quân” kinh doanh am hiểu tâm lý người Việt để hoạch định một chiến lược “phản công” lâu dài, đúng đắn hơn. Ðiều này cũng khó, vì Pepsi vào Việt Nam trước, những người tài giỏi làm việc cho Pepsi cũng gắn niềm tự hào cá nhân của họ cùng với thương hiệu Pepsi, nên họ sẽ bảo vệ thương hiệu này tới cùng (đó cũng là một đặc điểm tâm lý của người Việt). Hơn nữa, chắc chắn Pepsi không bao giờ “ngủ quên trên chiến thắng”, cuộc chiến toàn cầu giữa hai đối thủ “truyền kiếp” giúp Pepsi đủ kinh nghiệm để luôn “đề cao cảnh giác”.

Ngày ngày, Coca-cola vẫn bền bỉ trong chiến dịch “xâm lấn” thị phần của mình. Họ sử dụng những người bán lẻ, đẩy dạo những chiếc xe 3 bánh nhỏ đi bán dạo trên hè phố, đồng thời đi sâu vào tận “hang cùng ngõ hẹp” của Thành phố (nơi có thể những “vòi bạch tuộc” của hệ thống phân phối của Pepsi còn “bỏ sót”).

Những người bán dạo bằng xe đẩy của coca-cola bán ra một chai coca với giá chỉ có 2 ngàn đồng, trong khi ngoài quán cà-phê một chai Pepsi có giá là 5 ngàn đồng, còn ở nhà hàng là 9 ngàn đồng. Dĩ nhiên Coca-cola không đặt hy vọng vào doanh thu của từng chai nước ngọt (được bán dạo), mà chủ yếu họ tiếp thị “khẩu vị“cho khách hàng, đồng thời tiếp thị luôn những quán “cóc” nhỏ bé trong hẻm lấy hàng của Coca với giá “ưu đãi,” bằng cách đó tạo ra thị phần cho hãng Coca.

Với tình hình cạnh tranh trên, người Thành phố có dịp chứng kiến hai hình ảnh trái ngược nhau. Trong khi những chiếc xe tải nhỏ mang hình ảnh của thương hiệu Pepsi ung dung chở hàng tới bỏ cho các đại lý và quán cà-phê thì người ta lại thấy những chiếc xe 3 bánh “nhỏ xíu” của Coca-cola được đẩy đi bán dạo trên hè phố và trong các con hẻm… Ðây có lẽ cũng là một chiêu thức “độc đáo” trong việc chiếm thị phần của Coca, vì đẩy xe bán dạo là một trong những hình ảnh “thân quen” trong cuộc sống đô thị của người Việt…

Hai hình ảnh trái ngược trên nói lên sự cạnh tranh bền bỉ, dai dẳng, kiên nhẫn và cũng vô cùng khốc liệt của hai “đế quốc nước ngọt” trong trận chiến “thư hùng” về kinh tế. Và ai biết đâu một ngày nào đó dân chúng Việt Nam sẽ chứng kiến cuộc “lật đổ” đầy ngoạn mục của Coca-cola trong việc tranh giành thị phần với Pepsi tại Việt Nam

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