Structuring Content for Web Interface Usability

Most users are more concerned with achieving their goal than understanding the logical structure of the application they are using, and tend to gravitate towards the content they are looking for by following 'scent', which can best be thought of as a clear signpost to content 'below' through links and content 'above'.

It's a well known fact that many users - both novice and expert - have difficulty finding information on websites even when they know it's there somewhere. What is less clearly understood is why - beyond the obvious fact that there is always a challenge involved in enabling access to a huge variety of information from a single entry point.

When addressing this challenge, the initial focus often tends to be on the 'navigational' structures, and how the site is mapped and organised. But in reality, users tend to rely less on these navigational aids than some web designers might imagine. Most users are more concerned with achieving their goal than understanding the logical structure of the application they are using, and tend to gravitate towards the content they are looking for by following 'scent', which can best be thought of as a clear signpost to content 'below' through links and content 'above'.

In terms of meeting real world user needs, whilst navigational structures enable users to 'understand' the site, they may not be particularly useful in helping users complete specific tasks, such as finding specific information or purchasing a product. And of course these needs are central to many online businesses. To support these tasks, your content should give off as much scent throughout the site as possible, helping users find content as easily and naturally as possible. 'Scent' can be maximised by following a number of simple rules when designing web-based content:

• Ensure that all links are long enough to eliminate any ambiguity in the user's mind. Single word links are often convenient for designers but may not give the user sufficient confidence in what is below to follow them. Ideally links are contained within text that makes clear what the user is getting after following them.
• Similarly, try to ensure that links are as specific as possible. A general heading such as 'Household' is open to a multitude of interpretations, whereas a list such as "fabrics, curtains, linen etc." gives a much clearer impression of what exactly the user can expect.
• Try and provide specific links to as many sections of a site as possible. Specifically, don't let a desire for 'short' pages over-ride the need to give the user as many options as possible.
• Provide some information up front, within the 'scent' itself. For example, instead of a simple link to "Book Reviews", include a short review and an invitation to "view more". The user has a clearer idea of what they are linking to, and has already read something of value. This builds commitment from the user and also makes 'navigating' the site a natural process of gradual disclosure rather than a descent through a series of one-word links.

By following the advice above, web designers can build sites that give the user confidence in navigation, which in turn creates positive experience and repeat visits. But most importantly of all, correct use of 'scent' enables visitors to find what they are looking for.