User-Centric Approach

A website must - first and foremost - be usable, and most easily usable by its main audience. The success of a number of websites, such as Ebay, can be attributed more to their usability and clarity to the end-user than their visual appeal; clearly, many popular websites succeed even with poor visual design (though the reverse is rarely true).

We therefore pay particular attention to the ease with which a user can navigate to the page he wants to get to.

Rather than make a subjective hypothesis on what is easy to use and what is not, we will usually run a usability test on a website involving several users (in particular, users who are new to the site and not already familiar with the structure), each of whom will provide feedback on their experience of using the website./n

The aggregated results of a usability test are then analysed and - if necessary - changes will be made to reflect the general feeling amongst the testers.

We are careful not to preëmpt the results of a usability test or to run the test in such a way that the results are contrived to meet expectations; the test is run in the hope that the feedback will be positive, though in expectation that changes will need to be made.

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