Web Usability

Since 1937, Disney’s Snow White and the Seven Dwarfs has been an integral part of American culture; now it can help you translate your online presence. Believe it or not, remembering the names of the seven dwarfs will take you one step closer to getting a fresh perspective on the users of your website. Do the names Doc, Dopey, Sneezy, Sleepy, Happy, Bashful and Grumpy ring a bell? (If you use this simple mnemonic phrase to remember their names: two "D"s, two "S"s and three emotions, you'll more than likely never forget.) The dwarfs all make look the same, but they all are so unique.

So what do these seven dwarfs have to do with the usability, design, and functionality of your website, and how can they improve your website's Return on Investment (ROI)? Getting a fresh perspective on the layout and functionality of your website is a daily challenge. You begin to overlook barriers in your application that are stopping your consumers from taking the next step, whether it's clicking on a button or just picking up the phone to make a sale. How can you train your eye to catch and break down these barriers?

Like the visitors to your website, each of the seven dwarfs has a unique personality. Visitors regard your site in their own unique way based upon their knowledge level and needs. Mike Kuniavsky, a website usability expert, said, “Your customers are not you. They don’t look like you, they don’t think like you, they don’t do the things that you do, they don’t have your expectations or assumptions. If they did, they wouldn’t be your customers; they’d be your competitors.”

Classify your visitors as one of the seven dwarf's personalities, and try looking at your website through their eyes. Are the majority of your users Doc? Doc is an intelligent user that understands your interface inside and out. You would like to think that most people understand you site, but remember you are not your users. You are most likely Doc when you are looking at your own website.

How do you cater to Dopey? I would define Dopey as a first time visitor. He really doesn't know much about the Internet. More and more Internet users are popping up everyday and the numbers are astounding at the continued rate of online growth. Internet sales are projected to grow to $144 billion by 2010 and more than 100 countries will come online by 2009 according to Jupiter Research. In every medium the Internet growth rate is busting at the seams and Dopeys will soon outnumber Docs. It's up to the Docs to build an interface that is user friendly and intuitive. We must build websites that get consumers to take the next step.

Sleepy sleeps anywhere and anytime he can in your online application. He works just as hard as the others, but just in a more relaxed fashion. He takes his time through your website and easily gets stuck at barriers or tough questions. Sleepy turns out to be twice as observant as the others in most matters.

Sneezy is the user that doesn’t get angry; he or she is just grateful to be online. However, the person sneezes at the worst times. This consumer leaves right during the critical moment you want them to take the next step.

Bashful is a nervous user who doesn't like to share personal information. He has suffered identity theft. Bashful is a hopeless sentimentalist. Tip: In this case, make your VeriSign and BBB logos leap out.

Grumpy is always looking for ways to prove you wrong, or point out mistakes on your website. He is resistant to any issue that may trigger a question on your website. He is against anything out of the ordinary. Tip: Keep it simple.

Happy is optimistic and will always give you the benefit of the doubt. If “Happy” gets stuck in your website, they will more than likely try clicking on anything to continue. They generally aren’t looking for a secure website; however they will stop in their tracks if there is a significant error. Tip: Make the interface clear and easy so they take the easiest route to buying.

Get consumers to take the next step, whether it's placing a phone call or clicking on a button. Discover a fresh perspective on the people visiting your website by comparing them to the seven dwarfs. Each consumer, just like each dwarf, has a distinct personality and will react differently with your website. They all make look the same, but they all are so unique. This may seem elemental, but discover their needs by keeping in mind that all types of users are visiting your site. Don't be blind-sided by thinking everyone visiting your site is Doc; they could be more like Bashful. Remember a consumer will usually be a combination of these personalities, but even these simple stereotypes can help you as you design your website.

Disclaimer: This article is no way affiliated with the Walt Disney Company.