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#5 03-03-2006, 10:35 AM

Definition of usability

Usability is a multidimensional attribute that relates to the impact a product has on its end-users. In general it refers to the efficiency with which a customer can do their tasks with the product, and their overall satisfaction with that process.

Usability should be considered from a systems perspective including the hardware and software interfaces, the documentation, packaging, and any other component of the system and processes surrounding it that affects the user.

Usability is a key design and marketing concept meaning the extent to which a product is safe, comfortable, effective, and efficient. Usability can be measured objectively via performance errors (low error = high usability) and productivity (high speed and quantity output = high usability).

Usability can also be measured subjectively via user preferences (likes and dislikes) and interface characteristics (adherence to layout standards).

Definition of accessibility

Accessibility refers to ensuring that Content is accessible, i.e. ensuring that Content can be navigated and read by everyone, regardless of location, experience, or the type of computer technology used.

Accessibility is most commonly discussed in relation to people with disabilities, because this group are most likely to be disadvantaged if the principles of accessible Web design are not implemented. Failure to follow these principles can make it difficult or impossible for people with disabilities to access Content.

Creating accessible Content should be an integral part of the Web design philosophy, and accessibility features should be incorporated into all aspects of the design process. Testing for accessibility should also be incorporated into any and all user testing regimes, and should never be seen as an isolated event that can occur after other user testing has taken place. Designing for accessibility is thus as much a strategic issue as a purely technical one.

Differentiating between usability and accessibility

When designing products, it is rarely useful to differentiate between usability and accessibility. There are times when such a distinction is considered, such as when looking at discrimination against people with disabilities and when defining and addressing specific accessibility standards and guidelines. The following problem definitions distinguish the difference between usability and accessibility:

Usability problems impact all users equally, regardless of ability, that is, a person with a disability is not disadvantaged to a greater extent by usability issues than a person without a disability.
Accessibility problems decrease access to a product by people with disabilities. When a person with a disability is at a disadvantage relative to a person without a disability, that is an accessibility issue.

The distinction between usability and accessibility is especially difficult to define when considering cognitive and language disabilities. It is further blurred by the fact that features and functionality for people with disabilities benefit people without disabilities because of situational limitations.

Why usability should be an integral part of web design and development?

Usability is critical to e-business. Many companies use their website as their main public presence. Therefore, websites must instill the same levels of confidence as the traditional stores, offices and sales staff they replace. Creating, developing, implementing and maintaining a successful website is becoming an increasingly important component in the marketing mix and is frequently at the heart of marketing strategy.

If a website is not easy to use, then the visitor will not feel confident with the company. This can prove costly when competitors are only a mouse click away. If your site is difficult to use, then don't expect people to waste their time on it. Launching a site that is difficult to use means that you not only lose your best customers - those who are eager to use the service - but they will also warn others not to visit the site. No matter how well designed a site is, it always pays off to have an expert evaluate it.
Usability really is a 'must have'. Below is startling evidence of the costs that can be incurred with systems that are not usable:

Reduced sales and revenue.
Increased development time and costs.
Increased maintenance costs.
Augmented training and helpdesk costs.
Reduced productivity of users.
Dissatisfied Customers.

The commercial value of usability

Increasing traffic. Despite the obvious benefits a satisfied customer brings to a website, they also expand the exposure of a website through 'word-of-mouth' referrals to potential buyers.

Increasing 'conversion rates', (i.e. how many potential customers become customers). The conversion rate is a driving force for new business - whether that is a user requesting information, subscribing to a newsletter, or purchasing something. For e-commerce websites, raising the conversion rate by 1% can add considerable returns.

Protecting market-share.A poor customer experience can cause a customer to abandon a site permanently. That customer may go even further and advise people not to use it. This can prove costly when competitors are only a mouse click away. Usability can help to ensure customers are satisfied and that they have a pleasant experience when using the website. This results in added revenue from customer retention.

Competitive advantage. Many leading corporations such as IBM, Apple Computer and Microsoft are incorporating usability into their product development cycles. They see this as a competitive advantage.

What are the guidelines?

The World Wide Web Consortium (W3C) is an international organization, which develops standards for the Internet. It comprises the great and the good of the internet's development plus people from governments and technology companies the world over.

The Web Accessibility Initiative (WAI) is a working party set up by W3C to set standards for making web pages accessible to as many people as possible. The first major output from this group was a set of guidelines, which are seen as a standard all over the world.

Provide equivalent alternatives to auditory and visual content
Don't rely on colour alone
Use mark-up and style sheets and do so properly
Clarify natural language usage
Create tables that transform gracefully
Ensure that pages featuring new technologies transform gracefully
Ensure user control of time-sensitive content changes
Ensure direct accessibility of embedded user interfaces
Design for device-independence
Use interim solutions
Use W3C technologies and guidelines
Provide context and orientation information
Provide clear navigation mechanisms
Ensure that documents are clear and simple

UK Disability discrimination act 1995

Section 21 of the Act gives disabled people improved rights of access to goods, facilities and services. Department of Education and Employment advice says:

"As a service provider, you might discriminate against a disabled person in two ways:

By treating him or her less favorably than other customers because of their disability; or
By not making reasonable adjustments to the way you deliver your services, so that disabled people can use them."

This second point is causing a stir at the moment because in October 2004 the Act comes into full effect - leaving businesses no defense unless they have at least a plan for implementing reasonable adjustments.

Legal Obligations

There is no doubt that sites with poor or no accessibility will be prosecuted in the not to distant future. There are a number of test cases under the UK Disability Discrimination Act 1995 due to be heard shortly. This will obviously have a massive effect on the web design and development industry, the ramifications are sure to be far reaching.

Australia has its own Disability Discrimination Act and in 2000 Bruce Maguire successfully sued the organizers of the Sydney Olympics for excluding him, as a blind user, from the content of their site. The case helped "road-test" some of the legal arguments involved in this area.

In any event, in the Maguire case we now have a firm worldwide precedent that inaccessible Web sites can be and are illegal.

Corporations and businesses stand to suffer major monetary losses. Internet Service Providers will be the biggest targets though, which will leave them little option, they will no doubt have to strictly monitor the sites they cater for. The chain reaction will spiral down to the Media and development companies, even to the designers themselves. Reputations and livelihoods across the board are at risk.

Conclusion

The picture is clear as day as to why accessibility & usability should be an integral part of web design and development.

Usability is necessity if you’re providing an online service or marketing products online. Without a User Centered Design you risk your traffic and potential revenue going elsewhere. Usability is seamless breech to content, which helps to keep customer retention and without retention a site is worthless.

All aspects of Usability must be taken into consideration. From the architecture of information, ease of navigation, consistency, load time, privacy and of course accessibility etc, etc. If the usability enhances the users experience they are more likely to revisit a site and hopefully recommend it to others.

Accessibility must take into consideration all platforms, digital television, mobile phones and all other methods of which people connect to the Internet.

Accessibility must also include those whom have any disability; this includes the blind, visually impaired, color blindness, motor disability and those with cognitive or intellectual learning difficulties. Accessibility his no longer an option it is a legal obligation.