Easy to use Web sites distinguish themselves by delivering the amount and complexity of information their users want without overloading them, according to a new study released by the Media Management Center at Northwestern University. The key to offering the right amount of information is understanding the target audience.

The report, How To Become 'Easy to Use' Online, is a follow-up to previous Media Management Center (MMC) qualitative research, which indicated that being "easy to use" online is a critical differentiating quality of top Web sites. The goal of the new research was to determine what users mean when they describe a Web site as being "easy to use."

"Being 'easy to use' is all about fit," said MMC researcher Stacy Lynch. "What makes some sites perfect for one kind of user makes them a chore for another. Thus, there is no universal, one-size-fits-all formula for becoming 'easy to use.'"

Lynch said that the approach currently taken by most news Web sites fits the needs of the heaviest news consumers far better than those of light users. Less experienced news users feel overloaded and unable to find what they want, making them give up on news Web sites altogether.

The study recommends that news organizations adopt an audience segmentation approach to usability that creates a clear connection between the information presented and the specific needs and capabilities of users. This research suggests news organizations should consider creating different Web sites, each tailored to the needs, habits and capabilities of different types of users.

---

Note: Missed our January 14 Webinar on the "Easy to Use" findings? Contact Vivian Vahlberg to schedule an encore presentation for your organization.

---

"Real strategic advantage for news sites comes from knowing your audience and helping them manage news overload in a way that works for them," said Michael P. Smith, MMC executive director.

Researchers found that for sites to be considered "easy to use," they must:

• Present a volume and complexity of information that matches three things:


1. The level of knowledge their users want to have;
2. The level of knowledge their users bring to the task;
3. How involved their users want to be in the information;


• Communicate clearly what they have to offer;


• Help users know where to look;


• Make it easy for users to tell what’s new;


• Provide appropriate information density;


• Use effective categorization;


• Provide useful non-verbal cues about meaning and importance.

Researchers concluded that there are at least two categories of successful news experiences online.

• One is an "identity building" experience for people who are deeply involved in the news. This experience provides interested and motivated users lots of rich and complex news and information in a way that can engage them for a significant period of time.


• Another very different experience is an "efficient" experience for people who just want to keep up on the news or a specific story; this type of experience provides a limited quantity of straight-forward information that the user can absorb quickly with minimal effort.

Lynch noted that news Web sites must aggressively define just who they want to serve and attract - and then calibrate how they provide news to the tastes and needs of those audiences. Delivering "easy to use" takes coordinated content, design and technology choices focused on clearly defined target audiences and experiences, she said.

In August 2008, 15 participants between the ages of 18 and 55 were recruited by a professional service and were representative of the market in race and gender profile. All were very heavy Internet users who say they go online at least three days per week and have high-speed access. Some users had a heavy interest in news while some had a very low interest in news.

The study is built on the findings of three previous Media Management Center studies of online usage:

What It Takes to Be a Web Favorite;

From 'Too Much' to 'Just Right:' Engaging Millennials in Election News on the Web;

If It Catches My Eye: An Exploration of Online News Experiences of Teenagers.

To download the complete report, go here.


For more information on this report, please contact:
Stacy Lynch, 210-627-4326 (stacy.l.lynch@gmail.com)
Vivian Vahlberg, 847-467-1790 (v-vahlberg@northwestern.edu)