This week’s readings got me thinking about the efficiency of many of the websites that I use regularly. I am a frequent online shopper. One of the websites that stands out to me as being inefficient is, sadly, Target.com. In reality, I love Target, and would go there over Wal-Mart or any other store. In contrast to Target stores, The Target interface looks cheap and outdated. I was looking at it with some of my friends and one of them commented that it looks like a “fake, scam website”.
Other than the physical appearance of the Target website, it also fails to adhere to some of Shneiderman’s “Eight Golden Rules of Interface Design”. For example, the fourth rule, “Design dialogue to yield closure”, is defined as, “Sequences of actions should be organized into groups with a beginning, middle, and end. The informative feedback at the completion of a group of actions gives the operators the satisfaction of accomplishment, a sense of relief, the signal to drop contingency plans and options from their minds, and an indication that the way is clear to prepare for the next group of actions (Shneiderman). Target.com should employ a more controlled vocabulary. When I looked up “pillow” over 2,000 results came up. Some items that do not relate to pillows also appeared, indicating that there metadata is inconsistent. Frequently I will google something, be directed to the Target website and then the results on the page will not be what I looked up. For example, I’ve done searches for a jacket and have been given some jackets and other random items came up in the results too.
When describing the “Eight Golden Rules”, Shneiderman uses positively reinforced diction, such as, “accomplishment, sense of relief…modest” to convey that the user should feel comfortable using the designed interface. Technology is meant to make things easier and more accessible, but when we face technological problems, many people become extremely upset because they don’t know how to fix them, and feel powerless and confused. This concept is reflected in the 6th rule, “Permanent easy reversal of actions”. An easy way to go back is meant to make unfamiliar users feel less stress and encourages them to try new things because if it is wrong they will be able to get back. Trial and error, and exploration are necessary when learning a new technology. Most of the time, I can figure technical problems out when I just experiment and try a few new things. My grandparents struggle with technology because they are afraid to mess up and become panicked when there are too many options presented to them. Luckily, the internet has the back arrow, which alleviates this problem for the most part.