The newly streamlined home page that debuted last summer is just one example of how human factors experts like Horst are improving the usability of the World Wide Web. As the number of Web sites skyrockets, psychologists are co nducting research, designing sites and testing sites that are already up. A user-centered approach Web sites have traditionally been designed by graphic designers, computer programmers and marketing departments who are often interested in getting the sites up as quickly as possible. Without psychology's involvement, says Norman, Web sites often ignore the very people they ostensibly target. Their structure is often unclear.
Fancy graphics slow the user down.
And information is hard to find, particularly for those interested in comparison shopping. That can make a big difference, especially since psychologists' recommendations often counter the conventional wisdom. Although Web site designers have long assumed that the most important element on a page should stand out in some way, psychologist David M. Lane, PhD, of Houston's Rice University, has shown that that approach actually backfires. Lane and co-author Jan Panero Benway, PhD, found that users looking for a specific piece of information tended to overlook a large button at the top of the page offering just that information. Instead, they searched the options available in the standard navigation menu at the center of the page.