Understand the importance of prioritizing usability over aesthetics, and how thinking about users from the start avoids bad experiences.
What is usability?
It is the ease with which a person can use a product to achieve a specific goal in an efficient, effective, and satisfying way.
This means that interaction with the product should be intuitive, allowing the user to achieve their purpose without unnecessary difficulty.
When you have difficulty handling something, whether it is an object, a website, or an app, it means that the design of that experience was not thought through intuitively.
Donald A. Norman, in The Design of Everyday Things, explains in a simple, everyday way the obstacles we often face because of these design flaws.
The user should be at the center of the project from the beginning, so that it is possible to develop an intuitive and satisfying experience.
Who is Donald A. Norman and what does he have to do with usability?
Donald A. Norman is a renowned specialist in interaction design and usability, recognized for his innovative work in creating designs focused on user needs.
He is the author of influential books such as The Design of Everyday Things, which transformed the way we think about the interaction between human beings and technology.
Norman has a background in electrical engineering and psychology, which allowed him to integrate these two fields into the study of design.
He began his career as a researcher in cognitive psychology, but over the years he specialized in how people interact with objects and interfaces.
Throughout his career, Norman worked at Apple and was a professor at the University of California, where he helped establish the field of usability.
Usability and our everyday life
You know when you try to open a door and do not know whether to push or pull? Or when you use a microwave and have to press several buttons just to heat something simple?
When an object or interface does not make clear how it should be used, it creates frustration, and the problem is not with the user, but with the design itself.
This shows how good design needs to be intuitive, ensuring that people know exactly what to do without effort. When a product requires trial and error or a manual to be understood, it fails in the user experience.
Examples from our daily lives where we find usability flaws:
Traffic lights and road signs
The clarity and simplicity of traffic signs are essential to ensure safety on the streets.
If a traffic light were confusing or had unclear colors, it could cause accidents. Intuitive design, which uses specific colors and simple shapes, helps everyone quickly understand what they should do.
Elevators
The buttons in an elevator need to be clear and intuitive. When you step in, you know exactly what to do: press the button for the desired floor.
But if the panel were disorganized or had confusing symbols, it would create frustration and possible mistakes, making people feel lost or insecure.
Supermarket checkout counters
Supermarket checkout counters and self-checkout systems, when well designed, make the shopping process faster and easier.
When the interface is not clear or the system is difficult to use, it increases waiting time and frustration, making the user feel uncomfortable and inefficient.
Remote controls
The way a remote control is designed has a major impact on the experience of watching TV or using any other device.
Poorly organized buttons or excessive functions can make operation confusing, making the user more likely to make mistakes, waste time, or feel frustrated.
A remote control with a simple and intuitive design, with clearly identified buttons, makes the user's life easier.
Automatic doors
An automatic door that does not work well or is hard to understand how to open can create confusion.
Most automatic doors, for example, have visible sensors or signs that clearly indicate how they work.
If this is not obvious, the user may try to open the door the wrong way, causing discomfort or even embarrassment.
Product labels and packaging
The way products are packaged and how information is arranged on the packaging also reflects the design.
If labels are hard to read, if nutritional information is in small fonts or poorly organized, or if the instructions for use are not clear, this can make the customer have a frustrating experience and, eventually, give up on buying or using the product.
App and website interfaces
Just as the design of a website or app can be intuitive or frustrating, the apps and websites we use every day (such as banking apps or social networks) need to be easy to navigate.
Any excessively complex or confusing design can make the user leave the page or look for simpler alternatives.
Essential concepts about usability
Donald Norman addresses several other essential concepts about usability, such as the importance of user-centered design, the need for clear and immediate feedback, and error prevention. Let's look at 6 of these principles:
User-centered design
The design must be focused on the needs, abilities, and limitations of users. Norman points out that a successful product is one that makes the user's task easier and is easy to use, aligning with natural behavior.
Visibility
The visibility of options is fundamental. Users should be able to understand what can be done in an interface without having to guess. The design should make available actions and the results of those actions clearly visible.
Clear and immediate feedback
The system should provide clear and immediate responses to user actions. If someone clicks a button, for example, the system should respond visibly and immediately so the user knows their action was recognized.
Error prevention
Instead of merely correcting errors, the design should prevent them from happening. This can be done by limiting options or guiding users to avoid unwanted actions, such as confirming a data deletion before actually deleting it.
Consistency
The design of an interface should be consistent, so that users know what to expect. This includes keeping the same appearance and behavior for similar elements throughout the application, so that learning is easier and navigation is more intuitive.
Ease of error recovery
Even with a well-planned design, errors can occur. Norman highlights the importance of allowing users to easily correct mistakes. This includes clear error messages and options to undo actions, helping avoid frustration.
Usability in interface development
Usability, in the context of interfaces, does not refer only to aesthetics, but to the user's overall experience when interacting with applications. The central idea is to ensure that the user's interaction with the interface is as natural as possible.
The focus should be on creating an intuitive, efficient, and easy-to-use interaction, ensuring that users can achieve their goals simply and without frustration.
In addition, the interface must be accessible to all types of users, regardless of their physical or cognitive abilities.
When developing interfaces, designers should consider aspects such as contrasting colors, font legibility, and ensuring that the system can be navigated through a keyboard or screen readers.
This focus on making products accessible to people with disabilities is crucial for inclusive design.
Personalizing the experience
Another important aspect to consider when developing interfaces is personalizing the user experience.
Each user has different preferences and needs, and allowing them to adjust the interface to suit their style can improve usability.
For example, allowing the user to change font sizes, adjust contrast, or even choose between different interface themes can contribute to a more pleasant and efficient experience.
Performance and response time
Loading speed and interface performance are crucial aspects for ensuring a good user experience.
If the interface is slow, or if there are delays in loading elements, this can lead to frustration and a feeling that the system is not reliable.
The focus should be on ensuring that the interface is fast and that the system responds quickly to user actions, without compromising functionality.
Minimizing cognitive load
The interface should be simplified so that the user does not have to spend excessive mental energy trying to understand how to interact with it.
This can be achieved through a clear visual hierarchy, where the most important information and options are highlighted, and the logical arrangement of elements facilitates navigation and understanding.
Minimizing cognitive load helps users focus on tasks instead of having to figure out the interface.
Responsive design
In the context of interfaces, it is important to consider the concept of responsive design. This means ensuring that the interface adapts to different screen sizes and device types (desktop, tablet, mobile).
The design should be fluid and ensure a good user experience on any platform, without the need for complex adjustments on the part of the user.
Testing with real users
To ensure that an interface is effective, it is essential to conduct tests with real users. These tests help identify areas of confusion, points of frustration, and features that are not intuitive.
By listening to user feedback and observing how they interact with the interface, developers can make adjustments to improve the overall experience and ensure that the interface meets the target audience's needs.
Is usability more important than aesthetics?
We can keep citing Norman to understand this topic. For him, usability and aesthetics should be balanced, but he emphasizes that usability should always come first.
In his book The Design of Everyday Things, Norman highlights that the functionality of a product or interface is the most important factor, since it ensures that users can complete their tasks effectively and without frustration.
But he also recognizes that aesthetics plays a crucial role, as it can significantly improve the user experience.
Building on this idea, a visually pleasing interface may be more tolerable for the user if they run into usability problems.
This tolerance should not be confused with a license to ignore usability principles.
The design should always be conceived to ensure that, even in cases of errors or difficulties, the user can solve the problem easily and without losing the flow of their interaction.
Usability and aesthetics should go hand in hand, with usability serving as the foundation, so that aesthetics works as a complementary element, enriching the experience without ever harming functionality.
What are the benefits of usability?
The benefits of usability are directly linked to the way people naturally interact with the world. A good design should adapt to the user, not the other way around. Here is how each point appears in practice:
Ease of use
Intuitive interfaces do not require manuals or complex explanations. The more natural the interaction, the better.
Less frustration
When something does not work as expected, the problem lies in the design, not the user. Recurrent errors usually indicate flaws in the interface.
Accessibility
The design should serve everyone, regardless of experience or physical limitations. The more inclusive it is, the greater the positive impact.
Agility
The human brain has limited memory, so design needs to reduce cognitive load. Well-positioned elements make use more efficient.
More conversions
When something is easy to use, people complete actions without hesitation, whether it is a purchase, a sign-up, or any other interaction.
Less support needed
The more intuitive a system is, the fewer support calls and the less time spent explaining how it works.
Difference between usability and UX
Although frequently used interchangeably, usability and UX (User Experience) are distinct concepts, but deeply connected.
Both aim to improve the user experience, but their application and focus are different. Let's better understand how each one works.
What is usability?
Usability refers to the ease with which users can interact with a product, such as a website, app, or system, to perform specific tasks.
Usability focuses on how efficient and intuitive the design of an interface is.
A product with good usability allows the user to navigate, interact, and complete tasks quickly, clearly, and without confusion.
The principles of usability include:
Efficiency
Users should be able to complete tasks with minimal effort and in the least amount of time possible.
Ease of learning
The design should be intuitive for new users, allowing them to quickly learn how to interact with the product without needing complicated instructions.
Memorability
If a user returns to the product after a period of time, they should be able to easily remember how to use it.
Satisfaction
Using the product should be pleasant, without frustrations or difficulties that make the interaction tedious or hard.
Example: A well-designed ATM has intuitive buttons, displays clear instructions, and allows the user to withdraw money quickly and without confusion.
What is UX (User Experience)?
While usability focuses on efficiency and clarity, user experience (UX) involves the user's entire journey, from the first contact with the product to continued use and even post-use support.
UX encompasses a broader range of factors, including how the product makes the user feel while using it, their perceptions of the product, and their overall satisfaction.
UX covers the following aspects:
Aesthetics and visual design
Is the product visually pleasing and does it convey the right message? A product's appearance can strongly influence how it is perceived and the user experience.
User expectations
Does the product meet or exceed user expectations? UX involves understanding what the user expects from the product and how it can pleasantly surprise them.
Complete user journey
User experience includes all stages of interaction, such as the registration process, navigation, customer support, and even product feedback.
Emotional connection
UX also cares about creating positive emotions during use. The product should be pleasant and generate a sense of accomplishment or pleasure when used.
Example: A transportation app like Uber can be very easy to use (good usability), but the user experience will be negative if the driver is constantly late, if the app fails frequently, or if customer support is ineffective.
These emotional and contextual factors deeply affect the user's overall experience.
The relationship between usability and UX
Usability is one of the essential components of UX, but UX goes far beyond that. A product can be easy to use and still fail to provide a good overall experience.
Likewise, a product with a great user experience will generally have a good level of usability, but not necessarily.
Usability focuses on the tasks the user must perform. If a website or app allows the user to buy a product quickly and without difficulty, it has good usability.
UX covers the user's total experience, that is, the entire process of interacting with the product. This includes emotions, perceptions, and even the impact the product has on the user's life.
Illustrating the difference between Usability and UX
Usability
The website has clear navigation, the products are well organized, the checkout process is easy and fast, and the action buttons are easy to find. The user can complete the purchase efficiently and without frustration.
UX
The experience goes beyond usability. The website also provides a sense of pleasure and trust.
It has an attractive visual design, a smooth purchasing process, a recommendation system that helps the user discover interesting products, and even friendly customer service, if needed.
In addition, the customer feels good being treated in a personalized way and receives offers or promotions that meet their needs.
Usability is a fundamental part of UX, but user experience goes far beyond simply being easy to use.
It involves creating a complete journey that is not only efficient and intuitive, but also pleasant, emotionally engaging, and aligned with the user's expectations.
How poor usability on your website can affect your business
Poor usability on your website can affect your business in several ways, directly impacting the user experience and your company's performance.
When the design of a website or app is not intuitive or has flaws, users feel frustrated and confused.
This leads to a negative experience, causing them to abandon the product or service quickly.
Another negative effect is increased demand for customer support.
Usability problems often generate questions that users cannot solve on their own, creating additional costs and overloading the support team.
Poor usability also harms brand credibility. If the website or service is not easy to use, users may associate bad design with a lack of professionalism or insecurity in the product, pushing them away from the company.
This ends up affecting the brand's reputation, since dissatisfied users may leave negative comments on social networks or review sites, which drives away new customers.
The impact of poor usability on customer retention
Compromised user experience also leads to lower satisfaction and difficulty completing tasks.
As a result, many users do not return to the product or service, harming customer retention.
If the website is difficult to navigate, with slow pages or accessibility problems, Google and other search engines may rank the site negatively, which affects visibility in search results and harms SEO.
On e-commerce sites, a complicated checkout experience can increase cart abandonment, preventing the conversion from being completed, which directly impacts sales.
In a saturated market, poor usability can be the deciding factor in customers choosing competitors that offer a smoother and more intuitive experience.
Investing in good usability is crucial to maintaining a positive user experience, increasing conversion rates, and ensuring your business's success in the market.
Usability everywhere: making the experience easier through good design
Usability flaws are present in many aspects of our daily lives, from simple interactions, such as using a microwave or remote control, to more complex tasks, such as navigating banking apps or airport check-in systems.
These flaws may seem small, but they generate frustration, wasted time, and often the decision to give up on continuing the task or using the service.
And it ends up showing how poorly planned design can harm not only the user experience, but also affect a company's image and competitiveness in the market.
When we think about the user from the start of the project, usability flaws can be avoided, ensuring a smoother and more efficient experience.
LET'S TALK ABOUT YOUR PROJECT?
We help turn innovative ideas into reality, fix process flaws through digital solutions, and design interfaces that delight and engage. Committed to excellence and compliance with LGPD, we empower businesses to grow sustainably and securely.
ALL CASES
Should usability come before aesthetics?
•
20 MIN
Understand the importance of prioritizing usability over aesthetics, and how thinking about users from the start avoids bad experiences.
What is usability?
It is the ease with which a person can use a product to achieve a specific goal in an efficient, effective, and satisfying way.
This means that interaction with the product should be intuitive, allowing the user to achieve their purpose without unnecessary difficulty.
When you have difficulty handling something, whether it is an object, a website, or an app, it means that the design of that experience was not thought through intuitively.
Donald A. Norman, in The Design of Everyday Things, explains in a simple, everyday way the obstacles we often face because of these design flaws.
The user should be at the center of the project from the beginning, so that it is possible to develop an intuitive and satisfying experience.
Who is Donald A. Norman and what does he have to do with usability?
Donald A. Norman is a renowned specialist in interaction design and usability, recognized for his innovative work in creating designs focused on user needs.
He is the author of influential books such as The Design of Everyday Things, which transformed the way we think about the interaction between human beings and technology.
Norman has a background in electrical engineering and psychology, which allowed him to integrate these two fields into the study of design.
He began his career as a researcher in cognitive psychology, but over the years he specialized in how people interact with objects and interfaces.
Throughout his career, Norman worked at Apple and was a professor at the University of California, where he helped establish the field of usability.
Usability and our everyday life
You know when you try to open a door and do not know whether to push or pull? Or when you use a microwave and have to press several buttons just to heat something simple?
When an object or interface does not make clear how it should be used, it creates frustration, and the problem is not with the user, but with the design itself.
This shows how good design needs to be intuitive, ensuring that people know exactly what to do without effort. When a product requires trial and error or a manual to be understood, it fails in the user experience.
Examples from our daily lives where we find usability flaws:
Traffic lights and road signs
The clarity and simplicity of traffic signs are essential to ensure safety on the streets.
If a traffic light were confusing or had unclear colors, it could cause accidents. Intuitive design, which uses specific colors and simple shapes, helps everyone quickly understand what they should do.
Elevators
The buttons in an elevator need to be clear and intuitive. When you step in, you know exactly what to do: press the button for the desired floor.
But if the panel were disorganized or had confusing symbols, it would create frustration and possible mistakes, making people feel lost or insecure.
Supermarket checkout counters
Supermarket checkout counters and self-checkout systems, when well designed, make the shopping process faster and easier.
When the interface is not clear or the system is difficult to use, it increases waiting time and frustration, making the user feel uncomfortable and inefficient.
Remote controls
The way a remote control is designed has a major impact on the experience of watching TV or using any other device.
Poorly organized buttons or excessive functions can make operation confusing, making the user more likely to make mistakes, waste time, or feel frustrated.
A remote control with a simple and intuitive design, with clearly identified buttons, makes the user's life easier.
Automatic doors
An automatic door that does not work well or is hard to understand how to open can create confusion.
Most automatic doors, for example, have visible sensors or signs that clearly indicate how they work.
If this is not obvious, the user may try to open the door the wrong way, causing discomfort or even embarrassment.
Product labels and packaging
The way products are packaged and how information is arranged on the packaging also reflects the design.
If labels are hard to read, if nutritional information is in small fonts or poorly organized, or if the instructions for use are not clear, this can make the customer have a frustrating experience and, eventually, give up on buying or using the product.
App and website interfaces
Just as the design of a website or app can be intuitive or frustrating, the apps and websites we use every day (such as banking apps or social networks) need to be easy to navigate.
Any excessively complex or confusing design can make the user leave the page or look for simpler alternatives.
Essential concepts about usability
Donald Norman addresses several other essential concepts about usability, such as the importance of user-centered design, the need for clear and immediate feedback, and error prevention. Let's look at 6 of these principles:
User-centered design
The design must be focused on the needs, abilities, and limitations of users. Norman points out that a successful product is one that makes the user's task easier and is easy to use, aligning with natural behavior.
Visibility
The visibility of options is fundamental. Users should be able to understand what can be done in an interface without having to guess. The design should make available actions and the results of those actions clearly visible.
Clear and immediate feedback
The system should provide clear and immediate responses to user actions. If someone clicks a button, for example, the system should respond visibly and immediately so the user knows their action was recognized.
Error prevention
Instead of merely correcting errors, the design should prevent them from happening. This can be done by limiting options or guiding users to avoid unwanted actions, such as confirming a data deletion before actually deleting it.
Consistency
The design of an interface should be consistent, so that users know what to expect. This includes keeping the same appearance and behavior for similar elements throughout the application, so that learning is easier and navigation is more intuitive.
Ease of error recovery
Even with a well-planned design, errors can occur. Norman highlights the importance of allowing users to easily correct mistakes. This includes clear error messages and options to undo actions, helping avoid frustration.
Usability in interface development
Usability, in the context of interfaces, does not refer only to aesthetics, but to the user's overall experience when interacting with applications. The central idea is to ensure that the user's interaction with the interface is as natural as possible.
The focus should be on creating an intuitive, efficient, and easy-to-use interaction, ensuring that users can achieve their goals simply and without frustration.
In addition, the interface must be accessible to all types of users, regardless of their physical or cognitive abilities.
When developing interfaces, designers should consider aspects such as contrasting colors, font legibility, and ensuring that the system can be navigated through a keyboard or screen readers.
This focus on making products accessible to people with disabilities is crucial for inclusive design.
Personalizing the experience
Another important aspect to consider when developing interfaces is personalizing the user experience.
Each user has different preferences and needs, and allowing them to adjust the interface to suit their style can improve usability.
For example, allowing the user to change font sizes, adjust contrast, or even choose between different interface themes can contribute to a more pleasant and efficient experience.
Performance and response time
Loading speed and interface performance are crucial aspects for ensuring a good user experience.
If the interface is slow, or if there are delays in loading elements, this can lead to frustration and a feeling that the system is not reliable.
The focus should be on ensuring that the interface is fast and that the system responds quickly to user actions, without compromising functionality.
Minimizing cognitive load
The interface should be simplified so that the user does not have to spend excessive mental energy trying to understand how to interact with it.
This can be achieved through a clear visual hierarchy, where the most important information and options are highlighted, and the logical arrangement of elements facilitates navigation and understanding.
Minimizing cognitive load helps users focus on tasks instead of having to figure out the interface.
Responsive design
In the context of interfaces, it is important to consider the concept of responsive design. This means ensuring that the interface adapts to different screen sizes and device types (desktop, tablet, mobile).
The design should be fluid and ensure a good user experience on any platform, without the need for complex adjustments on the part of the user.
Testing with real users
To ensure that an interface is effective, it is essential to conduct tests with real users. These tests help identify areas of confusion, points of frustration, and features that are not intuitive.
By listening to user feedback and observing how they interact with the interface, developers can make adjustments to improve the overall experience and ensure that the interface meets the target audience's needs.
Is usability more important than aesthetics?
We can keep citing Norman to understand this topic. For him, usability and aesthetics should be balanced, but he emphasizes that usability should always come first.
In his book The Design of Everyday Things, Norman highlights that the functionality of a product or interface is the most important factor, since it ensures that users can complete their tasks effectively and without frustration.
But he also recognizes that aesthetics plays a crucial role, as it can significantly improve the user experience.
Building on this idea, a visually pleasing interface may be more tolerable for the user if they run into usability problems.
This tolerance should not be confused with a license to ignore usability principles.
The design should always be conceived to ensure that, even in cases of errors or difficulties, the user can solve the problem easily and without losing the flow of their interaction.
Usability and aesthetics should go hand in hand, with usability serving as the foundation, so that aesthetics works as a complementary element, enriching the experience without ever harming functionality.
What are the benefits of usability?
The benefits of usability are directly linked to the way people naturally interact with the world. A good design should adapt to the user, not the other way around. Here is how each point appears in practice:
Ease of use
Intuitive interfaces do not require manuals or complex explanations. The more natural the interaction, the better.
Less frustration
When something does not work as expected, the problem lies in the design, not the user. Recurrent errors usually indicate flaws in the interface.
Accessibility
The design should serve everyone, regardless of experience or physical limitations. The more inclusive it is, the greater the positive impact.
Agility
The human brain has limited memory, so design needs to reduce cognitive load. Well-positioned elements make use more efficient.
More conversions
When something is easy to use, people complete actions without hesitation, whether it is a purchase, a sign-up, or any other interaction.
Less support needed
The more intuitive a system is, the fewer support calls and the less time spent explaining how it works.
Difference between usability and UX
Although frequently used interchangeably, usability and UX (User Experience) are distinct concepts, but deeply connected.
Both aim to improve the user experience, but their application and focus are different. Let's better understand how each one works.
What is usability?
Usability refers to the ease with which users can interact with a product, such as a website, app, or system, to perform specific tasks.
Usability focuses on how efficient and intuitive the design of an interface is.
A product with good usability allows the user to navigate, interact, and complete tasks quickly, clearly, and without confusion.
The principles of usability include:
Efficiency
Users should be able to complete tasks with minimal effort and in the least amount of time possible.
Ease of learning
The design should be intuitive for new users, allowing them to quickly learn how to interact with the product without needing complicated instructions.
Memorability
If a user returns to the product after a period of time, they should be able to easily remember how to use it.
Satisfaction
Using the product should be pleasant, without frustrations or difficulties that make the interaction tedious or hard.
Example: A well-designed ATM has intuitive buttons, displays clear instructions, and allows the user to withdraw money quickly and without confusion.
What is UX (User Experience)?
While usability focuses on efficiency and clarity, user experience (UX) involves the user's entire journey, from the first contact with the product to continued use and even post-use support.
UX encompasses a broader range of factors, including how the product makes the user feel while using it, their perceptions of the product, and their overall satisfaction.
UX covers the following aspects:
Aesthetics and visual design
Is the product visually pleasing and does it convey the right message? A product's appearance can strongly influence how it is perceived and the user experience.
User expectations
Does the product meet or exceed user expectations? UX involves understanding what the user expects from the product and how it can pleasantly surprise them.
Complete user journey
User experience includes all stages of interaction, such as the registration process, navigation, customer support, and even product feedback.
Emotional connection
UX also cares about creating positive emotions during use. The product should be pleasant and generate a sense of accomplishment or pleasure when used.
Example: A transportation app like Uber can be very easy to use (good usability), but the user experience will be negative if the driver is constantly late, if the app fails frequently, or if customer support is ineffective.
These emotional and contextual factors deeply affect the user's overall experience.
The relationship between usability and UX
Usability is one of the essential components of UX, but UX goes far beyond that. A product can be easy to use and still fail to provide a good overall experience.
Likewise, a product with a great user experience will generally have a good level of usability, but not necessarily.
Usability focuses on the tasks the user must perform. If a website or app allows the user to buy a product quickly and without difficulty, it has good usability.
UX covers the user's total experience, that is, the entire process of interacting with the product. This includes emotions, perceptions, and even the impact the product has on the user's life.
Illustrating the difference between Usability and UX
Usability
The website has clear navigation, the products are well organized, the checkout process is easy and fast, and the action buttons are easy to find. The user can complete the purchase efficiently and without frustration.
UX
The experience goes beyond usability. The website also provides a sense of pleasure and trust.
It has an attractive visual design, a smooth purchasing process, a recommendation system that helps the user discover interesting products, and even friendly customer service, if needed.
In addition, the customer feels good being treated in a personalized way and receives offers or promotions that meet their needs.
Usability is a fundamental part of UX, but user experience goes far beyond simply being easy to use.
It involves creating a complete journey that is not only efficient and intuitive, but also pleasant, emotionally engaging, and aligned with the user's expectations.
How poor usability on your website can affect your business
Poor usability on your website can affect your business in several ways, directly impacting the user experience and your company's performance.
When the design of a website or app is not intuitive or has flaws, users feel frustrated and confused.
This leads to a negative experience, causing them to abandon the product or service quickly.
Another negative effect is increased demand for customer support.
Usability problems often generate questions that users cannot solve on their own, creating additional costs and overloading the support team.
Poor usability also harms brand credibility. If the website or service is not easy to use, users may associate bad design with a lack of professionalism or insecurity in the product, pushing them away from the company.
This ends up affecting the brand's reputation, since dissatisfied users may leave negative comments on social networks or review sites, which drives away new customers.
The impact of poor usability on customer retention
Compromised user experience also leads to lower satisfaction and difficulty completing tasks.
As a result, many users do not return to the product or service, harming customer retention.
If the website is difficult to navigate, with slow pages or accessibility problems, Google and other search engines may rank the site negatively, which affects visibility in search results and harms SEO.
On e-commerce sites, a complicated checkout experience can increase cart abandonment, preventing the conversion from being completed, which directly impacts sales.
In a saturated market, poor usability can be the deciding factor in customers choosing competitors that offer a smoother and more intuitive experience.
Investing in good usability is crucial to maintaining a positive user experience, increasing conversion rates, and ensuring your business's success in the market.
Usability everywhere: making the experience easier through good design
Usability flaws are present in many aspects of our daily lives, from simple interactions, such as using a microwave or remote control, to more complex tasks, such as navigating banking apps or airport check-in systems.
These flaws may seem small, but they generate frustration, wasted time, and often the decision to give up on continuing the task or using the service.
And it ends up showing how poorly planned design can harm not only the user experience, but also affect a company's image and competitiveness in the market.
When we think about the user from the start of the project, usability flaws can be avoided, ensuring a smoother and more efficient experience.
LET'S TALK ABOUT YOUR PROJECT?
We help turn innovative ideas into reality, fix process flaws through digital solutions, and design interfaces that delight and engage. Committed to excellence and compliance with LGPD, we empower businesses to grow sustainably and securely.
ALL CASES
•
20 MIN
Should usability come before aesthetics?
Understand the importance of prioritizing usability over aesthetics, and how thinking about users from the start avoids bad experiences.
What is usability?
It is the ease with which a person can use a product to achieve a specific goal in an efficient, effective, and satisfying way.
This means that interaction with the product should be intuitive, allowing the user to achieve their purpose without unnecessary difficulty.
When you have difficulty handling something, whether it is an object, a website, or an app, it means that the design of that experience was not thought through intuitively.
Donald A. Norman, in The Design of Everyday Things, explains in a simple, everyday way the obstacles we often face because of these design flaws.
The user should be at the center of the project from the beginning, so that it is possible to develop an intuitive and satisfying experience.
Who is Donald A. Norman and what does he have to do with usability?
Donald A. Norman is a renowned specialist in interaction design and usability, recognized for his innovative work in creating designs focused on user needs.
He is the author of influential books such as The Design of Everyday Things, which transformed the way we think about the interaction between human beings and technology.
Norman has a background in electrical engineering and psychology, which allowed him to integrate these two fields into the study of design.
He began his career as a researcher in cognitive psychology, but over the years he specialized in how people interact with objects and interfaces.
Throughout his career, Norman worked at Apple and was a professor at the University of California, where he helped establish the field of usability.
Usability and our everyday life
You know when you try to open a door and do not know whether to push or pull? Or when you use a microwave and have to press several buttons just to heat something simple?
When an object or interface does not make clear how it should be used, it creates frustration, and the problem is not with the user, but with the design itself.
This shows how good design needs to be intuitive, ensuring that people know exactly what to do without effort. When a product requires trial and error or a manual to be understood, it fails in the user experience.
Examples from our daily lives where we find usability flaws:
Traffic lights and road signs
The clarity and simplicity of traffic signs are essential to ensure safety on the streets.
If a traffic light were confusing or had unclear colors, it could cause accidents. Intuitive design, which uses specific colors and simple shapes, helps everyone quickly understand what they should do.
Elevators
The buttons in an elevator need to be clear and intuitive. When you step in, you know exactly what to do: press the button for the desired floor.
But if the panel were disorganized or had confusing symbols, it would create frustration and possible mistakes, making people feel lost or insecure.
Supermarket checkout counters
Supermarket checkout counters and self-checkout systems, when well designed, make the shopping process faster and easier.
When the interface is not clear or the system is difficult to use, it increases waiting time and frustration, making the user feel uncomfortable and inefficient.
Remote controls
The way a remote control is designed has a major impact on the experience of watching TV or using any other device.
Poorly organized buttons or excessive functions can make operation confusing, making the user more likely to make mistakes, waste time, or feel frustrated.
A remote control with a simple and intuitive design, with clearly identified buttons, makes the user's life easier.
Automatic doors
An automatic door that does not work well or is hard to understand how to open can create confusion.
Most automatic doors, for example, have visible sensors or signs that clearly indicate how they work.
If this is not obvious, the user may try to open the door the wrong way, causing discomfort or even embarrassment.
Product labels and packaging
The way products are packaged and how information is arranged on the packaging also reflects the design.
If labels are hard to read, if nutritional information is in small fonts or poorly organized, or if the instructions for use are not clear, this can make the customer have a frustrating experience and, eventually, give up on buying or using the product.
App and website interfaces
Just as the design of a website or app can be intuitive or frustrating, the apps and websites we use every day (such as banking apps or social networks) need to be easy to navigate.
Any excessively complex or confusing design can make the user leave the page or look for simpler alternatives.
Essential concepts about usability
Donald Norman addresses several other essential concepts about usability, such as the importance of user-centered design, the need for clear and immediate feedback, and error prevention. Let's look at 6 of these principles:
User-centered design
The design must be focused on the needs, abilities, and limitations of users. Norman points out that a successful product is one that makes the user's task easier and is easy to use, aligning with natural behavior.
Visibility
The visibility of options is fundamental. Users should be able to understand what can be done in an interface without having to guess. The design should make available actions and the results of those actions clearly visible.
Clear and immediate feedback
The system should provide clear and immediate responses to user actions. If someone clicks a button, for example, the system should respond visibly and immediately so the user knows their action was recognized.
Error prevention
Instead of merely correcting errors, the design should prevent them from happening. This can be done by limiting options or guiding users to avoid unwanted actions, such as confirming a data deletion before actually deleting it.
Consistency
The design of an interface should be consistent, so that users know what to expect. This includes keeping the same appearance and behavior for similar elements throughout the application, so that learning is easier and navigation is more intuitive.
Ease of error recovery
Even with a well-planned design, errors can occur. Norman highlights the importance of allowing users to easily correct mistakes. This includes clear error messages and options to undo actions, helping avoid frustration.
Usability in interface development
Usability, in the context of interfaces, does not refer only to aesthetics, but to the user's overall experience when interacting with applications. The central idea is to ensure that the user's interaction with the interface is as natural as possible.
The focus should be on creating an intuitive, efficient, and easy-to-use interaction, ensuring that users can achieve their goals simply and without frustration.
In addition, the interface must be accessible to all types of users, regardless of their physical or cognitive abilities.
When developing interfaces, designers should consider aspects such as contrasting colors, font legibility, and ensuring that the system can be navigated through a keyboard or screen readers.
This focus on making products accessible to people with disabilities is crucial for inclusive design.
Personalizing the experience
Another important aspect to consider when developing interfaces is personalizing the user experience.
Each user has different preferences and needs, and allowing them to adjust the interface to suit their style can improve usability.
For example, allowing the user to change font sizes, adjust contrast, or even choose between different interface themes can contribute to a more pleasant and efficient experience.
Performance and response time
Loading speed and interface performance are crucial aspects for ensuring a good user experience.
If the interface is slow, or if there are delays in loading elements, this can lead to frustration and a feeling that the system is not reliable.
The focus should be on ensuring that the interface is fast and that the system responds quickly to user actions, without compromising functionality.
Minimizing cognitive load
The interface should be simplified so that the user does not have to spend excessive mental energy trying to understand how to interact with it.
This can be achieved through a clear visual hierarchy, where the most important information and options are highlighted, and the logical arrangement of elements facilitates navigation and understanding.
Minimizing cognitive load helps users focus on tasks instead of having to figure out the interface.
Responsive design
In the context of interfaces, it is important to consider the concept of responsive design. This means ensuring that the interface adapts to different screen sizes and device types (desktop, tablet, mobile).
The design should be fluid and ensure a good user experience on any platform, without the need for complex adjustments on the part of the user.
Testing with real users
To ensure that an interface is effective, it is essential to conduct tests with real users. These tests help identify areas of confusion, points of frustration, and features that are not intuitive.
By listening to user feedback and observing how they interact with the interface, developers can make adjustments to improve the overall experience and ensure that the interface meets the target audience's needs.
Is usability more important than aesthetics?
We can keep citing Norman to understand this topic. For him, usability and aesthetics should be balanced, but he emphasizes that usability should always come first.
In his book The Design of Everyday Things, Norman highlights that the functionality of a product or interface is the most important factor, since it ensures that users can complete their tasks effectively and without frustration.
But he also recognizes that aesthetics plays a crucial role, as it can significantly improve the user experience.
Building on this idea, a visually pleasing interface may be more tolerable for the user if they run into usability problems.
This tolerance should not be confused with a license to ignore usability principles.
The design should always be conceived to ensure that, even in cases of errors or difficulties, the user can solve the problem easily and without losing the flow of their interaction.
Usability and aesthetics should go hand in hand, with usability serving as the foundation, so that aesthetics works as a complementary element, enriching the experience without ever harming functionality.
What are the benefits of usability?
The benefits of usability are directly linked to the way people naturally interact with the world. A good design should adapt to the user, not the other way around. Here is how each point appears in practice:
Ease of use
Intuitive interfaces do not require manuals or complex explanations. The more natural the interaction, the better.
Less frustration
When something does not work as expected, the problem lies in the design, not the user. Recurrent errors usually indicate flaws in the interface.
Accessibility
The design should serve everyone, regardless of experience or physical limitations. The more inclusive it is, the greater the positive impact.
Agility
The human brain has limited memory, so design needs to reduce cognitive load. Well-positioned elements make use more efficient.
More conversions
When something is easy to use, people complete actions without hesitation, whether it is a purchase, a sign-up, or any other interaction.
Less support needed
The more intuitive a system is, the fewer support calls and the less time spent explaining how it works.
Difference between usability and UX
Although frequently used interchangeably, usability and UX (User Experience) are distinct concepts, but deeply connected.
Both aim to improve the user experience, but their application and focus are different. Let's better understand how each one works.
What is usability?
Usability refers to the ease with which users can interact with a product, such as a website, app, or system, to perform specific tasks.
Usability focuses on how efficient and intuitive the design of an interface is.
A product with good usability allows the user to navigate, interact, and complete tasks quickly, clearly, and without confusion.
The principles of usability include:
Efficiency
Users should be able to complete tasks with minimal effort and in the least amount of time possible.
Ease of learning
The design should be intuitive for new users, allowing them to quickly learn how to interact with the product without needing complicated instructions.
Memorability
If a user returns to the product after a period of time, they should be able to easily remember how to use it.
Satisfaction
Using the product should be pleasant, without frustrations or difficulties that make the interaction tedious or hard.
Example: A well-designed ATM has intuitive buttons, displays clear instructions, and allows the user to withdraw money quickly and without confusion.
What is UX (User Experience)?
While usability focuses on efficiency and clarity, user experience (UX) involves the user's entire journey, from the first contact with the product to continued use and even post-use support.
UX encompasses a broader range of factors, including how the product makes the user feel while using it, their perceptions of the product, and their overall satisfaction.
UX covers the following aspects:
Aesthetics and visual design
Is the product visually pleasing and does it convey the right message? A product's appearance can strongly influence how it is perceived and the user experience.
User expectations
Does the product meet or exceed user expectations? UX involves understanding what the user expects from the product and how it can pleasantly surprise them.
Complete user journey
User experience includes all stages of interaction, such as the registration process, navigation, customer support, and even product feedback.
Emotional connection
UX also cares about creating positive emotions during use. The product should be pleasant and generate a sense of accomplishment or pleasure when used.
Example: A transportation app like Uber can be very easy to use (good usability), but the user experience will be negative if the driver is constantly late, if the app fails frequently, or if customer support is ineffective.
These emotional and contextual factors deeply affect the user's overall experience.
The relationship between usability and UX
Usability is one of the essential components of UX, but UX goes far beyond that. A product can be easy to use and still fail to provide a good overall experience.
Likewise, a product with a great user experience will generally have a good level of usability, but not necessarily.
Usability focuses on the tasks the user must perform. If a website or app allows the user to buy a product quickly and without difficulty, it has good usability.
UX covers the user's total experience, that is, the entire process of interacting with the product. This includes emotions, perceptions, and even the impact the product has on the user's life.
Illustrating the difference between Usability and UX
Usability
The website has clear navigation, the products are well organized, the checkout process is easy and fast, and the action buttons are easy to find. The user can complete the purchase efficiently and without frustration.
UX
The experience goes beyond usability. The website also provides a sense of pleasure and trust.
It has an attractive visual design, a smooth purchasing process, a recommendation system that helps the user discover interesting products, and even friendly customer service, if needed.
In addition, the customer feels good being treated in a personalized way and receives offers or promotions that meet their needs.
Usability is a fundamental part of UX, but user experience goes far beyond simply being easy to use.
It involves creating a complete journey that is not only efficient and intuitive, but also pleasant, emotionally engaging, and aligned with the user's expectations.
How poor usability on your website can affect your business
Poor usability on your website can affect your business in several ways, directly impacting the user experience and your company's performance.
When the design of a website or app is not intuitive or has flaws, users feel frustrated and confused.
This leads to a negative experience, causing them to abandon the product or service quickly.
Another negative effect is increased demand for customer support.
Usability problems often generate questions that users cannot solve on their own, creating additional costs and overloading the support team.
Poor usability also harms brand credibility. If the website or service is not easy to use, users may associate bad design with a lack of professionalism or insecurity in the product, pushing them away from the company.
This ends up affecting the brand's reputation, since dissatisfied users may leave negative comments on social networks or review sites, which drives away new customers.
The impact of poor usability on customer retention
Compromised user experience also leads to lower satisfaction and difficulty completing tasks.
As a result, many users do not return to the product or service, harming customer retention.
If the website is difficult to navigate, with slow pages or accessibility problems, Google and other search engines may rank the site negatively, which affects visibility in search results and harms SEO.
On e-commerce sites, a complicated checkout experience can increase cart abandonment, preventing the conversion from being completed, which directly impacts sales.
In a saturated market, poor usability can be the deciding factor in customers choosing competitors that offer a smoother and more intuitive experience.
Investing in good usability is crucial to maintaining a positive user experience, increasing conversion rates, and ensuring your business's success in the market.
Usability everywhere: making the experience easier through good design
Usability flaws are present in many aspects of our daily lives, from simple interactions, such as using a microwave or remote control, to more complex tasks, such as navigating banking apps or airport check-in systems.
These flaws may seem small, but they generate frustration, wasted time, and often the decision to give up on continuing the task or using the service.
And it ends up showing how poorly planned design can harm not only the user experience, but also affect a company's image and competitiveness in the market.
When we think about the user from the start of the project, usability flaws can be avoided, ensuring a smoother and more efficient experience.
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