Consistency and design
One of the most frequent problems we see online and on apps is a lack of consistency. So why is consistency a problem?
Problems with inconsistent design
A lack of consistent design causes users several issues.
When users interact with a website or app for the first time, they have to learn how it works, and learn the way they need to interact with it to get the information or results they need.
Making this learning process as quick as possible helps people to get what they want more easily, and leads to a greater sense of satisfaction with the service.
Travelodge’s navigation is clear, and immediately understandable
If a website breaks with interaction conventions, this increases the learning time a user must spend before they reach the information they want. We frequently see this happening in user testing, along with the emotional response users have, often frustration and a lack of trust.
If an application breaks with interaction conventions, it makes it undesirable for users to continue using it beyond a few attempts to familiarise themselves with it. If a user is giving a trial version of the app a go, they are much less likely to pay for the full version if they can’t understand how to use it.
“It must be me”
Users relate to navigation and interaction behaviour they recognise. Using non-standard approaches can cause users to doubt their ability to use the product, and its suitability for them. In some instances, it can make users feel bad about themselves and make them less likely to want to interact with that brand in the future.
The devil is in the detail
Problems with consistency are often caused by a collection of small interaction design choices that individually are not significant issues, but collectively become a serious problem, and barrier to engagement for users. However sometimes, we come across sites that break with external consistency so strongly, its a wonder any users achieve their goals.
This architecture website hides core information in experimental navigation
External consistency
When designing any website or app, it’s important to ensure each page, and navigation style is consistent across the product. This creates a smooth and unobtrusive experience for users, and means their learning time will be shorter.
The interaction design should also fit with established external approaches, so it fits with users’ previous knowledge and experiences. For instance, when designing an app, it’s best to use standard icons that users will recognise and understand, instead of using new, unexpected icons.
It’s worth noting that, in society, people strive to follow conventions and actively outcast those who do not.
If you are interested in talking about consistency in design, please get in touch!
About the author
Bonny is passionate about creating great user journeys that improve conversion rates. She is an advocate of ethical SEO, and loves measuring website stats. Bonny spends her free time sewing, designing fabric and drawing silly pictures. Email Bonny, or call +44 (0)117 946 3930
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Good post; consistency is definitely one of the most important characteristics of a usable design. I guess it all comes down to ‘don’t make me think!’ and reducing the amount of time processing new methods of using websites. This is why I don’t like pure Flash sites; there’s often no consistency between them at all.