users to find the information or experiences they need as they move from one page of
the site to the next, but it also includes other interactions such as filling in on-screen
forms. Rettie (2001) has suggested that the quality of navigation is one of the prerequi-
sites for flow, although other factors are also important. They include: quick download
time, alternative versions, auto-completion of forms, opportunities for interaction, navi-
gation which creates choices, predictable navigation for control and segmenting content
by Internet experience.
It can be suggested that there are three important aspects to a site that is easy to navi-
gate. These are:1 Consistency. The site will be easier to navigate if the user is presented with a consistent
user interface when viewing the different parts of the site. For example, if the menu
options in the support section of the site are on the left side of the screen, then they
should also be on the left when the user moves to the ‘news section’ of the site.
2 Simplicity. Sites are easier to navigate if there are limited numbers of options. It is usu-
ally suggested that two or possibly three levels of menu are the most that are
desirable. For example, there may be main menu options at the left of the screen that
take the user to the different parts of the site, and at the bottom of the screen there
will be specific menu options that refer to that part of the site. (Menus in this form
are often referred to as ‘nested’.)
3 Context. Context is the use of ‘signposts’ to indicate to users where they are located
within the site – in other words to reassure users that they are not ‘lost’. To help with
this, the web site designer should use particular text or colour to indicate to users
which part of the site they are currently using. Context can be provided by the use of
JavaScript ‘rollovers’, where the colour of the menu option changes when the user
positions the mouse over the menu option and then changes again when the menu
option is selected. Many sites also have a site-map option that shows the layout and
content of the whole site so the user can understand its structure. When using a well-
designed site it should not be necessary to refer to such a map regularly.
Most navigationsystems are based upon a hierarchical site structure. When creating
the structure, designers have to compromise between the two approaches shown in
Figure 7.10. The narrow and deepapproach has the benefit of fewer choices on each
page, making it easier for the user to make their selection, but more clicks are required to
reach a particular piece of information. The broad and shallowapproach requires fewer
clicks to reach the same piece of information, but the design of the screen potentially
becomes cluttered. Figures 7.10(a) and 7.11 depict the narrow and deep approach and
Figures 7.10(b) and 7.12 the broad and shallow approach. Note that in these cases the
approaches are appropriate for both non-technical and technical audiences. A rule of
thumb is that site designers should ensure it only takes three clicks to reach any piece of
information on a site. This implies the use of a broad and shallow approach on most
large sites. Lynch and Horton (1999) recommend a broad and shallow approach and
note that designers should not conceive of a single home page where customers arrive
on the site, but of different home pages according to different audience types. Each of
the pages in the second row of Figure 7.10(b) could be thought of as an example of a
home page which the visitors can bookmark if the page appeals to them. Nielsen
(2000b) points out that many users will not arrive on the home page, but may be
referred from another site or according to a print or TV advert to a particular page such
as http://www.b2b.com/jancomp. He calls this process ‘deep linking’ and site designers should
ensure that navigation and context are appropriate for users arriving on these pages.
As well as compromises on depth of links within a site it is also necessary to compro-
mise on the amount of space devoted to menus. Nielsen (1999) points out that some
sites devote so much space to navigation bars that the space available for content isCHAPTER 7· DELIVERING THE ONLINE CUSTOMER EXPERIENCENavigation
Navigation describes
how easy it is to find
and move between
different information on
a web site. It is
governed by menu
arrangements, site
structure and the
layout of individual
pages.
Narrow and deep
navigation
Fewer choices, more
clicks to reach required
content.
Broad and shallow
navigation
More choices, fewer
clicks to reach required
content.
Deep linking
Jakob Nielsen’s term
for a user arriving at a
site deep within its
structure.INMA_C07.QXD 17/5/06 4:23 pm Page 328