limited. Nielsen (1999) suggests that the designer of navigation systems should consider
the following information that a site user wants to know:
Where am I?The user needs to know where they are on the site and this can be indi-
cated by highlighting the current location and clear titling of pages. This can be
considered as context. Consistencyof menu locations on different pages is also required
to aid cognition. Users also need to know where they are on the web. This can be
indicated by a logo, which by convention is at the top or top left of a site.
Where have I been?This is difficult to indicate on a site, but for task-oriented activities
such as purchasing a product it can show the user that they are at the nth stage of an
operation such as making a purchase.
Where do I want to go?This is the main navigation system which gives options for
future operations.To answer these questions, clear succinct labelling is required. Widely used standards
such as Home, Main page, Search, Find, Browse, FAQ, Help and About Us are preferable.
But for other particular labels it is useful to have what Rosenfeld and Morville (2002) call
‘scope notes’ – an additional explanation. These authors also argue against the use of
iconic labels or pictures without corresponding text since they are open to misinterpre-
tation and take longer to process.
Since using the navigation system may not enable the user to find the information
they want rapidly, alternatives have to be provided by the site designers. These alterna-
tives include search, advanced search, browse and site map facilities. Whatis.com
(www.whatis.com) illustrates these features well.CHAPTER 7· DELIVERING THE ONLINE CUSTOMER EXPERIENCEFigure 7.12Broad and shallow organisation scheme and professional style at Cisco.comINMA_C07.QXD 17/5/06 4:23 pm Page 330