Usability Characteristic: "Engaging"

The previous two posts saw examples of effective and efficient sites. This feature focuses on the "engaging" characteristic of a user interface.

An interface that's confusing or difficult to read; that fails to draw users into their tasks - generally fail in the "engaging" department from a functional aspect. Apart from this, an interface should be pleasant and satisfying to use, to qualify as engaging. Clearly, visual design and communication is the key here. The style, presentation, colors, fonts, graphic images, illustrations, etc. invoke immediate user reaction. Readability of content and clarity in interaction styles also matter a lot in an engaging relationship between the user and the site/application. Also, certain deterrent elements like an abstract image or an audio/video clip or a peel-away banner can add up to the engagement quotient.

At the risk of sounding repetitive about something painfully obvious - just like other usability characteristics, this aspect also demands that the design meet the expectations and needs of the people who must use the interface. In some ways, this post echoes some principles of the desirable philosophical dimension discussed in an earlier post.

Few examples:

• thomson reuters


• sap


• adidas


• sony style


• harley davidson


• accenture


• dell


• facebook


• google

Apparently, most well-known brands as above pay sincere attention to this aspect of usability - as an integral contributor towards brand loyalty and retention. A scientific approach towards achieving and measuring the engagement quotient is to conduct user satisfaction surveys and psychological interviews - aiming to gauge the patterns of user acceptance and user attitude. More detailed view of achieving this and other characteristics of usability will be discussed in a separate series of blog articles soon.

Please share your opinions.

Next topic: Error Tolerant User Interfaces.