Abstract:

In the authors' research of hundreds of websites for the best part of the last decade, they have observed a number of re-occurring themes and design rules. However, they found that such rules cannot always be globally applied. One of the reasons for this is the effect of user expectations and their mood state whilst using the site. Therefore, to aid the application of usability rules, the authors have developed a 'modal' theory of site user behaviour where a user's state at any point in time can be described into one of six 'Modes'. The authors therefore propose that the key objective of a website is to move users from negative states such as cautious, confused/irritated and lack of focus to positive states such as in control, informed or amused.