Diving Deeper
2. The Significance of the "10"
The "10" component of the rule is about accessibility. Think of it as the navigational depth of your website. From the homepage, can users quickly and intuitively navigate to any important page? If it takes more than 10 taps, youve likely got a design problem. Your navigation is too convoluted, your information architecture needs restructuring, or your content is poorly organized. This is a good moment to pull out a whiteboard and rethink your approach. Are there redundant links? Can you combine pages? Can you make things simpler? Remember, the goal is to guide the user, not confuse them.
Consider an e-commerce website selling shoes. If a user lands on the homepage and wants to find "Women's Running Shoes, Size 7," how many taps would it take? They might tap "Shop," then "Women's," then "Shoes," then "Running," then "Size 7." That's already five taps! If the filtering is clunky or the site map poorly designed, they could easily exceed ten taps just trying to find the right product. This frustration could lead them to abandon the search and head over to a competitor who makes it easier to find what they want.
This part of the rule is also about maintaining a clear and consistent information hierarchy. Is your content grouped logically? Are your categories intuitive? Are your search functionalities effective? A well-structured website feels intuitive and easy to navigate, even if it has a large amount of content. Users should be able to quickly grasp the layout and find what they need without having to perform mental gymnastics. This increases engagement, encourages exploration, and ultimately, improves the overall user experience. In other words, it's win-win for everyone.
Ignoring this principle can lead to whats lovingly referred to as "information overload." When users are bombarded with too many options or presented with a confusing navigation structure, they become overwhelmed and disoriented. This can result in a negative user experience, leading to high bounce rates and low conversion rates. In short, you're making it too hard for people to give you their money (or their attention, which is just as valuable these days!). Streamline, simplify, and make it easy for users to find what they're looking for. Your bottom line will thank you.
3. The Importance of the "25"
While the "10" focuses on general accessibility, the "25" digs into task completion. It's about how many taps it takes a user to complete a specific goal, like purchasing a product, filling out a form, or subscribing to a newsletter. The aim here is to streamline the process and remove any unnecessary friction. Every tap adds to the cognitive load, so the fewer taps required, the smoother the experience and the higher the likelihood of completion. Think of it as removing obstacles from a racecourse; the fewer hurdles, the faster the runner will reach the finish line.
For example, let's say someone wants to buy a new gadget on your website. They find the product, add it to their cart, proceed to checkout, enter their shipping information, enter their billing information, choose their payment method, and confirm the order. If each step involves multiple taps to navigate between pages, fill out forms, and confirm selections, the total number of taps can easily exceed 25. This elongated process can lead to cart abandonment, as users get frustrated with the complexity and give up before completing the purchase. Reduce those taps, and watch your sales soar!
To optimize for the "25," focus on streamlining the user journey. Can you combine steps? Can you pre-populate forms with known information? Can you offer one-click checkout options? Can you simplify the payment process? Every small improvement can make a big difference in reducing the number of taps and improving the overall conversion rate. Think like a user, and constantly ask yourself, "How can I make this process easier?" The answer to that question is often the key to unlocking significant improvements in user experience and business outcomes.
The "25" also encompasses the concept of "micro-interactions." These are the small, subtle interactions that occur as users navigate your website, like button animations, form field validations, and loading indicators. Even seemingly small interactions, if poorly designed, can add unnecessary taps or cognitive load. Ensure that these interactions are smooth, intuitive, and contribute to a positive overall experience. Every detail matters when it comes to creating a seamless and engaging user journey. Make every tap count, and watch user satisfaction increase.
