The layout of PETA’s site lacks hierarchy and structure. At first glance it is not obvious to the user what PETA stands for and exactly what the site is about.
Basically, it is difficult to work out what PETA’s ethos, mission or purpose is when first entering the site.
One thing in the site’s favour is that it is reasonably quick to load, which means that it isn’t bogged down by Flash or large graphics/images.
To their detriment, PETA have put a lot of information and numerous elements all on the one page.
Below is a list of all the elements/information that is crammed on to the site’s ‘Home’ page –
Search
Subscribe
Peta2
PETA kids
PETA Prime
Navigation Bar – Home, Action Centre, Blog, TV, Lifestyle, Forums, Kids, Donate now, Media centre, Shop, About PETA
News
TV
What’s New
Blog
Learn more
Lifestyle
Animal rights
Actions alert
Shopping
Support our campaigns
Be our friend
More ways to help
News releases
Resources
Because of this, it makes it difficult for the user to navigate around the site.
Even though the site has a navigation bar across the top of the page, some of the headings/ tags are not simple and logical for the user to understand exactly what they are about.
There are also too many tags/links on the navigation bar (11) – the recommended design maximum is 5-6. It would have been better to have 6 tags across the top and have the other tags on a navigation table down the side of the page.
One thing the site does have is a ‘site map’ which can help the user to navigate around the site, but the link to this is at the bottom of the home page and is in very small, faint type.
The site is not designed to lead the user around the page because all of the elements on the page are given the same weight/attention and nothing stands out as being more important than something else.
Essentially, the hierarchy of the home page is not obvious and there is a lack of navigational visual cues.
Another thing that isn’t clear to the user is that the ‘cruelty-free lifestyle’ and ‘campaign’ buttons (see below) are actually links to those lifestyle items and campaigns.
The font sizes throughout the site are very small which can hinder the legibility and readability of the content as some users find small print hard to read both in print and on screen.
However, there is a link at the bottom of the web page tagged ‘Accessibility’ (the purpose of this link would not be obvious to the average user and I only came across it by accident) that states that the layout of their site takes into account users who are visually impaired or have difficulty using a mouse.
This means that the user can actually increase the text size if they wish. They also state that the site is fully compatible with popular screen-reading software.
Under ‘Accessibility’, PETA also provides Access Keys. Access keys are shortcuts that provide quick and easy access to common pages without the need for a mouse. PETA state that they have been included to assist visitors with disabilities and enable them to navigate around the Web site easily.
Screenshot of PETA's Accessibility Page
On a positive note, the paragraph lengths are kept short which doesn’t bog the user down in a lot of textual clutter. If the user wants to read on, they simply click on the ‘read more’ link.
I agree with R Maguire that it is difficult to work out quickly what the site is actually about. I had to look at the top of the page to read the small letters to understand what PETA stands for. There is far too much information on 1 page and is confusing. It reminds me of a gossip mag online except the content is interesting unlike the trashy mags. There is no obvious hierarchy either, you have to roam all over the page to work it out.
ReplyDeleteWhen I first visited PETA website I kind of liked the layout/presentation of it.
ReplyDeleteBut I do agree that its a bit too much info on the one page.
And I sort of agree that the layout could be better.
With the 'Support Our Campaigns' and the 'Cruelty-free Lifestyle' links, I did notice they were links to those items. I visit the 'Companies That Do and Don't Test On Animals' a lot :)
I agree, the site definitely lacks hierarchy and structure. Worst of all, it lacks consistency.
ReplyDeleteJust following the links on the top bar results in redirection to 4 different domains. Each of the top bar links to pages of differing layout and design.
I guess that PETA is a collection of different interest groups and individuals. And as such, it's site takes on that feel. Each group maintaining it's points of interest.
That could explain PETA's landing page. Trying to be attractive, useful and representive of all facets of the organisation.