Navigation is Dead: Long Live Navigation
For the last year or so I’ve been toying with the idea that website navigation is basically dead. Not to say that it’s not still important, but I’ve come to think about a website’s internal navigation structure (by that I mean tabs and dropdown menus, side navigation, that sort of thing) as the absolute final, last ditch, if-all-else-fails means by which the average internet user will find content on your website.
It’s possible I’m jumping the gun, but here’s why I’m increasingly thinking this way.
When was the last time you went to the front page of a newspaper’s site? Most of us read articles from newspapers online, but I suspect most of us don’t do so by navigating to the front page of their site. The latest navigation for newspapers and news organizations generally is probably Facebook, Twitter, and/or Tumblr. You don’t visit the front page, you follow a link someone’s posted in your path that strikes you as interesting, and read it there. I’m not sure I’ve ever actually seen the front page of the Guardian, for example (I certainly can’t conjure up an image of it), but I read Guardian articles all the time. I go in through side doors that directs me exactly where I want to be.
When I come home from work, I catch up on The Daily Show and The Colbert Report. They’re on too late for me to watch live, so I watch the online versions via the Comedy Network or CTV. I have never once gone to the Comedy Network or CTV’s main site to find them. It’s way too many clicks that way. I just type “Daily Show Canada” into my Google search box and it takes me right there. I don’t even care if I’m watching it via the Comedy Network or CTV’s interface; I just click one of the links and get the content I was looking for.
There are some sites that are staples of people’s every day, and in that case, there are things you want on the page that make it easy for you to navigate around. For instance, your email: I don’t want to have to use a Google search to find my inbox and my sent mail. I want links to those. Functional links to things I use every day. Likewise, Twitter needs to put up clear links to my @replies so I don’t struggle to find those. But that’s inching into application design decisions rather than strictly navigation, I’d argue. And applications I use all the time every day are different than websites I use from time to time for information when I need them.
When I’m looking for this Historical Studies department on the UTM website, I don’t go to the main UTM front page. I don’t, even though I work there. I look at a lot of sites every day, and there is no one true classification method we can use that will always be clear to everyone. Every site is different, every site uses different metaphors to organize their content; how can I be expected to remember how any site has decided to arrange content to make it easy for me to find? I don’t remember what navigation decisions UTM made in it’s site design. I could take a moment to look at the site, scan it’s existing top level nagivation terms, use my critical thinking skills to work out where the department might be, or I could just type “UTM historical studies” in my Google search box and be done with it. Type and enter, and click. That’s way easier on the brain than trying to understand someone’s thoughtfully-designed navigation structure.
When I say things like this, people remind me that I’m in the rarefied world of academia, for one (true), and that my job title includes the word “technologies” (also true), so my perspective on browsing the internet based on my own experience and habits is highly unlikely to be universal (absolutely true). However, let me show you some statistics:
This is a graph of web traffic for the months of August and September for one page on our library’s website (http://library.utm.utoronto.ca/faculty/blackboard). It’s the front page for frontline support for courseware for instructors at UTM, and the portal to all our how-tos and instructions on using all the courseware tools available to faculty at UTM. We are a busy service, and get lots of questions and phone calls, so we know our instructors want and need this information. There has always been clear navigation to arrive at this page. We printed it on brochures, inside documentation we handed out, had it on business cards, etc. That clear navigation’s utility can be seen as the blue line in that graph, which is our data for 2010. Very low traffic, in spite of the fact that it’s a busy service. Those are the stats when we just put good content up and wait for people to navigate to it if they need it.
The red line in that graph is our data from 2011. That’s the year we stopped expecting people to navigate to the site, and instead emailed out short messages (we call them “protips”) when the questions are likely to come in. For instance, instructors usually ask us how to add TAs to their course websites somewhere around 5 days before the first day of class, so 6 days before the first day of class we send out an email to this page with instructions on how to add TAs to a course website. For the last week in August and the first couple of weeks in September, we send out nearly one message a day, with a tiny amount of information in it, and a link to this page. See what happened? That’s something like an 8000% increase in web traffic. This page became the second or third most hit page on our site. The internal navigation was exactly the same.
The green line in the graph is our data for 2012, and we were extremely surprised to see another 50% increase from the year before. We learned from our faculty that some of them had started to forward our messages on to colleagues on other campuses, which might account for some of it.
It’s not a revelation to say that publicizing a web page gets you more traffic; it’s probably the most basic of basics from web communications 101. We pushed content, therefore we got traffic. But it made me realize that, like me, other people are much more likely to dive into the interior of a website from the outside (in this case, from email) rather than trying to navigate through from the front page. Being directed to the one thing you need is way more attractive than wading through lots of useful but not immediately needful things in order to find the one thing you want. Obviously the need for the content in question is there; if our instructors weren’t interested, they wouldn’t be clicking on the link in the first place. They would just delete the message and move on. So the interest is clearly there and our traffic is growing.
At this point I think I could probably remove this entire section of our website from the main navigation and see absolutely no dip in traffic. I’m tempted to do that as an experiment, to be honest. I have a feeling no one would even notice.
So I’ve started to really question the basic utility of top level navigation. In a pinch, if you’re really lost and don’t even know what’s available or where to start, I can see it being useful. But for our client base, people we know and we know how to contact, I don’t expect my thoughtful navigation decisions to ever even register. I am building navigation for them through a variety of media, not just through our website as we traditionally think of it. Their interface to our website happens to come through email messages; it’s current, topical, and ephemeral. Their interface, essentially, is us. We dole it out over time and place it in the places where their eyes already are, much like my librarian colleagues and friends do when they post messages on Twitter and I click on them.
It’s a weird way to think, but it’s where I’m sitting just now. I don’t want web traffic for the sake of web traffic; I want our patrons to have this information when they need it, and I realize I can’t change their behaviour to make that happen. I can’t rely on their need to bring them to me and muddle through my navigation to find it. I can’t sit behind a desk/website with all the good news and wait for them to come see me. I want to answer questions before they have to be asked; I want to be on the path of their success, and that’s something they define. So I find and build up the navigation that demonstrably works for them, even if it’s unorthodox. In this case, the navigation that appears to work best for this kind of information and for this kind of audience is us, outlook, and our calendar of needful topics, and a series of targeted email messages sent out like clockwork every year.
There are of course many such solutions; or me, the key part of this whole experience was rethinking what navigation is and what it means, and to stop thinking in such two-dimensional terms. As creatures of the internet, as the majority of us now are, we find information in a wide variety of ways; top level navigation has got to be somewhere down at the bottom of the list.