This week Skittles changed their homepage to a Twitter feed of anyone who tweeted anything with the word ’skittles’ in it and it’s created a lot of buzz.  Some people love it, saying its perfect advertising in our struggling economy.  Some hate it, more than a few social media types have called it a ‘cheap publicity stunt’ because of Skittles previous non-involvement with any sort of social media.  But, ignoring all social media banter and looking at the new skittles page from a web design perspective, we see some potentially serious problems.

First of all, control.  Your homepage is usually the #1 place people go when looking for information on your company.  Is it really a good idea to essentially give up control of the majority of the content?  Skittles has already run into this problem.  Once word got out you could get on their homepage by simply typing ’skittles’ somewhere in your tweet more than a few inappropriate links and offensive language popped up.

Usability.  The nature of this type of feed (and the sometimes inappropriate things it shows) caused Skittles to put up an age verifying pop-up before entering the site.  True, if a person can add or subtract they can trick the program, and the screen is a pop-up so you can see the content behind it anyway, but putting up a barrier to entry like this is a no-no in terms of usability.  Many users will simply not spend the time to fill it in and move on.  Also, what happens to the people who were genuinely looking for information?  They are bound to be more than a little confused on where they should go next or whether they are even on the Skittles site…not good.

The actual site navigation looks too much like a spammy pop-up for comfort.  Once you get past that and realize that it is meant to be their site nav the way they’ve labeled things can confuse people further.  ‘Chatter’ takes you to the same page you’re already on (’Home’), ‘Friends’ pulls up a Facebook page, and ‘Media’ brings in a Skittles focused feed from YouTube.  The only parts of the entire site that still resembles a company website is a contact form and somewhat lame ‘Products’ section with a few links to their parent company, Mars‘ site.

They’ve created buzz and we really do applaud them for attempting to utilize social media to get their brand involved. However, abandoning current web convention all together and sacrificing usability is probably not the smartest move in the long run…guess we’ll have to wait and see.

I was wrong.  A few were great, most were fine, and some were pretty bad.  The bad ones are here…enjoy!

Duracell

For a site with upwards of 80,000 visitors per month its amazing how dated Duracell is, and the slow-to-load, amateur-ish flash intro doesn’t help.

UPS

Yes, its bad – but I was going to let this one slide because it was UPS.  That was until I checked out compete.com and found out they average over 12 million visits per month! I am truly speechless.

FedEx

Better than UPS…but not by much.

Colgate

AH my eyes!! Bad color choice and much too cluttered.

Ferrari

Cars this cool deserve a better website…’nuff said.

BMW

Granted it gets better as you delve into the site – but you don’t want this to be the first thing people see. Boring.

Merrill Lynch

I know its ‘professional’, and that a website probably isn’t a high priority for them right now…but come on, this looks like they haven’t upgraded since 1998.

McDonald’s

I’m not lovin’ it. The black background could look cool, but they have so little content on the page it ends up being overwhelming.  The navigation is hard to use as well.  They made it super interactive, problem is that when you move your mouse inadvertently what you were reading can disappear.

Nestlé

Where’s the yummy food?  Seriously…not one chocolate chip? I realize they are a huge company, but it seems like they’re taking themselves a bit too seriously with this extremely corporate-feeling site.

BP

With second quarter earnings this year of $4.98 billion you’d think they’d be willing to drop the $5K or so it would take to make their site modern and maybe a bit better looking.

Avon

Avon’s business is looking pretty…they should know better.

Accenture

The biggest/best consulting firm around and this is all they’ve got? Tired design with hardly any navigation to speak of doesn’t convey the image they’re probably going for.

Marriott

Some useful features, but the site doesn’t have a very welcoming feel – why would I want to stay here? I think not having any pictures at all is a lost opportunity for any site trying to sell accommodations.

Canon

Know any other great brands whose websites don’t quite live up to your expectations?  Let us know in the comments!

As a public service, here are a few signs that you might want to think about a redesign:

Your site is a wall-flower. One-way information flow is old and tired. With all the social networking and bookmarking sites (Digg, Stumble Upon, and Facebook just to name a few) people are connecting in new ways every day. These users will become frustrated if they can’t interact with your site. Blogging is a great way to make your site feel more social and up-to-date, as long as the blog is relevant. An added bonus is that the consistent new content will attract a crowd of “regulars” and makes your site more appealing to the search engines. At the very, very least make sure your email is easy to find. Remember, if people like you they’ll tell their friends.

Exemptions: Some sites intentionally designed to be informational (and informational only) may get a pass on this, but there’s really no excuse for not engaging a site visitor.

You’ve got a cluttered first page. Too many graphics, links every other line, ads on every side, not to mention all your text, etc. Its enough to make the casual viewer’s head hurt! For example, I stumbled across this page and my stress level shot up instantly. The most up to date advice is to keep it simple.

Exemptions: No one. There’s no excuse for a homepage that leaves people not wanting more.

Music, unless it is very relevant to your site content (i.e. you are a record label’s website) its probably a better idea to leave it off. Keep in mind where people may be when they come across your site…at work, school, in a library, etc. – all places where a loud burst of music may be less than welcome. Another factor to keep in mind is that not everyone may share your obviously superb taste in music (shocking I know). If, after you put some serious thought into it, you still decide to have a musical background please PLEASE design it so I will be able to turn it off.

Exemptions: Obviously, any music or video websites and also the very, very few websites that tactfully use sound on the site.

No one can read your copy. Having too many colors on the page or choosing bad color palettes/backgrounds can lead to a site that is very hard for a user to read. The same goes for using really tiny text or a hundred different fonts. Anyone can get carried away during the design process, but let’s remember that first and foremost your website must be readable. If people can’t read the information you want to give them your website is essentially useless – no matter how pretty you think it is.

Exemptions: No excuse for tiny text or anything hard to read.

The site has horizontal scrolling. We’re all used to scrolling up and down, making us scroll sideways is awkward and annoying. Please don’t do it, nobody likes awkwardness.

Exemptions: Blue Vertigo who has a resource list in the same vein as our Dashboard gets an exemption cuz their list is so useful, but it would be equally useful vertically. No one else gets a pass on this one though.

Your site works and looks great in Firefox but is a train wreck in Explorer. Make sure your design works well with all browsers, you don’t want to lose people before you even get started.

Exemptions: None and its time to fire your previous web designer.

There is no focal point to speak of. Check out this site – sure our eyes flock to the red circle in the middle but after that its a free for all. It’s important to know how people’s eyes read a page and factor that into the design. You can influence how people view your site by creating a flow that is ordered and makes sense.

Exemptions: None, unless your going for that complete chaos look.

Your site is all text, or for that matter your site has basically no text. Designing a successful web site is walking a fine line in this respect. Too much text looks busy, and people simply won’t read all the way through it. On the other hand a site with all pictures is confusing and hard to navigate, not to mention that having no text makes it much harder for the search engines to index/find your pages. For example, I dare you to try and find your way around the bow-wow books website

Exemptions: Craigslist (all text at its finest).

You have a ridiculously long flash intro. In theory its a great idea – visually appealing, fun to watch unfold, unique – but in reality it can go very wrong. These designs are now commonplace and people won’t sit through long intros, especially without a skip button. Granted, some flash intros can be very cool, but a common opinion among the best designers is that the intros are just another obstacle for potential visitors to overcome. Deciding to put in a skip button itself can be a catch-22, you allow the visitor to get right to your site but you are also effectively saying ‘my intro isn’t important why don’t you skip it’. In that case why do you have an intro in the first place? Its a debated issue and it basically comes down to personal taste. A flash intro is not an inherently bad design technique, but when abused it can hurt you. A general rule of thumb is any more than a few seconds and you start losing people. Here is an example for you – its obviously not meant to be a legitimate intro but you get the point.

Exemptions: Any site purposely trying to drive visitors away…so no exemptions here.

The website has text that blinks/scrolls too fast/flashes neon colors at you or contains any other activity likely to cause a seizure. Along these same lines continuous animation is also a no-no. Take a look at this site, the spinning globe animation and flashing text not only look bad but also make the design very dated, circa 1995. Too much movement on a website is like the little kid inside the store screaming ‘Look at me!’, its bound to get some attention – almost none of it positive. You have to go to this website to get the full effect, trust me (and what’s with the random cat running backwards at the bottom).

Exemptions: The band M.I.A. who’s user base loves flashing colors.

The absolute #1 sign it is time for a new web design is if your site has unclear navigation. How users get from one page to another on a site should be obvious. Make sure you have some sort of menu on every page – people get frustrated when they have to hit the back button a thousand times. But be careful, let them hit the back button if they want to, there is nothing more annoying than getting redirected to the page you are on when all you want is the page you just left.

Exemptions: No excuses for a website that can’t be navigated by an everyday user.