One of the moments of truth in e-publishing is the divergence of user-centered presentation formats from internally driven formats. In some cases, Web publication mirrors the manner in which information is organized, presented and shared within the parent firm. In other cases an effective transition is made to user-centered publishing. Other media have had time to work this out; books for example are not published in formats most convenient for authors or publishers, rather they reflect user preferences. Unfortunately, there are still many Web sites that look like the organization's file cabinet.

Some ways to assist this process include:

• Be sure the structure of information on the site makes intuitive sense to a range of users.
• Determine if alternate interfaces will be required when targeting different groups
• Check terminology and jargon for comprehensibility
• Review the level of generality, detail and abstraction to be sure the presentation matches user expectations and needs
• Interview users to develop new vocabulary and make the site resemble spoken language more than a technical manual (unless it is a technical manual)

Accept the opportunities and constraints of the computer screen and Web page. For example, if your users tend to scan your site, be sure to include bulleted lists, highlights, headings and sub-headings, and short rather than extended paragraphs.

Invest in Navigation

Originality in presentation and illustration may not help navigation on your site. As a result of network effects and learning curves, users may be most familar with conventions used on the Web's most popular sites. It can be helpful to reflect similar elements of look and feel.

If appropriate, ways of organizing information that are analogous to older media may be employed to raise the site's comfort level. File cards, periodical covers, tabloids, cabinets and folders of various kinds may make the site more transparent.

Be consistent with page layout. It is disconcerting to move from page to page as though moving from book to book on a library shelf. Consistent use of navigation buttons aids users tremendously. These should be self-explanatory.  hese navigational jumps should also involve the fewest steps; and parsimony with click-throughs leads to satisfied users.

A search engine with a simple interface and clear reporting of results is essential on any site that plans to grow in breadth and depth. On individual pages the titles should capture the content so that user bookmarks will be self-evident. Individual pages must also serve as a stand-alone introduction to the site for those users who land on pages delivered as search engine results.
A site map will generally increase site transparency and ease of use. Menus that provide a descriptive nugget attached to each link will help avoid unnecessary click throughs. Well-intentioned navigational menus can sometimes add to the confusion. Be sure to specify if a menu refers to the current page, to the site or to other sites. Consistency in menu color and type is essential. Using menus in the foreground and images in the background can be perilous.

Managing navigation and design, while linking the user experience to your business objectives, is the concern of more and more managers today. Personal facility discussing and directing this work may serve to increase marketing effectiveness across the organization: the stakes can be high.