Blog 2: A Usability Test of FCB Global’s Website

(View FCB Global’s Homepage and an introduction to this ad agency on Wikipedia.)

Screen Shot 2015-02-08 at 7.47.59 PMLike most other global ad agencies, FCB tries to capture the clients’ attention at the first sight by using large-sized visuals and interactive items on its landing page. However, every design has its pros and cons, and it’s always beneficial for designers to apply Krug’s five guidelines for website usability design on a “world-class” website like this.

General Navigation: Smooth in All Conditions
By focusing on the six tabs ( OUR WORK/WHO WE ARE/WHERE WE ARE/NEWS/CAREERS/CONTACT) on the main menu, you can easily navigate within the site. While the main menu might occasionally moves to the bottom, it will never disappear. The benefit of this type of menu will ensure that no one get lost as long as they can see these tabs.

No loading time. No cut-off. Another feature is the “sliding” transition of nearly all links, leaving users the illusion of no loading time. Every click and move will generate with some sort of visual effect, which leads you to where you want to go.

Visual Hierarchy: Catchy. Concise.
Portfolio highlight is always the top priority of an agency. FCB uses a gallery of auto-rotating images to get the job done. While the first image will be displayed randomly, Other parts of the homepage are painted white, a way they usually do to make the colorful logo stand out. As is discussed earlier, the menu only contains six tabs without any intrusive sub-tabs unless queried by the customers.

Links and Buttons: A job almost well-done by motion and color
It’s indeed an artwork. When you hover, its color intensifies but remains the same size and theme; when you click, it goes to the top with your eyes.
But it might take someone a longer time to figure out whether a word is clickable. Absolutely no indication is given, except for the uppercase letters. Even though most people will find out by hovering over the page, people have no obligation to do and they can get mad after they’ve gazed at the hyperlinked text for a long time.

Only Issue with its Structure: Important Info Nearly Invisible on Homepage
If you are a first-time visitor to the website, you may not find the pages where the “capabilities” and a of important clients are listed. For some reason, they decide to make this information hidden until people click into the work page.

What if somebody come to its website but only to check out if “media planning” is available at this agency? Should they be forced to view one or two work samples before they know what other important clients they ever served? While it seems that by hiding this information a user can navigate without too much noise on the side,there is no doubt that it will drive some customers away after a long trip to some basic information.

Here’s a rating scale for its usability: ★★★★✩ (Overall)

  • Create a clear visual hierarchy on each page ★★★★★
  • Take advantage of conventions                      ★★★✩✩
  • Break pages up into clearly defined areas      ★★★★✩
  • Make it obvious what’s clickable                    ★★★ ✩✩
  • Minimize noise                                                ★★★★★
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