Here, there's a lot of white space, but it's not in very useful ways.
And what hasn't been done with this page,
is there's no sense of scale that's differentiating things.
So for example, imagine if we let Eater or
Blue Apron redesign this site, you would get a much bigger button for term.
And some of the other key salient variables would pop out and
become big, maybe bold, maybe colored.
And then you might have drop down menus for some of these other things.
I wanted to show this one second because it really conveys how the sense of scale
that's used so effectively in our good sites.
You might not notice its absence at first, or
how much power it's giving to success here.
But now that you look at these one right after the other you can see there's a big
difference.
Similarly, this is from the Clipper transit card site.
In this case, there are several parameters you need to set for
being able to get a new card.
There's two aspects that impede usability here.
The first one is the use of color, that we have a site here,
where no matter how wide your browser window is.
They've chosen to make a background that goes all the way across.
There are times when that can work but
in general I think this strategy is not so great.
If you have a guaranteed limit here this can be reasonable.
But these long bars draw a lot of visual attention,
even subconsciously away from the thing that you're actually trying to attend to.
We almost want to sublimate in this case these header categories and
let the content underneath those header categories come to the fore.
Now you'll see there's a,
are you sure you want to proceed section here, where the text is all in red.