Usability – User Friendliness

Usability is the general user friendliness of a product, in this case - of a web application. The objective is to achieve a simple, intuitive and quick operation of a website for all users. A good usability usually goes unnoticed with the users, a bad one – even more so.

What counts in Usability

The usability indicates how friendly a product is for its user, in short: user friendliness. Also the fitness for purpose and the intuitive user guidance are terms which describe well the usability of software programmes, websites, user interfaces and design.

Already over 20 years ago, usability expert Jacob Nielsen determined 5 principles defining the quality of usability:

  • Learnability: How easy it is for users to complete basic tasks when they are dealing with the product for the first time?

  • Efficiency: How quickly can users finish their tasks once they got to know the design (product)?

  • Memorability: How easy is it for the users to find their way when they want to go back to the design (product) after a while?

  • Errors: How many mistakes do the users make? How serious are those mistakes? How easily can they get over those mistakes?

  • Satisfaction: How enjoyable is it to utilise the design (product)?

A poor usability of a website has numerous negative consequences:

  • The website is not speaking for itself. It is not clear for the user what the company is offering and what he can do on the website.

  • The user cannot find the essential products or information.

  • The user is frustrated, is quitting the website and is switching over to the competition.

On the other hand, if a user comes across a website with high usability, he or she stays on the site with a good feeling of satisfaction – with many positive effects:

  • The user remains longer on the website.

  • The user can find the products and services he is looking for.

  • The user becomes a customer.

  • The user recommends the site further to his friends and acquaintances.

Usability is like cooking: everybody needs the results, anybody can do it reasonably well with a bit of training, and yet it takes a master to produce a gourmet outcome.

Jakob Nielsen
Anybody Can Do Usability, 2009

We are the number one in usability among web agencies

Our awards show that we have the expertise in the Usability field! According to the usability ranking of the Best of Swiss Web, we are Number 1 among the agencies:

Cléa FierzOctober 2021

We Belong to the Best Swiss Digital Agencies – for more than 20 years

According to Netzwoche's list of best agencies, we are now ranked second among the best Swiss digital agencies. And this over the last 5 as well as the last 10 years.

We Belong to the Best Swiss Digital Agencies – for more than 20 years
  • Usability Experts with vast experience: Only in a competent project team, each role can bring the crucial impact on the user friendliness. At Unic, this team is made up of information architects and designers, frontend and backend developers as well as test managers and project managers.

  • Expert review: Our usability experts will verify and evaluate your website based on pre-determined criteria for your user friendliness and check if it is meeting user needs. You will receive the summarised results in a report.

  • Usability tests: In order to verify the user friendliness of a website, we recommend so-called usability tests to be run. They should be carried out as early as possible during the development phase in order to be able point out any potential usability problems at an early stage. We will gladly plan and carry out the usability tests for you.

Good Usability pays off



A Free Ride into a Digital World

Mobile into the future. With the website relaunch in responsive design, the SBB meets the demands of modern travelers. Unic was responsible for conception, design and frontend development.

A Free Ride into a Digital World

The Swiss Post

One Postal Service – One Experience

We have been supporting the Swiss Post on its path to digitalisation for around 20 years. For this website relaunch, we were in charge of user experience, design, and frontend to backend implementation on Sitecore 9 and more.

One Postal Service – One Experience

Contact for your Digital Solution with Unic

Book an appointment

Are you keen too discuss your digital tasks with us? We would be happy to exchange ideas with you: Jörg Nölke and Gerrit Taaks (from left to right).

Gerrit Taaks

Contact for your Digital Solution

Book an appointment

Are you keen to talk about your next project? We will be happy exchange ideas with you: Melanie Klühe, Stefanie Berger, Stephan Handschin and Philippe Surber (clockwise).

Melanie Kluhe
Stefanie Berger
Philippe Surber
Stephan Handschin