When considering future initiatives for improving my company’s Website, my company needs to carefully consider the question of user experience level.  In its current state, the site is focused on basic information and an online store. In its future state, the company anticipates more frequent visits from the same users, as the site will provide more valuable information that is updated daily. As we attempt to bring in more regular viewers (“members,” as described by our staff), we should expect to shift the design from targeting beginners to intermediates and experts, as those using our site regularly will become savvy at using and navigating through our Website.

Looking at the design patterns covered in the Ivory and Megraw study, I see some trends that we should integrate regardless of the direction we take with our site, such as improved interactivity and text formatting. But there are others that we should carefully consider, such as the amount of page text. If we are to expect savvier users over time, we may want to consider allowing more text on one page. I would point to a popular site like ESPN.com which, upon an initial view, may seem completely cluttered with text, but for those returning to the site on a daily basis, the main page provides direct links to the information without navigating multiple pages.

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Have usability trends changed since the Ivory and Megraw study was undertaken? (ex – Number and types of links, use of non-HTML technology?)

What are some specific examples where it is important to design for experts? (for websites)