Web Usability

• Ask yourself what your visitors want from you. Give it to them!
• Change your perspective: The overly detailed presentation of your internal structures (including the associated "abbreviations") is difficult for visitors to understand or uninteresting.
• Get a clear picture of your target group. Always think of people, not institutions (e.g. "researchers", not "universities").
• Make your goals clear and record them in writing. This way you can check later whether you have achieved them.
• "The bait should taste good to the fish, not the angler".

Reading on a screen is difficult and is around a quarter slower than on paper. The eyes tire more quickly as the resolution on the monitor is lower. The viewing area is smaller than with print: individual passages have to be maneuvered into the field of vision.

Reading is also more strenuous due to a static and uncomfortable reading posture.

On the web, there is no "sense of place" as websites cannot be scrolled through quickly, making it difficult to assess how much text/content is on the website. Compared to a book: scrolling, thick/thin, number of pages!

Problem for the website visitor: Is it worth starting to read?

Research into screen reading has produced the following results, which you as a web editor should bear in mind. Users do not read on the web, they scan. The following figures illustrate this:

• less than 20 % read word for word
• over 80% scan, skim the page and search for keywords
• On average, users only read around 20% of the text
• About half of less than 100 words are read
• An additional 4.4 seconds per additional 100 words = a maximum of 18 additional words
• On average, the visitor spends approx. 20 to 25 seconds "basic time" on the page, 10-15 seconds of which is spent reading
• Scanning takes place in an F-shape (twice horizontally over the first two paragraphs, then vertically along the left edge of the page). Lines are usually not read to the end.
• Website visitors are benefit-oriented. If they do not find the desired benefit, they quickly lose interest and leave the website. You should therefore regularly add relevant information.
• Websites do not allow a view of the entire website. They lack the "sense of place" that print media convey. Therefore, provide orientation through your navigation (menu structure)!

These facts apply to searching and browsing, as well as to narrow single-columns, wide single-columns and double-columns.

Vertical scrolling is done quickly and easily, whereas horizontal scrolling is almost never done. Attention decreases towards the bottom and around 80% of user time is spent "above the fold". Users spend approx. 70% of their time on the left half of the screen and approx. 30% on the right half. Only 1% of the content is paid attention to when scrolling horizontally.

Photos must be informative and genuine, because users ignore photos if they are only intended to "spice up" the page or are purely decorative (feel-good images). Users pay attention to graphics and photos if they contain relevant content.

Structure text, divide it into portions and offer it in F-form

• Save words: e.g. delete articles
• No subordinate clauses
• No abbreviations
• No long words: use hyphens to make long words visually manageable
• Few punctuation marks
• (never: period, exclamation mark; rarely: dash, comma; good: colon)
• Verbs as active as possible and in the present tense
• Key words up front (helpful: colon)

A teaser provides an incentive to read and condenses information from the text. Users read the first few words and want to find out more if they are caught up in them. Teaser texts should be short, rule of thumb: a maximum of three sentences.

The font size of the teaser should stand out from the text so that teasers are more likely to be read. Bold lead-ins generate a high level of attention for 5-10 seconds and therefore have an influence on whether a text is read.

• Make each page understandable on its own; you never know where the user is coming from
• Repetition of headline/teaser for orientation: "I've come to the right place"
• Meaningful headlines and subheadings (at least one per screen page)
• Start the page with a summary (What is it about? What are the benefits?)
• Text sections with only one topic or sub-aspect each
• Main content in the first two paragraphs
• Short paragraphs are considered more intensively than longer ones (one paragraph, one train of thought, white space to separate the paragraphs)
• Enumerations with bullet points
• Never use justified text
• NEVER write IN CAPITAL LETTERS or in italics
• Bold keywords and place them at the beginning of paragraphs
• Short sentences
• One thought, one sentence

• Embedded links
  Disadvantage: disrupt the flow of reading in the text. The user asks himself the question: Read on or click?
  Therefore, do not place links too early in the text, but introduce the topic first, otherwise the user will leave (too) quickly.
• Links outside the text:
  Advantages: makes sense in terms of reading psychology, thoughtful selection of links, links can be moderated and commented on
  Disadvantage: links are no longer context-related

• one thought, one sentence
• Prefer active, name the "perpetrator"
• Avoiding wide sentence brackets and broken verbs
• Use common words, explain foreign words
• Avoid tapeworm words
• Human language instead of computer language

• Offer information in a comprehensible order
• Sentences must relate to each other in a meaningful way
• Clarify the train of thought with linking words
• Message pyramid (central information, supporting facts, interesting details, context & background)

• Delete filler words
• Avoid stretched verbs
• shorten superfluous adjectives
• shorten unnecessary details
• omit unnecessary temporal references

• stimulating words
• stimulating questions
• direct address
• inversion: changing parts of sentences for emphasis
• Use concrete examples
• Making numbers vivid

This is a note in case you need to mark up language markups manually at times. Screen readers and other assistive technologies have different language libraries for different languages. A German sentence spoken or read aloud with English pronunciation could become unintelligible.

Individual foreign language words also need to be marked up. When content authors mark the natural language changes in a document, language generators and Braille devices can automatically switch to the new language, making the document more accessible to multilingual users.

This is a note in case you use abbreviations and therefore need to mark them up!

Please use the <abbr> tag to make abbreviations and acronyms recognizable. Use the icon in the TinyMCE editor for this. The tag designates an enclosed text as an acronym or abbreviation. The tag is only supported by the newer generation of browsers and is simply ignored by most older browsers.

For example: Keyword accessibility according to <abbr title='Barrierefreie Informationstechnologie-Verordnung'>BITV</abbr>

If it is not possible to display the graphic (e.g. text browser), the text entered as alt text is displayed to the user instead of the image. If the image is also a link, the alternative text of the image is displayed instead of the image and the title of the link is displayed as the link text.

Make sure that you do not use any links on your pages whose destination does not (or no longer) exist. It is therefore best to link internally within the clinic as much as possible (not absolutely externally).

Do not use links in the main content where the target does not correspond to the announcement (alternative text, link itself).

Also make sure that the names of menu items correspond to the link target

1. Recording with video camera
2. Transfer video to computer (large data size)
3. Open video editing program
1. Adobe Premiere Pro
2. Camtasia
3. Movie Maker -> Windows
4. iVideo -> Macintosh
4. possibly cut video as desired
5. save as mp4, optimal size 800 x 600 px
6. if the video is still too large, edit it with a conversion program:
1. Any Video Converter
2. Miro Video Converter

People who are blind, visually impaired, deaf or hard of hearing require assistance to understand multimedia website content. Blind, visually impaired and people with motor impairments are also unable to find or hit the play button, for example. It must therefore be possible to play the video without a mouse, i.e. using only the keyboard.

For all these reasons, it is necessary to specially prepare videos on the hospital's website. This includes

• Subtitles
• Audio description
• Alternative control elements

Subtitles for videos are primarily aimed at the target group of deaf and hard of hearing people. Foreign-language viewers or viewers who watch the videos without sound or are in noisy surroundings also benefit. Subtitles describe acoustic elements in a video (e.g. spoken or sung words, the horn of a car or animal noises) and thus offer a legible alternative to sound. The aim is to be able to understand the content even without sound.

Audio description is aimed at the target group of blind and visually impaired people. It only describes what is visually contained in a video (e.g. facial expressions, gestures and appearance of the characters, descriptions of movements and the surroundings). The aim is to be able to imagine the visuals as well as the sound.

SlideShare or LinkedIn SlideShare is a file hosting service for sharing and archiving presentations, documents, PDFs, videos and webinars. Presentations can be uploaded in PowerPoint, PDF, Keynote and OpenOffice formats. Registration is required to use the service, which gives you a corresponding user account.

SlideShare has up to 60 million visitors per month.

Benefits of the clinic through SlideShare:

• Raise awareness: SlideShare is a large platform that allows you to make your company better known with your own presentations. Visual content, such as presentations, is usually more popular on social networks such as Facebook than pure text and is therefore liked, commented on and shared more often.
  Important: The logo or name of the company should be visible on the slides.
• Generate more website traffic: Viewers of a presentation arrive at the presentation themselves via social networks, Google or SlideShare. There are several ways to direct them to your own website: clickable links on the slides of the presentation (important: include links in meaningful places and lead to relevant content on the website) or a direct link in your own profile to your own website. In addition, each presentation can be publicized or integrated via hyperlinks provided on Facebook, Google+, LinkedIn, Pinterest, Twitter or in your own blog.
• Creation of new content: If you have written an interesting article, you can present this content in a SlideShare presentation. This makes it possible to condense a topic that is obviously in high demand and thus increase the added value for readers - and therefore for potential customers. No new content needs to be created, just repackaged. Conversely, a SlideShare presentation can also be conveniently integrated into an article with a similar topic using a simple embed code, thus loosening up the text, offering readers variety and providing them with additional information.
• Better ranking: SlideShare is rewarded by search engines such as Google with trust in the form of good rankings on the search results pages. It is therefore not uncommon for SlideShare presentations to be listed on Google before other articles on the same topic. In addition, the company behind the presentation is easier to find in search engines.
• Positioning as an expert: From the reader's point of view, a single presentation does not make you an expert in this field. However, the multiple treatment and processing of a specific topic makes it clear to the reader in which area your own expertise lies.
• Build trust: Smart slides, paired with concentrated knowledge, make it possible to build initial trust and lead new readers to your website and remain positively in their memory. The presentation is often the first impression the company makes.

• Abstracts / entire presentations from trade fairs, events, etc.
• Conversion of blog posts into presentations
• White papers and publications (also as teasers)
• Recording of current developments
• Redesign and preparation of studies