Case for UI Consistency

I presented at a Technology Symposium last week on the importance and value of consistency of User Interfaces (UI). It came as no surprise the number of engineers whom shared my conviction that the availability of consistent UI standards and guidelines are critical to the ease and success of their projects. But if we look at the bigger picture, it really feeds into and goes beyond this to a greater good, if you will...the good of the company! Good consistent UI and design is important for a number of reasons, not the least of which is the usability of a company's web properties. It serves to improve the usability of a web site or application given that a consistent user experience facilitates ease of use as users move from one site or application to another. It eliminates the need for users to re-learn how to use one site over another within the same family of sites; otherwise, you run the risk of losing them altogether.

UI consistency also promotes web credibility. If a company's web sites are consistent across the board, it builds credibility and engenders trusts with users. It gives the appearance to customers, partners, and investors alike that the company has its act together, that they are organized, and that they can be relied upon. UI consistency also yields an ROI as a consistent UI facilitates business and ultimately, has a positive effect on the bottom line of a company. And, it reinforces the company's brand as the user experience online is attributable to the brand. A good experience builds good brand associations; a not-so-good experience lends itself to poor brand associations.