Recommendation 4.2.13:
Put the most important information or most common answer first or last
Benefits Users
Visual | Cognitive | Physical
Relevant W3C Guidance
Phase 1: Gather & Organize
User Research
- Determine the most common answer(s) to a question. Is there data from the current way of accomplishing this task in a database that you can query? Can the customer service representatives that perform this task offer insights on common responses to the question? Ask users to rank the most common or important answer in a set. After initial launch of the chatbot, collect data on response frequency and change the order if needed.
Phase 2: Design & Implement
Tip
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When conveying a lot of information, start with a “bottom line up-front” approach of summarizing the key information in one sentence, then use the next few sentences to add more critical details, then provide the broadest necessary context after that.
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If the most important information or common choice is first, allow the user to “interrupt” the list by selecting that option, as with an automated phone menu
Examples
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Start with the core information: “You’ll have your tax return in three weeks.”
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Offer evidence that backs up or supports the core information: “Your forms were received on date, and you requested direct deposit to the checking account ending in 1357.”
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Share context to help the user understand how accurate the information is: “Tax return times are not guaranteed, but current turnaround times are 2-3 weeks for simple tax returns with no errors.”
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Give the user steps to take, if needed: “If you believe your tax return is late, contact this phone number or this email”
Phase 3: Test & Evaluate
Self Check
- Is the most common answer first or last?
Testing
- Record each user’s choice for a question. Is the most common choice the one you have recorded first or last?