AA's virtual directions prove confusing

Famous for its expertise in signs and maps, the association is not so helpful to those using its web services, writes CHRIS BARTON

I had cause to visit AA Galleria last week. It was a frustrating experience and a lesson in how not to design a web site.

Needing to find some motel accommodation in Dunedin, I immediately thought of the AA Accommodation Guides, but my booklets were not handy so I headed for the web.

My first mistake was going to aagalleria.co.nz instead of aaguides.co.nz.

The site had received some press when it launched last year and it had somehow stuck in my memory.

I knew it was a shopping site, but figured there would be an easy link there to the Guides. After all, I was shopping for accommodation.

I looked first at the navigation panel on the left. The AA Galleria concept is a multilevel shopping mall, so there's an escalator icon for level one labelled "the Mall", followed by "Auto Fair" on two, "Gourmet and Wine" on three and so on.

To the right of the navigation panel is a cacophony of blinking garish brand logos laid out as a building floor plan, like a galleria I guess.

Signs competing with signs - like a page filled with nothing but banner ads. Besides threatening to bring on a migraine the overall effect is bewilderment. Not great for finding what you are looking for.

As for the AA Guides - they were nowhere to be seen. In desperation I clicked on "News and Entertainment." That took me to a links including AA Events and Activities Guides and the AA's own site.

Perhaps there I could find my way? My third click and I think I'm on the right track with a prominent "AA Tourism" button.

Click again and there is a list. I opt for "AA Tourism Destinations".

A dead end. Back a screen and pick "AA Tourism Host Accommodation".

I'm still lost. But hidden among the text I find: "To search our listings of available accommodation of all types click here."

Bingo. It has taken five clicks not counting my wrong turn. A simple link to one of the AA's most well known services should not be this hard.

Surely it can't have been designed this badly on purpose?

Back on the home page I look again. Among the screaming signs I spot the "Information Booth" - just like the one you would get in a real shopping mall. Bad luck again - just stuff about AA Galleria.

I scan the jumble once more - "AA Mega Centre". Click, and I'm on another floor plan with a reception area and office desks - "Driving Lessons", "House and Content Insurance", yes there it is - "Accommodation Guides and Sightseeing" beside a nice couch. Click three and I'm on www.nz-travelguide.co.nz. Another click on "Where to Stay" and the site becomes www.aaguides.co.nz/accom. Four clicks when it really should be one.

The navigation is lousy and inconsistent on all three sites but AA Galleria is the worst.

The floor plan concept really doesn't work for web navigation.

Online shopping is different from real-world shopping and wandering aimlessly among a mass of advertising signs is something most online shoppers want to avoid.

But to be fair to the AA, there are many parts of their sites that work well. The AA Guides search engine, once you get there, is very good.

But a better designed "Detailed search" page should be the immediate starting point.

My only gripe is the search engine should have a category for number of bedrooms. But just about very other amenity - TV, spa, barbecue, clothes dryer, etc - is there.

There is a nifty "Book it Now" check box that brings up all the properties with real time booking. Excellent.

There is also an AA members-only (with discounts) link to the fine Budget Rentals site but again getting there is a problem.

From AA Guides I clicked "Rentals and Transport" That took me to a region map. Under Dunedin, Budget Rentals was nowhere to be found. Back at the AA site (www.nzaa.co.nz/cg/MainMenu) I got nowhere clicking on "Everything About Cars" so I tried "Touring and Travel" which nicely cascades to "Car Rentals".

But then I had to scroll through fine print to find: "We can help you with car rentals through Budget. Just click here." Worked like a dream.

But the roundabout and conflicting means of getting anywhere on the AA's three sites - and the inconsistent linking between them - shows the organisation has a long way to go in giving e-directions.

AA Galleria

aaguides.co.nz

New Zealand Travel Guide

AA Guides/accomodation


* Tell me your experiences with bad New Zealand website design. chris_barton@nzherald.co.nz