AEGON: Aggravating animation

An automated picture element in the navigation bar is an annoyance.

The Site

AEGON, a Netherlands-based insurance and pensions group, has a picture element in its main navigation bar that changes automatically on roll over.

AEGON’s main navigation bar stretches horizontally across all pages and consists of two elements: a line of five section headings and, below it, an image strip. Rolling the cursor over a section heading triggers a set of changes. The section menu immediately expands below the heading while the picture refreshes itself with a section-specific image and a short homily is superimposed on part of the image; for example, Investor Relations says “AEGON values the relationship with investors” and Press room states “Pro-active communication is core”.

However, the refreshment of the image element in the bar is independent of the section heading. A simple intrusion of the cursor in any part the image activates a change in accordance with the section heading that sits above that part of the bar. The main bar itself is positioned beneath a site-wide set of utility links (which includes Glossary, Sitemap, E-mail alert, Privacy statement and Contact) and the search panel.

The Takeaway

AEGON’s attempt to enliven its site with a shot of navigation-linked animation has been allowed to take on a life of its own and like some Frankensteinian creation runs wild at the slightest provocation. Presumably the intention is to show that the terms ‘dynamic’; and ‘pensions and insurance provider’ are not mutually exclusive but the way the Flash-powered feature is handled suggests that the focus on ‘pro-active communication’ has left user-friendliness out in the cold.

Whether or not you have an unsteady hand it doesn’t take much to stray into the image bar if, for example, you are aiming for the breadcrumb trail that sits underneath it. And anyone wanting to use the search or utilities has to cross the roll-over minefield unless or until they learn to circle round it by going off-page. The least AEGON should do to minimise the potential for annoyance and aggravation is restrict the picture-change trigger to the section headings, ideally replacing roll-over activation with a click to remove any chance of users who are heading for search or contacts being ambushed along the way.

First published on 19 February, 2008