Precedent #usabilityfail seminar part one
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ºÝºÝߣs from part one of #usabilityfail: stop wasting your marketing budget on bad usability. Seminar presented in Perth, Western Australia November 2011
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Precedent #usabilityfail seminar part one
- 1. UsabilityFail Stop wasting your marketing budget on bad usability Mark Sherwin & Dan Baker
- 8. User experience It starts by being useful... Desirability Functionally people must Usability be able to use it... Utility The way it looks must be pleasing... ¡°Is the product useful to me¡± ¡°I can easily use it¡± The overall experience ¡°I like the way it looks and feels¡± ¡°I like the product¡± Executing well on all of these areas creates a positive user experience. Research and testing is need for each.
- 9. Common Sense Fail iTunes Legal Agreement: g. Blah blah blah... You also agree that you will not use these products for blah blah blah... the development, design, manufacture, or production of nuclear, missiles, or chemical or biological weapons.
- 10. More than two thirds of companies (68%) recognise a strong link between long-term business performance and customer experience. Econsultancy Multichannel Customer Experience Report, 2010 http://econsultancy.com/uk/reports/multichannel-customer-experience-report
- 11. Quick straw poll: Hands up if you have a digital marketing budget
- 12. Quick straw poll: Keep your hands up if you also have a usability or user experience budget
- 13. Quick straw poll: Keep your hands up if your usability budget is the same or more than your digital marketing budget
- 14. ¨D Search Engine Optimisation ¨D Pay Per Click advertising ¨D Referrals from groomed sites ¨D Engaging Social Media ¨D Integrated offline marketing
- 15. ...and it¡¯s a utter waste if they walk away
- 17. Increasing spend 100% may deliver 5000 users, but only add 100 enquiries Optimising the journey by an additional 2% will add 100 new enquiries
- 19. ¡®Begin with the end in mind¡¯
- 20. Business objective Goal KPI 1 2 3
- 21. Business objective Goal KPI 1 2 3 More new members Complete registrations Grow level of membership in the organisation Retain current members Complete renewals we Raise profile of Become synonymous Increase in inward links organisation with our central issue Increase commercial More service sales Increase in qualified revenue enquiries
- 22. 37% 100%
- 23. $80k $1m
- 24. intangibles
- 29. Spend 10% = Improve 83% Jakob Nielsen
- 30. ...so how do we do it?
- 33. Using journeys to inform activities
- 35. You are not your users. Neither is your boss. ? What do your users want to do? ? What do you want them to do? ? What barriers do your users face?
- 38. Persona 4: Alumni ¡°I keep an eye on upcoming events and research my old friends at the University are doing. News feeds are important as I¡¯m a busy man¡± Dr Alan Mackintosh, GP, 40 Key tasks Web usage ? Alan is a busy man with little free time between work and family life. He subscribes to updates from alumni relations Access to other information platforms and the events section of the site to keep up to date with new information Use of your website ? He keeps an eye on upcoming events and lectures, trying to find time to attend one or two a year Strength of relationship with you ? He finds and keeps in touch with other alumni though the website and especially enjoys reunions when they are arranged Alan is a GP, living in Hertford, Herts, with his wife Alana and ? Research is another important area , keeping him up to their two small children; Isla 9, and Hamish 7. Alana is date in his own area of expertise. Some old friends from his pregnant, so there will soon be yet another addition to the student days are now work at the University, and he is family. After Alan graduated his first job was in Scotland, always interested in reading work they publish after which he moved to Cambridge for his GP training. His main interests are art history and photography, but he also You would like to promote enjoys bird watching, playing golf, art galleries, theatre, music ? Alumni benefits and networking events/opportunities and the pub - Alan is a big fan of real ale. He is not politically ? Upcoming events and seminars particularly alumni events active, but he supports the coalition government. and those related to medicine He accesses the internet both from his PC at work and at home using his laptop and his new iPad. Websites he visits are ? New research that¡¯s being carried out Flickr, the Independent, Amazon, eBay, Waitrose, Expedia, ? News feeds, so that Alan can subscribe Wikipedia and Art. His parents live in Edinburgh so he is still ? How, when and where alumni can donate to the University in touch with the area and the local community. He has an interest in distance learning.
- 42. Why usability fails 1. Lack of consistency 2. Lack of clear navigation to common goals 3. Lack of orientation in the process 4. Lack of error handling 5. A lack of clear closure 6. No easy reversal of actions 7. Lack of control / flexibility 8. Content is unclear and hard to read 9. Too much information / memory required to perform action Jakob Nielsen
- 45. Usability testing Watching people try to use what you¡¯re creating / designing / building (or something you¡¯ve already created / designed / built) with the intention of ¨C making it easier for people to use or ¨C proving that it is easy to use Steve Krug
- 46. Usability testing: scale and fidelity
- 47. The Micro-usability test 1. Define your audience and their goals 2. Create tasks that address those goals 3. Get the right people to test with 4. Watch them try and perform the tasks
- 48. The Micro-usability test A quiet space
- 49. The Micro-usability test: with stakeholders A quiet space Stakeholders in a different space
- 50. Check your unexpected bounce rates
- 51. Check your unexpected exit pages
- 52. so what does it cost? What does it cost?
- 54. now who¡¯s going to own this?
- 55. Attracting people to the site Marketing Making the IT Web Team Manage site site work Services / Products Delivering what people do on the site
- 56. Attracting people to the site Marketing Making the IT Usability Web Team Manage site site work Services / Products Delivering what people do on the site
- 57. business goals + user goals = positive UX Take the time to understand your business and customer needs ¨C Customer and stakeholder ¨C Experience vision workshops ¨C A/B testing ¨C Requirements gathering and ¨C Persona development analysis ¨C Scenarios and use cases ¨C Competitor analysis ¨C Mental models ¨C Analytics reviews ¨C Information architecture ¨C Ethnography and contextual development inquiry ¨C Prototyping ¨C Focus groups ¨C Usability testing ¨C Depth interviews ¨C Longitudinal studies ¨C Surveys
- 58. The golden rules 1. ignore the myths 2. consistency is king 3. content, content, content 4. focus on forms 5. mobile is a must 6. accessibility is relevant