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Essential Techniques for Designing Delightful Web Sites
Christine Perfetti, Acquia Twitter: @cperfetti
What makes a delightful design?
What is a delightful design?
What makes a delightful design?Emotional connection: Gives users great pleasure and joy
Delivers value and benefit: Accomplishes users’ goals and goes beyond their basic expectations
• What it’s not:
• A magic bullet
• Bells and whistles
• Sizzle or sexiness
What goes wrong?
It’s not about the big idea
The best products and designs aren’t created by one brilliant person or team
Success comes from:Understand what users want to accomplish
Identify the pain points
Stumble and constructively fail
Measure, learn, and iterate
Essential Techniques for Designing Delightful Web Sites
Focus on techniques and tricks
Methodology! Process! Techniques! Tricks!
Test early and often
Traditional usability tests
A usability test involves putting your users in front
of your product and observing what they do
Not enough time
No resources and staff
No money No buy-in from management
Unsure where to start
Testing is too scientific
The Excuses
Running a test sessionGreet the user
Introduce user to observers
Explain to user how the test will work
Give the user tasks to complete and observe problems they experience
General Q&A
Debrief with observers
Start testing anywhere
Test quickly
Quick and dirty technique for measuring content pages
Takes less than 10 minutes to run
Measures if content pages quickly convey their purpose
Trick: 5 second test
You want to post pictures online from your last vacation
You are concerned that the upload process will be difficult
How confident are you that you can upload photos quickly and easily?
Sharing Your Pictures Online
You want to post pictures online from your last vacation
You are concerned that the upload process will be difficult
How confident are you that you can upload photos quickly and easily?
Sharing Your Pictures Online
You want to post pictures online from your last vacation
You are concerned that the upload process will be difficult
How confident are you that you can upload photos quickly and easily?
Sharing Your Pictures Online
Not for the home page
Research Question
How do we measure the success of
the home page?
Trick: First Click Test
Useful method to assess where users first click on your site’s home or entry page
Provide users with a specific task to complete when they arrive at the site
By observing where users first click, it’s a clear indicator whether they’ll eventually be successful
Start with the problem, not the solution
Understand your users’ pain points
Visit users in their natural environment
Visit users in their natural environment
A field study is the best technique for gathering information about users’ goals, needs, desires, and motivations
What we learn
User frustration and problems
How technology fits into users’ life
Understanding of users’ goals and most important tasks
Discovery starts with field studies
Understanding of work environment
Tasks that users haven’t talked about
Pain points and user frustration“Cheat sheets”
Evidence of technology that isn’t working for the user
What to look for
Understand the user workflow and frustration
It’s about the experience, not the features
Observe your users’ workflow in a realistic way
Identify the frustration and pain points
Tackle the problem areas
Don’t redesign everything all at onceChunk the work
Focus on the user’s journey
The 7-11 Milk Experiment
Mirrors the 7-11 Milk Experiment
Closely approximately a realistic scenario
Allows us to assess the usability of our designs and identify the pain points
Compelled Shopping Study
The Journey Map
Back button
Pogosticking
Search
3 signs of failure
Involve all members of the development team
Someone on the product team didn’t know something they should have known
If they had known, they would have designed the product differently
Anyone who has information that can inform design decisions should be involved
The cause of all usability problems
Product management
Engineering
UX
Who should be on the product team?
Marketing
Support
Legal
Sales
Generate multiple concepts and ideas
Two-day collaborative workshop with key representation from Engineering, Marketing, Product, UX, Customer Support, Sales
Present problem to tackle
Teams design in short time boxes
Present concepts
Critique
Iterate: Lather, rinse, repeat
Design Studio
Measure and learn early
“We’re building a what with what?”Heather O’Neill, Above the Fold
http://www.abovethefolddesign.com/blog/2010/08/24/from-paper-to-prototype/
Tests can happen early
• Paper prototype tests typically happen during the first two weeks of development and involves all team members
• Design is in flux
• Development team needs to try ideas and get feedback quickly
• All team members can participate in the study
• Allows design teams to go through multiple design iterations in a week
Building a paper prototype
• The paper prototype consists of:
• A “screen” (large cardboard or paper rectangle)
• Separate pieces of paper for each screen state, drop-down menu, or pop-up
• One team member silently simulates the behavior of the computer by placing pieces of paper in front of the user
Paper Prototyping by Carolyn Snyder
Measure and learn regularly:
URTH & SURF
Hire the right people
Communication is a core competency
“The most important baseline skill for any position is communication. We want you to be able to explain what you mean; we want you to be articulate. If you don’t have excellent
communication skills it’s going to be very frustrating for you and for other people.”
Phil Libin, CEO, Evernote
Team player
Collaborative
Listen to others’ constraints
Receptive to feedback
Immersed in user research
Understands the problem
What we look for