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Paul Rouke from PRWD introduces you to usability and user experience, and provides you with a range of insights, tips and best practice that can be used when working on web projects.The presentation slides cover key site areas such as homepages, landing pages and enquiry pages.The twitter hashtag is #UX101
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#UX101
Usability and User Experience 101
by Paul RoukeHead of Usability at PRWD
20th February 2010 @ MMU
Twitter Hashtag#UX101
#UX101
7 years experience focused on:
– improving ‘visitor >> purchaser’ conversion rates
– increasing average order values
– improving number of returning visitors
– converting offline shoppers to online shoppers
• The UK’s leading online and home shopping retailer• Annual sales of around £1.5 billion• Around 5 million customers
My backgroundJoined the very 1st e-commerce team in 1999 in design and usability role
#UX101
The Leading North West Usability and User Experience Consultancy
Provide services to help improve the performance of websites
•Usability testing•Expert evaluations•User-centered design•Usability training•Consultancy
Who is PRWD?
#UX101
PRWD Clients IncludePRWD clients include…
#UX101
Effectiveness – Can they reach their goalsfind what they are looking fordo what they want to do?
Efficiency – How fastnumber of errorsamount of effortnumber of steps?
Satisfaction – Was it a good/bad experience? Do it again? Recommend to others?
“The effectiveness, efficiency and satisfaction with which specified users achieve specified goals in particular environments”
ISO 13407 – User Centred Design Process for Interactive Systems
What is Usability and User Experience?What is usability and user experience?
#UX101
The good news
A more ‘usable’ website means you’ll get more bang for your marketing buck
• Google Adwords
• Search Engine Optimisation
• Social Media
• Email Marketing
• Affiliate Advertising
#UX101
#UX101 objective
Provide breathing space
#UX101
Characteristics of bad/poor websites
Tweet
#UX101 bad .......................
#UX101
Benefits of improving website usability
Tweet
#UX101 benefit .......................
#UX101
Still the most important page on your site • 49.7% of customers land on the home page of websites (DoubleClick)• It is the best place for you to outline your value proposition and show
what is within your website
5 main questions your homepage should answer• What site / company is this?• What do they have here?• What can I do here (what does the site offer)?• Where do I start?• Why should I be here – and not somewhere else?
Homepages
#UX10121st October 2010 Paul Rouke - Head of Usability at PRWD| 11
Clear primary navigation
Prominant link to primary tool
High visibility of useful information
Clearly defined structure for key services
Prominent calls to action
#UX101
#UX101 objective
Use free tools to test different ideas
#UX101
Consider answering these questions• Do we make our proposition clear? (especially useful for testing
new visitors)• Do our USP's have enough prominence amongst other elements
of the page?• Are visitors encouraged to click on our primary call to action?
(useful if your site currently has one primary objective and product to promote)
• Are we appropriately promoting our primary services that are the most profitable for our business?
More information on this approach can be seen on my Econsultancy article:http://econsultancy.com/blog/4512-take-five-seconds-to-test-your-call-to-action-and-usp
Homepages – First ImpressionsHomepages
#UX101
Clear primary navigation
Clear proposition
Prominent call to action
Credibility enhancement
Visual stimulus
#UX101| 15
Clear primary navigation
Clear proposition
Prominent call to action
Credibility enhancement
Visual stimulus
#UX101
Clear primary navigation
Clear proposition
Prominent call to action
Credibility enhancement
Visual stimulus
#UX101
TIP – don’t hide your USP’s
For micro businesses and SME’s, quickly establishing your USP’s & credibility is vital to compete with well known competitors
#UX101
Case study – don’t hide your USP’s
#UX101
Case study – don’t hide your USP’s
#UX101
Case study – don’t hide your USP’s
#UX101
#UX101 objective
Don’t hide your unique selling points
#UX101
2 main types • Existing internal pages of your website• Bespoke pages designed specifically for a marketing campaign
The same usability principles apply as with homepages• Make it clear what site / company this is• Outline the proposition• Make it clear what visitors should do next• Establish credibility with customer quotes or testimonials• Provide one primary call to action
Think who > what > why > lets do it
Landing pages
#UX101
Landing pages – bespoke
#UX101
#UX101 objective
Encourage visitors to enquire/purchase
#UX101
Landing pages – bespoke
Who
What
Why
Lets do it
#UX101
#UX101 objective
Ensure your primary call to action is clear
#UX101
Landing pages – existing internal pages
#UX101
5 main objectives of an existing landing page• Make it clear what site / company this is• Outline the proposition• Make it clear where visitors are within your website• Make content easy to scan• Provide one primary call to action
Landing pages – existing internal pages
#UX101
#UX101 objective
Answer the question – where am I?
#UX101
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243
1 Prominent page title 2 Clarity of where you are 3 Simple, clean interface 4 Headings tailored to primary visitor requirements 5 Use of white space and formatting to aid scanability 6 Clear call to action and related options7 Cross selling to related products and services8 Option to use alternative communication to help answer visitor questions and concerns
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57
8
Landing pages – existing internal pages
#UX101
#UX101 objective
Help visitors decide “where should I go next?”
#UX101
2 main types • Enquiry• Buy
Conversions
#UX101
Form Primary and Secondary ActionsFocussing the visitor on what you want
Use button size, style and colour to focus the user and increase conversions
#UX101
#UX101
#UX101
Online enquiry forms
Key ‘Principles’ we are taught
Keep them simple
Only ask for the minimum info required
People are busy, they don’t have time for big forms
#UX101
Which form will visitors most use?
#UX101
Which form do visitors most use?
14% 86%
#UX101
How well do these enquiries convert into sales?
#UX101
How well do these enquiries convert into sales?
17%
#UX101
How well do these enquiries convert into sales?
17% 55%
#UX101
• They can be long
• They can be complex
• They can give the visitor many choices
TIP – be careful of enquiry form myths
#UX101
#UX101 objective
Don’t hide your contact details
#UX101
TIP - Tailor your enquiry forms
Make it easier for visitors to specify what they are interested in by providing options on your enquiry forms
#UX101
Which test won?
Original version
#UX101
Which test won?
Test version A
#UX101
Which test won?
Original v Test version A - RESULTS
+ 9%
#UX101
Which test won?
Test version A – What and why
1. Make the required and optional information more obvious2. Remove the back button to encourage completion
#UX101
Which test won?
Test version A
#UX101
Which test won?
Test version B
#UX101
#UX101 objective
Answer key visitor questions
#UX101
Which test won?
Test version A v Test version B - RESULTS
+ 66%
#UX101
Which test won?
Test version B – What and why?
1. Remove branding to focus the visitor on completing the form
2. Provide support information as to the 2 different options for getting a quote
3. Answer visitor questions to encourage more requests for quotes
#UX101
#UX101 objective
Remove dead ends
#UX101
We all know how important it is to be considerate of what people want…
especially when buying presents…
…look what can happen when we’re not!
#UX101
#UX101
#UX101
#UX101 objective
Watch other people use your website
#UX101
Getting an understanding of how other people use your website is one of the most enlightening experiences you can have
There are 3 type of user testing, suitable for all budgets:
User testing
Guerrilla Remote Moderated
#UX101
#UX101
What is guerilla user testing?
FREESimple Enlightening
Delivers actionable results
#UX101
#UX101 objective
Fall in love with web analytics
(esp Goals)
#UX101
#UX101
What is remote user testing?
CheapSimple Enlightening
Delivers actionable results
#UX101
Try it for FREE with a PRWD partner:
Visit http://whatusersdo.comUse promo code UX101
1st 50 get one FREE test
#UX101
What is moderated user testing?
In-depthComprehensive Important for larger brands
Delivers actionable results
#UX101
Moderated Testing in Manchester with MMU
> MMU are a PRWD partner> Fully featured testing lab> Suitable for websites, games and mobile
#UX101
#UX101
#UX101 objective
Don’t make people think
#UX101
#UX101
#UX101 takeouts
Good usability and user experience isn’t just for
the big boys
#UX101
#UX101 takeouts
If you don’t measure what you do, you don’t know if
its working
#UX101
#UX101 takeouts
There is no magic formula – you need to understand
what your users want
#UX101
Connect with me
http://uk.linkedin.com/in/paulrouke
Office:0161 228 0585
Mobile:07739 745 126
Email:paulrouke @ prwd.co.uk
Web:http://www.prwd.co.uk
PRWD22 Lever StreetManchesterM1 1EA
http://twitter.com/paulrouke
#UX101
Customer Acquisition
First Impression
Search for info or service
Act upon info or service
Slow page load
Poor look and feel
Confusing jargon, topic organisation
Inflexible search
Poor search results
Privacy & security concerns
Unreadable content
Clumsy site navigation
% o
f sit
e
vis
itors
100%
0%
Forms errors
Why we leave websites
#UX101
Thankyou for coming along to
“Usability & User Experience 101” by Paul Rouke
Slides, resources & best practice available here:
http://blog.prwd.co.uk/usability/UX101