Given at UXPA-DC's User Focus Conference, Oct. 19, 2012
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1. style me prettyimpactful first impressions Sarah Weise,
[email protected] Linna Ferguson, [email protected] User
Focus 2012 Booz | Allen | Hamilton
2. Youve got 1/20 of a second. Flip through the next few slides
as quick as you can spend less than a second on each! Booz | Allen
| Hamilton
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11. At first glance, what did you notice?What you notice What
you dont Photos Content People Navigation Colors Interaction Layout
Ads Feelings Booz | Allen | Hamilton
12. Emotions, not reason,drive online behavior.
13. youve got 1/20 of a second. make it count. If people
believe a website looks good, then this positive quality will
spread to other areas, such as the websites content. Since people
like to be right, they will continue to use the website that made a
good first impression, as this will further confirm that their
initial decision was a good one. Dr. Lindgaard, Carleton
University, describing her 2006 research on the halo effect
14. How to make first impressions count 1. Impactful Images 2.
Visual Simplicity Booz | Allen | Hamilton
15. Not just for designers Why are photos never really
discussed in UX terms?! - James Chudley UX analysts are taught to
build vanilla wireframes, and test paper prototypes without
considering images. But images are crucial to first impressions
(and impact whether a customer even stays on your site at all to
become a conversion). They should not be left until the last
minute. They should be part of initial analysis, and carefully
selected to suit the target audience.Source:
http://www.slideshare.net/cxpartners/how-to-use-photos-to-improve-the-user-experience
Booz | Allen | Hamilton
16. What do you notice firsthere? Despite the noise, youwill
most likely focus on Bob What do you see?Marleys face. Booz | Allen
| Hamilton
17. Impactful ImagesWe spend more time on sites with people and
faces. Booz | Allen | Hamilton
18. Impactful Images Emotion + Reason = I want one!You see how
the gorilla pod is will capture treasured moments of you and your
loved ones (emotional brain). You see how it hooks to things so it
is functional (rational brain).The content compliments the emotion
of the image, but you probably didnt even read it. The images are
far more important than the content for a first impression. Booz |
Allen | Hamilton
19. How would you do this on a government site? Booz | Allen |
Hamilton
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21. Take a moment to flip between the previousslide and this
oneOne image makes a huge difference!While the previous slide shows
a site thatseems clean and customer-focused, this siteappears
disorganized and organization-centric. Booz | Allen | Hamilton
22. Impactful Images We follow faces and gazes.Source:
usableworld.com.au Booz | Allen | Hamilton
23. Do you find yourself looking at Obamas face?Yes, especially
his eyes! But wait thats not the point of this site. Booz | Allen |
Hamilton
24. Here your eye moves from Romneys face to the faces of
yourFacebook friends who you recognize. It draws you into the sign
up area and encourages you to share your email and zip to get
started. Booz | Allen | Hamilton
25. Some more things to consider Can your audience relate? This
photo may be successful at influencing those with children. But
those without children looked at it and said This doesnt seem like
a site for me. Use photos that speak to key target audience groups.
These people dont look real. Stock photos are not always your
friend. Gimmicky stock photos of unrealistic people with huge grins
actually decrease your sites credibility. 3-2-1 Action!Action
photos are most persuasive. They allow the user to imagine herself
doing whatever is going on in the picture. Notice how the person is
gazing and pointing his body towards the text as well. Booz | Allen
| Hamilton
26. What feelingscome to mind?Does this site seemvery credible?
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27. Oh yes, Governmentsites are guilty ofclutter and poor
firstimpressions too! Booz | Allen | Hamilton
28. Take the old USAJobs.govfor example.The main task is
completelyobscured. It looks like ahoarder designed it. Booz |
Allen | Hamilton
29. Visual Simplicity White space is your friend.The main task
is now simplypresented, and surroundedby white space. It is
nowclear what you can do onthis site now! Booz | Allen |
Hamilton
30. Visual Simplicity It doesnt have to be white. Booz | Allen
| Hamilton
31. How to simplifyGroup Hide Displace Remove
32. The human brain can holdapproximately 4 groups
ofinformation in short-termmemory at a time.Too many groupings on
awebsite place a memory loadburden on the customer itliterally
makes a customersbrain hurt! Booz | Allen | Hamilton
33. The revised layoutsignificantly reducescontent groupings
onthe homepage, whichactually increasesmemory retention. Booz |
Allen | Hamilton
34. Visual SimplicityHide items so users dont become
overwhelmed.
35. So what did we learn?People are wired to find human faces
and gazes. Use impactful images Dont wait to choose the right image
Point gazes at text to encourage customers to readCustomers like
white space and clean designs, and dontrespond well to clutter at
first glance. Reduce the number of groups Create visual simplicity
Apply targeted layouts Booz | Allen | Hamilton
36. Youve got 1/20 of a second. Booz | Allen | Hamilton
37. make it count. Linna Ferguson and Sarah Weise are members
of the User ExperienceLinna Ferguson703.585.7268 Team at Booz Allen
Hamilton. For a combined 20 years, they [email protected]
helped clients increase site traffic, prevent drop-offs, and boost
sales by enhancing user experience. @vafoodscaper Their experience
extends to government, non-profit, and e-commerce websites and
applications. A snapshot of their Booz Allen Hamilton clients
includes U.S. Army, Coast Guard, Veterans Affairs, FederalSarah
Weise Bureau of Investigation, Environmental Protection Agency,
and301.346.0308 Washington Performing Arts
[email protected] @weisesarah Over the past 4 years,
Linna and Sarah have presented at UPA conferences in Portland,
Munich, and DC. Booz | Allen | Hamilton