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Limitations
• Time• Budget• Resources• Awareness
Cost savings
WebStrategy
WebTactics
WebRealization
WebControlling
4-Elements of Web Success
WebStrategy
WebTactics
WebRealization
WebControlling
4-Elements of Web Success
The Homepage…
… is the most important page on the whole website!
not
Take a look at the needs of your users!1
Noriaki Kano Model
satisfied
dissatisfied
done very well
done very poorlyor not at all PERFORMANCE NEEDS
BASIC NEEDS
EXCITEMENT NEEDS
Examples of customer needs
• Basic needs– contact information– price information
• Performance needs– find information fast– see pictures of products / house gallery
• Excitement needs– View his own house with a new roof on it
Throw away unimportant content!2
Unimportant content
20% of your content drives 80% of your business (Pareto)
Remove unimportant words, sentences and pages.
Navigation: Less is more?
Experiment von Sheena Iyengar
Less attention (40%)
more sales (30%)!
More attention (60%)but less sales (3%)!!
What is your mission statement?3
Mission Statements
Make at least quick and dirty usability tests.4
Our most important use cases
• Customer looking for a product– Product description– Technical details
• Customer looking for a price!• Customer looking for dealers who sell our
products
Paper prototyping & paper testing
• Print out your web design• Ask them to fulfill serveral tasks– Make a circle around the logo– Where would you click for contact information– Make a circle around the search engine
• Talk with your users!– What is your impression of the site?– What do you think is the site about?– What would you do if…?
Think aloud method / Observation
Think aloud method
• Set up a scenario• Per test user exactly one use case• Per use case 4 to 5 test users• Simply document what the users do and say• Use tools for screen capture• Talk with the user afterwards• Discuss findings in the project group
For example: usertesting.com
Train your colleagues and delegate responsibilities.5
How to ensure that the ownership of the findings belongs to the responsible colleagues?
What we did to get people involved
• Guidelines we developed: – How-to write web texts– How-to make quick and dirty usability tests– How-to optimize the navigation
• Get whole team to watch videos from usability testing
• Inform management of results
Our top findings
• Consumers are looking for prices (Needs)– But: as producer we do not show prices on our website
quotation system• Consumer couldn‘t find products on our corporate
website (Usability test)– New link strategy between our corporate website and
country websites• It took to long that users found our contact
information (Usability test)– Wrong naming
?Don‘t make me think!
Volker Grünauer, [email protected]
