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Slides from the usability seminar delivered by Paul Rouke, Head of Usability at PRWD, and Chris Bush, UX Consultant at Sigma, looking at usability and user experience for web and mobile
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Usability,What’s the use? Paul Rouke
Head of Usability, PRWD
Christopher BushUX and Design Consultant, Sigma
About Sigma• The UK arm of a 1300 strong IT consulting group, Sigma AB• Publicly listed on the OMX Nordic - Stockholm • Global offices: Sweden, UK, USA, China, Ukraine and Hungary• Partnerships: Microsoft, IBM and Oracle
User experience design, implementation and consulting
• Web, mobile and application design and development
• CMS implementation(Umbraco, WordPress, EPiServer,)
• Copywriting, content creation and migration• Training in social media and
writing for the web
• User engagement: interviews, focus groups• Usability and accessibility testing • Requirements definition and solution
design (JAD)• Rapid prototyping for web and mobile• UI design and interface testing
Sigma Clients include
A specialist usability & conversion optimisation consultancy run by Paul Rouke
Provide services to help improve website conversion rates•Expert evaluations•Usability testing•Split and multi-variate testing•In-house consultancy•Training
About PRWD
PRWD clients include
What is usability?
Usability is a quality attribute that assesses how easy user interfaces are to use.
The word "usability" also refers to methods for improving ease-of-use during the design process.
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!
How can usability testing help you?
• Understand your users• Inform design• Eliminate problems & frustration• Improve customer service and profitability• Reach more people
How does a good experience improve the effectiveness of your site?
What they don’t do
• Stay still• Think that they know best• Ignore what their customers are saying• Presume their brand credibility means visitors will
automatically trust them as an online retailer.
“Our in house UX team spent weeks wireframing, designing, prototyping and
usability testing a whole raft of new features that our customers had told us
they wanted over the years”
James Hart, eCommerce Director @ ASOS
An example of what they do
What this approach has led to
• Truly one of the most usable and user friendly shopping baskets I’ve seen
• A superb example of what I always recommend retailers, irrespective of their size, should focus on… and this is…
Transparency
ASOS and their usable shopping basket
Waitrose
Turning the negative around
Mobile experiences
Mobile experiences
Mobile commerce
is a small but growingmarket
Mobile experiences
8% of shopperscompleted purchases
over Christmas 2010
survey of 10,000 shoppers by ForeSee Results, Jan 2011
Common uses of mobile
So what is everyone
doing?
Common uses of mobile
Location basedservices
Common uses of mobile
Small purchases&
Micro payments
Common uses of mobile
Product research &
reviews
Common uses of mobile
Product comparison
Amazon
Amazon
Simple UI
Amazon
Simple & predictable UI
Amazon
Focus on browsing
Core navigationat foot of page
Amazon
Amazon
Lots of supporting information
Case studies
Case studies
Lakeland
Project overview• A full e-commerce platform redevelopment• Integrating with best of breed web technologies
What they don’t do• Forget that its their customers that really matter
How PRWD helped• We delivered 2 rounds of moderated, lab based user testing
• Here are some of the key insights gained…
“It’s good information and a quick way of finding things. I
like it”
Mega menus make browsing easy
“Product grouping is good, and there's not too much of it, it's all there, not needing to scroll. I
prefer to click and go to another page than scroll so this
is good”
“If I'm looking for something that I've
never owned before, I love it if there are customer reviews”
“I like them, its better to hear off someone
who's already got one rather than the person who's selling
it”
“Customer reviews are good, if people are boring enough to write them, I wouldn't. I would definitely read for expensive items”
Users love rating & reviews
“I do expect to see videos now - they have them with clothes now. I wouldn't
have expected it in the past but you see it a lot more so for a new website
I'd definitely expect it and do find it really helpful”
“I like the video, it's giving me information that isn't
in the description”
Video demonstrations help the user
“Free postage over £50 is a good thing, it would make me buy more just to not pay the postage”
“Free delivery is a big plus, even if it's incorporated within the price – I’m happy for it to
be incorporated into the price”
Cost of delivery can be a deal breaker
More insights• The time I had with 9 women in 9 hours – (Google ‘9 women x 9 hours’)• 10 e-commerce best practice features – (Google ‘Lakeland best practice’)
Usability & web forms
Common sense principles you can follow:
• Keep them simple• Only ask for the minimum info required• People are busy, they don’t have time for big forms
Which form will visitors use most?
14% 86%
Which form do visitors use most?
What is the sales conversion rate?
What is the sales conversion rate?
17%
What is the sales conversion rate?
17% 55%
Lessons learnt
• Use existing customer knowledge to tailor your online experience
• Enquiry forms can be long• Enquiry forms can ask users to complete
multiple fields• Your enquiry form can help qualify prospects,
saving you time and money
Case studies
Brand Central
How Sigma helped• Product discovery and research exercises
• Large scale user engagement (remote and face-to-face)with a with users across AMER, EMEA, APAC and Greater China
• Two rounds of formal lab testing
• Creative, interaction design and solutioning work
• Development
• Product awareness video and training
Features sweet spot
Features sweet spot
Lessons learnt
• Always have a home button
• Language and terminology can be BIG blockers
• Make it easy…Interface elements should be recognisable and predictable
• Reduction of complex features can increase usage
Case studies
Brand Central feedback
"At last – everything a creative agency could possibly need for each
IHG brand, in one place and always up to date – genius!!!”
Hotcake marketing
Case studies
Brand Central feedback
"Brand Central has provided a quicker than average route
to market and excellent resource for our hotels,
enabling them to access new artwork designs which can be
harnessed for far reaching marketing activity that in
turn converts to commercial gain within our estate.”
Citizens Advice
Looking for advice
Looking for advice
http://cl.ly/2b3r3E3N2G2v1S0C2519
http://cl.ly/1Z2u3s420F0b3C0h0t1D
Usability for lead generation
Original version
Impact Vs Content?
Test version A
Which test won?
Original v Test version A - RESULTS
+ 9%
Which test won?
Test version A – What and why?
• Make the required and optional information more obvious
• Remove the back button to encourage completion
Which test won?
Use button size, style and colour to focus the user and increase conversions
Buttons, don’t you just love ‘em!
Test version A
Which test won?
Test version B
Which test won?
How do Ultralase do this?
Who
What
Why
Lets do it
How do Ultralase do this?
Test version A v Test version B - RESULTS
+ 66%
Which test won?
• Answering potential questions encourages conversions
• Branding can be replaced with useful user information
• Information can help to turn off poorer quality prospects
• Think - who > what > why > lets do it
Lessons Learnt
The use of usability…
Understand users Inform design
Eliminate problems
Improve service & profitability
Reach more people
Thank you. Questions?
Office:0161 228 0585
Email:paulrouke @ prwd.co.uk
Web:http://www.prwd.co.uk
PRWD22 Lever StreetManchesterM1 1EA
Sigma PRWD
Office:01625 427718
Email:Hello @ wearesigma.com
Web:http://www.wearesigma.com
SigmaRopewalks, Newton streetMacclesfieldSK11 6QJ
Mobile:07739 745 126
@WeAreSigma @PRWD / @paulrouke
Usability articles, case studies, resources & best practice available here:
http://blog.prwd.co.uk/usability/UX101