2 talks – first examines issues of trust building online and how it requires a new paradigm for corpcommsSecond looks more closely on how this paradigm shift will impact financial services and what specific actions you can take to be ahead of the curve
User experienceIt starts by being useful... DesirabilityFunctionally people must Usabilitybe able to use it... UtilityThe way it looks must bepleasing... “Is the product useful to me” “I can easily use it”The overall experience “I like the way it looks and feels” “I like the product”Executing well on all of these areas creates a positive user experience.Research and testing is needed for each.
More than two thirds of companies(68%) recognise a strong link betweenlong-term business performance andcustomer experience.Econsultancy Multichannel Customer Experience Report, 2010http://econsultancy.com/uk/reports/multichannel-customer-experience-report
Quick straw poll:Hands up if you have a digitalmarketing budget
Quick straw poll:Keep your hands up if you alsohave a usability or user experiencebudget
Quick straw poll:Keep your hands up if yourusability budget is the same ormore than your digital marketingbudget
― Pay Per Click paid advertising― Referrals from groomed sites― Engaging Social Media― Mobile sites & mobile apps developed― SEO Landing pages optimised
...and it’s a utterwaste if they failto convert
Is attracting people to the siteinherently more effective thanconverting people on the site?
ConversionsThe funnel isgetting fed but thewastage is high
Doubling Conversions = 3,455 extra visitors ---- or ----53 extra conversions
Put another way, do you want to:Increase non-converting (bad?) experience to 6,804 ---- or ---- Decrease the non-converting (bad?) experiences?
Why usability fails 1. Lack of consistency 2. Lack of clear navigation to common goals 3. Lack of orientation in the process 4. Lack of error handling 5. A lack of clear closure 6. No easy reversal of actions 7. Lack of control 8. Content is unclear and hard to read 9. Too much information/memory required to perform an action…Jakob Nielsen WHY?
Common Sense FailiTunes Legal Agreement:g. Blah blah blah...You also agree that you will not use these products for blah blahblah... the development, design, manufacture, or production ofnuclear, missiles, or chemical or biological weapons.
So... How big is the wastage?How can you measure it?
1. Use your analytics2. Use DIY usability methods
DIY usability methods― Brainstorm analytic findings― Heuristic evaluation [Good usability rules of thumb]― Conduct a [short] user survey― Ask your customer services― Track customer complaints (inc. on social media)― Ask a [non-technical] colleague to do a task― Assess site against your market/competitors― Check how your site works without CSS― Check what the experience is like on a mobile phone― REMEMBER: You are not “normal” – you know too much
1. Use your analytics2. Use DIY usability methods3. Commission a professional usability study
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UsabilityThe golden rules#PrecSemMark Russell and Darren Amer20 October 2011
The golden rules1. Users2. Interactions3. Accessibility4. Content5. Consistency6. Strategy
Persona 4: Alumni “I keep an eye on upcoming events and research my old friends at the University are doing. News feeds are important as I’m a busy man” Dr Alan Mackintosh, GP, 40 Key tasks Web usage • Alan is a busy man with little free time between work and family life. He subscribes to updates from alumni relations Access to other information platforms and the events section of the site to keep up to date with new information Use of your website • He keeps an eye on upcoming events and lectures, trying to find time to attend one or two a year Strength of relationship with you • He finds and keeps in touch with other alumni though the website and especially enjoys reunions when they are arranged Alan is a GP, living in Hertford, Herts, with his wife Alana and • Research is another important area , keeping him up to their two small children; Isla 9, and Hamish 7. Alana is date in his own area of expertise. Some old friends from his pregnant, so there will soon be yet another addition to the student days are now work at the University, and he is family. After Alan graduated his first job was in Scotland, always interested in reading work they publish after which he moved to Cambridge for his GP training. His main interests are art history and photography, but he also You would like to promote enjoys bird watching, playing golf, art galleries, theatre, music • Alumni benefits and networking events/opportunities and the pub - Alan is a big fan of real ale. He is not politically • Upcoming events and seminars particularly alumni events active, but he supports the coalition government. and those related to medicine He accesses the internet both from his PC at work and at home using his laptop and his new iPad. Websites he visits are • New research that’s being carried out Flickr, the Independent, Amazon, eBay, Waitrose, Expedia, • News feeds, so that Alan can subscribe Wikipedia and Art. His parents live in Edinburgh so he is still • How, when and where alumni can donate to the University in touch with the area and the local community. He has an interest in distance learning.
Forms and errors• Labelling with explanations where required• Mark mandatory fields clearly• If it’s not required, why ask for it?• Let the computer handle errors• Validate inline• Informative error messages• Clear calls to action• Surrounding visual elements can support or impair different aspects of user behaviour.
Culture, Language and UX ! The Arabic Palestinian Abu Karim Muhammad al-Jamil ibn Nidal ibn Abdulaziz al- Filistini Son of Abdulaziz Father of Muhammad The beautiful Son of Nidal Karim (Given name)
To the Tedious point waffle The 3 most common Writing for the web web writing mistakes can be a dauntingare: ignoring the needs process for a lot of of your people. You’ll notice audiences, taking too the same three long to make a mistakes tend crop up point, and using too time and time again. much text.
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HeadingsPage summary Information the user must haveHighlighted content for your page to be successful What you can doMain content Additional helpful informationDeeper content In-depth &Links to further reading detailed Bin
Business objective Goal KPI1 2 3 Increase customers Monthly sales/revenue Sell subscription packages for entertainment and Increase interest in Monthly unique visits communications products and services we Build good will with Provide news and be an Number of returning existing customers information resource visit Effective marketing Build a CRM Number of registrations
Remember the golden rules!1. Users2. Interactions3. Accessibility4. Content5. Consistency6. Strategy