The Five-Point Usability Checkup  Could your site pass the test? Jen Modarelli  Principal, B2B Strategist [email_address] ...
What we’ll cover today <ul><li>A little about White Horse </li></ul><ul><li>Expert reviews as an effective planning tool <...
<ul><li>5 IQ s </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
B2B Practice <ul><li>Formal B2B practice since 1994 </li></ul><ul><li>Top digital agencies for 7 years running </li></ul><...
Our User Experience Practice <ul><li>Started in 1999  </li></ul><ul><li>Recognized by Forrester as one of the top agencies...
<ul><li>B 2 B </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
What’s unique about B2B? <ul><li>An extended consideration and purchase cycle. </li></ul>© 2009 White Horse Productions, I...
Multiple customer types with varied needs <ul><li>The Economic Decision Maker </li></ul><ul><li>The Influencer/Technical E...
<ul><li>UX  4  B2B </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
<ul><li>A B2B site must address many different types of users with quite different needs … This complexity only strengthen...
Meet the right needs of the right customer type at the right time. © 2009 White Horse Productions, Inc. Content may not be...
What’s an Expert Review? <ul><li>Experts review sites from a customer perspective </li></ul><ul><li>Based on standard usab...
<ul><li> </li></ul>Rating Usability on B2B Sites The Good The Bad The Ugly © 2009 White Horse Productions, Inc. Content...
Five Key Usability Questions for B2B Web Sites <ul><li>Is your brand message communicated quickly, clearly and effectively...
Is your brand message communicated quickly, clearly and effectively? <ul><li>We look for: </li></ul><ul><li>Clear direct b...
Is your site nomenclature logical and easy to understand? <ul><li>What we look for: </li></ul><ul><li>Minimal “insider” ja...
Do users always know where they are on your Web site? <ul><li>What we look for: </li></ul><ul><li>A consistent navigationa...
Are distinctive task paths easy to identify for different customer types? <ul><li>We look for: </li></ul><ul><li>Site faci...
Are your calls to action easy to identify and act upon? <ul><li>What we’ll look for: </li></ul><ul><li>Clear calls to acti...
The Good © 2009 White Horse Productions, Inc. Content may not be reused without permission.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.  Usability Checkup Brand Message Site N...
<ul><li>Distinct Task Paths for  multiple User Types </li></ul><ul><li>IBM speaks directly with different customer types a...
<ul><li>Wayfinding </li></ul><ul><li>Important comments here </li></ul>© 2009 White Horse Productions, Inc. Content may no...
<ul><li>Wayfinding </li></ul><ul><li>Important comments here </li></ul>© 2009 White Horse Productions, Inc. Content may no...
<ul><li>Calls To Action </li></ul><ul><li>There are multiple calls to action, but how many are too many?  This presents th...
The Bad © 2009 White Horse Productions, Inc. Content may not be reused without permission.
<ul><li>Wayfinding </li></ul><ul><li>No indication in primary navigation about where user is in site. </li></ul><ul><li>La...
<ul><li>Wayfinding </li></ul><ul><li>Important comments here </li></ul>
<ul><li> </li></ul>The Ugly
 <ul><li>No Distinct Task Paths </li></ul><ul><li>No clear home page call to action for residential or commercial contr...
<ul><li>Wayfinding </li></ul><ul><li>No indication in primary navigation about where user is in site. </li></ul><ul><li>La...
Task Paths Although site appears to be geared to residential decision makers, examination of the Composites area reveals t...
<ul><li>Calls to Action </li></ul><ul><li>Distinct Task Paths </li></ul><ul><li>Found a backdoor entrance to  commercial s...
Five Key Usability Questions for B2B Web Sites <ul><li>Is your brand message communicated quickly, clearly and effectively...
Other methods White Horse uses to evaluate a site’s usability <ul><li>User Interviews </li></ul><ul><li>Surveys </li></ul>...
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Site Usability Smackdown Webinar

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It's no holds barred when three corporate Web sites step into the ring with our usability experts. Jen "The Business End" Modarelli and Rockin' Robin Stevens tag-team to dish out the pain for ROI gain. Warning: this deck features extreme acts of usability.

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  • By the time you’re done today, you’ll know the five important questions to get you started on evaluating your own site.
  • Notes: An extended customer consideration cycle Multiple customer stakeholders involved in decision Industry-specific verticals and spheres of influence Brand and product messaging goals are different depending on customer type and point in the consideration cycle “ Conversion” is not always as clearly defined as for consumer (particularly commerce) sites
  • Usability Issues documented in this report have been assigned a severity level. The priority assigned to an issue is based upon the negative impact it will likely have on user experience. Issues are assigned a priority if they meet one or more of the criteria listed within that level.  High Priority Users are likely to have extreme difficulty accomplishing the task. Users will likely experience a high level of confusion, frustration or annoyance. Users are likely to abandon the effort before achieving the task. The feature is highly visible ( many users access the feature), or the feature has low visibility, but is critical to the subset of users who rely on it.  Medium Priority Users are likely to have some difficulty accomplishing the task. Users may experience some confusion. The task will take more time than expected.  Low Priority Users are able to accomplish the task. Confusion is absent or minimal. The task may involve additional steps that may not be necessary, and/or may negatively impact users&apos; brand perceptions (typos, inconsistencies, etc.). The feature has minimal visibility and is less critical to users.
  • Your home page is your most important online brand vehicle. It’s the place people come for reinforcement of perceptions developed elsewhere and to gauge the depth of your commitment and your quality.
  • Most of us work in industries that develop their own specialized languages … we become so comfortable with our specialized language, it becomes no longer specialized to us. -- Jared Spool, User Interface Engineers
  • Users don’t just want good content; they want it to be easy to find and use. -- Megan Burns, Forrester Research
  • There are three general types of B2B roles —decision-makers, influencers, and users — and you need to design online experiences toward all three.
  • What to improve your conversion? First you have to see your site from your visitors perspective.
  • The good: http://www.ibm.com/us/en/                   -primary nav drop-downs are un-navigable creating frustration for the user and higher risk of site abandonment                 -good use of consistent tertiary-level templates and breadcrumbing (which is needed in this content-rich site)                 -Ability to self-segment to the nth-degree though you need to know what you’re looking for.                  -Volume of content is overwhelming and may drive customers to interact with customer support/sales rather than navigate the site for themselves; to support this IBM provides consistent Contact box at top of right channel on all secondary+ pages.                 -Clear and useful search results page that includes cross-promotion of potentially related services and functions
  • Blue Cross Blue Shield What’s blue finder How does business buy a plan? The bad: http://www.bcbs.com/                   -Use of BCBS and Blue is awkward and not how users refer to the company; use of uncommon acronyms and buzzwords weakens overall branding. -Too many CTAs and oversized visual treatment of headers prevents any indication of clear task path and what BCBS offers.                 -Primary nav is so subtle compared to rest of site that it fades away and not clear that there is any real depth to the site.                 -A lot of text in small sizes creates blocky pages that keeps site from communicating value of offerings.                 -Tertiary level pages finally include consistent left nav providing context for sections and the information each provides, allowing identification of primary nav bar (because distracting/competing graphics are removed) and right-channel communicates some value (though rt channel content doesn’t change based on section/content of page).
  • Owens Corning Energy Efficiency The ugly: http://www.owenscorning.com/ Well, immediately the pink and the pink panther image are off-putting.  It makes the site seem childish and I believe it doesn’t speak to the customer base.  While insulation is indeed pink, I think that branding can be done in a more effective manner with product images, improved navigation paths into distinct product areas, etc, rather than the pink text. Awkward and disorienting that most primary nav links launch a new window. Too many different page treatments across the site’s primary navigation sections; no cohesiveness across the site. A lot of corporate info is broken out into unique primary nav sections; duplicate content that could be combined to allow focus on the primary product categories. Utility nav placed awkwardly near the bottom left of pages; inconsistent inclusion of utility nav on pages Transition into secondary-level pages is awkward and often takes users to yet another landing page                   Good things:  -Some interesting ideas for treatments related to worldwide locations and finding/selecting sites in native languages. -Nice start at a segmentation tool on Building materials landing page, though its usefulness is not quite clear as only the flash piece changes -Potentially useful assortment of calculators and finders, though not optimally placed -Other than the PINK, use of white space and visual treatment (font, color palette, module treatment) could easily be reused to create a professional site.
  • Site Usability Smackdown Webinar

    1. 2. The Five-Point Usability Checkup Could your site pass the test? Jen Modarelli Principal, B2B Strategist [email_address] Robin Stevens Director, User Experience [email_address] © 2009 White Horse Productions, Inc. Content may not be reused without permission.
    2. 3. What we’ll cover today <ul><li>A little about White Horse </li></ul><ul><li>Expert reviews as an effective planning tool </li></ul><ul><li>Key user experience concerns for B2B web sites </li></ul><ul><li>The five questions that get an evaluation started </li></ul><ul><li>Live site examples: Checkups 1, 2 & 3 </li></ul><ul><li>Your takeaway: </li></ul><ul><ul><li>White Horse One Sheet to get you started thinking about your own site </li></ul></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    3. 4. <ul><li>5 IQ s </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    4. 5. B2B Practice <ul><li>Formal B2B practice since 1994 </li></ul><ul><li>Top digital agencies for 7 years running </li></ul><ul><li>Our customers include: </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    5. 6. Our User Experience Practice <ul><li>Started in 1999 </li></ul><ul><li>Recognized by Forrester as one of the top agencies in the country for persona led design. </li></ul><ul><li>Our team members represent decades of experience from a wide range of backgrounds including: </li></ul><ul><ul><li>Agency side - Client side </li></ul></ul><ul><ul><li>Usability - Statistical analysis </li></ul></ul><ul><ul><li>Research methods - Computer Human Interaction </li></ul></ul><ul><ul><li>Product management - Technical communications </li></ul></ul>Robin Stevens Craig Schommer Anne DeRidder Olivia C. Williamson Jennifer Blomquist The Director The Analyst The Rationalist The Ethnographer The Technician © 2009 White Horse Productions, Inc. Content may not be reused without permission.
    6. 7. <ul><li>B 2 B </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    7. 8. What’s unique about B2B? <ul><li>An extended consideration and purchase cycle. </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    8. 9. Multiple customer types with varied needs <ul><li>The Economic Decision Maker </li></ul><ul><li>The Influencer/Technical Evaluator </li></ul><ul><li>The Product User (multiple types?) </li></ul><ul><li>The Purchasing Agent </li></ul><ul><li>The Media/Analyst/Investor </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    9. 10. <ul><li>UX 4 B2B </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    10. 11. <ul><li>A B2B site must address many different types of users with quite different needs … This complexity only strengthens the argument for B2B sites to emphasize usability in their design. </li></ul><ul><li>* Jakob Nielsen </li></ul><ul><li>http://www.useit.com/alertbox/b2b.html </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    11. 12. Meet the right needs of the right customer type at the right time. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
    12. 13. What’s an Expert Review? <ul><li>Experts review sites from a customer perspective </li></ul><ul><li>Based on standard usability principles and best practices </li></ul><ul><li>Quickly pinpoints major problems in the information architecture, visual and interaction design </li></ul><ul><li>Can be brief, high-level snapshots or diagnostic tools </li></ul><ul><li>Standard engagements include design solutions balance business objectives with customer goals </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    13. 14. <ul><li> </li></ul>Rating Usability on B2B Sites The Good The Bad The Ugly © 2009 White Horse Productions, Inc. Content may not be reused without permission.
    14. 15. Five Key Usability Questions for B2B Web Sites <ul><li>Is your brand message communicated quickly, clearly and effectively? </li></ul><ul><li>Is your site nomenclature logical and easy to understand? </li></ul><ul><li>Do users always know where they are on your Web site? </li></ul><ul><li>Are distinctive task paths easy to identify for different customer types? </li></ul><ul><li>Are your calls to action easy to identify and act upon? </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    15. 16. Is your brand message communicated quickly, clearly and effectively? <ul><li>We look for: </li></ul><ul><li>Clear direct brand message and content to support it </li></ul><ul><li>Clear representation of products and their value </li></ul><ul><li>A user experience that mirrors market size and ambition </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    16. 17. Is your site nomenclature logical and easy to understand? <ul><li>What we look for: </li></ul><ul><li>Minimal “insider” jargon </li></ul><ul><li>Logical category and subcategory naming and groupings </li></ul><ul><li>Labels, URLs and file names that reflect customer language </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    17. 18. Do users always know where they are on your Web site? <ul><li>What we look for: </li></ul><ul><li>A consistent navigational structure </li></ul><ul><li>Way-finding clues </li></ul><ul><li>Content that is optimized for the Web </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    18. 19. Are distinctive task paths easy to identify for different customer types? <ul><li>We look for: </li></ul><ul><li>Site facilitates effective progressive disclosure of information </li></ul><ul><li>Clear information cues and paths for distinct customer types </li></ul><ul><li>Site supports extended consideration cycle </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    19. 20. Are your calls to action easy to identify and act upon? <ul><li>What we’ll look for: </li></ul><ul><li>Clear calls to action, with necessary supporting text </li></ul><ul><li>Easily identifiable buttons and links </li></ul><ul><li>Best practices on forms and signups </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    20. 21. The Good © 2009 White Horse Productions, Inc. Content may not be reused without permission.
    21. 22. © 2009 White Horse Productions, Inc. Content may not be reused without permission. Usability Checkup Brand Message Site Nomenclature Distinct Task Paths Site Wayfinding Calls to Action
    22. 23. <ul><li>Distinct Task Paths for multiple User Types </li></ul><ul><li>IBM speaks directly with different customer types and is unafraid to highlight important research, tools and analysis that speak directly to customer needs </li></ul><ul><li>This example is a rich media entry to the CIO persona-based portal, which showcases information of value to solely for the CIO. </li></ul><ul><li>IBM follows suit for business partners, developers, vertical specific users and secondary personas like journalists and job seekers. </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    23. 24. <ul><li>Wayfinding </li></ul><ul><li>Important comments here </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    24. 25. <ul><li>Wayfinding </li></ul><ul><li>Important comments here </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    25. 26. <ul><li>Calls To Action </li></ul><ul><li>There are multiple calls to action, but how many are too many? This presents the users with a multitude of choices and will likely suppress conversion. </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    26. 27. The Bad © 2009 White Horse Productions, Inc. Content may not be reused without permission.
    27. 28. <ul><li>Wayfinding </li></ul><ul><li>No indication in primary navigation about where user is in site. </li></ul><ul><li>Label at top right is in unconventional spot </li></ul><ul><li>Page Title is “Insulation, Roofing, Basement Finishing and Acoustic Systems for the Home”, but scanning the page doesn’t add up to the same message. </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission. Usability Checkup Brand Message Site Nomenclature Distinct Task Paths Site Wayfinding Calls to Action
    28. 29. <ul><li>Wayfinding </li></ul><ul><li>Important comments here </li></ul>
    29. 30. <ul><li> </li></ul>The Ugly
    30. 31.  <ul><li>No Distinct Task Paths </li></ul><ul><li>No clear home page call to action for residential or commercial contractors </li></ul><ul><li>Appears to target residential decision makers only, although inside pages support other user types </li></ul>  © 2009 White Horse Productions, Inc. Content may not be reused without permission. Usability Checkup Brand Message Site Nomenclature Distinct Task Paths Site Wayfinding Calls to Action
    31. 32. <ul><li>Wayfinding </li></ul><ul><li>No indication in primary navigation about where user is in site. </li></ul><ul><li>Label at top right is in unconventional spot </li></ul><ul><li>Page Title is “Insulation, Roofing, Basement Finishing and Acoustic Systems for the Home”, but scanning the page doesn’t add up to the same message. </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    32. 33. Task Paths Although site appears to be geared to residential decision makers, examination of the Composites area reveals this overview of end-use markets – definitely geared towards the B2B user. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
    33. 34. <ul><li>Calls to Action </li></ul><ul><li>Distinct Task Paths </li></ul><ul><li>Found a backdoor entrance to commercial site </li></ul><ul><li>Note new navigational options and no evidence of where user is in site hierarchy </li></ul><ul><li>Top right label area is now used to mark a new site </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    34. 35. Five Key Usability Questions for B2B Web Sites <ul><li>Is your brand message communicated quickly, clearly and effectively? </li></ul><ul><li>Is your site nomenclature logical and easy to understand? </li></ul><ul><li>Do users always know where they are on your Web site? </li></ul><ul><li>Are distinctive task paths easy to identify for different customer types? </li></ul><ul><li>Are your calls to action easy to identify and act upon? </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    35. 36. Other methods White Horse uses to evaluate a site’s usability <ul><li>User Interviews </li></ul><ul><li>Surveys </li></ul><ul><li>Listening Labs </li></ul><ul><ul><li>observe users in structured setting </li></ul></ul><ul><li>Web Traffic Analysis </li></ul><ul><li>Peer and Competitor Benchmarking </li></ul><ul><li>Persona and Scenario Development </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
    36. 37. Questions? Jen Modarelli Principal, B2B Strategist [email_address] Robin Stevens Director, User Experience [email_address] © 2009 White Horse Productions, Inc. Content may not be reused without permission. www.w h itehorse.com | Follow us on Twitter | White Horse Blog
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