Experience This!




                                     © confidential / w.illi.am/ July 28, 2010
Usability - Your Secre...
Usability - Your Secret ROI Weapon
Tara O’Doherty, VP Strategy & User
Experience, todoherty@w.illi.am




                ...
Today’s Session


In Canada, unlike the US, most companies have yet to take advantage of known
and proven methods that can...
Put your users in the mix...




             Most Profitable!
         Consumer-Centric Model


                         ...
The Must-Do’s – for all digital experiences!



Usage Scenarios

Wireframes (with best practices)

Cognitive Walkthroughs
...
Usage Scenarios




6




    © confidential / w.illi.am/ July 28, 2010
7




    © confidential / w.illi.am/ July 28, 2010
Wireframes




8




    © confidential / w.illi.am/ July 28, 2010
Wireframes




9




    © confidential / w.illi.am/ July 28, 2010
Wireframes




10




     © confidential / w.illi.am/ July 28, 2010
Cognitive Walkthroughs


The cognitive walkthrough is a technique for evaluating the design of a user
interface, with spec...
Iterative User Validations


Iterative testing simply means testing that is repeated,
or iterated, multiple times.
Iterati...
Self-service


Integrate click-to-chat
Add in quick-start guides
Instructional Video Modules
Contextual FAQs




         ...
Your Checklist to Success

Long Term ESS Recommendations/ Purolator




                                           © confi...
Your Checklist




15




     © confidential / w.illi.am/ July 28, 2010
Your Checklist




16




     © confidential / w.illi.am/ July 28, 2010
Your Checklist




17




     © confidential / w.illi.am/ July 28, 2010
Your Checklist




18




     © confidential / w.illi.am/ July 28, 2010
Your Checklist




19




     © confidential / w.illi.am/ July 28, 2010
Your Checklist


If you write it.....they may come – but have no idea what is going on!

    In the US, the average adult ...
Your Checklist


1. Concise: People who visit your website aren‘t looking to read a novel.
To-the-point writing makes it 5...
Your Checklist


3. Objective: Unfortunately, credibility is hard to come by on the web. So
how do you earn your readers‘ ...
Your Checklist


   5. Searchable: Search engines constantly scour the web for them. They
   add them to their indexes.

 ...
Your Checklist




24




     © confidential / w.illi.am/ July 28, 2010
25




     © confidential / w.illi.am/ July 28, 2010
26




     © confidential / w.illi.am/ July 28, 2010
Thank you for joining us!




© confidential / w.illi.am/ July 28, 2010
Facebook Contest!
www.facebook.com/artezinteractive




                                    © confidential / w.illi.am/ Ju...
Digital strategies for the charitable sector




More info & registration at: www.artez.com
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Artez Webinar Slide: Usability ROI presentation

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In Canada, unlike the US, most companies have yet to take advantage of knownand proven methods that can increase digital ROI almost overnight. Take a few minutesout of your day to learn firsthand how Tara O'Doherty works with Tier 1 clients to raisetheir profit, productivity, and brand perception through a holistic user experience approachto digital. In this webinar you will learn the latest web and mobile usability techniques to:Optimize your web & mobile lifecycle by introducing user-centric methodsConvert visitors conversion by enlisting proven usability best practicesDrive retention and online customer self-serviceAnd - to make your life easier - you'll leave with a checklist that you canshare with your team!

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Artez Webinar Slide: Usability ROI presentation

  1. 1. Experience This! © confidential / w.illi.am/ July 28, 2010 Usability - Your Secret ROI Weapon
  2. 2. Usability - Your Secret ROI Weapon Tara O’Doherty, VP Strategy & User Experience, todoherty@w.illi.am © confidential / w.illi.am/ July 28, 2010 2010 © confidentiel / w.illi.am/ July 28,
  3. 3. Today’s Session In Canada, unlike the US, most companies have yet to take advantage of known and proven methods that can increase digital ROI almost over night. In this webinar you will learn the latest web and mobile usability techniques to: Optimize your web & mobile lifecycle by introducing user-centric methods Convert visitors conversion by enlisting proven usability best practices Drive retention and online customer self-service © confidential / w.illi.am/ July 28, 2010 3
  4. 4. Put your users in the mix... Most Profitable! Consumer-Centric Model Our Old Model [The safe mistake Zone] © confidential / w.illi.am/ July 28, 2010 4
  5. 5. The Must-Do’s – for all digital experiences! Usage Scenarios Wireframes (with best practices) Cognitive Walkthroughs Iterative User Validation Integrate Self-Service Strategies © confidential / w.illi.am/ July 28, 2010 5
  6. 6. Usage Scenarios 6 © confidential / w.illi.am/ July 28, 2010
  7. 7. 7 © confidential / w.illi.am/ July 28, 2010
  8. 8. Wireframes 8 © confidential / w.illi.am/ July 28, 2010
  9. 9. Wireframes 9 © confidential / w.illi.am/ July 28, 2010
  10. 10. Wireframes 10 © confidential / w.illi.am/ July 28, 2010
  11. 11. Cognitive Walkthroughs The cognitive walkthrough is a technique for evaluating the design of a user interface, with special attention to how well the interface supports "exploratory learning," i.e., first-time use without formal training. The evaluation can be performed by the system's designers in the early stages of design, before empirical user testing is possible. © confidential / w.illi.am/ July 28, 2010 11
  12. 12. Iterative User Validations Iterative testing simply means testing that is repeated, or iterated, multiple times. Iterative usability testing matters because the ultimate goal of all usability work is to improve usability, not to catalogue problems. A single usability test - particularly if no action is taken based on its findings - can only tell you how successful or unsuccessful you were in creating ease of use. To improve upon what you already have, recommendations based on the usability test's findings must be incorporated into a revision of the product. Once this has been done, it's advisable to test the product © confidential / w.illi.am/ July 28, 2010 again to make sure that no additional usability flaws were incorporated with the fixes to the previously found glitches. Set your goals in advance > Task success rate? Satisfaction rate? 12
  13. 13. Self-service Integrate click-to-chat Add in quick-start guides Instructional Video Modules Contextual FAQs © confidential / w.illi.am/ July 28, 2010 13
  14. 14. Your Checklist to Success Long Term ESS Recommendations/ Purolator © confidential / w.illi.am/ July 28, 2010
  15. 15. Your Checklist 15 © confidential / w.illi.am/ July 28, 2010
  16. 16. Your Checklist 16 © confidential / w.illi.am/ July 28, 2010
  17. 17. Your Checklist 17 © confidential / w.illi.am/ July 28, 2010
  18. 18. Your Checklist 18 © confidential / w.illi.am/ July 28, 2010
  19. 19. Your Checklist 19 © confidential / w.illi.am/ July 28, 2010
  20. 20. Your Checklist If you write it.....they may come – but have no idea what is going on! In the US, the average adult reads at an eighth grade level. Nearly half the population has low literacy. According to usability guru Jakob Nielsen, 30 percent of web users have low literacy and that number will reach 40 percent by 2010. And while you might worry that "dumbing down" will turn off higher literacy users, this doesn't appear to be the case. Rather, studies show that tailoring pages to low-literacy users improves all users' ability to find correct information faster, and to feel more satisfied with their experience. © confidential / w.illi.am/ July 28, 2010 20
  21. 21. Your Checklist 1. Concise: People who visit your website aren‘t looking to read a novel. To-the-point writing makes it 58 percent easier for your readers to fulfill their tasks—whether they're absorbing information or making a purchase. Here‘s how to do it: Cut it short Keep it simple Stay focused 2.Scannable: Scannable copy is 47 percent more usable (Morkesand Nielsen, 1997) because it helps your readers quickly find what they‘re seeking. Scan these tips to make it happen: © confidential / w.illi.am/ July 28, 2010 Decorate key words Use subheads Create lists Write inverted pyramids 21
  22. 22. Your Checklist 3. Objective: Unfortunately, credibility is hard to come by on the web. So how do you earn your readers‘ trust? Be believable and balanced Provide proof Solve problems 4. Personable: By reaching out with more personal writing, you‘ll more effectively make a connection and encourage action. Here‘s how to get started: Know your reader Create a conversation © confidential / w.illi.am/ July 28, 2010 Choose punch over grammar 22
  23. 23. Your Checklist 5. Searchable: Search engines constantly scour the web for them. They add them to their indexes. Then, when someone punches those words into a search box, they suggest relevant pages. Readers click to those pages and expect to see the words they‘re seeking. Here‘s how to start satisfying both search engines and readers: Write what they search Add keywords Showcase relevance © confidential / w.illi.am/ July 28, 2010 23
  24. 24. Your Checklist 24 © confidential / w.illi.am/ July 28, 2010
  25. 25. 25 © confidential / w.illi.am/ July 28, 2010
  26. 26. 26 © confidential / w.illi.am/ July 28, 2010
  27. 27. Thank you for joining us! © confidential / w.illi.am/ July 28, 2010
  28. 28. Facebook Contest! www.facebook.com/artezinteractive © confidential / w.illi.am/ July 28, 2010
  29. 29. Digital strategies for the charitable sector More info & registration at: www.artez.com
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