Jared Spool - Opening Plenary

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  • Jared Spool - Opening Plenary

    1. 1. Presentation TitleJared M. Spool (@jmspool) User Interface Engineering
    2. 2. - One -The Blank
    3. 3. Observation: Blank Searches in Logs
    4. 4. Inference #1: User presses return when entering username
    5. 5. Inference #1: User presses return when entering usernameInference #2: User clicks Search button without query
    6. 6. Inference #1: User presses return when entering usernameInference #2: User clicks Search button without queryInference #3: Log file isn’t recording search term
    7. 7. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign OnInference #2: User clicks Search button without queryInference #3: Log file isn’t recording search term
    8. 8. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign OnInference #2: User clicks Search button without query Opinion: The user doesn’t understand the query boxInference #3: Log file isn’t recording search term
    9. 9. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign OnInference #2: User clicks Search button without query Opinion: The user doesn’t understand the query box Opinion: The user thinks Search will get expanded optionsInference #3: Log file isn’t recording search term
    10. 10. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign OnInference #2: User clicks Search button without query Opinion: The user doesn’t understand the query box Opinion: The user thinks Search will get expanded optionsInference #3: Log file isn’t recording search term Opinion: Bug in the log system
    11. 11. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign On Recommendation: Change focus to Sign OnInference #2: User clicks Search button without query Opinion: The user doesn’t understand the query box Opinion: The user thinks Search will get expanded optionsInference #3: Log file isn’t recording search term Opinion: Bug in the log system
    12. 12. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign On Recommendation: Change focus to Sign OnInference #2: User clicks Search button without query Opinion: The user doesn’t understand the query box Recommendation: Change design of query box Opinion: The user thinks Search will get expanded optionsInference #3: Log file isn’t recording search term Opinion: Bug in the log system
    13. 13. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign On Recommendation: Change focus to Sign OnInference #2: User clicks Search button without query Opinion: The user doesn’t understand the query box Recommendation: Change design of query box Opinion: The user thinks Search will get expanded options Recommendation: Add advanced Search capabilityInference #3: Log file isn’t recording search term Opinion: Bug in the log system
    14. 14. Inference #1: User presses return when entering username Opinion: The focus is on Search instead of Sign On Recommendation: Change focus to Sign OnInference #2: User clicks Search button without query Opinion: The user doesn’t understand the query box Recommendation: Change design of query box Opinion: The user thinks Search will get expanded options Recommendation: Add advanced Search capabilityInference #3: Log file isn’t recording search term Opinion: Bug in the log system Recommendation: Fix bug
    15. 15. - Two -Abandonment
    16. 16. Initial DesignShopping Cart Abandonment: 65%
    17. 17. Initial DesignShopping Cart Abandonment: 65% After Security UpgradeShopping Cart Abandonment: 65%
    18. 18. Initial DesignShopping Cart Abandonment: 65% After Security UpgradeShopping Cart Abandonment: 65% After Messaging ChangesShopping Cart Abandonment: 65%
    19. 19. - Interlude -The Path to Decision
    20. 20. Design Decision
    21. 21. Design Decision Observation
    22. 22. Design Decision Observation
    23. 23. Design Decision Inference Observation
    24. 24. Design DecisionOpinion/Theory Inference Observation
    25. 25. Design DecisionRecommendationOpinion/Theory Inference Observation
    26. 26. Design DecisionRecommendationOpinion/Theory Inference Observation
    27. 27. Design DecisionRecommendationOpinion/Theory Inference Observation
    28. 28. Making Solid Inferences Team needs to carefully consider alternatives Brainstorm on techniques for eliminating possibilities Schedule subsequent research quickly Use fast iterations to reduce risk
    29. 29. - Three - The TrueExperience
    30. 30. Netraker-based Compelled Shopping Study Study
    31. 31. Netraker-based Compelled Shopping Study Study Find assigned product:1 min 18 sec
    32. 32. Netraker-based Compelled Shopping Study Study Find assigned product:1 min 18 sec Find dream product:1 min 42 sec
    33. 33. Netraker-based Compelled Shopping Study Study Find assigned product:1 min 18 sec Find desired product: Find dream product: 18m1 min 42 sec
    34. 34. - One -Analytics
    35. 35. Presentation Summary
    36. 36. More Info from UserInterface Engineering Jared M. Spool User Interface Engineering www.uie.com @jmspool • jspool@uie.com
    37. 37. More Info from UserInterface Engineering Newsletter: UIEtips (FREE) Jared M. Spool User Interface Engineering www.uie.com @jmspool • jspool@uie.com
    38. 38. More Info from UserInterface Engineering Newsletter: UIEtips (FREE) UIE Virtual Seminars Jared M. Spool User Interface Engineering www.uie.com @jmspool • jspool@uie.com

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