Precedent #usabilityfail seminar part one


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Slides from part one of #usabilityfail: stop wasting your marketing budget on bad usability.

Seminar presented in Perth, Western Australia November 2011

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Precedent #usabilityfail seminar part one

  1. 1. UsabilityFailStop wasting your marketingbudget on bad usabilityMark Sherwin & Dan Baker
  2. 2. @PrecedentComms#PrecSem#UsabilityFail
  3. 3. 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 need for each.
  4. 4. 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 productionof nuclear, missiles, or chemical or biological weapons.
  5. 5. More than two thirds of companies(68%) recognise a strong link betweenlong-term business performance andcustomer experience.Econsultancy Multichannel Customer Experience Report, 2010
  6. 6. Quick straw poll:Hands up if you have a digitalmarketing budget
  7. 7. Quick straw poll:Keep your hands up if you also have ausability or user experience budget
  8. 8. Quick straw poll:Keep your hands up if your usabilitybudget is the same or more than yourdigital marketing budget
  9. 9. ― Search Engine Optimisation― Pay Per Click advertising― Referrals from groomed sites― Engaging Social Media― Integrated offline marketing
  10. 10. ...and it’s a utter wasteif they walk away
  11. 11. Increasing spend 100% may deliver5000 users, but only add 100 enquiriesOptimising the journey by an additional 2% will add 100 new enquiries
  12. 12. tangible benefits
  13. 13. ‘Begin with the end in mind’
  14. 14. Business objective Goal KPI1 2 3
  15. 15. Business objective Goal KPI1 2 3 More new members Complete registrations Grow level of membership in the organisation Retain current members Complete renewals we Raise profile of Become synonymous Increase in inward links organisation with our central issue Increase commercial More service sales Increase in qualified revenue enquiries
  16. 16. 37%100%
  17. 17. $80k$1m
  18. 18. intangibles
  19. 19. Spend 10% = Improve 83%Jakob Nielsen
  20. 20. how do we do it?
  21. 21. set the direction
  22. 22. Using journeys to inform activities
  23. 23. understanding your users
  24. 24. You are not your users.Neither is your boss.• What do your users want to do?• What do you want them to do?• What barriers do your users face?
  25. 25. 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.
  26. 26. why usability fails
  27. 27. 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 / flexibility 8. Content is unclear and hard to read 9. Too much information / memory required to perform actionJakob Nielsen
  28. 28. User-centred design process
  29. 29. Usability testingWatching people try to use what you’recreating / designing / building(or something you’ve already created / designed / built)with the intention of– making it easier for people to use or– proving that it is easy to use Steve Krug
  30. 30. Usability testing: scale and fidelity
  31. 31. The Micro-usability test 1. Define your audience and their goals 2. Create tasks that address those goals 3. Get the right people to test with 4. Watch them try and perform the tasks
  32. 32. The Micro-usability test A quiet space
  33. 33. The Micro-usability test:with stakeholders A quiet space Stakeholders in a different space
  34. 34. Check your unexpected bounce rates
  35. 35. Check your unexpected exit pages
  36. 36. so what does it cost?What does it cost?
  37. 37. now who’s going to own this?
  38. 38. Attracting people to the site MarketingMaking the IT Web Team Manage sitesite work Services / Products Delivering what people do on the site
  39. 39. Attracting people to the site MarketingMaking the IT Usability Web Team Manage sitesite work Services / Products Delivering what people do on the site
  40. 40. business goals + user goals = positive UXTake the time to understand your business and customer needs – Customer and stakeholder – Experience vision workshops – A/B testing – Requirements gathering and – Persona development analysis – Scenarios and use cases – Competitor analysis – Mental models – Analytics reviews – Information architecture – Ethnography and contextual development inquiry – Prototyping – Focus groups – Usability testing – Depth interviews – Longitudinal studies – Surveys
  41. 41. The golden rules1. ignore the myths2. consistency is king3. content, content, content4. focus on forms5. mobile is a must6. accessibility is relevant