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Precedent #usabilityfail seminar part two
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Precedent #usabilityfail seminar part two

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

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

Seminar presented in Perth, Western Australia November 2011

Published in: Technology, Economy & Finance

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  • 1. An introduction toPrecedent#PrecSem
  • 2. 80+ experts Hearty Home Cooking Cookbook strategy & research branding & communications user centred design development & hosting content & publishing
  • 3. 22 years experience quality stability loyalty results
  • 4. 5 locations Perth Melbourne London Edinburgh Cardiff
  • 5. 5 sectors finance education local and central government membership organisations third sector
  • 6. Find our Precedent group and follow us onon LinkedIn for a chance twitter.com/Precedentcommsto find out more about for Precedent news, seminarour seminars, network, info and general observationsshare ideas and quiz thePrecedent team onseminar issues and more! #PrecSem
  • 7. UsabilityThe golden rules#PrecSem
  • 8. The golden rules1. ignore the myths2. consistency is king3. content, content, content4. focus on forms5. mobile is a must6. accessibility is relevant
  • 9. 1. ignore the myths
  • 10. Myth #1People don’t scroll
  • 11. Myth #1People don’t scroll
  • 12. Myth #1People don’t scrollLength of the page has no influence in the likelihood that a user willscroll down the page. Source: Clicktales – ‘Unfolding the fold’
  • 13. Myth #1People don’t scrollLess content above the fold even encourages users to explore belowthe fold. Source: CX partners – ‘The myth of the page fold’
  • 14. Myth #1People don’t scroll
  • 15. Myth #1People don’t scroll
  • 16. Myth #1People don’t scroll
  • 17. Myth #1People don’t scroll
  • 18. Myth #2All pages should be accessible in 3 clicksThe satisfaction of users doesnt depend on the number of clicks.Source: Joshua Porter –’Testing the Three-click rule’
  • 19. Myth #2All pages should be accessible in 3 clicks‘ Users would rather have several links telling them they’re headed in the right direction at each step, than think through lengthy lists of links and hope they guess the right place.’ Jakob Nielsen and Hoa Loranger Source Prioritizing Web Usability
  • 20. Myth #2All pages should be accessible in 3 clicks
  • 21. Myth #2All pages should be accessible in 3 clicks Source: Getting Confidence from Lincoln ‘Jared M. Spool’
  • 22. Myth #2All pages should be accessible in 3 clicks
  • 23. Myth #2All pages should be accessible in 3 clicks
  • 24. Myth #2All pages should be accessible in 3 clicks
  • 25. Myth #2All pages should be accessible in 3 clicks
  • 26. Myth #2All pages should be accessible in 3 clicks
  • 27. Myth #2All pages should be accessible in 3 clicks
  • 28. Myth #3The homepage is your most important page2008 | 25% came via Home page2010 | 10% came via Home page Gerry McGovern Source: The decline of the home page
  • 29. Myth #3The homepage is your most important page Home Page Article Pages Amount of page views for specific time period Source: Joshua Porter – Prioritizing design time
  • 30. Myth #3The homepage is your most important page 2 templates = 57% of page views Home page = 9% of page views Page views by area of the site Source: Joshua Porter – Prioritizing design time
  • 31. 2. consistency is king
  • 32. Gently hold your user’s hand• Users learn from other sites• Visual and linguistic cues make a huge difference• Don’t make them think
  • 33. Open doorEnterGive name on reservationWait to be seatedSit downOrder drinksPut napkin on lapLook at menuDiscuss menuOrder mealTalkDrink waterEat salad or soupMeal arrivesEat foodFinish mealOrder dessertEat dessertAsk for a billBill arrivesPay billLeave tipGet coatLeave Bower, Black and Turner, 1979
  • 34. 3. content, content, content
  • 35. Chance of text being read = 1 Volume of text
  • 36. Contentvolume Time
  • 37. TediouswaffleThe badWriting for the webcan be a dauntingprocess for a lot ofpeople. You’ll noticethe same threemistakes tend crop uptime and time again.
  • 38. 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 audiences, people. You’ll notice taking too long to the same three make a point, and mistakes tend crop up using too much text. time and time again.
  • 39. Hours to readPage TitleThis is some text. This is some moretext. This is some text. This is somemore text. This is some text. This issome more text. This is some text. Thisis some more text. This is some text.This is some more text. This is sometext. This is some more text. This issome text. This is some more text. Thisis some text. This is some more text.This is some text. This is some moretext. This is some text. This is somemore text. This is some text. This issome more text. This is some text. Thisis some more text. This is some text.This is some more text. This is sometext. This is some more text. This issome text. This is some more text. Thisis some text.
  • 40. Hours to Easy to read readPage Title Page TitleThis is some text. This is some more This is some text. This is some moretext. This is some text. This is some text. This is some text. This is somemore text. This is some text. This is more text.some more text. This is some text. Thisis some more text. This is some text. SubheadingThis is some more text. This is some This is some text. This is some moretext. This is some more text. This is text. This is some text. This is somesome text. This is some more text. This more text.is some text. This is some more text.This is some text. This is some more Another subheadingtext. This is some text. This is some This is some text. This is some moremore text. This is some text. This is text. This is some text.some more text. This is some text. Thisis some more text. This is some text. Subheading the thirdThis is some more text. This is sometext. This is some more text. This is • List item 1some text. This is some more text. This • Another list itemis some text. • And one more
  • 41. 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
  • 42. 4. focus on forms
  • 43. 5. mobile is a MUST
  • 44. ContextLocationTimeHabitsPriorities
  • 45. 6. Accessibility is relevant
  • 46. “The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.”Tim Berners-LeeInventor of the World Wide Web and Director of the W3C
  • 47. WCAG 2.0 basic principlesPerceivableOperableUnderstandableRobust
  • 48. Are you compliant?http://www.w3.org/WAI/1. Check your alt tags2. Give your links meaningful labels, avoid ‘click here’3. Try disabling JavaScript4. Captions / transcripts for video and audio5. Logical content structure6. Explicitly associate form labels with input controls7. Don’t rely on colour alone to convey meaning8. Give data tables a summary or caption9. Avoid rapidly flashing content10.Ensure you can complete tasks using a keyboard
  • 49. National Transition Strategy Timeline for WA … Phase Summary of activities Phase 1 – Prepare Define scope To complete by 31 Dec 2011 Assess sites for conformance to WCAG 2.0 Prioritise Plan governance, resource, budget Phase 2 – Transition Put the capability in place To complete by 31 Dec 2012 - Training - Infrastructure - Risks and mitigation Phase 3 – Implementation Implement website and content changes To complete by 31 Dec 2013 Verify compliancehttp://www.publicsector.wa.gov.au/AgencyResponsibilities/Accessibility/Pages/Default.aspx
  • 50. The golden rules1. ignore the myths2. consistency is king3. content, content, content4. focus on forms5. mobile is a must6. accessibility is relevant
  • 51. Marketing + Usability = Results MARKETING USABILITYIncrease visits to to improve increase conversions conversions

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