An introduction toPrecedent#PrecSem
80+ experts   Hearty Home Cooking Cookbook                       strategy & research               branding & communicatio...
22 years     experience        quality       stability        loyalty         results
5 locations  Perth        Melbourne           London        Edinburgh           Cardiff
5 sectors               finance                      education  local and central government     membership organisations ...
Find our Precedent group   and follow us onon LinkedIn for a chance   twitter.com/Precedentcommsto find out more about    ...
UsabilityThe golden rules#PrecSem
The golden rules1.   ignore the myths2.   consistency is king3.   content, content, content4.   focus on forms5.   mobile ...
1. ignore the myths
Myth #1People don’t scroll
Myth #1People don’t scroll
Myth #1People don’t scrollLength of the page has no influence in the likelihood that a user willscroll down the page. Sour...
Myth #1People don’t scrollLess content above the fold even encourages users to explore belowthe fold. Source: CX partners ...
Myth #1People don’t scroll
Myth #1People don’t scroll
Myth #1People don’t scroll
Myth #1People don’t scroll
Myth #2All pages should be accessible in 3 clicksThe satisfaction of users doesnt depend on the number of clicks.Source: J...
Myth #2All pages should be accessible in 3 clicks‘ Users would rather have several links  telling them they’re headed in t...
Myth #2All pages should be accessible in 3 clicks
Myth #2All pages should be accessible in 3 clicks Source: Getting Confidence from Lincoln ‘Jared M. Spool’
Myth #2All pages should be accessible in 3 clicks
Myth #2All pages should be accessible in 3 clicks
Myth #2All pages should be accessible in 3 clicks
Myth #2All pages should be accessible in 3 clicks
Myth #2All pages should be accessible in 3 clicks
Myth #2All pages should be accessible in 3 clicks
Myth #3The homepage is your most important page2008 | 25% came via Home page2010 | 10% came via Home page Gerry McGovern S...
Myth #3The homepage is your most important page  Home Page                                                    Article Page...
Myth #3The homepage is your most important page                                            2 templates                    ...
2. consistency is king
Gently hold your user’s hand• Users learn from other sites• Visual and linguistic cues make a  huge difference• Don’t make...
Open doorEnterGive name on reservationWait to be seatedSit downOrder drinksPut napkin on lapLook at menuDiscuss menuOrder ...
3. content, content, content
Chance of text being read =                                    1                              Volume of text
Contentvolume          Time
TediouswaffleThe badWriting for the webcan be a dauntingprocess for a lot ofpeople. You’ll noticethe same threemistakes te...
To the           Tedious            point           waffle  The 3 most common         Writing for the web  web writing mis...
Hours to          readPage TitleThis is some text. This is some moretext. This is some text. This is somemore text. This i...
Hours to Easy to          read readPage Title                                Page TitleThis is some text. This is some mor...
HeadingsPage summary               Information the user must haveHighlighted content         for your page to be successfu...
4. focus on forms
5. mobile is a MUST
ContextLocationTimeHabitsPriorities
6. Accessibility is relevant
“The power of the                                          Web is in its                                          universa...
WCAG 2.0 basic principlesPerceivableOperableUnderstandableRobust
Are you compliant?http://www.w3.org/WAI/1. Check your alt tags2. Give your links meaningful labels, avoid ‘click here’3. T...
National Transition Strategy   Timeline for WA …     Phase                          Summary of activities     Phase 1 – Pr...
The golden rules1.   ignore the myths2.   consistency is king3.   content, content, content4.   focus on forms5.   mobile ...
Marketing + Usability = Results MARKETING                    USABILITYIncrease visits to            to improve        incr...
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
Precedent #usabilityfail seminar part two
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.

Seminar presented in Perth, Western Australia November 2011

Published in: Technology, Economy & Finance
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Precedent #usabilityfail seminar part two

  1. 1. An introduction toPrecedent#PrecSem
  2. 2. 80+ experts Hearty Home Cooking Cookbook strategy & research branding & communications user centred design development & hosting content & publishing
  3. 3. 22 years experience quality stability loyalty results
  4. 4. 5 locations Perth Melbourne London Edinburgh Cardiff
  5. 5. 5 sectors finance education local and central government membership organisations third sector
  6. 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. 7. UsabilityThe golden rules#PrecSem
  8. 8. The golden rules1. ignore the myths2. consistency is king3. content, content, content4. focus on forms5. mobile is a must6. accessibility is relevant
  9. 9. 1. ignore the myths
  10. 10. Myth #1People don’t scroll
  11. 11. Myth #1People don’t scroll
  12. 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. 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. 14. Myth #1People don’t scroll
  15. 15. Myth #1People don’t scroll
  16. 16. Myth #1People don’t scroll
  17. 17. Myth #1People don’t scroll
  18. 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. 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. 20. Myth #2All pages should be accessible in 3 clicks
  21. 21. Myth #2All pages should be accessible in 3 clicks Source: Getting Confidence from Lincoln ‘Jared M. Spool’
  22. 22. Myth #2All pages should be accessible in 3 clicks
  23. 23. Myth #2All pages should be accessible in 3 clicks
  24. 24. Myth #2All pages should be accessible in 3 clicks
  25. 25. Myth #2All pages should be accessible in 3 clicks
  26. 26. Myth #2All pages should be accessible in 3 clicks
  27. 27. Myth #2All pages should be accessible in 3 clicks
  28. 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. 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. 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. 31. 2. consistency is king
  32. 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. 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. 34. 3. content, content, content
  35. 35. Chance of text being read = 1 Volume of text
  36. 36. Contentvolume Time
  37. 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. 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. 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. 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. 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. 42. 4. focus on forms
  43. 43. 5. mobile is a MUST
  44. 44. ContextLocationTimeHabitsPriorities
  45. 45. 6. Accessibility is relevant
  46. 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. 47. WCAG 2.0 basic principlesPerceivableOperableUnderstandableRobust
  48. 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. 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. 50. The golden rules1. ignore the myths2. consistency is king3. content, content, content4. focus on forms5. mobile is a must6. accessibility is relevant
  51. 51. Marketing + Usability = Results MARKETING USABILITYIncrease visits to to improve increase conversions conversions
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