UX & Usability: From "nice to have" to "do or die"
“nice to have”“do or die”
In the late 90s two scientists from Xerox’s Palo Alto Research center, came to theconclusion that the same theories that describe how animals behave while sniffing forprey also can predict how people ferret out information in the jungle of cyberspace.
"Informavores"• Information scent• Information snackingForaging theories, developed by ecologists decades ago, are now being applied toInternet usage in an attempt to understand how Web sites can be made more intuitive.Information foragings most famous concept is information scent: “Informavores” willkeep clicking as long as they sense that theyre "getting warmer"
The average webpage became35%LONGERSource: Pingdom51milnew websites addedto the Web in 2012
The average webpage became4%SLOWERThe average webpage became35%LONGER51milnew websites addedto the Web in 2012Source: Pingdom
Source: ZeromomentofTruth, Google10.7Consumers now consult on averagebefore making a buying decisionsources
Pages per visitAvg. time on siteCheckoutabandonment rate2010 20114.9 4.55:49 4:5073% 75%This environment and the way users’ behaviours are changing, are beginning to take atoll on websites’ key performance indicators. Users are becoming more and moredistracted and websites are trying to find a way of keeping them happy…
Combined sources: NetIQ, Forrester Research, IMB studiesTop reasons forcheckout abandonment:• Additional costs, Shipping price too high• Delivery times too long• Too much personal information required• Site requires registration before purchase• Comparison shopping or browsing• Changed mind• Saving items for later purchase• Checkout process is too long• Checkout process is confusing• Checkout requires too much personal information• Site is unstable or unreliable• Lack of product information
UtilityUsabilityFindabilityDesirabilityUser ExperienceIn the face of all this, Usability and UX in general is the most important aspect of anywebsite, since it is so closely related to metrics like time on site, conversion rate, loyaltyetc.
• Is my offeringuseful?• Does it add value?• Does it meet myusers’ needs?At the heart of each site of course, is the value of the actual product, service orinformation on offer.UtilityUsabilityFindabilityDesirabilityUser Experience
• Learnability• Efficiency• Memorability• Errors• Satisfaction• HCI• InformationArchitectureA step further is ensuring that users can do what it is they came to do, or find theinformation they came for, quickly and easily. This is the main focus of Usability andFindability.UtilityUsabilityFindabilityDesirabilityUser Experience
We deal with things like:How a product page should be best designed, where to place the call to actions, whatcolour they should be etc.
…How to optimize online forms so that we can achieve maximum completion rate.
…Whether a site should enclose the checkout process to achieve higher conversionrate.
…How to get more users through checkout by offering a guest checkout option.
…And generally eliminating as many pain points as possible.
UtilityUsabilityFindabilityDesirabilityUser Experience• Persuasive DesignTactics• Game mechanics• BehavioralEconomics• PsychologyBut Usability and Findability is NOT enough. There is a huge difference between beingABLE to do something, and actually DOING it. This is where Desirability comes in, wherewe try and make more users complete the actions we want to using Persuasion tactics,Game mechanics and insight from Behavioural Economics and Psychology.
UtilityUsabilityFindabilityDesirabilityUser ExperienceAll these aspects together make up the overall User Experience.
METHODS AND TOOLS• User testing• Expert reviews• Split testing• Card sorting• Interviews• Contextual inquiries• Usability studies• Advanced analytics
WHYUSABILITY?• Increase conversion rates• Enhance brand experience• Encourage customer loyalty• Decrease customer support costs• Keep a positive ROI
spend 15% of yourdevelopment budgetTO DOUBLEYOURCONVERSIONRATE
for every 1€invested in usabilityEXPECT TO GETBACK 6€