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  • 1. 8 Critical Usability Tips: Quick low cost ways to get impressive results John Whalen, PhD Director, User Experience and Design, e.magination
  • 2. Usability Reviews and Usability Testing
  • 3. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 4. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 5. Tip 1: Navigation – KISS – Harder than you think…
  • 6. Tip 1: Navigation – KISS – Harder than you think… Trying to describe 10 steps… … but page has 42 links … 29 related to task at hand … 13 leaving page. Where do I start?? Notice the numbering: 4,5,6,7,8… 4,5,6,7,8…4???
  • 7. Take a step back, think like the user
  • 8. Make an obvious first step
  • 9. Distinguish primary and secondary navigation
  • 10. Provide a table of contents
  • 11. Informal Test – Where should you click first? 30% Correct e.mag design 100% Correct
  • 12. Tip 2: Navigation – Less is More
  • 13. Tip 2: Navigation – Less is More 2 sets of tabs… Clickable buttons for navigation… Clickable buttons for actions… Clickable objects for navigation… Large distance between question and “Next” button Large distance between help and question
  • 14. Tip 2: Navigation – Less is More Next Previous
  • 15. Informal Test – Which would you prefer? Next Previous 8% e.mag design 92%
  • 16. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 17. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 18. Tip 3: Content – Provide visual clues that direct eyes.
  • 19. A B 0 Seconds
  • 20. A B 5 Seconds
  • 21. A B 15 Seconds After 15 seconds, users “below the fold”
  • 22. Tip 4: Content – Create scan-able content ✓
  • 23. Users scan content in an “F” pattern
  • 24. They skip irrelevant content
  • 25. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 26. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 27. Tip 5: Interaction – Make the next step “duh” obvious
  • 28. Informal Test – Where should you click next? 6% Correct Amazon 91% Correct
  • 29. What makes it obvious?
    • Distinct color
    • Size
    • Affordance (click-ability)
    • Next in user eye-flow
    • Absence of any other items with that style
    • Consistency in positioning
  • 30. Tip 6: Interaction – Search + Refine
  • 31. Do you prefer Search + Refine? No 15% Yes 85%
  • 32. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 33. Top 8 Critical Usability Tips
    • Navigation
    • Content
    • Interaction
    • Persuasive Design
  • 34. Tip 7: Persuasion – Invoke reciprocity, social validation, and similarity
    • Reciprocity:
    • Give things away.
    • Create an environment where you contribute, then ask for something in return.
  • 35. Tip 7: Persuasion – Invoke reciprocity, social validation, and similarity
    • Social Validation:
    • You’re making the right choice.
    • Lots of other people choose this too.
  • 36. Tip 7: Persuasion – Invoke reciprocity, social validation, and similarity
    • Similarity:
    • People just like you choose us.
  • 37. Tip 8: Persuasion – Find the right social networks and provide thought leadership Source: Forrester.com
  • 38. Tip 8: Persuasion – Find the right social networks and provide thought leadership
    • Develop a B.E.S.T. formula
    • Behavioral: Everything you communicate is designed to change customer behavior
    • Essential: Your communications really help your customers succeed in their jobs
    • Strategic: Your content becomes a integral part of your business strategy
    • Targeted: Target your content so that it is truly relevant to your clients.
  • 39. 8 Critical Usability Tips
    • Navigation
    • K.I.S.S. – Make the first step obvious
    • Less is More – Remove unnecessary navigation
    • Content
    • Provide visual clues that direct eyes to next step
    • Create scan-able content
    • Interaction
    • Make the next step “duh” obvious
    • Search + Refine
    • Persuasion
    • Invoke reciprocity, social validation, and similarity
    • Find the right social networks and provide thought leadership
  • 40. Your Summer Reading List…
  • 41. THANK YOU!
    • John Whalen, PhD
    • Director, User Experience
    • Twitter: @johnwhalen
    • Email: [email_address]
    • LinkedIn: http://www.linkedin.com/in/johnwhalen
    … or talk to us!