improving your site’s usability:

what users really want

      leisa reichelt | disambiguity.com
     web 2.0 expo berlin...
wow.
(you know we’re talking about usability, right?!)
logistical stuff
the ‘back-channel’
           twitter:
   #w2e_ux (design & UX) or
   #w2e (entire conference)

webexberlin2008.crowdvine....
think about how much
 time you spend with
 your computer today
our schedule:
                 1pm: we start
 general principals and heuristics for making sites people like.
    2.30-ish...
introductions
      - your name
     - what you do
  - where you’re from
       - three tags
me
             - leisa reichelt
- freelance user experience consultant
      - Australian, living in London
     - mum, r...
and you?
    - your name
   - what you do
- where you’re from
     - three tags
warning:
when rules go wrong!
Studies by usability expert Rolf
Mollichshow that no two sets of
experts come up with the same
    results, when evaluatin...
rulesvstesting
human brains
the hardware we have to work with
finite storage capacity
 short term memory struggles to store
     more than about nine things
one decision at a time
  attention is a limited commodity
habits are useful
habits are task that require no attention
recognitionvsrecall
our long term memory stores only what
      what we can’t easy deduce
interruptions burden our short term memory

    switching between tasks takes effort

       unexpected things happen
    ...
practical tips and
   guidelines
the principle of
commensurate effort
  people will spend an amount of
effort on things that is in proprtion
     to the va...
. in pursuit of something valuable, it is
amazing how much bad design people
will put up with, and forgive.
polite computing
“If we want users to like our software
 we should design it to behave like a
likeable person: respectful,...
polite computing
  Polite software is:
• Interested in me (remembers my preferences)
• Perceptive (makes good guesses at w...
polite computing
    Polite software is:
•   Forgiving (if you make a mistake it lets you undo)
•   Not a show-off (doesn’...
make the easy, easy
and the difficult, possible
make it quick to
 scan & digest

   * avoid clutter!
  * avoid text only
speak the right language
   • don’t use meaningless
     ‘copy’ (especially ‘marketing’ content)
   • use your audience’s ...
seducible moments
  “there are specific moments where designers
    are most likely to influence a shopper to
investigate ...
the paradox of the
     active user
haste to get rapid results means we make
      mistakes - making us slower!

       su...
image: Steve Krug, Don’t Make Me Think
enter your address
separated by commas

                      GO
street:

town:

          GO
feedback
 (you’re doing great!)

your site should give lots.
. people tend to avoid using
‘navigation’ as navigation.

They’d rather use links in the centre
of the website to get arou...
do not under-estimate ‘tunnel vision’.

Task focussed users are *so* focussed on
the task at hand you will be amazed what
...
the 3-click rule is
     broken.
people don’t like making decisions on
a website - they like to be directed.

it’s your job to know what they
want to do an...
have an
experience strategy
An experience strategy is a clearly articulated touchstone that
influences all of the decision...
never, EVER, try to
design for ‘everyone’
personas



                                           personas
      http://www.flickr.com/photos/anikarenina/550438755/
patterns&conventions
    vs innovation
coffee time!
welcome back!
how do you go about
 making a site that
people want to use?
usercentred design (UCD)
what is UCD?
  a design process in which the end users are
      identified, their goals and needs are
understood, the sys...
User Centred Design is
interested in both strategic
  and tactical elements of
    design and usability
strategic:
why do people want to use this
      in the first place?
tactical:
how well are people able to use it?
Why do UCD?
supposing is good. finding out is better.
- mark twain
http://www.flickr.com/photos/padday/1513526079
Why do UCD?
                                                  100x
                                                 After ...
Why do UCD?
    There are four key benefits:
•   Increased revenue
•   Reduced project risk
•   Reduced customer support c...
Why do UCD?
• Project teams don’t understand
  genuine user requirements
• Users often don’t understand their
  own requir...
we tend to project our own rationalisations and
beliefs onto the actions and beliefs of others

- don norman, the design o...
to design an easy-to-use interface, pay attention to
what users do, not what they say.

self reported claims are unreliabl...
user research helps you uncover, understand and
design for real user requirements
do I really need to do UCD?
do I really need to do UCD?
if:
a) your end users are just like you and/or
b) you’ve designed (successfully) for these use...
do I really need to do UCD?
if:
you find yourself resorting to stereotypes and
cliches (esp. involving your mother or
gran...
what will I learn from UCD?
Appearance
             - what it looks like and how it is arranged
 Usability

             Interaction
             - ho...
Jesse James Garrett, The Elements of User Experience
generative research



    prototype



evaluative research
ways to do research
quantitativevsqualitative
The most striking truth of the curve
is that zero users give zero insights.
lab based research
focus groups - care!
field research
(ethnography)
‘guerrilla’ research
silverbackapp.com
what to test?
 (prototypes)
iterate!
questions&discussion?
just because nobody complains
doesn’t mean all the parachutes are perfect
- benny hill




                             Li...
thank you :)
       contact me:
leisa@disambiguity.com
    disambiguity.com
    twitter.com/leisa
Improving your site's usability - what users really want
Improving your site's usability - what users really want
Improving your site's usability - what users really want
Improving your site's usability - what users really want
Improving your site's usability - what users really want
Improving your site's usability - what users really want
Improving your site's usability - what users really want
Improving your site's usability - what users really want
Improving your site's usability - what users really want
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Improving your site's usability - what users really want

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slides from my workshop at Web2 Expo Berlin 08

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Improving your site's usability - what users really want

  1. 1. improving your site’s usability: what users really want leisa reichelt | disambiguity.com web 2.0 expo berlin - 21 October 08
  2. 2. wow. (you know we’re talking about usability, right?!)
  3. 3. logistical stuff
  4. 4. the ‘back-channel’ twitter: #w2e_ux (design & UX) or #w2e (entire conference) webexberlin2008.crowdvine.com
  5. 5. think about how much time you spend with your computer today
  6. 6. our schedule: 1pm: we start general principals and heuristics for making sites people like. 2.30-ish: coffee break. yay! how does one go about making a site people want to use? (UCD) 4pm: we end
  7. 7. introductions - your name - what you do - where you’re from - three tags
  8. 8. me - leisa reichelt - freelance user experience consultant - Australian, living in London - mum, research, seventeen disambiguity.com leisa@disambiguity.com
  9. 9. and you? - your name - what you do - where you’re from - three tags
  10. 10. warning: when rules go wrong!
  11. 11. Studies by usability expert Rolf Mollichshow that no two sets of experts come up with the same results, when evaluating interfaces. Most experts come up with too many problems.
  12. 12. rulesvstesting
  13. 13. human brains the hardware we have to work with
  14. 14. finite storage capacity short term memory struggles to store more than about nine things
  15. 15. one decision at a time attention is a limited commodity
  16. 16. habits are useful habits are task that require no attention
  17. 17. recognitionvsrecall our long term memory stores only what what we can’t easy deduce
  18. 18. interruptions burden our short term memory switching between tasks takes effort unexpected things happen making it hard to form habits computers expect us to remember!
  19. 19. practical tips and guidelines
  20. 20. the principle of commensurate effort people will spend an amount of effort on things that is in proprtion to the value they perceive
  21. 21. . in pursuit of something valuable, it is amazing how much bad design people will put up with, and forgive.
  22. 22. polite computing “If we want users to like our software we should design it to behave like a likeable person: respectful, generous and helpful.” Alan Cooper
  23. 23. polite computing Polite software is: • Interested in me (remembers my preferences) • Perceptive (makes good guesses at what information I’ll want next) • Forthcoming (doesn’t hold back useful information) • Self-confident (doesn’t keep asking me annoying questions) • Responsive (discrete - not too demanding)
  24. 24. polite computing Polite software is: • Forgiving (if you make a mistake it lets you undo) • Not a show-off (doesn’t cluttery with showy controls) • Focussed (too many choices becomes a burden) • Fudgeable (allows the user to partially complete)
  25. 25. make the easy, easy and the difficult, possible
  26. 26. make it quick to scan & digest * avoid clutter! * avoid text only
  27. 27. speak the right language • don’t use meaningless ‘copy’ (especially ‘marketing’ content) • use your audience’s way of speaking, not your company-talk (or programmer talk, etc.) • information scent: use keywords to guide people in the right direction
  28. 28. seducible moments “there are specific moments where designers are most likely to influence a shopper to investigate a promotion or special offer. Most of the time, these moments come after the shopper has satisfied their original mission on the site. If we identify the key seducible moment for a specific offer, we can often see over 10 times as many requests” Jared Spool
  29. 29. the paradox of the active user haste to get rapid results means we make mistakes - making us slower! support users in a rush.
  30. 30. image: Steve Krug, Don’t Make Me Think
  31. 31. enter your address separated by commas GO
  32. 32. street: town: GO
  33. 33. feedback (you’re doing great!) your site should give lots.
  34. 34. . people tend to avoid using ‘navigation’ as navigation. They’d rather use links in the centre of the website to get around. don’t rely on the navigation
  35. 35. do not under-estimate ‘tunnel vision’. Task focussed users are *so* focussed on the task at hand you will be amazed what they are able to ignore.
  36. 36. the 3-click rule is broken.
  37. 37. people don’t like making decisions on a website - they like to be directed. it’s your job to know what they want to do and get them there.
  38. 38. have an experience strategy An experience strategy is a clearly articulated touchstone that influences all of the decisions made about technology, features, and interfaces. Whether in the initial design process or as the product develops, such a strategy guides the team and ensures that the customer’s perspective is maintained throughout. - Subject to Change, Creating great products and services for an uncertain world, Merholz, Schauer, Verba & Wilkens (Adaptive Path) 2008
  39. 39. never, EVER, try to design for ‘everyone’
  40. 40. personas personas http://www.flickr.com/photos/anikarenina/550438755/
  41. 41. patterns&conventions vs innovation
  42. 42. coffee time!
  43. 43. welcome back!
  44. 44. how do you go about making a site that people want to use?
  45. 45. usercentred design (UCD)
  46. 46. what is UCD? a design process in which the end users are identified, their goals and needs are understood, the system is designed to support those users and their goals, and the design is tested with those users so that it can be improved until optimal. it involves both design and research activities
  47. 47. User Centred Design is interested in both strategic and tactical elements of design and usability
  48. 48. strategic: why do people want to use this in the first place?
  49. 49. tactical: how well are people able to use it?
  50. 50. Why do UCD?
  51. 51. supposing is good. finding out is better. - mark twain
  52. 52. http://www.flickr.com/photos/padday/1513526079
  53. 53. Why do UCD? 100x After Launch Cost of making changes 6x 1x During During Development Design
  54. 54. Why do UCD? There are four key benefits: • Increased revenue • Reduced project risk • Reduced customer support costs • Greater brand loyalty
  55. 55. Why do UCD? • Project teams don’t understand genuine user requirements • Users often don’t understand their own requirements • Making late changes is slow and expensive • Late changes happen because of a lack of understanding of requirements
  56. 56. we tend to project our own rationalisations and beliefs onto the actions and beliefs of others - don norman, the design of everyday things
  57. 57. to design an easy-to-use interface, pay attention to what users do, not what they say. self reported claims are unreliable, as are user speculations about future behaviour - jakob nielsen
  58. 58. user research helps you uncover, understand and design for real user requirements
  59. 59. do I really need to do UCD?
  60. 60. do I really need to do UCD? if: a) your end users are just like you and/or b) you’ve designed (successfully) for these users before and know them well
  61. 61. do I really need to do UCD? if: you find yourself resorting to stereotypes and cliches (esp. involving your mother or grandmother), you need to research.
  62. 62. what will I learn from UCD?
  63. 63. Appearance - what it looks like and how it is arranged Usability Interaction - how the user interacts with the product components Information - the information required by the user at different stages User Structure Experience - the right elements in the right order Concept - the model for how the value is delivered Proposition - the value to the customer
  64. 64. Jesse James Garrett, The Elements of User Experience
  65. 65. generative research prototype evaluative research
  66. 66. ways to do research
  67. 67. quantitativevsqualitative
  68. 68. The most striking truth of the curve is that zero users give zero insights.
  69. 69. lab based research
  70. 70. focus groups - care!
  71. 71. field research (ethnography)
  72. 72. ‘guerrilla’ research
  73. 73. silverbackapp.com
  74. 74. what to test? (prototypes)
  75. 75. iterate!
  76. 76. questions&discussion?
  77. 77. just because nobody complains doesn’t mean all the parachutes are perfect - benny hill Library of Congress, Prints and Photographs Division, Washington, D.C. 20540 USA
  78. 78. thank you :) contact me: leisa@disambiguity.com disambiguity.com twitter.com/leisa
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