Usability: Whats The Use by PRWD & Sigma

1,784
-1

Published on

Slides from the usability seminar delivered by Paul Rouke, Head of Usability at PRWD, and Chris Bush, UX Consultant at Sigma, looking at usability and user experience for web and mobile

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,784
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Green Engage Application for InterContinental Hotels Group http://www.wearesigma.com/BigChip2011/green-engage-submission.html   Corporate Website for Citizens Advice http://www.wearesigma.com/BigChip2011/citizens-advice-submission.html   Brand Central website for InterContinental Hotels Group http://www.wearesigma.com/DigiAwards2011/brand-central-submission.html
  • Improve profitability: The goals and objectives you set achieve Increase sales / subscribers (make it easy for a user to find and purchase something) Reduce help and support calls Provide a satisfying experience to encourage repeat sales and recommendations. Keep records of user testing. Understand your users Inform design Eliminate problems & frustration Increase profitability Improve customer service Reach more people
  • Waitrose: Has anybody heard about Waitrose website? Note: 1 common mis-conception is that visual design makes something usable Waitrose has had quite a lot of negative feedback, but has a strong design. There are numerous points to address but I would like to talk about 2 in particular. The navigation system and some calls to action. Navigation system Checkout process Negative into a positive (forum)
  • If site changes use slides.
  • Waitrose: Has anybody heard about Waitrose website? Note: 1 common mis-conception is that visual design makes something usable Waitrose has had quite a lot of negative feedback, but has a strong design. There are numerous points to address but I would like to talk about 2 in particular. The navigation system and some calls to action. Navigation system Checkout process Negative into a positive (forum)
  • Location based purchases, Smaller purchases R
  • Find a company, find a store,
  • Location based purchases, Smaller purchases R
  • Location based purchases, Smaller purchases R
  • Looks like other mobile interfaces. (familiar) predictable.
  • Looks like other mobile interfaces. (familiar) predictable.
  • Apps and Sites have different user bases. Websites Apps work better for customer loyality Integrating with best of breed web technologies
  • Apps and Sites have different user bases. Websites Apps work better for customer loyality Integrating with best of breed web technologies
  • Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
  • Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
  • Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
  • Demo
  • Usability: Whats The Use by PRWD & Sigma

    1. 1. Usability, What’s the use? Paul Rouke Head of Usability, PRWD Christopher Bush UX and Design Consultant, Sigma
    2. 2. About Sigma <ul><li>The UK arm of a 1300 strong IT consulting group, Sigma AB </li></ul><ul><li>Publicly listed on the OMX Nordic - Stockholm </li></ul><ul><li>Global offices: Sweden, UK, USA, China, Ukraine and Hungary </li></ul><ul><li>Partnerships: Microsoft, IBM and Oracle </li></ul>User experience design, implementation and consulting <ul><li>Web, mobile and application design and development </li></ul><ul><li>CMS implementation (Umbraco, WordPress, EPiServer,) </li></ul><ul><li>Copywriting, content creation and migration </li></ul><ul><li>Training in social media and writing for the web </li></ul><ul><li>User engagement: interviews, focus groups </li></ul><ul><li>Usability and accessibility testing </li></ul><ul><li>Requirements definition and solution design (JAD) </li></ul><ul><li>Rapid prototyping for web and mobile </li></ul><ul><li>UI design and interface testing </li></ul>
    3. 3. Sigma Clients include
    4. 4. <ul><li>A specialist usability & conversion optimisation consultancy run by Paul Rouke </li></ul><ul><li>Provide services to help improve website conversion rates </li></ul><ul><ul><li>Expert evaluations </li></ul></ul><ul><ul><li>Usability testing </li></ul></ul><ul><ul><li>Split and multi-variate testing </li></ul></ul><ul><ul><li>In-house consultancy </li></ul></ul><ul><ul><li>Training </li></ul></ul>About PRWD
    5. 5. PRWD clients include
    6. 6. <ul><li>Usability is a quality attribute that assesses how easy user interfaces are to use. The word &quot;usability&quot; also refers to methods for improving ease-of-use during the design process. </li></ul>What is usability?
    7. 7. We all know how important it is to be considerate of what people want… especially when buying presents… …look what can happen when we ’re not!
    8. 9. How can usability testing help you? <ul><li>Understand your users </li></ul><ul><li>Inform design </li></ul><ul><li>Eliminate problems & frustration </li></ul><ul><li>Improve customer service and profitability </li></ul><ul><li>Reach more people </li></ul>
    9. 10. How does a good experience improve the effectiveness of your site?
    10. 12. What they don’t do <ul><li>Stay still </li></ul><ul><li>Think that they know best </li></ul><ul><li>Ignore what their customers are saying </li></ul><ul><li>Presume their brand credibility means visitors will automatically trust them as an online retailer. </li></ul>
    11. 13. “ Our in house UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of new features that our customers had told us they wanted over the years” James Hart, eCommerce Director @ ASOS An example of what they do
    12. 14. What this approach has led to <ul><li>Truly one of the most usable and user friendly shopping baskets I’ve seen </li></ul><ul><li>A superb example of what I always recommend retailers, irrespective of their size , should focus on… and this is… </li></ul>
    13. 15. Transparency
    14. 16. ASOS and their usable shopping basket
    15. 17. Waitrose
    16. 24. Turning the negative around
    17. 27. Mobile experiences
    18. 28. Mobile experiences Mobile commerce is a small but growing market
    19. 29. Mobile experiences 8% of shoppers completed purchases over Christmas 2010 survey of 10,000 shoppers by ForeSee Results, Jan 2011
    20. 30. Common uses of mobile So what is everyone doing?
    21. 31. Common uses of mobile Location based services
    22. 32. Common uses of mobile Small purchases & Micro payments
    23. 33. Common uses of mobile Product research & reviews
    24. 34. Common uses of mobile Product comparison
    25. 35. Amazon
    26. 36. Amazon Simple UI
    27. 37. Amazon Simple & predictable UI
    28. 38. Amazon Focus on browsing
    29. 39. Core navigation at foot of page Amazon
    30. 40. Amazon Lots of supporting information
    31. 43. Case studies
    32. 44. Case studies Lakeland
    33. 45. Project overview <ul><li>A full e-commerce platform redevelopment </li></ul><ul><li>Integrating with best of breed web technologies </li></ul>
    34. 46. What they don’t do <ul><li>Forget that its their customers that really matter </li></ul>
    35. 47. How PRWD helped <ul><li>We delivered 2 rounds of moderated, lab based user testing </li></ul><ul><li>Here are some of the key insights gained… </li></ul>
    36. 48. “ It’s good information and a quick way of finding things. I like it” Mega menus make browsing easy “ Product grouping is good, and there's not too much of it, it's all there, not needing to scroll. I prefer to click and go to another page than scroll so this is good”
    37. 49. “ If I'm looking for something that I've never owned before, I love it if there are customer reviews” “ I like them, its better to hear off someone who's already got one rather than the person who's selling it” “ Customer reviews are good, if people are boring enough to write them , I wouldn't. I would definitely read for expensive items” Users love rating & reviews
    38. 50. “ I do expect to see videos now - they have them with clothes now. I wouldn't have expected it in the past but you see it a lot more so for a new website I'd definitely expect it and do find it really helpful” “ I like the video, it's giving me information that isn't in the description” Video demonstrations help the user
    39. 51. “ Free postage over £50 is a good thing, it would make me buy more just to not pay the postage” “ Free delivery is a big plus, even if it's incorporated within the price – I’m happy for it to be incorporated into the price” Cost of delivery can be a deal breaker
    40. 52. More insights <ul><li>The time I had with 9 women in 9 hours – (Google ‘ 9 women x 9 hours ’ ) </li></ul><ul><li>10 e-commerce best practice features – (Google ‘ Lakeland best practice ’ ) </li></ul>
    41. 53. Usability & web forms <ul><li>Common sense principles you can follow: </li></ul><ul><ul><li>Keep them simple </li></ul></ul><ul><ul><li>Only ask for the minimum info required </li></ul></ul><ul><ul><li>People are busy, they don ’ t have time for big forms </li></ul></ul>
    42. 54. Which form will visitors use most?
    43. 55. 14% 86% Which form do visitors use most?
    44. 56. What is the sales conversion rate?
    45. 57. What is the sales conversion rate? 17%
    46. 58. What is the sales conversion rate? 17% 55%
    47. 59. Lessons learnt <ul><li>Use existing customer knowledge to tailor your online experience </li></ul><ul><li>Enquiry forms can be long </li></ul><ul><li>Enquiry forms can ask users to complete multiple fields </li></ul><ul><li>Your enquiry form can help qualify prospects, saving you time and money </li></ul>
    48. 60. Case studies Brand Central
    49. 61. How Sigma helped <ul><li>Product discovery and research exercises </li></ul><ul><li>Large scale user engagement (remote and face-to-face) with a with users across AMER, EMEA, APAC and Greater China </li></ul><ul><li>Two rounds of formal lab testing </li></ul><ul><li>Creative, interaction design and solutioning work </li></ul><ul><li>Development </li></ul><ul><li>Product awareness video and training </li></ul>
    50. 62. Features sweet spot
    51. 63. Features sweet spot
    52. 64. Lessons learnt <ul><li>Always have a home button </li></ul><ul><li>Language and terminology can be BIG blockers </li></ul><ul><li>Make it easy… Interface elements should be recognisable and predictable </li></ul><ul><li>Reduction of complex features can increase usage </li></ul>
    53. 65. Case studies Brand Central feedback &quot;At last – everything a creative agency could possibly need for each IHG brand, in one place and always up to date – genius!!! ” Hotcake marketing
    54. 66. Case studies Brand Central feedback &quot;Brand Central has provided a quicker than average route to market and excellent resource for our hotels, enabling them to access new artwork designs which can be harnessed for far reaching marketing activity that in turn converts to commercial gain within our estate. ”
    55. 67. Citizens Advice
    56. 70. Looking for advice
    57. 71. Looking for advice
    58. 72. http://cl.ly/2b3r3E3N2G2v1S0C2519
    59. 75. http://cl.ly/1Z2u3s420F0b3C0h0t1D
    60. 76. Usability for lead generation
    61. 77. Original version Impact Vs Content?
    62. 78. Test version A Which test won?
    63. 79. Original v Test version A - RESULTS + 9% Which test won?
    64. 80. Test version A – What and why? <ul><li>Make the required and optional information more obvious </li></ul><ul><li>Remove the back button to encourage completion </li></ul>Which test won?
    65. 81. Buttons, don’t you just love ‘em! Use button size, style and colour to focus the user and increase conversions
    66. 82. Test version A Which test won?
    67. 83. Test version B Which test won?
    68. 84. How do Ultralase do this?
    69. 85. Who What Why Lets do it How do Ultralase do this?
    70. 86. Test version A v Test version B - RESULTS + 66% Which test won?
    71. 87. <ul><li>Answering potential questions encourages conversions </li></ul><ul><li>Branding can be replaced with useful user information </li></ul><ul><li>Information can help to turn off poorer quality prospects </li></ul><ul><li>Think - who > what > why > lets do it </li></ul>Lessons Learnt
    72. 88. The use of usability… Understand users Inform design Eliminate problems Improve service & profitability Reach more people
    73. 89. Thank you. Questions?
    74. 90. Office: 0161 228 0585 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA Sigma PRWD Office: 01625 427718 Email: Hello @ wearesigma.com Web: http://www.wearesigma.com Sigma Ropewalks, Newton street Macclesfield SK11 6QJ Mobile: 07739 745 126 @WeAreSigma @PRWD / @paulrouke
    75. 91. Usability articles, case studies, resources & best practice available here: http ://blog.prwd.co.uk/usability/UX101
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×