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The Jordan Rules <ul><li>9 Rules to ensure a good user experience </li></ul>v1.0
Rule 9 Test and adapt
5 elements to test Layout Technology Messaging Interaction Audio
Layout button button V.S.
Technology V.S.
Messaging Submit V.S. Enter
Interaction button V.S. button
Interaction button V.S. button
Testing is a competency It’s important to follow  best practices  for testing. If you follow a  sound methodology , you’ll...
Rule 8 Teach the user what he needs to know
Direct and Indirect Teaching Direct teaching:  when you provide obvious instruction to the user. Indirect teaching:  when ...
Direct Teaching
Indirect Teaching
Your approach depends on your audience Depending on  who  you expect to interact with your site, and the  goals  of your s...
Rule 7 Spend more time on IA and UX when using new technology
5 types of new ‘technology’ New channel New media New platform New technique
New Channel or
New Media or
New Platform or
New Technique or
Plan to spend more time It’s important to allow more time for all stages of a project that makes use of new technology. Be...
Rule 6 Look at supporting visuals from a psychological perspective
Where is your eye drawn?
Where is your eye drawn?
Supporting visuals should support Visuals need to be on  brand ,  interesting  and  relevant , but they also need to  SUPP...
Rule 5 Prioritize user flows over information
Many web designers look at each page separately and create a hierarchy of information for each page.  Creating a hierarchy...
By prioritizing your user flows, you’ll prioritize page content as a side-effect.
Rule 4 Write copy for skimming
6 Spiderman Movie Facts James Franco originally auditioned for the role of Peter Parker, but director Sam Raimi decided to...
<ul><li>James Franco  originally auditioned for the role of  Peter Parker , but director Sam Raimi decided to  cast  him a...
Rule 3 Set expectations
Sign-up Sign-up Name Email Phone Number Address Sign-up Gender Country Credit Card # Occupation Sign-up Upload Photo Emplo...
Sign-up Continue Name Email Phone Number Address Continue Gender Country Credit Card #  (optional) Occupation Activate Upl...
What would you expect? Visuals need to be on  brand ,  interesting  and  relevant , but they also need to  SUPPORT  your m...
Rule 2 Help the user find what he’s looking for *Note: Dedicated Presentation Required
Findability There is enough information on best practices, and examples of findability to create a separate presentation. ...
How users find stuff <ul><li>Users  generally  find things  in one of two ways: </li></ul><ul><li>Using a search tool </li...
Using a Search Tool The most important page to get ‘right’ for users who find stuff using a search tool is the  SEARCH RES...
Browsing through links Setting up the proper  user flows  is key for users who  browse  the site through links.
Rule 1 Help the user figure out what he’s looking for *Note: Dedicated Presentation Required
What am I looking for? There are enough best practices, and examples of navigation hierarchy, types of navigation, and use...
Next Steps I’m providing you with a checklist of the rules to use on your next project. I’ll be back next Wednesday with a...
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Jordan Rules 1 of 5

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Trouble viewing? Re-upload: http://bit.ly/WVMtA This is presentation 1 of 5; it goes over all 9 rules I created to help agencies create great user experiences. Rules 1 & 2 will be further explained in their own presentations. I'll also be going further in-depth on the other rules during presentations 4 & 5.

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  • To optimize usability, it’s a good idea to have a few different layout options, and test the difference between the two. If you find that one layout delivers a higher conversion, note your findings and adapt your site to your new layout.
  • If you find that certain technologies are slowing down load times, causing bugs, or requiring users to download new software, it would be a good idea to test alternate technologies.
  • Testing different messaging often provides the highest ROI. Simply testing different CTA messaging on buttons can substantially increase ROI.
  • Another great element to test is interaction; adding a hover state to a button can often increase CTR. Also removing extraneous interactivity can increase usability.
  • Testing audio can often avert poor results. Audio cues that alert users to clickable buttons, or to a highlighted area can be useful; while unexpected or unwanted background music can adversely affect user experience.
  • As soon as you enter this site, it explains how to interact with it.
  • This site lets you use your cursor to figure out what your supposed to do. The more you interact with this site, the better you’ll understand how to use it.
  • If the goal of your site is to get users interested in a new movie coming to theaters, and you’re targeting business executives; you’ll want to make the experience easy enough to use that they won’t need an up-front explanation of how to interact with the site. You’ll want to ensure that anything the user learns is reiterated throughout the site. (i.e. if you start using scroll bars to navigate, it would be unwise to switch to pagination without a good reason.)
  • Which example do you find easier to read? Which do you think the average user would read?
  • Transcript of "Jordan Rules 1 of 5"

    1. 1. The Jordan Rules <ul><li>9 Rules to ensure a good user experience </li></ul>v1.0
    2. 2. Rule 9 Test and adapt
    3. 3. 5 elements to test Layout Technology Messaging Interaction Audio
    4. 4. Layout button button V.S.
    5. 5. Technology V.S.
    6. 6. Messaging Submit V.S. Enter
    7. 7. Interaction button V.S. button
    8. 8. Interaction button V.S. button
    9. 9. Testing is a competency It’s important to follow best practices for testing. If you follow a sound methodology , you’ll derive great insights ; if you don’t, you’ll end up with misinterpreted insights.
    10. 10. Rule 8 Teach the user what he needs to know
    11. 11. Direct and Indirect Teaching Direct teaching: when you provide obvious instruction to the user. Indirect teaching: when you allow the user to learn through trial and error.
    12. 12. Direct Teaching
    13. 13. Indirect Teaching
    14. 14. Your approach depends on your audience Depending on who you expect to interact with your site, and the goals of your site; you’ll want to adapt your teaching approach to make the site easy to use and engaging .
    15. 15. Rule 7 Spend more time on IA and UX when using new technology
    16. 16. 5 types of new ‘technology’ New channel New media New platform New technique
    17. 17. New Channel or
    18. 18. New Media or
    19. 19. New Platform or
    20. 20. New Technique or
    21. 21. Plan to spend more time It’s important to allow more time for all stages of a project that makes use of new technology. Because UX planning and IA set the foundation for your project, it’s even more important to spend additional time in those areas.
    22. 22. Rule 6 Look at supporting visuals from a psychological perspective
    23. 23. Where is your eye drawn?
    24. 24. Where is your eye drawn?
    25. 25. Supporting visuals should support Visuals need to be on brand , interesting and relevant , but they also need to SUPPORT your message, and your goals . If your visuals aren’t helping to guide the user to a goal, they’re being under-used.
    26. 26. Rule 5 Prioritize user flows over information
    27. 27. Many web designers look at each page separately and create a hierarchy of information for each page. Creating a hierarchy for your user flows, looks at the objectives of the site and prioritizes information across the entire site.
    28. 28. By prioritizing your user flows, you’ll prioritize page content as a side-effect.
    29. 29. Rule 4 Write copy for skimming
    30. 30. 6 Spiderman Movie Facts James Franco originally auditioned for the role of Peter Parker, but director Sam Raimi decided to cast him as Harry Osborn instead. The hand sketching Peter Parker’s different costumes during the montage in the first “Spider-Man” movie in reality belongs to Infinite Crisis artist Phil Jimenez. Eliza Dushku, who co-starred with Kirsten Dunst in “Bring It On,” auditioned for the role of Mary Jane Watson and on the original “Spider-Man” DVD, during Tobey Maguire’s screen test, the actress reading Mary Jane’s lines was Dushku. The name of Peter’s landlord in “Spider-Man 2,” Mr. Ditkovitch, is a reference to Spider-Man co-creator Steve Ditko. The Spider-Man costumes cost upwards of $100,000 each to produce. Four of the valued costumes were stolen from the set of the original film and never recovered. Even a $25,000 reward for their recovery turned up no clues to the costumes’ whereabouts. Now a highly prized collectable, the original teaser poster for the first film featured the New York City skyline—including the World Trade Center—reflected in Spider-Man’s eye. Sony Pictures recalled all of the posters after the events of Sept. 11, 2001.
    31. 31. <ul><li>James Franco originally auditioned for the role of Peter Parker , but director Sam Raimi decided to cast him as Harry Osborn instead. </li></ul><ul><li>The hand sketching Peter Parker’s different costumes during the montage in the first “Spider-Man” movie in reality belongs to Infinite Crisis artist Phil Jimenez. </li></ul><ul><li>Eliza Dushku , who co-starred with Kirsten Dunst in “Bring It On,” auditioned for the role of Mary Jane Watson and on the original “Spider-Man” DVD, during Tobey Maguire’s screen test, the actress reading Mary Jane’s lines was Dushku. </li></ul><ul><li>The name of Peter’s landlord in “Spider-Man 2,” Mr. Ditkovitch , is a reference to Spider-Man co-creator Steve Ditko. </li></ul><ul><li>The Spider-Man costumes cost upwards of $100,000 each to produce. Four of the valued costumes were stolen from the set of the original film and never recovered. Even a $25,000 reward for their recovery turned up no clues to the costumes’ whereabouts. </li></ul><ul><li>Now a highly prized collectable, the original teaser poster for the first film featured the New York City skyline—including the World Trade Cente r—reflected in Spider-Man’s eye. Sony Pictures recalled all of the posters after the events of Sept. 11, 2001. </li></ul>6 Spiderman Movie Facts
    32. 32. Rule 3 Set expectations
    33. 33. Sign-up Sign-up Name Email Phone Number Address Sign-up Gender Country Credit Card # Occupation Sign-up Upload Photo Employer Employer Contact Marital Status Where would you drop off?
    34. 34. Sign-up Continue Name Email Phone Number Address Continue Gender Country Credit Card # (optional) Occupation Activate Upload Photo (optional) Employer Employer Contact (optional) Marital Status What about now? 3 Steps Step 1 Step 2 Step 3
    35. 35. What would you expect? Visuals need to be on brand , interesting and relevant , but they also need to SUPPORT your message, and your goals . If your visuals aren’t helping to guide the user to a goal, they’re being under-used.
    36. 36. Rule 2 Help the user find what he’s looking for *Note: Dedicated Presentation Required
    37. 37. Findability There is enough information on best practices, and examples of findability to create a separate presentation. In the interest of keeping this presentation to an hour; I’m not covering this rule completely.
    38. 38. How users find stuff <ul><li>Users generally find things in one of two ways: </li></ul><ul><li>Using a search tool </li></ul><ul><li>Browsing through links </li></ul>links search tool
    39. 39. Using a Search Tool The most important page to get ‘right’ for users who find stuff using a search tool is the SEARCH RESULTS PAGE (SRP, or SERP)
    40. 40. Browsing through links Setting up the proper user flows is key for users who browse the site through links.
    41. 41. Rule 1 Help the user figure out what he’s looking for *Note: Dedicated Presentation Required
    42. 42. What am I looking for? There are enough best practices, and examples of navigation hierarchy, types of navigation, and user flows to create a separate presentation. In the interest of keeping this presentation to an hour; I’m not covering this rule completely.
    43. 43. Next Steps I’m providing you with a checklist of the rules to use on your next project. I’ll be back next Wednesday with a dedicated presentation on Rule 2; and then the following Wednesday with one on Rule 1. - I’ll make those presentations available on SlideShare
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