The Jordan Rules
  Answers to your questions




                              v1.3 July 5, 2009
Review

        You had questions on

Rule 9 - Test and Adapt

Rule 6 - Look at supporting visuals from a psychological pe...
Rule 9

Test and adapt
Multivariate Testing

Why do it

When to do it

How to do it

Different types of testing
Multivariate Testing
Why do it

When you have a project you’d like to
optimize, multivariate testing is often a great
solu...
Multivariate Testing

When to do it

 Discovery   Design       Development   Deploy




                      1       2   ...
Multivariate Testing

How to do it
A few great tools that make multivariate testing easy


Free tool that works in the    ...
Multivariate Testing

Different types of testing

 Multivariate       Usability       Heuristic    Acceptance

 Evaluation...
Rule 6

   Look at supporting
     visuals from a
psychological perspective
Gestalt Psychology

 5 Laws

 •Proximity
 •Similarity
 •Closure
 •Simplicity
 •Continuity
Gestalt Psychology
Proximity
Objects near each other tend to be grouped together.
Gestalt Psychology
Proximity
Objects near each other tend to be grouped together.
Gestalt Psychology
Similarity
Similar objects tend to be grouped together
Gestalt Psychology
Similarity
Similar objects tend to be grouped together
Gestalt Psychology
Closure
Grouped objects are seen as a whole
Gestalt Psychology
Closure
Grouped objects are seen as a whole
Gestalt Psychology
Simplicity (Pragnanz)
Reality is reduced to its simplest form
Gestalt Psychology
Simplicity (Pragnanz)
Reality is reduced to its simplest form
Gestalt Psychology
Continuity
Lines are seen following the smoothest path
Gestalt Psychology
Continuity
Lines are seen following the smoothest path
Rule 5

Prioritize user flows
 over information
User Flows
Definition: The path a user takes to complete a
goal.



User Flow Diagram Example:

                          ...
User Flows
Useful for comparing user behavior with site
structure & realizing opportunities for optimization.


Example: S...
Kano Analysis
Kano Analysis


      2




           1

           3
Prioritization
1     Express
    Registration
                   User Profile Page




2   FB Connect
                    ...
Layout
Example Page            Register Today


                         Express Registration




                        ...
Rule 3

Set expectations
Principle of Least Astonishment

Definition: The Principle of Least Astonishment examines
the users most likely expectatio...
Principle of Least Astonishment
Principle of Least Astonishment

  PAC-MAN!                       Click to Play




      User expects to play Pac-man
Principle of Least Astonishment

  Arcade Games                     Click to Play




      User expects to see a gallery ...
Principle of Least Astonishment

Quick Registration                  Click to register




      User expects that registr...
Next Steps

                 Discussion




Next week will be a workshop on how user experience
  needs to be integrated w...
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Jordan Rules 2 Of 5

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After presentation 1; the team needed some clarification on some of the rules. This presentation is a response to some questions, as well as examples for the team to discuss.

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Jordan Rules 2 Of 5

  1. 1. The Jordan Rules Answers to your questions v1.3 July 5, 2009
  2. 2. Review You had questions on Rule 9 - Test and Adapt Rule 6 - Look at supporting visuals from a psychological perspective Rule 5 - Prioritize User Flows over information Rule 3 - Set Expectations
  3. 3. Rule 9 Test and adapt
  4. 4. Multivariate Testing Why do it When to do it How to do it Different types of testing
  5. 5. Multivariate Testing Why do it When you have a project you’d like to optimize, multivariate testing is often a great solution. It allows you to launch a site, deploy a set of banners, or send an email with one (or more) variables, and receive data on which variable was most effective.
  6. 6. Multivariate Testing When to do it Discovery Design Development Deploy 1 2 3
  7. 7. Multivariate Testing How to do it A few great tools that make multivariate testing easy Free tool that works in the Full suite of testing & background, separating users targeting tools. Test sites, See effectiveness of certain into groups and automatically pages, banners, and elements on your site. displaying alternate content applications. Great Narrow down to see to each group & recording automated reports and individual users session, results. fantastic support center. video showing all input.
  8. 8. Multivariate Testing Different types of testing Multivariate Usability Heuristic Acceptance Evaluation of Evaluation of Expert Technical effectiveness deliverable by evaluation evaluation of of one or testing it on based on deliverable in more variables users heuristic simulated live through checklists/ environment simulated or predefined live tracking criteria (generally a final client evaluation)
  9. 9. Rule 6 Look at supporting visuals from a psychological perspective
  10. 10. Gestalt Psychology 5 Laws •Proximity •Similarity •Closure •Simplicity •Continuity
  11. 11. Gestalt Psychology Proximity Objects near each other tend to be grouped together.
  12. 12. Gestalt Psychology Proximity Objects near each other tend to be grouped together.
  13. 13. Gestalt Psychology Similarity Similar objects tend to be grouped together
  14. 14. Gestalt Psychology Similarity Similar objects tend to be grouped together
  15. 15. Gestalt Psychology Closure Grouped objects are seen as a whole
  16. 16. Gestalt Psychology Closure Grouped objects are seen as a whole
  17. 17. Gestalt Psychology Simplicity (Pragnanz) Reality is reduced to its simplest form
  18. 18. Gestalt Psychology Simplicity (Pragnanz) Reality is reduced to its simplest form
  19. 19. Gestalt Psychology Continuity Lines are seen following the smoothest path
  20. 20. Gestalt Psychology Continuity Lines are seen following the smoothest path
  21. 21. Rule 5 Prioritize user flows over information
  22. 22. User Flows Definition: The path a user takes to complete a goal. User Flow Diagram Example: Email Confirmation Registration Next Step Page User Profile Page Confirmation Page
  23. 23. User Flows Useful for comparing user behavior with site structure & realizing opportunities for optimization. Example: Site Registration Email Confirmation Registration Next Step Page User Profile Page Confirmation Page
  24. 24. Kano Analysis
  25. 25. Kano Analysis 2 1 3
  26. 26. Prioritization 1 Express Registration User Profile Page 2 FB Connect Confirmation Page User Profile Page * 3 Email Confirmation Registration Next Step Page User Profile Page Confirmation Page
  27. 27. Layout Example Page Register Today Express Registration FB Connect Registration
  28. 28. Rule 3 Set expectations
  29. 29. Principle of Least Astonishment Definition: The Principle of Least Astonishment examines the users most likely expectations, why he might be expecting the given result, and provides a result that either matches the users expectation, or falls within his range of expectations.
  30. 30. Principle of Least Astonishment
  31. 31. Principle of Least Astonishment PAC-MAN! Click to Play User expects to play Pac-man
  32. 32. Principle of Least Astonishment Arcade Games Click to Play User expects to see a gallery with at least 2 arcade games he can play
  33. 33. Principle of Least Astonishment Quick Registration Click to register User expects that registration will take no longer than 5 minutes
  34. 34. Next Steps Discussion Next week will be a workshop on how user experience needs to be integrated with the overall customer experience. Presentations on Rule 2 and Rule 1 will be moved to July 22, and Aug 5. - I’ll make all presentations available on SlideShare
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