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Usability, What’s the use? Paul Rouke Head of Usability, PRWD Christopher Bush UX and Design Consultant, Sigma
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...
Sigma Clients include
<ul><li>A specialist usability & conversion optimisation consultancy run by Paul Rouke </li></ul><ul><li>Provide services ...
PRWD clients include
<ul><li>Usability is a  quality attribute  that assesses how easy user interfaces are to use.  The word &quot;usability&qu...
We all know how important it is to be  considerate  of what people want… especially when buying presents… …look what can h...
 
How can usability testing help you? <ul><li>Understand your users </li></ul><ul><li>Inform design </li></ul><ul><li>Elimin...
How does a good experience improve the effectiveness of your site?
 
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 cust...
“ Our in house UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of new features ...
What this approach has led to <ul><li>Truly one of the most usable and user friendly shopping baskets I’ve seen </li></ul>...
Transparency
ASOS and their usable  shopping basket
Waitrose
A great design doesn’t make something usable
At first glance these navigation categories seem  sensible…
… but it’s not how we shop offline. You wouldn't go to a Waitrose store and look for the cupboard aisles
In the cupboard section we have…
Food, which makes sense…
Drink, which would also makes sense… If it didn’t also exist in the main groceries section.
But, Home and Garden, Pets and  Baby and Child… … in a cupboard?
Notice the Books and Newspapers section?
because of the truncating of the title.  It looks like you get cigarettes from the Books and Newspapers section
Waitrose only delivers if you spend over £50.
But its not obvious The minimum order text is too small
You cant click the dimmed check out button,  And if you miss the text
You don’t know why it wont let you order.
A good solution would be to  have a small alert when you click the button
This would allow you to get some important feedback when you need it.
Turning the negative around Its not all bad though.
Waitrose have been very open about the bugs and issues.
They have taken on lots of feedback from users…
… and post regular updates on the site to allow their users see and follow their fixes and progress
Its all about being transparent, open and honest with your users.
Mobile experiences
Mobile experiences Mobile commerce is a small but growing market
Mobile experiences 8% of shoppers completed purchases  over Christmas 2010 survey of 10,000 shoppers by ForeSee Results, J...
Common uses of mobile So what is everyone doing?
Common uses of mobile Location based services
Common uses of mobile Small purchases & Micro payments
Common uses of mobile Product research & reviews
Common uses of mobile Product comparison
Amazon
Amazon Simple UI
Amazon Simple & predictable UI
Amazon Focus on browsing
Core navigation at foot of page Amazon
Amazon Lots of supporting information
Case studies
Case studies Lakeland
Project overview <ul><li>A full e-commerce platform redevelopment </li></ul><ul><li>Integrating with best of breed web tec...
What they don’t do <ul><li>Forget that its their customers that really matter </li></ul>
How PRWD helped <ul><li>We delivered 2 rounds of moderated, lab based user testing </li></ul><ul><li>Here are some of the ...
“ It’s good information and a quick way of finding things. I like it” Mega menus make browsing easy “ Product grouping is ...
“ If I'm looking for something that I've never owned before, I love it if there are customer reviews” “ I like them, its b...
“ 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...
“ 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 p...
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-com...
Usability & web forms <ul><li>Common sense principles you can follow: </li></ul><ul><ul><li>Keep them  simple </li></ul></...
Which form will visitors use most?
14% 86% Which form do visitors use most?
What is the sales conversion rate?
What is the sales conversion rate? 17%
What is the sales conversion rate? 17% 55%
Lessons learnt <ul><li>Use existing customer knowledge to tailor your online experience </li></ul><ul><li>Enquiry forms ca...
Case studies Brand Central
How Sigma helped <ul><li>Product discovery and research exercises  </li></ul><ul><li>Large scale user engagement (remote a...
Features sweet spot Graph from http://headrush.typepad.com/ Something became apparent very quickly
Features sweet spot Graph from http://headrush.typepad.com/ Too many, or overly complicated  features confuse users
Features sweet spot Graph from http://headrush.typepad.com/ Users tend to blame themselves. See the ‘I suck’?
Features sweet spot Graph from http://headrush.typepad.com/ That REALLY happens
Features sweet spot Graph from http://headrush.typepad.com/ Don’t be afraid to remove features if it benefits more of your...
Lessons learnt <ul><li>Always have a home button </li></ul><ul><li>Language and terminology can be  BIG  blockers </li></u...
Case studies Brand Central feedback &quot;At last – everything a creative agency could possibly need for each IHG brand, i...
Case studies Brand Central feedback &quot;Brand Central has provided a quicker than average route to market and excellent ...
Citizens Advice
The old site focused on getting users to advice content and  contacts
 
The new site built on that need
With clearer calls to action and improved navigation
It also had clearer information about the charities activities and community work
Looking for advice This is an eye tracking study
Looking for advice The task was to find advice on a predefined topic
Looking for advice See how the two users look at different things for the same task
Looking for advice The user on the left uses the main navigation and doesn’t notice the big blue buttons
Looking for advice While the user on the right skips the main navigation and tends to focus on the buttons and images
Looking for advice We used this information to refine our designs
Looking for advice To ensure that the multiple routes to information are easily found by the various user types
Usability for lead generation
Original version Impact Vs Content?
Test version A Which test won?
Original v Test version A - RESULTS + 9% Which test won?
Test version A – What and why? <ul><li>Make the required and optional information more obvious </li></ul><ul><li>Remove th...
Buttons, don’t you just love ‘em! Use button size, style and colour to focus the user and increase conversions
Test version A Which test won?
Test version B Which test won?
How do Ultralase do this?
Who What Why Lets do it How do Ultralase do this?
Test version A v Test version B - RESULTS + 66% Which test won?
<ul><li>Answering potential questions encourages conversions </li></ul><ul><li>Branding can be replaced with useful user i...
The use of usability… Understand users Inform design Eliminate  problems  Improve  service & profitability Reach more people
Thank you. Questions?
Office: 0161 228 0585 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk  PRWD 22 Lever Street Manchester M1 1EA Sig...
Usability articles, Case studies,  resources &  best practice  available here: PRWD http :// blog.prwd.co.uk/usability/UX1...
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Usability: whats the use? Presented by We are Sigma and PRWD

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For websites, good usability is a matter of survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. For intranets and applications the question is one of productivity. In many organisations employees waste inordinate amounts of time searching for and assimilating the information they need to do their jobs. This lost time has a real, tangible value so ROI for designing internal systems with User Experience in mind, and spending some time testing and improving the usability of the system, is pretty compelling.

As people with a strong User Experience focus we don’t need to be convinced of the value of good usability, but for many companies who are thinking of revamping their site, intranet or portal it isn’t quite so clear cut.

Presented by Chris Bush, www.wearesigma.com and
Paul Rouke, www.prwd.co.uk

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  • 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 &amp; 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.
  • 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
  • Transcript of "Usability: whats the use? Presented by We are Sigma and PRWD"

    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. 18. A great design doesn’t make something usable
    17. 19. At first glance these navigation categories seem sensible…
    18. 20. … but it’s not how we shop offline. You wouldn't go to a Waitrose store and look for the cupboard aisles
    19. 21. In the cupboard section we have…
    20. 22. Food, which makes sense…
    21. 23. Drink, which would also makes sense… If it didn’t also exist in the main groceries section.
    22. 24. But, Home and Garden, Pets and Baby and Child… … in a cupboard?
    23. 25. Notice the Books and Newspapers section?
    24. 26. because of the truncating of the title. It looks like you get cigarettes from the Books and Newspapers section
    25. 27. Waitrose only delivers if you spend over £50.
    26. 28. But its not obvious The minimum order text is too small
    27. 29. You cant click the dimmed check out button, And if you miss the text
    28. 30. You don’t know why it wont let you order.
    29. 31. A good solution would be to have a small alert when you click the button
    30. 32. This would allow you to get some important feedback when you need it.
    31. 33. Turning the negative around Its not all bad though.
    32. 34. Waitrose have been very open about the bugs and issues.
    33. 35. They have taken on lots of feedback from users…
    34. 36. … and post regular updates on the site to allow their users see and follow their fixes and progress
    35. 37. Its all about being transparent, open and honest with your users.
    36. 38. Mobile experiences
    37. 39. Mobile experiences Mobile commerce is a small but growing market
    38. 40. Mobile experiences 8% of shoppers completed purchases over Christmas 2010 survey of 10,000 shoppers by ForeSee Results, Jan 2011
    39. 41. Common uses of mobile So what is everyone doing?
    40. 42. Common uses of mobile Location based services
    41. 43. Common uses of mobile Small purchases & Micro payments
    42. 44. Common uses of mobile Product research & reviews
    43. 45. Common uses of mobile Product comparison
    44. 46. Amazon
    45. 47. Amazon Simple UI
    46. 48. Amazon Simple & predictable UI
    47. 49. Amazon Focus on browsing
    48. 50. Core navigation at foot of page Amazon
    49. 51. Amazon Lots of supporting information
    50. 52. Case studies
    51. 53. Case studies Lakeland
    52. 54. Project overview <ul><li>A full e-commerce platform redevelopment </li></ul><ul><li>Integrating with best of breed web technologies </li></ul>
    53. 55. What they don’t do <ul><li>Forget that its their customers that really matter </li></ul>
    54. 56. 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>
    55. 57. “ 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”
    56. 58. “ 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
    57. 59. “ 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
    58. 60. “ 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
    59. 61. 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>
    60. 62. 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>
    61. 63. Which form will visitors use most?
    62. 64. 14% 86% Which form do visitors use most?
    63. 65. What is the sales conversion rate?
    64. 66. What is the sales conversion rate? 17%
    65. 67. What is the sales conversion rate? 17% 55%
    66. 68. 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>
    67. 69. Case studies Brand Central
    68. 70. 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>
    69. 71. Features sweet spot Graph from http://headrush.typepad.com/ Something became apparent very quickly
    70. 72. Features sweet spot Graph from http://headrush.typepad.com/ Too many, or overly complicated features confuse users
    71. 73. Features sweet spot Graph from http://headrush.typepad.com/ Users tend to blame themselves. See the ‘I suck’?
    72. 74. Features sweet spot Graph from http://headrush.typepad.com/ That REALLY happens
    73. 75. Features sweet spot Graph from http://headrush.typepad.com/ Don’t be afraid to remove features if it benefits more of your users.
    74. 76. 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>
    75. 77. 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
    76. 78. 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. ”
    77. 79. Citizens Advice
    78. 80. The old site focused on getting users to advice content and contacts
    79. 82. The new site built on that need
    80. 83. With clearer calls to action and improved navigation
    81. 84. It also had clearer information about the charities activities and community work
    82. 85. Looking for advice This is an eye tracking study
    83. 86. Looking for advice The task was to find advice on a predefined topic
    84. 87. Looking for advice See how the two users look at different things for the same task
    85. 88. Looking for advice The user on the left uses the main navigation and doesn’t notice the big blue buttons
    86. 89. Looking for advice While the user on the right skips the main navigation and tends to focus on the buttons and images
    87. 90. Looking for advice We used this information to refine our designs
    88. 91. Looking for advice To ensure that the multiple routes to information are easily found by the various user types
    89. 92. Usability for lead generation
    90. 93. Original version Impact Vs Content?
    91. 94. Test version A Which test won?
    92. 95. Original v Test version A - RESULTS + 9% Which test won?
    93. 96. 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?
    94. 97. Buttons, don’t you just love ‘em! Use button size, style and colour to focus the user and increase conversions
    95. 98. Test version A Which test won?
    96. 99. Test version B Which test won?
    97. 100. How do Ultralase do this?
    98. 101. Who What Why Lets do it How do Ultralase do this?
    99. 102. Test version A v Test version B - RESULTS + 66% Which test won?
    100. 103. <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
    101. 104. The use of usability… Understand users Inform design Eliminate problems Improve service & profitability Reach more people
    102. 105. Thank you. Questions?
    103. 106. 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
    104. 107. Usability articles, Case studies, resources & best practice available here: PRWD http :// blog.prwd.co.uk/usability/UX101 Sigma http:// www.wearesigma.com/blog

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