Principles of Web Usabilty II - Fall 2007

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Principles of Web Usabilty II - Fall 2007

  1. 1. Principles of Usability II Strategy and Des g for Web Sites gy sign Prese by ent Patrick Bieser Sr Preside Northwoods Software Sr., ent
  2. 2. Who am I? • Created hundreds of web sites • Search logs and web site statistics e • Usability studies • Usability books • Made mistakes • Studied best / most succ cessful sites • Mom and D d are web u M d Dad b users • User (just like you) March 14, 2007
  3. 3. Summary of Today s P Today’s Presentation • Lots of little things • McDonalds • Examples a p es • User behaviors • More examples M l • Usability testing • Fixes cost 75% less b before launch • No “right” way. It dep ds o g ay pe pends. October 16, 2006
  4. 4. If your web site is too hard to use… people wo use it. on’t October 16, 2006
  5. 5. Amazon s Amazon’s Four Things s 1. Powerful Search 2. Exhaustive Information n 3. 3 Clean 4. Simple Conversion October 16, 2006
  6. 6. Craig s Craig’s List – Three Th hings 1. 1 Instant ‘Get it Get it’ 2. Content is Navigation 3. 3 Simple Conversion October 16, 2006
  7. 7. Airlines Formula 1. Good Usability… 2. Leads to Conversions… 3. 3 Sell More, Save $$ More October 16, 2006
  8. 8. Users • Scan - they’re in a h they re hurry • Are goal-oriented • Get frustrated G t f t t d easily ily • Dislike choices that require thinking • Are easily disorienteed October 16, 2006
  9. 9. Aoccdrnig to a rschee earch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod a the olny are, are iprmoatnt tihng is tah the frist and lsat ht ltteer b at th rghit p l ltt be t the hit pclae. Tih i b Tihs is bcuseae the huamn mnid deos not raed ervey lteter s by istlef, but the wrod as a wlohe. d
  10. 10. Low home page entrance Large Trailing Tail
  11. 11. First 5 Seconds • Use S Search / Key App plication ( %) (50%) • Scan the home page and click (30%) p g ( ) • Mixed strategies (site map, etc.) (20%) October 16, 2006
  12. 12. Writing for the Web • Write to be scanned • One thought per paraagraph – especially on home pa age • Cut your words in half then cut again f • Use graphic accents t draw attention to – Not to show off your g y graphic skill • “Flytrap” your content t March 14, 2007
  13. 13. Web Page Tips • No marketing lingo or brands in navigation r • No “happy talk” or ins structions • Show – don’t tell! don t October 16, 2006
  14. 14. Home Page - I • Don’t make content lo like an Ad ook • Skip “Welcome!” mes ssages • Magic 7 • Group Corporate stuff ff – about us, stock price, contact us, jobs, etc. • Group Utilities p – search, site map, login etc. n, • Graphics: less is more e – 5% - 15% October 16, 2006
  15. 15. Home Page - II • Avoid navigation redu g undancyy – waste of space • Use conventions of poopular sites – search – site map – breadcrumbs – logo click takes you to Home Page u October 16, 2006
  16. 16. Summary of Lessons So Far s Key Ratios y • Content (Substance) 90% to Brand (Sizzle) 10% % • Conventions 75% to Cre eative 25% • Simplicity = Usability • Usability = Successful W Website
  17. 17. The Differences The purpose of non-web marketing b • Grab eyeballs • Create an impression • Build brand awareness • Drive conversions (i.e. go to your website) o The purpose of a website e • Offer intuitive and useful info ormation, without annoying or confusing your visitor, so they will reach a goal p g and conv g page vert.
  18. 18. Web Designers
  19. 19. Stereotypes of Key Inf fluencers Web Designers • Are not normal • They are p y power users • Don’t think / behave like our au udiences • Went to school to learn: visual design, branding and marketing for print TV radio print, TV, radio. • Not taught about the web • Hire to be creative and clever, not to follow conventions ,
  20. 20. Web Executives Designers
  21. 21. Stereotypes of Key Inf fluencers Directors / Executives • Have a skewed list of favorite w sites web • Want more “Sizzle” • Listen to well meaning people t they trust (who also have a skewed list of favorite web sites s) • Need to be patiently educated by credible sources
  22. 22. Web IT Executives Designers Professionals
  23. 23. Stereotypes of Key Inf fluencers IT Professionals • Web is a technology • Branding? Usability? Whatev ver…. • Tools, certifications, and integr ration needs • Need to have their web sensiti y p ivity patiently y increased by credible sources
  24. 24. Web IT Marketing Executives Designers Professionals Professionals
  25. 25. Stereotypes of Key Inf fluencers Marketing Types • Put too much emphasis on look and feel k • See the web as an extension o their branding initiatives of • Assume print and web are mos the same stly • Need to read ‘Don’t Make Me T Think’
  26. 26. Aim for sim mplicity The truth is…simp plicity is hard
  27. 27. Group Usa ability Study Can you find… u
  28. 28. October 16, 2006
  29. 29. Usability Methods • Card Sorting: –GGroup top and second navigation t d d i ti – Name them • C Current Sit t Site: – Ten tasks – T lk out loud Talk t l d – Tape it • P Paper P t t Prototype: – What would you click o on? • Look at web / search l logs • 80% of 80%
  30. 30. Usability Testing • Informal • Low cost and effective e • A few as 3-5 users As f 35
  31. 31. “It’s not the num mber of clicks... it s it’s how hard e each click is!” is! - Steve Krug g

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