Who is coming to your website and why?


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Cath Baillie, Oxfam GB
Web effectiveness workshop

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  • Its expensive. Right?And your designers know what they are doing. Right?
  • Well someone designed this.Watchsomeone using this door – then redesign it from what you learned
  • Which of these is easier to use?Why?
  • If you have to write instructions, you’ve probably designed it wrong.So that’s the CAN DO part. But what about WILL DO or WANT TO
  • Who has one of these? (count) and who loves it? (count)
  • How many of you also loved it when you had one of these? (count)These phones allowed you to text, phone, maybe even take pictures and use maps – but they weren’t fun to use. They were usable (well, reasonably – you might have to read the manual!) but they weren’t enjoyable.
  • My 12 year old daughter and my Dad both want new phones for Xmas. Which one do you think my daughter would like? Which one do you think my Dad would like?In this case they BOTH want the smartphone. Know your audience.So UCD helps us design products that people CAN use and WANT to use
  • So here’s a slide from the company Oxfam uses for user centred design activities. There are a lot of methods and techniques available to help you – and they aren’t all expensive!
  • When you think about how your customers feel put it in the context of a different charity. We are completely unrealistic about how interesting/pivotal we are to our supporters lives.Find out what your market insight team already know. Understanding what motivates your customers/supporters is essential to building a good web experience.Total cost: £0 (using free plan from surveymonkey)
  • Personas are pen portraits of a customer. They aren’t real people but they are EVIDENCE BASED. They represent a group of your customers and provide something concrete that designers can work to.
  • You can do this by looking at your analytics. Where are people coming from? On what devices? What paths do they take through your website? Then look at your personas for opportunities to drive traffic. What are your customer touch points? Where should you be placing digital content?
  • It sounds complicated but its actually very easy and actually pretty fun to do. Start with your personas.Where might she/he experience Oxfam? Shop windows?TV advertNews (for emergency appeal – awareness of need)Where does she spend time digitally?MumsnetFacebook mobileYahooMake sure you’re putting content where she can see it, and giving her a reason and a way to access your website.And when your campaigners or marketeers asks you to put content on the website ask them HOW they are going to drive supporters to the content.
  • Information architecture is how you organise your content. Why do you need to understand your site visitors mental models? Well how many of you would expect to find Cat Litter and Tampons in the same aisle?If you don’t understand your visitors mental models then your website is likely to represent the teams inside your head office and do little to help your site visitors either FIND what they want or DO MORE than they intended (always provide an onward journey)
  • Keep it simple: look at your analytics. What pages do visitors currently enter and exit your website on and how do people move through your current website(side note: think about cutting the 80% of content that no-one is using)
  • Get your supporters to help you organise your website.Manual card sorting: 3 packs of post it notes (£2.50 from Staples) and a few friends (who match the target audience of your website)Online card sorting: OptimalSort $109/month (emailed to existing supporters)A free plan is available!
  • And test it:Treejack $109/monthA free plan is available!
  • It’s much cheaper to test BEFORE you build. You can start with low fidelity sketches and move all the way through to prototype testing with eye tracking
  • Read the book (£17.49), sketch the page, buy a packet of biscuits (43p) and get a few friends to look at your sketches (again friends/acquaintances who match your target audience).Total cost: £17.92Test your prototypes in context of screen size
  • If you can afford it, get the experts involved and use eye tracking. Subtle changes to a webpage design or image used can radically change where visitors attention is focused. Ballpark cost £5-£10k.
  • The washing machine cycle – keep testing, keep designing, keep learningWe run a programme of continuous optimisation using multivariate testing (we use visual website optimiser, but many similar software packages exist), which has led to continuous uplift in conversion rates. It pays for itself many times over!
  • £0 getting to know our customers (using existing inhouse research, freely available best practice and charity research and a free plan for an online survey tool)A pack of post-it notes for card sorting (£2.50)Free online card sorting and tree testing (or $218 for a one month licence)A book and some bourbon biscuits for user testing (£17.92 or up to £10k for professional testing)A licence for a multivariate testing tool $49/month (there is a free one month trial)
  • Who is coming to your website and why?

    1. 1. Who is coming to your website and why? Creating web experiences that visitors can use and want to use Dr Cath Baillie, Head of User Experience, Oxfam GB
    2. 2. What’s the point of User Centred Design?
    3. 3. UCD on a shoestring
    4. 4. Techniques
    5. 5. Keep it simple: What motivates them?
    6. 6. • What can your market insight team tell you about your customers? • Read industry research e.g. https://www.cafonline.org/pdf/1190H_PartyConf_MindTheGap.pdf • Free webinars e.g. The Psychology of Online Giving, 11th December 2013, 11:00am - 11:30am (UK time) • Read best practice guides e.g. http://www.nomensa.com/insights/creating-perfect-donationexperience • Talk to a handful of your supporters and friends • Email a survey out
    7. 7. Develop personas
    8. 8. Keep it simple: How and why would they come to your website?
    9. 9. Where might she experience Oxfam in the real world? And where does she spend time online – make sure you’re there!
    10. 10. Keep it simple: Where do they expect to find things
    11. 11. Keep it simple: Understanding your customers mental models Look at your analytics!!
    12. 12. Develop your IA
    13. 13. And test it
    14. 14. Keep it simple: Can they use it
    15. 15. Home-made user testing
    16. 16. Professional user testing
    17. 17. So how much have we spent?
    18. 18. References & Online Resources http://www.usability.gov/how-to-and-tools/methods/index.html http://webarchive.nationalarchives.gov.uk/20100428141142/usabilit y.coi.gov.uk/ http://www.nomensa.com/insights/creating-perfect-donationexperience https://www.cafonline.org/pdf/1190H_PartyConf_MindTheGap.pdf
    19. 19. Thank you Dr Cath Baillie cbaillie@oxfam.org.uk