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Usability fail-20102011

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#UsabilityFail - Stop wasting your Marketing Budget on Bad Usability and the Golden rules of usability

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Usability fail-20102011

  1. 1. #UsabilityFailStop wasting your MarketingBudget on Bad Usability#PrecSemDarren Amer
  2. 2. Announced on train:“Please use yellow button to flush the toilet.Not red as that will stop the train”.Train stopped.#UsabilityFail
  3. 3. Usability vs. User Experience
  4. 4. User experienceIt starts by being useful... DesirabilityFunctionally people must Usabilitybe able to use it... UtilityThe way it looks must bepleasing... “Is the product useful to me” “I can easily use it”The overall experience “I like the way it looks and feels” “I like the product”Executing well on all of these areas creates a positive user experience.Research and testing is needed for each.
  5. 5. More than two thirds of companies(68%) recognise a strong link betweenlong-term business performance andcustomer experience.Econsultancy Multichannel Customer Experience Report, 2010http://econsultancy.com/uk/reports/multichannel-customer-experience-report
  6. 6. Quick straw poll:Hands up if you have a digitalmarketing budget
  7. 7. Quick straw poll:Keep your hands up if you alsohave a usability or user experiencebudget
  8. 8. Quick straw poll:Keep your hands up if yourusability budget is the same ormore than your digital marketingbudget
  9. 9. ― Pay Per Click paid advertising― Referrals from groomed sites― Engaging Social Media― Mobile sites & mobile apps developed― SEO Landing pages optimised
  10. 10. ...and it’s a utterwaste if they failto convert
  11. 11. Is attracting people to the siteinherently more effective thanconverting people on the site?
  12. 12. ConversionsThe funnel isgetting fed but thewastage is high
  13. 13. Doubling Conversions = 3,455 extra visitors ---- or ----53 extra conversions
  14. 14. Put another way, do you want to:Increase non-converting (bad?) experience to 6,804 ---- or ---- Decrease the non-converting (bad?) experiences?
  15. 15. Is bad usability hurting your brand?
  16. 16. “Online ad spending set to hit $50Bin 2015” – eMarketer, 2011
  17. 17. But it can still all be ruined by poor usability and experience
  18. 18. How do you measurethe value of usability?
  19. 19. Spend 10% = Improve 83%Jakob Nielsen
  20. 20. Why usability failsJakob Nielsen
  21. 21. Why usability fails 1. Lack of consistency 2. Lack of clear navigation to common goals 3. Lack of orientation in the process 4. Lack of error handling 5. A lack of clear closure 6. No easy reversal of actions 7. Lack of control 8. Content is unclear and hard to read 9. Too much information/memory required to perform an action…Jakob Nielsen WHY?
  22. 22. Examples:
  23. 23. The University of Texas at AustinHow NOT to present a campus map http://bit.ly/eJOh8e(Expand) Sheesh! #UsabilityFAIL
  24. 24. Usability FailTesting would have foundthis out...?
  25. 25. Testing would have found this out...?
  26. 26. Customer/user research would have foundthis out
  27. 27. End-to-end testing would have found thisout
  28. 28. End-to-end testing would have found thisout
  29. 29. Mental ModelFail
  30. 30. Common Sense Fail
  31. 31. Common Sense FailiTunes Legal Agreement:g. Blah blah blah...You also agree that you will not use these products for blah blahblah... the development, design, manufacture, or production ofnuclear, missiles, or chemical or biological weapons.
  32. 32. So... How big is the wastage?How can you measure it?
  33. 33. 1. Use your analytics
  34. 34. Check your Bounce Rates
  35. 35. Check your Unexpected Exit pages
  36. 36. 1. Use your analytics2. Use DIY usability methods
  37. 37. DIY usability methods― Brainstorm analytic findings― Heuristic evaluation [Good usability rules of thumb]― Conduct a [short] user survey― Ask your customer services― Track customer complaints (inc. on social media)― Ask a [non-technical] colleague to do a task― Assess site against your market/competitors― Check how your site works without CSS― Check what the experience is like on a mobile phone― REMEMBER: You are not “normal” – you know too much
  38. 38. 1. Use your analytics2. Use DIY usability methods3. Commission a professional usability study
  39. 39. “Ethnographic” and“diary” studies
  40. 40. What does it cost?
  41. 41. So We’ve measured the problem We understand the range of techniques that could be used We get what the trade off is between effort and resultsNow, who is going to own this?
  42. 42. Attracting people to the site MarketingMaking the IT Web Team Manage sitesite work Services / Products Delivering what people do on the site
  43. 43. Attracting people to the site MarketingMaking the IT Usability Web Team Manage sitesite work Services / Products Delivering what people do on the site
  44. 44. Spend 10% = improve 83%
  45. 45. So, let’s hear from you:Increase visits to Improving usability increase to improve conversions conversions
  46. 46. An introduction toPrecedent#PrecSem
  47. 47. 80+ experts Hearty Home Cooking Cookbook strategy & research branding & communications user centred design development & hosting content & publishing
  48. 48. 21 years experience quality stability loyalty results
  49. 49. 5 locations London Edinburgh Cardiff Perth, Australia Melbourne, Australia
  50. 50. 5 sectors finance education membership organisations health third sector
  51. 51. Find our Precedent group and follow us onon LinkedIn for a chance twitter.com/Precedentcommsto find out more about for Precedent news, seminarour info and general observationsseminars, network, shareideas and quiz thePrecedent team on #PrecSemseminar issues and more!
  52. 52. UsabilityThe golden rules#PrecSemMark Russell and Darren Amer20 October 2011
  53. 53. The golden rules1. Users2. Interactions3. Accessibility4. Content5. Consistency6. Strategy
  54. 54. 1. Users
  55. 55. You are not the user. Neither is yourboss• What do they want to do?• What do you want them to do?• What barriers do they face?
  56. 56. The bad
  57. 57. What you can do
  58. 58. Persona 4: Alumni “I keep an eye on upcoming events and research my old friends at the University are doing. News feeds are important as I’m a busy man” Dr Alan Mackintosh, GP, 40 Key tasks Web usage • Alan is a busy man with little free time between work and family life. He subscribes to updates from alumni relations Access to other information platforms and the events section of the site to keep up to date with new information Use of your website • He keeps an eye on upcoming events and lectures, trying to find time to attend one or two a year Strength of relationship with you • He finds and keeps in touch with other alumni though the website and especially enjoys reunions when they are arranged Alan is a GP, living in Hertford, Herts, with his wife Alana and • Research is another important area , keeping him up to their two small children; Isla 9, and Hamish 7. Alana is date in his own area of expertise. Some old friends from his pregnant, so there will soon be yet another addition to the student days are now work at the University, and he is family. After Alan graduated his first job was in Scotland, always interested in reading work they publish after which he moved to Cambridge for his GP training. His main interests are art history and photography, but he also You would like to promote enjoys bird watching, playing golf, art galleries, theatre, music • Alumni benefits and networking events/opportunities and the pub - Alan is a big fan of real ale. He is not politically • Upcoming events and seminars particularly alumni events active, but he supports the coalition government. and those related to medicine He accesses the internet both from his PC at work and at home using his laptop and his new iPad. Websites he visits are • New research that’s being carried out Flickr, the Independent, Amazon, eBay, Waitrose, Expedia, • News feeds, so that Alan can subscribe Wikipedia and Art. His parents live in Edinburgh so he is still • How, when and where alumni can donate to the University in touch with the area and the local community. He has an interest in distance learning.
  59. 59. The good
  60. 60. The takeaway
  61. 61. 1. You are not the user. Neither is your boss 2. Interactions
  62. 62. The bad
  63. 63. What you can do
  64. 64. Forms and errors• Labelling with explanations where required• Mark mandatory fields clearly• If it’s not required, why ask for it?• Let the computer handle errors• Validate inline• Informative error messages• Clear calls to action• Surrounding visual elements can support or impair different aspects of user behaviour.
  65. 65. The good
  66. 66. The takeaway
  67. 67. 3. Accessibility
  68. 68. It’s more than just disabled users• Always remember users with physicaland cognitive disabilities• Also consider technological andcultural differences
  69. 69. What you can do
  70. 70. Culture, Language and UX ! The Arabic Palestinian Abu Karim Muhammad al-Jamil ibn Nidal ibn Abdulaziz al- Filistini Son of Abdulaziz Father of Muhammad The beautiful Son of Nidal Karim (Given name)
  71. 71. Culture, Language and UX !
  72. 72. Culture, Language and UX !
  73. 73. The takeaway
  74. 74. 4. Content
  75. 75. The bad
  76. 76. What is poor content?• Not getting to the point• Not breaking up pages• Using the wrong language
  77. 77. TediouswaffleThe badWriting for the webcan be a dauntingprocess for a lot ofpeople. You’ll noticethe same threemistakes tend crop uptime and time again.
  78. 78. Shout out whatwould make thisbetter?
  79. 79. To the Tedious point waffle The 3 most common Writing for the web web writing mistakes can be a dauntingare: ignoring the needs process for a lot of of your people. You’ll notice audiences, taking too the same three long to make a mistakes tend crop up point, and using too time and time again. much text.
  80. 80. Hours to readPage TitleThis is some text. This is some moretext. This is some text. This is somemore text. This is some text. This issome more text. This is some text. Thisis some more text. This is some text.This is some more text. This is sometext. This is some more text. This issome text. This is some more text. Thisis some text. This is some more text.This is some text. This is some moretext. This is some text. This is somemore text. This is some text. This issome more text. This is some text. Thisis some more text. This is some text.This is some more text. This is sometext. This is some more text. This issome text. This is some more text. Thisis some text.
  81. 81. Shout out whatwould make thisbetter?
  82. 82. Hours to Easy to read readPage Title Page TitleThis is some text. This is some more This is some text. This is some moretext. This is some text. This is some text. This is some text. This is somemore text. This is some text. This is more text.some more text. This is some text. Thisis some more text. This is some text. SubheadingThis is some more text. This is some This is some text. This is some moretext. This is some more text. This is text. This is some text. This is somesome text. This is some more text. This more text.is some text. This is some more text.This is some text. This is some more Another subheadingtext. This is some text. This is some This is some text. This is some moremore text. This is some text. This is text. This is some text.some more text. This is some text. Thisis some more text. This is some text. Subheading the thirdThis is some more text. This is sometext. This is some more text. This is • List item 1some text. This is some more text. This • Another list itemis some text. • And one more
  83. 83. The good
  84. 84. The takeaway
  85. 85. HeadingsPage summary Information the user must haveHighlighted content for your page to be successful What you can doMain content Additional helpful informationDeeper content In-depth &Links to further reading detailed Bin
  86. 86. 5. Consistency
  87. 87. Gently hold your user’s hand• Users learn from other sites• Don’t make them think• Visual and linguistic cues make a huge difference
  88. 88. The bad
  89. 89. What you can do
  90. 90. The good
  91. 91. The takeaway
  92. 92. 6. Strategy
  93. 93. How does your websitealign to your corebusiness objectives?
  94. 94. Define your keyperformance indictorsbased on your goals andmeasure them
  95. 95. Business objective Goal KPI1 2 3
  96. 96. Business objective Goal KPI1 2 3 Increase customers Monthly sales/revenue Sell subscription packages for entertainment and Increase interest in Monthly unique visits communications products and services we Build good will with Provide news and be an Number of returning existing customers information resource visit Effective marketing Build a CRM Number of registrations
  97. 97. Remember the golden rules!1. Users2. Interactions3. Accessibility4. Content5. Consistency6. Strategy
  98. 98. Thank you!
  99. 99. @PrecedentComms#PrecSem#UsabilityFail

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