How do we create great user experiences?

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“How do we create great user experiences through web design and research”

Presented on Wordcamp 2013, january 26th.

Published in: Technology
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How do we create great user experiences?

  1. 1. How do we creategreat user experiences? Jan Hagen, Wordcamp 2013
  2. 2. ELEMENTS OF SUCCESS Its always a mixture «People want us to give hard and fast rules: Don`t show more than X menu items; dont write more than Y words per page; nothing should be more than Z clicks away from the homepage. Qualitative Unfortunately, UI design doesn`t work that way. Usability questions seldom have a single answer. Rather, they are qualitative issues that specify the direction and nature of inevitable design trade-offs» Quantitative Jacob Nielsen Research2 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  3. 3. RESEARCH EXPERIENCE Copywriting and Qualitative OCA web analysis •Field Studies Usability •Focus groups •19x4h training camps engineering •Interviews •1+ testing group each week 2009 2010 2011 2012 2013 International cases User patterns •Sony, Hotels, Ducati etc. •Tracked 2,5 million •Video tracking3 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  4. 4. WHAT I`VE LEARNED People don`t wait Never assume. People read. There is no person in the world that Always test your ideas! Never There is no such thing that is willing to wait for information if assume that people think and people don`t read anymore. they can get it elsewhere quicker. act the way you do. However, how they consume text with technology has Examples: Loading time, text, image definately changed a lot. psychology and navigation is time sensitive.4 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  5. 5. CURRENT WORKFLOW Webanalysis Traffic, internal/external Quantitative search, geographic, analysis demographic and conversions. Profiling, Heatmapping, Overlays, Scrollmapping and time-task-analysis. Qualitative Card sorting, Interviews, Architecture validation (task analysis), Design and wireframe test.5 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  6. 6. NUMBERSAND STUFF
  7. 7. WHY DO PEOPLE LEAVE? 5 % Behavior Result 4 % Looking at first page 1 min 42 sec 12% 3 % Final webpage 2 min 34 sec 2 % Interior pages vs homepage 32 sec VS 25 sec Competitor visits per.task 3 in avg. 1 % Time is critical, give people answers! - Focus on intent without content stuffing 0 % SECONDS 20.s 40.s 60 80 100 1207 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  8. 8. IS THE «FOLD» REAL? Almost 80% of the time is spent People above the fold. scroll, but Pages are scrolled 70% of the time spend less time. People scroll pages with predictable content (wikipedia, news, booking engines etc.)8 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  9. 9. RESEARCH NAVIGATION Research architecture validation, with card sorting and users tasks. Do an internal and external keyword analysis - remove internal jargon Drop mouseovers and make headings and pictures clickable. Make the navigation stand out if you want a high successrate.9 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  10. 10. PREDICTING NEXT STEP10 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  11. 11. CONCEPT VIDEOS People visit 2-3 competing sites before making decitions, don`t let videos be the only option of informational gathering. Large concept explainations are seldom the best way to go about it. Videos are great for advanced illustration where you show features that is hard to explain with pictures/infographs.11 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  12. 12. IGNORED ELEMENTS Social boxes Ads Stock photos12 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  13. 13. SLIDERS AND GALLERIES Work Work Footer (fail) 50% of clicks13 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
  14. 14. SAY WHAT ACTION?
  15. 15. CALL ME MAYBE Jan Hagen Senior consultant jan@metronet.no +47 452 88 53315 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN

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