An overview of starting points for an effectively classifieds experience (from 2012)

1. Power to the User!
Joost Wolzak | 12 December 2012

2. About me
• 13 years experience in UEX research & design
• Living in Cape Town
• Currently Head of UEX @ OLX
• Previously UEX guy @ Marktplaats.nl
– Mobile site & apps UEX
– New Marktplaats UEX (just launched)
– Connectivity (between buyers and sellers)
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Power to the User

4. Power to the User
• Make a great first impression
• Make it look easy to use
• Offer possibilities, not tasks
• Help people find the unexpected
• ONE BIG FAT PUSH BUTTON
• Say ‘goodbye’ to ‘goodbye’
• [Secret]
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5. • I will show you 3 screens quickly
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9. • What did you see?
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10. • Now have a look at 2 banner campaigns
• What are they about?
3. Speaks its power
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13. • What did you see?
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14. Scene gist (Mary Potter, 1976)
You have 1/20th of a second to make a
great first impression
• Use instantly recognisable images (ads)
• Make sure you use the right colours
–blog.kissmetrics.com
–www.mariaclaudiacortes.com
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15. • Now have a look at 2 home pages
• What are they about?
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16. OLX
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18. • What did you see?
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20. Subito
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21. Power to the people
• Make a great first impression
• Make it look easy to use
• Offer possibilities, not tasks
• Help people find the unexpected
• ONE BIG FAT PUSH BUTTON
• Say ‘goodbye’ to goodbye
• [Secret]
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24. Inattentional blindness (Simons & Chabris, 1999)
Grouping & white space Optimise for viewing direction
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We can only focus on so many things at the same time

25. Design for 16:9
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26. Power to the people
• Make a great first impression
• Make it look easy to use
• Offer possibilities, not tasks
• Help people find the unexpected
• ONE BIG FAT PUSH BUTTON
• Say ‘goodbye’ to goodbye
• [Secret]
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27. It’s not only about this situation
anymore
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28. Design for highly variable contexts
A
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29. Design for highly variable contexts
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30. Design for highly variable contexts
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31. How does their usage differ?
PC users Mobile users
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34. • Tasks are about completion
• Possibilities are interactions that accrue over time…
• … or facilitate exploration…
Offer possibilities, not tasks
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35. Design for interruptions and partial
attention: Snorkeling, not deep diving
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36. Offer pebbles instead of boulders
From WYSIWYG to WYDIWYG
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37. Reveal your possibilities gradually
Nested Doll Pattern
Browse, search > going deep
Hub & Spoke Pattern
Airports & Item pages
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38. Reveal your possibilities gradually
Bento Box
Japanese Lunch boxes, Ipad apps
Filtered view pattern
Different views on same content
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39. Task
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40. Possibility
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41. Task
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42. Possibility
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43. Task?
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44. Gradual engagement
• Reversing the order of the form increased
replies by 10%
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45. Gradual engagement
In 2010 Twitter boosted their sign up conversion by 29%
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46. Task
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47. Possibility
• Linked in profile completion
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48. Get abundance quick, ensure
quality later
MIH Classifieds Training 12/12/12 48http://share.axure.com/NFEGCF/

49. 3. Speak your power
• Make a great first impression
• Make it look easy to use
• Offer possibilities, not tasks
• Help people find the unexpected
• Say ‘goodbye’ to goodbye
• ONE BIG FAT PUSH BUTTON
• [Secret]
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50. Don’t put blinkers on your users
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51. Allow serendipity
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52. Help people find the unexpected
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53. Which one are you?
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54. Which one are you?
IKEA Walmart
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55. Ensuring abundance
• In categories, locations & filters
• Reduce # of options available to the user
• Default ‘title & description’
• Inspire by offering similar ads
• More…
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56. Ensuring abundance
Users who select their area code do 21 pages per visit
against an average of 6 page views.
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57. 3. Speak your power
• Make a great first impression
• Make it look easy to use
• Offer possibilities, not tasks
• Help people find the unexpected
• Say ‘goodbye’ to goodbye
• ONE BIG FAT PUSH BUTTON
• [secret]
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58. Say ‘goodbye’ to goodbye
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59. User is never ‘done’
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61. Quikr post reply
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62. Seamlessly help them to re-engage
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63. Finish your ad later
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64. Design for the network effect
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65. 3. Speak your power
• Make a great first impression
• Make it look easy to use
• Offer possibilities, not tasks
• Help people find the unexpected
• Say ‘goodbye’ to goodbye
• ONE BIG FAT PUSH BUTTON
• [secret]
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66. ONE BIG FAT PUSH BUTTON
“ Force yourself to
design every page with
one and only one
primary objective.
That’s the banana.
Make it big. Make it
blue (or red). Make it
obvious.”
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67. Good or bad?
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68. GOOD or BAD?
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69. Which one is better?
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70. Which one is better?
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71. 3. Speak your power
• Make a great first impression
• Make it look easy to use
• Offer possibilities, not tasks
• Help people find the unexpected
• Say ‘goodbye’ to goodbye
• ONE BIG FAT PUSHING BUTTON
• [secret]
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72. What do your users want?
• Map their mental model
– MOST important reason to do user research!
– But you can also DIY: Storyboarding
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73. 2. Create a happy story about your users
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74. 1. Create a happy user story
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75. 2. Write down user needs
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76. Others opinion
3rd parties
• What does Autoweek say?
• Did it appear on Top Gear?
• Is this a cool car?
• How is this car reviewed?
• What are the good/bad things
about this car?
• Is this car/brand popular?
• Why should I buy this car?
Other peoples
opinion
• Does this car look fancy?
• What do my friends think?
• What do other people think?
• What do current and previous
owners think?
• I need help from someone
knowledgeable.
Uniqueness
USPs
• Does the car have damage?
• Which guarantee does the car
offer?
• Is this the face lifted model?
• What makes this car unique?
• What are the USP’s?
• What is the service history?
• What is the history of this car?
• I don’t want to scroll up/down to
check details with visible facts.
• I need to see the car from all angels
– I don’t like surprises.
Comparison
- price
• How does the price relate to my
result set?
• How much room to negotiate?
• How does this price relate to the
same cars given the mileage?
• Where in the price range is it?
• How much do I save compared to
buying new?
• Is this at good deal compared to
similar cars?
• I don’t know anything about prices.
Is this ok?
• What is a good deal?
• Is the color blue a nice blue color?
• How does the price/km/year ratio
look like for this car?
• I need to compare details with my
own car
• How can I save this car easily (and
compare it with other cars later?)
• How many similar cars are there on
MP?
• What are the USPs of this car
compared to my result set?
• What are the attributes of this car
that other cars in my result set also
have?
Comparison
against other
ads
High level
summary /
guidance
• Is it a durable car?
• Is this a good car for me and my
family
• Is it a safe car?
• Is this a green car?
• Is it a fast car?
• I need a scale to measure against
Seller - TnS
• Can I trust seller?
• How far away is the seller?
• Is the seller a professional?
• What guarantee does the seller
offer?
• Is the mileage correct?
• I need to be sure that the details
are ok and checked / trusted
Total cost of
ownership
• What is the cost of driving this car?
• How much does this car cost to
own per month?
• Is this car cheaper to own than
other cars in my result set?
• Is this car cheaper/more expensive
to own than my current car?
• Is it expensive to maintain?
• Can I afford this car?
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77. The Marshmallow Challenge
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78. • Work with your group
• Build the highest tower
• Put the marshmallow on top
• 18 minutes
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79. CEOs
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80. Students
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81. Kindergarten kids
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Who Performs Best?

83. Kindergarten kids
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84. Why?
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86. Prototype till you die!
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87. Wrap up
• What are your key conclusions??
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88. Now Forget Everything I Said
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89. Questions?
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