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The 7 Most Common Usability Issues

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Remote UX Research Videos of real people interacting with your brand, regardless of device or location.
68% Rockefeller Corporation of users give up because they 
 think you don’t care about them.
Beware of Multi Level Lesson one
Poorly organized information • Hover tunnels = early collapsing • Inconsistent triggers
Multi Level Navs • Don’t rely on the back button • Labels help • Remember context
Links should look like Lesson two
Navigating through a site shouldn’t be a process of trial and error. Links
Links • Difficult to discern what is or is not a link • Missing click history • Inconsistent link styling in the same view
More payment options Lesson three
UX Archive
Payment options • Optimize existing checkout flows • Implement a virtual wallet • Don’t forget trust
Not all icons are Lesson four
Drag or expand? http://www.exquisitetweets.com/collection/lukew/2919
http://www.exquisitetweets.com/collection/lukew/2919
Icons • Consider context • Use tooltips • Try your designs out with real users
Consistency is one of the most powerful usability principles: when things always behave the same, users don’t have to worry about what will happen. Instead, they know what will happen based on earlier experience. ” “ Jakob Nielsen
 User Advocate and principal of the Nielsen Norman Group
Social security matters Lesson five So does copy!
Social privacy matters Lesson five
Social privacy • Be transparent • Make your privacy policy accessible • Look for serendipitous moments of interaction
Advertising lacks Lesson six
Consistent copy and images • Continue the conversation from ad to landing page • Keep the messages simple • Work with marketing or advertising teams
Categorization is Lesson seven
There’s no perfect way to categorize pages or products (but there’s a right way to do it). Categorization
Focus on building intuitive experiences
A mental model is what the user believes about the system at hand. ” “ Jakob Nielsen
 User Advocate and principal of the Nielsen Norman Group
Learn from your users • Improve mental models • Add cross-references • Solve for your primary audience(s) • Make sure your search works Categorization
Multi-level navs aren’t user friendly Mega menus and clickable menus help create a better experience for your users. Links should look like links Tried and true link conventions from the early days of the web are still the most effective ways to format your links. Consider more payment options Virtual wallet services are a great way to make checking out easier and more secure. Not all icons are universal Test users for comprehension and use tool tips to describe your most important icons.

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The 7 Most Common Usability Issues

  1. 1. Stef Miller, Marketer at User Testing The 7 Most Common Usability Issues
  2. 2. @ThueLMadsen Join the conversation on Twi er #KISSwebinar
  3. 3. Stef Miller - User Testing - @supahstef Stef Miller is a marketer at UserTesting, where she spends most of her time connecting people with content. Miller has worked for global corporations and teeny tiny studios, and believes that true happiness comes from collaborating with creative people to make awesome things happen. Your presenter
  4. 4. @supahstef Join the conversation on Twi er #KISSwebinar
  5. 5. WATCH WEBINAR RECORDING NOW
  6. 6. Remote UX Research Videos of real people interacting with your brand, regardless of device or location.
  7. 7. Remote UX Research Diverse'Panel'! Screen'Recorders! Cloud'Pla3orm'! Support'Services!
  8. 8. 68% Rockefeller Corporation of users give up because they 
 think you don’t care about them.
  9. 9. Beware of Multi Level Lesson one
  10. 10. Multi Level Navs • Poorly organized information • Hover tunnels = early collapsing • Inconsistent triggers
  11. 11. Multi Level Navs • Don’t rely on the back button • Labels help • Remember context
  12. 12. Links should look like Lesson two
  13. 13. Navigating  through  a  site  shouldn’t  be  a   process  of  trial  and  error.   Links
  14. 14. Links • Difficult to discern what is or is not a link • Missing click history • Inconsistent link styling in the same view
  15. 15. More payment options Lesson three
  16. 16. UX Archive
  17. 17. Payment options • Optimize existing checkout flows • Implement a virtual wallet • Don’t forget trust
  18. 18. Not all icons are Lesson four
  19. 19. Drag or expand? http://www.exquisitetweets.com/collection/lukew/2919
  20. 20. http://www.exquisitetweets.com/collection/lukew/2919
  21. 21. Icons • Consider context • Use tooltips • Try your designs out with real users
  22. 22. Consistency is one of the most powerful usability principles: when things always behave the same, users don’t have to worry about what will happen. Instead, they know what will happen based on earlier experience. ” “ Jakob Nielsen
 User Advocate and principal of the Nielsen Norman Group
  23. 23. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  24. 24. S Social security matters Lesson five So  does  copy!
  25. 25. Social privacy matters Lesson five
  26. 26. Social privacy • Be transparent • Make your privacy policy accessible • Look for serendipitous moments of interaction
  27. 27. Advertising lacks Lesson six
  28. 28. Advertising • Consistent copy and images • Continue the conversation from ad to landing page • Keep the messages simple • Work with marketing or advertising teams
  29. 29. Categorization is Lesson seven
  30. 30. There’s  no  perfect  way  to  categorize  pages   or  products  (but  there’s  a  right  way  to  do  it). Categorization
  31. 31. Focus on building intuitive experiences
  32. 32. A mental model is what the user believes about the system at hand. ” “ Jakob Nielsen
 User Advocate and principal of the Nielsen Norman Group
  33. 33. • Learn from your users • Improve mental models • Add cross-references • Solve for your primary audience(s) • Make sure your search works Categorization
  34. 34. What next?
  35. 35. Multi-­‐level  navs  aren’t  user  friendly   Mega  menus  and  clickable  menus  help  create  a   better  experience  for  your  users.   Links  should  look  like  links     Tried  and  true  link  conventions  from  the  early   days  of  the  web  are  still  the  most  effective  ways   to  format  your  links.   Consider  more  payment  options   Virtual  wallet  services  are  a  great  way  to  make   checking  out  easier  and  more  secure.   Not  all  icons  are  universal   Test  users  for  comprehension  and  use  tool  tips   to  describe  your  most  important  icons.   Social  privacy  concerns     Always  be  transparent  with  how  you'll  be  using   your  user  information.   Ads  should  be  consistent  with   landing  pages     Maintain  the  theme  from  your  ads  to  your   landing  pages  and  continue  the  conversation   that  brought  users  to  your  page.   There’s  no  perfect  way  to  categorize   pages  or  products     Test  your  internal  search  and  use  card  sorting  to   find  the  categories  that  work  best  for  your   customers.
  36. 36. Research Design Build Optimize
  37. 37. Get  a  5-­‐minute  video  of  a  real  person  using  your  site  or  app.   peek.usertesting.com
  38. 38. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
  39. 39. Questions? Stef Miller Marketer User Testing @supahstef Thue Madsen Marketing Operations KISSmetrics @thuelmadsen
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Remote UX Research Videos of real people interacting with your brand, regardless of device or location. 68% Rockefeller Corporation of users give up because they 
 think you don’t care about them. Beware of Multi Level Lesson one Poorly organized information • Hover tunnels = early collapsing • Inconsistent triggers Multi Level Navs • Don’t rely on the back button • Labels help • Remember context Links should look like Lesson two Navigating through a site shouldn’t be a process of trial and error. Links Links • Difficult to discern what is or is not a link • Missing click history • Inconsistent link styling in the same view More payment options Lesson three UX Archive Payment options • Optimize existing checkout flows • Implement a virtual wallet • Don’t forget trust Not all icons are Lesson four Drag or expand? http://www.exquisitetweets.com/collection/lukew/2919 http://www.exquisitetweets.com/collection/lukew/2919 Icons • Consider context • Use tooltips • Try your designs out with real users Consistency is one of the most powerful usability principles: when things always behave the same, users don’t have to worry about what will happen. Instead, they know what will happen based on earlier experience. ” “ Jakob Nielsen
 User Advocate and principal of the Nielsen Norman Group Social security matters Lesson five So does copy! Social privacy matters Lesson five Social privacy • Be transparent • Make your privacy policy accessible • Look for serendipitous moments of interaction Advertising lacks Lesson six Consistent copy and images • Continue the conversation from ad to landing page • Keep the messages simple • Work with marketing or advertising teams Categorization is Lesson seven There’s no perfect way to categorize pages or products (but there’s a right way to do it). Categorization Focus on building intuitive experiences A mental model is what the user believes about the system at hand. ” “ Jakob Nielsen
 User Advocate and principal of the Nielsen Norman Group Learn from your users • Improve mental models • Add cross-references • Solve for your primary audience(s) • Make sure your search works Categorization Multi-level navs aren’t user friendly Mega menus and clickable menus help create a better experience for your users. Links should look like links Tried and true link conventions from the early days of the web are still the most effective ways to format your links. Consider more payment options Virtual wallet services are a great way to make checking out easier and more secure. Not all icons are universal Test users for comprehension and use tool tips to describe your most important icons.

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