Session conducted on Saturday, June 12, 2010, at Cisco Systems India Pvt. Ltd., Bangalore.

1. Usability and Persuasive Design
Usability
The Art of Writing
Mohan Krishnaraj, Head – User Experience Group, Wipro Technologies

2. Usability and Persuasive Design
Understanding Usability
Validate design decisions
Apply this understanding
during design activities
Understand the users
and their tasks

3. Usability and Persuasive Design
Usability and User Research – Why is it important
Does your site provide
an efficient & enjoyable
experience

4. Usability and Persuasive Design
Content Usability
Web writing is totally different to writing for printed matter.
General Guidelines
Use clear and simple language Avoid slang or jargon –
Use shorter words where possible
Avoid complex sentence structures
Limit each paragraph to one idea
Front-load content
Use descriptive sub-headings
Bolden important words
Use descriptive link text
Use lists

5. Usability and Persuasive Design
Content Usability
Web writing is totally different to writing for printed matter.
General Guidelines
Use clear and simple language
If you assign just one idea to each
paragraph site visitors can:
Limit each paragraph to one idea
Easily scan through
Front-load content each paragraph
Get the general gist
Use descriptive sub-headings of what the paragraph
is about
Bolden important words
Then move on to the
next paragraph
Use descriptive link text
Use lists

6. Usability and Persuasive Design
Content Usability
Web writing is totally different to writing for printed matter.
General Guidelines
Use clear and simple language
Limit each paragraph to one idea
Front-load content
Use descriptive sub-headings
Bolden important words
Use descriptive link text
Use lists
Front-loading content means putting the
conclusion first
Quickly scan through the opening sentence Instantly
understand what the paragraph is about Decide if they
want to read the rest of the paragraph or not

7. Usability and Persuasive Design
Content Usability
Web writing is totally different to writing for printed matter.
General Guidelines
Use clear and simple language
Limit each paragraph to one idea Breaking up text with descriptive sub-headings
allows site visitors to easily see what each section
of the page is about
Front-load content
Use descriptive sub-headings
Bolden important words
Use descriptive link text
Use lists

8. Usability and Persuasive Design
Content Usability
Web writing is totally different to writing for printed matter.
General Guidelines
Use clear and simple language Bolden two to three words which describe the
main point of the paragraph, and not words on
Limit each paragraph to one idea which you're placing emphasis
Front-load content
Use descriptive sub-headings
Bolden important words
Use descriptive link text
Use lists

9. Usability and Persuasive Design
Content Usability
Web writing is totally different to writing for printed matter.
General Guidelines
Use clear and simple language
Limit each paragraph to one idea
Front-load content
Use descriptive sub-headings
Bolden important words
Use descriptive link text
Use lists

10. Usability and Persuasive Design
Content Usability
Web writing is totally different to writing for printed matter.
General Guidelines
Use clear and simple language Lists are preferable
to long paragraphs
Limit each paragraph to one idea because they:
Front-load content Allow users to read the
information vertically
rather than horizontally
Use descriptive sub-headings
Are easier to scan
Bolden important words
Are less intimidating
Use descriptive link text
Use lists

11. Usability and Persuasive Design
Content Usability
What content attract
the attention of the
users
100% attention on
“Think Global”

12. Usability and Persuasive Design
Content Usability
Where do I find the
dealer location

13. Usability and Persuasive Design
Bad Design Examples

14. Usability and Persuasive Design
Bad Design Examples

15. Usability and Persuasive Design
Bad Design Examples

16. Usability and Persuasive Design
Bad Design Examples

17. Usability and Persuasive Design
Content Usability
What is Heuristics ?
• Heuristic is an adjective for experience-based techniques that
help in problem solving, learning and discovery.
• A heuristic method is particularly used to rapidly come to a
solution that is hoped to be close to the best possible answer,
or 'optimal solution'.
• Heuristics are "rules of thumb", educated guesses, intuitive
judgments or simply common sense.
• A Heuristic is a general way of solving a problem.
Jakob Nielson
Usability Guru
• Heuristics stand for strategies using readily accessible
information to control problem solving in human beings and
machines.

18. Usability and Persuasive Design
User Experience – Heuristic Principles
Visibility of
system status

19. Usability and Persuasive Design
User Experience – Heuristic Principles
Match between
System & real world

20. Usability and Persuasive Design
User Experience – Heuristic Principles
User Control and
Freedom

21. Usability and Persuasive Design
User Experience – Heuristic Principles
Flexibility &
Efficiency of use

22. Usability and Persuasive Design
User Experience – Heuristic Principles
Aesthetic &
Minimalist Design

23. Usability and Persuasive Design
User Experience – Heuristic Principles
Recognize, Diagnose &
Recover from errors

24. Usability and Persuasive Design
User Experience – Heuristic Principles
Consistency & Standards

25. Usability and Persuasive Design
User Experience – Heuristic Principles
Error Prevention

26. Usability and Persuasive Design
User Experience – Heuristic Principles
Recognition rather
than recall

27. Usability and Persuasive Design
User Experience – Heuristic Principles
Help &
Documentation

28. Usability and Persuasive Design
User Experience Group
Usability
is no Longer Enough

29. Usability and Persuasive Design
Usability Engineering – Persuasive Design
Persuasive Usable
• Engage • Browser
• Connect • Search
• Persuade • Consume
• Convert • Comprehend
• Return • Interact

30. Usability and Persuasive Design
Thank you
Questions Please ?

31. Usability and Persuasive Design
Further Questions: Mail me @
Mohan.krishnaraj@gmail.com