Myths and Legends of UX
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The document summarizes 7 common myths in UX design and provides evidence against each one. The myths addressed are: 1. All content must fit above the fold. However, users now scroll before pages fully load and long pages have higher conversion. 2. Users only read word-for-word. In reality, users usually skim pages looking for keywords, headings, and relevant information. 3. All content must be accessible in 3 clicks. The number of clicks does not affect success or satisfaction as long as users can find what they need. 4. Banner blindness where users ignore ads. This phenomenon applies to any content that looks like an advertisement. 5. Copying strategies
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Myths and Legends of UX
- 1. Logo Cliente TALK The myths and legends of UX
- 2. Logo Cliente The almighty fold a.k.a. “All content must fit on screen” Myth #01
- 5. Logo Cliente Some science 5 Times.com of attention on a media page is spent below the fold. Clicktale 2017 absolute drop-off point where visitors get tired of scrolling of mobile users scroll before the end of the page loading time. 66% NO up to 21% MOVR 2015
- 6. Logo Cliente In practice 6 This was true in the mid 90's. Now users start scrolling even before the page has finished loading! For continuous reading (article or tutorial), scrolling is more efficient than reading on separate pages. Long pages also have higher conversion rate than single screen pages. (30% according to some studies)
- 7. Logo Cliente The tale of the reading user Myth #02
- 9. Logo Cliente Some science 9 NNG 2008 of the content of an average page is read of the users scan an average page 20% 79% NNG 2008 Average reader attention time 15” Time.com 2014
- 10. Logo Cliente In practice People only read word-by-word on the web when they are really interested in the content. They usually skim the pages looking for highlighted keywords, meaningful headings, short paragraphs and scannable list. Since they’re in a hurry to find the very piece of information they’re looking for, they’ll skip what’s irrelevant for them. 10 People: ● Read word by word when they are really interested in the content. ● They scan the pages for: ○ Highlighted keywords ○ Meaningful headings ○ Short paragraphs ○ Scannable lists ● Are in a hurry ● Ignore what is irrelevant for them
- 11. Logo Cliente The infamous 3 clicks rule a.k.a. “All content must be accessible in 3 clicks” Myth #03
- 12. Logo Cliente 12 UIE Joshua Porter 2003
- 13. Logo Cliente Some science 13 The number of clicks does not affect success rate The number of clicks does not affect satisfaction rate Success Satisfaction The number of clicks does not affect the impression of speed Speed
- 14. Logo Cliente In practice 14 A Misdirected but Well-Intentioned Rule. May help designers focus on the information that users need. BUT… does not focus on the real problem The number of clicks isn’t what is important to users, but whether or not they’re successful at finding what they’re seeking.
- 15. Logo Cliente The incredible banner blindness Myth #04
- 16. Logo Cliente 16
- 17. Logo Cliente Some science 17 of user’s attention goes to advertising likeability to click on a visual ad 0,8% 0,06% of voters missed a section in a ballot 13% NNG 2007 NNG 2018 Solve Media 2011
- 18. Logo Cliente 18
- 19. Logo Cliente In practice 19 Phenomenon of “Banner Blindness” popularized in 1998. Visitors consciously or subconsciously ignore the advertisements. Also applies to content that looks like an advertisement.
- 20. Logo Cliente Myth #05 The legend of copying the GAFA a.k.a “if it worked for Amazon, it will work for us”
- 21. Logo Cliente 21 2 milions sold 1805 reviews After one month 2 milions sold 3 reviews (yes, three…) UIE Jarel Spool
- 22. Logo Cliente In practice 22 These big web sites have a strategy and a dimension that is not yours. There is no indication that the same feature will have the same success with you. When you copy, you can miss the point of the design. Giants also makes tests and mistakes.
- 23. Logo Cliente Once upon a time there was a distracted mobile user walking in the street, using only one hand... Myth #06
- 24. Logo Cliente 24
- 25. Logo Cliente Some science 25 Google 2012 of mobile use is done at home of mobile searches are done at home or in the office 60% 77% Google 2013 of the time when using a PC are we using another device. 67% Google 2012
- 26. Logo Cliente In practice 26 Mobinauts ARE distracted They are just as distracted as computer, TV or car users… Mobile is NOT on-the-go. Mobile doesn't mean running out of time (75% use it in the bathroom) Distractions are everywhere, not just on mobile. The engagement on mobile is more important than elsewhere: radio, photo, map, messaging...
- 27. Logo Cliente Myth #07 The magical number 7 … or 5 … or 9… more or less 2...
- 29. Logo Cliente Some science 29 Miller 1956 items in short-term memory items on successful e-commerce pages 7 +90 UIE 2006
- 30. Logo Cliente In practice 30 The result of an erroneous interpretation of the work of Georges A. Miller (1956). We cannot keep more than 7 items in short term memory. This is not true in front of a screen where the choices remain displayed. The human brain can largely manage dozens of choices. Many precise choices work better than few generic choices (Ex: E-commerce)
Editor's Notes
- Welcome everyone, I’m Marc, UX designer in making science. The idea of this talk is to debunk common beliefs that people have about digital experience.
- You’ve probably already had a client asking you to group all the important content of a page on the top of it, this way people will not need to scroll down the page to see it. And maybe you’ve wonder why is your client so preoccupied that visitors will not scroll the page and miss important call to actions. Like every legend it came from the ancient world...
- A long time ago, “above the fold” was a term coined to describe the content that appeared above the newspaper fold, in the prime spot. In this context what appear above the fold could be very important, because it is the only thing people will see before buying your newspaper. This concept was adapted for web design, and the “above the fold” definition expanded to mean everything a web user sees before scrolling. But, is it so important? Do really people have difficulty with scrolling down a web page?
- Let’s see what studies are teaching us. For exemple; The design agency Huge measured scrolling in a series of usability tests and found “that participants almost always scrolled, regardless of how they are cued to do so”
- Chartbeat, a data analytics provider, analysed data from 2 billion visits and found that “66% of attention on a normal media page is spent below the fold.” Heatmap service provider ClickTale analyzed almost 100.000 pageviews. The result: people used the scrollbar on 76% of the pages, with 22% being scrolled all the way to the bottom regardless of the length of the page. On mobile, half of the users start scrolling within 10 seconds this means many users are not seeing what is "above the fold" on mobile
- Great news: You don’t have to squeeze everything into the top of your homepage or above the fold.
- I often heard feedbacks like “It’s written on the page, people will see it”, or “we explain how to use the app on the onboarding screen…” Or maybe you’ve already heard stories of people who read in F o Z on a screen.
- What you see, is a eye tracking heatmap.
- Which one of the 2 blocks of text did you read first? Try to work on your content.
- Usability tests showed that people don’t quit after 3 clicks and don’t feel frustrated if they have to click more. In this experiment 80% of the user needed more than 14 clicks to complete a task.
- The number of clicks does not affect satisfaction or the success rate. Reducing the number of clicks does not increase satisfaction and does not give the impression of speed. What matters is ease of navigation and the feeling of progress.
- Lets’ talk about an amazing discovery of the digital era...
- Remember the heatmap? “It's basically red in the middle of the screen, you can't miss it”
- Theory that they misunderstood it with an ad
- Phenomenon of “Banner Blindness” popularized in 1998. • Visitors consciously ignore or subconsciously the advertisements. • Also applies to content that looks like an advertisement. • List of things more likely than clicking on an advertisement (0.06%): • Winning the lottery. • Survive a plane crash. • Have a twin. • Be admitted to Harvard. • Climbing Everest ...
- Let me told you a wizard story
- in the first month after Harry Potter and the Deathly Hallows came out, Despite using the exact same review software and interface than Amazon, Target.com receives way less reviews than Amazon: Amazon got 1 805 reviews, whereas Target received only three (both retailers sold about 2 millions copies).
- Emulation is mostly not a smart strategy. It doesn’t mean that you shouldn’t copy the design of others. But make sure you also understand why it worked for them and how it will work for you and your users.
- When thinking of mobile users, many have a stereotypical image of people on the go, people with the attention span of a goat and suffering from Mobile User Attention Deficit Disorder.
- But are mobile users distracted? Of course they are. But we are just as much distracted when sitting in front of our computers, watching TV or driving a car. Distractions are everywhere, it’s not a mobile-only phenomenon. So instead of picturing mobile users as people running to catch the bus with their smartphones in their hand, we should imagine people mostly at home or work ‒ where we spend most of our time ‒, using their phones to get various things done because it’s the nearest device in reach.
- For example, research shows that broad and shallow menu structures may even work better than deeper menus. Also, link-rich e-commerce homepages, like that of Amazon with 90+ product category links, are found to be more usable than homepages with only a few links.
- George Armitage Miller was an American psychologist who was one of the founders of cognitive psychology, and more broadly, of cognitive science. He also contributed to the birth of psycholinguistics. Miller’s original theory argues that people can keep no more than 7 (plus or minus 2) items in their short-term memory. Limiting the number of menu tabs or the number of items in a dropdown list to the George Miller’s magic number 7 is a false constraint. On a webpage, however, the information is visually present, people don’t have to memorize anything and therefore can easily manage broader choices.
- For example, research shows that broad and shallow menu structures may even work better than deeper menus. Also, link-rich e-commerce homepages, like that of Amazon with 90+ product category links, are found to be more usable than homepages with only a few links.
- I hope you have learned something that you can apply to your daily work.