The document outlines essential principles for web usability, emphasizing six golden rules: ignore common myths, maintain consistency, prioritize content, focus on forms, ensure mobile compatibility, and uphold accessibility. It critiques misconceptions regarding user behavior and highlights best practices informed by expert sources. Additionally, it includes a timeline for implementing accessibility standards within web development projects.

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8. Usability
The golden rules
#PrecSem

9. The golden rules
1. ignore the myths
2. consistency is king
3. content, content, content
4. focus on forms
5. mobile is a must
6. accessibility is relevant

10. 1. ignore the myths

11. Myth #1
People don’t scroll

12. Myth #1
People don’t scroll

13. Myth #1
People don’t scroll
Length of the page has no influence in the likelihood that a user will
scroll down the page. Source: Clicktales – ‘Unfolding the fold’

14. Myth #1
People don’t scroll
Less content above the fold even encourages users to explore below
the fold. Source: CX partners – ‘The myth of the page fold’

15. Myth #1
People don’t scroll

16. Myth #1
People don’t scroll

17. Myth #1
People don’t scroll

18. Myth #1
People don’t scroll

19. Myth #2
All pages should be accessible in 3 clicks
The satisfaction of users doesn't depend on the number of clicks.
Source: Joshua Porter –’Testing the Three-click rule’

20. Myth #2
All pages should be accessible in 3 clicks
‘ Users would rather have several links
telling them they’re headed in the right
direction at each step,
than think through lengthy lists of links
and hope they guess the right place.’
Jakob Nielsen and Hoa Loranger
Source Prioritizing Web Usability

21. Myth #2
All pages should be accessible in 3 clicks

22. Myth #2
All pages should be accessible in 3 clicks
Source: Getting Confidence from Lincoln ‘Jared M. Spool’

23. Myth #2
All pages should be accessible in 3 clicks

24. Myth #2
All pages should be accessible in 3 clicks

25. Myth #2
All pages should be accessible in 3 clicks

26. Myth #2
All pages should be accessible in 3 clicks

27. Myth #2
All pages should be accessible in 3 clicks

28. Myth #2
All pages should be accessible in 3 clicks

29. Myth #3
The homepage is your most important page
2008 | 25% came via Home page
2010 | 10% came via Home page
Gerry McGovern
Source: The decline of the home page

32. Myth #3
The homepage is your most important page
Home Page
Article Pages
Amount of page views for specific time period
Source: Joshua Porter – Prioritizing design time

33. Myth #3
The homepage is your most important page
2 templates
= 57% of page views
Home page
= 9% of page views
Page views by area of the site
Source: Joshua Porter – Prioritizing design time

34. 2. consistency is king

35. Gently hold your user’s hand
• Users learn from other sites
• Visual and linguistic cues make a
huge difference
• Don’t make them think

36. Open door
Enter
Give name on reservation
Wait to be seated
Sit down
Order drinks
Put napkin on lap
Look at menu
Discuss menu
Order meal
Talk
Drink water
Eat salad or soup
Meal arrives
Eat food
Finish meal
Order dessert
Eat dessert
Ask for a bill
Bill arrives
Pay bill
Leave tip
Get coat
Leave
Bower, Black and Turner, 1979

49. 3. content, content, content

50. Chance of text being read =
1
Volume of text

51. Content
volume
Time

52. Tedious
waffle
The bad
Writing for the web
can be a daunting
process for a lot of
people. You’ll notice
the same three
mistakes tend crop up
time and time again.

53. To the Tedious
point waffle
The 3 most common Writing for the web
web writing mistakes can be a daunting
are: ignoring the needs process for a lot of
of your audiences, people. You’ll notice
taking too long to the same three
make a point, and mistakes tend crop up
using too much text. time and time again.

54. Hours to
read
Page Title
This is some text. This is some more
text. This is some text. This is some
more text. This is some text. This is
some more text. This is some text. This
is some more text. This is some text.
This is some more text. This is some
text. This is some more text. This is
some text. This is some more text. This
is some text. This is some more text.
This is some text. This is some more
text. This is some text. This is some
more text. This is some text. This is
some more text. This is some text. This
is some more text. This is some text.
This is some more text. This is some
text. This is some more text. This is
some text. This is some more text. This
is some text.

55. Hours to Easy to
read read
Page Title Page Title
This is some text. This is some more This is some text. This is some more
text. This is some text. This is some text. This is some text. This is some
more text. This is some text. This is more text.
some more text. This is some text. This
is some more text. This is some text. Subheading
This is some more text. This is some This is some text. This is some more
text. This is some more text. This is text. This is some text. This is some
some text. This is some more text. This more text.
is some text. This is some more text.
This is some text. This is some more Another subheading
text. This is some text. This is some This is some text. This is some more
more text. This is some text. This is text. This is some text.
some more text. This is some text. This
is some more text. This is some text.
Subheading the third
This is some more text. This is some
text. This is some more text. This is • List item 1
some text. This is some more text. This • Another list item
is some text. • And one more

57. Headings
Page summary Information the user must have
Highlighted content for your page to be successful
What you can do
Main content
Additional helpful
information
Deeper content In-depth &
Links to further reading detailed
Bin

68. 4. focus on forms

86. 5. mobile is a MUST

93. Context
Location
Time
Habits
Priorities

95. 6. Accessibility is relevant

96. “The power of the
Web is in its
universality. Access
by everyone
regardless of
disability is an
essential aspect.”
Tim Berners-Lee
Inventor of the World Wide Web and Director of the W3C

97. WCAG 2.0 basic principles
Perceivable
Operable
Understandable
Robust

98. Are you compliant?
http://www.w3.org/WAI/
1. Check your alt tags
2. Give your links meaningful labels, avoid ‘click here’
3. Try disabling JavaScript
4. Captions / transcripts for video and audio
5. Logical content structure
6. Explicitly associate form labels with input controls
7. Don’t rely on colour alone to convey meaning
8. Give data tables a summary or caption
9. Avoid rapidly flashing content
10.Ensure you can complete tasks using a keyboard

99. National Transition Strategy
Timeline for WA …
Phase Summary of activities
Phase 1 – Prepare Define scope
To complete by 31 Dec 2011 Assess sites for conformance to WCAG 2.0
Prioritise
Plan governance, resource, budget
Phase 2 – Transition Put the capability in place
To complete by 31 Dec 2012 - Training
- Infrastructure
- Risks and mitigation
Phase 3 – Implementation Implement website and content changes
To complete by 31 Dec 2013 Verify compliance
http://www.publicsector.wa.gov.au/AgencyResponsibilities/Accessibility/Pages/Default.aspx

100. The golden rules
1. ignore the myths
2. consistency is king
3. content, content, content
4. focus on forms
5. mobile is a must
6. accessibility is relevant

101. Marketing + Usability = Results
MARKETING USABILITY
Increase visits to to improve
increase conversions
conversions