This document discusses principles of user experience design and examples of design changes that improved user experiences and business outcomes. It introduces general principles like being easy to like, understand and use. It then describes how changing a dating site from having two buttons to one increased purchases by 45% and revenue by $300 million in the first year. Other sections discuss how people satisfice rather than optimize, common Google search behaviors, and examples of bad user experiences to dissect called "shame cases" covering sites like Delta Airlines, Facebook, and error messages. The document is a thread from Twitter account @ShameOnUX that provides commentary on user experience design.

1. Follow @ShameOnUX

2. Introductions
 Who am I?
 Well, who are you?
 General Principles of User Experience
 Easy to Like
 Easy to Understand
 Easy to Use
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3. The $300 Million Button
 Simple to begin with: two fields, two buttons, and
one link
 "I'm Not Here To Be In a Relationship"
 Even repeat customers were pissed off’
 Little changes make a BIG difference
 The results:
 purchases increased 45%
 $15 million extra the first month.
 First year, the site saw an additional $300,000,000.
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Source: User Interface Engineering.
Ref: http://www.uie.com/articles/three_hund_million_button

4. Show me this crazy form…
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Email Address:
Password:
Login Register
Forgot password?

5. And the change to the form…
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Email Address:
Password:
Login Continue
Forgot password?

6. We Don’t Make Optimum Choices
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 We Satisfice
 We think humans will choose the best option
 In Reality – we choose the first reasonable option
 No penalty for being wrong
Source: Don’t Make Me Think, Steve Krug (2005)
Ref: http://www.sensible.com/chapter.html

7. Google is simple right?
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 Search behaviors are predictable
 4 out of 5 top search terms are exact match brand
keywords less the “.com”
Source: Online Search Engine Trends, Hitwise (an Experian Company)
Ref: http://www.experian.com/hitwise/online-trends-search-engine.html

8. No Onto The Shame Cases!
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 How this works…
 We look at a screen capture of a broken or failed
experience
 We align around what’s shamefully wrong
 We discuss where the experience went wrong, and what
could have been done to save it.
 You all become expert user experience analysts

9. Shame Case 1: Delta Airlines
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Submitted by: Chase (Thanks Chase!)

10. Shame Case 2: Facebook
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11. Shame Case 3: ConfirmIt
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12. Shame Case 4a: GetResponse
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13. Shame Case 4b: GetResponse
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14. Shame Case 5: World Golf Tour
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15. Shame Case 6a: American Airlines
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16. Shame Case 6b: American Airlines
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17. Shame Case 7: Strategic Websites
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18. Shame Case 8: Error Messages
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19. Fin!
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Visit ShameOnUX.com