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Stef Miller, Marketer at User Testing
The 7 Most Common Usability Issues
@ThueLMadsen
Join the conversation on Twi er
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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
@supahstef
Join the conversation on Twi er
#KISSwebinar
The 7 Most Common Usability Issues
WATCH WEBINAR RECORDING NOW
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
Remote UX Research
Videos of real people interacting
with your brand, regardless of
device or location.
Remote UX Research
Diverse'Panel'! Screen'Recorders! Cloud'Pla3orm'! Support'Services!
The 7 Most Common Usability Issues
68%
Rockefeller Corporation
of users give up because they 

think you don’t care about them.
Beware of Multi Level
Lesson one
Multi Level Navs
• Poorly organized information
• Hover tunnels = early collapsing
• Inconsistent triggers
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
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
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
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
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
UX Archive
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
Payment options
• Optimize existing checkout flows
• Implement a virtual wallet
• Don’t forget trust
Not all icons are
Lesson four
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
Drag or expand?
http://www.exquisitetweets.com/collection/lukew/2919
http://www.exquisitetweets.com/collection/lukew/2919
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
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
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
S
Social security matters
Lesson five
So  does  copy!
Social privacy matters
Lesson five
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
Social privacy
• Be transparent
• Make your privacy policy accessible
• Look for serendipitous moments of interaction
Advertising lacks
Lesson six
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
Advertising
• 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
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
The 7 Most Common Usability Issues
• Learn from your users
• Improve mental models
• Add cross-references
• Solve for your primary audience(s)
• Make sure your search works
Categorization
What next?
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.
Research Design Build Optimize
Get  a  5-­‐minute  video  of  a  real  person  using  your  site  or  app.  
peek.usertesting.com
2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo
Questions?
Stef Miller
Marketer
User Testing
@supahstef
Thue Madsen
Marketing Operations
KISSmetrics
@thuelmadsen

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