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![DIY usability methods
― Brainstorm analytic findings
― Heuristic evaluation [Good usability rules of thumb]
― Conduct a [short] user survey
― Ask your customer services
― Track customer complaints (inc. on social media)
― Ask a [non-technical] colleague to do a task
― Assess site against your market/competitors
― Check how your site works without CSS
― Check what the experience is like on a mobile phone
― REMEMBER: You are not “normal” – you know too much](https://image.slidesharecdn.com/usability-fail-20102011-111020095516-phpapp01/85/Usability-fail-20102011-42-320.jpg)
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Usability fail-20102011
The document discusses the importance of usability and user experience in digital marketing, emphasizing the significant connection between customer experience and long-term business performance. It presents key rules for improving usability, identifying common usability failures, and highlighting the necessity of research and testing to enhance user interactions. The text also stresses how investing in usability can lead to substantial improvements in conversion rates and overall customer satisfaction.
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Usability fail-20102011
- 1. #UsabilityFail Stop wasting yourMarketing Budget on Bad Usability #PrecSem Darren Amer
- 2. Announced on train: “Pleaseuse yellow button to flush the toilet. Not red as that will stop the train”. Train stopped. #UsabilityFail
- 3. Usability vs. UserExperience
- 4. User experience It startsby being useful... Desirability Functionally people must Usability be able to use it... Utility The way it looks must be pleasing... “Is the product useful to me” “I can easily use it” The overall experience “I like the way it looks and feels” “I like the product” Executing well on all of these areas creates a positive user experience. Research and testing is needed for each.
- 5. More than twothirds of companies (68%) recognise a strong link between long-term business performance and customer experience. Econsultancy Multichannel Customer Experience Report, 2010 http://econsultancy.com/uk/reports/multichannel-customer-experience-report
- 6. Quick straw poll: Handsup if you have a digital marketing budget
- 7. Quick straw poll: Keepyour hands up if you also have a usability or user experience budget
- 8. Quick straw poll: Keepyour hands up if your usability budget is the same or more than your digital marketing budget
- 9. ― Pay PerClick paid advertising ― Referrals from groomed sites ― Engaging Social Media ― Mobile sites & mobile apps developed ― SEO Landing pages optimised
- 10. ...and it’s autter waste if they fail to convert
- 11. Is attracting peopleto the site inherently more effective than converting people on the site?
- 13. Conversions The funnel is gettingfed but the wastage is high
- 14. Doubling Conversions = 3,455 extra visitors ---- or ---- 53 extra conversions
- 15. Put another way,do you want to: Increase non-converting (bad?) experience to 6,804 ---- or ---- Decrease the non-converting (bad?) experiences?
- 16. Is bad usabilityhurting your brand?
- 17. “Online ad spendingset to hit $50B in 2015” – eMarketer, 2011
- 18. But it canstill all be ruined by poor usability and experience
- 19. How do youmeasure the value of usability?
- 20. Spend 10% =Improve 83% Jakob Nielsen
- 21. Why usability fails JakobNielsen
- 22. Why usability fails 1. Lack of consistency 2. Lack of clear navigation to common goals 3. Lack of orientation in the process 4. Lack of error handling 5. A lack of clear closure 6. No easy reversal of actions 7. Lack of control 8. Content is unclear and hard to read 9. Too much information/memory required to perform an action… Jakob Nielsen WHY?
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- 25. The University ofTexas at Austin How NOT to present a campus map http://bit.ly/eJOh8e (Expand) Sheesh! #UsabilityFAIL
- 27. Usability Fail Testing wouldhave found this out...?
- 28. Testing would havefound this out...?
- 29. Customer/user research wouldhave found this out
- 30. End-to-end testing wouldhave found this out
- 31. End-to-end testing wouldhave found this out
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- 36. Common Sense Fail iTunesLegal Agreement: g. Blah blah blah... You also agree that you will not use these products for blah blah blah... the development, design, manufacture, or production of nuclear, missiles, or chemical or biological weapons.
- 37. So... How bigis the wastage? How can you measure it?
- 38. 1. Use youranalytics
- 39. Check your BounceRates
- 40. Check your UnexpectedExit pages
- 41. 1. Use youranalytics 2. Use DIY usability methods
- 42. DIY usability methods ― Brainstorm analytic findings ― Heuristic evaluation [Good usability rules of thumb] ― Conduct a [short] user survey ― Ask your customer services ― Track customer complaints (inc. on social media) ― Ask a [non-technical] colleague to do a task ― Assess site against your market/competitors ― Check how your site works without CSS ― Check what the experience is like on a mobile phone ― REMEMBER: You are not “normal” – you know too much
- 43. 1. Use youranalytics 2. Use DIY usability methods 3. Commission a professional usability study
- 46.
- 49. What does itcost?
- 51. So We’ve measuredthe problem We understand the range of techniques that could be used We get what the trade off is between effort and results Now, who is going to own this?
- 52. Attracting people tothe site Marketing Making the IT Web Team Manage site site work Services / Products Delivering what people do on the site
- 53. Attracting people tothe site Marketing Making the IT Usability Web Team Manage site site work Services / Products Delivering what people do on the site
- 54. Spend 10% =improve 83%
- 55. So, let’s hearfrom you: Increase visits to Improving usability increase to improve conversions conversions
- 56.
- 57. 80+ experts Hearty Home Cooking Cookbook strategy & research branding & communications user centred design development & hosting content & publishing
- 58. 21 years experience quality stability loyalty results
- 59. 5 locations London Edinburgh Cardiff Perth, Australia Melbourne, Australia
- 60. 5 sectors finance education membership organisations health third sector
- 62. Find our Precedentgroup and follow us on on LinkedIn for a chance twitter.com/Precedentcomms to find out more about for Precedent news, seminar our info and general observations seminars, network, share ideas and quiz the Precedent team on #PrecSem seminar issues and more!
- 63. Usability The golden rules #PrecSem MarkRussell and Darren Amer 20 October 2011
- 67. The golden rules 1. Users 2. Interactions 3. Accessibility 4. Content 5. Consistency 6. Strategy
- 68.
- 69. You are notthe user. Neither is your boss • What do they want to do? • What do you want them to do? • What barriers do they face?
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- 79. Persona 4: Alumni “I keep an eye on upcoming events and research my old friends at the University are doing. News feeds are important as I’m a busy man” Dr Alan Mackintosh, GP, 40 Key tasks Web usage • Alan is a busy man with little free time between work and family life. He subscribes to updates from alumni relations Access to other information platforms and the events section of the site to keep up to date with new information Use of your website • He keeps an eye on upcoming events and lectures, trying to find time to attend one or two a year Strength of relationship with you • He finds and keeps in touch with other alumni though the website and especially enjoys reunions when they are arranged Alan is a GP, living in Hertford, Herts, with his wife Alana and • Research is another important area , keeping him up to their two small children; Isla 9, and Hamish 7. Alana is date in his own area of expertise. Some old friends from his pregnant, so there will soon be yet another addition to the student days are now work at the University, and he is family. After Alan graduated his first job was in Scotland, always interested in reading work they publish after which he moved to Cambridge for his GP training. His main interests are art history and photography, but he also You would like to promote enjoys bird watching, playing golf, art galleries, theatre, music • Alumni benefits and networking events/opportunities and the pub - Alan is a big fan of real ale. He is not politically • Upcoming events and seminars particularly alumni events active, but he supports the coalition government. and those related to medicine He accesses the internet both from his PC at work and at home using his laptop and his new iPad. Websites he visits are • New research that’s being carried out Flickr, the Independent, Amazon, eBay, Waitrose, Expedia, • News feeds, so that Alan can subscribe Wikipedia and Art. His parents live in Edinburgh so he is still • How, when and where alumni can donate to the University in touch with the area and the local community. He has an interest in distance learning.
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- 85. 1. You arenot the user. Neither is your boss 2. Interactions
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- 99. Forms and errors • Labelling with explanations where required • Mark mandatory fields clearly • If it’s not required, why ask for it? • Let the computer handle errors • Validate inline • Informative error messages • Clear calls to action • Surrounding visual elements can support or impair different aspects of user behaviour.
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- 106. It’s more thanjust disabled users • Always remember users with physical and cognitive disabilities • Also consider technological and cultural differences
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- 112. Culture, Language andUX ! The Arabic Palestinian Abu Karim Muhammad al-Jamil ibn Nidal ibn Abdulaziz al- Filistini Son of Abdulaziz Father of Muhammad The beautiful Son of Nidal Karim (Given name)
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- 118. What is poorcontent? • Not getting to the point • Not breaking up pages • Using the wrong language
- 119. Tedious waffle The bad Writing forthe 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.
- 120. Shout out what wouldmake this better?
- 121. 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 people. You’ll notice audiences, taking too the same three long to make a mistakes tend crop up point, and using too time and time again. much text.
- 122. 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.
- 123. Shout out what wouldmake this better?
- 124. Hours to Easyto 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
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- 129. 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
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- 131. Gently hold youruser’s hand • Users learn from other sites • Don’t make them think • Visual and linguistic cues make a huge difference
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- 149. How does yourwebsite align to your core business objectives?
- 150. Define your key performanceindictors based on your goals and measure them
- 151. Business objective Goal KPI 1 2 3
- 152. Business objective Goal KPI 1 2 3 Increase customers Monthly sales/revenue Sell subscription packages for entertainment and Increase interest in Monthly unique visits communications products and services we Build good will with Provide news and be an Number of returning existing customers information resource visit Effective marketing Build a CRM Number of registrations
- 153. Remember the goldenrules! 1. Users 2. Interactions 3. Accessibility 4. Content 5. Consistency 6. Strategy
- 154.
- 155.
Editor's Notes
- #6 http://econsultancy.com/uk/reports/user-experience-buyers-guide
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- #13 http://www.debbie-wood.com/wp-content/uploads/2009/09/sales-funnel.png
- #14 http://images.wikia.com/mrmen/images/2/2c/Mr._Bounce.jpg
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- #40 http://images.wikia.com/mrmen/images/2/2c/Mr._Bounce.jpg
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- #64 2 talks – first examines issues of trust building online and how it requires a new paradigm for corpcommsSecond looks more closely on how this paradigm shift will impact financial services and what specific actions you can take to be ahead of the curve
- #117 http://awesomewallpapers.files.wordpress.com/2010/09/lorem-ipsum-1440x900-text-on.jpg
- #149 http://www.chessvibes.com/plaatjes/london09/r4/carlsen-nakamura.jpg