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WebVisions 2008




Nick Finck
May 22nd, 2008
WebVisions, Portland

UX Best Practices



                                         1
WebVisions 2008



 Who the hell is this guy?
• Blue Flavor
 Director of User Experience, co-founder, partner
 http://www.blueflavor.com

• Digital Web Magazine
 Publisher and founder
 http://www.digital-web.com

• User Experience Network
 Seattle Local Ambassador
 http://www.uxnet.org


• My Personal Site
 http://www.nickfinck.com



                                                                      2
WebVisions 2008



 What I am going to be talking about
• Overview of UX

• The Criteria

• The Sites

• Key Takeaways

• Questions

• Audience Submissions




                                                  3
WebVisions 2008




What is User Experience?



                                        4
WebVisions 2008



 UX Defined

“User Experience (abbreviated: UX) is the
 quality of experience a person has when
 interacting with a specific design. is can
 range from a specific artifact, such as a cup, toy
 or website, up to larger, integrated experiences
 such as a museum or an airport.”
- User Experience Network (www.uxnet.org)




                                                                       5
WebVisions 2008



What things factor in to the ideal user
experience?




                         Bu
                            s
                           ine
                  sd




                            ss
                ee
                 N




                               Co
              er




                                  n
                                 str
             Us




                                     ain
                                      s  t
             Technical Requirements




                                                               6
WebVisions 2008



Who controls the User Experience?




                                               7
WebVisions 2008



Who controls the User Experience?




                                               8
WebVisions 2008



Who controls the User Experience?



   Usability    Information   Information     Web      Interaction
   Specialist     Designer      Architect   Designer    Designer




                                                                           9
WebVisions 2008



Who controls the User Experience?



   Usability     Information   Information      Web       Interaction
   Specialist      Designer      Architect    Designer     Designer




    Content     Human Factors Identity       Taxonomist   Interactive
   Specialist      Expert     Designer                     Marketer




                                                                              10
WebVisions 2008



Who controls the User Experience?



   Usability     Information   Information      Web       Interaction
   Specialist      Designer      Architect    Designer     Designer




    Content     Human Factors Identity       Taxonomist   Interactive
   Specialist      Expert     Designer                     Marketer




                                UX Lead                                       11
WebVisions 2008




Criteria



                             12
WebVisions 2008



The Criteria I Used




                                        13
WebVisions 2008



 The Criteria I Used
• Ease of Use (Usability)




         Usability
         Specialist

                                              14
WebVisions 2008



 The Criteria I Used
• Ease of Use (Usability)

• Intuitiveness (Information Design)




         Usability    Information
         Specialist     Designer

                                                         15
WebVisions 2008



 The Criteria I Used
• Ease of Use (Usability)

• Intuitiveness (Information Design)

• Structure (Information Architecture)




         Usability    Information   Information
         Specialist     Designer      Architect

                                                                    16
WebVisions 2008



 The Criteria I Used
• Ease of Use (Usability)

• Intuitiveness (Information Design)

• Structure (Information Architecture)

• Visual Aesthetic (Visual Design)




         Usability    Information   Information     Web
         Specialist     Designer      Architect   Designer

                                                                               17
WebVisions 2008



 The Criteria I Used
• Ease of Use (Usability)

• Intuitiveness (Information Design)

• Structure (Information Architecture)

• Visual Aesthetic (Visual Design)

• Functionality (Interaction Design)




         Usability    Information   Information     Web      Interaction
         Specialist     Designer      Architect   Designer    Designer

                                                                                 18
WebVisions 2008




The Sites



                              19
WebVisions 2008



  The sites I looked at:
• Amazon

• eBay

• Flickr

• Netflix

• Target

• Toyota

• Twitter

• Zillow

                                             20
WebVisions 2008




Amazon.com



                               21
WebVisions 2008



Amazon.com




                               22
WebVisions 2008



Amazon.com




   Nice!




                               23
WebVisions 2008



Amazon.com




   Umm?




                               24
WebVisions 2008



Amazon.com




   Eek!




                               25
WebVisions 2008



Amazon.com




        Which
   button do I click
    to add it to my
       wishlist?!




                                         26
WebVisions 2008



  Some of the key problems:
• Data Driven
  User experience driven mostly by data analysis
  (quantitative) and not user input (qualitative)

• Improper Functionality
  Navigational functionality should always properly
  support the level of information on a site

• Business Trumping
  Business drivers and business decisions should never
  over power the user’s needs, it should be a balance




                                                                           27
WebVisions 2008




eBay.com



                             28
WebVisions 2008



eBay.com




                             29
WebVisions 2008



eBay.com




    Ok, a lot of information
     but not a bad start.




                                                 30
WebVisions 2008



eBay.com




        Wow, ok, way too
    many links to possibly read
       through at once!




                                                    31
WebVisions 2008



eBay.com




   Exceptionally
   well designed!




                                      32
WebVisions 2008



eBay.com




    Exceptionally
   poorly designed!




                                        33
WebVisions 2008



  Some of the key problems:
• Data Driven
  User experience driven mostly by user input (qualitative)
  and not data analysis (quantitative)

• Design Details
  Always give every page of a site as much attention as
  the next when designing. All pages added up make up
  the user experience.

• Navigation Breath
  Navigation should cover breadth and depth equally, it
  should never lean on one more than the other.




                                                                                34
WebVisions 2008




Flickr.com



                               35
WebVisions 2008



Flickr.com




                               36
WebVisions 2008



Flickr.com




       Good break down of
    information in navigation




                                                  37
WebVisions 2008



Flickr.com




       Overwhelming and
     incomplete information




                                                38
WebVisions 2008



Flickr.com




    Properly customized
       search results




                                            39
WebVisions 2008



Flickr.com




    Clearly thought through
     on all aspects of UX




                                                40
WebVisions 2008



  Some of the key problems:
• Community Driving Architecture
  Community functionality (Folksonomies) should never
  drive a site’s architecture and navigation, it should be a
  supplement

• Browse & Search
  Websites should never rely on search as primary
  navigation

• By Popularity vs. See All
  If you show part of a set of information you should
  always allow access to the remainder of that set of
  information



                                                                                 41
WebVisions 2008




Netflix.com



                               42
WebVisions 2008



Netflix.com




                               43
WebVisions 2008



Netflix.com




    A bit too many options
       but not too bad!




                                               44
WebVisions 2008



Netflix.com




    Wait, how do I browse
      genres again??




                                              45
WebVisions 2008



Netflix.com




         Nicely done,
   but how do I instantly play
           movies?




                                                   46
WebVisions 2008



Netflix.com




      Ok, no, I just want
   to add this one move to
        my Queue!




                                               47
WebVisions 2008



Netflix.com




       Ok, there is my
    Queue, but whatʼs this
      Instant tab for?




                                               48
WebVisions 2008



  Some of the key problems:
• Alternative Facets of Information
  Allow users to clearly see the primary information on a
  given screen, don’t overwhelm the user with other facets
  of that information

• Add vs. Play
  If your product has two ways of purchasing, make it
  inherent in the existing architecture

• Don’t Distract
  Do not disrupt a user trying to complete their task with
  upsells, calls to action, or other disruptive information




                                                                                49
WebVisions 2008




Target.com



                               50
WebVisions 2008



Target.com




                               51
WebVisions 2008



Target.com




   Very nice!




                                  52
WebVisions 2008



Target.com




   Not bad, could be a
   little more refined.




                                           53
WebVisions 2008



Target.com




     Excellent work
    but clean up that
     whitespace.




                                          54
WebVisions 2008



Target.com




     Using pop-ups
    here is not such a
      good idea.




                                           55
WebVisions 2008



Target.com




   Great work!




                                   56
WebVisions 2008



  Some of the key problems:
• Restricting Features
  Technology and features should never limit or restrict
  users and systems from accessing them

• Simplify Navigation
  The amount of options and paths in a navigation should
  never overwhelm the user

• Design Refinement
  When enough changes occur in a page its important to
  look at the design and consider redesigning or tweaking
  the design when needed




                                                                              57
WebVisions 2008




Toyota.com



                               58
WebVisions 2008



Toyota.com




                               59
WebVisions 2008



Toyota.com




    Well done,
   good visuals!




                                     60
WebVisions 2008



Toyota.com




       Pretty good
    execution tho a bit
       gratuitous.




                                            61
WebVisions 2008



Toyota.com




      Products as
    navigation, nicely
         done.




                                           62
WebVisions 2008



Toyota.com




        Good product
   comparison, but what about
      the competitors?




                                                  63
WebVisions 2008



  Some of the key problems:
• Unnecessary Pages
  Don’t make users click through extra pages when they
  don’t need to.

• Over use of technology
  Keep pages accessible don’t use limiting technology if
  its not absolutely needed.

• Restricted comparison
  Allow users to compare not just products in a given line
  but all of your products side by side.




                                                                               64
WebVisions 2008




Twitter.com



                                65
WebVisions 2008



Twitter.com




                                66
WebVisions 2008



Twitter.com




       Where
   did the thread
         go?




                                      67
WebVisions 2008



Twitter.com




    They replied, but to
     what message?




                                             68
WebVisions 2008



Twitter.com




    Well this page was
      hard to find!




                                           69
WebVisions 2008



Twitter.com




    I am following them, but
     are they following me?




                                                 70
WebVisions 2008



 Some of the key problems:
• Threading
  Site-based messaging systems should always be
  threaded.

• My Profile
  Make the user profile or “my page” easy to find and
  globally accessible

• Show relevant information
  Always display the information directly relevant to the
  task the user may be trying to accomplish on that page




                                                                              71
WebVisions 2008




Key Takeaways



                                  72
WebVisions 2008



  Key takeaways:
• Good UX involves a proper balance of needs
  between the user, the business, and technology

• Keep things simple, don’t get in the user’s way, allow
  them to complete their task with ease

• Don’t short change a good UX by only paying
  attention to only the most critical parts, the UX is
  made up of the sum of all parts

• Good UX involves listening to users on both a
  qualitative and quantitive level, but don’t over do it

• UX is not implemented, it is adopted as a philosophy
  by the entire organization

                                                                             73
WebVisions 2008




Thank you. Questions?
nick@blueflavor.com
blueflavor.com
nickfinck.com




                                          74
WebVisions 2008




  Audience Submissions
• Twitter: nickf

• AIM/iChat: dm5o3




                                           75

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