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Website Usability & User Experience: Veel bezoekers, weinig klanten?
This document introduces a user experience framework and discusses various UX methods and principles. It discusses establishing a user experience framework that includes a value proposition canvas, customer insight map, customer journey, and experience map. It emphasizes the importance of usability testing with real users to validate assumptions and gather insights. The document also covers design principles like putting the user in control and making designs simple and clear based on how people think, feel, see, interact and behave.
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Website Usability & User Experience: Veel bezoekers, weinig klanten?
- 1. Usability - Veelbezoekers, weinig klanten? VIGC Academy – 12.5.2016
- 10. Goals of thissession • Introduce a User Experience framework • Learn how to do usability tests
- 12.
- 13. UX framework CUSTOMER JOURNEYDESIGN VISION VALUE PROPOSITION CANVAS CUSTOMER INSIGHT MAP
- 14. Product/Service Needs Wants Concerns Customer Value proposition Technology Features UserExperience Value Proposition Canvas Customer Experience Business goals
- 15. Product/Service Needs Wants Concerns Customer Value proposition Technology Features UserExperience Value Proposition Canvas Customer Experience Business goals
- 16. “Nobody cares aboutyour product or service like you do” Paul Boag – UX Consultant/Author/Speaker
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- 19. “We zullen internetzijn. Of we zullen niet zijn” Philippe Neyt Commercial Director “To be or not to be” Focus on your business goals (aka don’t copy the giants)
- 21. Business goals • Easyto understand form • 100% correct pricing • Minimum abandon rate User needs • Attractive price • Guarantees • Customer service • Subscribe directly online
- 22. 10 times moreonline contracts than expected
- 23. Product/Service Needs Wants Concerns Customer Value proposition Technology Features UserExperience Value Proposition Canvas Customer Experience Business goals
- 37. Product/Service Needs Wants Concerns Customer Value proposition Technology Features UserExperience Value Proposition Canvas Customer Experience Business goals
- 38. Service: Date:Created by: Whois / will be involved in delivering the service? Who are / will be the key partners, suppliers and stakeholders? Through which channels (e.g. online, mobile, telephone, shop) is / should the service be available? Which channels are most cost effective? Which channels are users like to favour? Which key activities are required to deliver the service? What resources are required for those activities? Which are the most important activities? How will the service deliver an ROI? What are the costs vs the benefits? How can the service be delivered more cost effectively? How should / do users use the service? How frequently is / will the service be used? Why would someone use the service? What value does the service bring? Who are / will be the service users? Who are the most important users? What current challenges exist? What challenges do you foresee in the future? What other similar services are available? Who are the key competitors? What other options do users have? Which KPIs are / can be used to track the performance of the service? What are the key KPIs? USERS SERVICE DELIVERY PERFORMANCE RISKS 1. Users 2. Service proposition 5. Actors 6. Key activities 9. ROI 3. Channels 4. Usage 7. Challenges 8. Competitors 10. KPIs www.uxforthemasses.com h"p://www.uxforthemasses.com/updated-service-model-canvas/
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- 44. VALUE PROPOSITION CANVAS CRITICALSUCCESS FACTORS 1. Value Proposition: Match business goals with user needs 2. Product/Service: UX comes 1st, technology & features 2nd 3. Customers: use a product/service model canvas
- 45. UX framework CUSTOMER JOURNEYDESIGN VISION VALUE PROPOSITION CUSTOMER INSIGHT MAP
- 46. Activities & Tasks VALUE PROPOSITION Technology & Location Behavior & Emotion ROLES Customer insightmap Customer Experience Data & Information
- 47. Activities & Tasks VALUE PROPOSITION Technology & Location Behavior & Emotion ROLES Customer insightmap Customer Experience Data & Information
- 48. Silicon Valley’s YouthProblem
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- 55. Activities & Tasks VALUE PROPOSITION Technology & Location Behavior & Emotion ROLES Customer insightmap Customer Experience Data & Information
- 56. No? Then it’s timeto GOOB Do you have sufficient answers?
- 57. Let's get outof this building…
- 58. …and enter intothe real world
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- 63. CUSTOMER INSIGHT MAP CRITICALSUCCESS FACTORS 1. Stay (or become) extremely well-informed about what is happening in the world 2. Go on safari 3. GOOB
- 64. UX framework CUSTOMER JOURNEYDESIGN VISION VALUE PROPOSITION CUSTOMER INSIGHT MAP
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- 84. CUSTOMER JOURNEY CRITICAL SUCCESSFACTORS 1. Try to anticipate on what will happen, every step of the way 2. Create an experience map and a service blueprint
- 86. UX framework CUSTOMER JOURNEYDESIGN VISION VALUE PROPOSITION CUSTOMER INSIGHT MAP
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- 88.
- 89. BASED ON HOWPEOPLE Feel Think HearSee InteractBehave Usability principles
- 90. Usability principles Usability principles Design theoryUX research Project evidence
- 91. Scientific foundation fordesign decisions and interaction design principles The psychology of design how people see, read, remember, think, focus, interact, feel and decide Design theory Heuristic evaluation Usability goals learnability, efficiency, memorability, errors and satisfaction Design principles discoverability, feedback, affordances & signifiers, mapping and conceptual models
- 92. Dr. Susan Weinschenk • Behavioral psychologist who has been working in the field of design and user experience • ‘The Brain Lady’, who applies research on brain science to predict, understand and explains what motivates people and how they behave
- 93. Dr. Jakob ‘weknow because we’ve seen it happen’ Nielsen • Established the "discount usability engineering" movement for fast and cheap improvements of user interfaces • Invented several usability methods, including heuristic evaluation • Creator of Nielsen’s Alertbox, over 12 million page views per year Widely regarded for his expertise in internet & intranet design.
- 94. Dr. Donald Norman • Director of The Design Lab, University of California, San Diego • Co-founder & consultant at Nielsen Norman Group Widely regarded for his expertise in the fields of design, usability engineering and cognitive science.
- 101. B = MATDr. B.J. Fogg, Director of the Persuasive Technology Lab at Stanford University • In human speak: when you want a certain behavior from your customer (buying things), you need: 1. to have something that motivates him (attractive things he wants) 2. give him the ability to perform that action (a website) 3. provide a trigger that will entice him to take action (a voucher) • Usability is an essential ingredient of the formula, in particular of the element ability. Ability without usability is a recipe for failure. http://behaviormodel.org • ‘A behavior (B) will occur when motivation (M), ability (A) and a trigger (T) are present at the same time and in sufficient degrees.’
- 103. UX research Examples,practices, inspiration, connecting dots,…
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- 106. • Not recognizableas such • “Help, they’re moving around” → auto-forwarding • Difficult to interact with Source: Usability Geek - http://bit.ly/YNzTR1 CAROUSEL FAILURES
- 117. 1. Stick toa maximum of 4 frames 2. Show how many frames there are, and where the user is within the “progression” 3. Use crisp-looking text and images 4. Be careful with auto-forward 5. Present in a creative & useful way Source: Nielsen Norman Group - http://bit.ly/1ljtqav CAROUSEL SUCCESS
- 118. • Complex layout • Insufficient product information • Tiny product images • Absence of product videos • Poor customer service pages Source: Usability Geek - http://bit.ly/YNzTR1 PRODUCT PAGE FAILURES
- 136. “On the homepagebusiness can do what they like. But in the funnel, we’re calling the shots.” Willem Wijnen – Chief Marke1ng & E-commerce Officer at The S1ng
- 138. 1. a recognizablelayout: people have learned to use product pages on other websites, not on yours 2. elaborate product information: this is the only place on a website where you can unleash your inner writer – with moderation 3. very large product images: in a physical store you don’t decide on the quality of a product from 2 meters away either, do you? A GOOD PRODUCT PAGE
- 139. 4. product videos:optional today, elementary in the near future 5. easy accessible customer support: easy to find, just like you expect from real-life shop assistants 6. a clear and simple call-to-action (‘add to bag’): how long are you willing to search for the cash register in a bricks-and- mortar store? A GOOD PRODUCT PAGE
- 140. Project evidence Experiencefrom projects
- 141. 1. People aremotivated by mastery, progress & control • People love getting things done. It makes them feel they’re doing something useful. • People love it when they can act autonomously. It gives them the feeling that they’re smart and powerful. • People love choice. If you give them choice, they feel they're are in control - which they aren’t. Usability principles
- 142. 2. People believethat things that are close together belong together • If two items are close to each other, people assume they belong together. Usability principles
- 143. 3. People searchfor cues that tell them what to do • Modern, flat design trends have made this a lot worse. • You’ll see people start helicoptering and hovering when they don’t get enough cues. • On touch, they get completely lost. Usability principles
- 144. 4. People scanscreens based on past experiences and expectations • People are lazy by nature. If no effort is required, no effort will be done. • Look around and translate good experiences in your design. • In the mind of a user, a website is a simple thing: • a logo • primary navigation • a search box • utilities • content • (that’s it) Usability principles
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- 149. Usability principles Designprinciples 1. People are motivated by mastery, progress and control 1. Put the user in control 2. People believe things that are close together belong together 2. Make it simple and clear 3. People search for cues that tell them what to do 3. Don’t make me think 4. People scan screens based on previous experiences 4. Use common patterns
- 150. 1 2 4 Design principles Put theuser in control Use common patterns DESIGN 3 Make it simple and clear Don’t make me think
- 152. PEOPLE ARE MOTIVATEDBY MASTERY, PROGRESS & CONTROL
- 153. PEOPLE ARE MOTIVATEDBY MASTERY, PROGRESS & CONTROL
- 155. PEOPLE SEARCH FORCUES THAT TELL THEM WHAT TO DO
- 156. PEOPLE SEARCH FORCUES THAT TELL THEM WHAT TO DO
- 157. PEOPLE SEARCH FORCUES THAT TELL THEM WHAT TO DO
- 158. DESIGN VISION CRITICAL SUCCESSFACTORS 1. Don’t start with sketching, unless you’re building something really, really simple & straightforward 2. Familiarize yourself with design theory, UX research and project evidence 3. Use usability & design principles to drive the design process
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- 160. Designing = visualisingassumptions Assumptions need to be investigated whether they are true (or not) Testing ≈ Lean UX principle
- 161. How to validate? Quantitativetests Qualitative tests What? Prove Statistically significant Many users Minimal interaction – A/B testing Why? Improve What needs fixing Few users Interactive observation – live testing
- 162. https://vwo.com/ab-testing/ A/B testing –what is it?
- 163. https://vwo.com/ab-testing/ A/B testing –what can you test?
- 169. A/B TESTING CRITICAL SUCCESSFACTORS 1. Create well grounded UX-hypotheses 2. Focus on what drives conversion (home page, landing page, product page, checkout, CtA’s, banners, headlines,…) 3. Make it statistically significant (calculators) 4. Your A/B test must not kill UX 5. Don’t use it as an excuse to stop ‘GOOBing’
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- 171. Live testing • Withreal representative users, in the user’s habitat • One-on-one • Using task-oriented test scripts • Via think aloud method
- 172.
- 173. How much testing? 5= 80% 1 > 0
- 174.
- 175. Always keep inmind that… You are NOT your average user • Neither is your developer • Neither is any other member of your team (or the company) Test with REAL users
- 176. “In my wholelife, I have known no wise people (over a broad subject matter area) who didn't read all the time -- none, zero.” Charles Thomas Munger - American business magnate, lawyer, investor, and philanthropist.
- 178. Contact us De Regenboog11 2800 Mechelen Belgium www.higroup.com +32 (0)15 40 01 38 Follow us Human Interface Group @higroup Human Interface Groupjohan.verhaegen@higroup.com Thank you and good luck!