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WordCamp Philly 2014
!
Don’t just build
Pretty Websites
~ UX in the Real World ~
!
by Sonja Leix
Who am I?
Sonja Leix
!
New York based
WordPress Front-End Designer
Freelance
!
Twitter: @sonjanyc
www: sonjaleix.com
What is UX?
noun
the overall experience of a person using a product such as a
website or computer application, especially in terms of ...
–Steve Jobs
“Design is not just what it looks like and
feels like. Design is how it works.”
Users & Goals
What is the purpose or
goal of your website?
Is the message consistent?
–Jakob Nielsen
“Usability rules the Web. Simply stated, 

if the customer can’t find a product, 

then he or she will not ...
Do you know your
users?
What is your target audience?
WHO are the users?
WHAT are the activities they wish to perform?
WHY do they want to use/buy our product?
HOW does your pr...
Let’s call this (very simple) example persona: 

Tech-Unsavvy Customer Support’s Worst Nightmare
- He is not good with com...
–Paul Boag
“Users are not always logical, at least 

not on the surface.To be a great designer
you need to look a little d...
Your client is often not 

your target audience!
Design for the User!
Where do your
users come from?
Direct?
Referrals?
Social Media?
Search?
Where do your
users land?
Most likely not always on your homepage.
How do your users
interact with your site?
Analyse existing site
or
make assumptions for new sites
Layout & Structure
Do you always use the
same layout structure?
Content / Sidebar
Full-Width
Guide your users!
Provide useful, simplified navigation menus.
CTAs!
Add effective Calls to Action to convert 

and guide users!
What the Fold?
Place important information and CTAs 

higher up on page!
Sliders?!
Are your clients still asking for these 

for every project, too?
Responsive
Design, duh!
for best User Experience across all devices
Beyond the
Coat of Paint
Site Speed
Usability also depends on how fast your site is!
Cross-Browser
Compatibility
Remember that day you put IE 7 to rest?!
Accessibility
Supports social inclusion for people
with a diverse range of hearing, movement, sight, 

and cognitive abili...
–Tim Berners-Lee
“The power of the Web is in it’s universality.
Access by everyone regardless of disability
is an essentia...
You’ve launched!
Time to relax?
Uhm?! NOPE!
After Launch:
Analyse!
Review your assumptions!
Get user feedback!
Iterate!
…
–Alan Lewis
“Failure comes when you don’t listen. 

You can’t put something out there and
assume it’s great. It’s up to us...
Analytics Tools
Google Analytics
Kissmetrics
Crazyegg
Google Analytics
User Data
Google Analytics
User and Behavior Flows
Google Analytics
In-Page Analytics
Question Everything!
Iterate Often!
5 Key UX Questions 

to ask before (and while)
designing any website
http://bit.ly/5UXQuestions
Thank You!
Questions?
Sonja Leix
Follow me: @sonjanyc
sonjaleix.com
Don’t Just Build Pretty Websites — UX in the Real World
Don’t Just Build Pretty Websites — UX in the Real World
Don’t Just Build Pretty Websites — UX in the Real World
Don’t Just Build Pretty Websites — UX in the Real World
Don’t Just Build Pretty Websites — UX in the Real World
Don’t Just Build Pretty Websites — UX in the Real World
Don’t Just Build Pretty Websites — UX in the Real World
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Don’t Just Build Pretty Websites — UX in the Real World

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Presentation at WordCamp Philly 2014

Published in: Design, Technology

Don’t Just Build Pretty Websites — UX in the Real World

  1. 1. WordCamp Philly 2014 ! Don’t just build Pretty Websites ~ UX in the Real World ~ ! by Sonja Leix
  2. 2. Who am I? Sonja Leix ! New York based WordPress Front-End Designer Freelance ! Twitter: @sonjanyc www: sonjaleix.com
  3. 3. What is UX?
  4. 4. noun the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use. "if a website degrades the user experience too much, people will simply stay away" us·er ex·pe·ri·ence
  5. 5. –Steve Jobs “Design is not just what it looks like and feels like. Design is how it works.”
  6. 6. Users & Goals
  7. 7. What is the purpose or goal of your website? Is the message consistent?
  8. 8. –Jakob Nielsen “Usability rules the Web. Simply stated, 
 if the customer can’t find a product, 
 then he or she will not buy it.”
  9. 9. Do you know your users? What is your target audience?
  10. 10. WHO are the users? WHAT are the activities they wish to perform? WHY do they want to use/buy our product? HOW does your product/service fit the context of their life? Create Personas
  11. 11. Let’s call this (very simple) example persona: 
 Tech-Unsavvy Customer Support’s Worst Nightmare - He is not good with computers and very impatient - He prefers to talk to a real person when he has questions or a problem instead of doing research himself online ! We need to make our website very easy to use and navigate for him. Provide: effective CTAs, FAQs, user-friendly support forums and if all else fails a number or email to reach customer support.
  12. 12. –Paul Boag “Users are not always logical, at least 
 not on the surface.To be a great designer you need to look a little deeper into 
 how people think and act.”
  13. 13. Your client is often not 
 your target audience! Design for the User!
  14. 14. Where do your users come from? Direct? Referrals? Social Media? Search?
  15. 15. Where do your users land? Most likely not always on your homepage.
  16. 16. How do your users interact with your site? Analyse existing site or make assumptions for new sites
  17. 17. Layout & Structure
  18. 18. Do you always use the same layout structure? Content / Sidebar Full-Width
  19. 19. Guide your users! Provide useful, simplified navigation menus.
  20. 20. CTAs! Add effective Calls to Action to convert 
 and guide users!
  21. 21. What the Fold? Place important information and CTAs 
 higher up on page!
  22. 22. Sliders?! Are your clients still asking for these 
 for every project, too?
  23. 23. Responsive Design, duh! for best User Experience across all devices
  24. 24. Beyond the Coat of Paint
  25. 25. Site Speed Usability also depends on how fast your site is!
  26. 26. Cross-Browser Compatibility Remember that day you put IE 7 to rest?!
  27. 27. Accessibility Supports social inclusion for people with a diverse range of hearing, movement, sight, 
 and cognitive ability. http://make.wordpress.org/accessibility/useful-tools/
  28. 28. –Tim Berners-Lee “The power of the Web is in it’s universality. Access by everyone regardless of disability is an essential aspect.”
  29. 29. You’ve launched!
  30. 30. Time to relax?
  31. 31. Uhm?! NOPE!
  32. 32. After Launch: Analyse! Review your assumptions! Get user feedback! Iterate! …
  33. 33. –Alan Lewis “Failure comes when you don’t listen. 
 You can’t put something out there and assume it’s great. It’s up to us to make sure we’re listening to improve our chances 
 for success—if not this time, next time.”
  34. 34. Analytics Tools Google Analytics Kissmetrics Crazyegg
  35. 35. Google Analytics User Data
  36. 36. Google Analytics User and Behavior Flows
  37. 37. Google Analytics In-Page Analytics
  38. 38. Question Everything! Iterate Often!
  39. 39. 5 Key UX Questions 
 to ask before (and while) designing any website http://bit.ly/5UXQuestions
  40. 40. Thank You! Questions? Sonja Leix Follow me: @sonjanyc sonjaleix.com

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