Deﬁnition of UX User experience (UX or UE) involves a persons emotions about using a particular product, system or service. User experience highlights the experiential, aﬀective, meaningful and valuable aspects of human-computer interaction and product ownership. Additionally, it includes a person’s perceptions of the practical aspects such as utility, ease of use and eﬃciency of the system. User experience is subjective in nature because it is about individual perception and thought with respect to the system. User experience is dynamic as it is constantly modiﬁed over time due to changing circumstances and new innovations.
Visual Design Usability & Content AccessibilityInformation Function-Architecture User ality User Platform Context Customer Support
Questions to ask yourself § Why do my users come to my site? § What is the value we provide? WHY § Do we give our users what they want? § How do we diﬀerentiate ourselves from our competition? § What are our goals as a business? WHAT § What do we want users to do on our site? § How do we prioritize these actions and goals? § How do we get the desired response from our users? § Who are our users? WHO § How can we segment them? § Do we have diﬀerent goals for diﬀerent users?
Listen to your usersContinuously gather feedback from your users through diﬀerent channels: § Online Surveys § Focus Groups § Interviews § Social Media § Customer Support Tools § A/B-Testing § Web Analytics
Understand your users with Web Analytics Dimensions Metrics Dimensions describe attributes A metric is a measurement Visitor city or region Number of visits Referring traffic source Number of visitors Browser type Page views Operating System Time on site
What is your sites traﬃc breakdown?To see where users came from click Traﬃc Sources > Overview on the left. To see more detail on the speciﬁc sources (ie. Google) sending traﬃc go to Traﬃc Sources > Sources > All Traﬃc
Where are your users coming from?Click on Audience > Overview then select Country / Territory. This will give you the breakdown of traﬃc by geography (click country to go to state, city, etc.).
Contrast§ Using color, saturation, opacity to juxtapose elements on the pageSize § Use varying sizes to signify dominance and importanceRepetition & Alignment § A sequence of similar or aligned elements that are close to each other show that they are part of the same set, the rhythm creates a sense of motion.White Space § White Space draws attention to elements and lets your content breathe.Unity § Objects that share similar features communicate that they are part of the same family (e.g. same colors, same shapes, same font) § Unity becomes important when you repeat the same message on diﬀerent pages or you communicate across diﬀerent channels or platforms
Balance & Structure§ Imbalance creates tension for users§ A Grid helps you maintain balance and structure on your page and guides the users eyes§ Placing something outside of the grid is a sure way of getting attention§ Hierarchy deﬁnes what is important and what the user should see next
What are the advantages of responsive design? ü Saving time & money: No need to maintain separate websites for desktop & mobile ü Good for your SEO, Google Analytics, Social sharing buttons: You preserve one URL ü Easier to maintain: No need for server-side components, only the CSS modification is necessary to change the layout on on a particular deviceSource: Tech a la carte: http://www.labnol.org/internet/responsive-web-design-faq/21361/
What are the disadvantages of responsive design? - May add extra kilobytes to your web page: CSS styles & Java script files would need to be downloaded in order to adapt the content to the screen resolution. - Making your existing fixed-width website fluid might be difficult: Starting with an m-site from scratch might be easier in some instances.Source: Tech a la carte: http://www.labnol.org/internet/responsive-web-design-faq/21361/
Engage your usersTurn casual visitors into loyal users
Related information and new content§ Show related articles or products to keep users on your site after completing the main action (reading an article, purchasing a product)
Comments, reviews and ratings§ Let users engage with your content or products by allowing them to comment or oﬀering a separate forum§ Let users rate products or services and consult ratings of other users§ If you have active users and user content on your site, show it oﬀ! (e.g. 500 users online, 200 reviews, 10 new comments, etc.)
Social world consists of interactions: Oﬀ-site or On-site Site dışı etkileşimler Site içi etkileşimler
Measure on-site social interactions is easyHowfrequentlypeople usethese?
How to measure oﬀ-site social interactions? Social Data Hub
Who is in the social data hub? Docial Data Hub Partners share oﬀ-site social interactions with Google Analytics
How engaged are your users? Audience > Behavior > Engagement
How engaged are your users? Audience > Behavior > Engagement
How loyal are your users?Click on Audience > Overview and look at New vs. Returning Visitors. This graph shows you how much of your audience comes back. You can see how these types of users behave in Audience > Behavior > New vs. Returning. You can also see how often users come back and how long its been since their last visit in the Audience > Behavior > Frequency and Recency report.
Dont neglect Search § Make search a prominent aspect of your site and have it consistently in the same place § It retains users who may otherwise exit the page because they didnt ﬁnd what they came for
Why is testing important?§ To ensure you are doing the right thing o Ensure positive results o Make data driven decisions§ Reliable Results o Reduces sample bias o Tangible uplift o Attributable changes§ Further Optimizations o Spot new Opportunities o By isolating results, you can learn patterns and best practices
A/B-Testing vs. Multivariate Testing A/B-Testing Multivariate-Testing§ A/B testing is the most § Multivariate testing is more common way of testing comprehensive o Easier than multivariate o More granular results o Quicker to implement o Can demonstrate the interaction o Generally less work of diﬀerent variables o Need to create and test every combination of elements that is going to be a variable§ Limitations: o Can only measure one thing at a time § Limitations: o Requires more tech savviness o Need to analyze more data o Requires creation of every combination
Best Practices in Testing§ Deﬁne and prioritize goals o Speciﬁc o Measurable Example: Increase CTR, increase PVs per visit, increase conversions, etc.§ Deﬁne how goals will be measured o Deﬁne success, failure, and inconclusiveness Example: Increasing CTR by 10% is success, increase PVs per visit by an average of 2 pages, increase net conversions by 20%, etc.
Testing Tools§ Google Analytics (Content Experiments)§ Optimizely§ Plugins e.g. for Wordpress, Drupal or Joomla!
Content Experiments replaces the old WebsiteOptimizer
Some advantages of Content Experiments• Fully integrated in Analytics: measure, test, optimize in one place.• Comes with a wizard in 4 steps: really easy to set up.• Reuses Google Analytics tags: just add one tag to the original page.• Statistical model reveals a winner in approx. 14 days.
To get faster and more reliable results:• Test only a few elements• Use high-volume pages• Make bold changes• Keep testing