Precedent #usabilityfail seminar part two
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Slides from part two of #usabilityfail: stop wasting your marketing budget on bad usability. Seminar presented in Perth, Western Australia November 2011
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Precedent #usabilityfail seminar part two
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- 5. 5 sectors finance education local and central government membership organisations third sector
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- 9. The golden rules 1. ignore the myths 2. consistency is king 3. content, content, content 4. focus on forms 5. mobile is a must 6. accessibility is relevant
- 10. 1. ignore the myths
- 11. Myth #1 People don’t scroll
- 12. Myth #1 People don’t scroll
- 13. Myth #1 People don’t scroll Length of the page has no influence in the likelihood that a user will scroll down the page. Source: Clicktales – ‘Unfolding the fold’
- 14. Myth #1 People don’t scroll Less content above the fold even encourages users to explore below the fold. Source: CX partners – ‘The myth of the page fold’
- 15. Myth #1 People don’t scroll
- 16. Myth #1 People don’t scroll
- 17. Myth #1 People don’t scroll
- 18. Myth #1 People don’t scroll
- 19. Myth #2 All pages should be accessible in 3 clicks The satisfaction of users doesn't depend on the number of clicks. Source: Joshua Porter –’Testing the Three-click rule’
- 20. Myth #2 All pages should be accessible in 3 clicks ‘ Users would rather have several links telling them they’re headed in the right direction at each step, than think through lengthy lists of links and hope they guess the right place.’ Jakob Nielsen and Hoa Loranger Source Prioritizing Web Usability
- 21. Myth #2 All pages should be accessible in 3 clicks
- 22. Myth #2 All pages should be accessible in 3 clicks Source: Getting Confidence from Lincoln ‘Jared M. Spool’
- 23. Myth #2 All pages should be accessible in 3 clicks
- 24. Myth #2 All pages should be accessible in 3 clicks
- 25. Myth #2 All pages should be accessible in 3 clicks
- 26. Myth #2 All pages should be accessible in 3 clicks
- 27. Myth #2 All pages should be accessible in 3 clicks
- 28. Myth #2 All pages should be accessible in 3 clicks
- 29. Myth #3 The homepage is your most important page 2008 | 25% came via Home page 2010 | 10% came via Home page Gerry McGovern Source: The decline of the home page
- 32. Myth #3 The homepage is your most important page Home Page Article Pages Amount of page views for specific time period Source: Joshua Porter – Prioritizing design time
- 33. Myth #3 The homepage is your most important page 2 templates = 57% of page views Home page = 9% of page views Page views by area of the site Source: Joshua Porter – Prioritizing design time
- 34. 2. consistency is king
- 35. Gently hold your user’s hand • Users learn from other sites • Visual and linguistic cues make a huge difference • Don’t make them think
- 36. Open door Enter Give name on reservation Wait to be seated Sit down Order drinks Put napkin on lap Look at menu Discuss menu Order meal Talk Drink water Eat salad or soup Meal arrives Eat food Finish meal Order dessert Eat dessert Ask for a bill Bill arrives Pay bill Leave tip Get coat Leave Bower, Black and Turner, 1979
- 49. 3. content, content, content
- 50. Chance of text being read = 1 Volume of text
- 51. Content volume Time
- 52. Tedious waffle The bad Writing for the 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.
- 53. 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 audiences, people. You’ll notice taking too long to the same three make a point, and mistakes tend crop up using too much text. time and time again.
- 54. 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.
- 55. Hours to Easy to 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
- 57. 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
- 68. 4. focus on forms
- 86. 5. mobile is a MUST
- 95. 6. Accessibility is relevant
- 96. “The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.” Tim Berners-Lee Inventor of the World Wide Web and Director of the W3C
- 97. WCAG 2.0 basic principles Perceivable Operable Understandable Robust
- 98. Are you compliant? http://www.w3.org/WAI/ 1. Check your alt tags 2. Give your links meaningful labels, avoid ‘click here’ 3. Try disabling JavaScript 4. Captions / transcripts for video and audio 5. Logical content structure 6. Explicitly associate form labels with input controls 7. Don’t rely on colour alone to convey meaning 8. Give data tables a summary or caption 9. Avoid rapidly flashing content 10.Ensure you can complete tasks using a keyboard
- 99. National Transition Strategy Timeline for WA … Phase Summary of activities Phase 1 – Prepare Define scope To complete by 31 Dec 2011 Assess sites for conformance to WCAG 2.0 Prioritise Plan governance, resource, budget Phase 2 – Transition Put the capability in place To complete by 31 Dec 2012 - Training - Infrastructure - Risks and mitigation Phase 3 – Implementation Implement website and content changes To complete by 31 Dec 2013 Verify compliance http://www.publicsector.wa.gov.au/AgencyResponsibilities/Accessibility/Pages/Default.aspx
- 100. The golden rules 1. ignore the myths 2. consistency is king 3. content, content, content 4. focus on forms 5. mobile is a must 6. accessibility is relevant
- 101. Marketing + Usability = Results MARKETING USABILITY Increase visits to to improve increase conversions conversions