Usability: Whats The Use by PRWD & Sigma
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Slides from the usability seminar delivered by Paul Rouke, Head of Usability at PRWD, and Chris Bush, UX Consultant at Sigma, looking at usability and user experience for web and mobile
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Usability: Whats The Use by PRWD & Sigma
- 1. Usability, What’s the use? Paul Rouke Head of Usability, PRWD Christopher Bush UX and Design Consultant, Sigma
- 7. We all know how important it is to be considerate of what people want… especially when buying presents… …look what can happen when we ’re not!
- 10. How does a good experience improve the effectiveness of your site?
- 13. “ Our in house UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of new features that our customers had told us they wanted over the years” James Hart, eCommerce Director @ ASOS An example of what they do
- 15. Transparency
- 16. ASOS and their usable shopping basket
- 17. Waitrose
- 24. Turning the negative around
- 28. Mobile experiences Mobile commerce is a small but growing market
- 29. Mobile experiences 8% of shoppers completed purchases over Christmas 2010 survey of 10,000 shoppers by ForeSee Results, Jan 2011
- 30. Common uses of mobile So what is everyone doing?
- 31. Common uses of mobile Location based services
- 32. Common uses of mobile Small purchases & Micro payments
- 33. Common uses of mobile Product research & reviews
- 34. Common uses of mobile Product comparison
- 35. Amazon
- 36. Amazon Simple UI
- 37. Amazon Simple & predictable UI
- 38. Amazon Focus on browsing
- 39. Core navigation at foot of page Amazon
- 40. Amazon Lots of supporting information
- 43. Case studies
- 48. “ It’s good information and a quick way of finding things. I like it” Mega menus make browsing easy “ Product grouping is good, and there's not too much of it, it's all there, not needing to scroll. I prefer to click and go to another page than scroll so this is good”
- 49. “ If I'm looking for something that I've never owned before, I love it if there are customer reviews” “ I like them, its better to hear off someone who's already got one rather than the person who's selling it” “ Customer reviews are good, if people are boring enough to write them , I wouldn't. I would definitely read for expensive items” Users love rating & reviews
- 50. “ I do expect to see videos now - they have them with clothes now. I wouldn't have expected it in the past but you see it a lot more so for a new website I'd definitely expect it and do find it really helpful” “ I like the video, it's giving me information that isn't in the description” Video demonstrations help the user
- 51. “ Free postage over £50 is a good thing, it would make me buy more just to not pay the postage” “ Free delivery is a big plus, even if it's incorporated within the price – I’m happy for it to be incorporated into the price” Cost of delivery can be a deal breaker
- 54. Which form will visitors use most?
- 55. 14% 86% Which form do visitors use most?
- 56. What is the sales conversion rate?
- 57. What is the sales conversion rate? 17%
- 58. What is the sales conversion rate? 17% 55%
- 60. Case studies Brand Central
- 65. Case studies Brand Central feedback "At last – everything a creative agency could possibly need for each IHG brand, in one place and always up to date – genius!!! ” Hotcake marketing
- 66. Case studies Brand Central feedback "Brand Central has provided a quicker than average route to market and excellent resource for our hotels, enabling them to access new artwork designs which can be harnessed for far reaching marketing activity that in turn converts to commercial gain within our estate. ”
- 67. Citizens Advice
- 76. Usability for lead generation
- 77. Original version Impact Vs Content?
- 78. Test version A Which test won?
- 79. Original v Test version A - RESULTS + 9% Which test won?
- 81. Buttons, don’t you just love ‘em! Use button size, style and colour to focus the user and increase conversions
- 82. Test version A Which test won?
- 83. Test version B Which test won?
- 84. How do Ultralase do this?
- 85. Who What Why Lets do it How do Ultralase do this?
- 86. Test version A v Test version B - RESULTS + 66% Which test won?
- 88. The use of usability… Understand users Inform design Eliminate problems Improve service & profitability Reach more people
- 90. Office: 0161 228 0585 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA Sigma PRWD Office: 01625 427718 Email: Hello @ wearesigma.com Web: http://www.wearesigma.com Sigma Ropewalks, Newton street Macclesfield SK11 6QJ Mobile: 07739 745 126 @WeAreSigma @PRWD / @paulrouke
- 91. Usability articles, case studies, resources & best practice available here: http ://blog.prwd.co.uk/usability/UX101
Notes de l'éditeur
- Green Engage Application for InterContinental Hotels Group http://www.wearesigma.com/BigChip2011/green-engage-submission.html Corporate Website for Citizens Advice http://www.wearesigma.com/BigChip2011/citizens-advice-submission.html Brand Central website for InterContinental Hotels Group http://www.wearesigma.com/DigiAwards2011/brand-central-submission.html
- Improve profitability: The goals and objectives you set achieve Increase sales / subscribers (make it easy for a user to find and purchase something) Reduce help and support calls Provide a satisfying experience to encourage repeat sales and recommendations. Keep records of user testing. Understand your users Inform design Eliminate problems & frustration Increase profitability Improve customer service Reach more people
- Waitrose: Has anybody heard about Waitrose website? Note: 1 common mis-conception is that visual design makes something usable Waitrose has had quite a lot of negative feedback, but has a strong design. There are numerous points to address but I would like to talk about 2 in particular. The navigation system and some calls to action. Navigation system Checkout process Negative into a positive (forum)
- If site changes use slides.
- Waitrose: Has anybody heard about Waitrose website? Note: 1 common mis-conception is that visual design makes something usable Waitrose has had quite a lot of negative feedback, but has a strong design. There are numerous points to address but I would like to talk about 2 in particular. The navigation system and some calls to action. Navigation system Checkout process Negative into a positive (forum)
- Location based purchases, Smaller purchases R
- Find a company, find a store,
- Location based purchases, Smaller purchases R
- Location based purchases, Smaller purchases R
- Looks like other mobile interfaces. (familiar) predictable.
- Looks like other mobile interfaces. (familiar) predictable.
- Apps and Sites have different user bases. Websites Apps work better for customer loyality Integrating with best of breed web technologies
- Apps and Sites have different user bases. Websites Apps work better for customer loyality Integrating with best of breed web technologies
- Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
- Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
- Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
- Demo