After presentation 1; the team needed some clarification on some of the rules. This presentation is a response to some questions, as well as examples for the team to discuss.

1. The Jordan Rules
Answers to your questions
v1.3 July 5, 2009

2. Review
You had questions on
Rule 9 - Test and Adapt
Rule 6 - Look at supporting visuals from a psychological perspective
Rule 5 - Prioritize User Flows over information
Rule 3 - Set Expectations

3. Rule 9
Test and adapt

4. Multivariate Testing
Why do it
When to do it
How to do it
Different types of testing

5. Multivariate Testing
Why do it
When you have a project you’d like to
optimize, multivariate testing is often a great
solution.
It allows you to launch a site, deploy a set of
banners, or send an email with one (or more)
variables, and receive data on which
variable was most effective.

6. Multivariate Testing
When to do it
Discovery Design Development Deploy
1 2 3

7. Multivariate Testing
How to do it
A few great tools that make multivariate testing easy
Free tool that works in the Full suite of testing &
background, separating users targeting tools. Test sites, See effectiveness of certain
into groups and automatically pages, banners, and elements on your site.
displaying alternate content applications. Great Narrow down to see
to each group & recording automated reports and individual users session,
results. fantastic support center. video showing all input.

8. Multivariate Testing
Different types of testing
Multivariate Usability Heuristic Acceptance
Evaluation of Evaluation of Expert Technical
effectiveness deliverable by evaluation evaluation of
of one or testing it on based on deliverable in
more variables users heuristic simulated live
through checklists/ environment
simulated or predefined
live tracking criteria
(generally a final client
evaluation)

9. Rule 6
Look at supporting
visuals from a
psychological perspective

10. Gestalt Psychology
5 Laws
•Proximity
•Similarity
•Closure
•Simplicity
•Continuity

11. Gestalt Psychology
Proximity
Objects near each other tend to be grouped together.

12. Gestalt Psychology
Proximity
Objects near each other tend to be grouped together.

13. Gestalt Psychology
Similarity
Similar objects tend to be grouped together

14. Gestalt Psychology
Similarity
Similar objects tend to be grouped together

15. Gestalt Psychology
Closure
Grouped objects are seen as a whole

16. Gestalt Psychology
Closure
Grouped objects are seen as a whole

17. Gestalt Psychology
Simplicity (Pragnanz)
Reality is reduced to its simplest form

18. Gestalt Psychology
Simplicity (Pragnanz)
Reality is reduced to its simplest form

19. Gestalt Psychology
Continuity
Lines are seen following the smoothest path

20. Gestalt Psychology
Continuity
Lines are seen following the smoothest path

21. Rule 5
Prioritize user flows
over information

22. User Flows
Definition: The path a user takes to complete a
goal.
User Flow Diagram Example:
Email Confirmation
Registration Next Step Page User Profile Page
Confirmation Page

23. User Flows
Useful for comparing user behavior with site
structure & realizing opportunities for optimization.
Example: Site Registration
Email Confirmation
Registration Next Step Page User Profile Page
Confirmation Page

24. Kano Analysis

25. Kano Analysis
2
1
3

26. Prioritization
1 Express
Registration
User Profile Page
2 FB Connect
Confirmation
Page
User Profile Page
*
3
Email Confirmation
Registration Next Step Page User Profile Page
Confirmation Page

27. Layout
Example Page Register Today
Express Registration
FB Connect
Registration

28. Rule 3
Set expectations

29. Principle of Least Astonishment
Definition: The Principle of Least Astonishment examines
the users most likely expectations, why he might be
expecting the given result, and
provides a
result that either matches the users
expectation, or falls within his
range of expectations.

30. Principle of Least Astonishment

31. Principle of Least Astonishment
PAC-MAN! Click to Play
User expects to play Pac-man

32. Principle of Least Astonishment
Arcade Games Click to Play
User expects to see a gallery with at
least 2 arcade games he can play

33. Principle of Least Astonishment
Quick Registration Click to register
User expects that registration will take
no longer than 5 minutes

34. Next Steps
Discussion
Next week will be a workshop on how user experience
needs to be integrated with the overall customer
experience. Presentations on Rule 2 and Rule 1 will be
moved to July 22, and Aug 5. - I’ll make all presentations
available on SlideShare