4. User experience
It starts by being useful...
Desirability
Functionally people must Usability
be able to use it...
Utility
The way it looks must be
pleasing... “Is the product
useful to me”
“I can easily use it”
The overall experience
“I like the way it looks and feels”
“I like the product”
Executing well on all of these areas creates a positive user experience.
Research and testing is needed for each.
5. More than two thirds of companies
(68%) recognise a strong link between
long-term business performance and
customer experience.
Econsultancy Multichannel Customer Experience Report, 2010
http://econsultancy.com/uk/reports/multichannel-customer-experience-report
7. Quick straw poll:
Keep your hands up if you also
have a usability or user experience
budget
8. Quick straw poll:
Keep your hands up if your
usability budget is the same or
more than your digital marketing
budget
9. ― Pay Per Click paid advertising
― Referrals from groomed sites
― Engaging Social Media
― Mobile sites & mobile apps
developed
― SEO Landing pages optimised
22. Why usability fails
1. Lack of consistency
2. Lack of clear navigation to common
goals
3. Lack of orientation in the process
4. Lack of error handling
5. A lack of clear closure
6. No easy reversal of actions
7. Lack of control
8. Content is unclear and hard to read
9. Too much information/memory
required to perform an action…
Jakob Nielsen WHY?
36. Common Sense Fail
iTunes Legal Agreement:
g. Blah blah blah...
You also agree that you will not use these products for blah blah
blah... the development, design, manufacture, or production of
nuclear, missiles, or chemical or biological weapons.
37. So... How big is the wastage?
How can you measure it?
41. 1. Use your analytics
2. Use DIY usability methods
42. DIY usability methods
― Brainstorm analytic findings
― Heuristic evaluation [Good usability rules of thumb]
― Conduct a [short] user survey
― Ask your customer services
― Track customer complaints (inc. on social media)
― Ask a [non-technical] colleague to do a task
― Assess site against your market/competitors
― Check how your site works without CSS
― Check what the experience is like on a mobile phone
― REMEMBER: You are not “normal” – you know too much
43. 1. Use your analytics
2. Use DIY usability methods
3. Commission a professional
usability study
51. So
We’ve measured the problem
We understand the range of techniques that
could be used
We get what the trade off is between effort
and results
Now, who is going to own this?
52. Attracting people to the site
Marketing
Making the
IT Web Team Manage site
site work
Services /
Products
Delivering what people do on the site
53. Attracting people to the site
Marketing
Making the
IT Usability Web Team Manage site
site work
Services /
Products
Delivering what people do on the site
57. 80+ experts
Hearty Home Cooking Cookbook
strategy & research
branding & communications
user centred design
development & hosting
content & publishing
58. 21 years
experience
quality
stability
loyalty
results
59. 5 locations London
Edinburgh
Cardiff
Perth, Australia
Melbourne, Australia
60. 5 sectors finance
education
membership organisations
health
third sector
61.
62. Find our Precedent group and follow us on
on LinkedIn for a chance twitter.com/Precedentcomms
to find out more about for Precedent news, seminar
our info and general observations
seminars, network, share
ideas and quiz the
Precedent team on #PrecSem
seminar issues and more!
79. Persona 4: Alumni
“I keep an eye on upcoming events and research my old friends at the
University are doing. News feeds are important as I’m a busy man”
Dr Alan Mackintosh, GP, 40
Key tasks
Web usage • Alan is a busy man with little free time between work and
family life. He subscribes to updates from alumni relations
Access to other information platforms and the events section of the site to keep up to date with
new information
Use of your website • He keeps an eye on upcoming events and lectures, trying to
find time to attend one or two a year
Strength of relationship with you • He finds and keeps in touch with other alumni though the
website and especially enjoys reunions when they are
arranged
Alan is a GP, living in Hertford, Herts, with his wife Alana and • Research is another important area , keeping him up to
their two small children; Isla 9, and Hamish 7. Alana is date in his own area of expertise. Some old friends from his
pregnant, so there will soon be yet another addition to the student days are now work at the University, and he is
family. After Alan graduated his first job was in Scotland, always interested in reading work they publish
after which he moved to Cambridge for his GP training. His
main interests are art history and photography, but he also You would like to promote
enjoys bird watching, playing golf, art galleries, theatre, music • Alumni benefits and networking events/opportunities
and the pub - Alan is a big fan of real ale. He is not politically
• Upcoming events and seminars particularly alumni events
active, but he supports the coalition government.
and those related to medicine
He accesses the internet both from his PC at work and at
home using his laptop and his new iPad. Websites he visits are • New research that’s being carried out
Flickr, the Independent, Amazon, eBay, Waitrose, Expedia, • News feeds, so that Alan can subscribe
Wikipedia and Art. His parents live in Edinburgh so he is still • How, when and where alumni can donate to the University
in touch with the area and the local community. He has an
interest in distance learning.
99. Forms and errors
• Labelling with explanations where required
• Mark mandatory fields clearly
• If it’s not required, why ask for it?
• Let the computer handle errors
• Validate inline
• Informative error messages
• Clear calls to action
• Surrounding visual elements can support or impair
different aspects of user behaviour.
106. It’s more than just disabled users
• Always remember users with physical
and cognitive disabilities
• Also consider technological and
cultural differences
112. Culture, Language and UX !
The
Arabic
Palestinian
Abu Karim Muhammad al-Jamil ibn Nidal ibn Abdulaziz al-
Filistini
Son of
Abdulaziz
Father of Muhammad
The beautiful Son of Nidal
Karim (Given name)
118. What is poor content?
• Not getting to the point
• Not breaking up pages
• Using the wrong language
119. 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.
121. 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 people. You’ll notice
audiences, taking too the same three
long to make a mistakes tend crop up
point, and using too time and time again.
much text.
122. 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.
124. 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
129. 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
152. Business objective Goal KPI
1 2 3
Increase customers Monthly sales/revenue
Sell subscription
packages for
entertainment and Increase interest in Monthly unique visits
communications products and services
we
Build good will with Provide news and be an Number of returning
existing customers information resource visit
Effective marketing Build a CRM Number of registrations
153. Remember the golden rules!
1. Users
2. Interactions
3. Accessibility
4. Content
5. Consistency
6. Strategy
2 talks – first examines issues of trust building online and how it requires a new paradigm for corpcommsSecond looks more closely on how this paradigm shift will impact financial services and what specific actions you can take to be ahead of the curve