E-commerce training for VIGC Academy http://www.vigc.be/category/vigc-academy/

1. Usability - Veel bezoekers, weinig klanten?
VIGC Academy – 12.5.2016

10. Goals of this session
• Introduce a User Experience framework
• Learn how to do usability tests

12. User Experience Framework

13. UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CANVAS CUSTOMER INSIGHT MAP

14. Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals

15. Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals

16. “Nobody cares about your
product or service like you do”
Paul Boag – UX Consultant/Author/Speaker

17. h"p://bit.ly/1SsEYFf

19. “We zullen internet zijn.
Of we zullen niet zijn”
Philippe Neyt
Commercial Director
“To be or not to be”
Focus on your business goals (aka don’t copy the giants)

21. Business goals
• Easy to understand form
• 100% correct pricing
• Minimum abandon rate
User needs
• Attractive price
• Guarantees
• Customer service
• Subscribe directly online

22. 10 times more online contracts than expected

23. Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals

37. Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals

38. Service: Date:Created by:
Who is / will be involved in delivering the
service?
Who are / will be the key partners, suppliers
and stakeholders?
Through which channels (e.g. online, mobile,
telephone, shop) is / should the service be
available?
Which channels are most cost effective?
Which channels are users like to favour?
Which key activities are required to deliver
the service?
What resources are required for those
activities?
Which are the most important activities?
How will the service deliver an ROI?
What are the costs vs the benefits?
How can the service be delivered more cost
effectively?
How should / do users use the service?
How frequently is / will the service be used?
Why would someone use the service?
What value does the service bring?
Who are / will be the service users?
Who are the most important users?
What current challenges exist?
What challenges do you foresee in the
future?
What other similar services are available?
Who are the key competitors?
What other options do users have?
Which KPIs are / can be used to track the
performance of the service?
What are the key KPIs?
USERS SERVICE DELIVERY PERFORMANCE
RISKS
1. Users 2. Service proposition 5. Actors 6. Key activities 9. ROI
3. Channels 4. Usage
7. Challenges 8. Competitors
10. KPIs
www.uxforthemasses.com
h"p://www.uxforthemasses.com/updated-service-model-canvas/

39. Organize stakeholder workshops

43. TRUST THE PROCESS

44. VALUE PROPOSITION CANVAS
CRITICAL SUCCESS FACTORS
1. Value Proposition: Match business goals with
user needs
2. Product/Service: UX comes 1st, technology &
features 2nd
3. Customers: use a product/service model
canvas

45. UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CUSTOMER INSIGHT MAP

46. Activities
&
Tasks
VALUE PROPOSITION
Technology
&
Location
Behavior
&
Emotion
ROLES
Customer insight map
Customer
Experience
Data
&
Information

47. Activities
&
Tasks
VALUE PROPOSITION
Technology
&
Location
Behavior
&
Emotion
ROLES
Customer insight map
Customer
Experience
Data
&
Information

48. Silicon Valley’s Youth Problem

49. http://bit.ly/1LZHgfA

51. Service safari

55. Activities
&
Tasks
VALUE PROPOSITION
Technology
&
Location
Behavior
&
Emotion
ROLES
Customer insight map
Customer
Experience
Data
&
Information

56. No?
Then it’s time to
GOOB
Do you have sufficient answers?

57. Let's get out of this building…

58. …and enter into the real world

59. Meet customers

61. Do card sortings

63. CUSTOMER INSIGHT MAP
CRITICAL SUCCESS FACTORS
1. Stay (or become) extremely well-informed
about what is happening in the world
2. Go on safari
3. GOOB

64. UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CUSTOMER INSIGHT MAP

65. Customer journey
EXPERIENCE MAP
SERVICE BLUEPRINT

69. http://bit.ly/1NLh2bZ

73. http://bit.ly/1RmSB68

75. Service blueprint

84. CUSTOMER JOURNEY
CRITICAL SUCCESS FACTORS
1. Try to anticipate on what will happen, every
step of the way
2. Create an experience map and a service
blueprint

86. UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CUSTOMER INSIGHT MAP

87. h"p://www.higroup.com/wall/do-not-copy-giants

88. Design vision
USABILITY
PRINCIPLES
DESIGNDESIGN
PRINCIPLES

89. BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
Usability principles

90. Usability principles
Usability
principles
Design theory UX research Project evidence

91. Scientific foundation for design decisions and interaction design
principles
The psychology of design
how people see, read, remember,
think, focus, interact, feel and decide
Design theory
Heuristic evaluation
Usability goals
learnability, efficiency, memorability,
errors and satisfaction
Design principles
discoverability, feedback, affordances
& signifiers, mapping and conceptual
models

92. Dr. Susan Weinschenk
• Behavioral psychologist who has been working
in the field of design and user experience
• ‘The Brain Lady’, who applies research on brain
science to predict, understand and explains
what motivates people and how they behave

93. Dr. Jakob ‘we know because we’ve seen it happen’
Nielsen
• Established the "discount usability engineering"
movement for fast and cheap improvements of user
interfaces
• Invented several usability methods, including heuristic
evaluation
• Creator of Nielsen’s Alertbox, over 12 million page
views per year
Widely regarded for his expertise in internet & intranet
design.

94. Dr. Donald Norman
• Director of The Design Lab, University of California, San
Diego
• Co-founder & consultant at Nielsen Norman Group
Widely regarded for his expertise in the fields of design,
usability engineering and cognitive science.

101. B = MAT Dr. B.J. Fogg, Director of the Persuasive Technology Lab at Stanford University
• In human speak: when you want a certain behavior from your customer
(buying things), you need:
1. to have something that motivates him (attractive things he wants)
2. give him the ability to perform that action (a website)
3. provide a trigger that will entice him to take action (a voucher)
• Usability is an essential ingredient of the formula, in particular of the
element ability. Ability without usability is a recipe for failure.
http://behaviormodel.org
• ‘A behavior (B) will occur when motivation (M), ability (A)
and a trigger (T) are present at the same time and in
sufficient degrees.’

103. UX research Examples, practices, inspiration, connecting dots,…

104. h"ps://goo.gl/JADBMw

105. h"ps://goo.gl/13sXo3

106. • Not recognizable as such
• “Help, they’re moving around” → auto-forwarding
• Difficult to interact with
Source: Usability Geek - http://bit.ly/YNzTR1
CAROUSEL FAILURES

117. 1. Stick to a maximum of 4 frames
2. Show how many frames there are, and where the user is
within the “progression”
3. Use crisp-looking text and images
4. Be careful with auto-forward
5. Present in a creative & useful way
Source: Nielsen Norman Group - http://bit.ly/1ljtqav
CAROUSEL SUCCESS

118. • Complex layout
• Insufficient product information
• Tiny product images
• Absence of product videos
• Poor customer service pages
Source: Usability Geek - http://bit.ly/YNzTR1
PRODUCT PAGE FAILURES

136. “On the homepage business can do what they like.
But in the funnel, we’re calling the shots.”
Willem Wijnen – Chief Marke1ng & E-commerce Officer at The S1ng

138. 1. a recognizable layout: people have learned to use product
pages on other websites, not on yours
2. elaborate product information: this is the only place on a
website where you can unleash your inner writer – with
moderation
3. very large product images: in a physical store you don’t decide
on the quality of a product from 2 meters away either, do you?
A GOOD PRODUCT PAGE

139. 4. product videos: optional today, elementary in the near future
5. easy accessible customer support: easy to find, just like you
expect from real-life shop assistants
6. a clear and simple call-to-action (‘add to bag’): how long are
you willing to search for the cash register in a bricks-and-
mortar store?
A GOOD PRODUCT PAGE

140. Project evidence Experience from projects

141. 1. People are motivated by mastery, progress &
control
• People love getting things done. It makes them feel
they’re doing something useful.
• People love it when they can act autonomously. It
gives them the feeling that they’re smart and
powerful.
• People love choice. If you give them choice, they feel
they're are in control - which they aren’t.
Usability principles

142. 2. People believe that things that are close
together belong together
• If two items are close to each other, people assume
they belong together.
Usability principles

143. 3. People search for cues that tell them what to
do
• Modern, flat design trends have made this a lot
worse.
• You’ll see people start helicoptering and hovering
when they don’t get enough cues.
• On touch, they get completely lost.
Usability principles

144. 4. People scan screens based on past
experiences and expectations
• People are lazy by nature. If no effort is required, no
effort will be done.
• Look around and translate good experiences in your
design.
• In the mind of a user, a website is a simple thing:
• a logo
• primary navigation
• a search box
• utilities
• content
• (that’s it)
Usability principles

147. Design vision
USABILITY
PRINCIPLES
DESIGNDESIGN
PRINCIPLES

148. 1
2
3
Design principles
Principle
Principle
Principle
DESIGN

149. Usability principles Design principles
1. People are motivated by
mastery, progress and control
1. Put the user in control
2. People believe things that are
close together belong together
2. Make it simple and clear
3. People search for cues that tell
them what to do
3. Don’t make me think
4. People scan screens based on
previous experiences
4. Use common patterns

150. 1
2
4
Design principles
Put the user in
control
Use common
patterns
DESIGN
3
Make it simple
and clear
Don’t make me
think

152. PEOPLE ARE MOTIVATED BY MASTERY, PROGRESS & CONTROL

153. PEOPLE ARE MOTIVATED BY MASTERY, PROGRESS & CONTROL

155. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

156. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

157. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

158. DESIGN VISION
CRITICAL SUCCESS FACTORS
1. Don’t start with sketching, unless you’re building
something really, really simple & straightforward
2. Familiarize yourself with design theory, UX
research and project evidence
3. Use usability & design principles to drive the
design process

159. How to test

160. Designing = visualising assumptions
Assumptions need to be investigated whether they
are true (or not)
Testing ≈ Lean UX principle

161. How to validate?
Quantitative tests Qualitative tests
What?
Prove
Statistically significant
Many users
Minimal interaction – A/B testing
Why?
Improve
What needs fixing
Few users
Interactive observation – live testing

162. https://vwo.com/ab-testing/
A/B testing – what is it?

163. https://vwo.com/ab-testing/
A/B testing – what can you test?

169. A/B TESTING
CRITICAL SUCCESS FACTORS
1. Create well grounded UX-hypotheses
2. Focus on what drives conversion (home page,
landing page, product page, checkout, CtA’s,
banners, headlines,…)
3. Make it statistically significant (calculators)
4. Your A/B test must not kill UX
5. Don’t use it as an excuse to stop ‘GOOBing’

170. USERS
Feel
Think
HearSee
Interact
Behave
Live testing

171. Live testing
• With real representative users, in the user’s habitat
• One-on-one
• Using task-oriented test scripts
• Via think aloud method

172. When to test?

173. How much testing?
5 = 80%
1 > 0

174. Cold shower, anyone?

175. Always keep in mind that…
You are NOT your average user
• Neither is your developer
• Neither is any other member of your team
(or the company)
Test with REAL users

176. “In my whole life, I have known
no wise people (over a broad
subject matter area) who didn't
read all the time -- none, zero.”
Charles Thomas Munger - American business magnate, lawyer, investor, and
philanthropist.

178. Contact us
De Regenboog 11
2800 Mechelen
Belgium
www.higroup.com
+32 (0)15 40 01 38
Follow us
Human Interface Group
@higroup
Human Interface Groupjohan.verhaegen@higroup.com
Thank you and good luck!