2. Introductions
Who am I?
Well, who are you?
General Principles of User Experience
Easy to Like
Easy to Understand
Easy to Use
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3. The $300 Million Button
Simple to begin with: two fields, two buttons, and
one link
"I'm Not Here To Be In a Relationship"
Even repeat customers were pissed off’
Little changes make a BIG difference
The results:
purchases increased 45%
$15 million extra the first month.
First year, the site saw an additional $300,000,000.
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Source: User Interface Engineering.
Ref: http://www.uie.com/articles/three_hund_million_button
4. Show me this crazy form…
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Email Address:
Password:
Login Register
Forgot password?
5. And the change to the form…
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Email Address:
Password:
Login Continue
Forgot password?
6. We Don’t Make Optimum Choices
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We Satisfice
We think humans will choose the best option
In Reality – we choose the first reasonable option
No penalty for being wrong
Source: Don’t Make Me Think, Steve Krug (2005)
Ref: http://www.sensible.com/chapter.html
7. Google is simple right?
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Search behaviors are predictable
4 out of 5 top search terms are exact match brand
keywords less the “.com”
Source: Online Search Engine Trends, Hitwise (an Experian Company)
Ref: http://www.experian.com/hitwise/online-trends-search-engine.html
8. No Onto The Shame Cases!
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How this works…
We look at a screen capture of a broken or failed
experience
We align around what’s shamefully wrong
We discuss where the experience went wrong, and what
could have been done to save it.
You all become expert user experience analysts
