Pranešimas, Povilo skaitytas el. komercijos konferencijoje "E-komercija '18" 2018 kovo 15 d. - http://e-komercija.eu/ Šiuolaikinės svetainės, interneto portalai ir aplikacijos tampa vis labiau kompleksiški ir interaktyvūs, naudotojai vis labiau reiklesni, todėl naudotojo patirtis (UX) ir patogumas tampa vienais iš svarbiausių faktorių sėkmingai veiklai vykdyti ir siekti aukščiausių rezultatų. Povilus pateiks praktinius patarimus kaip surasti, suprasti ir ištaisyti dažniausiai pasitaikančias naudotojo patirties (UX) klaidas ir tapti dar labiau patrauklesniems savo klientams.

1. Put user back into User Experience
Povilas Pečkaitis | UX/UI analyst

2. Povilas Pečkaitis
UX/UI analyst @ ADEO WEB
Graphic designer
Lecturer at Vilnius Academy of Arts

6. =

7. • 24 years old;
• has an iPhone;
• bounced on this page during lunch break;
Ieva

8. =

9. Use best practices
•Green buttons sales better
•Live chat
•Visible return policy
•Trust badges
•Support hone number in the header
•Breadcrumbs

10. =

11. What? Why?

12. Example
More about user session recordings later

13. User research and testing myths
• It’s expensive
• We do not have time for that
• We will use best practices
• Our users are not the experts, so we can’t trust them
• We use a template
• ….

14. Poor user experience inevitably come from
poorly informed design team.
Jared Spool founder of User Interface Engineering

15. We have a plan for that
or how to put user back into User Experience

16. Seek and destroy (deploy)

17. Design Council was established by Winston Churchill’s
wartime government in December 1944 to support Britain’s
economic recovery.

19. Discover as much
as possible
•Barriers
•Behaviour
•Motivation

20. Discover as much as possible
•Pages with highest bounce rate
•Filter by device
•Which pages are the most successful?
•Funnels
•Most frequent questions in client support
Barriers

21. •Heatmaps and session recordings
•User testing
Behaviour
Discover as much as possible

23. •What was clicked and how often?
•Where most of mouse movements
happened?
•How far the page was scrolled?
Heatmaps can tell:

25. •Recordings of real user behaviour on site
•Mouse tracking
•Successful and missed clicks
User session recordings

26. User testing (old school)

27. •Simple survey with Google Docs, HotJar
•Possible questions:
•Why are you buying these products?
•When do you feel urge/need to buy this product?
•What kind or information you are looking for?
•Have you found the information you expected?
•Discount as a reward
Motivation
Discover as much as possible

28. Learn from
findings
•Location of the barrier
•The barrier
•User behaviour then facing with the
barrier
•User expectation at this moment
Connect the dots

29. I have the barrier I have the
expectations
UGH! Problem definition

30. Design doesn’t have
final version
•As much ideas as possible
•Prototype
•Validate
•Repeat….

31. Design cycle
Ideate Prototype TestObserve Learn

32. Everyone is a designer
•Involve everyone:
•Developers
•Marketing
•Project managers
•Copywriters

34. Summary
•Listen to your users, because someday they'll make you rich
•User research and testing one of the most effective ways to improve KPI’s
•It is not as expensive as you might guess
•If you do not know something, just ask…

36. $20,700 spent on usability resulted in a $47,700 return on
the first day the improvements we implemented and
$68,000 spent on usability on another system resulted in
$6,800,000 return in the first year.
Cost-Justifying Usability, Clare-Marie Karat, Ph.D. from the IBM T. J. Watson Research Center

37. Invested in design
1 €
ROI
100 €

38. Let's catch up!
Come to our booth
www.adeoweb.biz
Povilas Pečkaitis
povilas@adeoweb.biz