how do we create great user experiences?
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Jan Hagen, Wordcamp 2013
How do we create great user experiences?
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
Quantitative
«People want us to give hard and fast rules:Don`t show more than X menu items; dont write more than Y words per page; nothing should be more than Z clicks away from the homepage.
Unfortunately, UI design doesn`t work that way. Usability questions seldom have a single answer. Rather, they are qualitative issues that specify the direction and nature of inevitable design trade-offs» Jacob Nielsen
It's always a mixture
Qualitative
Research
ELEMENTS OF SUCCESS
2
2009 2010 2011 2012 2013
•Field Studies •Focus groups •Interviews
International cases
Copywriting and web analysis
User patterns
Usability engineering
RESEARCH EXPERIENCE
3
Qualitative OCA
•Tracked 2,5 million
•1+ testing group each week
•Sony, Hotels, Ducati etc.
•19x4h training camps
•Video tracking
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
There is no such thing that people don`t read anymore. However, how they consume
text with technology has definately changed a lot.
People read.Always test your ideas! Never assume that people think and
act the way you do.
Never assume.There is no person in the world that
is willing to wait for information if they can get it elsewhere quicker.
Examples: Loading time, text, image psychology and navigation is time
sensitive.
People don`t wait
WHAT I`VE LEARNED
4 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
CURRENT WORKFLOW
Profiling, Heatmapping, Overlays, Scrollmapping and time-task-analysis.
Quantitative analysis
Card sorting, Interviews, Architecture validation (task analysis), Design and wireframe test.
Qualitative
Traffic, internal/external search, geographic, demographic and conversions.
Webanalysis
5 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
NUMBERS AND STUFF
WHY DO PEOPLE LEAVE?
Behavior Result
Looking at first page 1 min 42 sec
Final webpage 2 min 34 sec
Interior pages vs homepage 32 sec VS 25 sec
Competitor visits per.task 3 in avg.
Time is critical, give people answers!- Focus on intent without content stuffingTime is critical, give people answers!- Focus on intent without content stuffing
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0 %
1 %
2 %
3 %
4 %
5 %
SECONDS 20.s 40.s 60 80 100 120
12%
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
Almost 80% of the time is spent above the fold.
People scroll pages with predictable content (wikipedia, news, booking engines etc.)
People scroll, but spend less
time.
IS THE «FOLD» REAL?
8
Pages are scrolled 70% of the time
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
RESEARCH NAVIGATION
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Research architecture validation, with card sorting and users tasks.
Drop mouseovers and make headings and pictures clickable.
Do an internal and external keyword analysis - remove internal jargon
Make the navigation stand out if you want a high successrate.
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
PREDICTING NEXT STEP
10 HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
CONCEPT VIDEOS
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People visit 2-3 competing sites before making decitions, don`t let videos be the only option of informational gathering.
Videos are great for advanced illustration where you show features that is hard to explain with pictures/infographs.
Large concept explainations are seldom the best way to go about it.
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
IGNORED ELEMENTS
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Social boxes Ads Stock photos
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
SLIDERS AND GALLERIES
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WorkWork
Footer (fail) 50% of clicks
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
SAY WHAT ACTION?
CALL ME MAYBE
Jan HagenSenior consultantjan@metronet.no
15
+47 452 88 533
HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN
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