website usability & user experience: veel bezoekers, weinig klanten?
TRANSCRIPT
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Usability - Veel bezoekers, weinig klanten? VIGC Academy – 12.5.2016
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Goals of this session
• Introduce a User Experience framework
• Learn how to do usability tests
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User Experience Framework
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UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CANVAS CUSTOMER INSIGHT MAP
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Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals
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Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals
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“Nobody cares about your product or service like you do” Paul Boag – UX Consultant/Author/Speaker
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h"p://bit.ly/1SsEYFf
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“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)
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Business goals • Easy to understand form
• 100% correct pricing
• Minimum abandon rate
User needs • Attractive price
• Guarantees
• Customer service
• Subscribe directly online
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10 times more online contracts than expected
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Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals
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Product/Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
Customer Experience Business goals
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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/
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Organize stakeholder workshops
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TRUST THE PROCESS
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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
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UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CUSTOMER INSIGHT MAP
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Activities &
Tasks
VALUE PROPOSITION
Technology &
Location
Behavior &
Emotion
ROLES
Customer insight map
Customer
Experience
Data &
Information
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Activities &
Tasks
VALUE PROPOSITION
Technology &
Location
Behavior &
Emotion
ROLES
Customer insight map
Customer
Experience
Data &
Information
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Silicon Valley’s Youth Problem
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http://bit.ly/1LZHgfA
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Service safari
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Activities &
Tasks
VALUE PROPOSITION
Technology &
Location
Behavior &
Emotion
ROLES
Customer insight map
Customer
Experience
Data &
Information
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No?
Then it’s time to
GOOB
Do you have sufficient answers?
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Let's get out of this building…
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…and enter into the real world
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Meet customers
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Do card sortings
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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
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UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CUSTOMER INSIGHT MAP
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Customer journey
EXPERIENCE MAP
SERVICE BLUEPRINT
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http://bit.ly/1NLh2bZ
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http://bit.ly/1RmSB68
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Service blueprint
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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
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UX framework
CUSTOMER JOURNEY DESIGN VISION
VALUE PROPOSITION CUSTOMER INSIGHT MAP
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h"p://www.higroup.com/wall/do-not-copy-giants
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Design vision
USABILITY PRINCIPLES
DESIGN DESIGN PRINCIPLES
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BASED ON HOW PEOPLE
Feel
Think
Hear See
Interact Behave
Usability principles
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Usability principles
Usability principles
Design theory UX research Project evidence
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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
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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
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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.
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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.
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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.’
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UX research Examples, practices, inspiration, connecting dots,…
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h"ps://goo.gl/JADBMw
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h"ps://goo.gl/13sXo3
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• Not recognizable as such • “Help, they’re moving around” → auto-forwarding • Difficult to interact with
Source: Usability Geek - http://bit.ly/YNzTR1
CAROUSEL FAILURES
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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
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• 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
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“On the homepage business can do what they like. But in the funnel, we’re calling the shots.” WillemWijnen–ChiefMarke1ng&E-commerceOfficeratTheS1ng
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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
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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
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Project evidence Experience from projects
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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
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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
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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
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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
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Design vision
USABILITY PRINCIPLES
DESIGN DESIGN PRINCIPLES
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1 2
3
Design principles
Principle
Principle
Principle
DESIGN
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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
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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
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PEOPLE ARE MOTIVATED BY MASTERY, PROGRESS & CONTROL
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PEOPLE ARE MOTIVATED BY MASTERY, PROGRESS & CONTROL
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
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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
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How to test
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Designing = visualising assumptions
Assumptions need to be investigated whether they are true (or not)
Testing ≈ Lean UX principle
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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
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https://vwo.com/ab-testing/
A/B testing – what is it?
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https://vwo.com/ab-testing/
A/B testing – what can you test?
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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’
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USERS
Feel
Think
Hear See
Interact
Behave
Live testing
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Live testing
• With real representative users, in the user’s habitat • One-on-one • Using task-oriented test scripts • Via think aloud method
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When to test?
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How much testing?
5 = 80% 1 > 0
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Cold shower, anyone?
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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
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“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.
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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 Group [email protected]
Thank you and good luck!