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Usability: Whats The Use by PRWD & Sigma
The document discusses the importance of usability in user experience design, emphasizing methods for improving ease-of-use and customer engagement. It provides insights into how usability testing can enhance website conversion rates and features case studies that highlight successful implementations of best practices. Additionally, the text outlines various strategies for effectively gathering user feedback and information during the design process.
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Usability: Whats The Use by PRWD & Sigma
- 1. Usability, What’s theuse? Paul Rouke Head of Usability, PRWD Christopher Bush UX and Design Consultant, Sigma
- 2. About Sigma TheUK arm of a 1300 strong IT consulting group, Sigma AB Publicly listed on the OMX Nordic - Stockholm Global offices: Sweden, UK, USA, China, Ukraine and Hungary Partnerships: Microsoft, IBM and Oracle User experience design, implementation and consulting Web, mobile and application design and development CMS implementation (Umbraco, WordPress, EPiServer,) Copywriting, content creation and migration Training in social media and writing for the web User engagement: interviews, focus groups Usability and accessibility testing Requirements definition and solution design (JAD) Rapid prototyping for web and mobile UI design and interface testing
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- 4. A specialist usability& conversion optimisation consultancy run by Paul Rouke Provide services to help improve website conversion rates Expert evaluations Usability testing Split and multi-variate testing In-house consultancy Training About PRWD
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- 6. Usability is a quality attribute that assesses how easy user interfaces are to use. The word "usability" also refers to methods for improving ease-of-use during the design process. What is usability?
- 7. We all knowhow important it is to be considerate of what people want… especially when buying presents… …look what can happen when we ’re not!
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- 9. How can usabilitytesting help you? Understand your users Inform design Eliminate problems & frustration Improve customer service and profitability Reach more people
- 10. How does agood experience improve the effectiveness of your site?
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- 12. What they don’tdo Stay still Think that they know best Ignore what their customers are saying Presume their brand credibility means visitors will automatically trust them as an online retailer.
- 13. “ Our inhouse UX team spent weeks wireframing, designing, prototyping and usability testing a whole raft of new features that our customers had told us they wanted over the years” James Hart, eCommerce Director @ ASOS An example of what they do
- 14. What this approachhas led to Truly one of the most usable and user friendly shopping baskets I’ve seen A superb example of what I always recommend retailers, irrespective of their size , should focus on… and this is…
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- 16. ASOS and theirusable shopping basket
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- 24. Turning the negativearound
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- 28. Mobile experiences Mobilecommerce is a small but growing market
- 29. Mobile experiences 8%of shoppers completed purchases over Christmas 2010 survey of 10,000 shoppers by ForeSee Results, Jan 2011
- 30. Common uses ofmobile So what is everyone doing?
- 31. Common uses ofmobile Location based services
- 32. Common uses ofmobile Small purchases & Micro payments
- 33. Common uses ofmobile Product research & reviews
- 34. Common uses ofmobile Product comparison
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- 37. Amazon Simple &predictable UI
- 38. Amazon Focus onbrowsing
- 39. Core navigation atfoot of page Amazon
- 40. Amazon Lots ofsupporting information
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- 45. Project overview Afull e-commerce platform redevelopment Integrating with best of breed web technologies
- 46. What they don’tdo Forget that its their customers that really matter
- 47. How PRWD helpedWe delivered 2 rounds of moderated, lab based user testing Here are some of the key insights gained…
- 48. “ It’s goodinformation and a quick way of finding things. I like it” Mega menus make browsing easy “ Product grouping is good, and there's not too much of it, it's all there, not needing to scroll. I prefer to click and go to another page than scroll so this is good”
- 49. “ If I'mlooking for something that I've never owned before, I love it if there are customer reviews” “ I like them, its better to hear off someone who's already got one rather than the person who's selling it” “ Customer reviews are good, if people are boring enough to write them , I wouldn't. I would definitely read for expensive items” Users love rating & reviews
- 50. “ I doexpect to see videos now - they have them with clothes now. I wouldn't have expected it in the past but you see it a lot more so for a new website I'd definitely expect it and do find it really helpful” “ I like the video, it's giving me information that isn't in the description” Video demonstrations help the user
- 51. “ Free postageover £50 is a good thing, it would make me buy more just to not pay the postage” “ Free delivery is a big plus, even if it's incorporated within the price – I’m happy for it to be incorporated into the price” Cost of delivery can be a deal breaker
- 52. More insights Thetime I had with 9 women in 9 hours – (Google ‘ 9 women x 9 hours ’ ) 10 e-commerce best practice features – (Google ‘ Lakeland best practice ’ )
- 53. Usability & webforms Common sense principles you can follow: Keep them simple Only ask for the minimum info required People are busy, they don ’ t have time for big forms
- 54. Which form willvisitors use most?
- 55. 14% 86% Whichform do visitors use most?
- 56. What is thesales conversion rate?
- 57. What is thesales conversion rate? 17%
- 58. What is thesales conversion rate? 17% 55%
- 59. Lessons learnt Useexisting customer knowledge to tailor your online experience Enquiry forms can be long Enquiry forms can ask users to complete multiple fields Your enquiry form can help qualify prospects, saving you time and money
- 60. Case studies BrandCentral
- 61. How Sigma helpedProduct discovery and research exercises Large scale user engagement (remote and face-to-face) with a with users across AMER, EMEA, APAC and Greater China Two rounds of formal lab testing Creative, interaction design and solutioning work Development Product awareness video and training
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- 64. Lessons learnt Alwayshave a home button Language and terminology can be BIG blockers Make it easy… Interface elements should be recognisable and predictable Reduction of complex features can increase usage
- 65. Case studies BrandCentral feedback "At last – everything a creative agency could possibly need for each IHG brand, in one place and always up to date – genius!!! ” Hotcake marketing
- 66. Case studies BrandCentral feedback "Brand Central has provided a quicker than average route to market and excellent resource for our hotels, enabling them to access new artwork designs which can be harnessed for far reaching marketing activity that in turn converts to commercial gain within our estate. ”
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- 76. Usability for leadgeneration
- 77. Original version ImpactVs Content?
- 78. Test version AWhich test won?
- 79. Original v Testversion A - RESULTS + 9% Which test won?
- 80. Test version A– What and why? Make the required and optional information more obvious Remove the back button to encourage completion Which test won?
- 81. Buttons, don’t youjust love ‘em! Use button size, style and colour to focus the user and increase conversions
- 82. Test version AWhich test won?
- 83. Test version BWhich test won?
- 84. How do Ultralasedo this?
- 85. Who What WhyLets do it How do Ultralase do this?
- 86. Test version Av Test version B - RESULTS + 66% Which test won?
- 87. Answering potential questionsencourages conversions Branding can be replaced with useful user information Information can help to turn off poorer quality prospects Think - who > what > why > lets do it Lessons Learnt
- 88. The use ofusability… Understand users Inform design Eliminate problems Improve service & profitability Reach more people
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- 90. Office: 0161 2280585 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA Sigma PRWD Office: 01625 427718 Email: Hello @ wearesigma.com Web: http://www.wearesigma.com Sigma Ropewalks, Newton street Macclesfield SK11 6QJ Mobile: 07739 745 126 @WeAreSigma @PRWD / @paulrouke
- 91. Usability articles, casestudies, resources & best practice available here: http ://blog.prwd.co.uk/usability/UX101
Editor's Notes
- #2 Green Engage Application for InterContinental Hotels Group http://www.wearesigma.com/BigChip2011/green-engage-submission.html Corporate Website for Citizens Advice http://www.wearesigma.com/BigChip2011/citizens-advice-submission.html Brand Central website for InterContinental Hotels Group http://www.wearesigma.com/DigiAwards2011/brand-central-submission.html
- #10 Improve profitability: The goals and objectives you set achieve Increase sales / subscribers (make it easy for a user to find and purchase something) Reduce help and support calls Provide a satisfying experience to encourage repeat sales and recommendations. Keep records of user testing. Understand your users Inform design Eliminate problems & frustration Increase profitability Improve customer service Reach more people
- #18 Waitrose: Has anybody heard about Waitrose website? Note: 1 common mis-conception is that visual design makes something usable Waitrose has had quite a lot of negative feedback, but has a strong design. There are numerous points to address but I would like to talk about 2 in particular. The navigation system and some calls to action. Navigation system Checkout process Negative into a positive (forum)
- #19 If site changes use slides.
- #25 Waitrose: Has anybody heard about Waitrose website? Note: 1 common mis-conception is that visual design makes something usable Waitrose has had quite a lot of negative feedback, but has a strong design. There are numerous points to address but I would like to talk about 2 in particular. The navigation system and some calls to action. Navigation system Checkout process Negative into a positive (forum)
- #31 Location based purchases, Smaller purchases R
- #32 Find a company, find a store,
- #33 Location based purchases, Smaller purchases R
- #35 Location based purchases, Smaller purchases R
- #37 Looks like other mobile interfaces. (familiar) predictable.
- #38 Looks like other mobile interfaces. (familiar) predictable.
- #42 Apps and Sites have different user bases. Websites Apps work better for customer loyality Integrating with best of breed web technologies
- #43 Apps and Sites have different user bases. Websites Apps work better for customer loyality Integrating with best of breed web technologies
- #61 Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
- #66 Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
- #67 Brand central: What is it? InterContinental Hotels Group (IHG) are the world ’ s largest hotel company with over 146 million room nights per annum, more than 640,000 rooms and over 4,400 hotels in 100 countries and territories around the world. At the heart of IHG are their seven brands ; InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge and Candlewood. Each brand is unique and offers something different to guests. Historically, IHG staff and other users have struggled to find the brand related content they require, having to look in several different repositories and often wondering if the content they found was the most up-to-date version. IHG recognised that there was a need for a site which offered central and trusted online resources for brand related information and assets, which could be easily accessed by several key audiences including third party suppliers, hotels and internal marketing teams who all required different levels of access. Large information repository designed to function like a commerce site Quick walkthrough Main changes – Labels Interface elements Search and advanced search features reduced
- #68 Demo