how do we create great user experiences?

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

7

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

9

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

11

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

12

Social boxes Ads Stock photos

HOW DO WE CREATE GREAT USER EXPERIENCES? JAN HAGEN

SLIDERS AND GALLERIES

13

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