Love at First (Web)site - Anatomy of a Good UX First Impression

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Post on 16-Aug-2015

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  1. 1. Love at First (Web)site Anatomy of a Good UX First Impression Greg Harron, UX Strategist
  2. 2. The web is full of bad rst impressions. @gregharron
  3. 3. Your business will be (quickly) judged by its cover on many levels @gregharron
  4. 4. First impressions can be long-lasting, unforgiving, and critical to your success a snap judgment about the quality of your site can quickly turn into a strong impression of the overall quality of your business. @gregharron Your business will be (quickly) judged by its cover on many levels
  5. 5. And lets face itpeople can be anxious. @gregharron
  6. 6. And lets face itpeople can be skeptical. @gregharron
  7. 7. And lets face itpeople can be guarded. @gregharron
  8. 8. And lets face itpeople can be stressed. @gregharron
  9. 9. And lets face itpeople can be GRUMPY. @gregharron
  10. 10. And lets face itpeople can be GRUMPY. @gregharron As you can see, we are not exactly setting the mood for love at rst sight. People may be a touch on the ornery side as they meet your site for the rst time, so we have our work cut out for us to make a positive rst impression.
  11. 11. Our UX Mission: Frown Inversion :( :) @gregharron
  12. 12. The Mission Brief Our Target: Product Scout(s) - the person(s) tasked with researching and recommending a new product or service for their company. The interests of many internal stakeholders must be considered. User Mindset: - Busy, short on time - Anxious, stressed - Skeptical, guarded - Uninspired to sludge through product info & specs - Grumpy Objective: Deliver a user experience that generates a positive rst impression and builds condence in the value of your offering and your ability to deliver on it. @gregharron
  13. 13. How do we do it? @gregharron
  14. 14. Credibility Trust Opportunity + Ease of Adoption User Condence And maybe, just maybe, EXCITEMENT @gregharron The 1st impression must convey To establish
  15. 15. @gregharron Okay, but HOW do we establish credibility, trust, opportunity, etc? Here are 5 key steps to building user condence (and excitement) through a good rst impression.
  16. 16. 5 keys to a good UX rst impression. Give a proper introduction 1. Be easy on the eyes (in more ways than one 2. Arm your advocates 3. Grease the track 4. Glory by association 5. UX does not stop at UI Make sure the user can clearly understand what you are all about within a second or two of hitting your site! Provide immediate reassurance that the user is in the right place and that they should denitely stick around to learn more about what you have to offer. As part of your intro, you may also want to name drop - throw out a client list or testimonials to provide some condence that you are worth getting to know. 1 @gregharron
  17. 17. 5 keys to a good UX rst impression. Be easy on the eyes (and brain) 1. Grease the track 2. Glory by association 3. UX does not stop at UI 2 Site must be aesthetically pleasing. Visual clutter or chaos will lead to quick exits. A solid design aesthetic will add instant credibility to your business. Literally, ease the users mind by guiding them visually to thoughtfully manage and focus their attention on what is most important. Ration out the information using white space and layout to promote focus and retention of key points. @gregharron
  18. 18. 5 keys to a good UX rst impression. Arm your advocates 1. Grease the track 2. Glory by association 3. UX does not stop at UI 3 Do your homework. Acknowledge and address all relevant stakeholder concerns as clearly and concisely as possible. It should be easy for a scout to detect coverage of key issues with a quick scan. Make it easy to share the info with colleagues. @gregharron
  19. 19. 5 keys to a good UX rst impression. Make change attainable & desirable 1. Grease the track 2. Glory by association 3. UX does not stop at UI 4 The experience must convey ease of use and ease of adoption. Provide clear, obvious, and easy to complete next steps. Change is hard. Acknowledge and address potential barriers to entry. Break down these barriers and make change seem desirable (and easy), not burdensome. @gregharron
  20. 20. 5 keys to a good UX rst impression. UX does not stop at UI5 To be successful, the remainder of the customer experience must live up to the positive rst impression The promises that you are making and modeling with the sites UI in terms of ease-of-use and adoption should carry over into the overall operational execution and customer experience. @gregharron
  21. 21. Once upon a time (Circa 2009), I was enlisted as a product scout researching options for le storage and sharing to reduce costs for our company. Someone had referred me to look at a new kid on the block, DropBox. Well, the site made a great rst impression - all of my preconceived notions, stress, anxiety, and general lack of inspiration around the task were washed away quickly when I visited the DropBox site. After quickly absorbing the rst layer of the site I was actually EXCITED to learn more and get startedand I was excited to proudly share it with my colleagues. It was refreshingly clear and simple. Remembering that experience, I went back to visit the DropBox landing page to see if the magic was still there. Lets take a look @gregharron Consider an example: A DropBox First Impression
  22. 22. At First Glance: Introduce yourself and the value you offer quickly and concisely. Am I in the right place? Just a few seconds for that FIRST rst impression As part of your intro, build some trust & condence through client lists, testimonials Give a Proper Introduction1
  23. 23. Be easy on the eyes (and the brain) Get their attentionwithout screaming. Use white space to minimize distraction and ration out information into easy to consume bites. Give key points room to breathe and your users will breathe a little easier. 2
  24. 24. Arm your advocates Address key stakeholders needs so a product scout can quickly scan to see you have done your homework and considered the top concerns. Productivity Security Training IT Support ROI 3
  25. 25. Note the keywords used: relief = condence, peace of mind, help! revolutionize, better = opportunity, improved way easier = ease of use, ease of adoption Remove barriers to entry by providing clear next steps Make change attainable & desirable 4
  26. 26. UX does not stop at UI The DropBox user experience has promised simplicity and ease of use both in the messaging (as shown here) and through the simple layout and iconography used to deliver the message. To be successful, the rest of the user experience beyond the purchase must live up to the promise of this initial user interaction. 5
  27. 27. Give a proper introduction Be easy on the eyes (in more ways than one) Arm your advocates Make change attainable & desirable UX does not stop at UI 5 keys to a good UX rst impression. @gregharron 4 3 2 1 5
  28. 28. To learn more, check out these other great UX resources from the Centerline Team: UX vs UI: Whats the difference? http://bit.ly/1Nqu3IE How Humans Think - UX and Content Marketing http://bit.ly/1dt0YPN Why User Experience Matters http://bit.ly/1U1oAg1 and even more at centerline.net/insights @gregharron
  29. 29. Questions, comments, examples of some great UX rst impressions? Connect Here: @gregharron @centerline centerline.net/insights thanks.