site usability smackdown webinar
DESCRIPTION
It's no holds barred when three corporate Web sites step into the ring with our usability experts. Jen "The Business End" Modarelli and Rockin' Robin Stevens tag-team to dish out the pain for ROI gain. Warning: this deck features extreme acts of usability.TRANSCRIPT
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
The Five-Point Usability Checkup
Could your site pass the test?Jen Modarelli
Principal, B2B [email protected]
Robin StevensDirector, User [email protected]
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
What we’ll cover today
2010 trends
White Horse’s user experience discipline
Expert reviews as an effective planning tool
Key user experience concerns for web sites
The five questions that get an evaluation started
Live site examples: Checkups 1, 2 & 3
White Horse One Sheet to get you started thinking about your own site
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
2010 online challenges
Convergence of media
Integration of media
Single voice to the customer
Holistic approach to all aspects of your Web sites; internet, intranet and extranets
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
2010 online initiatives
Doing more with less
Effective use of online media tactics with a high degree of measurability and effectiveness
Online customer experience measurement tools
Long range planning involving bringing all aspects of your businesses Web presence into a cohesive customer voice and measureable and scalable platforms
Start point = assessing your current customer experience
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Our User Experience Practice Started in 1999 Recognized by Forrester as one of the top agencies in
the country for persona led design. Our team members represent decades of experience
from a wide range of backgrounds including:– Agency side - Client side– Usability - Statistical analysis– Research methods - Computer Human Interaction – Product management - Technical communications
Robin Stevens Craig Schommer Anne DeRidder Olivia C. Williamson Jennifer BlomquistThe Director The Analyst The Rationalist The Ethnographer The Technician
Robin Stevens Craig Schommer Anne DeRidder Olivia C. Williamson Jennifer BlomquistThe Director The Analyst The Rationalist The Ethnographer The Technician
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
What’s unique about 2010?
Cohesion of all online initiatives to embrace all aspects of customer engagement.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
UX
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Users don’t just want good content; they want it to be easy to find and use. -- Megan Burns, Forrester Research
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Meet the right needs of the right customer type at the right time.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Multiple customer types with varied needs
The Product User (multiple types?)
The Economic Decision Maker
The Influencer/Technical Evaluator
The Purchasing Agent
The Media/Analyst/Investor
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
What’s an Expert Review?
Experts review sites from a customer perspective
Based on standard usability principles and best
practices
Quickly pinpoints major problems in the information
architecture, visual and interaction design
Can be brief, high-level snapshots or diagnostic tools
Standard engagements include design solutions
balance business objectives with customer goals
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
5 IQs
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Five Key Usability Questions for all Web Sites
1. Is your brand message communicated quickly, clearly and effectively?
2. Is your site nomenclature logical and easy to understand?
3. Do users always know where they are on your Web site?
4. Are distinctive task paths easy to identify for different customer types?
5. Are your calls to action easy to identify and act upon?
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
The Usability Smackdown
The Good
The Bad
The Ugly
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
The Good
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Usability Checkup
Brand Message
Site Nomenclature
Distinct Task Paths
Site Wayfinding
Calls to Action
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Task Paths•IBM speaks directly with different customer types•This example is a rich media entry to a persona-specific portal – a good practice for information rich sites•IBM follows suit for additional personas (like business partners, developers, journalists and job seekers).
Task Paths•IBM speaks directly with different customer types•This example is a rich media entry to a persona-specific portal – a good practice for information rich sites•IBM follows suit for additional personas (like business partners, developers, journalists and job seekers).
Expert reviews this presentation from Robin Stevens & Anne DeRidder
of White Horse
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Wayfinding + • Good good use of consistent
tertiary-level templates and bread crumbs (which is needed in this content-rich site)
• The primary nav drop-downs are un-navigable creating frustration for the user and higher risk of site abandonment
Nomenclature• Navigational nomenclature
is easy to understand for all different kinds of people
Wayfinding + • Good good use of consistent
tertiary-level templates and bread crumbs (which is needed in this content-rich site)
• The primary nav drop-downs are un-navigable creating frustration for the user and higher risk of site abandonment
Nomenclature• Navigational nomenclature
is easy to understand for all different kinds of people
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Calls To Action• There are multiple calls to
action, but how many are too many?
• This UI presents the users with a multitude of choices and will inevitably suppress conversion.
• Volume of content is overwhelming so customers may interact with customer support rather than navigate the site.
Calls To Action• There are multiple calls to
action, but how many are too many?
• This UI presents the users with a multitude of choices and will inevitably suppress conversion.
• Volume of content is overwhelming so customers may interact with customer support rather than navigate the site.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
The Bad
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Usability Checkup
Brand Message
Site Nomenclature
Distinct Task Paths
Site Wayfinding
Calls to Action
Brand Message• The site does not provide a
clear brand value proposition for the importance of associating with Blue Cross Blue Shield
• There are no clearly organized and labeled task paths to create the perception that this organization has a clear mission and purpose.
Brand Message• The site does not provide a
clear brand value proposition for the importance of associating with Blue Cross Blue Shield
• There are no clearly organized and labeled task paths to create the perception that this organization has a clear mission and purpose.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Site Nomenclature• In the pull down menu
displayed here, each option provides scant clues to the content behind the label
• The term blue complicates decision making
• This landing page uses jargon
• Some text not properly formatted for the Web.
Site Nomenclature• In the pull down menu
displayed here, each option provides scant clues to the content behind the label
• The term blue complicates decision making
• This landing page uses jargon
• Some text not properly formatted for the Web.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Task Paths• Although not on the home
page, the “Blue Finder” landing page does provide distinct task paths
• Message isn’t on point• Blue nomenclature still
overwhelms decision-making ability
Task Paths• Although not on the home
page, the “Blue Finder” landing page does provide distinct task paths
• Message isn’t on point• Blue nomenclature still
overwhelms decision-making ability
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
An alternate (good) example• Anthem is a major site
branded Blue Cross Blue Shield
• You’ll find clear paths for major site visitor types with clear value propositions for each.
• The site also surfaces access to primary task paths (Login, find a doctor, etc.) and solid brand fidelity that inspires confidence in the healthcare organizations.
An alternate (good) example• Anthem is a major site
branded Blue Cross Blue Shield
• You’ll find clear paths for major site visitor types with clear value propositions for each.
• The site also surfaces access to primary task paths (Login, find a doctor, etc.) and solid brand fidelity that inspires confidence in the healthcare organizations.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
The Ugly
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Usability Checkup
Brand Message
Site Nomenclature
Distinct Task Paths
Site Wayfinding
Calls to Action
Task Paths• No clear home page call to
action for residential or commercial contractors
• Appears to target residential decision makers only, although inside pages support other user types
BrandingInsulation is indeed pink, but
branding can be more effective with product images and improved navigation paths, rather than the pink text.
Task Paths• No clear home page call to
action for residential or commercial contractors
• Appears to target residential decision makers only, although inside pages support other user types
BrandingInsulation is indeed pink, but
branding can be more effective with product images and improved navigation paths, rather than the pink text.
Wayfinding• No indication in primary
navigation about where user is in site.
• Label at top right is in unconventional spot
• Nice clear page title: “Insulation, Roofing, Basement Finishing and Acoustic Systems for the Home”, but scanning the page doesn’t add up to the same message.
Wayfinding• No indication in primary
navigation about where user is in site.
• Label at top right is in unconventional spot
• Nice clear page title: “Insulation, Roofing, Basement Finishing and Acoustic Systems for the Home”, but scanning the page doesn’t add up to the same message.
Task PathsAlthough site appears to be
geared to residential decision makers, examination of the Composites area reveals this overview of end-use markets – definitely geared towards the B2B user.
Task PathsAlthough site appears to be
geared to residential decision makers, examination of the Composites area reveals this overview of end-use markets – definitely geared towards the B2B user.
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Calls to ActionTask Paths• Found a backdoor entrance
to commercial site• Note new navigational
options and no evidence of where user is in site hierarchy
• Top right label area is now used to mark a new site rather than a site area
Calls to ActionTask Paths• Found a backdoor entrance
to commercial site• Note new navigational
options and no evidence of where user is in site hierarchy
• Top right label area is now used to mark a new site rather than a site area
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Five Key Usability Questions for all Web sites
1. Is your brand message communicated quickly, clearly and effectively?
2. Is your site nomenclature logical and easy to understand?
3. Do users always know where they are on your Web site?
4. Are distinctive task paths easy to identify for different customer types?
5. Are your calls to action easy to identify and act upon?
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Other methods White Horse uses to evaluate a site’s usability
User Interviews Surveys Listening Labs
– observe users in structured setting Web Traffic Analysis Peer and Competitor Benchmarking Persona and Scenario Development Online Customer Experience Measurement Usability Testing Task Analysis
© 2009 White Horse Productions, Inc. Content may not be reused without permission.
Questions?Jen Modarelli
Principal, B2B [email protected]
Robin StevensDirector, User [email protected]
© 2009 White Horse Productions, Inc. Content may not be reused without permission.