the intimacy of user experience
DESCRIPTION
simple techniques to create a meaningful and lasting relationship with your web audienceTRANSCRIPT
The Intimacy of User Experience
simple techniques to create a meaningful and lasting relationship with your web audience
09 July 2013 • #UNHCS13Neil Larson, Technical Lead, New & Emerging Media
Forming a Connection
Establishing Your Presence
First Impressions
Building the Relationship
Lasting Impressions
This correlates to…
Key Concepts
Psychology• Who your users are, how will they find you, and what are
they looking to learn?
Design• How your design & layout choices affect your audience
Content• How your content is perceived by your audience
Usability• Level of ease in navigating and exploring your site
How will they find you?
Hyperlinks
Other siteSocial mediaEmail or IMQR codes, texts
Typing in a URL
• Short• No extraneous characters• Real words with meaning• Character clarity
Web Search
Google or Bing
SERP snippet is your calling card…
Typing in a URL
This is bad
How will they find you?
This is better!
Typing in a URL
How will they find you?
it will probably be:
Web Search
How will they find you?
…but don’t bank on it!
SERP: Search Engine Results Page
Paid advertising via Google AdWords
Organic (natural)search results
SERP Snippet
Page Title (meta)URL
Description (meta)
SERP SnippetPage Title (Meta Tag)
• Include the name of your site, not just the specific topic.
• Use Vertical Bar to separate entities• Approximately 65 characters
SERP SnippetPage Title (Meta Tag)
Drupal users take note if changing your title…
Your URL alias may change as well. If you have already shared the link through social media or otherwise, uncheck the ‘automatic alias’ box so that your URL can remain the same.
Webpage URL
• Concise but relevant• Consider using keywords or phrases• Separate words with hyphens• Use real or recognizeable words, keep
abbreviations to a minimum• Tildes (~) denote amateur websites
SERP Snippet
Bad URLsSince spaces can’t exist in URLs, this may cause some confusion. Most people are used to deciphering strings of text
Avoid tilde characters and try to get around using “weighty” words like ‘adult’ in your URL.
Link shortener services like bit.ly are great, but especially for print situations, be sure to customize them with real words. In this case the last two characters are unclear. After two failed attempts to type in a URL, most users will give up & move on…
Bad URLs
come on, really…?
Description
SERP Snippet
• 150 – 160 characters; think of this with a Tweet-composing mentality.• In other words, be compelling.• If description field is non-existent, search engines will grab either the first
text that appears on your site, or possibly some arbitrary text instead, which might not have a lot of relevance to your site!
• Drupal users: check in with Web Solutions for a way to optimize your meta descriptions
Preview your SERP snippets!
First Impressions
• Headers• Layout / Design• Body Text
First Impressions
• Headers• Layout / Design• Body Text• Images & Multimedia
THESE ARE BAD!!!
First Impressions
• Headers• Layout / Design• Body Text• Images & Multimedia• Video
Next Steps: Building a Strong Relationship
Site Content
Usability
Lasting Impressions
MemorabilityTrustCore StrengthEmotion
