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Principles of Usability IIStrategy and Design for Web Sites

Present by Patrick Bieser Sr., President Northwoods Software

October 16, 2006

Who am I?

• Created hundreds of web sites• Search logs and web site statistics• Usability studies• Usability books• Made mistakes• Studied best / most successful sites• Mom and Dad are web users• User (just like you)

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October 16, 2006

Summary of Today’s Presentation• Lots of little things

• McDonalds• Examples• User behaviors• More examples• Usability testing

• Fixes cost 75% less before launch• No “right” way. It depends.

October 16, 2006

If your web site is too hard to use…people won’t use it.

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October 16, 2006

Amazon’s Three Things

1. Powerful Search2. Exhaustive Information - Cleanly Presented3. Simple Conversion

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October 16, 2006

Craig’s List – Three Things

1. Instant ‘Get it’ thru Simple design2. Navigation as Content - Scanable3. Simple Conversion

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October 16, 2006

Airlines Formula

1. Good Usability…2. Leads to Conversions…3. Sell More, Save $$

October 16, 2006

Users

• Scan - they’re in a hurry• Are goal-oriented• Get frustrated easily• Dislike choices that require thinking • Are easily disoriented

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Low home page entranceLow home page entrance

Large Trailing TailLarge Trailing Tail

October 16, 2006

First 5 Seconds

• Use Search / Key Application (50%)• Scan the navigation / home page (30%)• Mixed strategies (site map, etc.) (20%)

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October 16, 2006

Writing for the Web

• Write to be scanned• One thought per paragraph

– especially on home page• Cut your words in half then cut again• Use graphic accents to draw attention

– Not to show off your graphic skill• “Flytrap” your content

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October 16, 2006

Web Page Tips

• No marketing lingo or brands in navigation• No “happy talk” or instructions• Show – don’t tell!

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October 16, 2006

Home Page - I

• Don’t make content look like an Ad• Skip “Welcome!” messages• Magic 7• Group Corporate stuff

– about us, stock price, contact us, jobs, etc.• Group Utilities

– search, site map, login, etc.• Graphics: less is more

– 5% - 15%

October 16, 2006

Home Page - II

• Avoid navigation redundancy– waste of space

• Use conventions of popular sites– search– site map – breadcrumbs– logo click takes you to Home

Page

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October 16, 2006

So What?

Lessons learned apply to your website• Substance 98% trumps Sizzle 2%• Content 80% trumps Brand 20%• Conventions 75% trump Creative 25%• Simplicity is King• A focus on usability is the single largest factor

common among successful websites.• Lemmings….

October 16, 2006

Stereotypes of Key Influencers

Web Designers• Are not normal• They are power users• Don’t think / behave like our audiences• Went to school to learn: visual design, branding and

marketing for print, TV, radio. • Not taught about the web (it’s a technical thing)• Paid to be creative and clever, not to follow conventions

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October 16, 2006

Stereotypes of Key Influencers

Directors / Executives• Don’t always “get” the web• Want more “Sizzle”• Listen to well meaning people they trust (who may not “get” the

web)• Need to be patiently educated by credible sources

October 16, 2006

Stereotypes of Key Influencers

IT Professionals• See the web as a technology• Don’t get all this “branding” and “usability” stuff• Make decisions based on tools, certifications,

and integration needs• Need to have their web sensitivity patiently

increased by credible sources

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October 16, 2006

Stereotypes of Key Influencers

Marketing Types• Put too much emphasis on look and feel • See the web as an extension of their branding initiatives• Assume print and web are mostly the same• Need to read ‘Don’t Make Me Think’

October 16, 2006

The DifferencesThe purpose of non-web marketing• Grab eyeballs• Create an impression• Build brand awareness• Drive conversions (i.e. go to your website)The purpose of a website• Offer intuitive and useful information, without

annoying or confusing your visitor, so they will reach a goal page and convert.

The purpose of a web application• Offer intuitive interface for retrieving / entering

information that requires minimal training and results in high accuracy.

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October 16, 2006

Aim for simplicity

The truth is…simplicity is hard

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October 16, 2006

Group Usability StudyCan you find…

October 16, 2006

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October 16, 2006

Usability Methods• Card Sorting:

– Group top and second navigation– Name them

• Current Site: – Ten tasks– Talk out loud – Tape it

• Paper Prototype: – What would you click on?

• Look at web / search logs• 80% of 80%

October 16, 2006

Usability Testing

• Informal • Low cost and effective• As few as 3-5 users

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October 16, 2006

Top Eight User Complaints

• Flash (the bad kind)• Font is too small• Non-standard links• Content Not Written for the Web• Bad Search Results• Browser Incompatibility• No Contact / Company Info• Inadequate Photo Enlargement

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October 16, 2006

“It’s not the number of clicks... it’s how hard each click is!”

- Steve Krug