The 7 Most CommonUsability Issues

March 2015

Stef Miller | @supahstef #invisionwebinar

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Beware of Multi Level Navs

Lesson one

Multi Level Navs

Multi Level Navs

• Poorly organized information

Multi Level Navs

• Poorly organized information• Hover tunnels = early collapsing

Multi Level Navs

• Poorly organized information• Hover tunnels = early collapsing• Inconsistent triggers

Multi Level Navs

Multi Level Navs

• Don’t rely on the back button

Multi Level Navs

• Don’t rely on the back button• Labels help

Multi Level Navs

• Don’t rely on the back button• Labels help• Remember context

Links should look like links

Lesson two

Navigating  through  a  site  shouldn’t  be  a  process  of  trial  and  error.  

Links

Links

• Difficult to discern what is or is not a link • Missing click history • Inconsistent link styling in the same view

More payment options

Lesson three

UX Archive

Payment options

Payment options

• Optimize existing checkout flows

Payment options

• Optimize existing checkout flows• Implement a virtual wallet

Payment options

• Optimize existing checkout flows• Implement a virtual wallet• Don’t forget trust

Payment options

• Optimize existing checkout flows• Implement a virtual wallet• Don’t forget trust

Not all icons are universal

Lesson four

Drag or expand?

http://www.exquisitetweets.com/collection/lukew/2919

http://www.exquisitetweets.com/collection/lukew/2919

Icons

Icons

• Consider context

Icons

• Consider context • Use tooltips

Icons

• Consider context • Use tooltips• Try your designs out with real users

Consistency is one of the most powerful usability principles: when things always behave the same, users don’t have to worry about what will happen. Instead, they know what will happen based on earlier experience. ”

“

Jakob NielsenUser Advocate and principal of the Nielsen Norman Group

S

Social security matters

Lesson five

S

Social security matters

Lesson five

So  does  copy!

Social privacy matters

Lesson five

Social privacy

Social privacy

• Be transparent

Social privacy

• Be transparent • Make your privacy policy accessible

Social privacy

• Be transparent • Make your privacy policy accessible• Look for serendipitous moments of interaction

Advertising lacks consistency

Lesson six

Advertising

Advertising

• Consistent copy and images

Advertising

• Consistent copy and images• Continue the conversation from ad to landing page

Advertising

• Consistent copy and images• Continue the conversation from ad to landing page• Keep the messages simple

Advertising

• Consistent copy and images• Continue the conversation from ad to landing page• Keep the messages simple• Work with marketing or advertising teams

Advertising

• Consistent copy and images• Continue the conversation from ad to landing page• Keep the messages simple• Work with marketing or advertising teams• Ask for campaign results to measure performance

Categorization is vital

Lesson seven

There’s  no  perfect  way  to  categorize  pages  or  products  (but  there’s  a  right  way  to  do  it).

Categorization

Focus on building intuitive experiences

A mental model is what the user believes about the system at hand. ”

“

Jakob NielsenUser Advocate and principal of the Nielsen Norman Group

Categorization

• Learn from your users

Categorization

• Learn from your users• Improve mental models

Categorization

• Learn from your users• Improve mental models• Add cross-references

Categorization

• Learn from your users• Improve mental models• Add cross-references• Solve for your primary audience(s)

Categorization

• Learn from your users• Improve mental models• Add cross-references• Solve for your primary audience(s)• Make sure your search works

Categorization

What next?

Multi-­‐level  navs  aren’t  user  friendly  Mega  menus  and  clickable  menus  help  create  a  better  experience  for  your  users.  

Links  should  look  like  links    Tried  and  true  link  conventions  from  the  early  days  of  the  web  are  still  the  most  effective  ways  to  format  your  links.  

Consider  more  payment  options  Virtual  wallet  services  are  a  great  way  to  make  checking  out  easier  and  more  secure.  

Not  all  icons  are  universal  Test  users  for  comprehension  and  use  tool  tips  to  describe  your  most  important  icons.  

Social  privacy  concerns    Always  be  transparent  with  how  you'll  be  using  your  user  information.  

Ads  should  be  consistent  with  landing  pages    Maintain  the  theme  from  your  ads  to  your  landing  pages  and  continue  the  conversation  that  brought  users  to  your  page.  

There’s  no  perfect  way  to  categorize  pages  or  products    Test  your  internal  search  and  use  card  sorting  to  find  the  categories  that  work  best  for  your  customers.

Research Design Build Optimize

Thank you!

March 2015

Stef Miller | @supahstef #invisionwebinar

Get  a  5-­‐minute  video  of  a  real  person  using  your  site  or  app.  peek.usertesting.com