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Damien Austin-Walker
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Designing for a great
User Experience
What is User Experience?
But first...
Why do you need a website?
Objectives:
what do you want to achieve?
• Organisation goals
• Website goals
• Conversions o sign up a volunteer
o make a sale
o make a donation
o register
o share on social network
User experience:
a means to an end
- to achieve a goal
What changes to
experience change
conversion positively
or negatively ?
Rinse and repeat.
Who does your website need to
speak to?
Include external and internal stakeholders
What do they want from the site?
How can the site provide value or be of use for them?
What is it that they are trying to get done by using your site or service? Understand their purpose for
using you, how they talk about it, Where they are coming from.
Have empathy with your users. See it from their perspective. If you know the job they want to get
done, you can put yourself in their shoes in order to make the right decisions.
How will they access the site?
Desktop, tablet, mobile?
If starting from scratch
consider Mobile First or
Responsive Design.
What makes a great experience?
Developing personas for your primary audiences can help
in identifying what makes a great UX for each
Young person (under 18)
Young person (18-25)
Corporate supporter
Supporter (friends and family)
Funder
* Sketches courtesy of my lovely agency yoomee
User Experience Honeycomb
Copy and Information Architecture
Q. How do users read on the web?
A. They don't
Users mostly glance at each new page and scan text. They
click on the first link to catch their eye or which vaguely
resembles what they’re looking for. There are large areas of
the page they don’t even look at. In other words, they read
the web like a billboard rather than a document.
Look at any video game – they rarely have more than three
option buttons on any one screen. Too many choices
confuse.
Usage lifecycle
a user progresses from initially being unaware, through
being a first-time user, to ultimately becoming a
passionate user.
Creating a great User Experience
1. Respect the usage lifecycle Realise that not all users are at the same level of experience with the website.
2. Use mental models The site’s user interface should reflect how users perceive the real world, not how the technical
implementation is structured.
3. Less is more People don’t read the web like books, they scan copy looking for headlines and key points. Focus on
short web copy and minimise choices.
4. Test with real users All changes should be regularly tested on real users, with time allowed for feedback and
improvements.
Everybody's Job
Great user experience needs to be part of the
mindset and focus of the whole organisation
Pleasure in the simple things in life
Damien Austin-Walker
@b33god
Head of Digital - @vInspired