precedent #usabilityfail seminar part two
DESCRIPTION
Slides from part two of #usabilityfail: stop wasting your marketing budget on bad usability.Seminar presented in Perth, Western Australia November 2011TRANSCRIPT
An introduction to Precedent #PrecSem
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#PrecSem
Usability The golden rules
#PrecSem
The golden rules 1. ignore the myths 2. consistency is king 3. content, content, content 4. focus on forms 5. mobile is a must 6. accessibility is relevant
1. ignore the myths
Myth #1 People don’t scroll
Myth #1 People don’t scroll
Myth #1 People don’t scroll
Length of the page has no influence in the likelihood that a user will scroll down the page. Source: Clicktales – ‘Unfolding the fold’
Myth #1 People don’t scroll
Less content above the fold even encourages users to explore below the fold. Source: CX partners – ‘The myth of the page fold’
Myth #1 People don’t scroll
Myth #1 People don’t scroll
Myth #1 People don’t scroll
Myth #1 People don’t scroll
Myth #2 All pages should be accessible in 3 clicks
The satisfaction of users doesn't depend on the number of clicks. Source: Joshua Porter –’Testing the Three-click rule’
Myth #2 All pages should be accessible in 3 clicks
‘ Users would rather have several links telling them they’re headed in the right direction at each step,
than think through lengthy lists of links and hope they guess the right place.’
Jakob Nielsen and Hoa Loranger Source Prioritizing Web Usability
Myth #2 All pages should be accessible in 3 clicks
Myth #2 All pages should be accessible in 3 clicks
Source: Getting Confidence from Lincoln ‘Jared M. Spool’
Myth #2 All pages should be accessible in 3 clicks
Myth #2 All pages should be accessible in 3 clicks
Myth #2 All pages should be accessible in 3 clicks
Myth #2 All pages should be accessible in 3 clicks
Myth #2 All pages should be accessible in 3 clicks
Myth #2 All pages should be accessible in 3 clicks
Myth #3 The homepage is your most important page
2008 | 25% came via Home page
2010 | 10% came via Home page
Gerry McGovern Source: The decline of the home page
Myth #3 The homepage is your most important page
Amount of page views for specific time period Source: Joshua Porter – Prioritizing design time
Home Page
Article Pages
Myth #3 The homepage is your most important page
Page views by area of the site Source: Joshua Porter – Prioritizing design time
2 templates = 57% of page views
Home page = 9% of page views
2. consistency is king
Gently hold your user’s hand • Users learn from other sites • Visual and linguistic cues make a
huge difference • Don’t make them think
Open door
Enter
Give name on reservation
Wait to be seated
Sit down
Order drinks
Put napkin on lap
Look at menu
Discuss menu
Order meal
Talk
Drink water
Eat salad or soup
Meal arrives
Eat food
Finish meal
Order dessert
Eat dessert
Ask for a bill
Bill arrives
Pay bill
Leave tip
Get coat
Leave Bower, Black and Turner, 1979
3. content, content, content
Chance of text being read = 1
Volume of text
Content volume
Time
The bad
Tedious waffle Writing for the web can be a daunting process for a lot of people. You’ll notice the same three mistakes tend crop up time and time again.
To the point
The 3 most common web writing mistakes
are: ignoring the needs of your audiences, taking too long to make a point, and
using too much text.
Tedious waffle Writing for the web can be a daunting process for a lot of people. You’ll notice the same three mistakes tend crop up time and time again.
Hours to read
Page Title This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text.
Easy to read Page Title This is some text. This is some more text. This is some text. This is some more text.
Subheading This is some text. This is some more text. This is some text. This is some more text.
Another subheading This is some text. This is some more text. This is some text.
Subheading the third
• List item 1 • Another list item • And one more
Hours to read
Page Title This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text. This is some more text. This is some text.
What you can do Information the user must have
for your page to be successful
Additional helpful information
In-depth & detailed
Main content
Deeper content Links to further reading
Headings Page summary Highlighted content
Bin
4. focus on forms
5. mobile is a MUST
Context
Location
Time
Habits
Priorities
6. Accessibility is relevant
Tim Berners-Lee Inventor of the World Wide Web and Director of the W3C
“The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.”
WCAG 2.0 basic principles
Perceivable
Operable
Understandable
Robust
Are you compliant?
1. Check your alt tags 2. Give your links meaningful labels, avoid ‘click here’ 3. Try disabling JavaScript 4. Captions / transcripts for video and audio 5. Logical content structure 6. Explicitly associate form labels with input controls 7. Don’t rely on colour alone to convey meaning 8. Give data tables a summary or caption 9. Avoid rapidly flashing content 10.Ensure you can complete tasks using a keyboard
http://www.w3.org/WAI/
National Transition Strategy Timeline for WA …
Phase Summary of activities
Phase 1 – Prepare To complete by 31 Dec 2011
Define scope Assess sites for conformance to WCAG 2.0 Prioritise Plan governance, resource, budget
Phase 2 – Transition To complete by 31 Dec 2012
Put the capability in place - Training - Infrastructure - Risks and mitigation
Phase 3 – Implementation To complete by 31 Dec 2013
Implement website and content changes Verify compliance
http://www.publicsector.wa.gov.au/AgencyResponsibilities/Accessibility/Pages/Default.aspx
The golden rules 1. ignore the myths 2. consistency is king 3. content, content, content 4. focus on forms 5. mobile is a must 6. accessibility is relevant
MARKETING Increase visits to
increase conversions
USABILITY to improve conversions
Marketing + Usability = Results