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One User Experience for Better Usability, Accessibility & SEO
1. One User Experience
for Better Usability, Accessibility & SEO
John H Douglass
twitter @JDouglass
email jdouglass@apcoworldwide.com
work APCO Worldwide
3. To truly succeed in usability, accessibility or optimization
individually, we need to pay attention to them all.
flickr photo: @photolivier
4. Usability
• “I can’t remember where that report is on our intranet.”
• “Why can’t I upload my video?”
• “It takes me forever to enter my time.”
• “What am I supposed to do next?”
• “The search doesn’t work.”
5. Accessibility
• “I can’t distinguish green and red.”
• “My dad is losing his hearing.”
• “My right hand will be in a cast for two months.”
• “I’m using my iPhone.”
• “I don’t know how to use our intranet.”
6. Optimization (SEO)
• “What’s new on the iPad 2?”
• “I need help with my taxes.”
• “Who has the best seafood in the city?”
• “Who else hates the 5 cents bag tax?”
7. “[User Experience] is a common awareness, a
thread that ties together people from different
disciplines who care about good design, and who
realize that today’s increasingly complex design
challenges require the synthesis of different
varieties of design expertise.”
Louis Rosenfeld
Rosenfeld Media
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I T E R AT E IZ E
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Understand and share another person's
perspective, feelings and needs
Empathize
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Understand & Share
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Empathize
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Perspective, Feelings, Needs
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Pitch?
53 Definitions
Empathize
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Best Processes & Practices
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1. Identify a Design Challenge
2. Target Your Audience
3. Choose Your Method
4. Identify Patterns & Themes
5. Use Relevant Nomenclature
6. Accommodate for Flow
7. Use Friendly Menus and Navigation
Empathize
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1. Identify a Design Challenge
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Empathize
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2. Target Your Audience
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Empathize
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3. Choose Your Method
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Empathize
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4. Identify Patterns & Themes
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Empathize
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4. Use Relevant Nomenclature
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• Use meaningful page names, titles and text
• Create friendly URLS
• Avoid jargon
• Always use appropriate anchor, alt and descriptive text
Empathize
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5. Accommodate for Flow
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• Stay out of people’s way
• Present few choices
• Give a clear scent of information
• Load pages quickly (review via SP developer dashboard)
Empathize
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6. Use Friendly Navigation
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• Avoid using Flash / Silverlight / Javascript for navigation menus.
• Provide alternatives for interactive elements, when possible.
Empathize
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Evaluate, brainstorm, and prototype
ideas to find the best
Iteration
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Collaboration Over Artifacts
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Iteration
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Best Process & Practices
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1. Create Opportunity Areas
2. Brainstorm Solutions
3. Follow the Rules
4. Prototype Ideas
5. (But) Don’t Fall in Love
6. Go Mobile First
7. Be Inclusive & Collaborative
Iteration
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1. Create Opportunity Areas
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Iteration
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2. Brainstorm Solutions
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Iteration
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3. Follow the Rules
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1. Defer judgement
2. Encourage wild ideas
3. Build on the ideas of others
4. Be visual
5. Stay focused on the topic
6. One conversation at a time
7. Go for quantity
Iteration
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4. Prototype Ideas
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Iteration
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5. Don’t Fall in Love
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• Prototypes should be rough and rapid
• Disposable tools to help validate and generate ideas
• Not just for interface design
• What question is a prototype answering? Usability, findability,
accessibility?
Iteration
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6. Go Mobile First
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• Enhancing the mobile experience can also improve accessibility
and vice versa.
• Focus on core actions
• Use scalable design
• Focus on innovation
Iteration
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7. Be Inclusive & Collaborative
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• Remember the holistic experience
• Include admins, analysts, designers, developers, managers
• Illustrate complexity of issues to stakeholders
• Get buy-in early
Iteration
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Best Processes & Practices
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1. Choose Your Test
2. Follow the Analytics Trinity
3. Conduct Evaluative Interviews
4. Include Disabled in Testing
5. Follow Principle of One
6. Go Remote
7. Focus on a Continuum
Validate
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1. Choose Your Test
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Tuxedo Guerilla
Validate
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2. Follow the Analytics Trinity
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• Experience
• Behavior
• Outcomes
image: Avinash Kaushik
Validate
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3. Conduct Evaluative Interviews
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• Solicit honest feedback, even if negative
• Improvise on the fly
• Build on ideas. Ask “should”.
Validate
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4. Include Disabled in Testing
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Including at least one person in testing:
• Provides insight into mental models, behaviors & habits
• Transcends “checklist” development mentality
• Brings struggles to life
• Increase buy-in potential
Validate
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5. Follow Principle of One
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1. Test or talk to one person, at least
2. Go guerilla
3. Fight intimation
4. Leverage the many resources available
Validate
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6. Go Remote
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Validate
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7. Focus on a Continuum
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Accessibility, optimization and usability operate
on sliding scale.
Validate
50. APCO IN - Results
“We were under real time pressure – APCO IN
was easy to use and we found all the documents
really easily. Without it, we would really have
struggled to meet the deadline on what was an
important new business prospect.”
APCO Employee
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Resources
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Introduction
• Peter Morville’s honeycomb: http://semanticstudios.com/
• A Project Guide to User Experience (Unger / Chandler)
• Information Architecture for the World Wide Web (Morville / Rosenfeld)
• About Face 3: Essentials of Interaction Design (Cooper / Reimann / Cronin)
• UXExchange.com / Alltop - User Interface / Quora.com
Empathize
• Observing the User Experience (Kuniavsky)
• Design of Everyday Things & Emotional Design (Norman)
• Card Sorting (Spencer)
• Mental Models (Young)
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Resources
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Iterate
• Gamestorming (Gray) (http://www.gogamestorm.com/)
• Prototyping: A Practitioner's Guide (Warfel)
• Paper Prototyping (Snyder)
• Luke Wroblewski’s on “Designing for Mobile First” (http://bit.ly/4j9TXI)
• Sketching User Experiences (Buxton)
• Mental Notes (http://getmentalnotes.com/)
Validate
• Rocket Surgery Made Easy (Krug)
• Web Analytics in an Hour a Day (Kaushik)
• Just Ask: Integrating Accessibility Throughout Design (http://www.uiaccess.com/
JustAsk/)
• Remote testing Google spreadsheet: http://bit.ly/hPNUrl
54. Thank You
Rate my presentation! http://spkr8.com/t/5819
John H Douglass
twitter @JDouglass
email jdouglass@apcoworldwide.com
work APCO Worldwide