Precedent #usabilityfail seminar part two
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Slides from part two of #usabilityfail: stop wasting your marketing budget on bad usability. Seminar presented in Perth, Western Australia November 2011
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Precedent #usabilityfail seminar part two
- 2. 80+ experts Hearty Home Cooking Cookbook strategy & research branding & communications user centred design development & hosting content & publishing
- 3. 22 years experience quality stability loyalty results
- 4. 5 locations Perth Melbourne London Edinburgh Cardiff
- 5. 5 sectors finance education local and central government membership organisations third sector
- 7. Find our Precedent group and follow us on on LinkedIn for a chance twitter.com/Precedentcomms to find out more about for Precedent news, seminar our seminars, network, info and general observations share ideas and quiz the Precedent team on seminar issues and more! #PrecSem
- 9. 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
- 10. 1. ignore the myths
- 11. Myth #1 People donât scroll
- 12. Myth #1 People donât scroll
- 13. Myth #1 People donât scroll Length of the page has no influence in the likelihood that a user will scroll down the page. Source: Clicktales â âUnfolding the foldâ
- 14. Myth #1 People donât scroll Less content above the fold even encourages users to explore below the fold. Source: CX partners â âThe myth of the page foldâ
- 15. Myth #1 People donât scroll
- 16. Myth #1 People donât scroll
- 17. Myth #1 People donât scroll
- 18. Myth #1 People donât scroll
- 19. 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 ââTesting the Three-click ruleâ
- 20. Myth #2 All pages should be accessible in 3 clicks â Users would rather have several links telling them theyâre headed in the right direction at each step, than think through lengthy lists of links and hope they guess the right place.â Jakob Nielsen and Hoa Loranger Source Prioritizing Web Usability
- 21. Myth #2 All pages should be accessible in 3 clicks
- 22. Myth #2 All pages should be accessible in 3 clicks Source: Getting Confidence from Lincoln âJared M. Spoolâ
- 23. Myth #2 All pages should be accessible in 3 clicks
- 24. Myth #2 All pages should be accessible in 3 clicks
- 25. Myth #2 All pages should be accessible in 3 clicks
- 26. Myth #2 All pages should be accessible in 3 clicks
- 27. Myth #2 All pages should be accessible in 3 clicks
- 28. Myth #2 All pages should be accessible in 3 clicks
- 29. 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
- 32. Myth #3 The homepage is your most important page Home Page Article Pages Amount of page views for specific time period Source: Joshua Porter â Prioritizing design time
- 33. Myth #3 The homepage is your most important page 2 templates = 57% of page views Home page = 9% of page views Page views by area of the site Source: Joshua Porter â Prioritizing design time
- 34. 2. consistency is king
- 35. Gently hold your userâs hand âą Users learn from other sites âą Visual and linguistic cues make a huge difference âą Donât make them think
- 36. 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
- 49. 3. content, content, content
- 50. Chance of text being read = 1 Volume of text
- 51. Content volume Time
- 52. Tedious waffle The bad Writing for the web can be a daunting process for a lot of people. Youâll notice the same three mistakes tend crop up time and time again.
- 53. To the Tedious point waffle The 3 most common Writing for the web web writing mistakes can be a daunting are: ignoring the needs process for a lot of of your audiences, people. Youâll notice taking too long to the same three make a point, and mistakes tend crop up using too much text. time and time again.
- 54. 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.
- 55. Hours to Easy to read read Page Title Page Title This is some text. This is some more This is some text. This is some more text. This is some text. This is some text. This is some text. This is some more text. This is some text. This is more text. some more text. This is some text. This is some more text. This is some text. Subheading This is some more text. This is some This is some text. This is some more text. This is some more text. This is text. This is some text. This is some some text. This is some more text. This more text. is some text. This is some more text. This is some text. This is some more Another subheading text. This is some text. This is some This is some text. This is some more more text. This is some text. This is text. This is some text. some more text. This is some text. This is some more text. This is some text. Subheading the third This is some more text. This is some text. This is some more text. This is âą List item 1 some text. This is some more text. This âą Another list item is some text. âą And one more
- 57. Headings Page summary Information the user must have Highlighted content for your page to be successful What you can do Main content Additional helpful information Deeper content In-depth & Links to further reading detailed Bin
- 68. 4. focus on forms
- 86. 5. mobile is a MUST
- 95. 6. Accessibility is relevant
- 96. âThe power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.â Tim Berners-Lee Inventor of the World Wide Web and Director of the W3C
- 97. WCAG 2.0 basic principles Perceivable Operable Understandable Robust
- 98. Are you compliant? http://www.w3.org/WAI/ 1. Check your alt tags 2. Give your links meaningful labels, avoid âclick hereâ 3. Try disabling JavaScript 4. Captions / transcripts for video and audio 5. Logical content structure 6. Explicitly associate form labels with input controls 7. Donât 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
- 99. National Transition Strategy Timeline for WA ⊠Phase Summary of activities Phase 1 â Prepare Define scope To complete by 31 Dec 2011 Assess sites for conformance to WCAG 2.0 Prioritise Plan governance, resource, budget Phase 2 â Transition Put the capability in place To complete by 31 Dec 2012 - Training - Infrastructure - Risks and mitigation Phase 3 â Implementation Implement website and content changes To complete by 31 Dec 2013 Verify compliance http://www.publicsector.wa.gov.au/AgencyResponsibilities/Accessibility/Pages/Default.aspx
- 100. 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
- 101. Marketing + Usability = Results MARKETING USABILITY Increase visits to to improve increase conversions conversions