This document discusses myths to forget and advice to conceive regarding user experience (UX). It suggests putting users first by learning about them through methods like surveys and personas in order to structure websites effectively. Simple solutions should be conceived for complex business issues using techniques like icons, illustrations, highlighting, and Gestalt principles. The UX should be tested with people and analytics to evaluate the interface. Common UX myths like assuming all pages can be reached in 3 clicks or that usability equals common sense are identified to forget.

1. User experience
Myths to forget & advices to conceive
6 May 2011

3. UX All interactions with a brand

4. UX

5. UX

6. USABILITY?
Usability!
!
To adapt the object to the users who must use it
in a certain context.

7. A SHORT STORY …
I want a
ticket!
Customer

8. A SHORT STORY …
I want a
ticket!
Customer Complex system

9. A SHORT STORY …
I want a
ticket!
Customer Interface Complex system

10. OBJECTIVES
We must improve the
ü Learnability
ü Efficiency
ü Memorability
ü Errors management
ü Satisfaction

11. BASIS = PUT USERS FIRST …

12. 1. TO FORGET
6 May 2011

13. MYTH #1
« All page
should be
accessible
in 3 clicks! »
6 May 2011

14. MYTH #2
« People read »
6 May 2011

15. MYTH #3 Links must be
underlined &
blue
6 May 2011

16. MYTH #4 « Usability = common sense »
6 May 2011

17. MYTH #5 The hp is
the most
important
page &
must be
designed
first …
6 May 2011

18. If it works for Amazon,
MYTH #6
it will work for all
6 May 2011

19. 2. TO DO
6 May 2011

20. 1. LEARN ABOUT YOUR USERS
to take successfull design decisions

21. … BY KNOWING THEM
We need to know
• Who they are?
• What they (dis)like?
? • Their context?
• Their web background?
• Their tasks?
• Their needs?
• Their fear?
• Their constraints?
• Their priorities?
…

22. CONTACT

23. SURVEYS

24. TARGETS
The week end city triper The family with kids The business man
The occasional traveller The Office Assistant The African
6 May 2011

25. PERSONA Business traveller
35-50 years old
Product: Business
Frequent flyer
Travels early in the morning
Time is money > save time
Price doesn’t matter/Timetable is key
Fast booking – online booking – online check-in
Works while travelling
(space to work, information on Wifi, Internet spots, plug
computer during flight)
Mobile usage (mobile check-in)

26. Travel experience
LIFECYCLE

27. CONVERSION
Google Ads Direct
Funnel point
? ?
? Non-linear
? (persuasion)
?
Linear
(conversion)
Conversion point

28. 2. STRUCTURE YOUR WEBSITE website
Shaping the structure of your
to make it easy to navigate, efficient to find, …

29. Travel experience
PERSONA
1. Enumeration 2. Categorization 3. Structuring

30. 3. CONCEIVE SIMPLE SOLUTIONS
for your complex business issues

31. ICONS
6 May 2011

32. CHOICE OF ILLUSTRATIONS
6 May 2011

33. ATTENTION, HIGHLIGHT, PRIORITY
6 May 2011

34. FRAMEWORK
6 May 2011

35. GESTALT - PROXIMITY
6 May 2011

36. GESTALT - SIMILARITY
6 May 2011

37. CHINESE TEST
6 May 2011

38. SOME CONVENTIONS
6 May 2011

39. 4. TEST WITH PEOPLE
to evaluate & validate the user interface

40. DETAILS
6 May 2011

41. A/B & Analytics

42. ROI

43. Thanks
Questions?
Remarks?
Insults?
6 May 2011