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WordCamp Philly 2014
!
Don’t just build
Pretty Websites
~ UX in the Real World ~
!
by Sonja Leix
Who am I?
Sonja Leix
!
New York based
WordPress Front-End Designer
Freelance
!
Twitter: @sonjanyc
www: sonjaleix.com
What is UX?
noun
the overall experience of a person using a product such as a
website or computer application, especially in terms of how easy
or pleasing it is to use.
"if a website degrades the user experience too much, people will
simply stay away"
us·er ex·pe·ri·ence
–Steve Jobs
“Design is not just what it looks like and
feels like. Design is how it works.”
Users & Goals
What is the purpose or
goal of your website?
Is the message consistent?
–Jakob Nielsen
“Usability rules the Web. Simply stated, 

if the customer can’t find a product, 

then he or she will not buy it.”
Do you know your
users?
What is your target audience?
WHO are the users?
WHAT are the activities they wish to perform?
WHY do they want to use/buy our product?
HOW does your product/service fit the context of their life?
Create Personas
Let’s call this (very simple) example persona: 

Tech-Unsavvy Customer Support’s Worst Nightmare
- He is not good with computers and very impatient
- He prefers to talk to a real person when he has questions or a
problem instead of doing research himself online
!
We need to make our website very easy to use and navigate for
him. Provide: effective CTAs, FAQs, user-friendly support forums
and if all else fails a number or email to reach customer support.
–Paul Boag
“Users are not always logical, at least 

not on the surface.To be a great designer
you need to look a little deeper into 

how people think and act.”
Your client is often not 

your target audience!
Design for the User!
Where do your
users come from?
Direct?
Referrals?
Social Media?
Search?
Where do your
users land?
Most likely not always on your homepage.
How do your users
interact with your site?
Analyse existing site
or
make assumptions for new sites
Layout & Structure
Do you always use the
same layout structure?
Content / Sidebar
Full-Width
Don’t Just Build Pretty Websites — UX in the Real World
Don’t Just Build Pretty Websites — UX in the Real World
Guide your users!
Provide useful, simplified navigation menus.
Don’t Just Build Pretty Websites — UX in the Real World
CTAs!
Add effective Calls to Action to convert 

and guide users!
What the Fold?
Place important information and CTAs 

higher up on page!
Don’t Just Build Pretty Websites — UX in the Real World
Sliders?!
Are your clients still asking for these 

for every project, too?
Don’t Just Build Pretty Websites — UX in the Real World
Responsive
Design, duh!
for best User Experience across all devices
Don’t Just Build Pretty Websites — UX in the Real World
Beyond the
Coat of Paint
Site Speed
Usability also depends on how fast your site is!
Cross-Browser
Compatibility
Remember that day you put IE 7 to rest?!
Accessibility
Supports social inclusion for people
with a diverse range of hearing, movement, sight, 

and cognitive ability.
http://make.wordpress.org/accessibility/useful-tools/
–Tim Berners-Lee
“The power of the Web is in it’s universality.
Access by everyone regardless of disability
is an essential aspect.”
You’ve launched!
Don’t Just Build Pretty Websites — UX in the Real World
Time to relax?
Uhm?! NOPE!
After Launch:
Analyse!
Review your assumptions!
Get user feedback!
Iterate!
…
–Alan Lewis
“Failure comes when you don’t listen. 

You can’t put something out there and
assume it’s great. It’s up to us to make sure
we’re listening to improve our chances 

for success—if not this time, next time.”
Analytics Tools
Google Analytics
Kissmetrics
Crazyegg
Google Analytics
User Data
Google Analytics
User and Behavior Flows
Google Analytics
In-Page Analytics
Question Everything!
Iterate Often!
5 Key UX Questions 

to ask before (and while)
designing any website
http://bit.ly/5UXQuestions
Thank You!
Questions?
Sonja Leix
Follow me: @sonjanyc
sonjaleix.com

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