1. Principles of Usability II
Strategy and Des g for Web Sites
gy sign
Prese by
ent
Patrick Bieser Sr Preside Northwoods Software
Sr., ent

2. Who am I?
• Created hundreds of web sites
• Search logs and web site statistics
e
• Usability studies
• Usability books
• Made mistakes
• Studied best / most succ
cessful sites
• Mom and D d are web u
M d Dad b users
• User (just like you)
March 14, 2007

3. Summary of Today s P
Today’s Presentation
• Lots of little things
• McDonalds
• Examples
a p es
• User behaviors
• More examples
M l
• Usability testing
• Fixes cost 75% less b
before launch
• No “right” way. It dep ds
o g ay pe
pends.
October 16, 2006

4. If your web site is too hard to use…
people wo use it.
on’t
October 16, 2006

12. Amazon s
Amazon’s Four Things
s
1. Powerful Search
2. Exhaustive Information
n
3.
3 Clean
4. Simple Conversion
October 16, 2006

14. Craig s
Craig’s List – Three Th
hings
1.
1 Instant ‘Get it
Get it’
2. Content is Navigation
3.
3 Simple Conversion
October 16, 2006

17. Airlines Formula
1. Good Usability…
2. Leads to Conversions…
3.
3 Sell More, Save $$
More
October 16, 2006

18. Users
• Scan - they’re in a h
they re hurry
• Are goal-oriented
• Get frustrated
G t f t t d easily ily
• Dislike choices that require thinking
• Are easily disorienteed
October 16, 2006

20. Aoccdrnig to a rschee earch at Cmabrigde
Uinervtisy, it deosn't mttaer in waht oredr
the ltteers in a wrod a the olny
are,
are
iprmoatnt tihng is tah the frist and lsat
ht
ltteer b at th rghit p l
ltt be t the hit pclae. Tih i b
Tihs is bcuseae
the huamn mnid deos not raed ervey lteter
s
by istlef, but the wrod as a wlohe.
d

23. Low home page entrance
Large Trailing Tail

24. First 5 Seconds
• Use S
Search / Key App plication ( %)
(50%)
• Scan the home page and click (30%)
p g ( )
• Mixed strategies (site map, etc.) (20%)
October 16, 2006

30. Writing for the Web
• Write to be scanned
• One thought per paraagraph
– especially on home pa
age
• Cut your words in half then cut again
f
• Use graphic accents t draw attention
to
– Not to show off your g
y graphic skill
• “Flytrap” your content
t
March 14, 2007

32. Web Page Tips
• No marketing lingo or brands in navigation
r
• No “happy talk” or ins
structions
• Show – don’t tell!
don t
October 16, 2006

35. Home Page - I
• Don’t make content lo like an Ad
ook
• Skip “Welcome!” mes ssages
• Magic 7
• Group Corporate stuff
ff
– about us, stock price, contact us, jobs, etc.
• Group Utilities
p
– search, site map, login etc.
n,
• Graphics: less is more
e
– 5% - 15%
October 16, 2006

36. Home Page - II
• Avoid navigation redu
g undancyy
– waste of space
• Use conventions of poopular sites
– search
– site map
– breadcrumbs
– logo click takes you to Home Page
u
October 16, 2006

44. Summary of Lessons So Far
s
Key Ratios
y
• Content (Substance) 90% to Brand (Sizzle) 10%
%
• Conventions 75% to Cre eative 25%
• Simplicity = Usability
• Usability = Successful W
Website

45. The Differences
The purpose of non-web marketing
b
• Grab eyeballs
• Create an impression
• Build brand awareness
• Drive conversions (i.e. go to your website)
o
The purpose of a website
e
• Offer intuitive and useful info
ormation, without
annoying or confusing your visitor, so they will
reach a goal p g and conv
g page vert.

46. Web
Designers

47. Stereotypes of Key Inf
fluencers
Web Designers
• Are not normal
• They are p
y power users
• Don’t think / behave like our au udiences
• Went to school to learn: visual design, branding and
marketing for print TV radio
print, TV, radio.
• Not taught about the web
• Hire to be creative and clever, not to follow conventions
,

48. Web
Executives
Designers

49. Stereotypes of Key Inf
fluencers
Directors / Executives
• Have a skewed list of favorite w sites
web
• Want more “Sizzle”
• Listen to well meaning people t they trust (who also have a
skewed list of favorite web sites
s)
• Need to be patiently educated by credible sources

50. Web IT
Executives
Designers Professionals

51. Stereotypes of Key Inf
fluencers
IT Professionals
• Web is a technology
• Branding? Usability? Whatev ver….
• Tools, certifications, and integr
ration needs
• Need to have their web sensiti y p
ivity patiently
y
increased by credible sources

52. Web IT Marketing
Executives
Designers Professionals Professionals

53. Stereotypes of Key Inf
fluencers
Marketing Types
• Put too much emphasis on look and feel
k
• See the web as an extension o their branding initiatives
of
• Assume print and web are mos the same
stly
• Need to read ‘Don’t Make Me T
Think’

54. Aim for sim
mplicity
The truth is…simp
plicity is hard

55. Group Usa
ability Study
Can you find…
u

56. October 16, 2006

57. Usability Methods
• Card Sorting:
–GGroup top and second navigation
t d d i ti
– Name them
• C
Current Sit
t Site:
– Ten tasks
– T lk out loud
Talk t l d
– Tape it
• P
Paper P t t
Prototype:
– What would you click o
on?
• Look at web / search l
logs
• 80% of 80%

58. Usability Testing
• Informal
• Low cost and effective
e
• A few as 3-5 users
As f 35

64. “It’s not the num
mber of clicks...
it s
it’s how hard e
each click is!”
is!
- Steve Krug
g