andy brice oryx digital ltd at eswc2007
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Increasing conversions through better usability

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Andy Brice, Oryx Digital ltd at ESWC2007. Increasing conversions through better usability. Introduction. A quick dash through the huge field of usability: what usability is why usability is important how we can write more usable software Questions at the end. About me.

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introduction
Introduction
  • A quick dash through the huge field of usability:
    • what usability is
    • why usability is important
    • how we can write more usable software
  • Questions at the end
about me
About me
  • Developing software professionally since 1987
  • Interests include:
    • usability, optimisation, cross-platform development, developer productivity, effective marketing
  • Full-time MicroISV since Jan 2005
    • product: www.perfecttableplan.com
    • consulting services to other software companies, big and small
  • Blog: www.successfulsoftware.net
  • Email: [email protected]
new realities
New realities
  • Bad ol’ days
    • maybe read a review in a PC magazine
    • go to shop
    • look at 1 or 2 choices available
    • pick software with nicest packaging
  • Internet consumer nirvana
    • read reviews on forums and blogs
    • look at lots of product websites
    • trial several most promising
    • buy the best one
the conversion funnel
The conversion funnel

Heard of?

Credible website?

Does what I want?

Right price?

Easy to use?

what is usability
What is usability?
  • Highly usable software is:
    • familiar
    • predictable
    • consistent
    • responsive
    • efficient
  • Result:
    • shorter learning time
    • reduced time to perform a task
    • fewer errors
    • improved decision making
    • happier customers
    • more sales
    • increased GGH (Gross Global Happiness)
another view
Another view
  • “A user interface is well designed when the program behaves exactly how the user thought it would” Joel Spolsky
  • Occurs when the model of the world presented to the user closely matches their own mental model
familiarity
Familiarity
  • There is no ‘intuitive’, only familar
    • “The only ‘intuitive’ interface is the nipple. After that it\'s all learned.” Bruce Ediger
  • Make your app look/behave like other apps the user is familiar with
    • e.g. Outlook, Excel, Word, Internet Explorer
  • Follow platform conventions
  • Use familiar idioms and patterns
    • idioms: explorer, web page, shopping cart, first person shooter, IDE, discussion forum, media player
    • patterns: browse files button, tabbed dialog, hyperlink, tool bar, pop-up menu, wizard
responsiveness
Responsiveness
  • Errors increase as responsiveness degrades
  • Give feedback on all actions
    • let the user know their action succeeded
    • ideally within 0.2 seconds
    • errors noticeably increase above 0.5 seconds
  • Use timer cursor for longer actions
    • ideally with % completion feedback
    • group all user interaction at the start/end of a long task
    • use threads to keep application responsive
  • Remember that users usually have slower PCs than developers
efficiency
Efficiency
  • Minimise the number of clicks/key presses for common tasks

‘Up’ is in a different place each time

innovative uis are risky
Innovative UIs are risky

Kai’s Power Tools

MSOffice 2007 ribbon bar

beware of metaphor
Beware of metaphor
  • Can be more misleading than helpful
    • your software will never behave exactly like a real world object
  • May overly constrain what you can do
  • Can get in the way once the user has learnt the software
design for the user
Design for the user
  • Know your user
    • personas
  • Realise that they probably think very differently to you
    • try to understand and match their mental model
  • What is appropriate depends on:
    • how IT literate your users are
    • what terminology, idioms and metaphors your users are familiar with
    • how often your users use the software
    • the platform
    • the sort of tasks they are trying to achieve
  • Put the user in control
design for a range of skills
Design for a range of skills
  • Novices use the menu
  • Intermediate users use the tool bar
  • Experts use shortcuts and accelerators
  • Step-by-step wizards may be helpful for novices
  • Defaults should be tuned to the novice
  • Experts may want a command line interface, macros, scripting language or API
cater for novice elderly and disabled users
Cater for novice, elderly and disabled users
  • Novice users:
    • might not use double-click
    • might not use right-click
    • might not drag and drop
    • don’t use keyboard shortcuts/accelerators
  • Elderly users:
    • might require larger fonts or higher contrast
  • Disabled users:
    • might use only a keyboard or only a mouse
    • all of the above
put the user in control
Put the user in control
  • The user should feel they are controlling the application, not vice versa
    • all actions initiated by user as far as possible
    • allow interruption of extended tasks
    • avoid disruptive validation
    • avoid excessive use of modal dialogs
    • don’t move the cursor for the user
    • don’t overly constrain
minimise the cognitive load
Minimise the cognitive load
  • A well designed UI will minimise use of cognitive resources as well as machine resources
    • less resources to drive software=more resources to solve real problem
the other side of the interface
The other side of the interface
  • Useful to understand a bit about human perception, processing and memory
    • limited short-term memory (7±2 ‘chunks’)
    • has built in hardware for some tasks
    • perception is highly complex
      • uses lots of cues and assumptions
      • optimised for movement/change
  • Compared to a computer, brains are good at recognising patterns and making decisions and bad at arithmetic, handling simultaneous tasks and detailed recall
human short term memory is a major constraint
Human short-term memory is a major constraint
  • Don’t assume users can easily commit information to long-term memory and retrieve it again
    • it is better to allow the user to select from alternatives rather than try to retrieve items from long-term memory
  • Don’t assume that users can hold large number of items simultaneously in memory
    • choices between alternatives should be restricted to around 7; if more are required they can be organised hierarchically
  • Allow for ‘closure’
    • having lots of ‘open’ tasks puts a big burden on short-term memory, so tasks should be grouped into well defined transaction units
movement
Movement
  • The eye is naturally drawn to movement, so use sparingly
    • flashing cursor
    • animation
  • Rapidly changing textual or numerical displays can be fatiguing and difficult to read
  • Large blinking areas are believed to aggravate epilepsy
less is less
Less is less
  • “Everything should be made as simple as possible, but no simpler” Albert Einstein
  • Fashion for simpler UI (e.g. 37 signals)
    • ‘users only use 20% of the features in MSWord’ – unfortunately they all use a different 20%
  • SUV effect
    • users have a tendency to buy more than they need
  • Trick is to provide a rich feature set while presenting a simple UI
hiding complexity
Hiding complexity
  • The digital SLR is a good model for managing a rich feature set
    • complexity is hidden, not flaunted
    • huge number of options (focal length, focus, aperture, shutterspeed, ISO, whitebalance) but usually get a fair result from just point and shoot
hiding complexity23
Hiding complexity
  • AutoStitch just requires a list of image files and uses sensible defaults and intelligence to create a panorama
    • complexity hidden in the ‘Options’ window
first contact
First contact
  • The first few minutes are critical
  • Spend some time getting the installer right
  • Provide a soft landing
    • avoid the ‘blank canvas’ effect

Blank canvas

Soft landing

workflow
Workflow
  • Take the user through step-by-step
  • Only show relevant information at each stage
  • Don’t enforce the sequence
layout
Layout
  • Users will usually scan top-left to bottom-right
    • use a logical ordering
    • place most important information at top-left
    • group controls appropriately

Poor layout

beware nested warnings
Beware nested warnings
  • Only small children and idiots ask the same question again and again
    • e.g. If the user is going to overwrite n files, give them an option to ‘Overwrite all’ instead of forcing them to click ‘Overwrite’ n times
textual hints
Textual hints
  • Tooltips and hint text can be very helpful
use examples
Use examples
  • Examples are easier to understand than abstract definitions (even for programmers)
don t expect user to read
Don’t expect user to read
  • Most users won’t read your documentation
  • Many users won’t even read what is on the screen (PEBKAC)
    • get over it
    • keep text short
    • use pictures

Your dialog, as seen by the user

use appropriate terminology
Use appropriate terminology
  • Use words your users will understand
    • e.g. if your users aren’t developers use ‘window’ instead of ‘dialog’ and ‘document’ instead of ‘file’
  • Remember that users count from 1 (not 0)
avoid unnecessary mappings
Avoid unnecessary mappings
  • Why didn’t they caption the buttons ‘Abort’, ‘Debug’ and ‘Ignore’?
error messages
Error messages
  • Some real error message:
    • ‘This error should not occur’
    • ‘(77) Unknown Bogus Error Code’
    • ‘Nasty practice #4720’
    • ‘osgbpg syntax error#%BootMenu already loaded.#Press any k"#"!’
    • ‘Keyboard not present, press F1 to continue’

Not helpful

colour
Colour
  • Use colour sparingly as an additional cue, not as the only form of information
    • 8% of males and 0.5% of females have some form of colour blindness
    • red-green colour blindness is the most common
    • allow colours to be customisable
    • check your UI on http://vischeck.com
  • Don’t use large areas of saturated colour
  • Get the default colours from the OS
  • Colours have cultural associations
icons
Icons
  • Work better for nouns than verbs
  • Try to make them all look different to each other in terms of shape and colour
  • Beware of cultural issues
configurable warnings
Configurable warnings
  • Users should be able to turn off non-catastrophic warnings
attention to detail
Attention to detail
  • Window checklist
    • Title & icon
    • explanatory text/images
    • consistent terminology & layout
    • sensible tab order
    • sensible default focus
    • tooltip for each control
    • keyboard shortcuts/accelerators
    • context-sensitive help button
    • useable on lowest spec machine e.g. 800x600 pixels
sound
Sound
  • Amount of information that can be conveyed through sounds much less than vision
  • Many business machines don’t have speakers
  • Generally not appropriate in an office environment
    • make sure there is an option to turn it off
test for mimimum spec
Test for mimimum spec
  • Decide your minimum system requirements and test the UI under these conditions
    • screen size
    • colour depth
    • processor
  • Use web logs to decide minimum system requirements
you are not your user
You are not your user
  • The user’s experience will be very different to yours
    • you have lived this software for months/years, they will judge you in minutes or seconds
    • you probably have very different skills to your user
    • the user doesn’t really care about your software, they care about the task they want to achieve
  • Corollary: you need user feedback
field reports
Field reports
  • Support emails/forum posts/phone calls
  • Pro-active requests for feedback
  • Instrumentation

crazyegg heat map

usability testing
Usability testing
  • Requires just a suitable ‘virgin’ user, PC, software and (if you are being fancy) a video camera
  • Set tasks
  • Ask user to verbalise thinking
  • Don’t help!
  • Rinse and repeat
trends
Trends
  • UI guidelines are being loosened
  • Separation of presentation and logic
  • Convergence of web and desktop
  • Ribbon bar
  • Animation and multi-media
  • Gradients, round edges, transparency and other ‘eye candy’
  • Experience engineering
  • Metrics/instrumentation
conclusion
Conclusion
  • Concentrating on usability:
    • makes users more productive and happier
    • increases sales
    • Is the right thing to do
  • Good UI design:
    • is difficult to do
    • is iterative
    • looks obvious in hindsight
  • If a significant number of users find your software hard to use it’s your fault, not theirs
  • But you can’t please all of the people all of the time
further reading
Further reading
  • ‘User interface design for programmers’ J.Spolsky (2001)
  • ‘Designing interfaces’ J.Tidwell (2005)
  • ‘Don’t make me think 2nd Ed’ S.Krug (2005)
  • ‘Design of everyday things’ D.Norman (2002)
  • ‘Mind Hacks’ T.Stafford & M.Webb (2005)
  • ‘Programming as if people mattered’ N.S. Borenstein (1991)
  • ‘Guidelines for Designing User Interface Software’ Smith & Mosier (1986)
  • My blog: www.successfulsoftware.net
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