User Experience Conference 2004

1. User Experience Conference 2004 Las Vegas Oct 3-5 Presented by Nielsen Norman Group User Experience 2004

2. Agenda • Day 1 – Loose Money • Black Jack • Video Poker • Day 2 – Interaction Design 1 • Full Day Workshop • Day 3 - Interaction Design 2 • Day 4 – Main Event • 3 Keynotes User Experience 2004

3. Amazon Adobe Systems Cisco Systems Accenture IBM Yahoo Qwest Hewlett-Packard Bank of America Travelocity PayPal Verizon Sprint Dell Sun Microsystems Oracle Napster NYSE PeopleSoft MapQuest Ebay ORC Macro 400+ Attendees User Experience 2004

4. Interaction Design 1& 2 • Instructor: Bruce Toganazzi: Principal Nielsen Norman Group, Chief designer WebMD, Original designer for Apple, Sun • 2 day workshop • High level, theory, conceptual User Experience 2004

5. Centralized vs. Decentralized staff • Decentralized: • Pro – close to developers, supervisors feel in control, closer to projects • Con – supervisors feel in control, poor resource management; work done in spurts, less learning from each other, less upper support • Improve with communication among decentralized groups • Centralized: • Pro – better cross learning, better skills, cross pollination (less reliant on individuals), more powerful • Con- isolation from developers, isolation from marketing and projects, managers fear loss of control • Improve with co-locating designers with developers on projects, primary programmer and designer on projects User Experience 2004

6. Life Cycle • Engineers like schedules • Old: SDLC, Waterfall = Slow • Sequential, Separate • New: Fast Track Methodology • Team based, Cooperative, Involve team • Prototyping, Testing • Improves release time User Experience 2004

7. Systems Design • Never assume the client knows the solution • i.e. “We need a database to store customer phone numbers” • Never start with the technology, start with the problem • Don’t solve the wrong problem with the right technology • i.e. “We need to build a system that does X, because Y technology requires us to do it that way” • Complexity/Difficulty of programming should not drive system User Experience 2004

8. Systems Design • There is no average user • Requiring pre-registration deters users • Use defaults where appropriate: countries, states, etc. • Reinforced many usability guidelines • Don’t trust your own eyes • Don’t trust your own abilities • Magic metaphor: Magic works when it is smooth, natural, and unnoticed • Any usability testing is good • Early and often • Diminishing returns • Prototypes are meant to change User Experience 2004

9. Don Norman Expectation Design: The Next Frontier • Principal, Nielsen Norman Group • Former Vice President at Apple • General talk on design and marketing • People buy based on design • Online experience leaves a lasting impression of a brand User Experience 2004

10. Hoa LorangerTeenagers on the Web: Creating compelling Websites • User Experience specialist, Nielsen Norman Group • Basic usability issues magnified • Teenagers are less skilled • Task success rates- Teens: 55%, Adults: 66% • Teens read less, give up quicker • Enjoy interaction: quizzes, polls, message boards, interactive content • Many sites confuse teens with sensory overload • Many teens not using new technology • Teens aren’t kids • Volcom, BBC User Experience 2004

11. Principal, Nielsen Norman Group “The guru of usability” Mixed emotions among Web professionals Jakob NielsenWeb Usability Guidelines Revisited User Experience 2004

12. Research • Tested 25 Websites • Large, Medium, Small, E-commerce, Govt. • Success rates • Site-specific tasks: 66%, 40% in 1997 • Web-wide tasks: 60% User Experience 2004

13. Usability Problems • Finding (IA, category names, navigation links) • Page Design (readability, layout, graphics, amateur, scrolling) • Information (content, product info., corporate info., prices) • Task Support (workflow, privacy, forms, comparison, inflexible) • Search • Fancy Design (multimedia, back button, PDF/printing, new window, sound) • Other (bugs, presence on Web, ads, new site, metaphors) User Experience 2004

14. Results • 88% first action was search engine • Web-wide tasks: sites visited per task: 3.2 • First page visited on site • Homepage 40% • 35 sec on page for low-experienced • 25 sec on page for high-experienced • Interior page 60% • Page views per site • 3.3 on temporary sites • 5.5 on final site • Total time on site • 1:49 on temporary sites • 3:49 on final site User Experience 2004

15. Results • 43% low-experienced reading carefully • 37% high-experienced reading carefully • Others were scanning • Even though all text may not be read, all text is important. Typos, incorrect, inaccurate, or outdated information will overshadow good content and jeopardize the user’s perceived credibility of the site. User Experience 2004

16. Search Query Strings User Experience 2004

17. Revisited Guidelines From 1994-1999 • Rated for current importance: *** still high-impact problem ** medium-level problem * minor issue now 0 no longer problem • Reasons for change • Technology improvements • Behavioral changes in users, e.g. adaptations • Designers restraint User Experience 2004

18. Still Equally Important User Experience 2004

19. Technology Improvements User Experience 2004

20. Behavioral Adaptations User Experience 2004

21. Designers Showing Restraint User Experience 2004

22. Designers Showing Constraint (2) User Experience 2004

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