website usability & user experience: veel bezoekers, weinig klanten?

Usability - Veel bezoekers, weinig klanten? VIGC Academy – 12.5.2016

Goals of this session

•  Introduce a User Experience framework

•  Learn how to do usability tests

User Experience Framework

UX framework

CUSTOMER JOURNEY DESIGN VISION

VALUE PROPOSITION CANVAS CUSTOMER INSIGHT MAP

Product/Service

Needs

Wants

Concerns

Customer

Value proposition

Technology Features

User Experience

Value Proposition Canvas

Customer Experience Business goals

“Nobody cares about your product or service like you do” Paul Boag – UX Consultant/Author/Speaker

h"p://bit.ly/1SsEYFf

“We zullen internet zijn. Of we zullen niet zijn”

Philippe Neyt Commercial Director

“To be or not to be”

Focus on your business goals (aka don’t copy the giants)

Business goals •  Easy to understand form

•  100% correct pricing

•  Minimum abandon rate

User needs •  Attractive price

•  Guarantees

•  Customer service

•  Subscribe directly online

10 times more online contracts than expected

Product/Service

Needs

Wants

Concerns

Customer

Value proposition

Technology Features

User Experience

Value Proposition Canvas

Customer Experience Business goals

Service: Date:Created by:

Who is / will be involved in delivering the service?Who are / will be the key partners, suppliers and stakeholders?

Through which channels (e.g. online, mobile, telephone, shop) is / should the service be available?Which channels are most cost effective?Which channels are users like to favour?

Which key activities are required to deliver the service?What resources are required for those activities?Which are the most important activities?

How will the service deliver an ROI?What are the costs vs the benefits?How can the service be delivered more cost effectively?

How should / do users use the service?How frequently is / will the service be used?

Why would someone use the service?What value does the service bring?

Who are / will be the service users?Who are the most important users?

What current challenges exist?What challenges do you foresee in the future?

What other similar services are available?Who are the key competitors?What other options do users have?

Which KPIs are / can be used to track the performance of the service?What are the key KPIs?

USERS SERVICE DELIVERY PERFORMANCE

RISKS

1. Users 2. Service proposition 5. Actors 6. Key activities 9. ROI

3. Channels 4. Usage

7. Challenges 8. Competitors

10. KPIs

www.uxforthemasses.com

h"p://www.uxforthemasses.com/updated-service-model-canvas/

Organize stakeholder workshops

TRUST THE PROCESS

VALUE PROPOSITION CANVAS CRITICAL SUCCESS FACTORS

1.  Value Proposition: Match business goals with

user needs

2.  Product/Service: UX comes 1st, technology &

features 2nd

3.  Customers: use a product/service model

canvas

UX framework


VALUE PROPOSITION CUSTOMER INSIGHT MAP

Activities &

Tasks

VALUE PROPOSITION

Technology &

Location

Behavior &

Emotion

ROLES

Customer insight map

Customer

Experience

Data &

Information

Silicon Valley’s Youth Problem

http://bit.ly/1LZHgfA

Service safari

Activities &

Tasks

VALUE PROPOSITION

Technology &

Location

Behavior &

Emotion

ROLES

Customer insight map

Customer

Experience

Data &

Information

No?

Then it’s time to

GOOB

Do you have sufficient answers?

Let's get out of this building…

…and enter into the real world

Meet customers

Do card sortings

CUSTOMER INSIGHT MAP CRITICAL SUCCESS FACTORS

1.  Stay (or become) extremely well-informed

about what is happening in the world

2.  Go on safari

3.  GOOB

UX framework



Customer journey

EXPERIENCE MAP

SERVICE BLUEPRINT

http://bit.ly/1NLh2bZ

http://bit.ly/1RmSB68

Service blueprint

CUSTOMER JOURNEY CRITICAL SUCCESS FACTORS

1.  Try to anticipate on what will happen, every

step of the way

2.  Create an experience map and a service

blueprint

UX framework



h"p://www.higroup.com/wall/do-not-copy-giants

Design vision

USABILITY PRINCIPLES

DESIGN DESIGN PRINCIPLES

BASED ON HOW PEOPLE

Feel

Think

Hear See

Interact Behave

Usability principles



Design theory UX research Project evidence

Scientific foundation for design decisions and interaction design principles

The psychology of design how people see, read, remember, think, focus, interact, feel and decide

Design theory

Heuristic evaluation

Usability goals learnability, efficiency, memorability, errors and satisfaction

Design principles discoverability, feedback, affordances & signifiers, mapping and conceptual models

Dr. Susan Weinschenk •  Behavioral psychologist who has been working

in the field of design and user experience •  ‘The Brain Lady’, who applies research on brain

science to predict, understand and explains what motivates people and how they behave

Dr. Jakob ‘we know because we’ve seen it happen’ Nielsen •  Established the "discount usability engineering"

movement for fast and cheap improvements of user interfaces

•  Invented several usability methods, including heuristic evaluation

•  Creator of Nielsen’s Alertbox, over 12 million page views per year

Widely regarded for his expertise in internet & intranet design.

Dr. Donald Norman •  Director of The Design Lab, University of California, San

Diego •  Co-founder & consultant at Nielsen Norman Group

Widely regarded for his expertise in the fields of design, usability engineering and cognitive science.

B = MAT Dr. B.J. Fogg, Director of the Persuasive Technology Lab at Stanford University

•  In human speak: when you want a certain behavior from your customer (buying things), you need:

1.  to have something that motivates him (attractive things he wants) 2.  give him the ability to perform that action (a website) 3.  provide a trigger that will entice him to take action (a voucher)

•  Usability is an essential ingredient of the formula, in particular of the element ability. Ability without usability is a recipe for failure.

http://behaviormodel.org

•  ‘A behavior (B) will occur when motivation (M), ability (A) and a trigger (T) are present at the same time and in sufficient degrees.’

UX research Examples, practices, inspiration, connecting dots,…

h"ps://goo.gl/JADBMw

h"ps://goo.gl/13sXo3

•  Not recognizable as such •  “Help, they’re moving around” → auto-forwarding •  Difficult to interact with

Source: Usability Geek - http://bit.ly/YNzTR1

CAROUSEL FAILURES

1.  Stick to a maximum of 4 frames 2.  Show how many frames there are, and where the user is

within the “progression” 3.  Use crisp-looking text and images 4.  Be careful with auto-forward 5.  Present in a creative & useful way

Source: Nielsen Norman Group - http://bit.ly/1ljtqav

CAROUSEL SUCCESS

•  Complex layout •  Insufficient product information •  Tiny product images •  Absence of product videos •  Poor customer service pages

Source: Usability Geek - http://bit.ly/YNzTR1

PRODUCT PAGE FAILURES

“On the homepage business can do what they like. But in the funnel, we’re calling the shots.” WillemWijnen–ChiefMarke1ng&E-commerceOfficeratTheS1ng

1.  a recognizable layout: people have learned to use product pages on other websites, not on yours

2.  elaborate product information: this is the only place on a website where you can unleash your inner writer – with moderation

3.  very large product images: in a physical store you don’t decide on the quality of a product from 2 meters away either, do you?

A GOOD PRODUCT PAGE

4.  product videos: optional today, elementary in the near future

5.  easy accessible customer support: easy to find, just like you expect from real-life shop assistants

6.  a clear and simple call-to-action (‘add to bag’): how long are you willing to search for the cash register in a bricks-and-mortar store?

A GOOD PRODUCT PAGE

Project evidence Experience from projects

1.  People are motivated by mastery, progress & control

•  People love getting things done. It makes them feel they’re doing something useful.

•  People love it when they can act autonomously. It gives them the feeling that they’re smart and powerful.

•  People love choice. If you give them choice, they feel they're are in control - which they aren’t.


2.  People believe that things that are close together belong together

•  If two items are close to each other, people assume they belong together.


3.  People search for cues that tell them what to do

•  Modern, flat design trends have made this a lot worse.

•  You’ll see people start helicoptering and hovering when they don’t get enough cues.

•  On touch, they get completely lost.


4.  People scan screens based on past experiences and expectations

•  People are lazy by nature. If no effort is required, no effort will be done.

•  Look around and translate good experiences in your design.

•  In the mind of a user, a website is a simple thing: •  a logo •  primary navigation •  a search box •  utilities •  content •  (that’s it)


Design vision

USABILITY PRINCIPLES

DESIGN DESIGN PRINCIPLES

1 2

3

Design principles

Principle

Principle

Principle

DESIGN

Usability principles Design principles 1.  People are motivated by

mastery, progress and control 1.  Put the user in control

2.  People believe things that are close together belong together

2.  Make it simple and clear

3.  People search for cues that tell them what to do

3.  Don’t make me think

4.  People scan screens based on previous experiences

4.  Use common patterns

1

2

4

Design principles

Put the user in control

Use common patterns

DESIGN

3 Make it simple

and clear Don’t make me

think

PEOPLE ARE MOTIVATED BY MASTERY, PROGRESS & CONTROL

PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

DESIGN VISION CRITICAL SUCCESS FACTORS

1.  Don’t start with sketching, unless you’re building

something really, really simple & straightforward 2.  Familiarize yourself with design theory, UX

research and project evidence 3.  Use usability & design principles to drive the

design process

How to test

Designing = visualising assumptions

Assumptions need to be investigated whether they are true (or not)

Testing ≈ Lean UX principle

How to validate?

Quantitative tests Qualitative tests

What?

Prove

Statistically significant

Many users

Minimal interaction – A/B testing

Why?

Improve

What needs fixing

Few users

Interactive observation – live testing

https://vwo.com/ab-testing/

A/B testing – what is it?

https://vwo.com/ab-testing/

A/B testing – what can you test?

A/B TESTING CRITICAL SUCCESS FACTORS

1.  Create well grounded UX-hypotheses

2.  Focus on what drives conversion (home page,

landing page, product page, checkout, CtA’s,

banners, headlines,…)

3.  Make it statistically significant (calculators)

4.  Your A/B test must not kill UX

5.  Don’t use it as an excuse to stop ‘GOOBing’

USERS

Feel

Think

Hear See

Interact

Behave

Live testing

Live testing

•  With real representative users, in the user’s habitat •  One-on-one •  Using task-oriented test scripts •  Via think aloud method

When to test?

How much testing?

5 = 80% 1 > 0

Cold shower, anyone?

Always keep in mind that…

You are NOT your average user

•  Neither is your developer •  Neither is any other member of your team

(or the company)

Test with REAL users

“In my whole life, I have known no wise people (over a broad subject matter area) who didn't read all the time -- none, zero.” Charles Thomas Munger - American business magnate, lawyer, investor, and philanthropist.

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Thank you and good luck!

website usability & user experience: veel bezoekers, weinig klanten?

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