DESIGNING FOR TODAY S WEB
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1 DESIGNING FOR TODAY S WEB LUKE WROBLEWSKI UIUC WEBMASTER FORUM, APRIL Luke Wroblewski Yahoo! Inc.! Senior Director, Product Ideation & Design LukeW Interface Designs! Principal & Founder Author! Web Form Design: Filling in the Blanks (Rosenfeld Media! Functioning Form: Web applications, product strategy, & interface design articles! Site-Seeing: A Visual Approach to Web Usability (Wiley & Sons) Previously! ebay Inc., Lead Designer! University of Illinois, Instructor! NCSA, Senior Designer 2 1!
2 How We Use the Web Look around feverishly for anything that is interesting or vaguely resembles what you are looking for, and is clickable. -Steve Krug -Steve Krug, Don t Make Me Think: A Common Sense Approach to Web Usability 3 Squidoo Eye-tracking study (by etre) 4 2!
3 Design Considerations Luke Wroblewski, Site-Seeing: A Visual Approach to Web Usability!Presentation: How your application appears to your audience!interaction: How your application behaves in response to user actions!organization: The structure of your application 5 The End Goal! Quickly Communicate! What is this? Usefulness! How do I use it? Usability! Why should I care? Desirability 6 3!
4 7 SO WHAT IS DIFFERENT ABOUT TODAY S WEB? 8 4!
5 RECENT SHIFTS LOCOMOTION PAGES SITES WEBMASTERS SERVICES RICH INTERACTIONS CONTENT NETWORKS EVERYONE 9 RECENT SHIFTS LOCOMOTION PAGES SITES WEBMASTERS SERVICES RICH INTERACTIONS CONTENT NETWORKS EVERYONE 10 5!
6 WAYS WE INTERACT WITH THE WORLD:! Locomotion! Conversation! Manipulation -TERRY WINOGRAD, STANFORD 11 Web Transitions 1.! Locomotion to digital representations of physical entities! Directories & portals, Yahoo!! Company sites & brochure-ware 2.! Digital manipulation of physical goods! E-commerce everywhere! Amazon, ebay 3.! Digital services!! Enable conversation & manipulation Productivity, Self Expression, Entertainment, Information 12 6!
7 Web Applications!!!! Hosting costs less than $10 per month Free open source platforms Development toolkits increasingly available Instant global audience: 2B people 13 DEFINE YOURSELF KNOW YOUR CORE FOCUS ON THE CORE BUILD OUTWARD 14 7!
8 ebay ebay s original vision was to create the world s first global economic democracy -Pierre Omidyar 15 ebay! 30th largest economy in the world (38 markets)! 700k Full time sellers in US! $1,800 worth of goods sold every second! 520K Stores hosted worldwide 16 8!
9 WHAT S AT THE CORE OF EBAY? 17 ebay: the Core Level playing field 18 9!
10 When we made the move to the one-click Digg, activity went through the roof. It was just insane! Just the ease of the one-click and you're done made all the difference in the world."-kevin Rose !
11 PACKAGING DESIGN FOR WEB APPLICATIONS MEANINGFUL SHOUTING BACK OF PACK UNPACKING EXPERIENCE 21 MEANINGFUL SHOUTING DIFFERENTIATE ATTRACT EMBODY THE BRAND 22 11!
12 Wiki software providers !
13 25 BACK OF PACK SUPPORT THE STORY OUTLINE BENEFITS & FEATURES 26 13!
14 !
15 29 UNPACKING EXPERIENCE PHOTOS FROM FLICKR USERS KATIELIPS, PEALCO, AND *NATHAN 30 15!
16 31 Gradual Engagement 32 16!
17 33 COMPARE THAT EXPERIENCE TO 34 17!
18 5 Million Profiles in 5 Months 35 Distribution: Be where they are! App Platforms! Mobile! Desktop! Ambient Devices! Embeddable Badges! Browser Plug-ins & Boomarklets 36 18!
19 LOCOMOTION SERVICES! Know your core! Define Yourself! Focus on the Core! Build Outward! Packaging design for Web applications! Meaningful shouting! Back of pack messaging! Impactful unpacking experiences! Distribution! Be where they are! Be context aware 37 RECENT SHIFTS LOCOMOTION PAGES SITES WEBMASTERS SERVICES RICH INTERACTIONS CONTENT NETWORKS EVERYONE 38 19!
20 Ajax Interface Design 39 BILL SCOTT, DESIGNING FOR AJAX 40 20!
21 Drag and Drop. Drag and Drop Modules. In Page Editing. In Page Custom Editing. Direct State Editing. Grid Cell Editing. Inline Custom Editing. Inline Tag Editing. Popup Custom Editing. Slide-out Custom Editing. Inline Text Editing. Persistent Portals. Inline Reordering. Indication. Busy Indication. Cursor Busy. In Context Busy. In Context Progress. Inline Status. Auto Complete. Balloon Error Tip. Deferred Content Loading. Dynamic Goal. Narrowing Choices. Refining Search. Live Search. Dynamic Filter. Invitation. Cursor Invitation. Drop Invitation. Tool Tip Invitation. Hover Invitation. Detail Zoom. Opacity Focus. Configurable Module - Faceplate. Configurable Module - Flip It. Configurable Module - Inline Configure. Configurable Module - Slide Out Drawer. Slide Out. Flip. Opacity Fade. Endless Scrolling. Expandable Paging Boundary. Fresh Content. Hover Detail. In Place Drill Down. Inline Assistant. Inline Validation. Validate Then Suggest. On Demand Refresh. Periodic Refresh. Resizable Modules. Scrolling Modules. Auto Save. In Context Tools. Remembered Collection. Remembered Preferences. Auto Form Fill. Rating an Object. Transition. Brighten Transition. Cross Fade Transition. Dim Transition. Expand Transition. Fade In Transition. Fade Out Transition. Flip Transition. Move Transition. Self-Healing Transition. Collapse Transition. Slide Transition. Rich Internet Object. Available. Selected. BILL SCOTT, DESIGNING FOR AJAX 41 INVITATION TRANSITION FEEDBACK 42 21!
22 DESIGN PATTERNS! Repeatable design solutions to common problems! Work positively for specific problems in specific contexts! Capture best practices that solve real user needs! Between principles & guidelines! A design vocabulary 43 SHARING BEST PRACTICES 44 22!
23 WHAT S IN A DESIGN PATTERN?! Title! Problem (situation)! Use When (constraints)! Solution! Why (rationale)! How (to apply)! Examples! Related Patterns! Accessibility! Code Samples Gathered from a survey of popular Web design pattern resources: Van Duyne, Landay, Welie, Tidwell, Lasko 45 PAGES RICH INTERACTIONS! Design principles! Invitation: communicate potential! Transition: illustrate manipulation! Feedback: success, progress, errors! Leverage design patterns 46 23!
24 RECENT SHIFTS LOCOMOTION PAGES SITES WEBMASTERS SERVICES RICH INTERACTIONS CONTENT NETWORKS EVERYONE 47 Sites Content Networks Closed, expensive, complex, highly accurate Examples: management, military, hierarchies Open, inexpensive, simple, accurate enough Examples: friends, crowds, incidental, emergent 48 24!
25 49 Atomization of Content! Automatic or manual reduction! To basic content elements! Annotated with rich metadata (microformats, etc.) 50 25!
26 !
27 !
28 We optimize for this. Web content increasingly lives in this. 55 Communication 56 28!
29 Display Surfaces 57 Content Creators 58 29!
30 Content Aggregators 59 Search 60 30!
31 People come from different contexts What happens when they arrive? !
32 Context Related Content 63 24% CONTENT 76% SITE OVERHEAD 64 32!
33 65 SITES CONTENT NETWORKS! Atomization of content! Think in terms of structured objects & metadata! For both creation and use! Content design! Primary focus on primary content! Secondary focus on related and relevant content & actions! If expectations are met, people are open to more 66 33!
34 RECENT SHIFTS LOCOMOTION PAGES SITES WEBMASTERS SERVICES RICH INTERACTIONS CONTENT NETWORKS EVERYONE 67 Community! In 1999! Discussion boards, newsletters! In 2006! Tags, ratings, reviews, comments, trackbacks, RSS, sharing ( , IM), distribution, blogs, wikis! In 2009! News feeds, status updates, social networks! Always! People united by shared interests or goals 68 34!
35 What makes up a community?! Great products create community! Great actions (useful features & functions)! Great interest (compelling content)! Social Behaviors! Reputation & Identity! One to One, One to many, many to many communication! Sequences, Rituals, Groups 69 Who s In a Community?! Yahoo! Groups Example! Creators! 1% of the user population might start a group (or a thread within a group)! Synthesizers! 10% of the user population might participate actively, and actually author content whether starting a thread or responding to a threadin-progress! Consumers! 100% of the user population benefits from the activities of the above groups * Bradley Horowitz, Yahoo! Research! 70 35!
36 Why Enable Community? Value from human to human interactions * Images from Flickr! 71 Contribution flag Ratings reviews favorites wikis calendars comments tags discussion boards inline chat 72 36!
37 Engagement to friend save to list send via IM add to my site download trackbacks add to blog playlists subscribe invite 73 Enable Identity! Welcome! Pay attention to people! Flickr, MySpace! Anonymity can be a death sentence! Lack of accountability & reputation! Personal Branding! Nickname! About/URL! Images! Accomplishments! Stuff I ve Done! Rewards! Social Incentive! You ve got mail! 74 37!
38 Provide for Creators, Synthesizers, & Consumers Creators Synthesizers Consumers! CSC personality types do not easily migrate between groups! Scaling engagement is hard and often inappropriate! Leverage differences to maintain balance 75 CONTENT CREATION USER EMPOWERMENT, NOT USER FRIENDLY VALUE CREATION 76 38!
39 77 Most user-created content is crappy. As we create better tools, we ll increase the value of the output of those tools. -Will Wright 78 39!
40 79 Constraints Balance Systems! Quality Control! Lightweight interactions = lightweight content! Burying the submit button [in community Web sites] encourages fewer, but better posts. -Derek Powazek, Design for Community, 2001! Barriers to Entry! "The best check on bad behavior is identity. -Mark Zuckerburg, Facebook Founder 80 40!
41 WEBMASTERS EVERYONE! Design considerations! Enable identity! Provide for Creators, Synthesizers, Consumers! Tools for expression: easier to do the right thing, remain flexible & robust! Think through barriers to entry 81 IN SUMMARY !
42 Designing For Today s Web! Principles behind good design remain relevant! Locomotion to Services! Packaging Design for Web Applications! Know Your Core! Distribution: be where they are! Page to Rich Interactions! Invitation, Transition, Feedback! Design Patterns! Sites to Content Networks! Atomization of content! Content page design! Webmasters to Everyone! Enable identity! Better content creation tools 83 For more information Functioning Form Drop me a note luke@lukew.com 84 42!
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