Jared M. Spool User Interface Engineering

Transcription

1 Jared M. Spool User Interface Engineering

2 Jared M. Spool Founding Principal Revealing Design Treasures from The On its surface,.com just seems like a large e- commerce site, albeit a successful one. Its design isn t flashy, nor is it much to write home about. But deep within its pages are hidden secrets secrets that every designer should know about. If one looks closely at what the team at has built, it s filled with innovative functionality and clever designs, all of which creates a delightful experience for its users and directly produces regular profits for its shareholders. But not all is perfect. Some design changes in the last few years have not been the success that the team had hoped for. s exceptional qualities and imperfections are critical knowledge for any designer that wants to dig deep into what makes the site tick. Copyright 2009, User Interface Engineering. All Rights Reserved. If you ve ever seen Jared speak about usability, you know that he s probably the most effective, knowledgeable communicator on the subject today. What you probably don t know is he has guided the research agenda and built User Interface Engineering into the largest research organization of its kind in the world. He s been working in the field of usability and design since 1978, before the term usability was ever associated with computers. Jared spends his time working with the research teams at the company, helps clients understand how to solve their design problems, explains to reporters and industry analysts what the current state of design is all about, and is a top-rated speaker at more than 20 conferences every year. He is also the conference chair and keynote speaker at the annual User Interface Conference, is on the faculty of the Tufts University Gordon Institute, and manages to squeeze in a fair amount of writing time. User Interface Engineering User Interface Engineering is a leading research, training, and consulting firm specializing in web site and product usability. With our in-depth research findings based on user observation, we empower development teams to create usable web sites that increase customer satisfaction and loyalty.

8 Revealing Design Treasures from the Visitors in December, 2008: Rank of all websites in traffic: 8 Revenue in 2008: Increase over 2007: 29% Copyright 2009, User Interface Engineering. All Rights Reserved. 6

9 Revealing Design Treasures from the 2008 Foresee Customer Satisfaction Rating: Rank in customer satisfaction ratings: 3 Unique Customers Since Launch: Ranking in World Population: 17 Copyright 2009, User Interface Engineering. All Rights Reserved. 7

17 Revealing Design Treasures from the Harry Potter 7 Reviews One Month after Release Barnes & Noble (BN.com) Walmart.com Harry Potter 7 Reviews One Month after Release.com Target.com Copyright 2009, User Interface Engineering. All Rights Reserved. 15

18 Revealing Design Treasures from the Ratio of Reviewers to Purchasers: Purchases required for 20 reviews: 26,000 Viewers required at 2% conversion rate: 1,300,000 Treasure #1: Engage Through Content User commentary enhances the experience Brings an air of authenticity to the content Putting in a system to bubble up the most interesting or useful content can dramatically improve the experience Only a small percentage of visitors will participate has millions of visitors a day. Do you? You need to ensure you ll have the traffic to make this happen Copyright 2009, User Interface Engineering. All Rights Reserved. 16

31 Revealing Design Treasures from the Treasure #2: Don t Fear New Ideas Experimenting with new ideas is a critical part of innovation Risk averse organizations produce crap Sometimes experiments don t quite turn out the way you expect is very comfortable with ideas not catching on They have clear metrics of success (orders, revenue) Risk is critical, but you have to minimize it at every chance Copyright 2009, User Interface Engineering. All Rights Reserved. 29

34 Revealing Design Treasures from the s Security Levels Level 0: doesn t know who you are (no cookie) Level 1: knows you from a cookie It s how they know what books to recommend or if you re a 1-click customer Level 2: wants to reveal something only you should know Such as your address or shipping history Copyright 2009, User Interface Engineering. All Rights Reserved. 32

35 Revealing Design Treasures from the Goal Time vs. Tool Time Goal Time: When the user is improving the outcome of the experience When the user is considering the product they wish to purchase Tool Time: When the user is moving forward without any improvement in the outcome of the experience When the user is struggling with the security system When the user is dealing with redesigned elements Copyright 2009, User Interface Engineering. All Rights Reserved. 33

40 Revealing Design Treasures from the 2007 Navigation Phase-In Plan Phase 1: Non-cookied visitors - 5,000 per day Phase II: Non-cookied visitors - 1 per every 5 Phase III: Cookied customers - 5,000 per day Phase IV: Cookied customers - 1 per every 5 Phase V: Everyone Total time: 12 weeks Caution Copyright 2009, User Interface Engineering. All Rights Reserved. 38

41 Revealing Design Treasures from the Items Easy To Find with Search The Princess Bride Books by Tom Clancy Movies with Téa Leoni A Canon SD1100 Mario Kart for the Wii Items Difficult to Find with Search The first Tom Clancy book featuring Jack Ryan An inexpensive, but high quality SLR camera A good toy for my six-year-old niece Novels written by Nobel Prize for Literature winners Copyright 2009, User Interface Engineering. All Rights Reserved. 39

45 Revealing Design Treasures from the Treasure #3: Eliminate Tool Time Decreasing tool time increases user satisfaction By shortening steps and removing obstacles, users are happier Redesigns create massive tool time for users Avoid redesigns completely by making all changes small and incremental Not all use cases are the same Search works on because of their data Match functions to your use cases, not the other way around Treasure #4 Copyright 2009, User Interface Engineering. All Rights Reserved. 43

48 Site} Revealing Design Treasures from the s Negative Operating Cycle turns its inventory every 20 days Best Buy turns its inventory every 74 days Standard retail payment terms: 45 days Best Buy Day Cash Debt Product Ordered Day 0 Product Ordered Customer Buys } Product Paid For Cash Float 44 Customer Pays Product Paid For Customer Buys Customer Pays Copyright 2009, User Interface Engineering. All Rights Reserved. 46

49 Revealing Design Treasures from the Treasure #4: Never Forget the Business s business model is deliberately designed The site is designed to fit the business You have to start with a great business model to produce a great experience Copyright 2009, User Interface Engineering. All Rights Reserved. 47

51 Revealing Design Treasures from the Revealing Treasures from The Engage your users by delivering great content Don t fear trying out new ideas Eliminate while delivering confidence Never forget the business Caution is warranted Be careful when emulating features Some experiments don t pan out Not all use cases are equal More Info from User Interface Engineering Newsletter: UIEtips (FREE) UIE Virtual Seminars Reports Conferences: UIE Roadshow: Seattle, Denver, and DC User Interface Conference: Blog: Site: Copyright 2009, User Interface Engineering. All Rights Reserved. 49