Home Page Usability Presentation - Upa China -20060729
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Home Page Usability
Why?
What is Usability
5 E’s • Effective – help users achieve goals • Efficient – speed & accuracy • Engaging – pleasant, satisfying & interesting • Error Tolerant – prevents errors & allows users to recover • Easy to Learn – supports orientation & deeper learning
Reference: www.wqusability.com
Home Page Critical
User Research
Strategy
Reference - © 2003 Jesse James Garrett - http://www.jjg.net/ia/elements.pdf
Questions • What … – Makes a successful home page? – Are the main differences between Chinese versus Western home pages? – Frustrates you about home pages? – Standard elements you would expect to see on a home page? – Would you expect to do on a home page? – Makes a Home Page successful? – Challenges do you face in Home Page design in your companies?
Users • Time Poor • Scan content • Don’t know – your business – your “internal language” – your company structure
• Want answers fast
Users • Not like us – – – – –
Different PC setups Language Age Computer proficiency Education
• Task Focused • Respect Simplicity
Business Frustration Cost • Increased Expenses (customer support) • Lost Revenues (cant use) • Lost Productivity (task completion) • Wasted Development Time (redo)
Reference: Jared Spool – www.uie.com
What is a Home Page?
Face to the World
A Logo
Your Services
Evolution …
Reference: www.webpagesthatsuck.com
Reference: www.webpagesthatsuck.com
Reference: www.webpagesthatsuck.com
5 second Test
Blink
Review Formula 1. First impression 2. Is their business 3. Captures attention 4. Main message 5. Can you do 6. Are the common elements (“patterns”) 7. Issues
Verizon
Whirlpool
Westinghouse
Dell
Bank Home Page Research
Industrial & Commercial Bank of China
China Construction Bank
China Construction Bank
Agricultural Bank of China
Key Findings •
Excessive Flashing advertisements
•
Inconsistency in branch home pages
•
Company Centric •
•
About Company XYZ
Content Heavy
Best Practice
Types •
Transactional (task focused)
•
Customer support (self service)
•
Promotions, Sales (lead generation)
•
Brochure ware (contact us)
Focus - Business •
What … – – – – –
•
Your business objectives Your product or service (what are you trying to sell) Other channels (where else can users go to service the task) Are you “saying” (content and Search Engine Optimization) Are your competitors doing
How … – Capturing metrics – Measuring success – Changing content/design to meet user needs
Focus - Users • Who are your users • What … – users key questions (what would they ask if there was not web) – their goals – their tasks – their background – Other sites they visit
Patterns - Home
Research Data is from 75 leading e-commerce sites
Best Practice • Clear Purpose – Focus on high priority tasks – Short cuts to high priority tasks
• Page Components are clearly differentiated • Uses Home on the primary navigation • Customer Focused Language & Priority – About the customer down to About the business
• Navigation – Primary Navigation at top – Secondary Navigation on left hand side
Best Practice • Search in top right hand corner • No splash page • No animated graphics • Minimalist design (less is more) • Register alternative spellings for the URL • No pop up windows • Avoid using flash splash pages • Date last updated (fresh content)
Home Page Goals
Home Page Goals • Goal 1 : What is this place • Goal 2: Don’t get in the repeat visitor’s way • Goal 3: Show what’s new • Goal 4: Provide consistent, reliable global navigation
Bottom Line Designing for good user experience is about communicating clearly, setting expectations early, and then delivering what you’ve promised. Think of your home page as the opening verse of a song. All you have to do is make sure you stay in tune throughout the user’s entire listening experience. http://alistapart.com/articles/homepagegoals
Tips
Tips •
The bigger the organisation, the bigger the fight for Home Page real estate
•
Look at me, look at me – Animations distract and annoy
•
Content Critical – – – –
•
Understanding Collection Writing & optimization Prioritization
Home page is only one part of the journey – Pre web site – During – Post web site
Tips • Invest in Information Architecture • Invest in Search • Analyse your stats - http://www.google.com/analytics/ • Test early and continuously with your users – Paper Prototypes – Power point screens – Working Prototypes
Million Dollar Home Page
User Friendly
User Friendly 2004
User Friendly 2005
User Friendly 2006
User Friendly 2006 • • •
Hangzhou November 3, 4 & 5 (3 days) Speakers from: – – – – – – –
•
China US Australia Canada Hong Kong Korea India
Roundtables
Knowledge • User Friendly 2006 - www.upachina.org/userfriendly2006/ • Chinese Banks Home Page usability www.apogeehk.com/research.html • Lifestyles of the Link-Rich Home Pages www.uie.com/articles/linkrich_home_pages/ • Home Page Goals - alistapart.com/articles/homepagegoals • Apogee Articles - www.apogeehk.com/articles.html
Contact Apogee: [email protected]
Thank You
Why?
What is Usability
5 E’s • Effective – help users achieve goals • Efficient – speed & accuracy • Engaging – pleasant, satisfying & interesting • Error Tolerant – prevents errors & allows users to recover • Easy to Learn – supports orientation & deeper learning
Reference: www.wqusability.com
Home Page Critical
User Research
Strategy
Reference - © 2003 Jesse James Garrett - http://www.jjg.net/ia/elements.pdf
Questions • What … – Makes a successful home page? – Are the main differences between Chinese versus Western home pages? – Frustrates you about home pages? – Standard elements you would expect to see on a home page? – Would you expect to do on a home page? – Makes a Home Page successful? – Challenges do you face in Home Page design in your companies?
Users • Time Poor • Scan content • Don’t know – your business – your “internal language” – your company structure
• Want answers fast
Users • Not like us – – – – –
Different PC setups Language Age Computer proficiency Education
• Task Focused • Respect Simplicity
Business Frustration Cost • Increased Expenses (customer support) • Lost Revenues (cant use) • Lost Productivity (task completion) • Wasted Development Time (redo)
Reference: Jared Spool – www.uie.com
What is a Home Page?
Face to the World
A Logo
Your Services
Evolution …
Reference: www.webpagesthatsuck.com
Reference: www.webpagesthatsuck.com
Reference: www.webpagesthatsuck.com
5 second Test
Blink
Review Formula 1. First impression 2. Is their business 3. Captures attention 4. Main message 5. Can you do 6. Are the common elements (“patterns”) 7. Issues
Verizon
Whirlpool
Westinghouse
Dell
Bank Home Page Research
Industrial & Commercial Bank of China
China Construction Bank
China Construction Bank
Agricultural Bank of China
Key Findings •
Excessive Flashing advertisements
•
Inconsistency in branch home pages
•
Company Centric •
•
About Company XYZ
Content Heavy
Best Practice
Types •
Transactional (task focused)
•
Customer support (self service)
•
Promotions, Sales (lead generation)
•
Brochure ware (contact us)
Focus - Business •
What … – – – – –
•
Your business objectives Your product or service (what are you trying to sell) Other channels (where else can users go to service the task) Are you “saying” (content and Search Engine Optimization) Are your competitors doing
How … – Capturing metrics – Measuring success – Changing content/design to meet user needs
Focus - Users • Who are your users • What … – users key questions (what would they ask if there was not web) – their goals – their tasks – their background – Other sites they visit
Patterns - Home
Research Data is from 75 leading e-commerce sites
Best Practice • Clear Purpose – Focus on high priority tasks – Short cuts to high priority tasks
• Page Components are clearly differentiated • Uses Home on the primary navigation • Customer Focused Language & Priority – About the customer down to About the business
• Navigation – Primary Navigation at top – Secondary Navigation on left hand side
Best Practice • Search in top right hand corner • No splash page • No animated graphics • Minimalist design (less is more) • Register alternative spellings for the URL • No pop up windows • Avoid using flash splash pages • Date last updated (fresh content)
Home Page Goals
Home Page Goals • Goal 1 : What is this place • Goal 2: Don’t get in the repeat visitor’s way • Goal 3: Show what’s new • Goal 4: Provide consistent, reliable global navigation
Bottom Line Designing for good user experience is about communicating clearly, setting expectations early, and then delivering what you’ve promised. Think of your home page as the opening verse of a song. All you have to do is make sure you stay in tune throughout the user’s entire listening experience. http://alistapart.com/articles/homepagegoals
Tips
Tips •
The bigger the organisation, the bigger the fight for Home Page real estate
•
Look at me, look at me – Animations distract and annoy
•
Content Critical – – – –
•
Understanding Collection Writing & optimization Prioritization
Home page is only one part of the journey – Pre web site – During – Post web site
Tips • Invest in Information Architecture • Invest in Search • Analyse your stats - http://www.google.com/analytics/ • Test early and continuously with your users – Paper Prototypes – Power point screens – Working Prototypes
Million Dollar Home Page
User Friendly
User Friendly 2004
User Friendly 2005
User Friendly 2006
User Friendly 2006 • • •
Hangzhou November 3, 4 & 5 (3 days) Speakers from: – – – – – – –
•
China US Australia Canada Hong Kong Korea India
Roundtables
Knowledge • User Friendly 2006 - www.upachina.org/userfriendly2006/ • Chinese Banks Home Page usability www.apogeehk.com/research.html • Lifestyles of the Link-Rich Home Pages www.uie.com/articles/linkrich_home_pages/ • Home Page Goals - alistapart.com/articles/homepagegoals • Apogee Articles - www.apogeehk.com/articles.html
Contact Apogee: [email protected]
Thank You
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