user expectations: rise of the baseline
DESCRIPTION
Andrew Newby's talk for Nov 11 Tech Toledo World Usability Day.TRANSCRIPT
V11.10..2011
User Expectations
Rise of the Baseline
Baseline vs LCD
Happy World Usability Day
Explore and celebrate: • Designing with an intentional outcome of sparking change in how people behave, communicate, and do things in the world
Where the baseline is changing
• Awareness/Data Density • Patience • Technology
Data Density
• More capable of finding what is needed in a group of a dozen instead of a group of a few
• Able to understand more complex controls and icons
Data Density: Yahoo 2001 2011
Data Density: CNN.com 2001 2011
Data Density: MSN.com 2001 2011
Patience
• Past successes make the baseline more likely to take the extra second
• Comfortable with the process
Tech • Mobile devices are pulling the entire technology inventory of a user
• Capabilities of today’s 5‐yr old tech is vastly different than 5‐yr old tech 5‐yrs ago.
How the baseline is being helped along
• Simpler tools for denser information • Consistency between disparate systems means immediate familiarity
• Design Thoughtfulness
Simple is overdone
• “Not simple” does not mean “complex” • Feature rich • Engaging
A Process for Usability ‐ Designing for Conversion
• Prototype • Evaluate • Observe • Understand
Conversion
• Turning casual interest into desired action • Universal goal: Attention, Interest, Desire and Action
Win‐Loss Analytics
• Measuring why a user did or did not convert • Providing two paths • Understanding why one choice was less popular
Semantics Side Study Baseline • Represents the common
technology and cognitive abilities among target audiences
• Does not imply level • Can be used to target
above/below
Lowest Common Denominator • In tech used as a figure of
speech; not mathematical • Least sophisticated level of
technology or cognitive ability among target audiences
• Should be “greatest common factor”
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