you can’t buy it if you can’t find...
TRANSCRIPT
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You Can’t Buy it if You Can’t Find it
#ConvCon @BentleyUXC @UXMetrics
Bill Albert Executive Director Bentley University User Experience Center www.bentley.edu/uxc [email protected]
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About Me
#ConvCon @BentleyUXC @UXMetrics
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A Short Story
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UX and ROI
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• Lee.com increased traffic by 20% and revenue by 98% in 12 months (Usability Sciences).
• La Quinta (LQ.com) increased online revenue by 83% through usability testing (Usability Sciences).
• Staples.com saw 67% more repeat customers and a 31% reduction in drop off rates (Human Factors International).
• American Eagle saw a 53% increase in sales in one month following usability improvements (Interneweek.com).
• A change in one button resulted in $300M for an ecommerce company (User Interface Engineering).
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Lessons Learned
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• > 1,000 participants
• Search and navigation is nearly universal
• Usability issues are common and pervasive
• Details matter A LOT!
• Significant impact on UX and ROI
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Caveats
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• Other aspects of ecommerce are equally as important
• My recommendations are not set in stone
• Principles cut across platforms
• No offense to anyone!
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Top 10 UX Recommendations: Search
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1. Search Box The search box must be easy to find and persistent
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2. Search Flexibility
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Search must be flexible – allowing the user different forms of input
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3. Search Forgiveness Search must be forgiving – allow for misspellings, partial phrases –use auto complete
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4. No Results Never show “no results found” – always present alternatives, clarifications – use “did you mean”?.
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5. Search Filters Search filters are an excellent way to narrow the results in a meaningful way
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6. Sorting Results Allow the user a simple way to sort by relevant criteria
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7. Displaying Results Only display the most relevant information for each search result
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8. Clean Design Simplify the design – make the results page scannable – keep information density low
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9. Remove Distractions Keep the focus on the search results – everything else is distraction
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10. Revisit Results Allow the user an easy way to revisit the search results – pogo-sticking
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Top 10 UX Recommendations: Navigation
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1. Obvious Navigation Navigation must be easy to find and persistent – kill the hamburger menu
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2. Top-Level Categories Top level categories must be intuitive, distinctive, and at the same level
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3. Clickable Categories Top-level and secondary categories must be clickable
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4. Right Number of Categories It’s important not to have too few/many categories (first and second level) – use expandable categories
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5. Intuitive Labels Navigation terms must be immediately intuitive and non-overlapping – no more mystery meat!
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6. Smart Filters Use filters to quickly narrow down the options in a navigation menu
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7. Cross-Referencing Cross-reference specific products which are likely to be looked for in different categories
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8. Breadcrumbs Include breadcrumbs or topic paths to show current position and options for moving up the hierarchy
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9. Navigation Ease of Use Navigation functionality needs to be easy to use and not interfere with content or other functionality
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10. Single Navigation Avoid competing navigation structures so users intuitively understand the site hierarchy
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Solutions
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Research Methods • Personas and field research • Information architecture • Usability testing • Surveys • Web analytics • Voice of customer
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Open Card Sorting Use open card sorting to generate alternative IA’s
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Closed Card Sorting Compare competing IA’s by analyzing the difference between Max% and 2nd place
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% Agreement: Difference Between Winning
Category and Next Nearest Category
30%
35%
40%
45%
50%
55%
Framework
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Framework
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Framework
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Framework
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Framework
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Framework
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# of
groups 4 4 3 3 9 4
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Tree-Tests Evaluate proposed IA including all sub-levels – success, directness, and time metrics
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First Click Tests Evaluate intuitiveness of top-level categories based on visual treatments of design prototype
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Top Mistakes to Avoid
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• Assuming you know how your customer thinks
• “Let’s make the navigation fun”
• Assuming customers like to read/scan
• Selling too early
• Details don’t matter that much
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Questions?
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Bill Albert Executive Director Bentley University User Experience Center www.bentley.edu/uxc [email protected]