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User Experience Conference 2004

Pro close to developers, supervisors feel in control, closer to projects ... Web-wide tasks: sites visited per task: 3.2. First page visited on ...

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User Experience Conference 2004

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    Slide 1:User Experience Conference 2004

    Las Vegas Oct 3-5 Presented by Nielsen Norman Group

    Slide 2:Agenda

    Day 1 – Loose Money Black Jack Video Poker Day 2 – Interaction Design 1 Full Day Workshop Day 3 - Interaction Design 2 Day 4 – Main Event 3 Keynotes

    Slide 3:400+ Attendees

    Amazon Adobe Systems Cisco Systems Accenture IBM Yahoo Qwest Hewlett-Packard Bank of America Travelocity PayPal Verizon Sprint Dell Sun Microsystems Oracle Napster NYSE PeopleSoft MapQuest Ebay ORC Macro

    Slide 4:Interaction Design 1& 2

    Instructor: Bruce Toganazzi: Principal Nielsen Norman Group, Chief designer WebMD, Original designer for Apple, Sun 2 day workshop High level, theory, conceptual

    Slide 5:Centralized vs. Decentralized staff

    Decentralized: Pro – close to developers, supervisors feel in control, closer to projects Con – supervisors feel in control, poor resource management; work done in spurts, less learning from each other, less upper support Improve with communication among decentralized groups Centralized: Pro – better cross learning, better skills, cross pollination (less reliant on individuals), more powerful Con- isolation from developers, isolation from marketing and projects, managers fear loss of control Improve with co-locating designers with developers on projects, primary programmer and designer on projects

    Slide 6:Life Cycle

    Engineers like schedules Old: SDLC, Waterfall = Slow Sequential, Separate New: Fast Track Methodology Team based, Cooperative, Involve team Prototyping, Testing Improves release time

    Slide 7:Systems Design

    Never assume the client knows the solution i.e. “We need a database to store customer phone numbers” Never start with the technology, start with the problem Don’t solve the wrong problem with the right technology i.e. “We need to build a system that does X, because Y technology requires us to do it that way” Complexity/Difficulty of programming should not drive system

    Slide 8:Systems Design

    There is no average user Requiring pre-registration deters users Use defaults where appropriate: countries, states, etc. Reinforced many usability guidelines Don’t trust your own eyes Don’t trust your own abilities Magic metaphor: Magic works when it is smooth, natural, and unnoticed Any usability testing is good Early and often Diminishing returns Prototypes are meant to change

    Slide 9:Don Norman Expectation Design: The Next Frontier

    Principal, Nielsen Norman Group Former Vice President at Apple General talk on design and marketing People buy based on design Online experience leaves a lasting impression of a brand

    Slide 10:Hoa Loranger Teenagers on the Web: Creating compelling Websites

    User Experience specialist, Nielsen Norman Group Basic usability issues magnified Teenagers are less skilled Task success rates- Teens: 55%, Adults: 66% Teens read less, give up quicker Enjoy interaction: quizzes, polls, message boards, interactive content Many sites confuse teens with sensory overload Many teens not using new technology Teens aren’t kids Volcom, BBC

    Slide 11:Jakob Nielsen Web Usability Guidelines Revisited

    Principal, Nielsen Norman Group “The guru of usability” Mixed emotions among Web professionals

    Slide 12:Research

    Tested 25 Websites Large, Medium, Small, E-commerce, Govt. Success rates Site-specific tasks: 66%, 40% in 1997 Web-wide tasks: 60%

    Slide 13:Usability Problems

    Finding (IA, category names, navigation links) Page Design (readability, layout, graphics, amateur, scrolling) Information (content, product info., corporate info., prices) Task Support (workflow, privacy, forms, comparison, inflexible) Search Fancy Design (multimedia, back button, PDF/printing, new window, sound) Other (bugs, presence on Web, ads, new site, metaphors)

    Slide 14:Results

    88% first action was search engine Web-wide tasks: sites visited per task: 3.2 First page visited on site Homepage 40% 35 sec on page for low-experienced 25 sec on page for high-experienced Interior page 60% Page views per site 3.3 on temporary sites 5.5 on final site Total time on site 1:49 on temporary sites 3:49 on final site

    Slide 15:Results

    43% low-experienced reading carefully 37% high-experienced reading carefully Others were scanning Even though all text may not be read, all text is important. Typos, incorrect, inaccurate, or outdated information will overshadow good content and jeopardize the user’s perceived credibility of the site.

    Slide 16:Search Query Strings

    Slide 17:Revisited Guidelines From 1994-1999

    Rated for current importance: *** still high-impact problem ** medium-level problem * minor issue now 0 no longer problem Reasons for change Technology improvements Behavioral changes in users, e.g. adaptations Designers restraint

    Slide 18:Still Equally Important

    Slide 19:Technology Improvements

    Slide 20:Behavioral Adaptations

    Slide 21:Designers Showing Restraint

    Slide 22:Designers Showing Constraint (2)

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