The A-Z of good user experience. Victorian Law Foundation Better Information Workshop By Mark Jones

Size: px

Start display at page:

Download "The A-Z of good user experience. Victorian Law Foundation Better Information Workshop By Mark Jones"

Brendan Porter
5 years ago
Views:

1 The A-Z of good user experience Victorian Law Foundation Better Information Workshop By Mark Jones

3 ABC Ambulance Victoria ANZ AusPost BHP Billiton Carlton & United Breweries Commonwealth Bank EA Games ebay Fairfax Jetstar Latrobe University 15 years looking at how people encounter and interact with digital technology Linfox Medibank Private MyChemist NAB Officeworks Priceline Salvation Army Sanofi Pasteur Symbion Health Telstra Transurban Triple M VicHealth Walt Disney

4 An adventurer

5 Started interested in technology

6 But people are much more interesting

7 WHAT WE LL LOOK AT TODAY What is User Experience? What does it mean for websites? Examples as we go Morning tea Discussion and questions

8 What is User Experience?

9 A person's perceptions and responses that result from the use or anticipated use of a product, system or service ISO

10 User experience encompasses all aspects of the end-user's interaction with the company, its services, and its products DON NORMAN & JAKOB NIELSEN

11 So it s everything HST, NASA

12 SOME DIFFERENT WAYS TO THINK ABOUT IT It s how people encounter what we create. It s about their context, thoughts, beliefs, attitudes and emotions. It focuses on making their lives better through deeper understanding and improved decision making. It s everybody s responsibility. There s an array of methods, disciplines and talent to help us all do it better.

13 People at the heart, each step of the way

14 What does it mean for websites?

15 Aiding understanding

16 ELEMENTS OF UX FOR CONTENT ORIENTED WEBSITES 1. Objectives & User Needs 2. Content Requirements 3. Information Architecture 4. Navigation Design & Information Design 5. Content Production & Visual Design Best if the different disciplines work together rather than in stages / silos.

17 ELEMENTS OF UX FOR CONTENT ORIENTED WEBSITES 1. Objectives & User Needs 2. Content Requirements 3. Information Architecture 4. Navigation Design & Information Design 5. Content Production & Visual Design Best if the different disciplines work together rather than in stages / silos.

18 User needs

19 DISCOVERING USER NEEDS Website analytics and search terms research Customer service and call centre insights Intercept surveys Interviews Direct observation, diary studies, etc.

Introduction Alex grew up in a small town in New Zealand, where she had multiple family connections to farmers. She moved to Melbourne in 2003 to go to university.

20 Introduction Alex grew up in a small town in New Zealand, where she had multiple family connections to farmers. She moved to Melbourne in 2003 to go to university. Alex has friends who own a cattle farm in Victoria, where she now buys meat directly. She cares deeply about sustainable living and tries to influence those around her to live responsibly. Primary Goals Be healthy by eating fresh, sustainable food Influence others to be healthy Attitudes Cares about the environment Cares about food issues such as GMO-fed livestock, caged chickens, etc. Alex, 29 Ethical Epicurean Behaviours Buys organic foods Regularly visits farmers markets Participates in behind the scenes produce events Uses social media to voice opinions on topics she cares about I want to be able to trace my food, from the farm to plate

21 PERSONAS Represent different types of typical users. Based on user research and real people. Evolve as you talk to more people. Depict behaviours, motivations and pain points. Brought to life with a contextual story. Predictive observed behaviours indicate which persona and their likely motivations, attitudes, etc. Different to segments, but can be used as an initial framework for further segmentation.

22 Information Architecture

23 INFORMATION ARCHITECTURE How the content of a website is structured. How people find and move through information.

26 SITE MAPS

27 Every page is now your homepage

28 TASK FLOWS

29 Information scent

31 UX METHODS FOR INFORMATION ARCHITECTURE Open Card Sorting People grouping topics into their own categories. Discover terms they use. Also a great activity for internal teams. Closed Card Sorting People grouping topics into pre-determined categories. Find out if the categories work as expected. Tree Jack Testing Ask people where they think they would find certain information within then structure. Only see one level at a time and drill down to specific topics. Determine how well terms and the structure performs.

32 Navigation

33 NAVIGATION ELEMENTS Primary navigation Category and landing pages Utility links Calls To Action Footer Site maps Search Content links Logo Breadcrumb Related or recommended items

34 PRIMARY NAVIGATION F & Z reading patterns means header navigation is the more important. It s also the hardest to get agreement on and design well. Balance between descriptive & discrete terms and available space. Your site structure will change and there s myriad screen sizes. Choose an approach that s flexible and scales.

35 WRAPPING LIST DESKTOP HOME ABOUT OUR WORK PROJECTS EVENTS MEDIA & RESOURCES MOBILE HOME ABOUT OUR WORK PROJECTS EVENTS MEDIA & RESOURCES

36 MEGA MENUS

37 HAMBURGER HOME ABOUT OUR WORK PROJECTS EVENTS MEDIA & RESOURCES

38 PRIORITY PLUS DESKTOP HOME ABOUT OUR WORK PROJECTS EVENTS MEDIA & RESOURCES TABLET HOME ABOUT OUR WORK PROJECTS MORE MOBILE HOME ABOUT MORE

39 A COMBINED APPROACH

40 A few final thoughts

41 Prioritisation is hard but it s crucial. Mobile sketching can help.

42 You can only understand a user s experience once they actually encounter it, when they use it. So test early, and test often.

43 Velocity = speed + direction Involving your users throughout the process helps with both.

45 Mark Jones Head of User Experience Reactive linkedin.com/in/markpj

Rodale. Upper East Side

Rodale. Upper East Side Rodale Upper East Side Meet Rodale Native American, 29, PHX Level of trust in news? The best you can expect is 60% : Believes reporter s perspective, motive, and experience all drive credibility, as well