artez webinar slide: usability roi presentation

© confidential/ w.illi.am/ July 28, 2010

Experience This!

Usability - Your Secret ROI Weapon

Usability - Your Secret ROI Weapon


© confidentiel / w.illi.am/ July 28, 2010

Tara O’Doherty, VP Strategy & User Experience, [email protected]

Today’s Session

� In Canada, unlike the US, most companies have yet to take advantage of knownand proven methods that can increase digital ROI almost over night. In this webinar you will learn the latest web and mobile usability techniques to:

� Optimize your web & mobile lifecycle by introducing user-centric methods

� Convert visitors conversion by enlisting proven usability best practices


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� Drive retention and online customer self-service

Put your users in the mix...

Our Old Model

Most Profitable!

Consumer-Centric Model


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[The safe mistake Zone]

The Must-Do’s – for all digital experiences!

� Usage Scenarios

� Wireframes (with best practices)

� Cognitive Walkthroughs

Iterative User Validation


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� Iterative User Validation

� Integrate Self-Service Strategies

Usage Scenarios


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Wireframes


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Wireframes


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Wireframes


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Cognitive Walkthroughs

� The cognitive walkthrough is a technique for evaluating the design of a user interface, with special attention to how well the interface supports "exploratory learning," i.e., first-time use without formal training.

� The evaluation can be performed by the system's designers in the early stages of design, before empirical user testing is possible.


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Iterative User Validations

� Iterative testing simply means testing that is repeated, or iterated, multiple times.

� Iterative usability testing matters because the ultimate goal of all usability work is to improve usability, not to catalogue problems.

� A single usability test - particularly if no action is taken based on its findings - can only tell you how successful or unsuccessful you were in creating ease of use.


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unsuccessful you were in creating ease of use.

� To improve upon what you already have, recommendations based on the usability test's findings must be incorporated into a revision of the product.

� Once this has been done, it's advisable to test the product again to make sure that no additional usability flaws were incorporated with the fixes to the previously found glitches.

� Set your goals in advance > Task success rate? Satisfaction rate?

Self-service

� Integrate click-to-chat

� Add in quick-start guides

� Instructional Video Modules

� Contextual FAQs


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Your Checklist to Success

© confidential/ w.illi.am/ July 28, 2010Long Term ESS Recommendations/ Purolator

Your Checklist to Success

Your Checklist


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Your Checklist


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Your Checklist


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Your Checklist


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Your Checklist


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Your Checklist

� If you write it.....they may come – but have no idea what is going on!

� In the US, the average adult reads at an eighth grade level. Nearly half the population has low literacy.

� According to usability guru Jakob Nielsen, 30 percent of web users have low literacy and that number will reach 40 percent by 2010.

� And while you might worry that "dumbing down" will turn off higher literacy users, this doesn't appear to be the case.


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doesn't appear to be the case.

� Rather, studies show that tailoring pages to low-literacy users improves all users' ability to find correct information faster, and to feel more satisfied with their experience.

Your Checklist

� 1. Concise: People who visit your website aren‘t looking to read a novel. To-the-point writing makes it 58 percent easier for your readers to fulfill their tasks—whether they're absorbing information or making a purchase. Here‘s how to do it:

� Cut it short

� Keep it simple

� Stay focused


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� 2.Scannable: Scannable copy is 47 percent more usable (MorkesandNielsen, 1997) because it helps your readers quickly find what they‘re seeking. Scan these tips to make it happen:

� Decorate key words

� Use subheads

� Create lists

� Write inverted pyramids

Your Checklist

� 3. Objective: Unfortunately, credibility is hard to come by on the web. So how do you earn your readers‘ trust?

� Be believable and balanced

� Provide proof

� Solve problems

� 4. Personable: By reaching out with more personal writing, you‘ll more effectively make a connection and encourage action. Here‘s how to get


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effectively make a connection and encourage action. Here‘s how to get started:

� Know your reader

� Create a conversation

� Choose punch over grammar

Your Checklist

� 5. Searchable: Search engines constantly scour the web for them. They add them to their indexes.

Then, when someone punches those words into a search box, they suggest relevant pages. Readers click to those pages and expect to see the words they‘re seeking.


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Here‘s how to start satisfying both search engines and readers:

� Write what they search

� Add keywords

� Showcase relevance

Your Checklist


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Thank you for joining us!


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artez webinar slide: usability roi presentation

Documents

product confidential

conversation confidential

confidentiel w

usability work

mobile usability techniques

percent of web users

usability tests findings

single usability test