Global Reviews: Design vs. Usability - The Evidence

Global Data : Local Insights



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Global Reviews: A total focus on the customer

We use a scientific method for measuring digital customer research & decision journeys and the experience customers receive from brands online

Each year we capture & measure thousands of online consumer product sales journeys of the world’s brands across many B2C retail sectors

We also speak to thousands of customers that we use to help brands understand why they behave like they do online

We package this information to help brands understand their competitors, their customers and how to maximise sales outcomes and online customer satisfaction

A quest to find the missing ‘WHY’


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Design or Usability?THE EVIDENCE


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The conflict between Usability & Design

>While we recognise that interface design has come a very long way, the integration between visual interface design and user experience design teams can vary dramatically. It is this disconnect where costly problems can rear their head

>We all know how important the first few seconds are for a consumer in deciding whether they stay or go when first visiting a website. But, design always lives in context, and that context always has a strong usability quotient.


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Our approach

>From data captured over the past 12 months and across multiple industries, we set out to investigate consumer perceptions and success rates in navigating to desired content between old and new web designs

>As these sites looked more visually appealing to us, and when you ask 50 people you start to see a clear pattern emerging. However, we wanted to understand whether a re-designed more appealing website in fact also was easier to navigate and accomplish the consumer’s goal

Here is what we found…


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Case Study 1


Case 1: Website RedesignMarch 2013 August 2013

Longer

TilesRemoved

Simplified

Cluttered


Homepage Impressions

Looks like it caters for me

Offers a clear starting point

Page is uncluttered

Displays all the information

I expect to see

Gave the impression

of trust

Design is vidually ap-

pealing

I would be likely to use this website

Overall Mean6

6.5

7

7.5

8

8.5

9

9.5

10

Q3/13 Q1/13


Task Performance and Satisfaction

Loca

te p

rodu

ct ra

nge

Satisf

actio

n

Loca

te p

rice/

fees

Satisf

actio

n

Mat

ching

to n

eeds

Satisf

actio

n

Avera

ge ta

sk c

omple

tion

Avera

ge S

atisf

actio

n0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q3/13 Q1/13


No one found price information

45% of visitors clicked ‘Electricity & Gas Plans’ via the ‘Energy Plans’ dropdown menu

But no one noticed the ‘Price information’ link.


What’s changed?

Previously, the homepage had a direct link to ‘Price information’ seeing 70% of visitors starting out on the correct path


What did they say?

“I was unsuccessful on every task. The site looks lovely but does it actually have any relevant information? I didn’t find any. It was full of airy fairy stuff, nothing factual. To me, after attempting 4 tasks, it felt like site did not want me to find any tangible information, rather just padding and fluff. If I go to the trouble of going to the website rather than calling you, I should be able to easily find a raft of information that you could not give me over the phone…

Had I really wanted that information, I would have been forced to call you, if I could in fact find your correct phone number for enquiries of course. I think I am pretty good at finding information, as I do it all day long, but that was disappointing to me as I felt I should have been able to complete all 4 tasks.”


Case Study 2


Case 2: Website RedesignNovember

2012February

2013

Simplified – lighter feel

Removed the Dropdown menu resulted in details such as consolidation , fees and charges became harder to find





Page is uncluttered

Displays all the informa-tion I expect

to see

Gave the impression

of trust

Design is vidually

appealing


Overall Mean5

5.5

6

6.5

7

7.5

8

8.5

9

9.5

10

Q1/13 Q4/12



Loca

te p

rodu

ct ra

nge

Satisf

actio

n

Under

stan

d fe

es a

nd c

harg

es

Satisf

actio

n

Mat

ching

to n

eeds

(con

solid

ation

)

Satisf

actio

n

Avera

ge ta

sk c

omple

tion

Avera

ge S

atisf

actio

n0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Q1/13 Q4/12


What’s changed?

“It is just too frustrating”

“I couldn’t find any heading for a link that would take me to the information sought. I tried site search and that

didn’t help”

“I couldn’t find what I was asked to find and I think I

looked everywhere it might possibly be.”

Dropdown menu removed which contained the direct link to consolidation information

Q3/12

Task: Find an area/page that provides information on how to join all your superannuation accounts together


What did they say?

I do not consider this site to be an easier site to navigate. The information is not really available, it would seem you would have to go through layers of information to get the answer.

I have used other Super sites and found them to be much more easy to obtain information.”


Case Study 3


Case 3: Website Redesign

Q2/2013

Longer

Simplified

Q4/2013

Cluttered





Page is uncluttered

Displays all the information I expect to see

Gave the impression

of trust

Design is vid-ually appealing


Overall Mean5.0

5.5

6.0

6.5

7.0

7.5

8.0

8.5

9.0

9.5

10.0

Q4/13 Q2/13


Loca

te p

rodu

ct ra

nge

Satisf

actio

n

Loca

te fe

es a

nd c

harg

es

Satisf

actio

n

Mat

ching

to n

eeds

(spe

cific

card

feat

ures

)

Satisf

actio

n

Avera

ge ta

sk c

omple

tion

Avera

ge S

atisf

actio

n0%

10%20%30%40%50%60%70%80%90%

100%

Q4/13 Q2/13



Case 3: Finding range and priceQ2/2013

Direct navigation from homepage

Compare all cards sits high in navigation

Task: Find a page on the website that shows all available credit card options.


What’s changed?

“felt that it wasnt clear if that was all the options available or were they

the options most used/requested.”

Q4/2013

Majority miss this options as it sits lower down the page


What can you learn?


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The top 6 take-aways

1. Don't throw the baby out with the bath water. Commit to understanding what's working with what you're currently doing and optimise what’s not

2. Know what represents a best practice customer sales journey and stick to these principles

3. Communicate what makes your brand special, but put the customer first. Not the other way around

4. Integrate your design teams to work on the project together. Knowing the potential impact of design decisions can save you plenty (of money and time)

5. Finally, focus on measuring the things that matter. If you're trying to sell something online, then make sure the measurements you’re capturing align to maximising this goal

6. Getting the right information going in to any process can save you money, both in the rework and lost sales opportunities


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> For further information on this or other studies contact:

Ché Carbis

Senior Commercial Director

[email protected]

+61 3 9982 3419

mailto:[email protected]



www.globalreviews.com

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Global Reviews: Design vs. Usability - The Evidence

Marketing

Transcript of Global Reviews: Design vs. Usability - The Evidence