Keeping It Real - UX for Interactive Marketers
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Keeping It RealUX for Interactive Marketers
Annette Priest
@AnnettePriest#ISpsych12 #RealUX
Wednesday, October 3, 2012
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Session Overview
@AnnettePriest#ISpsych12 #RealUX
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Image: http://www.nasa.gov/mission_pages/herschel/multimedia/pia15254.html
Source: http://allthingsd.com/20111206/android-market-now-on-pace-with-apple-at-more-than-1-billion-downloads-a-month/?mod=obinsite
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Image: http://www.nasa.gov/mission_pages/herschel/multimedia/pia15254.html
Source: http://allthingsd.com/20111206/android-market-now-on-pace-with-apple-at-more-than-1-billion-downloads-a-month/?mod=obinsite
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Cognitive Bias
Decision Making Probability / Belief
Social Memory
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It’s complicated...
@AnnettePriest#ISpsych12 #RealUX
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Decision Making
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4 C’s
Cost
Communication Convenience
Consumer
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4 P’s
Product Price
Placement Promotion
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UX
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“Design is not a short-term fix. It’s a long term engagement that requires you to think about how design affects everything that touches the consumer -- from product to packaging to marketing to take home experience.”
— Yves BeharWednesday, October 3, 2012
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In Search of:Clean Teeth and
Fresh Breath
@AnnettePriest#ISpsych12 #RealUX
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@AnnettePriest#ISpsych12 #RealUX
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@AnnettePriest#ISpsych12 #RealUX
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@AnnettePriest#ISpsych12 #RealUX
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@AnnettePriest#ISpsych12 #RealUX
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@AnnettePriest#ISpsych12 #RealUX
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@AnnettePriest#ISpsych12 #RealUX
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@AnnettePriest#ISpsych12 #RealUX
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Reality Check
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Listening Labs are open-ended, qualitative one-on-one sessions
that capture both strategic and tactical customer insights. They're less structured than usability testing and are
customer directed.
This is neutral, generative research - it provides empathy and insight about people who might
potentially use your products, but might not. This exercise is designed to
bring your closer to the actual customer experience.
Generative research is a reality check that helps teams produce better ideas, more on track with people’s real life
situations. It works together with evaluative research like surveys, analytics and usability testing to keep risk, concealed opportunities, and
wasted investment at bay. It also helps us set priorities and strategy for UX and design.
Listening Labs
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The Real World
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The Real World Social
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What people like
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How often?
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Content
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Tone
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The Real World Mobile
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Tablets
WANTED:
• Links to the full site ensure users
can get to what they need
• Take advantage of the screen size
for rich visuals - images and video.
• Don’t skimp on screen real estate
for clickable targets
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Stuff Users Say
“It didn’t have what I was looking for – it was limited.”
“There’s nothing to click on if I wanted to learn more about it, only ‘back’.”
“Just brought up a little paragraph and that was it.
Not as good as on the computer.
Less information.”
“Easy to get there but not much to offer.”
“I want to be able to find anything… and you can’t search so I can’t find what I’m interested in.”
Source: Revel Insight
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Stuff Users Say
“When it says downloads on my phone I expect I have to have flash player and
stuff like that” – iPhone user
“It’s telling me I can’t look at it because
I don’t have Flash!
This is hard.”
“Pictures are too small when it comes up. Zooming in is difficult. I just want to be able to pop up full screen.”
“I don’t want to download that,
my phone only has so much space… and I have a lot of pictures.”
“Doesn’t work. I was curious, now I’m disappointed.”
Source: Revel Insight
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• Anticipate needs based on context• Prioritize - selectively include content• Reduce text entry• Size buttons for fingers and place them for thumbs• Provide space between links to make them more
selectable with fingers• Prevent errors - keep opposing or critical functions
away from each other • Avoid popups• Don’t lock people in - if your design isn’t responsive,
then link to full site
Best Practices for Mobile UX
@AnnettePriest#ISpsych12 #RealUX
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When It Works
“It’s a lot less info they’re asking for than website,
this is easier because they’re asking for less info.”
“This is more of what I expected, brought me to a mobile page that loads quickly.”
“Definitely seems like someone has formatted this – nice. It’s very hard for navigation
when not like that. It’s easy to read. Good.”
@AnnettePriest#ISpsych12 #RealUX
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The Real World Web
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What We Saw• People are skeptical of marketing content from manufacturers. Expect the
manufacturer will only tell the good things about a product, not an accurate reflection of reality.
• Mobile is for research and comparison.
• They rely on user ratings and reviews from third party sources and realize that not all of those reviews may be accurate / true.
• Users arrive at various pages within the site based on the search terms they enter into google. They dip into the site to get the information that they need and then move on to the next item.
• Internal search needs improvement.
• Several users ended up on shop page or product but couldn’t find a way to get to more information about the product.
@AnnettePriest#ISpsych12 #RealUX
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What We SawUsers need a reason WHY they should buy
• ...written the way the way a human being would speak to them• “How does it benefit me?” • Wants to feel good about decision
@AnnettePriest#ISpsych12 #RealUX
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What We SawCommunication is a problem
• Too much jargon• Labeling doesn’t match user expectations• Need plain language, conversational tone
Visuals are critical• Users are driven by imagery• MUST have meaningful link between imagery and
content
@AnnettePriest#ISpsych12 #RealUX
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What We SawBetter, easier comparisons are needed
• Which family is right for you?• Which product within the family is right for you?• Compare function - compare choices to each other• Avoid overwhelming with choice by limiting to low
number and using extra care with layout
@AnnettePriest#ISpsych12 #RealUX
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What Do You REALLY need to know about UX?
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Questions to Ask Tool Timeframe
WHERE are people clicking? Web Analytics (A/B Testing) Varies
But WHY are they clicking where they’re clicking…
What is visually engaging on this page?Where will people look on this page?
predictive eye tracking
Minutes to Hours
What What are people aware of and not aware of? 5-Second TestReal People
Days to Weeks
How do people think about information?How should information be grouped or organized Card Sort
Real PeopleDays to Weeks
Where are people getting lost in navigation? ReverseCard Sort
Real PeopleeDays to Weeks
Ask the Right QuestionsUse the Right Tool for UX
Need more info?Email [email protected]
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@AnnettePriest#ISpsych12 #RealUX
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#ISpsych12 #RealUX
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Thank You.@AnnettePriest
#ISpsych12 #RealUX
[email protected]/RevelInsight
Wednesday, October 3, 2012