Site Usability Smackdown Webinar
•Transferir como PPT, PDF•
1 gostou•297 visualizações
It's no holds barred when three corporate Web sites step into the ring with our usability experts. Jen "The Business End" Modarelli and Rockin' Robin Stevens tag-team to dish out the pain for ROI gain. Warning: this deck features extreme acts of usability.
![The Five-Point Usability Checkup Could your site pass the test? Jen Modarelli Principal, B2B Strategist [email_address] Robin Stevens Director, User Experience [email_address] © 2009 White Horse Productions, Inc. Content may not be reused without permission.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Semelhante a Site Usability Smackdown Webinar
Semelhante a Site Usability Smackdown Webinar (20)
Mais de White Horse
Mais de White Horse (7)
Último
Último (20)
Site Usability Smackdown Webinar
- 1. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 2. The Five-Point Usability Checkup Could your site pass the test? Jen Modarelli Principal, B2B Strategist [email_address] Robin Stevens Director, User Experience [email_address] © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 10. Meet the right needs of the right customer type at the right time. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 16. The Good © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 17. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 18. © 2009 White Horse Productions, Inc. Content may not be reused without permission. Usability Checkup Brand Message Site Nomenclature Distinct Task Paths Site Wayfinding Calls to Action
- 22. The Bad © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 23. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 29. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 32. Task Paths Although site appears to be geared to residential decision makers, examination of the Composites area reveals this overview of end-use markets – definitely geared towards the B2B user. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
- 36. Questions? Jen Modarelli Principal, B2B Strategist [email_address] Robin Stevens Director, User Experience [email_address] © 2009 White Horse Productions, Inc. Content may not be reused without permission.
Notas do Editor
- By the time you’re done today, you’ll know the five important questions to get you started on evaluating your own site.
- Notes: An extended customer consideration cycle Multiple customer stakeholders involved in decision Industry-specific verticals and spheres of influence Brand and product messaging goals are different depending on customer type and point in the consideration cycle “ Conversion” is not always as clearly defined as for consumer (particularly commerce) sites
- Usability Issues documented in this report have been assigned a severity level. The priority assigned to an issue is based upon the negative impact it will likely have on user experience. Issues are assigned a priority if they meet one or more of the criteria listed within that level. High Priority Users are likely to have extreme difficulty accomplishing the task. Users will likely experience a high level of confusion, frustration or annoyance. Users are likely to abandon the effort before achieving the task. The feature is highly visible ( many users access the feature), or the feature has low visibility, but is critical to the subset of users who rely on it. Medium Priority Users are likely to have some difficulty accomplishing the task. Users may experience some confusion. The task will take more time than expected. Low Priority Users are able to accomplish the task. Confusion is absent or minimal. The task may involve additional steps that may not be necessary, and/or may negatively impact users' brand perceptions (typos, inconsistencies, etc.). The feature has minimal visibility and is less critical to users.
- Your home page is your most important online brand vehicle. It’s the place people come for reinforcement of perceptions developed elsewhere and to gauge the depth of your commitment and your quality.
- Most of us work in industries that develop their own specialized languages … we become so comfortable with our specialized language, it becomes no longer specialized to us. -- Jared Spool, User Interface Engineers
- Users don’t just want good content; they want it to be easy to find and use. -- Megan Burns, Forrester Research
- There are three general types of B2B roles —decision-makers, influencers, and users — and you need to design online experiences toward all three.
- What to improve your conversion? First you have to see your site from your visitors perspective.
- The good: http://www.ibm.com/us/en/ -primary nav drop-downs are un-navigable creating frustration for the user and higher risk of site abandonment -good use of consistent tertiary-level templates and breadcrumbing (which is needed in this content-rich site) -Ability to self-segment to the nth-degree though you need to know what you’re looking for. -Volume of content is overwhelming and may drive customers to interact with customer support/sales rather than navigate the site for themselves; to support this IBM provides consistent Contact box at top of right channel on all secondary+ pages. -Clear and useful search results page that includes cross-promotion of potentially related services and functions
- Blue Cross Blue Shield What’s blue finder How does business buy a plan? The bad: http://www.bcbs.com/ -Use of BCBS and Blue is awkward and not how users refer to the company; use of uncommon acronyms and buzzwords weakens overall branding. -Too many CTAs and oversized visual treatment of headers prevents any indication of clear task path and what BCBS offers. -Primary nav is so subtle compared to rest of site that it fades away and not clear that there is any real depth to the site. -A lot of text in small sizes creates blocky pages that keeps site from communicating value of offerings. -Tertiary level pages finally include consistent left nav providing context for sections and the information each provides, allowing identification of primary nav bar (because distracting/competing graphics are removed) and right-channel communicates some value (though rt channel content doesn’t change based on section/content of page).
- Owens Corning Energy Efficiency The ugly: http://www.owenscorning.com/ Well, immediately the pink and the pink panther image are off-putting. It makes the site seem childish and I believe it doesn’t speak to the customer base. While insulation is indeed pink, I think that branding can be done in a more effective manner with product images, improved navigation paths into distinct product areas, etc, rather than the pink text. Awkward and disorienting that most primary nav links launch a new window. Too many different page treatments across the site’s primary navigation sections; no cohesiveness across the site. A lot of corporate info is broken out into unique primary nav sections; duplicate content that could be combined to allow focus on the primary product categories. Utility nav placed awkwardly near the bottom left of pages; inconsistent inclusion of utility nav on pages Transition into secondary-level pages is awkward and often takes users to yet another landing page Good things: -Some interesting ideas for treatments related to worldwide locations and finding/selecting sites in native languages. -Nice start at a segmentation tool on Building materials landing page, though its usefulness is not quite clear as only the flash piece changes -Potentially useful assortment of calculators and finders, though not optimally placed -Other than the PINK, use of white space and visual treatment (font, color palette, module treatment) could easily be reused to create a professional site.