Web Design & User Research What are people really doing on the internet?
What will be covered • Intro • Why we do research
• How we measure online performance • What data points we measure
• How to get started
Intro • Left WHS in 2004 • Studied BSc Evolutionary Anthropology at University of Liverpool • Tried to pursue a career in science • Studied MSc Palaeoanthropology at University of Sheffield • Worked in science publishing • Worked in online medical publishing
• Got a job at Amazon as Web Editor • Worked in Site Merchandising before specialising in optimisation
Intro
Intro
Intro
Why? Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust.
Although leaders pay attention to competitors, they obsess over customers. - Jeff Bezos, Amazon Founder
Why? We need to understand our customers or users and what they want in order to improve this for them which, in the long run, improves performance for us
CX / UX
Why?
Why?
Useful Usable
Enjoyable
Why? Simple changes can make a big difference
Iterative design
Why? Google tested 41 different shades of blue for the links on their search results
This resulted in an increase in advertising revenue of ÂŁ138 million in a year
Iterative design
How? Quantitative
Qualitative
• Web data analysis
• Market research
• SEO data analysis
• Customer feedback
• Surveys • Multi-variate testing (MVT) / A/B testing
• Surveys • User research / usability studies
What? • Impressions / Sessions
• Clicks / Hits • Click-through rate (CTR) • Unit sales • Profit
• Customer rate (new & returning)
MVT
Examples Control
Test 1
Test 2
Examples Control
Test 1
Test 2
Examples Navigation Navigation Text vsNavigation image preferences preferences navigation methods by by gender byage age 40% 40% 250% 35% 35% 30% 200% 30% 25% 25% 20% 150%
34% 15%
27%
36%
27%
14%
20% 15% 15% 10% 100% 14% 5% 10%
17% 15% 8%
12% 9% Manual Leftnav
5% 12%
22%
0% Dynamic Leftnav Search Subnav Quicklinks 5% 50% 6% 5% 18-30 17% 13% 3% 12% 7% 0% 0% 30-40 10% 10% 6% 27% 6% Dynamic Leftnav Manual Leftnav Search Subnav Quicklinks Tiles 0% 40+ 7% 14%Text 7% 36% 7% Image Dynamic Leftnav 86%Manual Leftnav Males Females Search Subnav Quicklinks Tiles 40+ 7% 18-30 30-40 40+ 30-40 71% 10% 18-30
72%
12% 18-30
30-40
40+
Tiles 35% 29% 21%
Examples Control
Test 1
Test 2
Examples Control “[There are] too many deals going on... Why are these highlighted?”
Test 1
Test 2
“It’s a bit overwhelming.”
“Best part of 400 items shoved in your face.”
“Random collection of items.”
“Too much information.”
“Am I trying to be confused? I'm so bombarded.”
“Everything’s a bit jumbled.”
“There is too much scrolling. It's laborious.”
“It doesn’t look like a homepage.”
“It is disappointing to see a blank space [to the right of Deals of the Day].”
How to get involved Market Researcher
Visual Designer
UI/UX Designer
Information Architect
Web Developer
Software Developer
How to get involved Graphic Design
Multimedia Studies
Computer Science
Interaction Design
Human Computer Interaction
Project Management
Digital Media
Design Computing
Psychology
Any questions?