Keeping It Real - UX for Interactive Marketers

Keeping It Real UX for Interactive Marketers Annette Priest @AnnettePriest
#ISpsych12 #RealUX Wednesday, October 3, 2012

Session Overview @AnnettePriest #ISpsych12 #RealUX Wednesday, October 3, 2012

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 Wednesday, October 3, 2012

Cognitive Bias Decision Making Probability / Belief Social Memory Wednesday,
October 3, 2012

Wednesday, October 3, 2012

It’s complicated... @AnnettePriest #ISpsych12 #RealUX Wednesday, October 3, 2012

Decision Making Wednesday, October 3, 2012

4 C’s Cost Communication Convenience Consumer Wednesday, October 3, 2012

4 P’s Product Price Placement Promotion Wednesday, October 3, 2012

UX Wednesday, October 3, 2012

“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 Behar Wednesday, October 3, 2012

In Search of: Clean Teeth and Fresh Breath @AnnettePriest #ISpsych12
#RealUX Wednesday, October 3, 2012

@AnnettePriest #ISpsych12 #RealUX Wednesday, October 3, 2012

Reality Check Wednesday, October 3, 2012

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 Wednesday, October 3, 2012

The Real World Wednesday, October 3, 2012

The Real World Social Wednesday, October 3, 2012

What people like Wednesday, October 3, 2012

How often? Wednesday, October 3, 2012

Content Wednesday, October 3, 2012

Tone Wednesday, October 3, 2012

The Real World Mobile Wednesday, October 3, 2012

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 Wednesday, October 3, 2012

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 Wednesday, October 3, 2012

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 Wednesday, October 3, 2012

• 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 Wednesday, October 3, 2012

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 Wednesday, October 3, 2012

The Real World Web Wednesday, October 3, 2012

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 Wednesday, October 3, 2012

What We Saw Users 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 Wednesday, October 3, 2012

What We Saw Communication 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 Wednesday, October 3, 2012

What We Saw Better, 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 Wednesday, October 3, 2012

What Do You REALLY need to know about UX? Wednesday,
October 3, 2012

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 Test Real People Days to Weeks How do people think about information? How should information be grouped or organized Card Sort Real People Days to Weeks Where are people getting lost in navigation? Reverse Card Sort Real People e Days to Weeks Ask the Right Questions Use the Right Tool for UX Need more info? Email [email protected] Wednesday, October 3, 2012

@AnnettePriest #ISpsych12 #RealUX Wednesday, October 3, 2012

#ISpsych12 #RealUX Wednesday, October 3, 2012

Thank You. @AnnettePriest #ISpsych12 #RealUX [email protected] facebook.com/RevelInsight Wednesday, October 3,
2012

Keeping It Real - UX for Interactive Marketers

Keeping It Real - UX for Interactive Marketers

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