Keeping It Real - UX for Interactive Marketers

Keeping It RealUX for Interactive Marketers

Annette Priest

@AnnettePriest#ISpsych12 #RealUX

Wednesday, October 3, 2012

Session Overview

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

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

Cognitive Bias

Decision Making Probability / Belief

Social Memory

It’s complicated...

Decision Making

4 C’s

Communication Convenience

Consumer

4 P’s

Product Price

Placement Promotion

“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

In Search of:Clean Teeth and

Fresh Breath

Reality Check

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

The Real World

The Real World Social

What people like

How often?

Content

The Real World Mobile

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

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

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

• 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

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.”

The Real World Web

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.

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

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

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

What Do You REALLY need to know about UX?

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 annette@revelinsight.com

#ISpsych12 #RealUX

Thank You.@AnnettePriest

#ISpsych12 #RealUX

annette@revelinsight.comfacebook.com/RevelInsight

Keeping It Real - UX for Interactive Marketers

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