Design is in the Details
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A presentation showing how details affect design and ultimately the bottom line, sales and ROI. Utilizes real-world numbers to support how details score with users.
Transcript of Design is in the Details
Detailsdesi
gn
Visual Decoding
Thus the task is not so much to see what no
one yet has seen, but to think what nobody yet has thought about that which everybody sees
Schopenhauer
Everyday Scenesdissecting the details
How do we see?
Design Details in Historydetails we still use
(and a little art history for review)
details allow us to identify a style, brand, or designer
Philosophy of Details
Saul Bass and Alfred Hitchcock
Saul Bass and George Lucas
How do we recognize things?
Details that make things usable
It’s not about the tools,it’s about what the tool
allows you to do.Kathy Sierra
del.icio.us Before
del.icio.us Remade
Details that draw an audiencesmall things that make big statements
and big $$ as well.
Conversion Rate:those details which inspire the user into action
Items in a Design That Need Loving Detail
Content Products Services
Items in a Design That Need Loving Detail
Content Products Services
Items in a Design That Need Loving Detail
Content Products Services
Items in a Design That Need Loving Detail
Content Products Services
A Few ExamplesLet’s examine the details
but how do we know these detailscan make a bottom-line difference?
(time to view boring charts)
Results courtesy of Travelclick eTrak
ROI Hotel Bookings by Yearfrom Hotel Website (re)design
GDS/Agent Website
Nielson Norman Group Usability Study
Nielson Norman Group Usability Study
B = amount of business done by the siteV = unique visitors coming to the siteC = conversion rate L = loyalty rate
The formula for website success is:
B = V × C × L
Key Design Details That Push ROI Higherkey performance indicators (KPI)
image navigation call to action up-selling and cross-selling checkout
Key Design Details That Push ROI Higherkey performance indicators (KPI)
image navigation call to action up-selling and cross-selling checkout
Key Design Details That Push ROI Higherkey performance indicators (KPI)
image navigation call to action up-selling and cross-selling checkout
Key Design Details That Push ROI Higherkey performance indicators (KPI)
image navigation call to action up-selling and cross-selling checkout
Key Design Details That Push ROI Higherkey performance indicators (KPI)
image navigation call to action up-selling and cross-selling checkout
% Average ImprovementAcross Web Projects
Results courtesy of Nielsen Norman Group
ROI for Usability
% Average ImprovementAcross Web Projects
Results courtesy of Nielsen Norman Group
ROI for Usability
The more people use a design, the bigger the usability ROI
Nielsen Norman Group Study on ROI for Usability
Some Things We Can Do To Improve Our Eye For Detail
marketing sherpa - guiding the user substance call to action update placement managable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
marketing sherpa - guiding the user substance call to action update placement managable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
marketing sherpa - guiding the user substance call to action update placement managable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
marketing sherpa - guiding the user substance call to action update placement managable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
marketing sherpa - guiding the user substance call to action update placement managable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
marketing sherpa - guiding the user substance call to action update placement managable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
Most of the Guiding Content is Above the Fold!
fold of page
marketing sherpa - guiding the user substance call to action update placement manageable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
marketing sherpa - guiding the user substance call to action update placement manageable multiple entry points
Some Things We Can Do To Improve Our Eye For Detail
Thanks to My Sources:
How to SeeGeorge Nelson
Nielson Norman GroupJakob Nielson
Discussion
