The Jordan RulesAnswers to your questions

v1.3 July 5, 2009

Review

You had questions on

Rule 9 - Test and AdaptRule 6 - Look at supporting visuals from a

psychological perspectiveRule 5 - Prioritize User Flows over information

Rule 3 - Set Expectations

Rule 9

Test and adapt

Multivariate Testing

Why do it

When to do it

How to do it

Different types of testing

Multivariate Testing Why do it

When you have a project you’d like to optimize, multivariate testing is often a great solution.

It allows you to launch a site, deploy a set of banners, or send an email with one (or more) variables, and receive data on which variable was most effective.

Multivariate Testing

When to do it

DiscoveryDiscovery DesignDesign DevelopmeDevelopmentnt DeployDeploy

11 22 33

Multivariate Testing

How to do itA few great tools that make multivariate testing easyFree tool that works in the background, separating users into groups and automatically displaying alternate content to each group & recording results.

Full suite of testing & targeting tools. Test sites, pages, banners, and applications. Great automated reports and fantastic support center.

See effectiveness of certain elements on your site. Narrow down to see individual users session, video showing all input.

Multivariate Testing

Different types of testing

MultivariMultivariateate UsabilityUsability HeuristicHeuristic AcceptancAcceptanc

eeEvaluation Evaluation of of effectiveneffectiveness of one ess of one or more or more variables variables through through simulated simulated or live or live trackingtracking

Evaluation Evaluation of of deliverabldeliverable by e by testing it testing it on userson users

Expert Expert evaluation evaluation based on based on heuristic heuristic checklistschecklists/ / predefined predefined criteriacriteria

Technical Technical evaluation evaluation of of deliverabldeliverable in e in simulated simulated live live environmenenvironmentt

(generally a final (generally a final client evaluation)client evaluation)

Rule 6

Look at supporting

visuals from a psychological perspective

Gestalt Psychology

5 Laws

•Proximity•Similarity•Closure•Simplicity•Continuity

Gestalt PsychologyProximityObjects near each other tend to be grouped together.

Gestalt PsychologyProximityObjects near each other tend to be grouped together.

Gestalt PsychologySimilaritySimilar objects tend to be grouped together

Gestalt PsychologySimilaritySimilar objects tend to be grouped together

Gestalt PsychologyClosureGrouped objects are seen as a whole

Gestalt PsychologyClosureGrouped objects are seen as a whole

Gestalt PsychologySimplicity (Pragnanz)Reality is reduced to its simplest form

Gestalt PsychologySimplicity (Pragnanz)Reality is reduced to its simplest form

Gestalt PsychologyContinuityLines are seen following the smoothest path

Gestalt PsychologyContinuityLines are seen following the smoothest path

Rule 5

Prioritize user flows over information

User FlowsDefinition: The path a user takes to complete a goal.

User Flow Diagram Example:

Registration

Next Step Page

Email Confirmatio

n

Confirmation Page

User Profile Page

User FlowsUseful for comparing user behavior with site structure & realizing opportunities for optimization.

Example: Site Registration

Registration

Next Step Page

Email Confirmatio

n

Confirmation Page

User Profile Page

Kano Analysis

Kano Analysis

11

22

33

Prioritization

Registration

Next Step Page

Email Confirmatio

n

Confirmation Page

User Profile Page

FB Connect Confirmation Page

User Profile Page

Express Registratio

n

User Profile Page

1

2

3*

LayoutRegister Register TodayToday

Example Page

Registration

FB Connect

Express Registration

Rule 3

Set expectations

Principle of Least AstonishmentDefinition: The Principle of Least Astonishment examines the users most likely expectations, why he might be expecting the given result, and provides a result that either matches the users expectation, or falls within his range of expectations.

Principle of Least Astonishment

Principle of Least Astonishment

Click to Play

PAC-MAN!

User expects to play Pac-man

Principle of Least Astonishment

Click to Play

Arcade Games

User expects to see a gallery with at least 2 arcade games he can play

Principle of Least Astonishment

User expects that registration will take no longer than 5 minutes

Click to register

Quick Registration

Next Steps

Discussion

Next week will be a workshop on how user experience needs to be integrated with the overall customer experience.

Presentations on Rule 2 and Rule 1 will be moved to July 22, and Aug 5. - I’ll make all presentations available on

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