Usability and user experience the case of skype
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Transcript of Usability and user experience the case of skype
SKYPE WEBSITE REVIEW
AGENDA
Review the Skype website and pick 3 pages that you think
would be very important to them in terms of optimising
conversion rates – please choose non-transactional pages.
Highlight the sort of information you would like to know
about these pages to understand how good conversion is
and how you would be able to spot issues that could be
tested and improved
Suggest 1 specific test you would do for one of the pages
you highlighted
USABILITY & USER EXPERIENCE Making the Online Experience Relevant
User Experience is the quality of experience a person has
when interacting with a specific design. This is can range
from a specific artifact, such as a cup, toy or website, up
to larger, integrated experiences such as a museum or an
airport.” User Experience Network (www.uxnet.org)
USER CENTRIC APPROACH
Easy to Use
Intuitiveness Aesthetic
CREATING EXPERIENCES THAT BUILD RELATIONSHIPS WHICH DRIVE RESULTS
Context
SKYPE BRIEF REVIEW Making the Online Experience Relevant
Heuristic Approach:
User searching for “Cheap Internet Calls” using Google search
– Skype in not listed among the top 20 sites!
Home Page as a landing page.
Readability Issues
Not built around personas, but Products
SKYPE BRIEF REVIEW Making the Online Experience Relevant Navigation Toolbar
not intuitive
Background and characters colour
Good
SKYPE REVIEW Making the Online Experience Relevant
1. Good title length (about 50 characters) - only issue the word
“Skype” is repeated twice whilst “Internet” being omitted
2. HTML structure – keywords mainly on level H4 rather than H1
3. 6 of the 26 pictures do not have alternative text
4. Text/HTML ratio is below 11%
5. Frames being detected
To Make the Experience Relevant
↔
E-ager Beavers
Well educated single man in his mid 20s, looking for his first job likely in Hi-Tech or services, still living with his parents. Cosmopolitan in taste and open to new ideas and influences.
Heavy Internet users, with a preference over Motoring, websites. More than 1 in 2 go online through their newest HTC handset, using 3 Network. More likely to share videos with their closed friends and to subscribe to LIVE TV on their mobile phones.
Social Secretaries
Playschool Female user in her 40s, well educated, liberal in her views with a keen interest in environmental and humanitarian issues.
Tends to spend more on services and less in products.
Keys exceptions are small high value equipment; convergence of technologies is a necessity. More likely to buy brands promoting multi-cultural image. Her lifestyle is hectic, having to juggle between family/friends and work, nevertheless she is 40% more likely to help out a local charity group.
Young Professional Business Consultant
A image conscious career person, willing to sacrifice time with his family in order to get ahead, who likes taking risks and stands out of the crowd. A perfectionist, who loves to buy new gadgets and appliances and is prepared to pay more for products that make life easier. He dreams of setting up its own business and has a keen interest into financial services. His mobile phone is his mobile office: features in used Internet/WAP and e-mail downloaded. He uses its mobile for checking its financial position.
SKYPE most likely Personas
SKYPE VIDEO PAGES Making the Online Experience Relevant
HP
NAV
Features
Video Down
Premium
Free
Business
Free DL
SKYPE VIDEO PAGES Making the Online Experience Relevant
HP
NAV
Features
VideoHP
Down
Premium
Free
Business
Free DL
1. Visits entering the HP searching for Free Video Calling 2. HP Clicks analyse (usage of the Navigation vs. Feature elements and
Search Box) 3. Visits to the Video HP by sources 4. Visits/Clicks to the Download Button by sources 5. Visits/Clicks to Free Skype by sources 6. Visit/Clicks to the Business Link behind the Free Skype Offer by
sources. 7. Video usage.
THE AMOUNT OF OPTIONS AND PATHS SHOULD NEVER OVERWHELM THE USER
SKYPE HELP PAGES Making the Online Experience Relevant
HP
Support Searc
h
Best Fit
FAQ
Reseat
Now Check
email Account
Not Easy Readable
Not always Relevant
SKYPE MY ACCOUNT PAGES Making the Online Experience Relevant
1. How Visitors check for help – Forum vs. HP redirect (and Search) 2. Time spent on HP before clicking on the Support Link 3. How many search done in the Help search box (search refinery)
before landing to the relevant page 4. Best Fit vs. FAQ lists – does anyone read the glossary? 5. Time laps from resetting the account and the email received 6. Click from the email and successful resetting account
TIME LAPS SHOULD BE MONOTORED AS WELL AS USERS THAT HAVE TO MANUALLY TYPE THE TOLKEN CODE.
SKYPE SMALL BUSINESS Making the Online Experience Relevant
Not easy Readable nor
intuitive
SKYPE SMALL BUSINESS PAGES Making the Online Experience Relevant
HP
NAV
Features
B HP SMEs Account
1. How users search for Business call: Keyphrase analyses (voip explained page!)
2. Search Optimised for US version 3. HP clicks analyses – depth of visitors 4. Path analysis – usage for each page – abandonment rate 5. Time spent on this section: are picts of any help? 6. Usage analyse: how users interact with the overwhelming and unclear
options
THE AMOUNT OF OPTIONS AND PATHS SHOULD NEVER OVERWHELM THE USER
Top Story MNG Trial
Account Acco
unt Account Acco
unt
TEST Making the Online Experience Relevant
Q & A ?