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© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 2
Identify How to Best Serve Your Users
Research Tactics
Prioritize Your Audience Segments
Understanding User Behavior Online
Where They Look
What They Expect
Why They Scroll
How They Read
How They Find Information
How They Navigate
Agenda
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 3
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 4
Knowing Your Audience: Research Tactics
Contextual interviews in users’ workplaces and homes captures information about daily activities, attitudes, and needs
Camera studies allow people to interpret their environment and activities when we can’t be there
Focus groups solicit opinions and preferences from in-person samples of customers
Surveys capture quantitative data about usage and preferences
Collaborative design, such as collaging, actively engages customers
Card sorting captures customer feedback about categorization and labeling
Traditional techniques
solicit opinions
Interactive techniques observe behaviors
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 5
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 6
Prioritize Your Audience Segments
The choice of which customers to prioritize is a business decision
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 7
Focus on the most valuable customers
Inflexible Destination
Very flexible Destination
InflexibleSchedule
Very flexibleSchedule
Date Shufflers
DateExplorers
Destination Seekers
Know-it-alls
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 8
Retail case study:
Let’s go shopping!
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 9
Retail Industry Case Study
All shoppers are different… in predictable waysThe Insight…
1-on-1 interviews and other research revealed patterns in their perceptions, behavior, objectives and tasks
The Research and Analysis…
How to cater to the various types of shoppers: those who love shopping, those who hate it, those who are good at it, and those who are terrible at it
The Problem…
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 10
Experienced“I love your hand soap, and I’ve just run out…”
• Likely to be a repeat customer who has been to the site before
• Wants to be able to get right to her product
• Wants the site to remember who they are
Functional“I’m looking for a gift
basket of bath products…”
• Has a need but isn’t sure what will meet it
• Appreciates consultative selling
• Responds well to “solution set” cross-selling/upselling
Surgical“I want a new blusher…”
• Knows what they want, but unsure if you sell it online
• Wants to find the solution easily and quickly
• Appreciates product comparisons
Recreational“I work hard—
I deserve a treat!”
• Not looking for anything specific
• Receptive to new ideas, expert advice, trend content
• Enthusiastic user of compelling “viral” features
There are 4 Different, but Predictable Shopping Modes
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 11
There are also Different Levels of Skill
“I do like trying on clothes and experimenting with different styles. I suppose I like trying to create a look that people who know me will see me reflected in the clothes.”
(Susan, Rochester)
“I’m not good at mixing and matching, I just don’t know how to do that… I need help with it.”
(Colleen, Chicago)
Others feel at a loss when it comes to making an outfit that looks good on them and inspires confidence
Bad
Some people have developed their own personal sense of style and dress confidently
Good
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 12
And also a Love/Hate Preference for Shopping
“I almost never buy an outfit already pulled together. I love to shop and usually make many trips to put an outfit together.
I like trying to find pieces from a variety of source and especially like to find a good bargain!”
“I have always hated shopping. Even when I was financially secure, I hated spending a lot of money on clothes…I would shop out of desperation with no idea what I was looking for…”
Others would rather have all their teeth pulled than go shopping.
Hate
Some people love to shop – they go frequently, trolling for ideas and bargains.
Love
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 13
Retail Personas = Mode + Skill + Preference
Hate Shopping
Outfit Confident
Love Shopping
Eclectic
• Most confident – doesn’t mean they are objectively fashionable, but have own sense of style
• More fluid wardrobe, shop for bits consistently, shop for fun
• Pride of the hunt
Hapless
• Needs help learning how to put outfits together for different occasions
• Needs help with fit
•Needs ways to get the right thing, quickly
• Shopping can become more enjoyable when the results are better Outfit Challenged
Systematic
• Creates mix and match wardrobe to make shopping and dressing easier
• Shops at fewer stores, based on where they have been successful
• Needs help getting out of a rut
• Needs to make shopping fun
Hopeful
• Needs help learning how to put outfits together for different occasions
• Needs help with fit or problem areas
• Shopping is enjoyable, especially when hunting for “bargains” – good value
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 14
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 15
Identify How to Best Serve Your Users
Research Tactics
Prioritize Your Audience Segments
Understanding User Behavior Online
What They Expect
Where They Look
Why They Scroll
How They Read
How They Navigate
How They Find Information
Agenda
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 16
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 17
What They Expect
Homepages generally offer the greatest degree of flexibility for layout and content promotion
Depending on the nature of the site and the target audience, users have certain expectations and tolerance for how information is organized
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 18
What They Expect
Lower level pages typically employ limited and more consistent content layout templates
Web pages should be designed to best present information according to the purpose of the site / content, yet…
A large percentage of sites employ a 2 or 3 column layout, where:
• Primary site navigation is located on the left, top or both
• Content is placed in the center
• Secondary or contextually relevant links or content are positioned in the far right column
Users have been trained to expect these types of content relationships
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 19
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 20
Where They Look
Source - Eyetrack III research
On an eye tracking study performed on online news sites, researchers noticed a common pattern amongst participants' eye movements across several news homepage designs
* This pattern is not true of all sites/designs. Different sites will yield different patterns.
A:
How effective is my page layout? Are users looking where I want them to look?Q:
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 21
Where They Look
Habit and design dictate where users go
Good information architecture and strong visual design are key to leading the user’s eye around the page
Content positioning and relationships
Relative weight / volume / size
Use of color, typography, imagery and iconography
Sparing use of animation / movement
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 22
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 23
Why They Scroll
Defining “the fold”
The "fold" is an analogous reference to a newspaper folded at its mid-point. On a computer screen, the fold is the point where content is no longer visible without scrolling
Most websites, including pmusa.com, are built to be viewed at a minimum display resolution of 800x600 – long held the standard, but is evolving
800 x 600 1280 x 10241024 x 768
The Fold
The Fold
The Fold
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 24
Why They Scroll
Computers are capable of displaying a variety of video resolutions (i.e. a physical number of pixels wide x high)
About 67% of computers in the US employ a video display resolution greater than 800x600 - this number is increasing daily
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 25
With the adoption of larger display resolutions, the need to scroll diminishes
Users are willing to scroll when they… Don’t see what they’re looking for on
the page, but assume it’s there
Are compelled by the content and it’s obvious there’s more below “the fold”
They may not scroll if… The page layout visually suggests,
“there’s nothing else below this point (fold)”
Microsoft Commerce Server Product Overview
Why They Scroll
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 26
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 27
How they read
Web usage is typically motivated by the desire to save time
Users are only interested in a fraction of what’s on the page and know they don’t need to read everything
Scanning is a behavior common to everyday interaction with newspapers, magazines, and books
*Source: Don’t Make Me Think, Alertbox column
Users don’t read pages, they scan them
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 28
How they read
To help users scan, web pages should employ:
*Source: Don’t Make Me Think, Alertbox column
Use significantly less words than in conventional writing Half the word count
Users will skip over additional ideas if they are not caught by the first few words in the paragraph
One idea per paragraph
Start with the conclusionInverted pyramid style
Lists break content into small, easily digestible pointsBulleted lists
“Clever" subtitles don't necessarily help users find information quickly
Meaningful sub-headings
Hypertext links, typeface variations, and color serve as highlighting
Highlighted keywords
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 29
How They Read
Text size influences how people relate to information People tend to skim larger text And read smaller text
People are less likely to read a descriptor blurbs when: There is a large size difference
between headline and blurb Headline is underlined (visual
separation)
*Source: Eyetrack III
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 30
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 31
How They Navigate
Users tend to prefer fewer clicks: a broader, shallower site architecture is a good starting point.
More choices means… Better exposure to breadth of site or section Better chance of recognizing desired keyword Less chance of choosing the wrong one The myth of “7 +/- 2” - Recognition vs. recall
Fewer levels means… Less complex navigation system Faster site (user perception) Faster navigation back up the hierarchy “The 3-click rule” serves as a good guideline but isn’t mandatory
*Source: Usability News
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 32
How They Navigate
People frequently rely on the Back button
People expect links to take them somewhere, and buttons to perform an action
Learn More >
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 33
How They Navigate
Search vs. Browse?
Which method a user employs is influenced by the following:
How well the site is designed Good information and visual design provides
cues and “information scents” that guide users to the content they’re interested in
How big or complex the site appears Sites with many content categories or appear
very deep may overwhelm user’s ability to “know” or evaluate where information might reside
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 34
How They Navigate
Certain information tends to be more searchable Information which is discrete,
known, or with standardized attributes• Books: title, author, etc.• CDs: album title, song, artist
Certain tasks tend to encourage searching Seeking specific item or piece of
information Looking for any answer (fast) vs.
the best answer (thorough)
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 35
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 36
How They Find Information
Users don’t figure out how things work, they muddle through
*Source: Don’t Make Me Think
Most users don’t care about the nuances or intricacies of a system, product, or application as long as it’s usable
When users find something that works, they stick to it even if it’s inefficient
Users tend not to look for a better way, but will adopt one if they stumble across it
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 37
How They Find Information
Why? Time is scarce – it takes more time to
consider all the options than to guess intelligently
There’s usually not much of a penalty for guessing wrong – the Back button is always close by
*Source: Don’t Make Me Think
Users don’t make optimal choices, they choose the first reasonable option
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 38
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.August 6, 2008 Page 39
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