“How do we create great user experiences through web design and research” Presented on Wordcamp 2013, january 26th.

1. How do we create
great user experiences? Jan Hagen, Wordcamp 2013

2. ELEMENTS OF SUCCESS
It's always a mixture
«People want us to give hard and fast rules:
Don`t show more than X menu items; dont write more than Y words per
page; nothing should be more than Z clicks away from the homepage. Qualitative
Unfortunately, UI design doesn`t work that way. Usability questions
seldom have a single answer. Rather, they are qualitative issues that
specify the direction and nature of inevitable design trade-offs»
Quantitative
Jacob Nielsen
Research
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3. RESEARCH EXPERIENCE
Copywriting and
Qualitative OCA web analysis
•Field Studies Usability
•Focus groups •19x4h training camps engineering
•Interviews
•1+ testing group
each week
2009 2010 2011 2012 2013
International cases User patterns
•Sony, Hotels, Ducati etc. •Tracked 2,5 million
•Video tracking
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4. WHAT I`VE LEARNED
People don`t wait Never assume. People read.
There is no person in the world that Always test your ideas! Never There is no such thing that
is willing to wait for information if assume that people think and people don`t read anymore.
they can get it elsewhere quicker. act the way you do. However, how they consume
text with technology has
Examples: Loading time, text, image definately changed a lot.
psychology and navigation is time
sensitive.
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5. CURRENT WORKFLOW
Webanalysis
Traffic, internal/external Quantitative
search, geographic,
analysis
demographic and conversions.
Profiling, Heatmapping,
Overlays, Scrollmapping
and time-task-analysis.
Qualitative
Card sorting, Interviews, Architecture
validation (task analysis), Design and
wireframe test.
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6. NUMBERS
AND STUFF

7. WHY DO PEOPLE LEAVE?
5 %
Behavior Result
4 %
Looking at first page 1 min 42 sec 12%
3 %
Final webpage 2 min 34 sec
2 %
Interior pages vs homepage 32 sec VS 25 sec
Competitor visits per.task 3 in avg. 1 %
Time is critical, give people answers!
- Focus on intent without content stuffing 0 %
SECONDS 20.s 40.s 60 80 100 120
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8. IS THE «FOLD» REAL?
Almost 80% of the time is spent
People
above the fold.
scroll, but Pages are scrolled 70% of the time
spend less
time. People scroll pages with
predictable content (wikipedia,
news, booking engines etc.)
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9. RESEARCH NAVIGATION
Research architecture validation,
with card sorting and users tasks.
Do an internal and external
keyword analysis - remove
internal jargon
Drop mouseovers and make
headings and pictures clickable.
Make the navigation stand out if
you want a high successrate.
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10. PREDICTING NEXT STEP
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11. CONCEPT VIDEOS
People visit 2-3 competing sites
before making decitions, don`t let
videos be the only option of
informational gathering.
Large concept explainations are
seldom the best way to go about it.
Videos are great for advanced
illustration where you show
features that is hard to explain
with pictures/infographs.
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12. IGNORED ELEMENTS
Social boxes Ads Stock photos
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13. SLIDERS AND GALLERIES
Work Work
Footer (fail) 50% of clicks
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14. SAY WHAT ACTION?

15. CALL ME MAYBE
Jan Hagen
Senior consultant
jan@metronet.no
+47 452 88 533
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