To the front pageThe Interaction Designer's Coffee Break - Weekly postings and quarterly articles about interaction design  
  To the front pageSign inTo the frontpageSearch in GUUUI postingsAbout GUUUI  
   
 

BROWSE GUUUI POSTINGS

 

41

Spending on advertising vs. customer experience

What is most profitable? Investing in marketing to drive traffic to a web site or investing in the customer experience of the site?

According to ICE, it's insane to begin anywhere else than improving customer experience. "If you were throwing a party, wouldn't you clean up your house before you invited people over?"

By improving the customer experience, we improve conversion rate and can make more money with fewer people.

To maximize return on investments, the only smart move is to begin with customer experience and spend money on driving traffic to the site later on.

Links:

  • Put Your Money Where The Experience Is Open link in new window

Henrik Olsen - March 14, 2006

Permanent link Comments (0)

See also: Persuasive design (21)  Cost-justification and ROI (27) 


 

42

Alphabetized lists are random lists

"Unless you can be absolutely sure that users will know the exact terms in your list, alphabetical order is just random order."

According to Jared Spool, alphabetized lists work for people's name, states, cities, car models, and teams. But they fall apart for things where users don't know the exact wording. Users must resort to the same behavior they need when links are randomly ordered. They must scan every link to make sure they can see what is relevant and what isn't.

Instead, we should use a divide-and-conquer approach by categorizing the items. Once broken up into small groups, it doesn't matter what the order of the links are.

Links:

  • Alphabetized Links are Random Links Open link in new window

Henrik Olsen - February 12, 2006

Permanent link Comments (0)

See also: Information architecture (15)  Sitemaps (2)  Links (19)  Navigation (63)  Tips and guidelines (95) 


 

43

Easy site diagramming

Stephen Turbek shows how to save time on site diagramming using either Excel and Visio or Word and Inspiration.

"Use these lazy techniques and spend your time on better and more interesting problems than lining up little boxes!"

Links:

  • The Lazy IA's Guide to Making Sitemaps Open link in new window

Henrik Olsen - February 01, 2006

Permanent link Comments (0)

See also: Site and flow diagramming (6)  Information architecture (15)  Tools (106) 


 

44

Web users judge sites in the blink of an eye

A study has shown that users judge sites within the first twentieth of a second and that their decision has a lasting impact.

The lasting effect of first impressions is known to psychologists as the "halo effect". If you can snare people with an attractive design, they are more likely to rate the site more favourably. According to the researcher Gitte Lindgaard of Carleton University in Ottawa, this is because of "cognitive bias". People enjoy being right, so continuing to use a website that gave a good first impression helps to prove to them that they made a good initial decision.

The study is published in the journal Behaviour and Information Technology vol. 25.

Links:

  • The article Web users judge sites in the blink of an eye Open link in new window

Henrik Olsen - January 18, 2006

Permanent link Comments (0)

See also: Research (129)  Credibility, Trust and Privacy (6)  Visual design (19) 


 

45

Designing pages listing links to content

According to Jared Spool, gallery pages - pages listing links to content pages - are the hardest working pages on a web site. They separate those users who find the content they are looking for from the users who don't.

Studies by UIE show that when gallery pages don't contain the information that users will need to make their choice, they have to resort to "pogosticking" - jumping back and forth between the gallery and the content pages hoping they'll eventually hit the content they desire.

UIE also noticed that users expect the most important items to always be listed first in the gallery. If the first few items aren't of interest, they often assume the rest will be even less interesting.

Links:

  • Galleries: The Hardest Working Page on Your Site Open link in new window

Henrik Olsen - December 01, 2005

Permanent link Comments (0)

See also: Research (129)  Persuasive design (21)  Sections (8)  Web page design (40)  Navigation (63) 


 

46

Setting goals and measuring success for web sites

With this free e-book by Steve Jackson, editor of Conversion Chronicles, you can learn the basics of how to set up measurable goals for web site conversion, how to reach your goals through persuasive design and how to measure success with web site statistic tools.

You have to sign up for their newsletter to get the e-book (they are taking their own medicine and use the book to boost their newsletter conversion and prospect acquisition).

Links:

  • The e-book Learn before you spend Open link in new window

Henrik Olsen - November 22, 2005

Permanent link Comments (0)

See also: Online books (5)  Books (47)  Persuasive design (21)  Web traffic analysis (12) 


 

47

Usability is more important that aesthetics in the long run

The October 2005 newsletter from HFI is a discussion of how beauty can influence users' overall impression of a product and how to measure the product-emotion relationship.

The newsletter mentions a study by M. Hassenzahl where a MP3 application was evaluated with a variety of different visual designs. They study showed that:
- When participants only looked at the MP3 player, the overall rating of the product was based on its perceived beauty and anticipated usability
- When participants were allowed to use the player, the overall rating of the product was more influenced by participants' experience of using the product

The study suggests that the emotional aspects of a design are important in attracting customers in the first place. However, when the product is judged through usage over time, usability is what matters most.

Links:

  • Is Beauty the new usability attribute? Open link in new window

Henrik Olsen - November 16, 2005

Permanent link Comments (1)

See also: Emotional design (10)  Visual design (19)  Usability testing (68)  Research (129) 


 

48

Free e-commerce search report

37signals have made their e-commerce search report from 2003 available for free. The report looks at the usability of search results from 25 of the internet's leading online retailers, and concludes with a comprehensive set of best practices.

For each retailer 37signal have tested:
- Are the search results accurate and relevant?
- How does the site handle misspellings?
- Can I sort the search results by useful criteria?
- Will the site understand related words and common synonyms?
- Can I search using mixed specifications such as gender, color, and price?
- Does the site provide helpful tips when it returns no results?

Links:

  • The report Evaluating 25 E-Commerce Search Engines Open link in new window

Henrik Olsen - August 15, 2005

Permanent link Comments (0)

See also: Tips and guidelines (95)  E-commerce (27)  Search (27) 


 

49

11 ways to improve landing pages

When visitors click an online promotional creative they arrive at a landing page. The purpose of the landing page is to make the visitor do something (e.g. register for a newsletter or buy a product). Michael Nguyen gives 11 tips on how to make visitors take that desired action, where these five seem to be the most important:

- Eliminate unneeded elements that can distract visitors
- Make the landing page match the creative
- Remove navigation that isn't important to the conversion process
- Avoid the urge to promote or link to other areas of your site
- Place important elements above the "fold"

Links:

  • The article 11 Ways to Improve Landing Pages Open link in new window

Henrik Olsen - July 12, 2005

Permanent link Comments (0)

See also: Tips and guidelines (95)  Persuasive design (21)  E-commerce (27)  Landing pages (5)  Web page design (40) 


 

50

Principles of visual design

Joshua David McClurg-Genevese takes a look at the principles of balance, rhythm, proportion, dominance and unity that guide the arrangement of objects within a visual design.

Links:

  • The Principles of Design Open link in new window

Henrik Olsen - June 15, 2005

Permanent link Comments (0)

See also: Visual design (19) 


 

Browse GUUUI postings

Methods and the design process

Prototyping and wireframing (119)  Usability testing (68)  Cost-justification and ROI (27)  User research (23)  Personas (19)  The design process (24)  Eye-tracking (14)  Card sorting (13)  Web traffic analysis (12)  Expert reviews (11)  Implementing user-centred design (9)  Site and flow diagramming (6)  Envisionments (4)  Use Cases (3) 

Design elements

Navigation (63)  Web page design (40)  Search (27)  Text (24)  Forms (30)  Links (19)  Guidelines and Standards (15)  Site design (14)  Ads (9)  Design patterns (8)  Sections (8)  Shopping Carts (9)  Error handling (7)  Home pages (9)  Help (3)  E-mails (3)  Sitemaps (2)  Personalization (1)  Print-friendly (1)  Landing pages (5) 

General aspects

E-commerce (27)  Persuasive design (21)  Visual design (19)  Information architecture (15)  Accessibility (13)  Search engines (7)  Credibility, Trust and Privacy (6)  Emotional design (10)  Simplicity vs. capability (7)  Web applications (6)  Intranets (3) 

Technology

Flash (6)  Download time (5)  Javascript (3)  URLs (3)  Browsers (3)  Web standards (2) 

Humour

Bad designs (20)  Cartoons (14)  Fun music and videos (13)  Funny tools and games (12)  Misc humor (8)  Fun with Jakob Nielsen (9)  Designs with humor (3)  Fun posters (5)  Funny 404 pages (2) 

Resource types

Research (129)  Tips and guidelines (95)  Tools (106)  Books (47)  Audio and video (48)  Interviews (30)  Cases and Examples (28)  Talks and presentations (18)  GUUUI articles (11)  Primers (14)  Online books (5)  Posters (5)  Glossaries (3)  People and organisations (3) 

Information sources

Blogs (12)  Websites (11)  Discussion lists (4)  News (3)  Newsletters (3)  Online magazines (3)  Wikis (1) 

 
     
  To the front pageSign inTo the frontpageSearch in GUUUI postingsAbout GUUUI