USABILITY NOTE NO.9: OBVIOUSNESS

What is primary content and what is secondary content?

Booking.com studies
“You are testing a very specific user base in a very specific scenario. what may work for us may not work for you.” 

hamburger menu vs. laid out top tabs
> show the sections
> out of sight, out of mind

Where content and actions are there when you need them, and not when you don’t.
Experience should be simple.

“Scrolling is a continuation; clicking is a decision.” – Josh Porter
> In context, people understands scrolling and continuation.

Thinking beyond the display box.
>Off canvas when less space  (pop in and out the extra information) ex. navigation menus are off canvas menus. You can use more than the immediate screen space for the interactive development.

Obviousness:
more presence? Less presence?

USABILITY NOTE NO.9: OBVIOUSNESS

USABILITY NOTE NO.8: Beauty and Fun

Make things pretty, neat and fun! Clever.
Pleasant things work better.
Beautiful and fun designs can make people happy.

Screen Shot 2014-11-13 at 3.05.35 PMIf you’re happy, things work better because you’re creative.
Visceral level in design (e.g. A waterbottle we buy and keep instead of throwing it away. It’s not about the water, it’s about the bottle)

The Visceral Experience + Behaviours + Reflective =
Emotion is about acting and interpreting if the world is good, safe, dangerous.

Reflective = looks over what’s going on. (e.g. owners of car. a car that attract attention and their image).

USABILITY NOTE NO.8: Beauty and Fun

Usability Note No.7: Just Tell The Truth and Accept the Moment of Truths

Honesty: Don’t try and hide anything. Customer: “Be honest with me when you get it wrong, and address the issue.”
Reliability: Your business should be one that is reliable (things work here).
Consistency: deliver a consistent experience for both mobile and desktop = satisfied and loyal customers

Evidence suggests:
1. Identify the moment of truth in the overall customer journey
2. Track and monitor the performance of these interactions
3. Dedicate efforts and resources to improve the failed moments of truth
4. Reduce customers’ pain points, uncertainty and minimize risks
5. Gain valuable and long-term relationships with customers, and create a personalize customer experience
Continue reading “Usability Note No.7: Just Tell The Truth and Accept the Moment of Truths”

Usability Note No.7: Just Tell The Truth and Accept the Moment of Truths

Usability Note No.6: Personalize the Customer Experience to be a Friendly One

  • Understand the customer’s own context, in terms of resources, process and desired outcomes. (e.g. nature, frequency, time, location, detail)
  • Adapt your website experience to match more closely to the customers’ behaviours and preferences.
  • Use tactile, visual and auditory cues
  • Match the organization’s brand and reputations (e.g. colours, graphic, layout, language, paper type, tone of voice), and to inform customers about the organization’s brand and values.
  • Friendly message  (e.g. soft colours, illustration)

Continue reading “Usability Note No.6: Personalize the Customer Experience to be a Friendly One”

Usability Note No.6: Personalize the Customer Experience to be a Friendly One

Usability Note No.5: Minimize Risk and Uncertainty

“Serve rather than sell.” 

Focus on educating and guiding the customer to minimize the risk of confusion and of negative responses.

Solution:

  • Convey essential information effectively by using the right tone of voice and language.
  • Avoid legal terms, jargon, etc.
  • Replace heavy text documentation with images
  • Clear and easy to understand
  • Make it easy for customers

Continue reading “Usability Note No.5: Minimize Risk and Uncertainty”

Usability Note No.5: Minimize Risk and Uncertainty