Did you read the letter from Groupon’s CEO about his leaving (or rather being fired from) the company? There was one paragraph that particularly stood out to me:
If there’s one piece of wisdom that this simple pilgrim would like to impart upon you: have the courage to start with the customer. My biggest regrets are the moments that I let a lack of data override my intuition on what’s best for our customers. This leadership change gives you some breathing room to break bad habits and deliver sustainable customer happiness – don’t waste the opportunity!
Start with the customer, base your decisions on evidence not intuition. Don’t just redesign your website, redesign it starting with the customer, do research into their lifestyle, their wants and needs from your product or service and how you can best meet those needs. Design the site and test then retest and retest again to get it spot on. Get it right the first time and in the long run you’ll save yourself the huge cost of rework and guesswork that results in lost customers and sales. Do it right, spend a bit more at the outset and reap the rewards.
In my spare time I love baking (I love eating cakes), I run a local baking club and I absolutely love KitchenAid products. I love the industrial user-centred design and the attention to ease of use. So, for the Keep It Usable blog this month, I decided to interview my friend Brandon Satanek who is the UX manager at Whirlpool.
Not only is Brandon a great guy, but his knowledge and passion for UX is something you should learn from. If you’re unsure how UX can benefit your business, Brandon will reassure you with some fantastic examples. I especially like his example of how Whirlpool created innovative product concepts simply by sending their researchers into people’s homes to observe them doing their laundry and interviewing them.
After seeing people adopt rather uncomfortable postures, an idea was developed to create a platform to raise the products to a more convenient height…it shows how contextual user research can lead to user-centered innovations that directly impact the bottom line.
There are several names for this type of research; ethnographic, contextual inquiry, in-context. It’s my personal favourite style of research as you gain true insights into the user and their behaviour. Have you ever stepped into a strangers home and been able to make instant judgements on their personality, hobbies, interests, activity levels, family life that turned out to be accurate? Research has suggested that these judgements we make, which are based on our experience of life and people so far, are often accurate. If you’re interested to know more, I recommend reading Sam Gosling’s book Snoop: What your stuff says about you.
Many UXers shy away from contextual research as it is true research that requires a certain level of skill, and a lot of people who conduct usability testing aren’t specialist researchers.
Research conducted in the context of use is imho the best you can get. You will find out rich information and behavioural insights giving you those ‘why didn’t we think of that!’ moments that just can’t be gained through lab testing.
Read my interview with Brandon, it may just change your business…
Have you ever been to a website specifically to look for something and no matter how hard you look you just can’t find it? Most people will give up within a few seconds, hit the back button and go to a competitor. This is why your Information architecture is incredibly important – get it right and you will keep more people within your site, lowering your bounce rate and improving your conversion.
What is information architecture?
In simple terms, it’s about structuring your content to feel intuitive and logical to the end user.
An example of how not to do it
Tesco Direct have placed Halloween items within the heading ‘Christmas’ on the navigation bar. Users will struggle to find this as it makes no logical sense – halloween and christmas are completely separate occasions.
If a visitor to your website has the intention of browsing halloween things, they will already have expectations of where halloween things will be. Your aim is to try to understand their expectations of where they’ll find halloween related products. Only when you understand this, can you position it in the optimal place.
Card Sorting to create intuitive IA
One of the methods I employ to help create intuitive Information Architecture is Card Sorting. It’s an activity carried out with users (i.e. your target audience) using labelled cards to group and organise pages of content. Users categorise the pages in the way that makes sense to them and they can use existing grouping or create their own. What this enables us to do is to see the structure of your site or software from the user’s point of view – we can see and understand their mental model.
Card sorting exercise in action:
If you’d like to understand more about how reviewing your IA can help your business or if you’re curious about card sorting please don’t hesitate to get in touch.
Do you read UX Booth? If you’re interested in User Experience then bookmark it now! It’s been my favourite site for reading interesting and useful UX articles for a number of years now. As such, when I decided to write a guest post, they were my first choice. I decided to write about 5 little (white) lies that can be told during user research interviews to gain higher validity data.
I’ve conducted hundreds of research interviews and I’ve picked up a few useful techniques along the way to encourage the best out of the people I interview. This includes making them feel more at ease, increasing rappor, gaining trust and encouraging an open dialogue where it is ok to be 100% honest.
Active and passive deception has been used in research for a long time. In the past it was unfortunately used unethically and there are a lot of examples out there of how not to use deception. The Milgram experiment is one of the most known for the psychological and physical damage it caused.
Of course, all the lies I use and recommend are incredibly nice. They’re white lies and many UX researchers use some or even all of them. You don’t have to use any but they are a useful tool to have in your UX toolbox. Enjoy!