'inspire' lunchtime talk by natalie awdry

Web Design & User Research What are people really doing on the internet?

What will be covered • Intro • Why we do research

• How we measure online performance • What data points we measure

• How to get started

Intro • Left WHS in 2004 • Studied BSc Evolutionary Anthropology at University of Liverpool • Tried to pursue a career in science • Studied MSc Palaeoanthropology at University of Sheffield • Worked in science publishing • Worked in online medical publishing

• Got a job at Amazon as Web Editor • Worked in Site Merchandising before specialising in optimisation

Intro

Intro

Intro

Why? Leaders start with the customer and work backwards.

They work vigorously to earn and keep customer trust.

Although leaders pay attention to competitors, they obsess over customers.

- Jeff Bezos, Amazon Founder

Why? We need to understand our customers or users and what they want in order to improve this for them which, in the long run, improves performance for us

CX / UX

Why?

Why?

Useful Usable

Enjoyable

Why? Simple changes can make a big difference

Iterative design

Why? Google tested 41 different shades of blue for the links on their search results

This resulted in an increase in advertising revenue of ÂŁ138 million in a year

Iterative design

How? Quantitative

Qualitative

• Web data analysis

• Market research

• SEO data analysis

• Customer feedback

• Surveys • Multi-variate testing (MVT) / A/B testing

• Surveys • User research / usability studies

What?

• Impressions / Sessions

• Clicks / Hits • Click-through rate (CTR) • Unit sales • Profit

• Customer rate (new & returning)

MVT

Examples Control

Test 1

Test 2

Examples Control

Test 1

Test 2

Examples Navigation Navigation Text vsNavigation image preferences preferences navigation methods by by gender byage age 40% 40% 250% 35% 35% 30% 200% 30% 25% 25% 20% 150%

34% 15%

27%

36%

27%

14%

20% 15% 15% 10% 100% 14% 5% 10%

17% 15% 8%

12% 9% Manual Leftnav

5% 12%

22%

0% Dynamic Leftnav Search Subnav Quicklinks 5% 50% 6% 5% 18-30 17% 13% 3% 12% 7% 0% 0% 30-40 10% 10% 6% 27% 6% Dynamic Leftnav Manual Leftnav Search Subnav Quicklinks Tiles 0% 40+ 7% 14%Text 7% 36% 7% Image Dynamic Leftnav 86%Manual Leftnav Males Females Search Subnav Quicklinks Tiles 40+ 7% 18-30 30-40 40+ 30-40 71% 10% 18-30

72%

12% 18-30

30-40

40+

Tiles 35% 29% 21%

Examples Control

Test 1

Test 2

Examples Control “[There are] too many deals going on... Why are these highlighted?”

Test 1

Test 2

“It’s a bit overwhelming.”

“Best part of 400 items shoved in your face.”

“Random collection of items.”

“Too much information.”

“Am I trying to be confused?

I'm so bombarded.”

“Everything’s a bit jumbled.”

“There is too much scrolling.

It's laborious.”

“It doesn’t look like a homepage.”

“It is disappointing to see a blank space [to the right of Deals of the Day].”

How to get involved Market Researcher

Visual Designer

UI/UX Designer

Information Architect

Web Developer

Software Developer

How to get involved Graphic Design

Multimedia Studies

Computer Science

Interaction Design

Human Computer Interaction

Project Management

Digital Media

Design Computing

Psychology

Any questions?