UX: Tales From the Trenches

Joe Natoli, Jodie Moule, Dan Goodwin, Luke Hay

Description

This book is a collection of hard-won lessons from UX experts, gained from many years of working in the field. It contains:

• How Analytics Helped Solve a UX Issue by Luke Hay
• Using Prototyping Tools to Define Better Weather Icons for Everyone by Dan Goodwin
• How User Research Turned a Good App into a Great One by Jodie Moule
• Accessibility and Inclusive Design: Why The're Not the Same by Derek Featherstone
• Exposing the Real Cause of Most UX Issues by Joe Natoli

Sujets

• Web Design
• Computers
• Informatique

Informations

• Publié par: SitePoint
• Date de parution: 03 juillet 2019
• Nombre de lectures: 1
• EAN13: 9781098122713
• Langue: English

Extrait

UX: Tales From the Trenches
Copyright © 2019 SitePoint Pty. Ltd.
Ebook ISBN: 978-1-925836-30-1 Cover Design: Alex Walker Project Editor: Luke Chambers
Notice of Rights
All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical articles or reviews.
Notice of Liability
The author and publisher have made every effort to ensure the accuracy of the information herein. However, the information contained in this book is sold without warranty, either express or implied. Neither the authors and SitePoint Pty. Ltd., nor its dealers or distributors will be held liable for any damages to be caused either directly or indirectly by the instructions contained in this book, or by the software or hardware products described herein.
Trademark Notice
Rather than indicating every occurrence of a trademarked name as such, this book uses the names only in an editorial fashion and to the benefit of the trademark owner with no intention of infringement of the trademark.

Published by SitePoint Pty. Ltd.
48 Cambridge Street Collingwood VIC Australia 3066 Web: www.sitepoint.com Email: [e-mail]

About SitePoint
SitePoint specializes in publishing fun, practical, and easy-to-understand content for web professionals. Visit http://www.sitepoint.com/ to access our blogs, books, newsletters, articles, and community forums. You’ll find a stack of information on JavaScript, PHP, design, and more.

Preface

This book is a collection of hard-won lessons from UX experts, gained from many years of working in the field. It contains: How Analytics Helped Solve a UX Issue by Luke Hay Using Prototyping Tools to Define Better Weather Icons for Everyone by Dan Goodwin How User Research Turned a Good App into a Great One by Jodie Moule Accessibility and Inclusive Design: Why They’re Not the Same by Derek Featherstone Exposing the Real Cause of Most UX Issues by Joe Natoli
Who Should Read This Book?
This book is for anyone interested in UX. You won't need any technical experience in order to read it.

Conventions Used
Code Samples
Code in this book is displayed using a fixed-width font, like so:
<h1>A Perfect Summer's Day</h1><p>It was a lovely day for a walk in the park.The birds were singing and the kids were all back at school.</p>
Where existing code is required for context, rather than repeat all of it, ⋮ will be displayed:
function animate() { ⋮ new_variable = "Hello"; }
Some lines of code should be entered on one line, but we’ve had to wrap them because of page constraints. An ➥ indicates a line break that exists for formatting purposes only, and should be ignored:
URL.open("http://www.sitepoint.com/responsive-web-➥design-real-user-testing/?responsive1");
You’ll notice that we’ve used certain layout styles throughout this book to signify different types of information. Look out for the following items.
Tips, Notes, and Warnings

Hey, You!

Tips provide helpful little pointers.

Ahem, Excuse Me ...

Notes are useful asides that are related—but not critical—to the topic at hand. Think of them as extra tidbits of information.

Make Sure You Always ...

... pay attention to these important points.

Watch Out!

Warnings highlight any gotchas that are likely to trip you up along the way.
Chapter 1: How Analytics Helped Solve a UX Issue
by Luke Hay
UX and analytics make a great team. Your website analytics can give you insights enabling you to learn about your users, track their journeys, and find potential problem areas. You can use the quantitative data to inform your qualitative UX approach. Remember, your analytics tell you what’s happening on your website, while UX techniques such as usability testing will help uncover why things are happening.
There are various ways that Google Analytics can be used to uncover how your users are navigating your website. Within the Pages report you can drill down to see how users are navigating to, and from, a selected page in your website. But the User Flow and Behavior Flow reports give more information on multi-step journeys from your most popular landing pages onwards.

These reports can be hard to analyze, particularly for large websites, due to the fact that there are unlikely to be a series of clear pathways through your website. You’ll find that there are huge numbers of paths that different users can take, which makes finding insights from these reports quite challenging. However, they can be useful for getting a good top-level overview and showing the most dominant pathways through a site. While they suffer from grouping multiple pages, you can often get a good idea of the most common journeys taken by users.
One example of how I’ve used these reports in the past to inform my UX work has been looking out for pogo sticking.
Pogo Sticking
Pogo sticking describes where users bounce between two pages on a website instead of progressing their journey through the site. It can be a sign of confusion on the users’ part and is unlikely to help you convert those users.
The Nielson/Norman group wrote this guide to pogo sticking , which explains it in more detail. It covers some possible reasons behind pogo sticking behavior, and also gives some potential solutions to these problems.
A Pogo Sticking Case Study
A client of mine ran a travel website offering bespoke holidays based a variety of activities and locations. They believed there were opportunities to improve their conversion rate, and I started looking for those opportunities within their analytics.
The Problem
One big issue became apparent when I first looked at their behavior flow reports. As the simplified diagram below shows, there was a clear case of pogo sticking between the home page and the search results page.
As seen below, there are lots of users landing on the home page before going on to the search results page as their next step. The problem is that the next step for a lot of these users is to return to the home page rather than move on to other pages.