A style guide is a fundamental part of defining a successful brand. Creating one, though, can be overwhelming at first. I have included some link for some good examples, but I want to give you a couple more resources.
Nobody, this is who. We discussed how Instant Gratification is a very important motivator, so make sure to provide a taste of your site before requiring a sign up. This article from Medium make this exact point. He also lists a couple of great apps that allow you to test the water before diving in, including an app helping you to set up your own A/B test.
We talked about how is a good idea to use the confirmation page to reinforce the branding and to conclude the shopping experience on a high note. I think this confirmation page was another great example. It was also quite a surprise, as the site itself, and the checkout were not outstanding at all.
What Did They Do Right?
• all the necessary information was included, from order review, to billing address to shipping address, to confirmation number
• it offered the chance to print a receipt
• it specified that the card will be charged only when the item ships
• it showed the total charges how they will appear on my credit card bill
• it offered a customer service number
• and last but not least, the design was unique, original and a pleasant surprise
Usability testing and focus groups are essential tools to understand your target audience. As a developer it is very interesting to participate to these tests…from the other side of the fence. Participating to a test as a user is a great experience and will give you insights in the process. It will also give you some pocket money.
Intuit and Taylor research are two great places to start.
We talked a lot about user testing. While nothing beats in-person interviews and shadowing, when is not possible, there are ways to conduct research remotely. One app that makes it possible is usertesting.com. You get to watch videos of users interacting with your site and you can even ask follow up questions. You pay per user.
If, on the other hand, you are interested in being a user tester, you can also sign up at the same site.
We are getting closer to our main testing days. Your click-through prototype, obviously, needs to be ready to go. I am not asking you to code the whole site, even though you are free to do it.
InvisionApp offers upgrades accounts for students.
Also, this is an example of and InvisionApp clickable prototype from past students Vera Goerish and Spencer Shell.
A very interesting article about A/B testing from Wired The A/B Test: Inside the Technology That’s Changing the Rules of Business.
A/B testing means showing different versions of the same site to unsuspecting users “in the wild”, and then act on the results. The Obama campaign in 2008 used it extensively, just as many other large companies, including Google.
We have talked a lot optimization and performance, and learned many ways to do it ( this will bring back memories, I hope). Now, let’s look at how performance and UX are strictly related. Paul Boag in his article, says:
Many things shape the experience of users. However, nothing is more likely to drive users away than a poorly performing website
He also presents data to support his claim: go check out his whole post.