Best Practices for Simplifying User Experiences
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Simplify user experiences by focusing on 5 best practices: 1. Design for the "scent of information" rather than strict navigation. 2. Use "progressive disclosure" to initially share high-level details and draw users deeper. 3. Organize information into logical clusters with a clear hierarchy to aid scanning. 4. Consistency is important but clarity outweighs consistency - adapt when needed. 5. Truly understand your target audience to tailor the experience appropriately.
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Best Practices for Simplifying User Experiences
- 1. 5 Best Practices for Simplifying User Experiences ROBERT STRIBLEY
- 2. Simple doesn’t mean simplistic Simple • Thoughtful • Intuitive • Concentrated • Easy • Straightforward • Comprehensive Simplistic • Thoughtless • Misleading • Over-Simplified • Difficult • Confusing • Anemic
- 3. “Everything should be made as simple as possible, but no simpler” - Albert Einstein
- 4. 55% of consumers are willing to pay more for uncomplicated experiences. 64% of consumers are more likely to recommend a brand because of a simple experience. — Siegel & Gale, The Simplicity Index
- 5. Let’s look at 5 key best practices to keep in mind when designing to keep experiences simple: intuitive, usable, navigable
- 7. 3 Clicks? A myth Designing for scent is more successful than designing for navigation. – Jared Spool, UIE If there is a scientific basis to the Three-Click Rule, we couldn't find it in our data. Further Study “Designing for the scent of information” - Jared M. Spool, Christine Perfetti & David Brittan, User Interface Engineering
- 10. Capture the attention of users with high-level information. Then draw them to the details.
- 11. “Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.” - Jakob Nielsen Further Study “Progressive Disclosure” - Jakob Nielsen, December 4, 2006
- 16. “Designers can create normalcy out of chaos; they can clearly communicate ideas through the organizing and manipulating of words and pictures.” —Jeffrey Veen, The Art and Science of Web Design
- 17. When information is clustered appropriately on a screen, users can scan it and quickly come to terms with the intent of the content.
- 18. 1. Group features and content by type
- 19. 1. Group features and content by type 2. Position them according to an intuitive hierarchy
- 20. 1. Group features and content by type 2. Position them according to an intuitive hierarchy 3. Drop or demote the less important content
- 22. The Tyranny of Consistency 4
- 23. Consistency is an important but sometimes over-rated tool. It’s key in maintaining a coherent experience. But develop an eye to know when to break from it.
- 24. Clarity trumps consistency. – Steve Krug, Don’t Make Me Think
- 26. Related: Design screens so they’re scalable. Suppress modules or sections of the screen until they're needed. Don’t labor to create content just to ensure every screen or element is “consistently” populated.
- 28. Only 42% of marketers know the basic demographic information of their target audience, e.g., their name, gender, and location – Hubspot survey of over 1200 marketers
- 29. Consider the amount of attention an audience needs on a particular screen or at a particular moment* *It may be none
- 30. Assuming you know your audience or audiences already … • Write at a level appropriate to your audience • Avoid jargon and technical language when explaining the experience
- 31. To recap: 1. Scent of Information 2. Progressive Disclosure 3. Information Clustering & Hierarchy 4. The Tyranny of Consistency 5. Know Your Audience
- 32. Thank you
Editor's Notes
- #2: Best Practices for Simplifying User Experiences Photo by Robert Stribley of a solitary penguin on a hill of snow in Antarctica
- #7: Scent of Information
- #8: If you were to take only one thing away with you today, it would be that the 3-click rule is bunk. Can actually make for a very cluttered site if you try to flatten content so it’s all available within three clicks Users will happily click away 5, 6, 7, 8 times without noticing, if there are clear paths to what they’re looking for, concise navigation, intuitive labels, etc. Background: Studies in “information foraging” in the early 90s at PARC (Palo Alto Research Center Incorporated) Better: a dynamic tension between reducing the number of clicks and providing strong scent to content
- #9: Uniqlo Site
- #10: Progressive Disclosure
- #11: Reduce clutter, cognitive overload, so there’s less to process at once - Across multiple pages – or within a page or overlay
- #12: “Progressive Disclosure” by Jakob Nielsen, December 4, 2006 Originated with studies in the 80s by user interface specialists Jack Carroll's lab work at IBM
- #13: Progressive disclosure in an app – weather details Reduce clutter, cognitive overload, so there’s less to process at once - Across multiple pages – or within a page or overlay
- #14: Mercedes Benz product information
- #15: Mercedes Benz product information
- #16: Information Clustering & Hierarchy Photo by James Crombie of starling murmuration over a lake in Ireland https://www.countryliving.com/uk/wildlife/countryside/a35736345/starling-murmuration-makes-bird-shape-ireland-james-crombie/
- #17: Jeffrey Veen quote from The Art and Science of Web Design
- #18: When information is clustered appropriately on a screen, users can scan and quickly come to terms with the intent of the content.
- #19: Information clustering
- #20: Information clustering
- #21: Information clustering Isn’t to say that you couldn’t have a lot of content on the page – e.g. Pinterest. But content is grouped logically, can be scanned easily.
- #22: Mercedes Benz
- #23: The Tyranny of Consistency
- #24: This is a “Know it when you see it” kind of problem – sometimes tough to put a finger on
- #25: “Clarity trumps consistency.” - Steve Krug, Don’t Make Me Think Photo from Interview with Steve Krug: how to get DIY usability testing right by Oliver Lindberg - https://medium.com/the-lindberg-interviews/interview-with-steve-krug-how-to-get-diy-usability-testing-right-63dedddbd0ae Photo by Daniel Byrne - https://www.danielbyrnephoto.com/
- #26: Varying dropdown styles on MBUSA.com are not “consistent,” per se, but tailored to the needs of the user and the content in each case.
- #27: But be sure when you break with consistency, you do have a principle in mind for doing so
- #28: Know Your Audience
- #29: Only 42% of marketers know the basic demographic information of their target audience, e.g., their name, gender, and location – 2022 Hubspot survey of over 1200 marketers
- #30: Yes, your experience typically has multiple audiences. But not all of them need to be addressed at once. Giving proper thought to who defines a site's audience helps clean out the chaff. Example: Placing find an event functionality in an area where a using is creating an event. Not necessary for that audience.
- #31: Writing to the correct level for your audience
- #32: Recap of best practices
- #33: Thank you