Usability design based on content is great, a site creating a positive emotional response is outstanding.
Usability Experience Design (UED) is more than allowing the user to access content and interact with user interface, its about the experience a user feels. From a users perspective, the feeling evoked should be of freedom and confidence, anything else and its not their fault. You can hate it or love it.
Customer service is a key ingredient to success. Increasingly business owners are opting to cut costs on customer service to make their product or service more competitive. This only weakens your brand, it also opens up a more caring competitor to grab market share. A great customer service rep knows its a privilege to serve a customer, can your website understand this? If you are directing customers to your site instead of handling the issue promptly in person, they had better be leaving your site feeling appreciated.
A successful business must never lose its focus on its customers and maintaining its standards
– Richard Branson
Case Study: Inquisitive
In October 2012 we were working hard to get a better user experience result for our online quiz/survey app called Inquisitive. This app is an open source initiative for the Joomla! web development community, and allows users to share their quizzes / surveys with end-users. Visitors can see a working demonstration before downloading and installing it onto their website, completely free.
An analysis shows that most visitors come to the website to see a demonstration of the quiz component. After about 4 minutes they decide to register and proceed to the download page.
Here we take you through our model ‘A’ process employed for usability, so that you can see the benefits that we provide to customers.
The problem: How / Why is this happening?
Users expectations of the website was not being met. Too much time had been spent on developing the functionality without consideration of users with no prior knowledge of the app. Having the app functioning means nothing if the user cannot use it. Instructions on the original site were unclear and resulted in a hectic & frustrating experience.
All living souls welcome whatever they are ready to cope with; all else they ignore, or pronounce to be monstrous and wrong, or deny to be possible.-George Santayana
Relatively extensive changes had been made to the form and function of the Inquisitive landing page. Spending time removing unnecessary steps to simplify the way users create or view a list of quizzes, resulted in better access. The previous design used the default joomla 1.5 template, which made the system look dated and lacked in confidence and trust.
After addressing the issues found in an initial usability test; the website was modified to address the issues within a month; more visitors came and stayed longer as they explored the site’s possibilities further than before.
By using a balance of a new template design and unlocking features to the public, meant users could quickly get the gist of what was on offer.
The formula to success:
” Form + Function = Usability “
What is bounce rate? When a visitor leaves the site without visiting any other pages.
The key indicator to note is the bounce rate was cut down by 34%, meaning people were more interested to find out and explore Inquisitive rather than leave. Pain had been addressed. The bounce rate could have also dropped if there were less visitors, however this is not the the case with over 450 more visitors than the previous month. The higher visitor count was due to a newer version of the component being released for Joomla! 2.5, the source of traffic being the joomla extension directory.
Where to from here?
Inquisitive is ready for the public, however it will need continual usability tests after each correction milestone has been achieved.
For information on getting the most out of your web project. Fill in a request to audit form and receive a free evaluation or contact us and we will respond promptly. Alternativley if you would like to use our model for usability tools, you may freely do so.