EditorUserTesting.com hosted a free seminar featuring usability consultant Craig Morrison of Usability Hour. Morrison began as a web designer, focusing on visual design, but he soon discovered that aesthetics alone aren’t enough to ensure a good user experience. Freelancers often get into the habit of satisfying only their clients’ demands and, once they finish one project, they move on to the next, which means that they don’t get a chance to refine user experience. But positive user experiences translate into user recommendations and business growth, so it’s a good idea to help clients see the importance of placing user needs ahead of their own.
Morrison outlined ten of the most common UX mistakes and how to fix them:
1. Focusing on impressive design instead of usable architecture
It’s tempting to want to make a site that will wow people with its visuals, but aesthetics alone don’t provide value. Morrison offered Craigslist as an example of how a plain-looking site can be popular because it has great functionality. He recommends that you consult a UX consultant first to plan a usable content structure, then focus on visual design.
2. Not removing unvalidated features
If your site has features that nobody is using, all it’s doing is cluttering up the site and making it harder for users to find what they really want from you.
3. Listening to user ideas
This is not to say that you shouldn’t listen to your users at all; listening to their problems is valuable, but often what users suggest as solutions wouldn’t work well. Morrison suggests that you start user testing and watch how people use the product. Seeing where they falter will highlight what you need to work on.
Polling your audience is also a good way to get feedback, particularly for new features, but phrase your questions carefully. You’re looking more for users’ motivations for using a particular feature, as opposed to their opinions about which option they’d prefer.
4. Forcing people to sign up without offering any value
Your landing page can’t be just a logo and a sign-up form. People aren’t willing to exchange their information for nothing. Instead, show why your product is valuable before they sign up. This also goes for credit card numbers: asking for that information during a free trial will turn people off before they’ve even tried your product.
5. Taking user feedback personally
If your dismiss negative feedback by saying “they just don’t get it” or “users are dumb,” you’re sabotaging your business. Complaints are opportunities to improve UX.
6. Poorly designed search function
Half of web users are search oriented and won’t browse. Morrison admits that this bit of advice may sound like a bit of a cop-out, but “follow proper guidelines for designing a usable search function.” There are best practices out there, and he’s written about some of them on his blog.
7. Not optimizing for mobile
“Mobile traffic on the web is 20% and rising,” said Morrison, and you’re driving that traffic away if your site isn’t optimized. People aren’t going to voluntarily spend the time to zoom and navigate through a website meant for larger screens. Invest time and money into a simple mobile site. Morrison says that whatever solution you choose is up to you, but he’s found CSS media queries to be a simple way to ensure your content displays how you want it to, and he prefers it over responsive design.
8. Not offering users help
Despite your best efforts to designing a user-friendly site, inevitably some people will get lost or confused and then won’t come back, out of frustration. Morrison suggests buttressing good content architecture with a searchable wiki and an FAQ page. How-to videos are great, as is live support, if you can offer it.
9. No emotional connection between brand and users
People who feel emotionally connected to your brand will have a better experience. If your users aren’t familiar and comfortable with your brand, they’ll be quick to dislike you for even the smallest flaws. Focus on building your brand early, and get buy-in from all of your employees. For example, if part of what you offer is excellent customer service, ensure that all of your employees live up to that expectation.
10. Not including user onboarding
A user’s first impression is key, and if they get frustrated with using your product, they’ll quit and never come back. You’ve sunk a lot of effort into attracting a new user but you’ll lose it all by not being able to activate them into a long-term user. User onboarding is a way of teaching users how to use your product while demonstrating its value.
At the same time, Morrison recognizes that not everybody loves onboarding. Always offer users the ability to skip it if they’re confident in using your product. At the same time, make sure they can go back whenever they want to do the onboarding if they need to brush up.
According to Morrison, real business growth through UX comes from
- getting traffic to the landing page
- converting that traffic
- activating new users to become long-lasting users
Morrison will be offering an online course through his website to teach people how to meet those goals using great UX. He’s also written an ebook, 5-minute UX Quick Fixes, available free on his site. The webinar I attended will be posted in a couple of weeks at UserTesting.com.
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I liked that although Morrison’s advice is obviously more geared toward websites or apps, a lot of it applies to other kinds of documents as well. I saw the following parallel mistakes for plain language documents (numbering corresponds to list above):
1. Focusing on aesthetics over functionality. Aesthetic design is important, but usability is paramount: do your choices regarding type, graphics, headings, and white space make the document easier to read and understand?
2. Including too much “nice to know” information. In most plain language documents, you should give readers what they need to know.
3. Listening to users? This point of Morrison’s gave me pause, but his advice of paying attention to the users’ problems rather than their suggested solutions makes sense. For instance, users that consistently fill in a part of a form wrong may not pinpoint poor layout as the reason, but a plain language expert might.
5. Taking user feedback personally. This problem probably applies to the client more than the plain language writer or editor, but the editor may have to go to bat for a user and convince a reluctant client that you have to make certain changes.
6. Poorly designed search function. A good search function is a must-have for websites and apps. The print analogue is an excellent table of contents, descriptive and logical headings and subheadings, and a thorough index.
Have I’ve missed other parallels? Let me know in the comments.