The new year is as good a time as any to review and improve the way you work. With a good user experience now widely seen as the key attribute of many high-tech products, it makes sense to review your own products to see how you can give them that user experience edge.

Here are 20 quick, simple and virtually free ideas you can apply in 2012

1. Run a usability test
2. Improve your navigation
3. Review your user guidance
4. Refine the UX vision
5. Launch a survey
6. Identify your top 5 red routes
7. Describe your primary user
8. Run a cognitive walk through
9. Measure yourself against best practice
10. Review your mobile channel
11. Stand on the shoulders of giants
12. Define a user experience objective
13. Deign a paper prototype
14. Make a site visit
15. Take your user's perspective
16. Think beyond the obvious
17. Review your visual design
18. Evaluate your error messages
19. Audit your system for accessibility
20. Embed usability into your company's processes

Below is a good infographic from Formstack highlighting 10 key landing page features that draw in users on a landing page. It also includes a summary of 'what types of colours are good for different sites' - the devil really is in the detail.

Combine this with Jamie's recent Lead Generation post on optimising PPC landing pages and you should be on to a winner.

Click to enlarge.

Badly designed forms may discourage users from finding & receiving the content they want and present barriers to signing up for newsletters for example or purchasing online.

Below are the RBI best practice guidelines about designing forms....

Keep the form as simple as possible	Users are usually happy to fill in short forms, provided that the purpose of each field is clear and relevant.
Indicate length and progress through forms that are spread over multiple pages	Users often do not continue with long forms without some indication of how long the process will take them. Try to keep forms to a single page and above the fold.
Ensure that field text boxes are adequate for the entry	Where keyword text entry boxes are utilised, ensure they are long enough to contain typical queries without the need for horizontal scrolling. Users don't like to enter something they can't see and the length of the box will determine the users expectations regarding the length of their query.
Users must be able to understand easily what to put into fields	Explanatory texts do not work well with forms on the web - users do not read them. Very short explanations are the most likely to be read, but example information is best. Users frequently insert dates and financial information in the incorrect format, so provide examples of how you expect them to enter this data.
Provide extra assistance with 'conceptually new' fields	Most fields will require relatively clear pieces of data that users will be well aware of, for example their name, address or email. However sometimes users are required to enter conceptually new pieces of information, such as usernames and passwords. Most problems with registration occur at this point. Provide on-the-page assistance with what these fields really mean Provide on-the-page assistance with the format and structure of these fields Provide examples, as these teach users more clearly Provide alternatives if invalid options are chosen (for example if the username already exists).
Follow web convention with fields	Many users struggle to distinguish between compulsory and optional fields in forms. Although not 100% successful, red asterisks are the best way to indicate compulsory fields to users. Visually separate compulsory and non-compulsory fields.
Right align labels with fields	It is preferable to right align labels because these tend to be easier to read.
Present list box choices in alphabetical order	It is easier for users to locate items shown in list boxes if they are presented in alphabetic order.
Provide sensible defaults where appropriate	Where appropriate, logical default settings can save on the time it takes to complete a form (e.g. Country choice 'UK' for a UK site).

Getting lost is not a good experience, and a frustrating one for visitors on a website. However, knowing where you are makes for a comfortable, confident experience.

The link at the bottom of this post lists ten ways to orientate users on your website.

These are:

• Page headings (a descriptive, unique and concise main heading)
• Breadcrumb trail (links that show where users are in relationship to the homepage)
• Primary navigation (primary navigation leads users to site sections)
• Secondary navigation (secondary navigation defines the path to specific pages)
• Links (clearly communicating where they'll take users)
• Structure (consistency is the key to an effective page structure)
• Progress bar (identifying where users are in a buying/booking process)
• Page title (the text situated in the browser title bar)
• Site map (an overview of the site, displaying the overall site map hierarchy)
• Tagline (a description of what you do and should be placed directly below the logo)
  

It is also important to be consistent across all pages on the site with all of these orientating approaches. Users knowing where they are and where to go adds to a good experience with your site and increases their likelihood to return. On any page of your site a user should be able to answer the following:

Where am I on the site?
How did I get here?
How do I go elsewhere?

http://www.webcredible.co.uk/user-friendly-resources/web-usability/orientate-users.shtml

1. Make the newsletter sign-up link prominent on your website:
The more visible your sign-up link is, the more subscribers you'll get so moving a sign-up box from the bottom of your web page to the top can double or triple the number of people who see it and give you their email address. This could be done via a sign-up panel. The example to the right is one way of presenting sign-up options to the users.

This should also be placed on a number of pages throughout the site and kept in a consistent position.

NOTE: The panels must look different from the main navigation as they serve a completely different purpose to navigating to content

2. Demonstrate the Value
Most users are wary of what information is delivered to their inboxes. People are busy and they want to make sure that if they sign up for a newsletter, it will provide them value; not just clutter their inbox.

The first step in demonstrating the value of your newsletter is to inform your users of exactly what they will receive by registering and how often they will receive those updates. By signing up for your newsletter, will they receive periodic updates with interesting topical news, how-to tips, links to resources? Or will they receive promotional emails that alert them of special offers and new products? Or are they receiving short messages that alert them of upcoming events, recent community activity, or organizational news.

To the right is an example of a newsletter sign up page with a link to view a sample newsletter adjacent to the Sign Up button. When the user clicks on the sample newsletter link they are able to view the full sample newsletter in another browser window, thereby allowing the user to see for themselves the types of information they will be receiving.
 

You might recall this previous post on call-to-action buttons placement and styling.  Creating a button requires certain software, design skills and also time. At least that was the case until now...

This free button generator allows marketers to create compelling buttons with just a few clicks...

You can control the colour, the text and the overlay of the button; you can also change the gradation type and the curve type. Once you are happy with what you see, click on "save" to export the finished button image. And you have your button!

Follow this link to the button generator - AsButtonGen.swf

Do not rely upon instinct when it comes to the development and design of your website. Relying on instinct is high risk with a low success rate and potential for damage is high.

Engaging in user research is low risk with a high success rate as you make evidence-based business and design decisions.

The key benefits of a User Centred Design process can be summarised into two main categories; Financial and Improved User Experience:

Financial:

• Reduction in development time
• Reduction in development effort
• Reduced support costs
• Increased sales/revenue

Improved User Experience:

• Increased user satisfaction
• Users returning to your site
• Users spending more time on your site
• Successfully completing tasks in the minimum time
• Increased user loyalty
• Strong word of mouth

 And here are some useful statistics relating to the increase in (return) site visitors:

• More than 83% of Internet users are likely to leave a website if they feel they have too many clicks to find what they're looking for (source: Arthur Andersen)
• 58% of visitors who experience usability problems on a website did not return (source: Forrester Research)
• People can't find the information they're seeking on a website about 60% of the time, due to usability issues (source: User Interface Engineering)
• More traffic ---> more page impressions ---> more advertising revenue

Remember these 10 usability principles when creating/reviewing key areas of the user interface:

1. If in doubt, leave it out
The user interface should be devoid of everything that is not necessary in terms of users completing their tasks. Don't show it if they don't use it. Don't show it if they can't use it. This also applies to words; as Steve Krug said "Krug's third law of usability: get rid of half the words on each page, then get rid of half of what's left". Each page title, sub heading, button label, navigation label, form field label, icon and graphic should be useful and meaningful, clearly communicating what it should.

2. Shield users from the complexities of the system
The user interface should provide a level of abstraction away from the inner workings of the system, performing a translation between what users want to achieve and the technical functions that make it happen.

3. Speak the users' language
The user interface is fundamentally about communication. You have to communicate clearly, using terminology the user will understand and in a way that allows them to take the necessary action and continue with what they were doing. This effects navigation, notifications and messages, button text, form labels. User research can help uncover the language that should be used.

4. Know your real users
Find out who it is you are creating the website for. Who are the end-users? Do some research, find out what, how, when and why these users are using the system. Talk to them, watch them, crunch some server logs, do a task analysis.

5. Do a few things really well
Getting to know your users should include some kind of task analysis, find out what the most important tasks are that your users perform. Prioritise and focus on these key tasks, do them well. Customise the interface, automate some tasks to simplify processes, whatever it takes but make doing those tasks as easy as possible for users. Allow them to initiate those tasks from the home page.

6. Be consistent
The user interface should be consistent across screens, pages and components. This includes navigation, buttons, form controls, text styling, link styling, form layout, terminology and feedback mechanisms e.g. alert boxes.

7. Stick to established conventions
Not only should the site be consistent within itself, but it should also be consistent with what users are likely to expect from other similar sites, such as the placement of the search box etc.

8. Create an effective "home page"
A home page should contain useful items related to the user's typical workflow. Use this page to give easy access to key tasks, by prioritising all the things that the site can do, and giving prominence to the core tasks users need to perform (displayed bigger, higher on the page and perhaps with icons). Infrequently used or less important items can be smaller and further down the page, if they're shown at all.

9. Get a designer in on the action
Don't leave the design of the user interface up to the developers who are building/installing the system. Even if they do have the required skills for interface design, they often lack the perspective because they have been involved in the nitty gritty of the inner workings of the site.

10. Don't release something half cooked
There is usually a really strong push to do the bare minimum and then fix it later. That is, launch the site out-of-the-box and then "take care of usability later". This is a bad idea.
Firstly, launching something that isn't working well will not ingratiate you to your users nor give them much faith in the new site. Secondly, fixing usability problems later on will require users to re-learn the system all over again. Thirdly, "later" rarely ever comes, especially if the business has just invested a lot of money in buying/building a site, they will naturally expect something that is finished and the best it can be. This doesn't rule out continual improvements to the system--including the user interface--over time but it means the site should be usable and useful from the beginning. The user experience needs to be taken into account when planning the implementation of the site and shouldn't be tacked on to the end, otherwise there will never be enough time or resources to include them before launch.

Conclusion
These tips are just the start, the obvious things. They can help you improve the usability of your website and concentrate on the key things that need to be done. Don't get caught up in "featuritis" or go over the top with future-proofing e.g. including requirements for things your users might use one day. Make sure your site does the key things well, where possible use scenarios to help you evaluate.

A great blog post by David Hamill summarises some useful points to help you ensure that call-to-action buttons are easy for users to find and click:

• Prioritise tasks - users can typically complete a number of tasks on your website but which of those are really key? It needs to be very clear how they complete these, otherwise you will lose some of your visitors
• Choose words carefully - in companies we often refer to actions in a different way to our users, but call-to-action buttons need to use the language users expect
• Positioning - where a call-to-action button appears on the page is very important. Consider how the user views the content on the page. If your button is at the top, but they may need to read to the bottom of the page before taking the next step, make sure the button is visible there too
• Use of colour - using a bright colour can help to draw attention to call-to-action buttons but also consider whether the colour you've used is used elsewhere on your site. If there are several bright blue boxes and your call-to-action button is also bright blue it could be missed
• Size - you need to consider whether your call-to-action is correctly sized to ensure it is noticed without overwhelming other content
• Avoid overkill - even if you get all of the above right, the more call-to-action buttons you have on a page, the more you are likely you are to confuse the user

Read the full post here: http://www.uxbooth.com/blog/good-call-to-action-buttons/

Article by Jessica Hall (RBI-UK)

What are Personas?

Personas are individual profiles created to represent  real 'users', complete with a name, photo, likes and dislikes, habits, background and patterns of behaviour. They are not necessarily real people, but they represent real people and so can be used throughout the design process to help ensure a User Centred Design approach.

However they are not 'made-up', but instead are accurate representations based on research with real users.  A typical website will have between 6 to 8 primary personas to help guide the design of a web site and to help ensure that user needs are satisfied.

Why are Personas valuable?

• They provide everyone involved in design decisions with a shared and common understanding of the customer
  
• Enable teams to correct misconceptions about users and make quicker, reliable and better informed decisions.
  
• Help the product team identify with the user and drive decision making for interface design that serve the customer primary goals rather than themselves - you are not the user!
  
• Provide evidence of user behaviour if disputes arise in stakeholder meetings
  
• Encourage focus and prevent 'jumbles of features' that can have a detrimental effect on the user experience
  
• Personas should lead to better decisions in terms of Design (IA & user interface), for Marketing (messaging & branding) and business strategy

Personas bring focus..

In b2b markets we have found that Job Role has been a key discriminator of information requirements i.e. how people will actually use the site. Thus we start our persona development by creating a set of job roles that reflect the different information needs of the user base (several job roles are likely to be met by one persona).

Once the job roles are agreed then we review existing research and/or conduct new research to help create and populate DRAFT personas e.g. use data collected from focus groups, depth interviews and self completion surveys.  We then seek editorial and team market knowledge in order to make them feel real and so that you can take ownership of them, thus maximising the impact/use of the personas.

The end result is a segmentation of your audience in terms of goals, attitudes and behaviour.  However, remember...personas are dynamic and they need to be continuously updated to ensure they remain relevant.

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Through developing lots of personas, we have produced the following tip sheet to show you the kinds of information that should be included in a persona ...

Persona Tips.ppt

 

Article by Nick Watt (RBI-UK) and Christine Velen (RBI-UK)