16. A Case Study A company recently made some simple changes to their site's checkout process with the intent to simplify the user's experience. Specifically, they shortened the number of steps by combining the shipping address, billing address, and payment information onto a single page. Since this was all the same information from the original design, they only expected an increase in the number of visitors who made purchases. What the team didn't realize was they had made a subtle change to the interaction with users. Unfortunately, this change caused sales to drop off sharply, and it took the team a bit of research to figure it out. In the old design, the site first asked for the shipping address, then, like many sites, required the user to press a continue button to proceed. That button produced a page that required the billing address, followed by another button. The final page inquired about the payment information. However, that page also reiterated the contents of the order and showed the total price, including the shipping costs and taxes. It turns out, in the old design, the user entered their payment information after they learned what the total cost would be. In the new design, they still reported the total cost. However, because of the consolidation of pages, that information now appeared on the page after the request for payment information. The team hadn't realized how important it was for users to find out their costs before they entered their credit card. Every checkout process is a conversation with elements that need to happen in a specific sequence. When the team unknowingly changed the sequence of conversation elements, they accidentally “broke” the site and lost the user’s trust. source: http:// www.uie.com/articles/subtle_interaction_design /
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18. Thank You! Angela Miller http://www.angelaportfolio.com
Editor's Notes
“ Don’t think of users as users, think of them as participants ” An IxDer’s whole job is really just making using a product or service easy and engaging for those who use it.
Higher project success rates – will elaborate on that later
Forrester 2 nd point – All things that would have been raised as problems if a UX professional was involved F Analysis 2 nd point – That means INVOLVING actual real life users when designing the solution AT THE BEGINNING Improve our service offerings? success rate will rise with UX involvement
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