1. Presentation Title
Jared M. Spool (@jmspool) User
Interface
Engineering

2. - One -
The Blank

4. Observation: Blank Searches in Logs

6. Inference #1: User presses return when entering username

7. Inference #1: User presses return when entering username
Inference #2: User clicks Search button without query

8. Inference #1: User presses return when entering username
Inference #2: User clicks Search button without query
Inference #3: Log file isn’t recording search term

9. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Inference #2: User clicks Search button without query
Inference #3: Log file isn’t recording search term

10. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Inference #2: User clicks Search button without query
Opinion: The user doesn’t understand the query box
Inference #3: Log file isn’t recording search term

11. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Inference #2: User clicks Search button without query
Opinion: The user doesn’t understand the query box
Opinion: The user thinks Search will get expanded options
Inference #3: Log file isn’t recording search term

12. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Inference #2: User clicks Search button without query
Opinion: The user doesn’t understand the query box
Opinion: The user thinks Search will get expanded options
Inference #3: Log file isn’t recording search term
Opinion: Bug in the log system

13. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Recommendation: Change focus to Sign On
Inference #2: User clicks Search button without query
Opinion: The user doesn’t understand the query box
Opinion: The user thinks Search will get expanded options
Inference #3: Log file isn’t recording search term
Opinion: Bug in the log system

14. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Recommendation: Change focus to Sign On
Inference #2: User clicks Search button without query
Opinion: The user doesn’t understand the query box
Recommendation: Change design of query box
Opinion: The user thinks Search will get expanded options
Inference #3: Log file isn’t recording search term
Opinion: Bug in the log system

15. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Recommendation: Change focus to Sign On
Inference #2: User clicks Search button without query
Opinion: The user doesn’t understand the query box
Recommendation: Change design of query box
Opinion: The user thinks Search will get expanded options
Recommendation: Add advanced Search capability
Inference #3: Log file isn’t recording search term
Opinion: Bug in the log system

16. Inference #1: User presses return when entering username
Opinion: The focus is on Search instead of Sign On
Recommendation: Change focus to Sign On
Inference #2: User clicks Search button without query
Opinion: The user doesn’t understand the query box
Recommendation: Change design of query box
Opinion: The user thinks Search will get expanded options
Recommendation: Add advanced Search capability
Inference #3: Log file isn’t recording search term
Opinion: Bug in the log system
Recommendation: Fix bug

17. - Two -
Abandonment

19. Initial Design
Shopping Cart Abandonment:
65%

20. Initial Design
Shopping Cart Abandonment:
65%
After Security Upgrade
Shopping Cart Abandonment:
65%

21. Initial Design
Shopping Cart Abandonment:
65%
After Security Upgrade
Shopping Cart Abandonment:
65%
After Messaging Changes
Shopping Cart Abandonment:
65%

22. - Interlude -
The Path to
Decision

24. Design Decision

25. Design Decision
Observation

26. Design Decision
Observation

27. Design Decision
Inference
Observation

28. Design Decision
Opinion/Theory
Inference
Observation

29. Design Decision
Recommendation
Opinion/Theory
Inference
Observation

30. Design Decision
Recommendation
Opinion/Theory
Inference
Observation

31. Design Decision
Recommendation
Opinion/Theory
Inference
Observation

32. Making Solid Inferences
Team needs to carefully consider alternatives
Brainstorm on techniques for eliminating possibilities
Schedule subsequent research quickly
Use fast iterations to reduce risk

33. - Three -
The True
Experience

34. Netraker-based Compelled Shopping
Study Study

35. Netraker-based Compelled Shopping
Study Study
Find assigned product:
1 min 18 sec

36. Netraker-based Compelled Shopping
Study Study
Find assigned product:
1 min 18 sec
Find dream product:
1 min 42 sec

37. Netraker-based Compelled Shopping
Study Study
Find assigned product:
1 min 18 sec Find desired product:
Find dream product:
18m
1 min 42 sec

38. - One -
Analytics

39. Presentation Summary

40. More Info from User
Interface Engineering
Jared M. Spool
User Interface Engineering
www.uie.com
@jmspool • jspool@uie.com

41. More Info from User
Interface Engineering
Newsletter: UIEtips (FREE)
Jared M. Spool
User Interface Engineering
www.uie.com
@jmspool • jspool@uie.com

42. More Info from User
Interface Engineering
Newsletter: UIEtips (FREE)
UIE Virtual Seminars
Jared M. Spool
User Interface Engineering
www.uie.com
@jmspool • jspool@uie.com