SCN Conference 20 April 2016 - digital reboot
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Transcript of SCN Conference 20 April 2016 - digital reboot
Digital Reboot
Twitter: @whitespacers or @duncan__russell
Audience Behaviour
Navigation Content
“Mobile users don’t want to do
everything”
“They typically combine a phone plus some
e-mail capability, plus they say it’s the
Internet – it’s sort of the baby Internet – into
one device.”
—Steve Jobs, 2007
It’s not just about being able to do
everything on mobile.
If your site doesn’t provide a consistent and
enjoyable user experience across all
platforms, users will
• abandon your shopping cart
• fail to complete your forms
• leave your site
• do business with your competitors
“Mobile users don’t want to do
everything”
“Our customers are like us, and
will view the website under the
same conditions”
Public Transport Website, Nov 2012 – Nov 2015
Mobile Tablet Desktop
Then 25% 5% 70%
Now 55% 35% 10%
B2B Website, Nov 2012 – Nov 2015
Mobile Tablet Desktop
Then 5% 5% 90%
Now 7% 7% 86%
1 Chrome 33%
2 Safari 21%
3 Safari (in-app) 20%
4 Android browser 10%
5 Internet Explorer 9%
6 Firefox 5%
7 BlackBerry 0.5%
8 Amazon Silk 0.5%
1 Internet Explorer 50%
2 Chrome 27%
3 Safari 9%
4 Firefox 9%
5 Android Browser 1%
6 Safari (in-app) 0.7%
7 Mozilla 0.5%
8 Opera 0.3%
Transport B2B
Get to know your users
• Putting yourself in their shoes
• Thinking about who they really are
• Researching their needs
• Why they will be using your site
• How they will be viewing your site
• Where they will be
“Our customers are like us, and
will view the website under the
same conditions”
Audience Behaviour
Navigation Content
“People don’t scroll”
Things we don’t care about go
down here
:(
✘ ✔︎
“People don’t scroll”
“People don’t read
webpages”
“People rarely read Web pages word by
word; instead, they scan the page,
picking out individual words and
sentences.”
—Jakob Nielsen (1997)
Short
Short, clear words,
sentences and clearly
grouped ideas are best.
Long, latinate,
sesquipedalian discursive
essays across multiple
topics with no clear
hierarchy are less favoured.
Scannable
Bullet points, clear headings
and short paragraphs make
text easy to follow.
Massive walls of text without
paragraph breaks, headings
or lists are actively difficult to
read.
Straight
Direct, honest language with
a minimum of jargon,
metaphor and ambiguity.
Passive voice, salesy,
complex or ‘slippery’
language obscures meaning
and alienates users.
Short
Short, clear words,
sentences and clearly
grouped ideas are best.
Scannable
Make text easy to follow by
using:
* Bullet points
* Clear headings
* Short paragraphs
Avoid:
* Large amounts of text
Straight
Write clearly, honestly and
directly.
“Simplify, simplify”
—Henry David Thoreau
“One simplify would have sufficed”
—Ralph Waldo Emerson
“We don’t need a copywriter”
Things to remember
• Consider content from the start
• Get a copywriter involved
• Structure pages to the best effect
• Remember: copy’s a bigger task than
it seems
“People don’t read webpages”
Audience Behaviour
Navigation Content
“The homepage is the
most important page”
“If the homepage has been the traditional
‘front page,’ ushering audiences into a brand
and its offerings, now the article is the point
of entry.”
—Dr. Mario García
The Takeaway:
• Consider your content and audience
• Ensure your content pages are as carefully
considered as your homepage
This applies to both the content and visual
design
“The homepage is the
most important page”
“Hamburger menus are
best for mobile”
“The designer […] is (erroneously) assuming
that the user knows what’s in the menu and
that he or she will
actively pursue it.”
—James Archer, Deep Design
Exisweb, May 25, 2014
% of visitors who click
hamburger icon% of visitors who click “Menu”
iOS 0.61% 0.77%
Android 0.25% 0.27%
“Hamburger menus are
best for mobile”
Audience Behaviour
Navigation Content
“Content should be broken
down by audience”
“Role-based [architecture] increases
cognitive effort and user anxiety. Clear
language and mutually exclusive categories
reduce the chance of harming the user
experience”
—Katie Sherwin for Nielsen
The GDS recommends:
• Against labelling by audience type
• Using topical labelling instead
• Address specific audiences at the
content level instead
“Content should be broken down by
audience”
“SEO is for robots”
• Keyword stuffing was bad for user experience.
• Why was keyword stuffing bad for user experience?
• Because keyword stuffing meant that content stuffed with keywords
contained little else but those stuffed keywords.
• It was hard to read the stuff between keywords.
• Because the content was so stuffed with keywords that there wasn't any
room for stuff or words that weren't key.
• Keyword stuffing was bad for user experience.
• Why was keyword stuffing bad for user experience?
• Because keyword stuffing meant that content stuffed with keywords
contained little else but those stuffed keywords.
• It was hard to read the stuff between keywords.
• Because the content was so stuffed with keywords that there wasn't any
room for stuff or words that weren't key.
Keywords stuffing
• Keyword stuffing was bad for user experience.
• Why was keyword stuffing bad for user experience?
• Because keyword stuffing meant that content stuffed with keywords
contained little else but those stuffed keywords.
• It was hard to read the stuff between keywords.
• Because the content was so stuffed with keywords that there wasn't any
room for stuff or words that weren't key.
Keywords stuffing
“SEO is for robots”
So how did we do?
Audience
“Mobile users don’t want to do
everything
“Our customers are like us, and
will view the website under the
same conditions”
Your mobile site should
allow your users to do
everything
Your customers might not
be like you
Behaviour
“People don’t scroll”
“People don’t read webpages”
You don’t need to cram all
the content at the top
Create appropriate content for
your audience’s needs
Navigation
“The homepage is the most
important page”
“Hamburger menus are best for
mobile”
Put as much effort into every
page
Make sure the most important
navigation is always available
Content
“Content should be broken
down by audience”
“SEO is for robots”
Not in navigation, but within
content can be acceptable
Write for humans, and the
robots will follow