1. Prof. James A. Landay University of Washington Spring 2008 Web Interface Design, Prototyping, and Implementation More Design Patterns: The Exploration Phase April 29, 2008

2. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation2 Hall of Fame or Hall of Shame? java.sun.com

3. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation3 Hall of Fame! SITE BRANDING (E1) –java logo – UP - FRONT VALUE PROPOSITION (C2) Written for reading – HEADLINES AND BLURBS (D3) – INVERTED PYRAMID WRITING STYLE (D7) – OBVIOUS LINKS (K10) Fresh content –changing, CLEAR FIRST READ (I3) –news in sidebar

4. Prof. James A. Landay University of Washington Spring 2008 Web Interface Design, Prototyping, and Implementation More Design Patterns: The Exploration Phase April 29, 2008

5. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation5 Outline Review Lo-fi Prototyping Detailed Design Example Design Patterns in the Design Exploration Phase

6. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation6 Low-fi Prototyping Review Low-fi testing allows us to quickly iterate to … –get feedback from users & change right away Informal prototyping tools bridge the gap between … –paper & high-fi tools Low-fi & informal prototypes keep focus on …. and not on …. –high level structure & interaction and not on visual detail

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12. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation12 Quick-Flow Checkouts 6

13. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation13 Basic Web Design Let’s take a closer look page by page

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15. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation15 What site is this? –Logo in top-left corner denotes the site –Another logo at top-right to reinforce –examples of SITE BRANDING (E1) What site is this? –Logo in top-left corner denotes the site –Another logo at top-right to reinforce –examples of SITE BRANDING (E1) 1

16. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation16 What kind of site is this? –Shopping cart icon –Tab row content & categories on left –Prices in content area –UP-FRONT VALUE PROPOSITION (C2) –example of PERSONAL E-COMMERCE (A1) What kind of site is this? –Shopping cart icon –Tab row content & categories on left –Prices in content area –UP-FRONT VALUE PROPOSITION (C2) –example of PERSONAL E-COMMERCE (A1) 1

17. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation17 What can I do here? –Welcome for new visitors –TAB ROW (K3) / SEARCH ACTION MODULE (J1) on top –“Categories” –Prices –Examples of OBVIOUS LINKS (K10) What can I do here? –Welcome for new visitors –TAB ROW (K3) / SEARCH ACTION MODULE (J1) on top –“Categories” –Prices –Examples of OBVIOUS LINKS (K10) 1

18. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation18 Most important info visible without scrolling ABOVE THE FOLD (I2) Most important info visible without scrolling ABOVE THE FOLD (I2) 1

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20. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation20 What site am I at? –Logo in upper-left reinforces brand, can click to go to home –Same font, layout, color scheme also reinforces –examples of SITE BRANDING (E1) What site am I at? –Logo in upper-left reinforces brand, can click to go to home –Same font, layout, color scheme also reinforces –examples of SITE BRANDING (E1) 2

21. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation21 Where am I in the site? –“Home > Music” are LOCATION BREAD CRUMBS (K6) –TAB ROW (K3) and SEARCH ACTION MODULE (J1) say “Music” –Album cover, “Product Highlights”, and CD cover Where am I in the site? –“Home > Music” are LOCATION BREAD CRUMBS (K6) –TAB ROW (K3) and SEARCH ACTION MODULE (J1) say “Music” –Album cover, “Product Highlights”, and CD cover 2

22. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation22 Can I trust these sellers? –Who am I buying from? –Are they reputable? –What about shipping? Can I trust these sellers? –Who am I buying from? –Are they reputable? –What about shipping? 2

23. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation23 The Fold –Hmm, what’s below here? The Fold –Hmm, what’s below here? 2

24. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation24 Impulse buy PESONALIZED RECOMMENDATIONS (G3) About this album Lots of unused space Still more info below… Impulse buy PESONALIZED RECOMMENDATIONS (G3) About this album Lots of unused space Still more info below… 2

25. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation25 Is this product any good? –Editorial reviews –Customer reviews –RECOMMENDATION COMMUNITY (G4) Is this product any good? –Editorial reviews –Customer reviews –RECOMMENDATION COMMUNITY (G4) 2

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27. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation27 What site am I at? –Logo in upper-left –Colors, layout, font –examples of SITE BRANDING (E1) What site am I at? –Logo in upper-left –Colors, layout, font –examples of SITE BRANDING (E1) 3

28. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation28 Where am I in the site? –Last link clicked was “Buy!” –“Shopping Cart” and “Proceed to Checkout” reinforce that this is “the right page” –SHOPPING CART (F3) Where am I in the site? –Last link clicked was “Buy!” –“Shopping Cart” and “Proceed to Checkout” reinforce that this is “the right page” –SHOPPING CART (F3) 3

29. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation29 Cross-selling –Possibly a pleasant surprise –Impulse buy –CROSS-SELLING & UP- SELLING (G2 ) Cross-selling –Possibly a pleasant surprise –Impulse buy –CROSS-SELLING & UP- SELLING (G2 ) 3

30. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation30 What am I going to buy? –Easy to remove –Easy to move to wishlist How much will it cost? –Shipping costs there, no nasty surprises SHOPPING CART (F3) What am I going to buy? –Easy to remove –Easy to move to wishlist How much will it cost? –Shipping costs there, no nasty surprises SHOPPING CART (F3) 3

31. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation31 What can I do? –“Proceed to Checkout” HIGH VISIBILITY ACTION BUTTON (K5) –Visually distinct –3D, looks clickable –Repeated above and below the fold What can I do? –“Proceed to Checkout” HIGH VISIBILITY ACTION BUTTON (K5) –Visually distinct –3D, looks clickable –Repeated above and below the fold 3

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33. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation33 What if I don’t have a User ID? What if I forgot my password? SIGN-IN/NEW ACCOUNT (H2) What if I don’t have a User ID? What if I forgot my password? SIGN-IN/NEW ACCOUNT (H2) 4

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35. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation35 What site? –Logo, layout, color, fonts Where in site? –Checkout, step 1 of 3 –“Choose shipping address” –QUICK-FLOW CHECKOUT (F1) What site? –Logo, layout, color, fonts Where in site? –Checkout, step 1 of 3 –“Choose shipping address” –QUICK-FLOW CHECKOUT (F1) 5

36. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation36 Note what’s different –No tab rows –No impulse buys –Only navigation on page takes you to next step This is a PROCESS FUNNEL (H1) –Extraneous info and links removed to focus customers Note what’s different –No tab rows –No impulse buys –Only navigation on page takes you to next step This is a PROCESS FUNNEL (H1) –Extraneous info and links removed to focus customers 5

37. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation37 Quick-Flow Checkouts 6

38. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation38 Quick-Flow Checkouts Last step of process –Step 3, “Place Order” –“Place my order” button Two HIGH-VISIBILITY ACTION BUTTONS (K5) for fold Last step of process –Step 3, “Place Order” –“Place my order” button Two HIGH-VISIBILITY ACTION BUTTONS (K5) for fold 6

39. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation39 Quick-Flow Checkouts No nasty surprises –Can see order –Total price is same as shopping cart –ORDER SUMMARY (F7) No nasty surprises –Can see order –Total price is same as shopping cart –ORDER SUMMARY (F7) 6

40. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation40 Quick-Flow Checkouts Easy to change shipping and billing Easy to save this info –Easier to setup info in context of specific task –Clear to customers why this info is needed Easy to change shipping and billing Easy to save this info –Easier to setup info in context of specific task –Clear to customers why this info is needed

41. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation41 PROCESS FUNNEL (H1) Problem: Need a way to help people complete highly specific stepwise tasks –Ex. Create a new account –Ex. Fill out survey forms –Ex. Check out

42. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation42 PROCESS FUNNEL (H1)

43. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation43 PROCESS FUNNEL (H1) What’s different? –No tab rows –No impulse buys –Only navigation on page takes you to next step What’s different? –No tab rows –No impulse buys –Only navigation on page takes you to next step What’s the same? –Logo, layout, color, fonts What’s the same? –Logo, layout, color, fonts

44. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation44 PROCESS FUNNEL (H1) Solution Diagram

45. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation45 PROCESS FUNNEL (H1) Related Patterns (A10) Web Apps (K5) High-Viz Action Buttons (A1) E-Commerce(A11) Intranets (H1) Process Funnel (K2) Navigation Bars (K3) Tab Rows (K4) Action Buttons (K12) Preventing Errors (H8) Context-Sensitive Help (I2) Above the Fold (K13) Meaningful Error Messages

46. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation46 Advanced ecommerce Completing tasks Page layouts Search Page-level navigation Speed The mobile web Pattern Groups Our patterns organized by group Site genres Navigational framework Home page Content management Trust and credibility Basic ecommerce

47. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation47 Web Design Process

48. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation48 Patterns in Exploration Phase Use Exploration-level patterns to design overall structure –different choices will give radically different designs For example, how to organize information –HIERARCHICAL ORGANIZATION (B3) –TASK-BASED ORGANIZATION (B4) –ALHABETICAL ORGANIZATION (B5) –…

49. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation49 Patterns in Exploration Phase TASK-BASED ORGANIZATION (B4): Link the completion of one group of tasks to the beginning of the next related task(s)

50. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation50 Design Exploration Example John given the task of designing a new subsite for showing maps to businesses –listings found by typing in address –key feature: show nearby businesses John comes up with two design sketches –Design #1 uses ALPHABETICAL ORGANIZATION (B5) for list of all nearby businesses –Design #2 uses TASK-BASED ORGANIZATION (B4) for list of related nearby businesses

51. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation51 Design #1 ALPHABETICAL ORGANIZATION (B5)

52. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation52 Design #2 TASK-BASED ORGANIZATION (B4)

53. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation53 Evaluating Which Design to Choose Low-fidelity Usability Test –sketches the rest of the key screens on paper –brings in 5 participants to his office –asks each to carry out 3 tasks while John’s colleague Sam “plays computer” –John observes how they perform Tasks 1) look up 1645 Solano Ave., Berkeley CA 2) look up 1700 California Ave, San Francisco CA & find Tadich Grill 3) look up 2106 N 55th St, Seattle WA & find a Sushi restaurant nearby

54. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation54 Evaluating Which Design to Choose Results with Design #1 (Alphabetical) –Task 1: look up 1645 Solano Ave no difficulties encountered – warm-up task! –Task 2: look up 1700 California & find Tadich Grill several users didn’t notice that the list of nearby businesses was scrollable (due to paper affordances?) those that scrolled took awhile to find in list of over 500 –Task 3: look up 2106 55th St & find nearby Sushi restaurant 3 users only picked restaurants that had “restaurant” in the name & thus couldn’t find “Kisaku”

55. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation55 Evaluating Which Design to Choose Results with Design #2 (Task-based) –Task 1: look up 1645 Solano Ave no difficulties encountered – warm-up task! –Task 2: look up 1700 California & find Tadich Grill 1 user took awhile to figure out that Tadich Grill was a restaurant & to click on the “Restaurants” link all others found it in 2 clicks (Restaurants  Tadich Grill) –Task 3: look up 2106 55th St & find nearby Sushi restaurant 3 found “Kisaku” in 2 clicks 2 others asked for a listing of Japanese restaurants

56. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation56 Evaluating Which Design to Choose General comments –2 users said they often want to email maps to friends who they will be meeting (task-based) –3 users wanted driving directions (task-based) → TASK-BASED ORGANIZATION (B4) worked better, but still had some minor problems

57. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation57 Design #2 – Revision 1 Adding More Related Tasks

58. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation58 Design #2 – Revision 2 Adding HIERARCHICAL ORGANIZATION (B3) & LOCATION BREAD CRUMBS (K6)

59. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation59 Design #2 – Revision 3 Hi-Fi Prototype Adding SEARCH ACTION MODULE (J1)

60. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation60 Summary Lots of issues involved in designing high quality web sites Design patterns one way of capturing good design knowledge so that designers can focus on unique problems Glance through the book and apply these to your designs where appropriate

61. CSE490L - Spring 2008Web Interface Design, Prototyping, and Implementation61 Next Time Heuristic Evaluation –Read Nielson Heuristic Evaluation chapter (online)