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Usability Foundations

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Content Prioritization

5:31 with Dan Gorgone

Different websites provide different kinds of value. If we want to ensure that our designs are usable, we should understand what our users will want to do: consume or create.

[Usability Foundations with Dan Gorgone, Improving Usability] 0:00
Different websites provide different kinds of value. 0:05
Some content may be information that can be viewed and shared while others provide helpful details to accomplish a task 0:08
such as making a purchase, finding a location, or making contact. 0:15
If we want to ensure that our designs are usable, we should understand what our users will want to do, consume or create. 0:20
[Amit Bijlani] When mobile apps came out most of the mobile apps were for consuming, 0:29
and by consuming I mean like you'll have readers who are you're reading like Flipboard where your reading a magazine style articles 0:35
or Instagram or Facebook. 0:44
You're still consuming a lot of information. 0:47
What creation is concerned very few apps do this, but then you have the apps where they take creations to another level 0:51
where you are submitting or request for "on-the-go" and there's this like pages and pages of form fields. 0:58
Now, when I'm on-the-go and I have this tiny screen and I have to fill out this like 20-field form, 1:08
it's terrible usability because I'm frustrated that I have to fill out such as a large form in such a small screen. 1:15
If you measure the failure rate on that form, you'll end up seeing that a lot of people bail on it 1:23
because nobody wants to fill out a 20-field form on a small screen. 1:29
The approach should be that you should focus on doing one thing at a time. 1:34
I'm not saying like, "Hey, if you have a long form to fill out, you shouldn't give them one field at a time, 1:40
but maybe you can chunk that down or group it down, so that they're filling out that information only the information 1:47
and then later on when they're on the desktop they can fill out the rest of the information." 1:55
By creation, you are eliminating a lot of the unnecessary stuff that goes on when you are creating on a desktop. 1:59
And, by consumption, you are consuming on-the-go, so you want to make sure that you take into account 2:08
all the contextual information of the user. 2:15
If they are consuming a weather app, don't require them to fill out where they are. 2:18
You can get that information directly from the device. 2:24
Or if they are looking for real estate around them, 2:28
you can also get that information from the device 2:31
and you can have them fill out some of the prerequisite information, 2:34
so they are not having to fill out the data over and over again 2:38
that "Hey, my requirements are this." 2:41
[Dan Gorgone] When considering the type of content to feature on your site or mobiles, 2:44
it's important to anticipate which users will access your site using a phone or tablet and why. 2:48
Are their goals different from when they visit your site with a laptop? 2:55
If your users are consuming content, you can bet that they're looking for the latest news and updates 2:59
and perhaps want to search to find something specific. 3:05
So don't bury content behind navigation or additional links. Put it front and center. 3:08
Social apps like Twitter and Facebook serve up status updates on the first page users see, and other sites can learn from this. 3:14
If you are in the business of providing latest news and updates, make sure you're getting to it as quickly as possible. 3:22
If users need specific content, provide an easy-to-find and use search. 3:28
If your users are creating content, it means they want to produce some texts, take pictures or videos, 3:35
and potentially refine that content for posting or sharing it. 3:41
Content creation apps often present users with the first step of this process right off the bat, 3:46
such as allowing users to take a picture or select one if the goal is to produce visual content. 3:52
However, what if your users are walking around, in the car, or perhaps looking for your physical store? 3:59
What could they possibly be looking for on your site? 4:05
If you do have a store, clearly, a locations finder can be a big help. 4:09
Some sites will ask users to enter an address or location, but as we mentioned earlier, 4:14
smarter apps will get the users location through the device 4:19
and provide an instant list, map, or perhaps even the directions to the nearest store. 4:22
Smart shoppers have also began using apps to check the prices of the things they want to buy. 4:28
In fact, many users will visit one store to see the products in person 4:33
and then use an app for a competitor to see if they can save money by going elsewhere. 4:38
These apps have prioritized pricing information as well as the interface, 4:43
allowing users to quickly scan products to search for them 4:48
rather than have to type anything in. 4:52
If you're a designer, you might be wondering, do I really need to build my portfolio so it can be viewed on the phone? 4:55
Do people really look for designers this way? 5:02
Well, to answer your questions consider this scenario. 5:05
What would happen if your portfolio doesn't look good on a mobile? 5:08
People considering your services want to know that you've considered the mobile angle. 5:13
And, if it doesn't look like you have, they're going to find someone else who has. 5:18
Therefore, make sure your information is readily accessible and looks good 5:23
no matter what device your perspective clients used to find you. 5:27