User experience blog

Guest blog - Things can only get worse

By Rhodri Buttrick on 3 February 2010

The day following my disaster day, I was in the library struggling to find a book for my philosophy essay. Thankfully, there is a “disability coordinator” in the library who is extremely helpful and helps me find the books I need. I can even e-mail him in advance and he will find the books for me so all I have to do is collect them. After he had helped me find the book I needed, I went to the desk to take the book out. This was going to be a better day!

But, reaching into my wallet, I found I had lost my access card! A university access card is possibly the most important thin piece of plastic you will ever own, except perhaps your credit card. Without this, a student turns into a second-class citizen. Not only are you are unable to take books out of the library, you can’t get back into your hall of residence as all the gates are electronic. Officially, you can’t even get food from the canteen, as need to show the card to the kitchen staff.

So this was not just inconvenient, it was a total disaster - I was potentially homeless, hungry and late in starting my essay. What’s more, if I didn’t find the card I would have to pay £10 for a replacement. With the exception of not being able to rent out library books there were ways around the other problems. I had to phone a friend every time I wanted to get that into my hall and the office wrote me a note so I could get food.

With dyslexia, is the best way not to lose things, such as access cards, is to get into a good routine of where to put things. I think I know how I lost the access card. When you enter the dining room you have to show your card so I must have left it on my tray and after finishing my meal, left the dining room and forgotten about it. Usually, one of the kitchen staff notice and rescue the cards but on this particular lunchtime, we had fish and chips wrapped in paper! So a lot of things went in the bin rather than the dishwasher and the odds are, my poor card is languishing in a rubbish dump somewhere.

After about a week of searching and trying to survive without the card, I stumped up the cash and bought a new one. I was determined not to lose this one and figured out a new system. Instead of putting my access card on my tray at lunch, I would put my wallet with my access card in it on the tray. This might sound like a risky strategy as doesn’t this mean I will simply lose my wallet? It is bigger, however, and far more noticeable than a card therefore I’m more likely to remember to put my wallet back in my pocket.

What’s happening at Webcredible

By Trenton Moss on 1 February 2010

So as we roll in to February we’re starting to ramp up for our busiest period of the year. In the UK, financial year end for many companies is the end of March, so all-of-a-sudden lots of organisations are looking to spend their remaining budget. We’ve got the usual array of research & design projects lined up over the next few months and have recently recruited a couple of new consultants to join our team to help service our clients.

Where our clients allow, we do like to publicise the work we’re doing so our client list is always being updated and we try to announce projects that we’re working on. For example, Utalkmarketing.com, Retail Systems, and Netimperative have all recently reported on some work we’ve been doing with retailer JD Sports.

We’ve also recently expanded the remit of our training courses, running our first ever SEO training and search marketing & PPC training later this week. We’re running the courses in conjunction with search & online marketing experts, Latitude Group, with both courses virtually selling out now. We’ve also got a new advanced web writing training course starting in March, which we’re running with digital copywriting experts, Sticky Content. The course is a great follow-on from our existing web writing course, which we’ve renamed ‘intermediate web writing training’.

We also published the results of our latest poll, about which industry has the most difficult to use websites. You chose between financial services, government, news, retail, travel and utilities and the winner with just over a third of the votes was… government. It wasn’t a huge surprise - at least to us - that government websites are felt to be the hardest to use, but what did surprise us was just how many of you voted this way. I guess given their likely limited budgets and incredibly diverse audiences, it’s always going to be difficult for government websites to be the best.

We’ve also got a couple of speaking spots this month, one at the National Housing Federation national conference on the role of social media and another one on ecommerce usability at a Wembley ecommerce event. Until next month…

New advanced web writing training course for March 2010

By Ismail Ismail on 26 January 2010

I’m sure you’ll agree that good quality content, written for the web, is the cornerstone of a good online user experience. We’ve been delivering web writing training courses for years - in fact it’s been one of our most popular courses. Many times we’ve been asked to go one step further and develop an advanced course for more experienced practitioners.

As a result we’ve decided to launch an all-new advanced web writing course to help delegates further develop their skills. The course will be run here at our offices in partnership with digital copywriting agency, Sticky Content and it’ll begin at the end of March.

This one-day course will give you an in-depth view of how to commission and develop the right content for your site, users and business objectives. It’ll teach you how to develop content using the techniques of editorial professionals to work in brand tone of voice and to help sell online.

Anyway, just thought I’d let you know about this new course. If you’re interested check out our Internet marketing training pages to find out more about advanced web writing and all our training courses.

How can Spotify ads make money if I can’t click them?

By Alexander Baxevanis on 22 January 2010

spotify1I know the title of this blog post may look a bit strange. No, I’m not suggesting that there’s a widespread bug in the Spotify software that prevents me from clicking on ads. Things are a little bit more complicated than that.

Unless you’ve never used Spotify or have always had a Pro account, you’ve probably listened to these 30 second audio-based ads that play between songs. They don’t even bother me that much any more - it feels the same as listening to (commercial) radio or TV. Most of these ads end with something along the lines of: “… to find out more, click the banner on the bottom left corner of your screen”. And that’s where the trouble starts.

Most of the time, I leave Spotify playing on my laptop, connected to my home stereo, and head off to do more pleasurable things than staring at the Spotify screen, such as reading or cooking. And when I hear this “click on the banner” call, which is invariably played at the end of each ad, I have zero chance of running back to my laptop and clicking on anything before the ad has finished playing. And this is particularly frustrating when the ad mentions some free offer or discount, and I feel like I’m missing out.

From this perspective, Spotify ads aren’t any more effective than traditional broadcast advertising and Spotify is missing a big opportunity to make advertising better. When I listen to an ad that’s interesting, I’d rather go straight to a targeted campaign page than of have to remember what to search for on Google or which phone number to call.

Fortunately, fixing this isn’t rocket science. All Spotify has to do is to keep a list of “Recently played ads”  and make this list easy to access, for example by adding it to the left column of the screen, where other playlists are also listed. Those who are only annoyed by Spotify ads won’t notice any difference. But those who, like me, find an interesting ad once in a while, will finally be able to click on it!

UPDATE (25 January): According to Spotify, what I’m suggesting is already possible by going into the “History” tab under “Play Queue”. But I wonder how many people have discovered it - maybe it’s still worth making it a little bit more prominent?

Which industry sector has the most difficult to use websites?

By Jon White on 21 January 2010

Between September and December 2009 we ran a poll on the Webcredible website asking the question of which industry sector has the most difficult to use websites? This may be a pretty generalised survey, which didn’t focus on specific sites, but the results (which we released yesterday) were interesting nonetheless. This is how they turned out:

  • Retail / ecommerce - 133 votes (13%)
  • Financial services - 164 votes (16%)
  • Local authority / government - 342 votes (34%)
  • Travel - 91 votes (9%)
  • Utilities - 116 votes (12%)
  • News / media companies - 69 votes (7%)
  • Other - 91 votes (9%)

Some of the results may not come as a particular surprise to many. The content focused sites of news and media companies do not tend to need to use the complex checkout processes that other sites use, and given the high levels of competition, travel and retail websites need to be pretty easy to use.

However, I would like to focus on the local authority and government sites which caught the brunt of over one third of the vote.

It’s true that local authority and government websites often have to offer a vast amount more information and functionality than their counterparts in other industries, which can make it more difficult to provide a great user experience, but there are some other reasons why they may have faired badly in this survey.

It could be a lack of investment in comparison to say online retail and travel companies, and it also could be put down to the fact that when using local authority and government websites, dropping off and using another site is often not an option (something which is common when poor usability is encountered in ecommerce and travel) so users will have to just grin and bear a poor user experience.

There’s no doubt that the usability of local council websites is improving, as shown by our most recent local council usability report and although there’s still much room for improvement, it’s certainly not the only industry sector where this is the case. So, do you agree with the findings? Let us know which what type of websites you find most difficult to use.