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More Design Patterns: The Exploration Phase

More Design Patterns: The Exploration Phase. April 29, 2008. Hall of Fame or Hall of Shame?. java.sun.com. 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)

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More Design Patterns: The Exploration Phase

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  1. More Design Patterns: The Exploration Phase April 29, 2008

  2. Hall of Fame or Hall of Shame? • java.sun.com Web Interface Design, Prototyping, and Implementation

  3. 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 Web Interface Design, Prototyping, and Implementation

  4. More Design Patterns: The Exploration Phase April 29, 2008

  5. Outline • Review Lo-fi Prototyping • Detailed Design Example • Design Patterns in the Design Exploration Phase Web Interface Design, Prototyping, and Implementation

  6. 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 & interactionand not on visual detail Web Interface Design, Prototyping, and Implementation

  7. 1 Web Interface Design, Prototyping, and Implementation

  8. 2 Web Interface Design, Prototyping, and Implementation

  9. 3 Web Interface Design, Prototyping, and Implementation

  10. 4 Web Interface Design, Prototyping, and Implementation

  11. 5 Web Interface Design, Prototyping, and Implementation

  12. 6 Quick-Flow Checkouts Web Interface Design, Prototyping, and Implementation

  13. Basic Web Design • Let’s take a closer look page by page Web Interface Design, Prototyping, and Implementation

  14. 1 Web Interface Design, Prototyping, and Implementation

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

  16. 1 • 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) Web Interface Design, Prototyping, and Implementation

  17. 1 • 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) Web Interface Design, Prototyping, and Implementation

  18. 1 • Most important info visible without scrolling • ABOVE THE FOLD (I2) Web Interface Design, Prototyping, and Implementation

  19. 2 Web Interface Design, Prototyping, and Implementation

  20. 2 • 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) Web Interface Design, Prototyping, and Implementation

  21. 2 • 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 Web Interface Design, Prototyping, and Implementation

  22. 2 • Can I trust these sellers? • Who am I buying from? • Are they reputable? • What about shipping? Web Interface Design, Prototyping, and Implementation

  23. 2 • The Fold • Hmm, what’s below here? Web Interface Design, Prototyping, and Implementation

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

  25. 2 • Is this product any good? • Editorial reviews • Customer reviews • RECOMMENDATION COMMUNITY (G4) Web Interface Design, Prototyping, and Implementation

  26. 3 Web Interface Design, Prototyping, and Implementation

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

  28. 3 • 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) Web Interface Design, Prototyping, and Implementation

  29. 3 • Cross-selling • Possibly a pleasant surprise • Impulse buy • CROSS-SELLING & UP-SELLING (G2) Web Interface Design, Prototyping, and Implementation

  30. 3 • 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) Web Interface Design, Prototyping, and Implementation

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

  32. 4 Web Interface Design, Prototyping, and Implementation

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

  34. 5 Web Interface Design, Prototyping, and Implementation

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

  36. 5 • 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 Web Interface Design, Prototyping, and Implementation

  37. 6 Quick-Flow Checkouts Web Interface Design, Prototyping, and Implementation

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

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

  40. 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 Web Interface Design, Prototyping, and Implementation

  41. 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 Web Interface Design, Prototyping, and Implementation

  42. PROCESS FUNNEL (H1) Web Interface Design, Prototyping, and Implementation

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

  44. PROCESS FUNNEL (H1)Solution Diagram Web Interface Design, Prototyping, and Implementation

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

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

  47. Web Design Process Web Interface Design, Prototyping, and Implementation

  48. 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) • … Web Interface Design, Prototyping, and Implementation

  49. 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) Web Interface Design, Prototyping, and Implementation

  50. 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 Web Interface Design, Prototyping, and Implementation

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