User Experience and Usability for

GZN Workshop - IntroductionConeti GiriMohan

Agenda for this introduction SessionAgenda for this introduction Session Business Perspectives

What is End-User Experience and why consider it ?

Why consider User-Experience for GZN

GZN – User Experience Examples (Hits and Misses)

Some Basic GZN User Exp Tips

Business Perspectives of GZN

Business Perspectives

What is End-User Experience and why consider it?

Why consider User-Experience for GZN

GZN – User Experience Examples (Hits and Misses)

Some Basic GZN User Exp Tips

GZN – Business PerspectivesGZN – Business PerspectivesThe Opportunity

• Forrester – An average Website gets 30 percent of its traffic and 10 percent of its orders from non-U.S. customers.

• IDC - By 2003, the foreign share of ecommerce will reach 56 percent — up from 26 percent in 1998.

• GartnerGroup – B2B - American share will plunge to less than 40 percent by 2004, when worldwide B-to-B reaches $7.3 trillion.

The Problem

239 Countries, 6700 Languages, 147 currencies, 24 time zones, 10 calendars

The Solution

Make your users feel at home…and that means beyond translation. Its about enhancing your end user’s overall online experience.

                                                                                                            

What is End-User Experience and why consider it?

Business Perspectives

What is End-User Experience and why consider it?

Why consider User-Experience for GZN?

GZN – User Experience Examples (Hits and Misses)

Some Basic GZN User Exp Tips

What is end-user experience?What is end-user experience?• The holistic combination of everything that a user sees, feels,

and interacts with a device or an interface.

• It could be any of these..

pushing that button in an elevator, setting the dryer time

getting cash from an ATM, getting flight schedules from a kioskat the airport.

• It is that sustaining thought that the user carries with her / him to internally validate whether a second time interaction with that device or interface is worth it. In other words it is a deciding factor for repeat visitors.

• It re-emphasizes your brand. A pleasant experience adds value to your brand.

• It is a significant factor that increases the conversion rate.

Why think about end-user experience?Why think about end-user experience?

• Formal Research studies

A study from Zona Research found that 62% of Internet shoppers gave uplooking for the item they wanted to buy online.

Forrester Research: loss of approximately 50% of the potential sales as people can't find stuff; 40% of the users did not visit again because of negative experience.

Creative Research: key errors in enhancing customer experience might cost online retailers some $60 billion dollars in unrealized revenue.

eMarketer:On an average, 53% of total online revenues come from repeat customers.

• To bridge the gap between what you think your users would want and what your users actually need.

• To enable your user to carry out their goals and tasks quickly without being intimidated by the complexity of technology that you used to build this experience

Why consider End-User Experience for GZN?

Business Perspectives

What is End-User Experience and why consider it?

Why consider User-Experience for GZN?

GZN – User Experience Examples (Hits and Misses)

Some Basic GZN User Exp Tips

GZN – Impact on User ExperienceGZN – Impact on User Experience

• Metaphorical references in the process, design, language andlayout, navigation are no longer perceived in the desired way.

• Analogy: Would you have an an ad campaign that is universal? Global Branding, Local User Experience is the key

• Business processes perceptions are different across the globe (example: The invoicing and inventory management processes is not universal)

• Established standards of user behavior are no longer valid.

• Technology Pre-requisites for a “pleasant” user experience are no longer valid.

• Screen Resolution Standards

• Older Browser Versions

End-User Experience Examples for GZN

Business Perspectives

What is End-User Experience and why consider it?

Why consider User-Experience for GZN?

GZN – User Experience Examples (Hits and Misses)

Some Basic GZN User Exp Tips

GZN – L10n - User Exp ExamplesGZN – L10n - User Exp Examples

Original site owner:A German Bank

GZN Site (Target User):German-speakingpart of Switzerland

Usability Findings:People from the French part reacted very strongly against the language switch and found it baffling, which, in turn, affected their trust in that bank

French Heading

English Sub-Heading

German Reports

GZN – L10n - User Exp ExamplesGZN – L10n - User Exp Examples

Key Feature:The page is filled with every option that can fit in there.

Culture adherence:Very normal in most cultures.

GZN – L10n - User Exp ExamplesGZN – L10n - User Exp Examples

Key Feature:clarity and lack of clutter in the design

Culture adherence:TypicalScandinavianDesign

Key Feature:Meticulous design to let the user drive the expereince

Drawback:The site does not provide the ability to choose another locale once the box is checked

GZN – L10n - User Exp ExamplesGZN – L10n - User Exp Examples

Original site owner:Outpost.com

GZN Site (Target User):Japan

Usability error:End users initially felt that www.outpostjapan.com was a true and true Japanese site…..only to find out that outpost.com had set up this domain name to service their Japanese customers who still would have to go to outpost.com to buy stuff.

Original site owner:Metalsite.com

GZN Site (Target User):Suppliers and Vendorsof metals

Usability error:The bandwidth in India is very low. The prime users of this site are small-scale business establishments and metal merchants who seek global presence. They cannot afford a T1 or DSL line.

Use of graphics is not recommended for global sites as it requires maintenance every time content is changed and not all graphics editing tools are internationalized. This site is not truly localized as there are instructions in English to download the font file – krdv021.ttf.

Some Basic GZN User Experience Tips

Business Perspectives

What is End-User Experience and why consider it?

Why consider User-Experience for GZN?

GZN – User Experience Examples (Hits and Misses)

Some Basic GZN User Exp Tips

GZN – Some Basic User Exp TipsGZN – Some Basic User Exp Tips• Establish Standards for domain names and stick to it….for it’s the domain name

awareness that drives the traffic on your site.

• Avoid flags - How would you represent Spanish with one flag? And many flags could easily represent more than one language.

• If you are catering for two/three languages it would help to put welcome gifs in the corresponding language. If its more than three, do not clutter the screen with many gifs. Instead use drop downs.

• Avoid embedded text as part of a graphic. Maintaining translated text in the form of a graphic requires more time and effort. Besides, you need localized graphic editors.

• When working with text and layout, you must also consider text expansion and contraction. English does not translate to other languages on a 1:1 ratio.

• Manage your Javascript, CGI, Perl. For example, a Perl script used for form processing may be hard coded to respond to an error with an English response. Build scripts that pull text from resource files, based on the language needed.

• Understand your user’s way of doing business and then emulate that on your site.