About the course
As acquiring traffic becomes more and more expensive, making sure your website is user-friendly is essential. This course aims to detail the standards for, and benefits of, a user-centred design approach. You’ll examine key areas where usability is of paramount importance, including best practice for navigation, page layout, forms and error messages, as well as the impact on checkouts and conversion.
The course will help you understand the standards (e.g. ISO 13407) and commercial benefits of usability, how to overcome common barriers and how to calculate the revenue impact of usability. You will look in detail at usability principles in the design of navigation (and card sorting techniques), homepages, page layout, forms and error messages, and how usability is involved in merchandising, checkout and persuasion architecture, as well as the future of usability.
Working through the usability lifecycle, you'll discover practical methods including persona and scenario creation, rapid prototyping, creating usability metrics. You'll also take part in exercises applying informal usability assessment and testing methods.
Who should attend?
This course is ideal for those involved in website conversion looking to gain a better understanding of the principles of usability and learn how to apply best practice. We recommend that you have some previous experience of website terminology.
How will I benefit?
Upon completion of this course, you will be able to:
- Articulate the business benefits of user-centred design throughout the development process
- Understand the user experience principles for both secure and non-secure areas of websites, and the different usability methods that can be applied during the design lifecycle
- Use profitable tips for merchandising and selling online, from the home page to the checkout
- Perform card sorting for information architecture analysis and apply the results
What will I learn?
The course covers:
- What is usability
- E-commerce: Survival of the Easiest
- Usability Principles and Examples
- Information Architecture
- Site Search Engines
- Merchandising & Promotions
- Rich Internet Applications
- Usability Activities
- Usability during Development
- Usability Measurements
- Usability Testing
- Usability Profiling & Personas
- Usability Reviews
- Cumulative Impact of Usability
User Experience Director, PRWD
Paul Rouke is a consultant and trainer in usability, customer research & conversion optimisation with over 12 years experience working with blue-chip brands. Brands that have benefited from Paul’s expertise include Speedo, Lakeland, Monsoon Accessorize, AllSaints, Molton Brown, Stella McCartney, Bank of America, Booking.com, Manchester Tourist Board, Footasylum, Oxfam, British Cycling, Mothercare, Argos, House of Fraser, Waitrose, Barclays & American Express.Paul runs usability and conversion optimisation consultancy PRWD and is one of the most respected Econsultancy trainers in these specialist areas. Paul also delivers training across Europe in areas of e-commerce usability, persuasion & conversion optimisation for pure-play and multi-channel retailers.
He is extremely passionate about both delivering conversion & profit improvements and sharing best practice usability and persuasion, with a particular focus on improving the performance of ecommerce platforms.
Paul regularly publishes articles on usability and conversion optimisation including writing for Econsultancy, and all these articles are available online at http://bit.ly/CROresources.
Paul can also be seen speaking at conferences in the UK and Europe alongside speakers from some of world’s most respected brands such as Google, Microsoft and Apple.
Managing Director, User Vision
Chris is the Founder and Managing Director for User Vision one of the UK’s leading user experience and user-centred design (UCD) consultancies in the UK. He has conducted projects throughout the UK and Europe, working with many blue chip commercial companies and leading public sector organisations to provide usability and accessibility support and advice.
Chris has worked in the area of usability, accessibility, human computer interaction (HCI) and ergonomics for over 20 years. He established User Vision in 2000 and quickly developed an enviable client list and a reputation for practical thorough and affordable user centred design services to help clients gain a competitive advantage through improved usability.
As he grew User Vision, the services offered to encompass web accessibility, and the full end to end user centred design process from user research through to usability testing and post launch monitoring and optimisation of the user experience. He and the User Vision team offer user experience services across all digital platforms including interactive TV, software and mobile, and increasingly are involved in cross-channel user experience projects.
Chris has worked with clients across all sectors including financial services, public sector, retail e-commerce, travel & tourism, charity, media, telecoms pharmaceuticals and others. Clients include RBS, Emirates Airline, Cabinet Office, BBC, HSBC, IKEA, Pfizer, Orange, O2, Nokia, NCR, HP, the Scottish Government and Houses of Parliament among others.
Chris is also a recognised leader in the usability and user experience community in the UK. In 2005 he founded a new chapter of the Usability Professionals Association (UPA) and served as President of the Scottish Chapter of the UPA. He is the European Regional Coordinator for the UPA, and member of several related industry groups including the British Human-Computer Interaction Group (BHCIG), and the Computers and Human Interaction Group of the Association for Computing Machinery (ACM-SIGCHI). Chris is a Board Member for ScotlandIS, the ICT industry group representing Scotland.
His particular user experience interests include web accessibility, the application of Rich Internet Applications such as AJAX and Flex, remote usability testing, interactive TV, eye tracking and persuasion architecture.
An engaging and dynamic speaker, Chris is regularly invited to speak at industry events and has recently spoken at the UPA conference in the US, Internet World, and the Andicom conference in South America. He is a regular contributor to resources offline and online including the Econsultancy blog and the User Vision blog.
Chris holds a BSc. in Engineering Psychology from Tufts University and a MSc. in Ergonomics from the University of Michigan.
In his spare time Chris enjoys improving his Spanish, travelling and sport, particularly ultimate Frisbee.
; 0207 269 1470