About the course
Providing a user-friendly website is essential for success online. A great user experience on a website dramatically increases the likelihood of your site visitors staying on your site, learning about your offering and engaging with your brand. This applies to all types of websites, including government services, publishing, B2B, financial services, telecoms or retail e-commerce where conversion rates and revenues are directly impacted by a site’s usability. As more day to day services and shopping become available through the web, people will naturally migrate to easier to use sites.
At each stage of the user journey the interface and interaction design must persuasively meet customer expectations, and this course will demonstrate the best practice principles for online usability and user experience. This course provides a comprehensive overview of the user-centred design process, together with the principles which can be applied to examine and improve your current site content, functionality and visual design. You'll examine all areas where user experience is critical, including navigation, page layout, forms and error messages, as well as the impact on checkouts and conversion for commercial sites. We include dozens of powerful examples from websites in the Middle East, Europe and North America to demonstrate the most successful and persuasive interface and interaction designs based on user experience principles.
We will help you understand the commercial and brand benefits of usability, the relevant standards (e.g. ISO 13407) and how to overcome common barriers to implementing a user centred design for the your website. We will look in detail at user experience best practice principles for the design of navigation (including card sorting techniques), homepages, page layout, forms and error messages, and how usability is involved in merchandising, checkout and persuasion architecture.
Working through the usability lifecycle, you'll learn about practical methods including persona and scenario creation, rapid prototyping, creating usability metrics, and usability testing. The course is highly interactive, with hands-on exercises including card sorting for the development of navigation, and applying informal usability assessment methods to example sites.
Who should attend?
This does not require a technical background and is appropriate for all sectors, including e-commerce, travel, government, publishing, utilities and professional services. Anyone involved in building, managing or commissioning websites who wants to gain a better understanding of user experience principles will benefit, including:
- Digital marketing managers
- Customer experience managers
- Ecommerce managers
- Web designers
- Usability specialists
- Heads of IT teams
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?
What is usability?
Attendees will learn best-practice user experience design principles applied by today's most successful organisations online. Drawing on examples from websites in the Middle East, Europe and North America we will cover all stages in the user journey.
The course covers:
- E-commerce: Survival of the Easiest
- Usability Principles and Examples
- Information Architecture
- Site Search Engines
- Merchandising & Promotions
- Rich Internet Applications
- Usability Activities that can be applied during development
- Setting user experience metrics
- User profiling & persona development
- Prototyping and iterative design
- Usability assessments
- Usability testing
- Measuring the effect of improved user experience
; +44 (0)20 7269 1450