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Steve Krug Built Environments on the Web Dartmouth College October 30, 2002 Everything I Know about Web Navigation I Learned by Running a Yard Sale.

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Presentation on theme: "Steve Krug Built Environments on the Web Dartmouth College October 30, 2002 Everything I Know about Web Navigation I Learned by Running a Yard Sale."— Presentation transcript:

1 Steve Krug Built Environments on the Web Dartmouth College October 30, 2002 Everything I Know about Web Navigation I Learned by Running a Yard Sale

2 Who is this guy, anyway  Steve Krug (steev kroog) (noun) 1. Resident of Brookline, MA 2. Usability consultant 3. Husband, father  Advanced Common Sense  Me and a few well-placed mirrors  Corporate motto: “It’s not rocket surgery™”

3 What I do all day  Expert usability reviews  Teach workshops  Occasional testing  Mostly “neighbor testing”

4 About me and presentations  I have a method  Think about what I want to say  Make notes over coffee  Lose notes  Rewrite same notes  Have some “new” thoughts, make “new” notes  Shortly before the “day of”, look for notes  Rewrite same notes  Gather illos and screenshots from all over  Stir well  Today is even more improvisational than usual

5 Today’s Usability Example

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12 Compared notes in the elevator  “You can’t stay here without having that problem”  Some kind of initiation ritual

13 How did I get here?  Sarah asked  …nicely

14 But then…  …she told me there was a theme.  Like Beat the Clock  “By the way, you have to do it…under water”  “Built Environments on the Web”  I hate speaking to a theme  Dirty little secret  There aren’t that many things I’m interested in

15 So I started to think, “Trask, radio. Trask, radio.” “This is Forbes.... It's just your basic article about how you were looking to expand into broadcasting. Now the same day... I'm reading page six of the Post, and there's this item on Bobby Stein the radio talk show guy.... He's hosting this charity auction that night--real blue bloods. Now I turn the page to Suzy who does the society stuff and there's this picture of your daughter... and she's helping to organize the charity ball. So I started to think, ‘Trask, radio. Trask, radio.’ And then I hooked up with Jack, and he came on board with Metro. And so now, here we are.” Melanie Griffith in Working Girl

16 I’d been meaning to write an article  We’ve had three yard sales in past 5 years  Division of labor  Melanie deals with the crowd  She’s a people person  I do signage  Don’t ask what this says about me  My responsibility is to get people to the goods  “Bodies in the tent”  Web sites are publishing/show biz

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28 Points to Ponder  You have to lead them by the hand  Web: It’s not the number of clicks, it’s the confidence level that you’re [still] headed in the right direction  Big, bold arrows instill confidence

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31 Points to Ponder  Know what can be read at the given distance, speed  Walking (bulletin boards, trees by sidewalks)  Pausing (intersections)  Driving  Residential street  Parkway (huge sign)  Web: Subtle doesn’t work

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35 Points to Ponder  Get them when/where they’re able/ready to read  Jared calls it “interruptibility” (or something)  Don’t cross-sell on the first page of your checkout process

36 Points to Ponder  Know what will emerge from the clutter around it  Trees  Other signs

37 Points to Ponder  You need to test  Test from the “user”’s point of view  Get in the car or stand in the road  Just looking from the curb won’t do  You’ll often be fooled  Same reason why you need to do user testing of a site  Live tests of different colors, sizes, amounts of text  Amazon does lots of live trials

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39 Points to Ponder  Know what info people need to decide to follow the arrows  Date (happening now, or come back later, or over)  Contents  Suggest the goods you have  “Yard Sale” may do it  “Estate Sale” means something different  “Multi-family Yard Sale”  Toys, Furniture  Other questions they have in mind  “Helen’s not moving”  Make it human, engaging, distinctive  Web: Know what info they need to decide to click the link

40 Points to Ponder  It’s all about compromise  Legacy data

41 My definition of “legacy data”

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49 Anonymous flames go to…

50 © 2002 Steve Krug Any use of this material without the express consent of the New York Yankees and Major League Baseball is prohibited

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