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Razorfish, Germany Case Study: Audi

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2 1. Schematics (wireframes) 2. Jumping Boxes 3. Right vs. Left Navigation

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3 Schematics Documents separate & independent Problem: Traceability Changes & updates inefficient Version control problematic

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4 Schematics Solution: Adobe GoLive Sitemap and schematics linked 1:1 Components = modular construction WebDAV server –concurrent work on schematics –remote access by client Cross Platform: PC and Mac; HTML Convergence of deliverables

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5 Schematics

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6 Disadvantages Site file grew to 30+ mb Unstable, crashed Sitemap tool is suboptimal Didnt get team buy-in Overall GoLive met our expectations, but is the wrong tool for the job Underscores need for an IA tool

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7 1. Schematics (wireframes) 2. Jumping Boxes 3. Right vs. Left Navigation

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8 Jumping Boxes Users surf with different window sizes Problem: Variable Browser Sizes One screen size Web design Right navigation must be visible

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9 Jumping Boxes Three page layouts offered – S, M, L from 640x480 to 1024x768 Automated Layout Fulfilled CI constraints Brand: Vorsprung durch Technik

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11 Jumping Boxes Disadvantages Technically difficult to implement Usability problems? Not needed for all page types A complex solution for a simple problem

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12 1. Schematics (wireframes) 2. Jumping Boxes 3. Right vs. Left Navigation

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13 Right vs. Left Navigation Right navigation = Audi as innovator Challenge: Competitive Difference Smoother interaction with scrollbar Greater focus on content Subjectively accepted by users

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14 Right vs. Left Navigation 2 prototypes: 1 left & 1 right navigation 64 users: 2 groups External Test: www.SirValuse.dewww.SirValuse.de Part 1 – Six tasks were timed Part 2 - Eye movement analysis Part 3 - Interviews

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15 Right vs. Left Navigation Time Tasks 12 3456 R L Significant Part 1 - Hypothesis

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16 Right vs. Left Navigation Time Tasks 12 3456 R L No Significance Part 1 - Results

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17 Right vs. Left Navigation Method: www.MediaAnalyzer.comwww.MediaAnalyzer.com User rapidly coordinate clicks with where they look Part 2 – Eye movement Hypothesis: right navigation > focus on content

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18 Right vs. Left Navigation Results: Stronger focus on content

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19 Right vs. Left Navigation Do you like the right navigation? Part 3 – Interview : |: | : ): ) : (: ( 7232

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20 Right vs. Left Navigation Normal methods with 25 participants Subsequent Usability Test Corroborated findings of first test No difficulties with a right navigation Positive subjective response Only 1 commented on right navigation

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21 Right vs. Left Navigation Conclusions Users are ambidextrous in terms of navigation position Consistency and learnability People expect that websites vary Interaction given by design and layout, not prior expectations (Affordance)

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Razorfish, Germany Thank You jim@razorfish.de

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