Usability in the real world

March 23, 2014

Car park in Belgium: Elevator or toilets?




Car park in Belgium: Where am I parked?




More – Psychology of things book


See also: Web bloopers book




Layout options

March 23, 2014


When designing you generally have these layout options. Using any of these patterns often will have pros/cons and consequences on the flow and rest of the page design. Possible factors/pro-con considerations influencing your decision are:

  • real-estate  (and fold)
  • visibility/prominence
  • suitability
  • loss of orientation
  • convention versus intuition


Vertical layouts

Vertical tabs







CON: Everything is shown expanded resulting in information overload and clutter.
PRO: No sub-navigation is needed


Accordions   –  popular with mobile  (risks)

Anchor links –


  • Warning:

‘More details’ link (half-way accordion)


Horizontal layouts

Horizontal tabs

Row of links

Row of buttons




Other layouts

Rollover tooltip / toast message


Navigate to a different page

‘next’ button

Progressive menu (or expandable tree)  –  popular with mobile

Filters   (or row of toggles)

Swap content  (flip div)

A combination   –   e.g.

, expand an accordion, slider/carrousel, …  (for lightbox overlays that appear after a user clicks something)


Some things to note


  • Tabs can also look like buttons or large links
  • Re-use page templates  (see Consistency post)




































Further reading:


Axure annotations: show/hide call-outs or footnotes

January 30, 2014

In this article I briefly discuss the possibilities of annotating your designs, with the option of quickly removing annotations when you don’t want to show them in your deliverable.

Let’s face it: Axure doesn’t have an quick and clean way to annotate your wireframes. This can be a pain when you are using your designs for different purposes:

1) you want an annotated version of your designs for functional documentation,

2) but you also want a clean non-annotated version.


Annotation is typically done with call-outs or “numbers in bubbles”.

In Axure the standard way to annotate your wireframes is using footnotes. Unfortunately these footnotes are very small and can’t easily be customised.


Option A – temporary delete/move

Unfortunately there is no quick and easy way to publish an Axure without your call-outs.

The best I can suggest is to temporarily delete or move the call-outs off the screen before publishing. Repeat this for every page you want to publish without call-outs.

with call-outs


without call-outs

Option B – dynamic panels

There isn’t the ease like layers in Photoshop. Axure does have dynamic panels. These work a bit like layers as you can quickly show/hide/move them, even in your clickable demo. But to edit a layer’s content you have to click around a lot  (see demo switching back and forth between the annotation layer and the wireframe layer until the annotation is at the correct position.

If you go for the delete option, then you may also want to use the group feature of Axure. This way you can quickly select all call-outs at once (and then undo the change. Before you start, make sure to save your file as a different version, so that you don’t lose your original call-outs locations.

Option A or B?

I would go for either of these options, depending on the project. I usually just use custom annotations (option A) but then keep the call-outs in my click-demos. That’s because deleting them all just takes too much time. It might not be acceptable for all client presentation though.




Option C – footnotes

Other options like the built-in yellow Axure footnotes/annotations like this: cid:image005.png@01CE200F.E3F0F220  are advanced but unfortunately not easy to maintain. They are also hard to read.


Hope they improve this in the next Axure release!

Gathering feedback

November 26, 2013

Prioritizing fixes for conversion

August 9, 2013

PIE framework @ ++

  • Potential  (Heuristics, voice of customer)
  • How much potential is there for conversion rate lift on this testing opportunity?
  • Importance  (traffic volume, cost)
  • How important is this page? How many visitors will be impacted from the test? What is the traffic volume? What is the cost of the traffic? What is the quality of the traffic? What is the impact on ROI?
  • Ease  (Political, Technical)
  • How easy is it to test on the identified page? What are the barriers, both technical and political, to testing that surround this page



A poll @  gave:

  • SEO
  • Website and Landing Page Optimization:
  1. Reduce clutter
  2. Re-examine text on a page
  3. Re-evaluate form fields


  1. Value proposition  (competitive price-value, etc ?)
  2. Relevance   (what they exepceted)
  3. Clarity  (well-articulated value and CTA. Design, content, eyeflow. Content clarity ensures the images and text combine to minimize comprehension time.)
  4. Urgency  (offers and deadlines )
  5. see article




See also

Prioritizing Usability book/pie chart by Nielsen

Group prioritization with post-it notes

The KJ-Technique: A Group Process for Establishing Priorities

Sketchboards, wireflows, story maps and UX journeys

January 7, 2013

Sketchboards are popularised by Adaptive Path. Wireframes as a first step are too slow and detailed. The collaborative use of the sketchboard opens up the design process to everyone involved (all stakeholders including clients, visibility for management). Designers need a quick way to explore many different possibilities of the bigger picture, solo or in collaboration.

Related concepts

User flow –

Sketchboard – your starting point?  “inspirational material such as personas or requirements are used as a starting point to drive the conceptualization process”

Experience map – typically showing the full concept, official deliverable and usually not sketched

Canvas flow

Wireflow – mix between wireframes and user flow

Speech bubbles – used as a starting point per user, or showing the thought processes step-by-step for one particular user, these are annotation elements

Customer journey mapping

The process, coarsely speaking

Caution: first start with a high-level diagramatic flow (swimlane, flowchart, siteflow). Keep the micro-interactions ideas for your own analysis and to inspire yourself. Communicate to the outside what the system interactions will be (and what triggers one user to another) the get agreement on that first.

  1. Get out a big sheet of paper (2-3 meters) and stick it to the wall
  2. Use sticky notes to divide the sketchboard into broad topics like Design/User Personas or steps that your users will take (signup, log in, edit details, close account, etc).
  3. Use paper or the UX Sketchbook to start roughing out ideas or thoughts
  4. Stick them to the board  (DS: preferably everything is sticky and can be moved around)
  5. Move things around

From: Sketchboard before you wireframe – Treehouse Blog

The process, detailed steps


1. Gather the  inputs:

On the left side of the sheet (label it “Input” and optionally draw a dashed vertical line to separate it from the wireflows that sit on the right-side)

– sitemap

– scope items

– objectives

– add criteria  (requirements/user stories)  (

– users  (personas, facts)

– success metrics

2. Sketch, sketch, sketch

Start sketching on separate papers

  • Start with 6-up (A4 landscape) multi-page templates (a.k.a. thumbnail sketches) to explore one problem from different angles, or explore a possible flow  (example) (template)
  • – Focus first on quantity. Go right-brained. Your goal here is to come up with many different ideas or usability solutions without being too critical or pixel-perfect at this stage.
  • – stick them up on the board
  • – “take a step back and think about which one works best. Maybe [it’s a hybrid]. Do another thumbnail sketch if this is the case, then” go for the 1-up template.
  • – don’t use pencils, just scribble it out to not get perfectionist over the details

Then sketch full pages using this single-page template (1-up) to “zoom in” on a particular thumbnail idea with slightly more detail

  • – add headers, visual weight, functional elements
  • – remain sketchy, don’t overdo it on the fine detail

3. Start your sketchboard

  • Divide it into steps that your user will take or stages of user process  (these should be labeled big)

– “Once you’re happy with the position and grouping of your sketches, replace the Post-It headings with inked ones – a big chisel tip Sharpie works well (just make sure the ink doesn’t bleed through the brown paper and onto the wall!) ”

  • Roughly organise  your problems and constraints
  • Optionally add research findings, competitor examples and other inspiration libraries
  • Select, evaluate, discuss, critique, decide – collaborate!

4. Share and iterate

– take it to your team in a tube

– take (seperate) notes for feedback (not on the board)

– go back and add summarized changes as annotations to your board

“During the evaluation sessions, annotate your sketches, use Post-It notes, and amend or create new sketches as required to capture feedback, suggestions and corrections”
5. Start wireframing

– THEN make the wireframes and/or prototype on the computer

Learn more about the process

Sketchboard examples

Screen 00000

Sketchboard - priorities added



UX flow examples



$ Tools

– Drafting dots  (sticky)

– Mobile whiteboards  (lightweight, useful if you lack wall space) or large piece of cardboard

Examples Tip


Related articles

See also:

Types of deliverables WP post

Learn more  TIP videos

More videos @

Ideas, tools, alternatives

A.K.A. : Mindmap, wireflows, wiremaps, user flows, customer flow, user journey, concept maps, ux flow, ux flowchart, and sitemaps.

Prezi (ZUI) is a less linear, more free-form and animated way of telling a story. Alternatively, zoom in manually in powerpoint, or another way to easily navigate in a large canvas.

Story maps (hybrid between storyboard and UX map) @


UXpressia allows you to create digrams they call “Impact Maps”, starting with Personas. The fixed template allows you to add cards and connectors for the following stages: business goals > personas > impacts > deliverables > user stories

Collaborative design workshops



“For complex products, it’s helpful to understand the system at a high level, before anything gets fully designed, prototyped, or built. I like to call this method of flowcharting “wireflowing”. It’s a hybrid of traditional sitemaps, flowcharts, and wireframes. The benefit is that you can start to make UI-level decisions & establish consistent patterns quickly, while maintaining a relational understanding of how everything fits together.


Customer flows: design principles

[Seperate post]

More tips in dashboard design and information design (info visualisation), design for simplicity, etc.


The main focus should be a self-explanatory journey that can be easily shared.

  • Show where it starts (usually upper-left corner)
  • Provide focus, focal point (play with prominence)
  • Split it off into separate posters (don’t cram it all on one page).
  • Try a chronological left-to-right approach, showing the journey from start to end
  • Landscape usually works better than portrait (for both screen and wall viewing)


  • Avoid long arrows, too many arrows. Re-order the screens to fix this.
  • Use too many colours. Be consistent with colours.
  • Use too much text



See my GetPocket (wireflows)  + FB saves

UX journey mapping course @ Safari Books Online

Designing with SEO in mind

July 17, 2012


See periodic table and read