Technology & Your Leasing Sta ff An NJAA Educational Seminar, - - PowerPoint PPT Presentation

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Technology & Your Leasing Sta ff An NJAA Educational Seminar, - - PowerPoint PPT Presentation

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Technology & Your Leasing Sta ff An NJAA Educational Seminar, January 30 th , 2014 Presented By: Dave Luciano, UX Designer, On-Site.com Agenda About Me What is User Experience? Usability Guidelines

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Technology & Your Leasing Staff

An NJAA Educational Seminar, January 30th, 2014 Presented By: Dave Luciano, UX Designer, On-Site.com

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Agenda

  • About ¡Me ¡
  • What ¡is ¡User ¡Experience? ¡
  • Usability ¡Guidelines ¡
  • Break ¡
  • User ¡Tes=ng ¡

– Click ¡Test ¡Ac=vity ¡

  • What ¡we ¡can ¡learn ¡from ¡other ¡NJ ¡property ¡

websites ¡

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About ¡Me ¡

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Dave Luciano

User ¡Experience ¡Designer ¡

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  • Marlton
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How ¡about ¡you ¡ guys? ¡

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Sooooooo… ¡ User ¡Experience? ¡ ¡

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User Experience = UX

“User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”

  • Nielsen Norman Group

http://www.nngroup.com/articles/definition-user-experience/

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How ¡do ¡we ¡use ¡these ¡ disciplines ¡to ¡create ¡ be=er ¡experiences? ¡

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We watch the user!

study

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Very Simple Low Touch Highly Immersive

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Analytics

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Click Tests

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Usability Testing

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Contextual Ethnography

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Why?

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Making products for the web is hard work.

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We all suffer from the Malkovich Bias. The tendency to believe that everyone uses the web like we do.

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Okay, but how is this relevant to you?

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A few reasons:

  • You buy web software.
  • You make your staff use web software.
  • More importantly, you ask your

renters to use that web software.

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Top 5 Websites, US

Source: Alexa.com

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Great Experience Must:

Delight Get out of the way Improve the process

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My Goal Today:

Give you a critical eye to better judge the user experience value of web software you’re purchasing.

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Let’s talk about this guy:

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1995

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Visibility ¡of ¡the ¡ system ¡status.

  • Essentially, tell users what’s happening,

when they need to know what’s happening.

  • Example:
  • Inform renters of the end to end

application process… no black box!

  • Let them know how their

maintenance request is doing.

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Match ¡between ¡ system ¡and ¡the ¡real ¡ world.

  • Speak the language of the user. In other

words, avoid jargon!

  • Example:
  • “Guest card”, “revenue management”,

“Yardi”, “lease addenda”, “rentable items”.

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User ¡control ¡and ¡ freedom.

  • Give the user the steering wheel. Don’t

block them from taking an action they may want to take (unless it’s by design,

  • f course).
  • Example:
  • Renters shouldn’t have to fill out an

entirely new online application if they made one typo.

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Consistency ¡and ¡ standards.

  • Use one name when referring to things.

Be consistent with your language.

  • Example:
  • Avoid using both:
  • Apartment & Unit
  • Community & Property
  • Tenant & Renter
  • Pick one as the standard, and keep

consistent.

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Error ¡prevenDon.

  • Stop users from doing something they

shouldn’t do.

  • Example:
  • A birthday is required for screening
  • applicants. Don’t let them submit an
  • nline application without it.
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How I got fired from

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RecogniDon ¡rather ¡ than ¡recall.

  • Make users select from a set of options,

rather than making them try to think of the option they need.

  • Example:
  • On your online application, avoid free

response questions. Ask specific questions, with set answers.

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Flexibility ¡and ¡ efficiency ¡of ¡use.

  • Keep two users in mind: new, novice

users, and experienced power users. Design for both.

  • Example:
  • Leasing agents have varying years of

experience.

  • Allowing for bulk actions is a great

“power user” function.

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AestheDc ¡and ¡ minimalisDc ¡design.

  • Don’t include irrelevant information. Be

short, sweet, and to the point, in both your language and your design.

  • Example:
  • I’ll have some gaudy property

websites to share later…

  • (Don’t worry—none of yours! J)
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Help ¡users ¡recognize, ¡ diagnose, ¡and ¡recover ¡ from ¡errors.

  • Don’t leave users in a lurch!
  • Example:
  • If the user did not type their phone

number on the online app properly, tell them how to format it.

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Help ¡and ¡ documentaDon.

  • Does what it says on the tin. Provide help

and FAQ’s.

  • Example:
  • To carry on with the black box

example from earlier, document your leasing process and provide that to your prospective renters.

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Phew.

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Break time?

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Very Simple Low Touch Highly Immersive

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Let’s validate an idea!

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Flight Check-in!

Eagle Air Beagle Air

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Go to: uxmachine.com/njaa

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10 seconds remaining

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Phones away!

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The Experiences

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Beagle Air

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Eagle Air

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The Test

  • We ran this test a week prior.
  • Gathered 200+ responses.
  • 50/50 split between male and female.
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87% completion 22s 57% completion 10s 70% completion 8s

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82% completion 10s 99% completion 4s 100% completion 4s

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Results

Eagle Air 81% success ~16 seconds Beagle Air 35% success ~34 seconds

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Test #1 - Corsa

Click Test Scenario:

You're looking for an apartment, and you find a community you'd like to live at. Fill out a rental application.

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Average Completion:

23s

Success Rate:

48%

Success Rate:

72%

(Counting Pre-Qual Button)

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Test #2 – Corsa

(Modified) Click Test Scenario:

You're looking for an apartment, and you find a community you'd like to live at. Fill out a rental application.

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Average Completion:

20s (-3s)

Success Rate:

80% (+32%)

Success Rate:

92% (+20%)

(Counting Pre-Qual + App FAQ’s)

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What did we learn?

  • Making small changes can make a big

difference.

  • We can easily quantify improvement after

establishing a baseline.

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What’s next?

  • Two paths:

– Continue iterating. – Say we’re happy with 80%.

  • 80% is pretty high.
  • We’d probably need to start drastically

changing the design to get better.

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Test #3 - Corsa

Five Second Test Scenario:

You're looking for an apartment, and you find a community you'd like to live at. Look at the community information.

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Wait—what? A five second test?

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Very Simple Low Touch Highly Immersive

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What was the community’s name?

1. Not sure 2. don’t kow

3. Woodland Springs

4. don’t know 5. Corsa 6. Corsa

7. woodland springs?

8. Sorry didn’t see one 9. Corsa 10.

  • 11.

dont know 12. corsa

  • 13. Woodland Springs

14. Cant tell 15. Coursa 16.

  • Some Russian Phrase –
  • 17. Woodland Springs

18. ? 19. Corsa 20. ? 21. Corsa

  • 22. Wood …
  • 23. Woodland Springs

24. No idea

  • 25. Something springs?
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What was the community’s name?

  • 5 got it right – 20%
  • 2 got it partially – 8%
  • Let’s call that a 28% success rate
  • 7 thought it was named a variation of

“Corsa” – 28%

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Test #4 – Corsa

(Modified) Five Second Test Scenario:

You're looking for an apartment, and you find a community you'd like to live at. Look at the community information.

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What was the community’s name?

  • 8 got it right – 32% (+12%)
  • 4 got it partially – 16% (+8%)
  • Let’s call that a 48% (+20%) success rate
  • 0 thought it was named a variation of

“Corsa” – 0% (-28%)

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What did we learn?

  • Again, making small changes can make a

difference.

  • In this case, it wasn’t so big.
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What’s next?

  • Continue iterating—not happy with only

48% success!

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http://www.usabilityhub.com

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Other NJ Properties

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Responsive Design vs. Native App

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Guideline:

Go for responsively designed websites, instead of a native app… and make sure you’re doing mobile! Responsive will work everywhere, no matter iPhone, Android, Surface tablet, etc.

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Mobile… why?

10% 75% 275%

Desktop Tablet Mobile

(That’s why.)

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Guideline:

Avoid stock/filler photography. Instead, fill your website with professional property and unit photos—the actual product that you’re selling.

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Guideline:

Put the focus on the property. Your prospective renters are looking for a place to live, not for a management company.

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“Conversion Rate”

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Guideline:

Remove roadblocks in front of desired actions. In other words, make it was easy as possible to apply online, or fill out a contact form. Don’t ask for unnecessary information.

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Reading on the Web

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Chance of Users Leaving

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Guideline:

Have a strong call to action. You have a few seconds to grab a user’s attention, and very few words to establish value.

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Guideline:

Kill your PDFs… mostly. Don’t let PDFs serve as the source of

  • information. Let them act as a

supplemental print-ready source that supports information that exists on the website already.

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Guideline:

Use at least 12 point font, and let your design have to ability to manually have that increased. Web citizens are aging. We’ll all be thankful for larger fonts soon enough.

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Great Experience Must:

Delight Get out of the way Improve the process

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Thank you!

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Further Reading

  • Don’t Make Me Think Highly recommended!
  • By Steve Krug
  • Design Of Everyday Things
  • By Don Norman
  • Emotional Design
  • By Don Norman
  • http://www.nngroup.com/
  • Jakob Nielsen’s usability website. See “Articles”
  • Coursera.org: Human-Computer Interaction
  • A free, 9 week course on UX.