This nice blogger, Victoria Morehead of the optimization outfit Brooks Bell) designed an A/B test on their blog for a Cisco.com page. Their suggestion was to test the effectiveness of video (“A”) vs no video (“B”) vs segmented videos: http://www.brooksbell.com/blog/2012/03/id-test-that-determining-the-conversion-power-of-video-with-a-split-test
What we know about video already:
- Visitors who view videos stay longer, go deeper into the site, and return more frequently
- People who watch a video are in fact twice as likely to return
- People who watch a video are more likely to complete a “success event” such as a chat or downloading relevant information
- We use video interaction to help personalize some elements and behavior on your site journey
The blog points out some places where a good A/B test could reveal even more good data. You can bet we’re talking about running a test like this.
Tags: retention, usability, video, webexperience
You could say that I’m an early-adopter of new tech gadgets. That being said, I also continue to use older devices until I find a very good reason to upgrade to something more current.
Maybe that’s why I don’t own a mobile smartphone, because I’ve previously not had a compelling reason to retire my basic feature-phone. That is, until now.
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Tags: applications, Cisco GIST, Mobile Apps, usability, use case, video communication
We made some updates to the search experience on Cisco.com recently.
1. Created US Product/Part ID (PID) synonyms – Makes it much easier to find products by Product/Part ID by suggesting queries related to that PID. By the way, you guys do a lot of PID searches — this helps make them much better.
Example: Enter PID ‘10000-1p2-1ac’ and search will provide you the option of “You could also try this related product: “cisco 10008 router”
2. US spell checking – Improves your experience by suggesting other queries if the system detects a misspelling.
Example: Enter a misspelled keyword ‘routr’ and search will provide you a “Did you mean:” optional keyword ‘router’
3. Clickable synonyms – Improves your experience by suggesting other similar queries without automatically including them in the search results.
Example: Enter keyword ‘cisco acl’ and have clickable synonym options presented for alternate search results
4. Verb lemmatization – Wait, what? Oh, that’s the thing that provides results for variations of a word (install, installing, installed).
Example: Enter the term ‘install’ and search will also return results for ‘installing’ and ‘installed’
Tags: cisco.com, search, usability, webexperience
Over the last decade I’ve studied the practical applications of ethnographic research. I’ve performed detailed use-case analysis of requirements, and I frequently volunteer as a participant in the development of prototypes for applications that are hosted in the cloud.
Why did I choose to invest my own time in alpha tests and beta trials? To gain the first-hand knowledge of what it really means to create a user experience that is remarkable.
While I’m not a user experience designer, I’ve developed a keen sense of the personal productivity gains that can be achieved by software UI ease-of-use improvements.
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Tags: cloud services, collaboration, enterprise software, productivity, usability, use case
A curse of any project is that moment when you look at the objectives to be solved, and realise that the rules or resources seem too constrained for success.
But sometimes, those constraints — which are so vexing early on — can be a blessing in the end. A case in point is the new Series and Model pages we’ve recently updated on Cisco.com. Originally, we had all kinds of grand ideas for how these pages should be transformed. But then we looked at the underlying systems that create the pages, and realised the grand ideas would be expensive to implement and time-consuming to maintain.
So, we dropped back. We asked ourselves: “What is it we’re really trying to accomplish for customers with this update?” Some of the answers were very simple:
- Make the most important information quickly available (by putting it at the top of the pages)
- Highlight product comparisons, where they’re available
- Make the pages easier to scan visually
- Make the fonts bigger so things are easy to read
- Make basic spec information quicker to read
We realised we could do all of those things without an expensive rewrite of the underlying system. So, instead of a massive engineering project, we focused instead on new content standards and some CSS tune-up work.
You can see the result of items 1 and 2 and some of 3 above on all 7,000+ series and model pages. And, we’re beginning to roll out updates that address items 3-5 (making things easier to scan and read). Here’s an example from the Cisco Catalyst 2960 Switch series:
The simple changes we made with links to comparisons, embbeding spec tables, using bigger fonts and creating streamlined layouts were focused on things we knew customers needed in their daily use of the pages. Constraints in the underlying system, it turned out, were a blessing because the constraints made us focus on those few things.
You can see additional examples of the updated layouts on these pages:
Tags: cisco.com, product pages, products, usability, webexperience