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hi!

                               I’d like to tell
                               you why i think
                               that photos are


Usability of web photos
                               the unsung heroes
                               of user experience
                               design




James Chudley @chudders   UXCambridge & FOWD

                                                    1
Who the hell am I and why am I qualified to talk about this?




                                                      i’m a ux director
                                                      at cxpartners.

                                                      i spend my time
                                                      understanding
                                                      how people do
                                                      things and then
                                                      designing stuff
                                                      that works for
                                                      them.




                                                                          2
Who the hell am I and why am I qualified to talk about this?




                                                      i’m also a
                                                      photographer.

                                                      i absolutely love
                                                      taking photos.

                                                      because of this i
                                                      pay particular
                                                      attention to the
                                                      photos i see being
                                                      used in my design
                                                      projects.




                                                                           3
My blog
          .co.uk




                   i blog at
                   photoux.co.uk.
                   This is a
                   collection of
                   thoughts,
                   examples and
                   ideas that relate
                   to photos and
                   user experience
                   design.




                                       4
Who the hell am I and why am I qualified to talk about this?




           i wrote ‘Smashing
           ux design’ with my
           colleague
           @jesmond.

           Ch.26 gives an
           overview on typical
           user and business
           requirements from
           web photos.

           check it out on
           amazon - http://
           amzn.to/GX8rBI




                                                               5
BIG announcement - Usability of web photos eBook




i’m also writing
an ebook on
exactly this
topic!

keep your eyes
peeled for it in
the new year!




http://www.fivesimplesteps.com/pages/pocket-guides

                                                     6
#PHOTOUX
@chudders
            please use these
            to connect on
            twitter.




                               7
Who are you?!

                                       UX’ers?
                                                 All of the above?
                         Developers?


                                                          Photographers?




                Designers?

                                                   who are you?!




                                                                     8
My mission for the next 60 minutes




      “to  change the way
        you think about
        web photos ”                 i’m going to do
                                     this by showing
                                     you some
                                     examples which
                                     demonstrate
                                     just how
                                     important
                                     photos are.

                                     i’m also going to
                                     share a new
                                     framework to
                                     use to evaluate
                                     web photos.


                                                         9
It all started with meals on wheels




                           key user anxieties
                           were whether the
                           food would arrive
                           and who would
                           deliver it to their
                           elderly parents.

                           these photos
                           helped to
                           reassure the
                           users.

                                                 Photos from http://www.wiltshirefarmfoods.com/   10
a photo is
designed.

it is taken in
such a way to
create a certain
response from
the viewer.




                   11
SIMPLE PHOTO - COMPLICATED STORY




                                   let’s pull this
                                   photo apart and
                                   consider it from
                                   the perspective
                                   of the
                                   photographer,
                                   the user and the
                                   client.




                                                         12
                                           http://www.ikea.co.uk
the photographer
                                                                                          has made
                                                                                          deliberate
                                                                                          decisions that
                                                                                          have resulted in
                                                                                          the result they
                                                                                          wanted.




                        Shoot wide to convey Control shutter to blur        Dynamism &          Use directional light to
                               space                 water                   movement                add impact



                                                 Location choice -        Compose to only        Use flash to enable
 Wet floor acts as a     Use white wall on left
                                               urban, aspirational, on    include relevant       use of fast shutter
      reflector              as reflector
                                                       brand                   objects                 speed

Ensure colour remains
                         Blow sky to render        Dress image as        Use lines on floor to     Shoot at eyeline to
   punchy to draw
                              neutral               appropriate             guide the eye        connect with people
      attention                                                                                                 13
Convey the           Demonstrate                             Educate & help
                                                                 Entertain
                          benefits               usage                                 understanding




      Shock            Illustrate a point    Set expectations    Persuade              Get a reaction




                                                                Demonstrate                Show
   Create desire       Sell & cross sell      Show quality
                                                                  features              uniqueness
                                                                               the business
                                                                               stakeholder has
                                                                               their own
                                                                               objectives for the
                                                                               photo and what
Show scale & what’s                          Communicate a        Convey       they want Support
                                                                                          it to
                         Give context
     included                                  proposition       a lifestyle   achieve.  the brand
                                                                               this is deliberate
                                                                               because if the
                                                                               image has to
                                                                               contribute to the
                                                  Convey          Convey       objectives of emotional
                                                                                     Create an the
      Inspire         Show accessories                                         business.
                                                intangibles      personality             response




  Quality & trust     Demonstrate value     Imagine ownership   Show details        Improve perception
                                                                                                  14
Is this what         Can I imagine myself
                      Does it look good?                                                           How does it work?
                                                  I want/ need?                 there?




                                                                                                   What does it come
Will it match ‘x’?     Is it right for me?    Will it be right for ‘x’         Will it fit?
                                                                                                         with?




  Entertain me!          Where is it?            What do I get?          Have I got one like it?   How is it different?



                                                                                        the user has their
                                                                                        own goals and tasks
    Am I in the          What will the       Does it look like value         Can I imagine the photo can
                                                                                        that       Does it look
   right place?       experience be like?        for money?                    owning ithelp with.   like fun?
                                                                                         we come to websites
                                                                                         with many
                                                                                         unanswered
                                                                                         questions that
                                                                                         photos can help to to
                                             Has it got that feature I     Is it what I would       Help me
Is it good quality?    Do I trust them?                                                  address.
                                                      need?               expect from them?           understand it
                                                                                         remember how hard
                                                                                         reading is online,
                                                                                         photo’s are easy to
                                                                                         consume in a short
                                                                         Where will I be period of time.
                                                                                         sitting/
                                                   Does it look                                    Will there be people
    Is it safe?           Do I like it?                                    staying/ watching
                                                  comfortable?                                        like me there?
                                                                                 from?
                                                                                                                 15
Why does the UX community ignore photos?




         THIS IS WEIRD
                                           ux’ers spend so much
                                           time understanding
                                           users and the clients
                                           requirements and
                                           ignore photos.

                                           this is weird.

                                           why do we ignore
                                           photos when they
                                           clearly have such an
                                           effect upon how
                                           people behave?


                                                                   16
Am I on my own here?




          IS IT JUST ME?
                       i asked my colleagues
                       whether they were
                       seeing issues in their
                       own research around
                       photos.

                       they all were.

                       it was at this point
                       that i started to
                       look into it and to
                       collect some stories.


                                                17
Where are all the guidelines?!




                                 i went online to try
                                 and find some
                                 guidance around
                                 photos in ux terms
                                 and found very
                                 little.

                                 is it any wonder that
                                 the usability of web
                                 photos is often so
                                 poor?!



                                                         18
So why are photos important?




                               let’s look at why
                               photos are so
                               important.
There are quite a few of them online!




                                                                  i would wager that
                                                                  during the majority
                                                                  of web visits people
                                                                  encounter photos in
                                                                  one format or
                                                                  another.

                                                                  we all carry cameras
                                                                  now and it has never
                                                                  been easier to publish
                                                                  and share photos
                                                                  online.


                                        http://mashable.com/2011/02/14/facebook-photo-infographic/   20
We are programmed to notice faces and emotions




                                             as humans we just
                                             cant ignore photos.

                                             photos of people
                                             will always attract
                                             our attention. we
                                             have a area of our
                                             brains that is
                                             dedicated to
                                             recognising faces.

                                             this site draws
                                             attention to the
                                             copy because of
                                             where the athlete is
                                             looking.


                                                 http://www.nikewomen.com   21
Reading is hard & we are lazy




                                we all know how
                                hard it can be to
                                read online.

                                we scan things to
                                decide what we want
                                to look at.

                                consider twitter.
                                you prioritise
                                reading tweets from
                                the people you like.

                                you do this by
                                scanning their
                                photos.


                                        https://twitter.com/   22
Observations from the front line




                                   i’ve seen loads of
                                   examples of where
                                   photos have led to
                                   good and bad user
                                   experiences.

                                   here are a few
                                   examples.




                                                        23
Helping with a complicated purchase




                                      photos can be really
                                      helpful when
                                      products are known
                                      by many different
                                      names.

                                      consider stroller,
                                      pram, pushchair,
                                      buggy etc!

                                      photos are also
                                      useful when
                                      considering practical
                                      questions such as
                                      will it fit into my
                                      boot!


                                                              24
Dangers of using stock




                         stock photos like
                         these can cause
                         problems because
                         people find it hard
                         to empathise with
                         them.

                         often they don’t
                         look like ‘real’
                         people.

                         prospective
                         students wanted the
                         photos to show
                         them what life was
                         like at university and
                         these didn’t help.



                                                  25
This is better




                 you can see the
                 difference here.

                 real people doing
                 real things.




                                     26
What messages are your website photos giving your users?




                                               consider this photo.

                                               a lone woman has
                                               broken down on a
                                               rural road and its
                                               getting dark.

                                               they use
                                               photography
                                               cleverly to map to
                                               our anxieties.




                                                                      27
Photos generally fit into one of two types
Photos are generally either useful




                                     content photos
                                     are useful.

                                     they help us in
                                     some way.

                                     they also typically
                                     help the needs and
                                     goals of the
                                     business too.




                                          http://www.evanscycles.com   29
Or not!




                filler photos are
                often used to fill
                a space, to break
                up text or to
                ‘cheer a page up’.

                they generally
                don’t have a
                purpose other
                than to add visual
                appeal.




          http://www.b2bcompliance.org.uk/   30
These make me sad
                    stock photos such
                    as these are so
                    prolific on the web
                    because good
                    photography is
                    generally
                    expensive and hard
                    to get hold of.

                    not all stock is
                    bad though, often
                    people don’t think
                    about the impact of
                    the photos they
                    choose.




                    http://www.superstock.com/   31
some examples of photos being heroes and villains




                                        lets look at some
                                        more examples.
Support the primary task




                           when people are
                           looking to move
                           they want to be
                           able to imagine
                           living in that
                           property.

                           large photos help
                           with that.

                           photos also show
                           features such as
                           drainpipes in the
                           living room! ; )




                             http://www.foxtons.co.uk   33
What shape is this mirror?




                                                                             the mirror is
                                                                             round but looks
                                                                             oval because its
                                                                             been shot at an
                                                                             angle.

                                                                             users use photos
                                                                             to check they are
                                                                             buying the right
                                                                             thing, but when
                                                                             the photos lie it
                                                                             all falls apart!



                             http://www.marksandspencer.com/Marks-and-Spencer-Flower-Design/dp/B001BFN4DS   34
To convey the intangibles




                                     buffalo use photos
                                     brilliantly to
                                     convey intangible
                                     qualities such as
                                     heritage, quality,
                                     craftsmanship and
                                     expertise.




                            http://www.buffalosystems.co.uk/about/   35
Show me the benefits




                       photos like this
                       enable the
                       customer to
                       instantly
                       understand the
                       benefits of a
                       particular product.




                          http://www.joby.com   36
Credibility




              the photo of david
              attenborough
              meant that users
              trusted this site
              and thought of it
              as a valuable
              resource.

              despite having
              never heard of it
              before.


                 http://www.arkive.co.uk   37
To show you how




                  this site uses
                  photos to guide
                  you through a
                  process.

                  you can check at
                  every stage that
                  you are doing it
                  properly.




                       http://www.ifixit.com   38
Humanising technology




                        photos of people
                        are a good way to
                        bring a intangible
                        product such as
                        ‘technology’ to
                        life.

                        we often associate
                        the perceived
                        personalities of
                        those working for
                        a brand, to the
                        brand.


                           https://sumall.com/about   39
Consistency




                      vs

              look at the
              difference that a
              consistent
              photographic style
              makes.

              the john lewis
              example focusses
              attention on the
              product.

              brands are often
              recognisable from
              their photographic
              style alone such as
              howies.

                                    http://www.johnlewis.com http://www.ebay.co.uk   40
Let me look at it in detail




                              zoom options that
                              keep a photo of the
                              original image while
                              one zooms help
                              users to orientate
                              themselves.




                                 http://www.mothercare.com   41
Strategic use to help to sell     the role of photos
                                  changes at
                                  different points of
                                  the site.

                                  homepages and
                                  section pages are
                                  about emotion
                                  whereas product
                                  pages are all about
                                  the hard sell.




            Emotional           Rational

                                     http://www.boden.co.uk   42
Don’t forget




               just a reminder.

               when it comes to
               thinking about
               photos when
               designing
               interfaces we do
               this!

               bonkers isn’t it!




                                   43
What QUALITIES DOES A USABLE PHOTO HAVE?




                                           so what makes a
                                           photo usable and
                                           can we identify
                                           some unique
                                           qualities that we
                                           can look out for?
pathos
                     (EMOTION)
                                   logos
    ethos                        (practical)
(CREDIBILITY)

aristotle came up
with the idea of
rhetoric.

he said that a
persuasive
argument must be
logical, come from
a credible source
and have an
emotional impact.

we can use this to
evaluate photos
because they
communicate
messages.




                                               45
Rational appeal (LOGOS)                             Emotional appeal (PATHOS)

 Will it match ‘x’?     Will it fit?                  Does it look good?

 Is it right for me?     Is this what I need?        Will the experience be good?

 Where is it?            Will it be right for ‘x’    Entertain me!

 What do I get?          Is it good quality?         Do I want it?

 How does it work?       Is it safe?                 Does it look like fun?




Reputation/ brand appeal (ETHOS)

 Does it fit with the brand?
                                                                              these are the
 What qualities do I assume it has                                            sorts of user
                                                                              questions that fit
 These guys know what they are doing                                          into this
                                                                              framework.

 If they made it it must be good


                                                                                                   46
consider how usable these photos are




                                       how usable are
                                       these?

                                       use the framework
                                       to find out!
Framework for evaluating web photos



1. Photo fundamentals

2. effectiveness


   Rational appeal (LOGOS)


   Emotional appeal (PATHOS)

   Reputation/ brand appeal (ETHOS)


3. Message communicated
                                      i’ll publish the
                                      final evaluation
4. anticipated user response          framework in my
                                      book




                                                         48
Framework for evaluating web photos

1. Photo fundamentals - focus, composition, size, exposure, quality, crop



2. effectiveness


Rational appeal (LOGOS) - useful?, helpful?, constructive?, instructional?


Emotional appeal (PATHOS) - do i want it?, entertaining, aesthetically pleasing


Reputation/ brand appeal (ETHOS) - appropriate?, match the brand?, Believable?


                                                                here is the
                                                                framework as it
3. Message communicated                                         currently stands.

                                                                its work in
 what is it saying to you?
                                                                progress and if you
                                                                use it do let me
                                                                know how you get
                                                                on. (@chudders)
4. anticipated user response

 change behaviour, decision making, sharing, change opinion, create desire




                                                                                      49
how usable do you think they are now?




                                        so having applied
                                        the framework
                                        how usable are
                                        they now?
so how do photos get created and selected?




                                             http://www.superstock.com/
Photographers problems


                          offline vs
                           online




       cost                                digital is the
                                          poor relation



                                          photographers
                                          work under
                                          specific
                         brief based on   constraints which
                                          often means that
                          campaign idea   digital is the poor
                           not on user    relation to
                                          offline media.
                             needs


                                              http://alistairhood.com   52
Designers problems


                          No access to
                          photographer




                                                     Lack of
lack of assets
                                                    landscape
                                                    orientated
                                                      shots


                                                  digital designers
                                                  often have so few
                                                  photos to work
                                                  with.
        retouching time      Lack of guidelines   good photos are
                                                  hard to find and
                                                  can be expensive.


                                                                      53
let’s push things forward




                            so what can we do
                            to improve the
                            usability of online
                            photos?
Annotate your wireframes




                           we can annotate
                           our wireframes to
                           convey the job of
                           the photo to our
                           designers.




                                               55
Drop photos into wireframes




                              add
                              representative
                              photos to
                              wireframes,
                              particularly for
                              user testing.

                              it adds an extra
                              level of depth to
                              user feedback.



                                                  56
Back off




           be careful though.

           ux’ers have a
           chequered past
           when it comes to
           land grabs when
           working with
           designers.

           we should share
           our insights from
           user research and
           not be actually
           choosing final
           photos.

           art directors and
           designers are far
           better than us at
           that!


                                57
Using photos to tell stories to get empathy




                                              photos are a great
                                              way to tell stories.

                                              we wanted people to
                                              understand what it
                                              was like to be
                                              flooded.

                                              flood victims sent
                                              us their photos and
                                              we interviewed them
                                              about the
                                              experience.

                                              we used soundslides
                                              to pull this all
                                              together into a very
                                              compelling result.


                                                                     58
Talk to your designers




                         a simple way to
                         influence the
                         choice of photos
                         is to chat to
                         your designers.

                         they dont all
                         bite.

                         tell them what
                         impact photos had
                         in your user
                         research.

                         let them know
                         what job the
                         photos need to
                         do.

                         finding photos is
                         hard so your
                         insight will help
                         them to pick and
                         choose.


                                             59
Talk about them in your reports




                                  make sure you
                                  highlight the
                                  usability issue
                                  caused by photos
                                  within your
                                  usability
                                  reports.




                                                 60
Use real people in your personas




                    belind a
         bus in ess                      ccess
                                    on su mak
                                                       we should be
                                                       careful when we
                             cussed     to             use photos in
                                   “i’m fo er it takes our own internal

                                      hatev
                                                       deliverables such
                                   w                   as personas.

                                    ca reer”      the job of a f a ma
                                                             o
                                                                      j
                                                     or v p or
                                                  persona profile ks ha
                                                seni
                                         da  is the any. She people ols
                                                        is to help w
                                    bren al comp theempathise with
                                                        to          r fo
                                                                ffethey
                                                            su
                                    nation d doesn’t designing
                                                             people
                                                        are
                                    hard   an           for.

                                               ta sk s athe :photos must
                                                         re
                                     he r key                            s
                                                                recast
                                                        then be of people
                                                              o
                                                     ales fusers of a
                                                        that look like
                                                   s real
                                     - ch ecking        product or
                                                        orts
                                                        service.
                                                     ep
                                      - run  ning r
                                                   t argets
                                      - se  tting
                                                                           61
See the difference it makes


                                            you can see the
                                            difference it
                                            makes when you
                                            use photos of real
                                            people.

                                            we recently took

                                                  d te
                                            photos of users


                                        e re tire
                                            after user testing


                                    r th
                                            sessions.


                              p ete         they met the
                                            clients
                                                   make
                                                to
                                            recruitment
                                                 t
                                          “i wan irement”
                                            profile so seemed
                                            like perfect
                                          m  y re t
                                            candidates for
                                            personas.   i          t
                                                        b een re l
                                            it er has aboutsfu
                                               only took
                                            t
                                          pe2 minutes tocces
                                             t     a su shoot
                                               er after user
                                          afthem r
                                          teache
                                            testing.

                                            please make sures are:
                                                           k
                                            you have the s
                                                  ey ta
                                            er k
                                           hnecessary
                                            permissions from ing t
                                                           nd
                                                  to rsta
                                            them dedo this if
                                           - un
                                            you want to try it
                                                                     e
                                            out.
                                                           ou t th
                                            - w  orking
                                                             p meet
                                                                62
Photo audits




             hoto audit
           P
                                  e
                          •Audienc

                          •Task                  e
                                        P urpos
                          •Out  come/
                                               e
                                      m essag
                               imary                        n
                          •Pr                       b e show
                                            is Will journey
 when evaluating
 a site use
                                    xt - th in the
 criteria such as
                           •Contes point             onten
                                                           t
 these to
                            a t thi         s what c
 conduct a photo
                                    ith thi
 audit.                     a nd w                     e
                                              b jectiv
                                      rcial o
                            •Comme


                                                          63
Use task models to create a shot list




                                        task models tell
                                        you how people
                                        go about doing
                                        certain things.

                                        use them to help
                                        to decide what
                                        sort of photos
                                        will be useful at
                                        different points
                                        of the user
                                        journey.

                                        this gives you
                                        your shot list.




                                                            64
Sketch a brief




                 sketch out an
                 idea for the
                 photo you want
                 if you are
                 getting photos
                 commissioned.

                 think of it as a
                 wireframe for a
                 photo.

                 we are good at
                 wireframes!
                                    65
So to recap




    photos will be having a massive impact upon the
    way that people are using your products.


    you need to understand the impact that
    they are having.


    you need start taking photos seriously
    within your ux design and research        please try to
                                              just do
                                              something to
                                              improve the
                                              usability of the
                                              photos on your
                                              next project.




                                                                 66
you want more?!
My blog
          .co.uk




                   check out


                   photoux.co.uk.
                   for more of the
                   same.




                                     68
Who the hell am I and why am I qualified to talk about this?




                                              keep an eye out
                                              for my new book
                                              on this topic
           check it out on                    over at
           amazon - http://
           amzn.to/GX8rBI                      5 simple steps


                                                                69
Please join me on my bigger mission




       “to  improve the
         usability of
         online photos.”
                                           thanks so much
                                           for checking
                                           out my slides.

                               @chudders   please join me
                                           in my bigger
                                           mission!




                                                            70

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'Usability of Web Photos' from UXCambridge & FOWD

  • 1. hi! I’d like to tell you why i think that photos are Usability of web photos the unsung heroes of user experience design James Chudley @chudders UXCambridge & FOWD 1
  • 2. Who the hell am I and why am I qualified to talk about this? i’m a ux director at cxpartners. i spend my time understanding how people do things and then designing stuff that works for them. 2
  • 3. Who the hell am I and why am I qualified to talk about this? i’m also a photographer. i absolutely love taking photos. because of this i pay particular attention to the photos i see being used in my design projects. 3
  • 4. My blog .co.uk i blog at photoux.co.uk. This is a collection of thoughts, examples and ideas that relate to photos and user experience design. 4
  • 5. Who the hell am I and why am I qualified to talk about this? i wrote ‘Smashing ux design’ with my colleague @jesmond. Ch.26 gives an overview on typical user and business requirements from web photos. check it out on amazon - http:// amzn.to/GX8rBI 5
  • 6. BIG announcement - Usability of web photos eBook i’m also writing an ebook on exactly this topic! keep your eyes peeled for it in the new year! http://www.fivesimplesteps.com/pages/pocket-guides 6
  • 7. #PHOTOUX @chudders please use these to connect on twitter. 7
  • 8. Who are you?! UX’ers? All of the above? Developers? Photographers? Designers? who are you?! 8
  • 9. My mission for the next 60 minutes “to change the way you think about web photos ” i’m going to do this by showing you some examples which demonstrate just how important photos are. i’m also going to share a new framework to use to evaluate web photos. 9
  • 10. It all started with meals on wheels key user anxieties were whether the food would arrive and who would deliver it to their elderly parents. these photos helped to reassure the users. Photos from http://www.wiltshirefarmfoods.com/ 10
  • 11. a photo is designed. it is taken in such a way to create a certain response from the viewer. 11
  • 12. SIMPLE PHOTO - COMPLICATED STORY let’s pull this photo apart and consider it from the perspective of the photographer, the user and the client. 12 http://www.ikea.co.uk
  • 13. the photographer has made deliberate decisions that have resulted in the result they wanted. Shoot wide to convey Control shutter to blur Dynamism & Use directional light to space water movement add impact Location choice - Compose to only Use flash to enable Wet floor acts as a Use white wall on left urban, aspirational, on include relevant use of fast shutter reflector as reflector brand objects speed Ensure colour remains Blow sky to render Dress image as Use lines on floor to Shoot at eyeline to punchy to draw neutral appropriate guide the eye connect with people attention 13
  • 14. Convey the Demonstrate Educate & help Entertain benefits usage understanding Shock Illustrate a point Set expectations Persuade Get a reaction Demonstrate Show Create desire Sell & cross sell Show quality features uniqueness the business stakeholder has their own objectives for the photo and what Show scale & what’s Communicate a Convey they want Support it to Give context included proposition a lifestyle achieve. the brand this is deliberate because if the image has to contribute to the Convey Convey objectives of emotional Create an the Inspire Show accessories business. intangibles personality response Quality & trust Demonstrate value Imagine ownership Show details Improve perception 14
  • 15. Is this what Can I imagine myself Does it look good? How does it work? I want/ need? there? What does it come Will it match ‘x’? Is it right for me? Will it be right for ‘x’ Will it fit? with? Entertain me! Where is it? What do I get? Have I got one like it? How is it different? the user has their own goals and tasks Am I in the What will the Does it look like value Can I imagine the photo can that Does it look right place? experience be like? for money? owning ithelp with. like fun? we come to websites with many unanswered questions that photos can help to to Has it got that feature I Is it what I would Help me Is it good quality? Do I trust them? address. need? expect from them? understand it remember how hard reading is online, photo’s are easy to consume in a short Where will I be period of time. sitting/ Does it look Will there be people Is it safe? Do I like it? staying/ watching comfortable? like me there? from? 15
  • 16. Why does the UX community ignore photos? THIS IS WEIRD ux’ers spend so much time understanding users and the clients requirements and ignore photos. this is weird. why do we ignore photos when they clearly have such an effect upon how people behave? 16
  • 17. Am I on my own here? IS IT JUST ME? i asked my colleagues whether they were seeing issues in their own research around photos. they all were. it was at this point that i started to look into it and to collect some stories. 17
  • 18. Where are all the guidelines?! i went online to try and find some guidance around photos in ux terms and found very little. is it any wonder that the usability of web photos is often so poor?! 18
  • 19. So why are photos important? let’s look at why photos are so important.
  • 20. There are quite a few of them online! i would wager that during the majority of web visits people encounter photos in one format or another. we all carry cameras now and it has never been easier to publish and share photos online. http://mashable.com/2011/02/14/facebook-photo-infographic/ 20
  • 21. We are programmed to notice faces and emotions as humans we just cant ignore photos. photos of people will always attract our attention. we have a area of our brains that is dedicated to recognising faces. this site draws attention to the copy because of where the athlete is looking. http://www.nikewomen.com 21
  • 22. Reading is hard & we are lazy we all know how hard it can be to read online. we scan things to decide what we want to look at. consider twitter. you prioritise reading tweets from the people you like. you do this by scanning their photos. https://twitter.com/ 22
  • 23. Observations from the front line i’ve seen loads of examples of where photos have led to good and bad user experiences. here are a few examples. 23
  • 24. Helping with a complicated purchase photos can be really helpful when products are known by many different names. consider stroller, pram, pushchair, buggy etc! photos are also useful when considering practical questions such as will it fit into my boot! 24
  • 25. Dangers of using stock stock photos like these can cause problems because people find it hard to empathise with them. often they don’t look like ‘real’ people. prospective students wanted the photos to show them what life was like at university and these didn’t help. 25
  • 26. This is better you can see the difference here. real people doing real things. 26
  • 27. What messages are your website photos giving your users? consider this photo. a lone woman has broken down on a rural road and its getting dark. they use photography cleverly to map to our anxieties. 27
  • 28. Photos generally fit into one of two types
  • 29. Photos are generally either useful content photos are useful. they help us in some way. they also typically help the needs and goals of the business too. http://www.evanscycles.com 29
  • 30. Or not! filler photos are often used to fill a space, to break up text or to ‘cheer a page up’. they generally don’t have a purpose other than to add visual appeal. http://www.b2bcompliance.org.uk/ 30
  • 31. These make me sad stock photos such as these are so prolific on the web because good photography is generally expensive and hard to get hold of. not all stock is bad though, often people don’t think about the impact of the photos they choose. http://www.superstock.com/ 31
  • 32. some examples of photos being heroes and villains lets look at some more examples.
  • 33. Support the primary task when people are looking to move they want to be able to imagine living in that property. large photos help with that. photos also show features such as drainpipes in the living room! ; ) http://www.foxtons.co.uk 33
  • 34. What shape is this mirror? the mirror is round but looks oval because its been shot at an angle. users use photos to check they are buying the right thing, but when the photos lie it all falls apart! http://www.marksandspencer.com/Marks-and-Spencer-Flower-Design/dp/B001BFN4DS 34
  • 35. To convey the intangibles buffalo use photos brilliantly to convey intangible qualities such as heritage, quality, craftsmanship and expertise. http://www.buffalosystems.co.uk/about/ 35
  • 36. Show me the benefits photos like this enable the customer to instantly understand the benefits of a particular product. http://www.joby.com 36
  • 37. Credibility the photo of david attenborough meant that users trusted this site and thought of it as a valuable resource. despite having never heard of it before. http://www.arkive.co.uk 37
  • 38. To show you how this site uses photos to guide you through a process. you can check at every stage that you are doing it properly. http://www.ifixit.com 38
  • 39. Humanising technology photos of people are a good way to bring a intangible product such as ‘technology’ to life. we often associate the perceived personalities of those working for a brand, to the brand. https://sumall.com/about 39
  • 40. Consistency vs look at the difference that a consistent photographic style makes. the john lewis example focusses attention on the product. brands are often recognisable from their photographic style alone such as howies. http://www.johnlewis.com http://www.ebay.co.uk 40
  • 41. Let me look at it in detail zoom options that keep a photo of the original image while one zooms help users to orientate themselves. http://www.mothercare.com 41
  • 42. Strategic use to help to sell the role of photos changes at different points of the site. homepages and section pages are about emotion whereas product pages are all about the hard sell. Emotional Rational http://www.boden.co.uk 42
  • 43. Don’t forget just a reminder. when it comes to thinking about photos when designing interfaces we do this! bonkers isn’t it! 43
  • 44. What QUALITIES DOES A USABLE PHOTO HAVE? so what makes a photo usable and can we identify some unique qualities that we can look out for?
  • 45. pathos (EMOTION) logos ethos (practical) (CREDIBILITY) aristotle came up with the idea of rhetoric. he said that a persuasive argument must be logical, come from a credible source and have an emotional impact. we can use this to evaluate photos because they communicate messages. 45
  • 46. Rational appeal (LOGOS) Emotional appeal (PATHOS) Will it match ‘x’? Will it fit? Does it look good? Is it right for me? Is this what I need? Will the experience be good? Where is it? Will it be right for ‘x’ Entertain me! What do I get? Is it good quality? Do I want it? How does it work? Is it safe? Does it look like fun? Reputation/ brand appeal (ETHOS) Does it fit with the brand? these are the What qualities do I assume it has sorts of user questions that fit These guys know what they are doing into this framework. If they made it it must be good 46
  • 47. consider how usable these photos are how usable are these? use the framework to find out!
  • 48. Framework for evaluating web photos 1. Photo fundamentals 2. effectiveness Rational appeal (LOGOS) Emotional appeal (PATHOS) Reputation/ brand appeal (ETHOS) 3. Message communicated i’ll publish the final evaluation 4. anticipated user response framework in my book 48
  • 49. Framework for evaluating web photos 1. Photo fundamentals - focus, composition, size, exposure, quality, crop 2. effectiveness Rational appeal (LOGOS) - useful?, helpful?, constructive?, instructional? Emotional appeal (PATHOS) - do i want it?, entertaining, aesthetically pleasing Reputation/ brand appeal (ETHOS) - appropriate?, match the brand?, Believable? here is the framework as it 3. Message communicated currently stands. its work in what is it saying to you? progress and if you use it do let me know how you get on. (@chudders) 4. anticipated user response change behaviour, decision making, sharing, change opinion, create desire 49
  • 50. how usable do you think they are now? so having applied the framework how usable are they now?
  • 51. so how do photos get created and selected? http://www.superstock.com/
  • 52. Photographers problems offline vs online cost digital is the poor relation photographers work under specific brief based on constraints which often means that campaign idea digital is the poor not on user relation to offline media. needs http://alistairhood.com 52
  • 53. Designers problems No access to photographer Lack of lack of assets landscape orientated shots digital designers often have so few photos to work with. retouching time Lack of guidelines good photos are hard to find and can be expensive. 53
  • 54. let’s push things forward so what can we do to improve the usability of online photos?
  • 55. Annotate your wireframes we can annotate our wireframes to convey the job of the photo to our designers. 55
  • 56. Drop photos into wireframes add representative photos to wireframes, particularly for user testing. it adds an extra level of depth to user feedback. 56
  • 57. Back off be careful though. ux’ers have a chequered past when it comes to land grabs when working with designers. we should share our insights from user research and not be actually choosing final photos. art directors and designers are far better than us at that! 57
  • 58. Using photos to tell stories to get empathy photos are a great way to tell stories. we wanted people to understand what it was like to be flooded. flood victims sent us their photos and we interviewed them about the experience. we used soundslides to pull this all together into a very compelling result. 58
  • 59. Talk to your designers a simple way to influence the choice of photos is to chat to your designers. they dont all bite. tell them what impact photos had in your user research. let them know what job the photos need to do. finding photos is hard so your insight will help them to pick and choose. 59
  • 60. Talk about them in your reports make sure you highlight the usability issue caused by photos within your usability reports. 60
  • 61. Use real people in your personas belind a bus in ess ccess on su mak we should be careful when we cussed to use photos in “i’m fo er it takes our own internal hatev deliverables such w as personas. ca reer” the job of a f a ma o j or v p or persona profile ks ha seni da is the any. She people ols is to help w bren al comp theempathise with to r fo ffethey su nation d doesn’t designing people are hard an for. ta sk s athe :photos must re he r key s recast then be of people o ales fusers of a that look like s real - ch ecking product or orts service. ep - run ning r t argets - se tting 61
  • 62. See the difference it makes you can see the difference it makes when you use photos of real people. we recently took d te photos of users e re tire after user testing r th sessions. p ete they met the clients make to recruitment t “i wan irement” profile so seemed like perfect m y re t candidates for personas. i t b een re l it er has aboutsfu only took t pe2 minutes tocces t a su shoot er after user afthem r teache testing. please make sures are: k you have the s ey ta er k hnecessary permissions from ing t nd to rsta them dedo this if - un you want to try it e out. ou t th - w orking p meet 62
  • 63. Photo audits hoto audit P e •Audienc •Task e P urpos •Out come/ e m essag imary n •Pr b e show is Will journey when evaluating a site use xt - th in the criteria such as •Contes point onten t these to a t thi s what c conduct a photo ith thi audit. a nd w e b jectiv rcial o •Comme 63
  • 64. Use task models to create a shot list task models tell you how people go about doing certain things. use them to help to decide what sort of photos will be useful at different points of the user journey. this gives you your shot list. 64
  • 65. Sketch a brief sketch out an idea for the photo you want if you are getting photos commissioned. think of it as a wireframe for a photo. we are good at wireframes! 65
  • 66. So to recap photos will be having a massive impact upon the way that people are using your products. you need to understand the impact that they are having. you need start taking photos seriously within your ux design and research please try to just do something to improve the usability of the photos on your next project. 66
  • 68. My blog .co.uk check out photoux.co.uk. for more of the same. 68
  • 69. Who the hell am I and why am I qualified to talk about this? keep an eye out for my new book on this topic check it out on over at amazon - http:// amzn.to/GX8rBI 5 simple steps 69
  • 70. Please join me on my bigger mission “to improve the usability of online photos.” thanks so much for checking out my slides. @chudders please join me in my bigger mission! 70