Thanks to Hakan at Bazaarvoice for pointing out a 2nd libel story for Yelp to contend with. This time its dentist Yvonne Wong who feels the ‘lies’ about her should not be posted on Yelp.

In addition the Eisenberg/Norberg case looks like its reached an amicable conclusion:

On Friday, a San Francisco chiropractor, Steven Biegel, settled a libel case he had filed against a former patient, Christopher Norberg, after Norberg posted a review complaining about Biegel’s billing practices.

Details of the settlement are confidential. Norberg replaced his post on Biegel’s Yelp page with an apology that reads, “A misunderstanding between both parties led us to act out of hand. I chose to ignore Dr. Biegel’s initial request to discuss my posting. In hindsight, I should have remained open to his concerns. Both Dr. Biegel and I strongly believe in a person’s right to express their opinions in a public forum.”

Now back to the original post!

Having very recently posted some comments about the value of user reviews on the UK version of Yelp, I have read with much interest a post by Bryan Eisenberg referring to the US version of Yelp, where one of their users faces a lawsuit for leaving negative reviews of a service provider.

The negative review (make that 2 negative reviews in response to the comments he got back!) was by Christopher Norberg and he is being sued by a San Francisco chiropractor, Steven Biegel.

A couple of quotes from the main article on the San Francisco Chronicle are as follows:

In a case that could chill free speech online, a San Francisco chiropractor has sued a local artist over negative reviews published on Yelp, the popular Web site that rates businesses.

When the chiropractor complained about the review, Norberg replaced it with a new entry a few weeks later that read in part, “I think that he is trying to scare me into removing a negative post (that might explain why he has only positive ones). I believe that he has been harassing me into shutting up, and I feel as a consumer I have a voice and that I can use it on forums made for sharing it, especially when I feel that the experience was unsatisfactory.”

The case raises questions about whether people can use the Internet to express negative feelings about others and also about the long-term viability of businesses like Yelp that publish third-party reviews, even though Yelp – under the federal Communications Decency Act – is not responsible for the content it publishes.

“When people try to pull down unflattering material, it has the absolute opposite effect” of what they intend, he said. “It’s very difficult to silence speakers on the Internet – it’s a culture of people who don’t like those kinds of attempts.”

My views

As you will see in my comments on Bryan’s page I am a big advocate of free speech online (providing people sharing their views have a clear conscience) and our recent partnership we have been putting in place with Bazaarvoice for UCDcommerce is a testament to our views of the importance of allowing users to review, positively or negatively, a company or individual providing a service.

Your Views

• have you ever left a negative review online?
• do you feel you should have the right to leave a negative review?
• when you see reviews which are all 100% positive, does this make you wonder how genuine the reviews are or does it just prove how good the service and/or provider is?
• which sites do you leave feedback and star ratings on, if any?

It would be really good to get some debate going on this subject as its one which plays a vital role in affecting conversion rates of online websites and e-commerce sites.

Event Details

• Title: Usability: What’s The Use?
• Date: 28th January 2009
• Time: 6.00pm – 9.00pm
• Venue: CUBE (Centre for the Urban Built Environment), 113-115 Portland Street, Manchester M1 6DW
• Cost: FREE!
• Official Event Page: http://usabilitywhatstheuse.eventbrite.com/
• Manchester Digital Page: http://www.manchesterdigital.com/event.asp?action=view&id=68805

Quick Registration

Overview

For the digital sector, usability and user experience are more than new fads.

These topics, and their perceived value to businesses, have been talked and written about many times, but lets get it straight: just exactly what is the use of usability to a company looking at improving their performance, ROI and staff efficiency?

In this FREE event Paul Rouke, User Experience Director at PRWD, and 2 guest speakers Judith Garman of AbilityNet and Pete Bagnall of SurfaceEffect, will be providing a range of real-life examples and industry insights which will help reveal some of the tangible benefits businesses can gain by embracing usability and user experience.

Through the course of the evening you will see why usability can play a significant role in the likes of e-commerce websites, B2B websites, lead generation sites, intranets, internal software systems and the development of bespoke web and software applications.

The event will be followed by drinks, some food and networking.

Itinerary

18.00 registration
18.30 seminar
19.50 discussion
20.15 drinks, food and networking

Who Should Come

• Procurement staff
• Business owners
• Heads of IT
• Heads of marketing
• Consultants
• People wanting to know about usability and its importance to businesses

Target Sectors

• Public sector
• Retailing
• Manufacturing
• Digital and creative
• Leisure and Tourism
• Business and Consumer Services
• Financial Services
• Education and Training

Event Leader Paul Rouke of PRWD

Paul is the User Experience Director at PRWD.

Having worked for 7 years in user experience at the UK’s biggest home shopping group, Shop Direct Group, Paul Rouke founded PRWD in 2006. PRWD is an acronym for ‘Productivity without Difficulty’, which reflects their approach to developing online platforms and systems which focus on allowing users to be more productive and efficient with their time whilst having an enjoyable, problem free experience.

Paul has led the development of PRWD’s best practice driven e-commerce platform UCDcommerce, as well as leading the design and development of an internal resource planning system. All platform and system development work PRWD carry out follow a User-Centered Design process, an approach which will be explained during the course of evenings event.

Paul has worked in a range of sectors including the public sector, financial services, travel and tourism, retailing and manufacturing.

Paul has applied his usability experience and expertise on well know brands such as Kays, Littlewoods, JD Williams, The Co-op, The Cotswold Company and Additions Direct, as well as a wide range of SME’s.

Paul is a member of the Usability Professionals Association (UPA) and an active member of the Northern User Experience Group.

Guest Speaker Judith Garman of AbilityNet

Judith is a usability and accessibility consultant with AbilityNet’s web services team.

Judith’s background is in software development and HCI (Human Computer Interaction), she has a Masters of research Degree in Usability from Lancaster University. Judith is a strong believer in user engagement being critical to the development of usable and accessible systems and champions this belief in all her work.

Prior to joining AbilityNet Judith worked for HSBC for 2 years as a senior usability consultant working on national and global projects across a range of devices and software. She has also worked with Sony Ericsson Mobile Communications and Orange in usability and customer experience. Her work has included e-commerce sites, Intranets, staff-facing applications and mobile devices. Judith has experience of a wide range of user testing techniques both lab-based and in the field.

Judith is a member of the British HCI group and the Northern User Experience group.

Guest Speaker Pete Bagnall of SurfaceEffect

Pete is the Principal Interaction Design consultant at SurfaceEffect Ltd. He’s a strong advocate of user centered design, and has taught user research methods at Lancaster University, and at the British Computer Society’s Human-Computer Interaction conference for several years.

He’s also a practicing designer, and has worked on projects ranging from online pharmacies to project management systems, in the UK and the USA, for bluechip to small clients.

He can advise clients on developing solutions based on firm user needs, providing radical or conservative design as appropriate. Despite being a technologist by training he insists that technology must serve human needs, and not become a straight-jacket

Usability Testing and Usability Evaluations for Retailers

The new page also features links to our e-commerce research services, usability testing and usability evaluations, which can be invaluable for existing retailers who are looking to develop the business case to replatform.

Retailers and consumers alike will be pleased to see a reduction in costs and prices as a result of the VAT cut, but there is a problem – retailers will have to update their prices in response to the change and they have only a week to do it. Receipts, invoices and direct debits will have to change, as will calculations made by e-commerce websites and online billing systems. As pointed out in the article linked to above:

The British Retail Consortium welcomed the cut, which will last 13 months and cost £12.5bn in a full year, but warned that getting the price cuts in place by Monday would be “a mammoth and costly task”.

…

“Shops will cope, but implementing a new VAT rate in just a week will be exceptionally difficult for customers and retailers at their busiest time of year.”

…

The logistical problems stores will face include changing IT systems that read barcodes, and shopfloor staff will have to change prices on store shelves, change swing tags on goods and put stickers over prices pre-printed on packaging. The BRC said there would be “rounding issues”.

Fortunately for our clients using UCDCommerce, we’re already prepared for the possibility of a change in the VAT rate and will automatically update their e-commerce sites for them. Automatic adjustments to listed prices and billing mean that there’s no difficulty at all in keeping up with the VAT rate change.

But the story might not be the same for everyone. The rate has been the same for so long that many software developers may have simply built the 17.5% value into their programs, making it costly and time-consuming to change. And some smaller retailers may lack the knowledge or expertise to modify their software, so may be forced to pay for a software developer to make the modifications or risk charging the wrong rate of VAT. Not only that, but the rate has to be set back again in January 2010! The government has managed to create a whole new ‘Y2K’ bug and has given the British retail sector a week to fix it – good news for retailers who have well-managed e-commerce operations, bad news for those who don’t.

If you’re a retailer and you find that you’re having problems with the VAT change, it’s worth considering a few options:

• Talk to your e-commerce provider and make sure that they are updating your site with the new VAT rates
• Your IT department may have access to the e-commerce software and may be able to adjust the VAT rate
• In situations where the original developers of your e-commerce platform are no longer involved in the day-to-day running of the site, you may need to contact them for assistance
• If you’re using an open source e-commerce platform, you may be able to contact a freelance developer with knowledge of how to update the software

Of course, none of this is necessary for people who have well-maintained e-commerce systems. PRWD’s clients won’t have to spare a moment’s thought to consider the implications of the change because we take care of these issues for them. But this issue does highlight the importance of being able to react to changes far beyond your own control and it may well end up exposing many businesses who are not able to keep up.

If you would like to talk to us about your e-commerce operation, you can find our contact details here.

Handling of credit card data is of paramount importance for trust and security, so it’s a good idea to check, as much as possible, that the user has entered the details correctly before submission. If the user does accidentally submit invalid data, this can lead to payments failing to go through, which is potentially worrying for the user and may also be an overhead for the retailer if they need to respond to any user support requests on the subject.

Fortunately, there are a number of checks that can be done to ensure that credit card data is valid, before submitting the data to the card issuer for payment processing. This can’t ensure that the user made no mistakes at all, but it can catch most errors before submission. Amongst the possible checks are:

• Number of digits
  An obvious check is to ensure that the number of digits is correct, for the given type of card.
• Card prefix
  The first few digits (normally the first two or four digits) of a credit card number depend on the type of the card (e.g. MasterCard, Visa, AmEx). It is possible to check that the prefix digits match the user’s selection of card type.
• Luhn algorithm check
  The Luhn Algorithm is a simple formula which can be used to check the validity of many different types of ID number, including credit card numbers. If there’s a mis-typed digit in the number, this check is likely to catch it.

When combined, these checks all act to ensure that any errors in the input of a credit card number are detected before submission, giving the user an opportunity to double-check and correct their input before submission. What we have implemented is a simple system which gives visual feedback to the user, showing a green tick symbol when they have inputted a valid credit card number which conforms to all of the rules mentioned above. Here’s how it looks on one of our clients’ sites:

When the user begins entering their payment card number, no feedback is given until a certain number of digits have been entered:

If the user enters an invalid number, they get this immediate feedback:

And if the number entered is valid, the user is encouraged by this feedback:

For more information, Wikipedia provides a good run-down of the various credit card numbers and their rules here.

Please note, some of the terminology used may not be too familiar to some readers, but rather than describing each service I wanted to keep this post more to the point. Feel free to call us for further information on a particular service or terminology used.

The 4 Phases of User Centered Design

• Analysis
• Design
• Implementation
• Deployment

You will notice that there isn’t an order assigned to the 4 phases, as UCD is a process of continual improvement. For the development of completely new business systems, applications and e-commerce platforms, the process would start with the analysis phase and work through the remaining 3 phases, but during the deployment phase on-going evaluation of the system and the users does mean that the process can then be continued, back in to the analysis phase (but to a lesser extent).

The Analysis Phase

Definition

This phase ensures all business and user requirements are taken into consideration, prior to the start of the design phase

PRWD Services

• stakeholder analysis
• competitor benchmarking
• persona development
• defining user scenarios
• conducting field studies
• defining usability goals

The Design Phase

Definition

This phase provides a comprehensive approach to the design of the system, ensuring the design meets all user and business requirements

PRWD Services

• navigation models
• screen flow samples
• information architecture
• card sorting
• paper prototyping
• wireframing
• interaction design
• user testing

The Implementation Phase

Definition

This phase takes the user tested system and interaction designs and implements them into working systems ready to go live

PRWD Services

• object orientated design
• user interface integration
• server implementation
• heuristic evaluations
• user testing
• documentation

The Deployment Phase

Definition

This phase involves continuous evaluation of the new system, monitoring the performance against usability objectives

PRWD Services

• user/customer surveys
• field studies
• performance analysis
• improvement scoping
• continuous analysis

And finally, a UCD definition as seen on our UCDcommerce site

In broad terms, user-centered design (UCD) is a design philosophy and a process in which the needs, wants, and limitations of the end user of an interface or document are given extensive attention at each stage of the design process.

Further Reading

Below are a range of links which will provide additional information on User Centered Design

• User Centered Design and Web Development Article
• What is User Centered Design – from the Usability Professionals Association
• Adapting Usability Investigations for Agile User Centered Design
• The Role of User Centered Design and Usability in a Project

Variations in UCD methodology- what are yours?

There will always be slight variation’s in the process with other usability and software development agencies, and I’ll be interested to hear comments on these differences.

On saying this, one thing is for sure – when following User Centered Design principles, users need to be an integral part of the complete design and development process.

The latest update of our flagship e-commerce system UCDCommerce adds support for the Google Checkout payment system. This allows users to make purchases without having to register on the site, taking advantage of the reliability and trust of the Google brand to help encourage users to make their purchases.

Trust and convenience

For first-time visitors to an e-commerce site, having to register and enter their payment details can be a daunting process. Fear of fraud and the desire to avoid having to maintain a list of passwords for every e-commerce site they visit means that many users can be discouraged from buying from companies not already known to them. Google Checkout helps to overcome these worries by ensuring that all payment details are handled by Google and not the retailer, and also ensures that the user needs only to maintain their Google password and not a separate one for the retail site.

Advantages for retailers

Google Checkout is good news for retailers too. It removes some of the barriers to purchase which leads to more conversions, and it can also add value to Google AdWords campaigns – if your e-commerce site implements Google Checkout, your AdWords advertisements will automatically have a ‘Google Checkout’ logo appear next to them, letting the user know that they are only a few clicks away from being able to buy the product advertised. This can be a crucial advantage in making your advertisements stand out from the crowd and, again, can lead to better conversion rates.

The User Experience

Here at PRWD, we take user experience very seriously, so we have naturally considered the impact on user experience of adding Google Checkout support. Fortunately, Google take user experience seriously too, and their checkout interface is well-designed, following good interaction design principles. We’re confident that Google Checkout can enhance the experience of your site’s users.

Future Developments

This is just the latest new feature to be added to UCDCommerce. We’ve got lots of interesting plans for the future, which we’ll be revealing over the coming weeks and months.

This follows our recent posts on what symbolises customer conversion, an inside look at brand concepting, and strapline brainstorming for UCDcommerce.

UCDcommerce Website Features

If you’ve not already taken a look at the UCDcommerce site, below is a summary of what we have decided to launch with:

An introduction to the platform, explaining how UCDcommerce allows us to deliver User Centered Designed e-commerce solutions

A page dedicated to why your business will benefit from using UCDcommerce, including the statement that “your business recognise the importance of user experience for increasing brand credibility, conversion and retention”

A page showing prospective e-commerce customers exactly who is behind the platform, the amount of credibility and blue chip experience we have, and our expert usability services

Additional areas we have included are:

• A definition of User Centered Design (UCD) for people who aren’t familiar with this method of designing user experiences
• Dynamic links into our most recent articles, on the subjects of UCDcommerce, retailing and best practice

Onwards and upwards

Alongside the development of our Content Management System and ERP (Enterprise Resource Planning) system, the continual evolvement of UCDcommerce will now begin in earnest, as we attract the right type of serious online retailers to our business.

Bold, simple and with a touch of personality (plus our key conversion message)

There are 2 variations of the new logo dependant on how they are being used, either horizontally or vertically, and we are delighted with the boldness of the brand, the simplicity and the touch of personality provided by the strapline (top marks for Rob on this!).

UCDcommerce website is round the corner

Following the finalisation of the new brand logo we will shortly be revealing the new website for UCDcommerce, so watch this space!

Recapping on some of the USP’s the brand logo should aim to portray

• The brand is all about User Centered Design
• Customer engagement, conversion and retention are key principles
• With UCDcommerce suited to serious online retailers including blue chips, striking a balance between having a slightly corporate edge whilst also delivering fun, engaging and personal e-commerce platforms is fundamental to our proposition

Example’s A – focussing on circles to symbolise our User Centered Design approach

Example’s B – focussing on circles to symbolise converting from unfulfilled through to fulfilled

Example’s C – using straight lines to signify a clear path for customers

Straplines, Symbols and some Brand Logo Concepts

What with brainstorming sessions for straplines, consideration of how symbols can help represent our core principles, and with some of our brand logo concepts on the table, we are now getting much closer to finalising the new brand identity for UCDcommerce and we can’t wait to share it with the online retailing community. So keep an eye out!