Topic 10 - Web Development & Design

Question 1

Based on the Gestalt Theory of human perception, list the 6 common heuristics digital marketers can take advantage of when designing.

Answer 1

1. Laws of Similarity
   - Shapes (Lots of squares on a webpage)
   - Colours (Same colours = same category)
   Example: Product pages, each product is shown as the same box size and box colour
2. Law of Proximity
   - Items related to each other are grouped closely
   - become a visual unit
   Example: Unilever logo is made out of different shapes that form a big U
3. Laws of Continuity
   - Humans tend to see continuous forms
   Example: if there is a string of dots we will heuristically follow them
4. Laws of Closure
   - Tend to see whole objects
   - humans will fill in the blank
   Example: WWF Logo/MLB Logo
5. Laws of Symmetry
   - symmetry will make up whole figures
   Example: Human Faces
6. Figure/Ground
   - Figures are perceived as either figure (Close) or Ground (Far)
   Example: Fedex logo the Fed is blue while Ex is orange creating a stark contrast

Question 2

When it comes to UX in web design, what are the 6 elements of website usability?

Answer 2

UX represents an online customers overall experience with a brand’s website. A good user experience can allow users to navigate the website easier, enabling them a higher functional and emotional value when they are engaging with the site. These have adverse impacts to conversions and brand building and must not be ignored.

1. Effectiveness
   Purpose: Can site visitors achieve their objectives on the site?
   Metrics:
   - How easy or hard to achieve tasks
   - How many steps required
2. Learnability
   Purpose: How quickly can users learn to use the site
   Metrics
   - Site Navigation
   - Clickability
3. Consistency
   Purpose: Are things where users expect them to be
   Metrics:
   - Logo (bring to home page)
   - Search Box (Top Right)
4. Memorability
   Purpose: How quickly and easily can experienced site visitors remember
   Metrics:
   - Intuitive navigation
   - Consistent design elements
5. User Satisfaction
   Purpose: How much does the user like the site
   Metrics:
   - Recommendation rate
   - Customer loyalty to site + repeat conversions
6. Error Handling
   Purpose: How the site informs user of error
   Metrics
   - Easy to understand feedback
   - Lower rate of jumping ship