 Just there there he is. So I should stop now and hand over to the one and only Ross winter with user experience It's for everyone Now I just got a wheel off so please don't worry. I'll hand the mic over to you You want the mic to you? I wasn't expecting such an enormous build up I've had a great chat with Mick in the run up to this I need to get out of the way the screen and Yes, I Hopefully it'll be amazing I certainly won't tell you everything there is to know about user experience, but we'll have a go at telling you something Who am I I am Ross Wintel a few of you know me or have met me this weekend, which has been great I'm at magic roundabout. That's the actual roundabout. Not the cartoon series I am a software developer and the technology and communications consultant and I work for myself under the name Oikos Oikos it's Greek apologies for that and I work as part of a virtual agency called hands up and in both cases We work primarily with charities and NGOs trying to use technology Specifically a lot of WordPress and to do good in the world. I Have a quick request or to you all which is that you need to be a little bit nice to me today And there's a few reasons for that the first is that it's my first ever conference talk So hopefully it'll be great feedback welcome, but please be nice. Please be nice because who had a great lunch. Oh One person one person had a great lunch. Okay, hopefully you've all had a great lunch This is what's commonly known as the graveyard shift amongst speakers where you've all just had lunch your bellies are full all of the blood that was in your head is now down digesting food in your stomach and This means that you're all basically a bunch of like conference zombies who are sleeping zombie pictures are a bit like Dodgy for a family audience mostly so you get a sleepy cat. Hopefully that's good Please be nice because I have baby brain. Did I get an ah? Ah, thank you. This is Ada. She was born nine weeks ago. She's lovely. She does keep me awake I don't have much sleep I don't have much spare time and both of those things are good things to have if you're doing your first conference talk on a big stage I'm also despite all of those things Not a subject matter expert in the thing that I'm going to talk to you about I am not a UX designer In fact, I'm not a designer of any sort, which is why my slides are a bit rubbish so But the whole point of this talk is that you don't have to be a subject matter expert to be involved in UX design I do have some credentials. However, I've always from a from my university days been Really interested in psychology. I've always been interested in human-computer interaction And how people behave like if you think computers are really interesting and you want to know how they work Have a look at people and try and work out how people work because they're really interesting too and that interest has carried through 12 years of working in software engineering and IT and during the last five years as a freelance website developer It's become increasingly important to be interested in those things Because of this thing called user experience, which I'm hoping to tell you something about So there was a great book that came out in January by a guy called Joel Marsh It's called UX for beginners. If you were a beginner with UX It's a great book to read and he's validated a lot of the the thoughts that I've had About preparing the stock and he says UX is 90% how you think and 10% what you design And and this is one of the reasons why UX is for everybody because we're all capable of thinking and we're all Capable of changing the ways that we think and the questions that we ask our clients and the things that we create in the world So if we can change the way that we think a little bit, maybe we can improve what we what we make for the better for everybody I actually Rephrase this slightly as UX is 90% asking questions and 10% having the answers I like that a bit better and at the end if there is time there's quite a lot of content We'll have a Q&A which I'm hoping will be a bit more like Q&A because there may not be answers But we'll we'll have some discussion if there's time I Have a slight cough. I apologize So the full title of this talk when I submitted it was user experience. It's for everyone It's important and it's really hard and as part of the user experience of submitting the talk The title got truncated to user experience. It's for everyone And I kind of glad it did because if I advertise the talk that was about something that was really hard There probably wouldn't be half as many people here But the fact that it's really hard doesn't mean that we shouldn't do it There are lots of things in the world that are hard that we do we send people into space and we drive cars driving a car Is actually really quite hard And but these are the three things I want to try and convince you of today We'll top it with some information about what user experience is and we'll tell it With some things that you can do and read as you go away to try and start your own thought processes about user experience So first of all, what is user experience? This is a terrible slide I ran this presentation past a friend of mine. I did some user testing I do do my own user experience work sometimes and He said Ross. That's a terrible slide. It looks like like a math lecturers Blackboard or something so My users didn't like this. So I changed it. Here are a few definitions UX means user experience. It means the experiences that your users will have But it's also used fairly interchangeably with UXD Which is user experience design and user experience design is a process by which you create user experiences and I want to distinguish this from You are I which is user interface which are the things that you see on the screen So the user experience design process is the process by which you determine what goes on the screen This was one of the first things I found out about user experience as a piece of Terminology, which is that user in user interface is what you see and user experience is how you feel that doesn't quite capture the whole of what user experience is and Because there are other things alongside how you feel like what you remember or What your perceptions of a brand are or like with accessibility? There's all sorts of things that come with accessibility. There aren't just how you feel There are how do you get places and how do you do things? Joel in his book UX for Beginners says Makes this a little bit more succinct. He says your user interface is what you see and user experience is why you see it It's the process that drives how you create things in a way, which will create positive user experiences Here's another quote from a guy called havoc. I've referenced him in small writing if you see small writing and can't read it See the slides afterwards. I will post them somewhere he says the best UX will often be no user interface at all and Does anyone know what that's a bit of a small picture? Does anyone recognize this kind of things? I don't have one of these Did we know what this does? What's that? Reset your Reset your mileage. It does reset my mileage. This is a multifunction button Would you believe it not only resets my mileage it changes the clock on my car And if you were in the UK two weeks ago, we put our clocks forwards and Which so this button this is a piece of user interface, okay? There was a user experience that goes with that user interface and which innocent drinks in a very small writing I'm sorry and sum up by things like the iPhone or smartphones in general They update themselves like magic. It's like you don't have to do anything There isn't interface for changing the time, but it does it for you Whereas your car clock needs some kind of like strange randomly assigned Combination of button presses and swearing in order to just move the clock forward so much so that you generally give up and just wait Six months until the clocks go back again That's a user experience User experience is about making users effective so users have goals when they come and use the things that you create and Organizations that create those things also have goals and hopefully with the things that you're creating these two things overlap a little to the happy place and That's the area that UX needs to try and enlarge and target So UX tries to make the crossover between those two things as big as possible And then make the things that exist in that space as easy as possible to do so that both users and organizations are effective UX is about user journeys Here's a website what it looks like a home page again very small. I apologize and It might not be your home page actually who who wins the last time did somebody this week visit bbc.co.uk the home page Oh a few people has anyone ever visited any developers in the room ever visited the home page of stack overflow comm One two three maybe not many but you get the idea There are certain types of website where you don't very often visit the home page you get to it through other places So the first step of a user journey might be how you get there This might be found in a Google search. It might be a social link that's been shared It might be scanning a QR code. No, I don't worry about that one and Once you're on the website, you might have a look at this page that you want to do something Ideally you then want to do something else you want to take a next step in your user journey and user journeys This is a really simple kind of three-step user journey But user journeys can have multiple steps that involve stuff that's both on your website and off your website Such as sending emails or sending things in the post or all sorts of things like that So it's not just limited to the things that happen inside the web browser Here's a classic example I was asked by someone that I work with to review a really really simple campaign site that they'd created But they'd created this amazing emotional video. I was like, oh, this is amazing story This guy's life has been changed by the work that this organization does what do I do to support them and There's a donate link in the header, which if you're on mobile device and just kind of disappears into the hamburger thing There's a space. It's like they put this emotional video that really created some reaction within me With no action that I could take in response to to that story So try not to create dead ends. That's a little point you can take away User experience is a process. It's not something you ever finish or get right it starts with bidding and proposing and creating project plans and it doesn't really ever end it continues and you can iterate upon it and continue to make your user experience is better User experience is all of these things which I won't go into but I do want to touch on psychology because it sounds a bit scary and intimidating But psychology as you know from what I said earlier I find it fascinating if you're interested in computers, you'll probably be interested in how people work as well And it's also really important to understand because the brain has a certain set of behaviors that are common Across most people and if you understand those behaviors you can make users lives easier and you can Help them to do the things that you want them to do So user experience this brings me to my first point, which is that user experience is for everybody We all have experiences as users and this is do never know what this is called There's a particular term for this it's a door that has a handle on the side that you push I was gonna get that wrong. I got that right It's called a Norman door. It's such a common bad piece of bad design that it actually has a name It's named after Don Norman who wrote a brilliant book that you should all read Called the design of everyday things and it transformed my my view of how or the things that I make And and this is even worse. It's a it's a Norman door with a sign on it And I'm sure we've all experienced this we've all walked through a door You know, you've done that walking along and oh there's a handle. I'll pull it Like that. We've all done that right and so we've all had that particular user experience and We all have all sorts of other experiences of things that delight or frustrate us I have this thing about printers We can send you have this science and technology by which we can send a one-ton Rover vehicle the size of a large car To Mars and we can land it using a hovering rocket-powered crane But we still can't make a printer that works nicely when you but first time or or whatever That's one of my little user experiences that I talked about Hopefully if you're in this room, you're also responsible for creating user experiences So maybe you fall into one of these categories user experience is for managers and it's for consultants because user experience is part of the planning and pitching and proposal process of a project So you're important in making this work user experiences for designers because the designers job is to create memories and to create delight or to create emotion visually UX is for these people called Implementers who are people who use things like page builders and WordPress with off-the-shelf themes and plugins To create websites you're creating page structures and you're creating calls to action and you're creating Navigation and all of these things so thinking about user experiences important for implementers Developers I need who's a developer Who claims to be a developer quite maybe about half the room? Okay? Developers are probably the main people who are going to think user experience isn't for them But I want you to think about are you responsible for Social media metadata like open graph tags. Are you responsible for performance of websites? Are you responsible for implementing? Validation on forms and feedback that goes to users on the back of that validation. Are you responsible for making websites responsive? And all of these and so many other things that you guys as developers do affect user experience So it's great for you guys to understand how what you do affect and People's what people see and how effective people are User experience is for people who create content because they are like creating the wrapper around as well as the stuff That's filled into the middle of Particularly with a content management system like WordPress the stuff that you are creating Like creating an emotional video that causes a reaction is a place where a filmmaker has actually played a part in a user experience Hopefully you fall into one of those categories is Dave Walker here He's made. Oh, yes, he is I had a slide that said UX is for cartoonists because I have a friend called Dave Who's a cartoonist I reviewed his website. It's actually really good and My second point is that user experience is important and I'm not gonna dwell on this too long because I think it's fairly self-evident But let's have a couple of things UX can make a difference both positive and negative and hopefully my own emotion about user experience like printers guy like that User experience makes a difference to people's lives, but it also makes you go Wow, sometimes you look at a website and you go, oh, this is so easy to use and beautiful and wonderful I'll buy something or whatever it is Una who's great to follow on Twitter. I don't really know what she does But she says good UI makes such a huge difference But bad UI makes such an even bigger difference that if we create a negative experience That's more likely to be remembered Than a positive one, but we should be pulling away from those negative experiences trying to do things not badly at the very least User experience can increase sales if you're building websites that sell stuff This is the classic statistic from the research that Amazon did where every hundred millisecond delay cost one percent of their sales Which is a huge number in terms of dollars You can look up that research on the web if you want to it's a quote about performance really But I think performance is a part of user experience So that's kind of important. Here's something a bit more concrete about user interface So just each removed they had like this single page order form with all these fancy Expanding and collapsing Ajax powered JavaScript fancy blah blah blah stuff and they changed it to a multi-page form that had a reload in between and Tested it and as a result they saw almost two million extra orders per year. That's not pounds. That's orders So that's that's a simplification Which they did and they tested which resulted in a huge amount more money for them User experience for the kind of clients that I work with can raise them more money So here's an example. There was a video interview with a guy from the British Heart Foundation He simplified one of their forms which was for donating furniture to be sold on and they through that change raised an extra Two million pounds per year. So by asking these UX kind of questions We can we can make more money for our organization or our charity or our business or our client or whoever that is I have no concrete evidence for this But hopefully you've all had experiences that make you smile and I think that's kind of important One example might be slack any slack users in the room quite a few slack is a Chat like communication tool that's been around for about two years when it first came out people raved about its user Experience and all the things it does and there's now a Twitter channel Twitter user account dedicated to tweets of love about slack and how wonderful it is It's so good imagine if the thing that you made had a Twitter account called we love X where X is your thing That'd be amazing You X can change the world again I don't have any concrete evidence like statistics for this But surely if we're happier more effective more productive people Then that steps towards bigger goals that could potentially change the world So hopefully I've convinced you UX is important This is where it starts to get a bit tricky user experience is hard and As I said before hard things are usually actually worth doing if you can get over the fact that they're hard and I what the whole point of this talk was to whiz you through a thing that I made That's incredibly simple and Kind of prove the absurdity of user experience and how many questions you can ask about a very simple thing And I'll do that in a minute first of all Who knows what these are? Well, who's used these Facebook emojis or Facebook reactions? So there's six icons that you can click and they kind of accumulate and you can see the results and This was created by a team of three core designers. They pulled in Language experts from around the world. They pulled in nonverbal language experts Because this is a nonverbal language that they're using they spoke to Mark Zuckerberg They spoke to their engineering team They speak to designers and animators and all sorts of other people and it took an entire year to get this from Conception to actually being live on Facebook Wow, and they say it's still not finished user experience is hard, right? This is a question that appeared on a Facebook group I'm in should I have a home link in my navigation who in this room thinks that this is a simple innocuous yes No question. Oh One person at the back. It's a something that Mike. Oh, it is indeed. So what was amazing about this question? Was it generated? Such a huge discussion. You think it's like yeah, no, but we had no people know that they click on the logo Yes, people don't know that they click on the logo. No people use breadcrumbs to navigate back to the homepage on your website No, people use the back button to navigate back to wherever they were before Yes, people expect it to be there. It depends What does it depend on? Well, what about when it's on mobile and the navigation's collapsed and you can't see the link Have you considered the user journey? Do people ever visit or need to visit the home page? Do you want to send them there or somewhere else? Test it said somebody I did test it said somebody else and people do some crazy things You people in this room. You are not normal. I hate to say that I hope that's within the scope of the code of conduct to say that And you are all experienced website people and you know how these things work And you probably know that to click on the logo to go to a homepage or something and get frustrated when that doesn't happen and a Lot of your users aren't like that So this is a thing called bias try and take your own internal biases out of your thinking about user experience Ask the questions get other people to answer them That's what I'm gonna do later User experience is hard gosh here's some research These are two tweets that appeared within the space of about 20 minutes retweets by swash smashing swashing magazine Smashing magazine. This says a red button converts 34% better than a green button Yes, go and change all your buttons so that they are red and you'll sell and make more money and everything Oh, hang on a minute. We got exactly the opposite result a few weeks ago You X is hard This is this is the whole point of this talk really the simplest web app in the world I've been challenged on this front, but let's go with it So I have a child as I have two children actually and I made this thing called has your baby arrived yet.com It's along the same vein as is it Christmas.com and is nickel back the worst band in the world ever ever That you don't need to write that. There's some funny stuff There are other sites like this it just says yes or no It has one function. It has one button and you click that button and it turns the word no to the word yes It has this user journey. You discover the site through Finding it somehow maybe not landing on the home page landing on the status page for a friend of yours And you go I need this service in my life because in the later weeks of pregnancy People come to you all the time and they say has your baby arrived yet and you go So if anyone is in that category find me I'll give you a card you can sign up you discover the website You arrive at the homepage. You decide you're gonna sign up and create an account. It has two functions really one is sign up And then once you've done that you log in and this is quite important because you really want to log in from a mobile device Because again, you're not normal. Maybe you guys would take your laptop into a delivery suite to have a baby But most normal people wouldn't they take a mobile device with them So they want to log in on that and then you hit the button and you change your status is Tim Nash in the room. Oh Bless him. Tim. That's has this great joke that's on my future roadmap for this product called push notifications. Think about it. It's funny So I'm gonna dash through all the questions that I asked about this thing when I created it and and We'll group them into categories and we'll just see how crazy this simple thing that has two functions is and if you want to Go back and review the slides and see the questions that I asked them the things that I did Please do are we keeping up folks? We're good. I think we're good. Okay, so how did the user get here? How can I get more people here? Acquisition is kind of seems easy, but those questions are quite hard to answer Navigation is hard. What should be in my navigation? What should not be in my navigation? What about when I'm logged in that the navigation items change should I have a home link? We know that's a hard question Calls to action are well They're mostly easy, but people tend to use them quite badly or not at all as we've seen with dead ends So what might the user want to do next? Can I easily take action on mobiles? Can I simplify by limiting the number of choices? Blah blah blah copywriting is hard? How can I simplify or edit this text on this page? What do I need to say? What don't I need to say? How I clearly and so blah blah blah Do I need to explain this to new users or is some prior knowledge assumed is my page too long or too short on my lines too Wide or too narrow? Right mobile friendly is hard this site is responsive But it wasn't too hard because the design is really simple because I'm not a designer Forms are really hard Blah blah blah what I say about forms is there are things like if you're collecting an optional piece of information Is that complicating your form unnecessarily? Can you take it out and go and look at all the research that other people have done about forms and how you can make them more simple? There's lots of good advice out there user journey is a hard what happens now What screen do users go to should the user be logged in do they get an email doesn't admin get an email? They keep enough how long are people logged in for which is critical because you might log into your mobile device two months Before you actually deliver the baby what screen is shown after they log in this stuff about that What is the button feedback? What else happens after pressing the button and so on? and Should there be an oops or undo option I quite like one of those and This was the simplest web app in the world it had two actions You could sign up and you could change your status. I asked 46 questions or raised 46 points about it UX is hard And Which way now This is the roundabout that I'm named after it really does exist. I'm in the Swindon office and Beg steal or borrow there's lots of research that people have done there's information that's published There are blogs that you can follow there are books that you can read You don't need to be an expert at this to start learning about it And I encourage you if you've been inspired to ask questions Of your own about user experience to start learning about it, and it's fascinating. It's really good Oh that read each of these slides these which way now slides has a resource at the bottom if you can't read that because it's too Small look at the slides. They'll have the links on or more later Ask questions your resource for this is your own brain You've seen that I was capable of asking 46 questions about a very simple thing and Step back and think like put yourself in the shoes of a user and come to your website afresh and ask questions about it And see what questions come up and what your answer to those might be Test and observe testing is actually critical. It's a whole talk of its own user testing I've not dwelt on it much. I'm saying that your resource for this is your mum your dad your grandma and your cat and Literally give the things that you're creating to people who aren't technical people. You're not normal remember and give it to people who are That might be your mum dad grandma or cat track and analyze so Analytics are really helpful. You can create simple analytics events that tell you when your users take actions Set set those up so that you can see create a home link in your navigation And then set an event to trigger when someone clicks it and see if anyone ever actually does it They're really simple methods that you can start implementing like tomorrow To test the things that you have on your website and see if people use them or not Change things and test them so bit more advanced on the user testing route Google experiments is built into Google analytics and is a simple way to do what's called a B split testing Where you have one version of your website you show to some people and another version that gets shown to other people And you analyze which one performs best and there are other tools such as Optimize Lee other split testing tools are available and there's this design tool called in vision I've been told it's the end. There's a few more and there's in vision is a design tool that you can use to test stuff Before you implement it. It's great. They have a mobile app that records people's faces as they interact with your prototypes That's really cool and think outside the screen and my resource for this is your own experiences So you've all had user experiences that have been good or bad with whatever those things are and Think that it's not just the website you're creating think about the emails you send think about if you're doing e-commerce Think about fulfillment and all those kind of things All these things contribute to the resource and ask discuss and learn I have created I don't want this to be the end of something. I want to have a big sign here that says end Can you hold it up and show everyone? Turn it around because they can't see it Sorry This is I'll decide it's a start This is the start of a journey and a discussion for people. I hope I created UX for everyone There's not much on it right now But I'm hoping to post some of the stuff from this talk and thoughts and resources and books and links on there There's a Twitter account and Facebook page and some of you know more about this than I do So come along and contribute to that ongoing discussion. I don't necessarily have the answers. I'm Ross Wintle I'm magic roundabout But more importantly check out UX for everyone and let's carry on having this conversation I hope that was fun and woke you up after lunch. I don't have answers. Are there any questions? Are you doing Q&A Mick? Okay, I'll run Q&A. Oh, no Thanks, Ross. That's a great talk and it's it's I'm a developer and I I thought I knew how to do the stuff and then I realized no I don't until someone comes up and goes that's not obvious. Yay. I was remembering. Oh, I'm not the normal user I use the inch at this way and 90% of people don't and that's who the user is there was just an interesting thing I think I think it was on donor cards. They increase. I think it's in the UK. They increased Donors by a huge amount and all they did was flip the question instead of saying tick this box to donate your kidney Or eyes. They just said ticks this box to not donate and it's those little interactions that can Boost whatever where we do a lot of AB and multivariate testing on our designs I'm just wondering is this is there ways of kind of AB testing? Experiences, you know more like AB testing those journeys. I have you done any work on that So the question if you didn't hear it was are there ways of user testing? Experiences and that's a great question and the fact that I had those slides about UX makes people smile and UX can change the world. I guess those kind of sum that up a little bit that those things Probably people have done research about Whether or not their experiences with products and things that they have Have that kind of effect on them, but the research I did before this talk I couldn't find an awful lot of that So Yeah, again, let's let's carry on having the conversation It's a really fascinating question taps into the psychology side of things and everything. I like it I don't really have the answer But let's Google together and see if we can come up with some case studies of people test testing user experiences A more general level and does is that that's not Cool great example with the donor cards They did the same thing on the train line where they changed the default option from buying insurance to not buying insurance so you opted in rather than out of buying insurance for a train journey and Their dropout rate for that form Shot down by a substantial amount and they sold more train tickets So just changing a default on the checkbox can make people want to hang around or go somewhere else Mike it back Hi, not specifically a question, but just an example to reiterate Reiterate about thinking about the actual user's experience So my local asda has a lift and somebody very thoughtfully decided to put Braille on the buttons To this, you know, so you knew which button you were pressing if you were blind Unfortunately, the Braille disc actually isn't the button that you press So you can read if you're blind you can read which floor Only you actually need to press the blank circle next to it Of course, you don't know that because you can't see it So somebody thought we need to cater for blind users, but they didn't think how will a blind user actually use this lift So you need to make sure you think not just of the whole idea of the experience But how your users will use it totally and that taps into a great conversation I was having with Mick He's doing what you're doing you're doing stuff in the next session You're doing the accessibility panel. He we had a great conversation about how UX and accessibility overlap I didn't talk about it much, but it is really important Joe Leach is an interesting guy look him up. He's Mr. Joe on Twitter and he he did the thing with Again going back to train tickets. Sorry. I'm a train bore and where he observed people using the little ticket collection machines and Realized that there was like a woman with a handbag like this and she had a wallet and she was holding a drink And she was trying to like tap the screen and all this and what they ended up doing was just lowering Physically lowering the interface of this machine down lower so that she wasn't trying to hold her bag up to tap things up here She was like just able to more naturally use that interface for collecting her ticket and maybe that's an example of an experience That's not it's not like it doesn't make people Do more or less of a thing it just helps them to do the thing that they were going to do anyway Phew. Oh, no, there's one more. I Was I was over here? What's that? Hi Ross. Hi talk. Thank you Just a quick question about do you have any experience with any other tools you miss mention Optimize Lee and one or two other ones Is there any other particular tools you've looked at? No, so I confess like hands up. I'm sorry And I don't do a huge amount of user testing because I tend to work on smaller projects Where they don't have budget and it's hard to convince them to put budget aside for it They also tend to be fixed scope and fixed budget projects where it's hard to convince them even that That actually you want to have some subsequent phases where we iterate and improve on what we've built This is an issue with pictures and proposals, which is probably a lightning talk for someone to do Where if I were to say well, let's do some iteration later the initial size of my project would be like Smaller so we wouldn't use all the big budget to build the initial phase and the initial phase therefore wouldn't be as functional Sorry, what was your question? Oh Testing tools and so I don't work on an awful lot of projects that do that a lot of my I'm in front of the screen I'm not a lot of my user experience stuff is trying to make things as the least bad They can possibly be by asking these questions about them and by using other people's research and techniques and By learning as much as I can about it and feeding that into the projects that we do do so again You expect everyone is for all of you guys if anyone has used these testing tools more than I have Come and tell us what they are I'll retweet stuff from the Twitter account and paste stuff on the Facebook Let's kind of continue that afterwards as we tap into the knowledge of the crowd. I guess Yes, thank you. I'm still not free Hi, oh, hello, sorry Go on. He's had a turn. Um, I was just wondering you run about user experiences that make you smile What's the best experience that you've had with that? What's your favorite example of? user experience that makes you smile Wow Well, okay, not this hard to say the absolute best but and this is an opinion Shopify have nailed checkout Okay, Shopify's user experience for doing Like putting your credit card details in and putting your details in is in it's just a joy to use and It doesn't normally make me smile. So I'm spending money, but it's it's a really classic example of something. That's really good And I don't know anyone else got a brilliant experience. They'd like to share is that who's that then there could get a mic there How much time what's the time? I love when the 404 pages are really funny And they don't make you feel stupid or you know, like they make it like it's their website That's got a problem and they make it silly and makes you feel good instead of being like Oh, it doesn't work and they help you and put like clever links so you can actually bounce back and find something So 404 pages 404 pages superb Slack another cool thing slack does if you've got a team on slack and you've got like 20 people and one of them goes on holiday And you're the administrator that pays for that team slack will go Oh, this person hasn't used slack for a week. What we'll do We'll turn their temporarily disabled their account until they come back We won't charge you for it and then send you an email to say hey, we didn't charge you for this person because we didn't use our service Whoa, you automatically saved me money That's kind of that makes me smile every time I get one of those There's a guy here with a question and then I think it'll probably have to be the last one from the back Yeah, it was kind of more of a response to the user testing and multivariate Or a B testing and we use optimise the at work and I'm not a big fan of it It kind of solved the problem at the time. So what we've done is We have child pages of a page and then when you load a page It'll choose one of those child pages to load and then you can wait them So you can say show this 50% of time this 10% of the time and that whole concept is called design of Experiment it's from the 1920s So if you want to test your website, it's just design of experiment and then you can get the pages to compete and you can change the waiting Based on the Google API so you can say whichever one is winning show that one more and at the end of the month the one that one wins out whatever and Then you can just cover all your links with a click event Tags and Google Analytics like to push 20 extra parameters so you can pass a user ID or you can pass like a user ID number Not the email address and other data So you can just test what everyone's doing and see what they're doing yet And then you know so you can build your own tools in WordPress quite easy. What's your name mate? Gerald Joe Gerald Jared. Yeah, hold the mic. He's taking the next question One more from the back It was just a comment on user experience in a great one. I had a few weeks ago I asked my a Siri to call my new wife Emily pebbles and she always says my surname wrong and She self-recognized that she was saying my surname incorrectly and asked me to teach her how to say My surname correctly and I'd never heard of anyone else having that experience with that type of software before So that was a great one That's cool. I'm Siri and some of these there's a lot of talk about conversational user interfaces right now Some of those are textual and some of those are verbal, but they're definitely a kind of trend of stuff at the moment Worth looking into and Siri as an example of where those interfaces can sometimes surprise and delight to you I'm gonna have to call it quits come and chat to me or chat amongst yourselves afterwards. Thank you