Asking Users and Experts Interviews, questionnaires, evaluation Case Study – Online Brokerage Firm
Types of Interviews Unstructured Structured Semi-structured Group Fontana and Frey, 1994
Types of Interviews scripted replicable rich Unstructured Structured Semi-structured
Types of Interviews = scripted replicable rich Unstructured Structured Semi-structured
Types of Interviews = scripted replicable rich Unstructured Structured Semi-structured
Types of Interviews = scripted replicable rich Unstructured Structured Semi-structured
Types of Interviews = scripted replicable rich Unstructured Structured Semi-structured
Types of Interviews Structured interviews use closed questions with a precise answer. “Did you access the help section for your trade?” “Yes” or “No” Semi-structured interviews start with preplanned questions with a probing follow up. “Did you find the answer required for your trade?” “Did the CRS support provide with an answer”? “Were they able to answer your question?” “Were you satisfied with the answer or action taken?”
Interviewing Basics Question Types Closed questions have a predetermined answer e.g. “yes”, “no”, “maybe” Open questions have no predetermined answer e.g. “tell me more about your online experience?”
Surveys & Questionnaires the gathering of information Questionnaire the tool used to gather the information
Questionnaires ‘yes’, ‘no’ checkboxes checkboxes that offer options “please rate the following statements” Likert rating scales semantic scales biopolar attitudes – helpful vs. unhelpful open-ended responses
Asking Experts Experts use their knowledge of users and technology during the review process Apply set of heuristics to guide the evaluation Experts note potential problems by using walkthroughs or scripted task scenarios during the evaluation
Asking Experts Advantages Drawbacks evaluation can use mockups or prototypes Heuristic evaluation is less expensive and flexible Drawbacks important problems may get missed trivial problems may get identified
Case Study – Online Brokerage Firm One site redesign Two site iterations of content Analysis of findings
Case Study – Online Brokerage Firm Project was to redesign the interface of the site Make the site and its trading tools to be more “intuitive” Site had to adhere to global branding constraints. Branding and navigation was built on top of the old site architecture
Case Study – Online Brokerage Firm Brokerage firm saw the redesign as a success Users found the new site confusing Help features were not always available
Case Study – Online Brokerage Firm Users Novice Users – GRQ’s “Get Rich Quick” – novice traders Limited exposure to equity trading Experts Long time users of the online brokerage Experienced equity traders Additional Experts Marketing department
Case Study – Online Brokerage Firm Novice users: Found menu structure confusing Lack of support features Terminology confusing Caused indecision when trading
Case Study – Online Brokerage Firm Expert users: Found menu structure confusing Lack of on-demand support features
Case Study – Online Brokerage Firm Marketing staff: The site is easy to use “I use it every day!”
Case Study – Online Brokerage Firm Common Findings Confusing navigation Lack of support features Uneven FAQ section Lack of Demonstrations or Tutorials Need for CSR or SME support
Case Study – Online Brokerage Firm User Findings Novice Help seeking Detailed help CSR support Expert Quick help Confirmation
Case Study – Online Brokerage Firm User Findings Novice Help seeking Detailed help CSR support Tutorials Expert No support Quick help User Cross-over Novice No support Quick help Expert Help seeking Detailed help CSR support Tutorials
Case Study – Online Brokerage Firm User Findings Novice Help seeking Detailed help CSR support Tutorials Expert No support Quick help User Cross-over Novice No support Quick help Expert Help seeking Detailed help CSR support Tutorials
Case Study – Online Brokerage Firm User Findings Novice Help seeking Detailed help CSR support Tutorials Expert No support Quick help User Cross-over Novice No support Quick help Expert Help seeking Detailed help CSR support Tutorials
Case Study – Online Brokerage Firm Outcomes additional tutorials and demos added limited account sign-up filtering minor changes to navigation small budget for changes marketing department still thought “they were right”
Case Study – Online Brokerage Firm Support the needs of novice and expert users User feedback changes the nature of conceptual ideas Development of interactive applications is not linear
Resources Usability First Elements of the User Experience http://www.usabilityfirst.com/ Elements of the User Experience http://www.jjg.net/ia/