Quantifying Usability Analysis Afshan Kirmani Usability Analyst Kêrn Communications

The Interactive Experience 2 of 44

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Effort + Delight – Friction* 4 of 44 The Interactive Experience Copyright Change Sciences, Inc.

What people have to do to reach their goal 5 of 44 Effort

When something works well 6 of 44 Delight

7 of 44 What rubs people the wrong way as they work Friction

Something we do almost everyday 8 of 44

9 of 44 Selecting the sites that need to be compared

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12 of 45 Creating profiles 12 of 44

online skeptic value shopper 13 of 44

Online skeptic Very skeptical about doing banking online, but willing to learn more. Needs reassurance in key areas. 14 of 44

Value shopper Just looking for a good deal. 15 of 44

Creating goals 16 of 44

Customer goals & tasks Learn about online banking What is the online fee? What are the features available? Is there an online demo? Learn about bill pay What is the online fee? What are the features available? How easy is it to use? 17 of 44

Site by site we capture how goals are met 18 of 44

Learn about online banking 19 of 44

20 of 44 Learn about online banking

What is the online fee? 21 of 44

Learn about online banking What is the online fee? 22 of 44

Learn about online banking What are the features available? 23 of 44

Learn about online banking What are the features available? 24 of 44

Learn about online banking Is there an online demo? 25 of 44

Learn about online banking Is there an online demo? 26 of 44

Learn about bill pay 27 of 44

Learn about bill pay 28 of 44

Learn about bill pay What is the online fee? 29 of 44

Learn about bill pay What is the online fee? 30 of 44

Learn about bill pay What are the features available? 31 of 44

Learn about bill pay What are the features available? 32 of 44

Learn about bill pay How easy is it to use? 33 of 44

Learn about bill pay How easy is it to use? 34 of 44

Something we don’t do everyday 35 of

Quantifying the potential of a site with respect to the other sites 36 of 44

Sites are given a heuristic weight for each task. The heuristics added as friction also have a weight added. This makes the comparative analysis consistent. 37 of 44

Learn about online banking Tasks Weight What is the online fee?5 What are the features available?10 Is there an online demo?15 Total30 38 of 44

Site by site, we compare how goals are met and how the user experiences each page, thought by thought and click by click. The pages and processes on each site that do the best job of meeting the user’s goals begin to emerge as best practices. 39 of 44

User goals Wells FargoZions BankBank of America Find personal solutions page 555 First impressions net worth First impressions value 1055 First impressions skeptic 5010 Learn about online banking 3005 Learn about bill pay 3005 Compare checking accounts 105 Get checking account details 550 Get product suggestions 100 Apply for a deposit account 105 Total of 44

Elements that are also tracked: Reading Scrolling Clicking Unanswered Questions Navigation Readability Visual Design Problems and Data Entry 41 of 44

Benefits 42 of 44

Qualitative AnalysisQuantitative Analysis Measurable comparison 43 of 44 Objective analysis Consistent outcome Objective best practices

Questions? 44 of 44