1 Information Architecture Designing and Organising Digital Information Spaces Part VI. Users & Usability

2 Usability “The effectiveness, efficiency, and satisfaction with which specified users achieve specified goals in particular environments.” – ISO 9241

3 User-Centered Design “User Centered-Design (UCD) is a philosophy and a process. It is a philosophy that places the person (as opposed to the 'thing') at the center; it is a process that focuses on cognitive factors (such as perception, memory, learning, problem-solving, etc.) as they come into play during peoples' interactions with things.” - Society for Technical Communication

4 User Experience “User experience encompasses all aspects of the end- user's interaction with the company, its services, and its products. The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.” - Nielsen Norman Group

5 “Why do we have so many unusable things when we know how to make them usable? I think it has to do with the fact that the usability advocates don't understand business.” Don Norman interview on NewScientist.comNewScientist.com

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7 Invisible Information Architecture

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Design Look 46.1% 2.Information Design/Structure 28.5% 3.Information Focus 25.1% 4.Company Motive 15.5% 5.Information Usefulness 14.8% 6.Information Accuracy 14.3% 7.Name Recognition & Reputation 14.1% 8.Advertising 13.8% 9.Information Bias 11.6% 10.Writing Tone 9.0% 11.Identity of Site Operator 8.8% 12.Site Functionality 8.6% 13.Customer Service 6.4% 14.Past Experience with Site 4.6% 15.Information Clarity 3.7% 16.Performance on Test by User 3.6% 17.Readability 3.6% 18.Affiliations 3.4% “While information structure is often associated with usability, the comments here show how information structure has implications for credibility. Sites that were easy to navigate were seen as being more credible.”

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15 Location  Trust  Hits Location

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18 2Advanced Studios

19 User Research

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24 Paper Prototyping Images from Paper Prototyping By Carolyn Snyder

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28 Q Research Methods Testing  Identify a design firm to hire.  Provide a few referrals.  Scenarios by phone. Interviews  How found Q?  How describe experience?  What makes Q different? Competitive Analysis  Review competitor’s web sites.  Search engine queries.

29 Q User Research Highlights Referrals are critical Unsophisticated search methods “design firm logo massachusetts” simply finding may be enough get lost even in small web sites parameters (geography, budget) Client List, Portfolio, Case Studies very important big names, my industry, flexibility also check Who We Are (bios, photos)

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36 NCI Home Cancer Information Types of Cancer Melanoma Home Page Cancer.gov Redesign Goals Improve overall ease of use. Improve image and identity. Target content to key audiences. Remove non-clickable bullets. Reduce number of clicks.

37 NCI User Research Server Logs (most popular pages + sections) Search Logs (most common searches, user vocabulary) External Reports (Forrester, Nielsen, ACSI) HCI Research (and common sense) User Research Sessions 1.Testing + Interviews (Existing Web Site, Multiple Audiences) 2.Testing + Interviews (Wireframes, Health Care Professionals)

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40 NCI Home Cancer Information Types of Cancer Melanoma Home Page Cancer.gov Redesign Goals Improve overall ease of use. Improve image and identity. Target content to key audiences. Remove non-clickable bullets. Reduce number of clicks.

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42 For every search performed on cancer.gov, there are more than 100 cancer-related searches performed on public search engines. A Conservative Estimate

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month of NCI searches versus 1 month of Overture searches  NCIOvertureYahoo!Google breast cancer failed melanoma lung cancer prostate cancer failed colon cancer lymphoma failed9 leukemia ovarian cancer cervical cancer mesothelioma failed tamoxifen failed subtotal (specific searches)389,040 cancer315122,59222

45 NCI Home Cancer Information Types of Cancer “cancer” “melanoma” Melanoma Home Page 1 2 3

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49 IA Therefore I Am Peter Morville Semantic Studios Asilomar Institute for Information Architecture Findability