Usability Inspection for AT&T Official Website Debaleena Chattopadhyay, Katherine Pacis Manuel, Li He Rethink Usability

Requirement Analysis & Application Modeling Part 1

1. Stakeholder Goals: Overview

Business Process Goals Earn Revenue Compete Fairly in the Market Gain Popularity Advertise Products Showcase Bundle Deals Advertise 3rd Party Products (Phones/Accessories) Maintain Business Model Cost Reduction

Consumer Concern Goals Customer Loyalty 24X7 Availability User Experience Goals Trustworthy Robust Customization De-fragmentation

2. IA: Overall Site

2. IA: Personal Section

3. Key User Profiles On-the-go Student Lisa Eaves Economical Tech-timid Jennifer Minnelli Tech Enthusiastic Steve Spellman

Usability Inspection Result Overview Part 2

Inspection Results

Severity Scale 1 – Cosmetic problem only 2 – Minor usability problem 3 – Major usability problem 4 – Usability catastrophe Severity of problems in relation to business goals primarily impacts: Advertisement of products/services Gaining popularity Compete fairly in the market

Navigation (6 problems) Feature [Heuristic]ProblemOverall SeveritySeverity (with Business Goals) Tree navigation [Backward navigation] “Did I not leave the breadcrumbs?” Navigation within a topic [Orientation clues] Looped Navigation3.33 Navigation within a group of topics [Accessibility]; within a topic [Accessibility of different pages]; and overall Navigation Inconsistent Navigation Tree Navigation [Depth anticipation] “How Long, How Far”33 Navigation within a group of topics & within a transition [Orientation clues] “Where am I ?”32.17 Navigation within a transition [Accessibility of a target] & within a group of topics [Introduction list] Target Accessibility

Content (2 problems) Feature [Heuristic]ProblemOverall SeveritySeverity (with Business Goals) Text [Conciseness]Lack of Conciseness Text [Authority]Unidentified Third-Party Elements 1.662

Interface: Cognitive (2 problems) Feature [Heuristic]ProblemOverall SeveritySeverity (with Business Goals) Information architecture [Website mental map] Failure to Create Mental Map 3.33 Information architecture [Classification Adequacy within group of topics and transition lists] Inadequate Classification 32.66

Interface: Semiotics (5 problems) Feature [Heuristic]ProblemOverall SeveritySeverity (with Business Goals) String of Characters [Ambiguity/Clarity; Generality vs. Specificity] Ambiguous, Overlapping and Unspecified Labels Macro-areas [Grouping adequacy; Position of importance] Inadequate Information Grouping Interaction Images [Conventionality; Intuitiveness] Unintuitive Images/Icons String of Characters [Ambiguity/Clarity] Too Many Emphasized Words 22 String of characters [Information scent] Using Code to Specify Items 21.33

Interface: Graphics (6 problems) Feature [Heuristic]ProblemOverall SeveritySeverity (with Business Goals) Overall graphic design [Widget consistency] Inconsistent Widgets31.66 Overall graphic design [Anchor states; Anchor identity] Ambiguous and Misleading Anchors Overall graphic design [Icon consistency] Inconsistent Icons Overall graphic design [Visual identity] Inconsistent Visual Identity Page layout [Position consistency] Inconsistent Object Positioning Overall graphic design [Font size] Small Font Size2.332

Technology (5 problems) Feature [Heuristic]ProblemOverall SeveritySeverity (with Business Goals) Optimization [Page downloading time; Media streaming] Lack of Optimization2.662 Errors management [System reaction to errors of a user; Scripting errors] Invalid User Error Handling Errors management [Operation management] Refresh Page Problem Errors management [Scripting error] Blank Page22.33 Browser compatibility [HTML interpretation] HTML Incompatibility21.66

Scenario-based (7 problems) Usability Goal ViolationProblemOverall SeveritySeverity (with Business Goals) UtilityInflexible Comparison Functionality EffectivenessUser Un-friendly Requirement 2.67 EfficiencyLack of Visibility of Buttons Effectiveness; EfficiencyPoor FAQ/Customer Support 2.33 UtilityLimited options21.66 SafetyAutomatic audio1.661 EfficiencyHidden information11

Results Summary Uncovered salient issues that impacted user experience and business goals Website is not very usable and is in need of improvements, mainly in navigation design and information architecture.

Typical Problems Part 3

Anchor Ambiguity

Overlapping Labels

Mental Mapping & Memorability

Shop Wireless Internet Home Phone Digital TV Services Bundle is a shopping feature. U-Verse is a technology across services. Legends Bundles U-Verse / Non-U- Verse Bundles U-Verse/ Non U- Verse

Depth Anticipation

Navigation Loops

1 2 3 Same Page Navigation Loops

Recommendations Transparency in Information architecture Consistency and clarity in Interface Design Refinement of present Navigation options Topic Difference Awareness clear inter-topic transitions unambiguous orientation clues a universal shopping cart consistent styling to identify anchors visited link coloring Intuitive associated anchor icons unambiguous anchor labels Widgets should not afford deceptive functionality backward navigation Stick to general-to- specific navigation paradigm Make multiple navigation consistent Better introduction lists Orientation clues transition lists

Thank you! Questions?