1. Asking Users and Experts
Interviews, questionnaires, evaluation
Case Study – Online Brokerage Firm

2. Types of Interviews Unstructured Structured Semi-structured Group
Fontana and Frey, 1994

3. Types of Interviews scripted replicable rich Unstructured Structured
Semi-structured

4. Types of Interviews = scripted replicable rich Unstructured Structured
Semi-structured

5. Types of Interviews = scripted replicable rich Unstructured Structured
Semi-structured

6. Types of Interviews = scripted replicable rich Unstructured Structured
Semi-structured

7. Types of Interviews = scripted replicable rich Unstructured Structured
Semi-structured

8. 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?”

9. 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?”

10. Surveys & Questionnaires
the gathering of information
Questionnaire
the tool used to gather the information

11. 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

12. 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

13. 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

14. Case Study – Online Brokerage Firm
One site redesign
Two site iterations of content
Analysis of findings

15. 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

16. 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

17. 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

18. Case Study – Online Brokerage Firm
Novice users:
Found menu structure confusing
Lack of support features
Terminology confusing
Caused indecision when trading

19. Case Study – Online Brokerage Firm
Expert users:
Found menu structure confusing
Lack of on-demand support features

20. Case Study – Online Brokerage Firm
Marketing staff:
The site is easy to use
“I use it every day!”

21. 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

22. Case Study – Online Brokerage Firm
User Findings
Novice
Help seeking
Detailed help
CSR support
Expert
Quick help
Confirmation

23. 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

24. 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

25. 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

26. 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”

27. 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

28. Resources Usability First Elements of the User Experience
Elements of the User Experience