1. Web Site Design: Learn from Observing Your Customers Web Site Design Panel Web Site Strategy and Tactics Workshop Yaffe Center, University of Michigan September 20, 2002 Presented by: Laurie Kantner Tec-Ed, Inc. Improving the User Experience Ann Arbor, Michigan

2. © 2002 Tec-Ed, Inc.Slide 2 Methods for Learning Your Customers’ Experience In-Laboratory studies (“usability testing”): –Observe customers as they perform real tasks in a controlled setting –Identify problems that are serious or occur repeatedly –5 participants per iteration finds 80% problems Field studies: –Observe people in their workplaces or homes –Learn about customers and context for more in-depth analysis of problems

3. © 2002 Tec-Ed, Inc.Slide 3 Strategy for Using a Combination of Methods Use in-lab studies at these stages: –Prototype: find problems early before investing in back-end coding –Alpha: validate changes from first-round testing or heuristic evaluation Use field studies at these stages: –After release: gain insights about real experiences accomplishing real goals –Beta: observe beta customers’ experiences before release

4. © 2002 Tec-Ed, Inc.Slide 4 What About Heuristic Evaluation? 2 or more usability experts “walk through” a user interface to compare against set of heuristics Valid method for finding “low-hanging fruit” Best when combined with methods that collect actual user data Research-Based Web Usability Guidelines from NCI at: www.usability.gov/guidelines Find Jakob Nielsen/Keith Instone web heuristic guidelines at: www.webreview.com/1997/10_10/strategists/10_10_97_1.shtml

5. © 2002 Tec-Ed, Inc.Slide 5 Frequent Findings in Web Usability Studies Derived from dozens of in-laboratory tests and field studies Tec-Ed has performed Frequently found problems: –Important elements too subtle –Lack of clear task starting point –Lack of meaning in labels and messages –No status feedback

6. © 2002 Tec-Ed, Inc.Slide 6 Important Elements Too Subtle Users overlooked “Next 10” choice.

7. © 2002 Tec-Ed, Inc.Slide 7 Important Elements Too Subtle The product page reappears when Qty not filled in. Study participants missed seeing this message.

8. © 2002 Tec-Ed, Inc.Slide 8 Lack of Clear Task Start Point Where do I click to start listening?

9. © 2002 Tec-Ed, Inc.Slide 9 Lack of Meaning in Labels Short button labels look clean but often create ambiguity Example: Users assumed Proceed to Checkout also added to cart

10. © 2002 Tec-Ed, Inc.Slide 10 Lack of Meaning in Messages Error messages must offer solutions “Sorry” message dissuaded users from trying other spellings.

11. © 2002 Tec-Ed, Inc.Slide 11 No Status Feedback “I want to know if the system will ask me if I want to save this second line item. (No system response.) At this point, I’d go to Help because I’m not sure what's going on.” “Well, I clicked it [the Accept button], and I didn’t get a message or anything.” “There is a Delete button at bottom of page. I would like to see a window pop up and ask, ‘Would you like to delete this?’”

12. © 2002 Tec-Ed, Inc.Slide 12 Cost-Justifying Usability Cost of collecting usability data easier to identify than benefits, which are: –Increased development efficiencies: Problems discovered early are easier to fix User data resolves disagreements –Decreased burden on customer service and tech support –Reduced training costs –Greater visitor productivity –Increased visitor satisfaction

13. © 2002 Tec-Ed, Inc.Slide 13 Best Practices for Usability Work During Website Development If time permits only one cycle of evaluation, collect real user data: –In-lab studies easier to manage –Heuristic evaluation “just another opinion” Evaluate with truly representative users Realize you can’t evaluate — or fix — everything in one cycle Make tasks as realistic as possible