1. morville@semanticstudios.com 1 Information Architecture Designing and Organising Digital Information Spaces Part VI. Users & Usability

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

3. morville@semanticstudios.com 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. morville@semanticstudios.com 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. morville@semanticstudios.com 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. 7 Invisible Information Architecture

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12. morville@semanticstudios.com 12 1.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. morville@semanticstudios.com 15 Location  Trust  Hits Location

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18. morville@semanticstudios.com 18 2Advanced Studios

19. morville@semanticstudios.com 19 User Research

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24. morville@semanticstudios.com 24 Paper Prototyping Images from Paper Prototyping By Carolyn Snyder

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28. morville@semanticstudios.com 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. morville@semanticstudios.com 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. morville@semanticstudios.com 36 NCI Home Cancer Information Types of Cancer Melanoma Home Page 1 2 3 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. morville@semanticstudios.com 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. morville@semanticstudios.com 40 NCI Home Cancer Information Types of Cancer Melanoma Home Page 1 2 3 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. morville@semanticstudios.com 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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44. morville@semanticstudios.com 44 1 month of NCI searches versus 1 month of Overture searches  http://inventory.overture.com/d/searchinventory/suggestion/ http://inventory.overture.com/d/searchinventory/suggestion/ NCIOvertureYahoo!Google breast cancer85277841failed melanoma5892931463 lung cancer4744839198 prostate cancer4185149212failed colon cancer4124410343 lymphoma39834764failed9 leukemia3644660477 ovarian cancer3363228064 cervical cancer3212648173 mesothelioma2451229716failed tamoxifen241117333failed subtotal (specific searches)389,040 cancer315122,59222

45. morville@semanticstudios.com 45 NCI Home Cancer Information Types of Cancer “cancer” “melanoma” Melanoma Home Page 1 2 3

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49. morville@semanticstudios.com 49 IA Therefore I Am Peter Morville morville@semanticstudios.com Semantic Studios http://semanticstudios.com/ Asilomar Institute for Information Architecture http://aifia.org/ Findability http://findability.org/