1. Best of Baskin Presented by Avram Baskin

2. Spock says… “The needs of the many outweigh the needs of the few, or the one”

3. Requirements Gathering

4. Focus Groups

5. Protocols What do members expect to see on the web site Three target groups New members Veteran members Committee, chapter, and trip leaders 10 participants in each group

6. Major Issues All participants joined to go on trips, and all participants found it difficult to get the information they needed to go on a trip If members do not quickly find information they want they get frustrated and give up and do not try again Participants felt that they were just “thrown into their membership” – no orientation is provided

7. Recommendations Provide a home page link to trip listings Make trips sortable by date, activity, and type of activity Include printable copy of trip listings Explain the geography of the club and how the Boston Chapter is organized

8. Comparative Home Pages

9. Methodology 30 homes pages from sites for organizations similar to the AMC Six screen shots per sheet of poster board Participants ranked their top five choices, based on immediate visual appeal Lindgaard, Fernandes, Dudek and Brown (2006) Screen shot resolution was 800 x 600 58 participants

10. Five Highest Ranked Sites Randolph Mountain Club 26 Votes American Canoe Association 26 Votes

11. Five Highest Ranked Sites Appalachian Trail Conservancy 16 Votes Nature Conservancy 21 Votes

12. Five Highest Ranked Sites Trustees of the Reservations 16 Votes

13. Five Lowest Ranked Sites Outdoors Club 1 Vote League of American Bicyclists 0 Votes

14. Five Lowest Ranked Sites Save the Harbor, Save the Bay 2 Votes American Whitewater 1 Vote

15. Five Lowest Ranked Sites AMC Southeast Mass. Chapter 2 Votes

16. Next Steps Apply metrics developed by Ivory and colleagues for predicting if a web site will be highly rated Perform a cluster analysis to assess similarities between the groups of ranked sites submitted by the participants

17. Site Visits & Contextual Inquiry

18. LL Bean Corporate Profile $1.5 billion annual sales 21.5% annual sales growth 3,900+ employees 2.6% annual employee growth 200 million+ catalogs distributed per year 10 specialty catalogs

19. About the Call Center Number of Representatives (Agents) Peak…………………………………………3,000 Off Peak……………………………………1,500 Number of Inbound Calls/Day Slow Periods (April & May)………..50,000 Peak Mondays………………………..180,000 No Outbound Calls Except in Response to Service Issues

20. Strategic Objective Customer should speak with a human being as quickly as possible No complex phone trees If wait is four minutes or less, customer is put on hold If wait greater than four minutes, customer gets a busy signal Don’t tie up resources for more than four minutes

21. Avaya Product History Using CMS for almost ten years Export CMS historical data for use in "home grown" historical reports They use CMS real time reports to analyze call volumes and assess resource requirements "CMS is a workhorse" Sue Beckleman, IT Managerc

22. Work Force Planning Analyst Responsible for staffing and scheduling in real time Analyze all call, e-mail, chat, and mail order activity Make sure work is evenly allocated to agents. If high call volumes in certain areas, reassign agents to those areas

23. Work Force Planning Analyst Workspace

24. User Questionnaires

25. Issues May be difficult to provide statistical accuracy i.e. reporting at 95% confidence level with a margin of error of ± 3% Limited resources Possibility of bad data in contact list All members did not have equal opportunity to respond to questionnaire But results still useful Data for user profiles Data for modeling user expectations for the web site

26. Results

27. Activity#% Hiking11432.2 Bicycling5515.5 Skiing4512.7 Kayaking267.3 Backpacking257.1 Canoeing174.8 Snow Shoeing174.8 Camping164.5 Other Activities133.7 Local Walks102.8 Climbing: Rock/Ice/Mountain82.3 Sea Kayaking30.8 Conservation/Nature Events20.6 Wind Surfing20.6 Family Outings10.3

28. Results EIVIINUVUEU EI3769412 VI516148201 I106167211 N95102000 U2631020 VU1212110 EU1001010 Conservation/Environmental Initiatives Recreational Activities EI:Extremely Important VI:Very Important I:Important N:Neither Important or Unimportant U:Unimportant VU:Very Unimportant EU:Extremely Unimportant

29. Usability Testing

30. Methodology Comparison of current site with two other sites AMC: http://www.outdoors.org/http://www.outdoors.org/ Berkshire: http://www.amcberkshire.com/http://www.amcberkshire.com/ The same tasks on all three sites Quantifiable measure of performance Six participants

31. Accessibility The user attempts to resize the text using CTRL+ and nothing happens. “That’s a disadvantage to people my age”.

32. Search Control The user wants to search for a trip, but finds the search form to be to complex – “I’m a Google fan”.

33. Recommendations Size all screen elements using “ems” to allow resizing of text Provide two levels of search Simple search Advanced search

34. Information Architecture

35. Process Flows

41. Wireframes