first things first: fix the tasks!
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First Things First: Fix the Tasks!
Mike AtyeoJ Boye PresentationWednesday May 4, 2011
www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com
Contacts
Phone (613) 271-3001Email [email protected] Web www.neoinsight.com Mail Suite 374
300 Earl Grey DriveOttawa, OntarioCanada K2T 1C1
Gord Hopkins
Mike Atyeo
Scott Smith
Strategic design(613) 271-3001 [email protected]
User Experience Specialist (613) 271-3001 [email protected]
Competitive strategy (613) 271-3001 [email protected]
Lisa FastExperience Designer (613) 271-3001 [email protected]
J Boye presentation 3© Copyright 2011 Neo Insight Inc.
Top task identification Not all tasks are equal - the top 4 tasks garnered
the same number of votes as the bottom 43
1. Find a Person2. Procedures, Policies...
3. Corporate News
4. Training, Learning
30,000 Intranet users... 4 Countries...
J Boye presentation 4© Copyright 2011 Neo Insight Inc.
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Carewords
Vo
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Tasks
The Long Neck
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Target audiences’ votes on their top tasks
J Boye presentation 5© Copyright 2011 Neo Insight Inc.
The Top Task Law
Total website quality improvement is proportional to the frequency of use and the importance of the improved tasks to users.
Corollary
To get the biggest ROI on improvements to your website, concentrate on improving the most frequent and important user tasks.
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Carewords
Vote
J Boye presentation 6© Copyright 2011 Neo Insight Inc.
Aside...
http://www.slideshare.net/lrosenfeld/redesign-must-die
J Boye presentation 7© Copyright 2011 Neo Insight Inc.
“Find a person” test results
115 tests of Find a person tasks...
4 companies, 3 countries...
44% Failure rate
14% Disaster
J Boye presentation 8© Copyright 2011 Neo Insight Inc.Mary Meeker, 2010
J Boye presentation 9© Copyright 2011 Neo Insight Inc.
Why Test? Why test behaviour? You are not your user
Opinion-wars waste time and money
Management responds to measurement
Users’ expectations and technology are both changing too rapidly to rely on our past experience alone
Small changes can make a big difference
Even professionals are never certain of the results
Web visitors are real people with things they want to do
To obtain objective, continuous measures
When people look at a page, they see things differently than when they use a page
Users cannot explain their own behaviour
J Boye presentation 10© Copyright 2011 Neo Insight Inc.
279%
J Boye presentation 11© Copyright 2011 Neo Insight Inc.
Why Test? Why test behaviour? You are not your user
Opinion-wars waste time and money
Management responds to measurement
Users’ expectations and technology are both changing too rapidly to rely on our past experience alone
Small changes can make a big difference
Even professionals are never certain of the results
Web visitors are real people with things they want to do
To obtain objective, continuous measures
When people look at a page, they see things differently than when they use a page
Users cannot explain their own behaviour
J Boye presentation 12© Copyright 2011 Neo Insight Inc.
Exercise: Concentration
http://www.youtube.com/watch?v=IGQmdoK_ZfY&feature=player_embedded
J Boye presentation 13© Copyright 2011 Neo Insight Inc.
Why Test? Why test behaviour? You are not your user
Opinion-wars waste time and money
Management responds to measurement
Users’ expectations and technology are both changing too rapidly to rely on our past experience alone
Small changes can make a big difference
Even professionals are never certain of the results
Web visitors are real people with things they want to do
To obtain objective, continuous measures
When people look at a page, they see things differently than when they use a page
Users cannot explain their own behaviour
J Boye presentation 14© Copyright 2011 Neo Insight Inc.
Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.
http://www.useit.com/alertbox/banner-blindness.html
almost no fixations within advertisements
users don't fixate within design elements that resemble ads
J Boye presentation 15© Copyright 2011 Neo Insight Inc.
Why Test? Why test behaviour? You are not your user
Opinion-wars waste time and money
Management responds to measurement
Users’ expectations and technology are both changing too rapidly to rely on our past experience alone
Small changes can make a big difference
Even professionals are never certain of the results
Web visitors are real people with things they want to do
To obtain objective, continuous measures
When people look at a page, they see things differently than when they use a page
Users cannot explain their own behaviour
J Boye presentation 16© Copyright 2011 Neo Insight Inc.
Where the participants looked: eye-tracking
• Quantitative task study showed what happened.
•The eyetracking revealed the why.
•People tended not to look at the ‘faces’ boxes.
•Despite the fact that a high proportion of the gazes are to the right hand side.
•And the layout of the page directs attention to the right.
•Note that they didn’t glance at the image and ignore it – they didn’t even look at it.
•So this happens subconsciously: people aren’t making a conscious decision to ignore the image.
•And it happens very quickly – within milliseconds.
Tullis, T., Siegel, M & Sun, E. (2009) Proceedings of the 27th International Conference on Human Factors in Computing Systems, Boston, MA.
J Boye presentation 17© Copyright 2011 Neo Insight Inc.
Why Test? Why test behaviour? You are not your user
Opinion-wars waste time and money
Management responds to measurement
Users’ expectations and technology are both changing too rapidly to rely on our past experience alone
Small changes can make a big difference
Even professionals are never certain of the results
Web visitors are real people with things they want to do
To obtain objective, continuous measures
When people look at a page, they see things differently than when they use a page
Users cannot explain their own behaviour
J Boye presentation 18© Copyright 2011 Neo Insight Inc.
Which version led to a 19% increase in purchases?
A B
J Boye presentation 19© Copyright 2011 Neo Insight Inc.
The deals damage sales!
Additional navigation at the top of Version A helped convince 19% more visitors to purchase something.”
“Clearly customers prefer more links to help them find their own desired path rather than being told what the promos of the day are...
J Boye presentation 20© Copyright 2011 Neo Insight Inc.
Task Benchmarking: Metrics
Completion rates: percent of successful task completions
Disaster rates: percent of people who thought they’d completed the task successfully but had the wrong answer
Completion times
Target times: estimated or based on another site
Frequency: estimated number of times a staff member completes the tasks during a given time
Potential return: estimated money or time that can be saved by improving the efficiency of the tasks
Confidence: self-rated – in disasters and in successBased on: http://www.customercarewords.com/task-performance-indicator.html
J Boye presentation 21© Copyright 2011 Neo Insight Inc.
Priority:1. Increase success rates2. Reduce disastersThen, and only then:3. Decrease time
Overall task performance breakdown
J Boye presentation 22© Copyright 2011 Neo Insight Inc.
Online Usability Testing Tools Interaction Architecture Tools
http://johnnyholland.org/2010/08/25/how-to-shop-for-unmoderated-usability-testing-tools/
Analytics Tools
J Boye presentation 23© Copyright 2011 Neo Insight Inc.
Photo Marketing Association
MeasureRound
1Round
2Round
3
Completion Rate 53% 68% 82%
Tasks taking >2 min
4 3 1
Satisfaction Ratings
49% 60% 69%
J Boye presentation 24© Copyright 2011 Neo Insight Inc.
Usability Testing: Fast, Iterative Designing without testing is like designing
blindfolded
Testing one user is twice as good as not testing at all
Testing one user early is better than testing 10 later
Recruiting representative users is overrated
Use realistic tasks, but swap them out when you’re not learning anything new
Testing is not to prove/disprove but to inform decisions
Testing is an iterative process to be repeated
Test early – test often!
Based on: Steve Krug, “Rocket surgery Made Easy”, 2010
J Boye presentation 25© Copyright 2011 Neo Insight Inc.
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Tasks
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Fix the basics first:1. Select only the top tasks2. Increase success rates3. Reduce disastersThen, and only then:4. Look at making the task
quickerMove on to the next level tasks
J Boye presentation 26© Copyright 2011 Neo Insight Inc.
www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com
Contacts
Phone (613) 271-3001Email [email protected] Web www.neoinsight.com Mail Suite 374
300 Earl Grey DriveOttawa, OntarioCanada K2T 1C1
Gord Hopkins
Mike Atyeo
Scott Smith
Strategic design(613) 271-3001 [email protected]
User Experience Specialist (613) 271-3001 [email protected]
Competitive strategy (613) 271-3001 [email protected]
Lisa FastExperience Designer (613) 271-3001 [email protected]