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Web Site Design: Learn from Observing Your Customers
Web Site Design Panel
Web Site Strategy and Tactics WorkshopYaffe Center, University of Michigan
September 20, 2002
Presented by:
Laurie KantnerTec-Ed, Inc.Improving the User Experience
Ann Arbor, Michigan
©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
©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
©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
©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
©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.
©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
©2002 Tec-Ed, Inc. Slide 10
Lack of Meaning in Messages
• Error messages must offer solutions
“Sorry” message
dissuaded users from
trying other
spellings.
©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?’”
©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
©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