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 6

Important Elements Too Subtle

Users overlooked “Next 10”

choice.

©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 8

Lack of Clear Task Start Point

Where do I click to start

listening?

©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