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CHI2000 TutorialsAttended by DT Employees
> Successful Strategies for Selling Usability Into Organizations
> Design and Rapid Evaluation of Usable Web Sites
> Designing Speech User Interfaces
> Enabling Technology for Users with Special Needs
> Visual Perception for Data Visualization
> Styling the New Web: Usability with CSS
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Tutorial
Subject: Successful Strategies for Selling Usability into Organizations
Presenters: Rachel Carey, Serco Usability SvcsJeremy Lewison, The Hiser Group
Summary: Intermediate-level, one day tutorial covering the techniques and
arguments for convincing organizations of the value of usability.
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Objectives
> To understand where usability can make a difference within organizations.
> To identify barriers and opportunities which can hinder or support usability
initiatives.
> To communicate usability opportunities in terms understood by each target
audience.
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Why Is Usability Hard To Sell?
> Usability Evangelist / Blind Faith> “I can’t exactly explain it, you’ve just got to
believe! Trust me and you’ll see.”
> “Everybody wants to get to Heaven but nobody wants to die.”> “I want usability but it’s going to hurt/cost too
much to do.”
> Common Sense / We-do-that-anyway> “What you’re suggesting is obvious. Besides, we
do the same thing.”
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Develop a Usability Strategy
> Identify and support the organization’s business goals.
> Decide how business goals should influence design of products.
> Identify barriers and opportunities.> Create a usability culture that supports the design of
products that meet business goals.
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Learn/Know the Culture
> Business goals are not enough> Culture and politics:
> Barriers> Opportunities> Myths> Values
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Create a Communications Strategy
> Identify who to talk to.> Determine what messages are important to them.> Determine best communications vehicles to reach
them.> Use real, relevant data from the organization.> Remain flexible – modify strategy if necessary.
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Argue The Case For Usability
> Develop a business case.> Cost-justify usability - calculate cost-benefit ratio.> Collect company specific data.> Create a usability support plan.> Develop user requirements through UCD methods.> Make usability testing highlights visible.
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Leverage Allies and Opportunities
> Find the Quick Wins or “Low Hanging Fruit”.> Find Internal “Sponsors”.> Ask the Right Questions.> Create a Usability Culture.> Integrate User-Centered Design.
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Choose Effective Tools & Techniques
Usability activities can often double as communications vehicles, simply by involving members of the target audience.
– Usability Testing Sessions– Usability Advocates Groups– Collaborative Design Sessions– Training Workshops– Promotional Videos– Corporate Style Guide– Online Repository of Re-Usable UI Objects
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Do The Following:
> Link usability to business goals / values.
> Invite others (e.g., project managers, developers, customers) to observe usability studies.
> Make sure participants really are current end-users.
> Make usability studies visible.
> Benchmark products whenever possible.
> Present the right message / data to the right audience.
> Always think long term.
> Find out what motivates the organization and leverage it!
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Don’t Do The Following:
> Don’t plow ahead with standards too quickly
> Don’t pick a project that is not high profile to prove the value of usability
> Don’t spend a lot of money on a usability lab without first having the support
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Special Interest Group (SIG)
Subject: A “Bag of Tricks” for Web Usability
Presenters: Thomas Tullis, Eleri Dixon, and Harry HershFidelity Investments
Summary: Informal discussion of 6 small-scale usability evaluation techniques
Fidelity employs to conduct user testing of their web sites.
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Web Usability “Tricks”
> “Where Would You Click?”
> “What Do You Remember?”
> “Where Do You Look?”
> “Can You Guess What This Is?”
> “Where Would You Find…?”
> “What Did You Learn?”
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“Where Would You Click?”
Visual Search Task: • Participant is shown a static screen shot of a web page and is
asked to click on where they would start to perform a specific task. System records response time and accuracy (xy coordinate). Map of click errors produced.
Best for:• Evaluating alternative designs for a given page - typically a
home page• Learning how well visual layout and terminology work for the
userBenefits:
• Quick – user never goes beyond first screen• Only pictures of web pages – before development• Learn where people expect to click
Limitations: • Evaluate alternative designs for specific design only• Static screen shots only
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“What Do You Remember?”
Quick-Look Test: • Participant is shown screen for 5 seconds and is then asked
what they remembered about the screen. Accuracy is based upon main idea, secondary idea, and small details.
Best for:• Determining what stands out on a page• Determines if main concept is easily recognized
Benefits:• Quick• Only pictures of web pages
Limitations: • Nature of scoring very subjective• Bias of facilitator• No context provided
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“Where Do You Look?”
Eye-Tracking Test: • Participant wears head-tracking device while completing four
sub-tasks: Calibration, “What do you remember?”, “Where Would You Click?”, and task requiring scrolling and navigation. Scenarios given to create context. Map of eye tracking.
Best for:• Objectively determining where people look• Analyzing divergent strategies: Browsing vs. Reading
Benefits:• Compelling demonstration of effective vs. ineffective page
designLimitations:
• Intrusive• Equipment expensive• Time consuming to analyze data• Accuracy – calibration difficult
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“Can You Guess What This Is?”
“Greeking” technique: • Participant is shown hardcopy screen shot of ‘greeked’ web
page – random text not readable. Participant is asked to guess where various elements are on page by circling areas. Circles cannot overlap or contain other circles. Accuracy is recorded.
Best for:• Evaluating alternative template designs for site – standard
locations of various elements
Benefits:• Demonstrates user’s preconceptions of page layouts
Limitations: • Difficult to show scrolling page on printout• ‘Greeked’ text sometimes gives clues to its meaning• ‘Greeking’ text in graphics is time consuming
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“Where Would You Find…?”
“Bucket-Naming” Task: • Participant is given the names of links on a page and is asked
to identify under which link they would expect to find a particular item. Accuracy (% correct) is recorded.
Best for:• Evaluating terminology for links• Comparing alternative wording
Benefits:• Evaluates effectiveness of info organization• Demonstrates user’s preconceptions of site structure and
naming conventions• Can be done remotely via email
Limitations: • Should be done in conjunction with another ‘trick’ to fully
assess links
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“What Did You Learn?”
Comprehension Task: • 2 participants are given broad scenarios. They are asked to
brainstorm how they would go about completing a particular task and are then asked to complete the task on the computer.
Best for:• Determining how participants approach and navigate tasks• Evaluating if site is organized by company structure rather
than with customer focusBenefits:
• Gain insight into how users organize their thoughts about tasks• Allows users to frame task in their own way
Limitations: • People more likely to persevere in the lab• Qualitative results ? quantitative tests need to be done• Users have to ‘buy in’ to the scenario/task
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General Comments from Testing
When browsing web pages people:
• Start looking in center and then more left• Look at links first• Avoid non-linked content• Scan for key words• Ignore pictures / graphics that don’t seem to convey
information
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