Web Site Design: Learn from Observing Your Customers

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Web Site Design Learn from Observing Your
Customers

• Web Site Design Panel
• Web Site Strategy and Tactics Workshop
• Yaffe Center, University of Michigan
• September 20, 2002

Presented by Laurie KantnerTec-Ed,
Inc. Improving the User Experience Ann Arbor,
Michigan
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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

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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

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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/strate
  gists/10_10_97_1.shtml

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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

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Important Elements Too Subtle
Users overlooked Next 10 choice.
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Important Elements Too Subtle
The product page reappears when Qty not filled
in. Study participants missed seeing this message.
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Lack of Clear Task Start Point
Where do I click to start listening?
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Lack of Meaning in Labels

• Short button labels look clean but often create
  ambiguity
• Example

Users assumed Proceed to Checkout also added to
cart
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Lack of Meaning in Messages

• Error messages must offer solutions

Sorry message dissuaded users from trying other
spellings.
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No Status Feedback
Well, I clicked it the Accept button, and I
didnt get a message or anything.

• 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, Id go to Help because
  Im not sure what's going on.

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?
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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

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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 cant evaluate or fix everything
  in one cycle
• Make tasks as realistic as possible