Adopting IA Heuristics and Iterative UX Reviews: A USPS.com Case Study
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The document presents a case study on the adoption of information architecture (IA) heuristics and iterative user experience (UX) reviews for usps.com by Jeffrey Ryan Pass at the IA Summit 2016. It highlights USPS's significant web metrics, including revenue and site traffic, and emphasizes the importance of a shared vocabulary in communication and continuous improvement in UX processes. The presentation aims to position UX as a champion for related disciplines while providing insights on effective methodologies and tools used in this context.
Adopting IA Heuristics and Iterative UX Reviews: A USPS.com Case Study
- 1. Adopting IA Heuristics and Iterative UX Reviews: A USPS.com Case Study* Jeffrey Ryan Pass | @jeffpass | IA Summit 2016 | May 8, 2016
- 2. Introclaimers* Me: my phone *See complete disclaimers in Appendix 1
- 3. Warner Bros via: Cultura Inquieta It is a federal building with many long hallways; it is engineered for comfort and productivity
- 4. Some people think of USPS as a broken-down machine Flickr: Gordon
- 5. Or an ill-fated machineWTOP
- 6. And while few would think of it as a ruthless machine⦠KUT.org: Paolo Cocco
- 7. β¦those who understand the scope and scale of the operation could be forgiven for thinking it is a tricked out, (mid-century) modern machine Barrett-Jackson
- 8. But the reality is more like thisYouTube: DownShiftRecords
- 9. Or even thisFlickr: Cha Cha
- 10. USPS.com in FY 20151 : β’ $1.01 billion revenue (ο2.0% vs FY14) β’ 1.5 billion site visits (ο22.8% vs FY14) β’ 55 million transactions (ο6.5% vs FY14) β’ 3 million/day average visitors β’ 55th most visited site USA2 β’ 239th most visited site world2 1. Source β USPS metrics (except where2) 2. Source β Alexa, 10/01/15)Flickr: Cha Cha
- 11. USPS.com traffic last week1 : (Wednesday - Sunday, same days as #IAS16) β’ 10,146,208 browsers β’ 20,098,085 visits β’ 50,318,176 page views 1. Source β USPS metrics Flickr: Cha Cha
- 12. How do you communicate? Universal
- 13. Create a shared vocabulary? Contempo III Productions
- 14. 1. Findable 2. Accessible 3. Clear 4. Communicative 5. Useful 6. Credible 7. Controllable 8. Valuable 9. Learnable Adopt (@abby_the_ia βs) 10 IA Heuristics Andβ¦ 10.Delightful (Like Abby) #fanboy @abby_the_ia
- 15. Know your tools, organize them, be their captain Tested
- 17. Have a: plan / menu / approach 500px: Juan Carlos Salas
- 18. Socialize the process Go around the table Columbia
- 19. Adopt a Continuous Improvement Cycle Galleria del Cembalo: Gilbert Garcin
- 20. Iterate, make a (flexible) schedule Mashable: Rob Godshaw Mashable: Rob Godshaw
- 21. Sit in on the painful meetings and calls Polycom
- 23. Give the agency a seat at the cubes Warner Bros.
- 24. Accept that sometimes UX isnβt involved Polycom
- 25. You may be a rock star, but youβre probably not royalty Me: my phone
- 26. Donβt be afraid to freak people out a bit
- 27. Position UX as a champion for related disciplines
- 28. Donβt miss a mailbox
- 29. Your utility belt is more useful than you think
- 30. o USPS o Aquilent o IA Summit (& ASIS&T) o All the IAS volunteers o UXCamp DC & UXPA DC o All the moms (did you send yours a card?) Thank you +: Flickr: Nicholsa Lopez
- 31. Adopting IA Heuristics and Iterative UX Reviews: A USPS.COM Case Study IA Summit 2016 Atlanta, Georgia May 8, 2016 Smithsonian Postal Museum
- 32. Appendix 1: Disclaimers I, Jeffrey Ryan Pass, being of questionably sound mind and clearly aging body am hereby: β’ Speaking as a practitioner β’ Not representing USPS β’ Not representing Aquilent β’ Not, technically, presenting a βcase studyβ Additionally: β’ My opinions are my own β’ I like film and musicβ¦a lot (youβll see) β’ I curse and sometimes go dark places but Iβm trying to keep both in check for todayβs presentation β’ Full image cites and notes in appendix * Smithsonian Postal Museum
- 33. Appendix 2: Images & Notes (1/5) The βBird in the Boxβ, the USPS logo (sans logotype). Source β USPS Help on Twitter: https://twitter.com/ uspshelp βMe at Workβ, In front of the USPS headquarters building at LβEnfant Plaza in Washington, DC. Source β my phone Ex (emphasis on ex) postal workers do the darnedest things; βPhotos: Small aircraft lands on Capitol Lawnβ. Source β WTOP (DC news radio): http://wtop.com/local/2015/04/photos- small-aircraft-lands-on-capitol-lawn/slide/13/ Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings. βLance Armstrongβ riding as part of the (then) USPS Cycling Team. Source β Paolo Cocco (AFP/Getty Images) via KUT.org (Austin news radio): http://kut.org/post/next-lance- armstrong-post-confession-court-cases An old USPS delivery Jeep shot on βDay 51β. Source β JudeanPeoplesFront (Gordon) on Flickr: https://www.flickr.com/photos/79538023@N 00/1361662255 βThe haunted hallways of the Overlook Hotel.β Source β Warner Bros. via Cultura Inquieta: http://culturainquieta.com/en/foto/item/6643- stanley-kubrick-a-visual-analysis-of-his-film- inspirations.html The classic β1963 Jeep Custom Mail Vanβ reworked and souped-up. Source β Barrett- Jackson: http://www.barrett- jackson.com/Events/Event/Details/1963-JEEP- CUSTOM-MAIL-VAN-162905 βModded US Mail Jeepβ, a classic Jeep mail delivery vehicle all tricked out. Source β Down ShiftRecords on You Tube: https://www.youtube.com/watch?v=5336lazelcQ
- 34. Appendix 2: Images & Notes (2/5) Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings. Still from βLost in Translationβ. Source β Universal via The Daily Beast: http://www.thedailybeast.com/articles/201 3/09/12/sofia-coppola-discusses-lost-in- translation-on-its-10th-anniversary.html There is a weird sub-culture of people that like to create a βUSPS Hot Rodβ from old mail delivery vehicles. Source β RZ02 on PhotoBucket: http://bit.ly/1UmFirv Impression from the βMr. Zipβ rubber stamp (ink on paper). Source β cha cha (stamps) on Flickr: https://www.flickr.com/photos/scooterfox/album s/72157607769551951 βAbby_Headshot_Longβ, from Abbyβs press kit then manipulated by Madeo Studio. Abby gets the largest image for obvious reasons (image orientation, of course). Source βMadeo Studio: http://madeostudio.com/tag/information- architecture/ Read more about Abbyβs 10 IA heuristics: Does IT Have Legs? Information Architecture Heuristics for Interaction Designers Still from βIncubus (1966)β, the first, and as far as I know only major film made in Esparanto. Source β Contempo III Productionsl via The A.V. Club: http://www.avclub.com/article/incubus-1966- 47347 "Adam's 'Star Trek' Captain's Chair.β Source - Tested via Popular Mechanics: http://www.popularmechanics.com/culture/t v/a15581/adam-savage-star-trek-captains- chair/
- 35. Appendix 2: Images & Notes (3/5) Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings. βThe War Roomβ, Columbia Pictures via Military History Monthly: http://www.military- history.org/articles/war-on-film-dr- strangelove.htm The βHuman Hamster Wheel Could Be the Ultimate Standing Deskβ. Source β Rob Godshaw via Mashable: http://mashable.com/2014/09/25/human- hamster-wheel-standing-desk/#QZlxZLyblEqi Official studio photo from βMad Men Season 5β. Source β AMC: http://www.amc.com/shows/mad- men/talk/2012/03/season-5-studio-photos βPolycom SoundStation2.β Source β Polycom: http://www.polycom.com/products- services/voice/conferencing- solutions/conferencing- phones/soundstation2.html βLe moulin de lβoubli.β Source β Gilbert Garcin via Galleria del Cembalo: http://www.galleriadelcembalo.it/eng/garcin/ Facsimile of the βWashington Post Newsroomβ. Source β Warner Bros. via Cinema Style on Blogspot: http://bit.ly/1YVW67Z βDr. Strangelove: Plan Rβ photographed at the Stanley Kubrick Exhibition (see it at all possible; it directly addresses many issues close to IA). Source β Juan Carlos Salas via 500px: http://www.military-history.org/articles/war-on- film-dr-strangelove.htm "How To Knoll.β Source β Tom Sachs via Wikipedia: https://en.wikipedia.org/wiki/Knoll_(verb) See also 10 Bullets by Tom Sachs (Bullet #8)
- 36. Appendix 2: Images & Notes (4/5) Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings. βBatman β66 (Hot Toys)β, The Figure In Question: https://thefigureinquestion.wordpress.com/ta g/hot-toys/ BTW, collecting, pristine, in-package, is all fine an good, but pleaseβ¦ play with toys too! βRural Mailboxes in Southern California.β Source - Jeff Dowler CRS via ActiveRain: http://activerain.com/blogsview/3485794/rur al-mailboxes-in-southern-california βBeautiful Little Prince Illustrations.β Source β Kim Min Ji via Bumbles and Fairy-Tales: http://bumblesandfairytales.tumblr.com/post/ 119570303205/87-mm-beautiful-the-little- prince-illustrations Help to show people βto the seat with the clearest viewβ, βDavid Bowie β Life on Mars?β Source β EMI Music via Vevo: https://www.youtube.com/watch?v=v-- IqqusnNQ βRemembering the Purple Oneβ, at the American Film Institute (AFI) Silver Prince Remembrance showing of Purple Rain: my phone. Support the AFI and AFI Silver Theater. βFreddy Mercury.β Source β Dave Lifton for Queen Rock Band on Blogspot: http://queenrockband.blogspot.com/2012_10 _01_archive.html βPrincess Leia β Sending Message to Obi Wan Using USPS.β Source β Nicholsa Lopez on Flickr: https://www.flickr.com/photos/nicholaslopez/179 6998213
- 37. Appendix 2: Images & Notes (5/5) Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings. βMr. Zip Don't Tie Up.β Source β Smithsonian Postal Museum: http://postalmuseum.si.edu/zipcodecampaign/p6 .html βMr. Zip Air Parcel Post.β Source β Smithsonian Postal Museum: http://postalmuseum.si.edu/zipcodecampaign/p5 .html The βiasummit priusβ logo. Only bigger. Source β IA Summit: http://www.iasummit.org/themes/iasummit_priu s/logo.png
Editor's Notes
- #4: Like most federal buildings
- #13: A new language?
- #14: You could, but that can be fraught with perilβ¦even if you are a rock star. Conrad Hall, one of the greatest cinematographers of all time, couldnβt save Incubus.
- #15: Usability Heuristics surveyed for Abby Covert's Ten UX Heuristics: Nielsen, J., and Molich, R. (1990). Heuristic evaluation of user interfaces, Proc. ACM CHI'90 Conf. (Seattle, WA, 1-5 April), 249-256 (http://dl.acm.org/citation.cfm?id=97281). Morville, Peter (1994). The User Experience Honeycomb (http://semanticstudios.com/user_experience_design/). Rosenfeld, Louis (1994). Information Architecture Heuristics (and IA Heuristics for Search Systems) (http://louisrosenfeld.com/home/bloug_archive/000286.html, http://louisrosenfeld.com/home/bloug_archive/000290.html). SO 9241-110:2006 (2006). Ergonomics of human-system interaction -- Part 110: Dialogue principles (http://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=38009). Resmini, Andrea, and Rosati, Luca (2011). Pervasive Information Architecture Heuristics (http://pervasiveia.com/, http://pervasiveia.com/wp/wp-content/uploads/2011/04/chapter3-heuristics.pdf). Covert, Abby (2011). IA Heuristics: A Journey, and Does It have Legs? IA Heuristics for Interaction Designers (http://abbytheia.com/2012/04/12/ia-heuristics-journey/, http://www.slideshare.net/AbbyCovert/information-architecture-heuristics).
- #16: Metrics IA/UX heuristic reviews Usability testing Support/customer care centers Customer feedback surveys Customer satisfaction surveys Focus groups
- #24: Forget the table, they probably own it anyway
- #25: Sometimes you are all alone.
- #27: But be sure you can justify or back it up with your crazy talent and hard work you glorious freak you. Invite your clients, stakeholders, business drivers to watch usability studies, to participate in card sorts, to listen in on user interviewsβ¦
- #28: Give love to Plain Language, Accessibility, etc.
- #29: Freebies can go a long way and are [sometimes] a sound investment
- #30: Know, your utility belt Use all that crazy stuff (often) Never forget shark repellent