Innovative Data-Driven Methods to Improve Digital User Experience

Design
idea
from
TMO
Group
Asia
Innovative
Data-Driven Methods
to Improve
Digital User Experience
Yoo
Young
Lee
Andy
Smith
Lisa
Calvert
Eric
Snajdr
Indiana
University
-‐ Purdue
University
Indianapolis
(IUPUI)
ulib.iupui.edu

For our users: simple and easy as
possible

What does the
backend of our
work look like to
provide simple
and easy services
for our users?

Analytics
(Research methods)
(Science)
Emotions
(Interfaces)
(Art)

@DUX_YooYoung QQML 2016, Page 5
Table of Contents
1. Introduction
2. User research methods
3. Lessons learned
4. Q&A

Introduction: IUPUI University Library
IUPUI
• Home to two of Indiana’s top
universities: Indiana University
and Purdue University
• Urban research university offering
more than 200 degree programs
• More than 30,000 Students’
enrollment
University
Library
(UL)
• Inform, Connect, Transform
• 380 information literacy
instructions
• Over 1,000,000 volumes and
35,000 current periodicals
• Leader in the application of
technology to library practice

Introduction: Team
The DUX Working Group Liaison Librarian
Yoo Young Lee
DUX Librarian
Andy Smith
Developer
Lisa Calvert
Digital
Scholarship
Collections
Specialist
Eric Snajdr
Sciences Librarian

User research methods: DUX stage
• DUX working
group formed
• Heuristic
evaluation
• Staff survey
2014
• Surveys
• Google Analytics
• Google Webmaster
Tools
• User behavior
• Informal interviews
• A/B Testing
2015.07 Launch
Planning User research Design & Implementation Evaluation
• UX in the library
instruction
• Google Analytics
• Google
Webmaster Tools

User research methods: Goals
How we used findings?: Prioritization with heuristic evaluation
What to improve and how to improve
Easy
Access
to

Resources
Mobile
Friendly
IUPUI
UL
Unified

Presence
Streamline Design

User research methods: Survey
Goals: Evaluate the UL website
Discover why users used and what they did on the website
Find out what they expected
Method:
• Tool used: Survey Monkey
• Period: April 7, 2014 ~ May 16, 2014
• UL Website (pop-up), UL social media (Facebook and Twitter), UL public computer
workstations
• Invitation link was sent out through UL communication, and campus-wide newsletter
• 21-24 questions

Findings: (n=282/ valid data=165) Report: http://hdl.handle.net/1805/7289
• Main users: undergraduate students
• They found the library website from course management system and friends or professors.
• They used it for research, course assignments, and room reservation.
• The aspects of visual appeal, intuitive terminology, and content layout should be improved.
• The most important task was to find books, articles, and other resources.

How we used findings? Persona
• Have a major user group for our website in
mind
• Focus on them – their expectations, their
web behavior
• Negotiation tool when dealing with other
requests which were out of scope

User research methods: Google Analytics
Goals: Identify most visited pages
Identify most used site search terms
Identify most used organic search keywords
Discover behavior flow
Findings: (Data sets: January 2013 – April 2014) Reports: http://hdl.handle.net/1805/7290
• Users looked for resources, particularly databases.
• They looked for collections like digital collections and special collections.
• They used subject, course, and how-to guides for their assignments and research.
• They were interested in room reservation.
• They wanted to know ‘About Us’ like librarians, hours, fines, and etc.

How we used findings? Homepage design to list popular services and popular resources

How we used findings? Develop information architecture (menu system)

How we used findings? Content Audit

User research methods: User behavior research
Goals: Identify user’s web behavior on the library website
Investigate the intersection between user’s web behavior and library instruction
Method:
• Tool used: Verify
• When and where: Fall 2014 semester in library instruction
• Sample: Freshman students enrolled in two separate sections of an introduction to science
course
• Pre & Post test for comparison of two sections

Findings: (n=48) Report: http://hdl.handle.net/1805/7291
• Students started browsing while very few used the search box.
• They were more likely to navigate through menu.
• They tended to search if they knew what they were looking for.
• The information seeking behavior has changed right after library instruction.

How we used findings? Homepage design support both navigation and search
More collaboration with information literacy instruction

User research methods: (informal) A/B Testing
Goal: Compare two versions to choose better one
Findings: Informal guerrilla as no IRB process
• Page design: two-column layout – key information is highlighted in the right side
• Sticky menu (IUPUI website) vs. left-side menu vs. breadcrumbs
• Color variation

How we used findings? Page design (two column vs. three columns)

How we used findings? Menu location

How we used findings? Color variation

User research methods: UX in library instruction
Method:
• Tools: Survey Monkey, Screencast-O-Matic
• When and where: Fall semester 2015 in library instruction
• Sample: 213 students from 9 classes including freshmen, middle level and senior courses
• 5 minutes of information seeking tasks -> Pre-survey -> Instruction -> Post-survey
Goals: Measure overall UX evaluation | Measure overall task performance
Difference between what students said and what they did | Role of library instruction in UX

Findings: (n = 213/ valid data = 160)
• Students found the website easy to use, helpful, and user-friendly.
• They didn’t think that the website was useless. They were not frustrated to use, but they were
a bit uncertain.
• They were able to easily find their subject guide, 3D Printing Studio, but they had hard time
locating one scholarly article in their major.
• They were more likely to navigate first than search on the library website.
• They used only one or two keywords and they used search box for everything.
• Although students said that they were confident, their task performance was not.
• Library instruction helped students decrease their level of uncertainty.
User research methods: UX in library instruction

User research methods: UX in the library instruction
What we are going to do? One search box (QuickSearch) developed by North Carolina State University
Library

What we are going to do? Collaboration with Educational Services Charter Group - Content

What we are going to do? LibGuides design: the way we organize (pathfinder vs. pedagogical)

Lessons Learned
• Neither simple nor easy to conduct UX studies
• Important to balance between attitude and behavior/ quantitative and qualitative/ context of
use/ formal and informal
• Important to plan and prepare in order to collect the “right” data
• Important to clearly define the study’s questions such as what the study is for and what
researchers want to know from this study
• Data, data, and data!

Q&A

Image Credit:
[Slide 1]
• A/B: https://www.optimizely.com/ab-testing/
• Click: http://fatfish.com.au/
• Interview: http://www.expresspros.co.za/the-29-smartest-questions-to-ask-at-the-end-of-
every-job-interview/
• Usability testing:
https://www.iconfinder.com/icons/360795/accessibility_development_feedback_interface_d
esign_product_design_testing_usability_user_icon
• Analytics: http://www.modernsoftwares.com/services/
• Brain: https://www.brightfind.com/work/services/user-experience/
• Survey:
https://www.iconfinder.com/icons/281873/checklist_document_edit_paper_pen_pencil_surv
ey_icon
• Computer: https://openclipart.org/detail/213214/computer-icon
[Slide 3]
• Monitor: http://slonik.com.br/papel-de-parede-para-imac-de-27-polegadas/

Image Credit:
[Slide 4]
• Background: http://www.stockphotos.ro/science-research-infographics-image39982176.html
[Slide 7]
• Collaboration: https://www.tranemo.se/kategori/kommun-och-politik/
[Slide 9]
• Database: http://conaxe.com/v1/page-1856-dbms-enterprise-.html
• Mobile friendly: http://www.jameskosur.com/author/james-kosur/
• Streamline: http://barnabaschicago.com/
• Design: https://stockfresh.com/image/1833399/green-city-spring-time-concept-illustration

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