Usability - 'What the heck!!'
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- 4. Usability If the user can’t find it, the Function is not there…
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- 12. Usability Usability is the “effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment.” – International Standards Organization A Usable product Is easy to learn. Is hard to forget. Minimizes burden. Reduces Workload. Anticipates and forgives mistakes. Does what the user wants and when the user wants it. Always provides feedback. Satisfying and probably fun to use.
- 13. Benefits of Usability Users can Find what they need. Learn what else is there. Use the tool to its fullest. Do it all without help Leave feeling their time is well spent. Developers / Designers can Focus on maintenance, improvement and the next project. Reduce time / budget lost to Helpdesk mails Revision to changes.
- 14. Usability and its value Business – If your users don’t understand how to use something, they may get frustrated and use someone else’s. If some part of your business makes life difficult for them, you can bet they’ll make business difficult for you. Success – Success is likely if you create an offering that delights your intended audience. The only way to achieve delighted users is to create what they want and in a form that they find intuitive. Return – Solutions that match the needs of the user can dramatically improve customer satisfaction , which in turn translates into increased revenue and customer loyalty. Investment – Studies show that for every dollar a company invests in developing usable software, the company receives $10 - $100 in benefit and wins customer satisfaction and loyalty too. Other studies show that 80 % of maintenance costs are spent on unforeseen user requirements, and only 20 % are due to failures
- 15. Usability problems – Process problems The problem is Focusing exclusively on functions, data and technology. But not focusing on user experience.
- 16. User Experience Bank ATM E Mail Postal Mail Rediffmail Yahoo mail Metro Rail Blue Line bus
- 17. User Experience – Internationalization / Localization http://mcdonalds.com/
- 18. Usability and ROI Improving the usability of a website can Increase sales Reduce customer calls Increase customer satisfaction and loyalty. Usability improvements can be quantified by measuring Saved time Gained revenues Increased productivity Its always better to design something right to begin with rather than fixing it later. Building usability into your process can Reduce development costs. Reduce development time Improve the end product
- 19. Case study – egreetings.com When Egreetings first launched, they displayed only a few of their most popular top level hierarchies visible, the rest in a pull down. There was a severe drop down in visits to the home page.
- 20. Recommended showing all top level categories and taste of popular sub categories. Less intuitive categories like ‘Get well Soon’ under ‘Special Days’ was revealed. The traffic increased on the page. Usability tests showed that users thought that there were more categories introduced. The marketing team now wanted more thumbnails on the home page so two scroll home page was designed. Case study – egreetings.com
- 21. The team redesigned the navigation and graphics to draw users to the bottom which improved clicks below the fold. Cards on the home page were sent more often than the cards on inner pages. In redesign, thumbnails took to the inner screens where user could choose from more cards. Case study – egreetings.com
- 22. Case study – move.com There were many choices to be made for searching home. It was unclear which fields were required or were options. Simplified the Search process by dividing tasks into two parts. The first screen gives broader choices and the second narrows the choices. Result: Users sent a lot of positive feedback and relations with them improved.
- 23. Case study – move.com It looked like ‘Featured listings’ were the only results found. Most users overlooked the links to additional listings at the bottom of the screen. ‘ Featured Listings’ was renamed ‘Selection from our Brokers and agents’. A new layout made ‘All Properties’ section more prominent. Result: User’s ability to find a home on the site increased from 62 percent to 98 percent.
- 24. Case study – move.com After locating a property, could not figure out how to contact an agent. ‘ Contact Agent’ feature was repositioned to make it more noticeable. Result: Leads to real estate agents jumped more than 150 percent.
- 25. Usability Professional Usability professionals help design products based on what people Are like physically, intellectually and cognitively. Can and Can’t do. Do well and Don’t do well. Expect and Don’t expect. Like and Don’t like.
- 26. Usability Professional and Designer Usability Professional Designer Usability professional gathers data and requirements of the target audience. Designer conceptualizes and creates the initial prototype. Usability Professional refines the design in accordance to user behavior and conducts Usability studies on that design.
- 27. How do you ensure Usability Include Usability early in the design / development process. Include users in the design process through testing. Set measurable usability goals early. Allow usability and user needs to drive design.
- 28. Making Usability Routine Routine Usability requires an Organization to change You need strong and visionary management You need infrastructure You need a staff of Usability Professionals. You need to make it routine.
- 29. If you bring user in to use your product and they have problems, it's not because they're dumb, but we were dumb with the design.
- 30. Thank You