Web Usability (Slideshare Version)

Web Usability (Slideshare version)
Carles Farré

Agenda
Introducing Usability
Usability Testing
Usability vs Aesthetics
Usability & Accessibilty
Online Services: Beyond Usability
References

Seminari d'Enginyeria de Serveis 2

Firmitas · Vtilitas · VenVstas
De Architectura
Marcus Vitruvius Pollio
(born c. 80–70 BC, died after c. 15 BC)


ISO/IEC 9126-1 Software Quality Model


Usability
Usability is a quality attribute that assesses how easy user
interfaces are to use. Also refers to methods for improving
ease-of-use during the design process.
Usability is defined by five quality components:
▫ Learnability: How easy is it for users to accomplish basic
tasks the first time they encounter the design?
▫ Efficiency: Once users have learned the design, how
quickly can they perform tasks?
▫ Memorability: When users return to the design after a
period of not using it, how easily can they reestablish
proficiency?
▫ Errors: How many errors do users make, how severe are
these errors, and how easily can they recover from the
errors?
▫ Satisfaction: How pleasant is it to use the design?

Why Usability matters (www.usabilitynet.org/management/c_cost.htm)
62% of web shoppers gave up looking for an item.
(Zona study)
50% of web sales are lost because visitors can’t easily
find content. (Gartner Group)
40% of repeat visitors do not return due to a negative
experience. (Zona study)
85% of visitors abandon a new site due to poor
design. (cPulse)
Only 51% of sites complied with simple web usability
principles. (Forrester study of 20 major sites)


Why people fail
Search

Findability (IA, Category names,
Navigation, Links)

Page design (Readability,
Layout, Graphics, Amateur,
Scrolling)

Information (Content, Product
info, Corporate info, Prices)

Task support (Workflow, Privacy,
Forms, Comparison, Inflexible)

Fancy design (Multimedia, Back
button, PDF/Printing, New
window, Sound)

Other (Bugs, Presence on Web,
Ads, New site, Metaphors)
Usability problems weighted by how frequently
they caused users to fail a task [NL06]

Top Ten (Usability) Mistakes in Web Design
1. Bad search
2. Pdf files for online reading
3. Not changing the color of visited links
4. Non-scannable text
5. Fixed font size
6. Page titles with low search engine visibility
7. Anything that looks like an advertisement
8. Violating design conventions
9. Opening new browser windows
10. Not answering users' questions

Assessing Usability
Two major types of assessing methods:
▫ Usability evaluations:
• Evaluators and no users
• Techniques: surveys/questionnaires, observational
evaluations, guideline based reviews, cognitive
walkthroughs, expert reviews, heuristic evaluations
▫ Usability tests: focus on users working with the
product
Usability testing is the only way to know if the Web
site actually has problems that keep people from
having a successful and satisfying experience.

Usability Testing & User-Centered Design (UCD)
Usability testing fits in as one part of the UCD process.
Usability testing is best implemented after completing earlier
steps in the UCD process (It's better to have clearly defined
objectives and risks before testing).
UCD, aka. usability engineering, is a structured approach to
producing a Web site that involves users throughout the entire
design process.
UCD applies several methods at appropriate times:
▫ defining business and user goals and objectives
▫ gathering requirements
▫ evaluating design alternatives, building and testing
prototypes
▫ analyzing usability problems, testing a site with users, and
proposing solutions to problems


UCD: Usability.gov’s Step-by-Step Guide


Agenda
Usability Testing
References


Usability Testing
Usability testing is a methodology that employs
potential users to evaluate the degree to which a
website/software meets predefined usability criteria.
Basic Process:
1. Watch Customers
2. They Perform Tasks
3. Note Their Problems
4. Make Recommendations
5. Iterate


Measures of Usability
Effectiveness (Ability to successfully accomplish tasks)
▫ Percentage of goals/tasks achieved (success rate)
▫ Number of errors
Efficiency (Ability to accomplish tasks with speed and ease)
▫ Time to complete a task
▫ Frequency of requests for help
▫ Number of times facilitator provides assistance
▫ Number of times user gives up


Measures of Usability
Satisfaction (Pleasing to users)
▫ Positive and negative ratings on a satisfaction scale
▫ Percent of favorable comments to unfavorable comments
▫ Number of good vs. bad features recalled after test
▫ Number of users who would use the system again
▫ Number of times users express dissatisfaction or
frustration
Learnability (Ability to learn how to use site and remember it)
▫ Ratio of successes to failures
▫ Number of features that can be recalled after the test


Usability Testing Roles
Facilitator:
▫ Oversees the entire test process
▫ Plan, test, and report.
Participant:
▫ Actual or potential customer.
▫ Representative users (marketing, designers) avoided.
Observer (optional):
▫ Records events as they occur.
▫ Limits interaction with the customer.
▫ Does contribute to the report.


Testing Methods & Tools

Method/Tool Short description
Usability laboratory A room with computer equipment, a place for
an observer to sit and a special observation
area.
Web-based Online evaluation with live feedback from
users.
Thinking Aloud A test subject thinks aloud while navigating the
site.
Observation Visiting the users and observing them work.

Questionnaires Site or email questionnaires are an effective
way of measuring user satisfaction.


Testing Methods & Tools

Method/Tool Short description
Interviews Well suited to exploratory studies where one
does not know yet what one is looking for.
Focus groups Users are brought together to discuss new
concepts and identify important issues.
Heuristic evaluation Looking at an interface and trying to come up
with an opinion about pros and cons about it.
Log file analysis The computer automatically collect statistics
about the detailed use of the system.
User feedback Shows the immediate and pressing concerns, is
an ongoing process and is adapts quickly.


Usability Testing Process
Step 1: Planning The Usability Test
▫ Define what to test
▫ Define which customers should be tested
▫ Define what tasks should be tested
▫ Write usability scenarios and tasks
▫ Select participants
Step 2: Conducting The Usability Test
▫ Conduct a test
▫ Collect data
Step 3: Analyzing and Reporting The Usability Test
▫ Compile results
▫ Make recommendations


People – Context – Activities
Step 1: Planning The Usability Test
▫ Define what to test
• → Activities (Use Cases)
▫ Define which customers (user profiles) to be tested
• → People (Actors)
▫ Provide a background for the activities to test
• → Context


Usability Scenarios and Tasks
Provide the participant with motivation and context
to make the situation more realistic
Include several tasks:
▫ Make the first task simple
▫ Give a goal, without describing steps
Set some success criteria, examples:
▫ N% of test participants will be able to complete x% of tasks
in the time allotted.
▫ Participants will be able to complete x% of tasks with no
more than one error per task.
▫ N% of test participants will rate the system as highly usable
on a scale of x to x.


Example of Scenario with Tasks
Context:
▫ You want to book a sailing on Royal Caribbean International for
next June with your church group. The group is called “Saint
Francis Summer 2010”. The group is selling out fast, so you
want to book a cabin, which is close to an elevator because your
leg hurts from a recent injury.
Tasks to perform:
1. Open your browser
2. Click the link labeled “Royal Caribbean”
3. Tell me the available cabins in the “Saint Francis Summer
2010” group
4. Tell me a cabin number closest to an elevator
5. Book the cabin the best suits your needs


Selecting Participants
Recruit participants
▫ In-house
▫ recruitment firms, databases, conferences
Match participants with user profiles
Numbers: of participants, floaters
Schedule test sessions
Incentives:
▫ Gift checks ($100 per session)
▫ Food or gift cards


How Many Test Participants Are Required?
The number of usability problems found in a usability test
with n participants is: N(1-(1-L)n)
▫ N : total number of usability problems in the design
▫ L : the proportion of usability problems discovered while testing
a single participant.

For L = 31%


How Many Test Participants Are Required?
It seems that you need to test with at least 15 participants
to discover all the usability problems
However, is better to perform 3 tests with 5 participants
than to perform one with 15 participants:
▫ After the first test with 5 participants has found 85% of the
usability problems, you will want to fix them in a redesign.
▫ After creating the new design, you need to test again.
▫ The second test with 5 users will discover most of the
remaining 15% of the original usability problems that were
not found in the first test (and some new one).
▫ The new test will be able to uncover structural usability
problems that were obscured in initial studies as users
were stumped by surface-level usability problems.
▫ Fix the new problems, and test …

Usability Labs … Not Necessary

The testing room contains office The observer side contains a powerful
furniture, video tape equipment, a computer to collect the usability data
microphone and a computer with and analyze it. A one-way mirror
appropriate software. separates the rooms.

Usability Labs … Not Necessary?


Test Side-by-Side


Conducting Tests: Facilitator’s Role
Start with an easy task to build confidence
Sit beside the person not behind the glass
Use “think-out-loud” protocol
Give participants time to think it through
Offer appropriate encouragement
Lead participants, don’t answer questions (being an
enabler)
Don’t act knowledgeable (treat them as the experts)
Don’t get too involved in data collection
Don’t jump to conclusions
Don’t solve their problems immediately


Collecting Data
Performance
▫ Objective (what actually happened)
▫ Usually Quantitative
• Time to complete a task
• Time to recover from an error
• Number of errors
• Percentage of tasks completed successfully
• Number of clicks
• Pathway information
Preference
▫ Subjective (what participants say/thought)
▫ Usually Qualitative
• Preference of versions
• Suggestions and comments
• Ratings or rankings (can be quantitative)


Report findings and recommendations
Make report usable for your users
Include quantitative data (success rates, times, etc.)
Avoid words like “few, many, several”. Include counts
Use quotes
Use screenshots
Mention positive findings
Do not use participant names, use P1, P2, P3, etc.
Include recommendations
Make it short

Agenda
Usability Testing
Usability vs Accessibilty
References


The evolution of culture marches with the
elimination of ornament from useful objects
Ornament und Verbrechen
Adolf Loos
(1870 - 1933)


Agenda
Usability Testing
References


Usability & Accessibility
Usability means designing websites to be effective, efficient,
and satisfying for most people
Accessibility makes sure it is effective, efficient, and satisfying
▫ for more people — especially people with disabilities —
▫ in more situations — including with assistive technologies,
mobile devices, and more.
The W3C’s Web Content Accessibility Guidelines (WCAG)
2.0, Authoring Tool Accessibility Guidelines (ATAG) 2.0,
and User Agent Accessibility Guidelines (UAAG) 2.0 provide a
stable set of accessibility requirements that can be met using
different techniques


Agenda
Usability Testing
References


A Service Science Perspective for
Interfaces of Online Service Applications [Pin08]


Online Services: Defining Features
The user does not control most means of production.
(resources, capital, and labor), therefore she cannot
determine
▫ when and how intensively resources are used
▫ where her information is stored and who can access it
▫ how much effort is put on a given task or goal
▫ what the cost of the service is and how it changes
The user (self, belongings, information) is a significant
part of the input to the production process,
▫ therefore the application behave as a service rather than a
manufacture.

Online Services: Beyond “Classical” Usability
“Classical”HCI evaluation and usability:
▫ determines typical usage scenarios of the device/product
▫ recreates in the laboratory meaningful test procedures.
Web applications required HCI practitioners to change some
techniques to cope with their special needs
Taking one step further, recognizing the specific characteristics
of online services in contrast to generic web applications will
allow the development of more appropriate tools
A new framework is proposed by considering 6 common
characteristics of services reported in the SSME literature:
customer-as-input, heterogeneity, simultaneity, perishability,
coproduction, and intangibility.

Online Services: Important Issues (To Test)


References
[NH06] Nielsen, J. and Loranger, H. 2006 Prioritizing Web
Usability. New Riders Publishing.
[Pin08] Pinhanez, C. 2008. A service science perspective for
interfaces of online service applications. In Proceedings of the
VIII Brazilian Symposium on Human Factors in Computing
Systems
www.useit.com (Jakob Nielsen)
www.usability.gov


Web Usability (Slideshare Version)

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