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Web Usability Aligning Goals

Web Usability Aligning Goals. INBS 510 Lecture 10 Anna Story. design and usability. Design – what is it? Usability- what is it? The Web – Make it usable- Ask… What are the company’s goals for the site? Who are the site’s users? What are their goals?

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Web Usability Aligning Goals

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  1. Web UsabilityAligning Goals INBS 510 Lecture 10 Anna Story

  2. design and usability • Design – what is it? • Usability- what is it? • The Web – Make it usable- Ask… • What are the company’s goals for the site? • Who are the site’s users? • What are their goals? • Do different users have different goals? • Experience and expectation

  3. What is Design? • Embedded in everything made by people • Newborn of Industrial Revolution • Form+content+context/ time= “experience design” for this new medium • Internet Designers are morphed from many designers

  4. What is Good Design? • Good design is good business • “solidity, commodity and delight” • “Fundamental soul of a man made creation that ends up expressing itself in successive outer layers of the product or service” • “A form of respect on the part of the producer for the person who will eventually spend hard earned cash on the product, use the product, own the product”

  5. What is good design? • The process and the result of giving tangible form to human ideas, constituting the quality of life.” • Scientists spend their time discovering what’s already there, designers spend their time inventing what doesn’t exist

  6. Align what goals? • Business goals • Marketing goals • Designer goals • User goals • How???

  7. How much of the web is usable? • Research at UIE found only 42% of users were successful in finding answers • That’s an F in anyone's grade book

  8. Sell Inform Buy Expand MAKE MONEY!! Make Money!! $$$$$$$$$$$$$$$ So if a site has poor usability the company loses money Business Goals

  9. Increase market share Attract customers Aesthetically pleasing Branding sell product Make money!!! $$$$$$$$$$$$$$ So if the site has usability and accessibility issues the company loses market share and money Marketing Goals

  10. Creative Clever Artistic Innovative Unique art, art, art Design impresses the consumer and helps to brand the product. Poor usability decreases positive subjective consumer feelings and decreases spending Design Goals

  11. User Goals and Missions • Users see the web as a tool that helps them accomplish missions that comprise larger goals • User goals: what users are trying to accomplish • User mission: steps users take to achieve their goals

  12. The usability tests… • Heuristics-Jakob Neilson • Focus groups- • **User testing- Jared Spool- give a mission and observe the user attempting to complete

  13. test… • www.amazon.com • Scenario • The IBS program and, in particular, Anna Story, has been causing you stress lately; you are looking for some relief from the tension that’s been building in your back and shoulders. • The task: • Find a product, for under 40.00, that will relieve the tension in your back and shoulders. • Time the product search- Was the mission accomplished? How easily?

  14. So why are sites so unusable? • Different medium • Can’t simply transform text to web • There are some basic things users do on the web that need to be understood • Designers should follow some basic rules • Test your site with users • Tweak and always retest

  15. Rules…for a user centered experience • No frames • No Gratuitous use of technology • No Scrolling text, marquees and constant animations • No Complex url’s • No Orphan pages • No Overly long scrolling pages • No non-standard link colors • No above the fold white space or ads if it needs more scrolling • No long download times • User centric navigation

  16. Tracking the Scent of Information • Focus on Navigation • Structure is key- general to specific • Process for development essential • What is navigation? • Browser buttons • Navigation panel or buttons • Links • Search engine • Trigger words • Design the Navigation for user control and information • Where am I? • Where have I been? • Where can I go?

  17. Scent that works • www.rei.com • Find a tent for 4 --- • informavores tracking scent

  18. Scent that failed • www.nokia.com • You want to purchase a hands free phone

  19. Pogosticking • Users find no strong scent and resort to jumping around • Scent blockers • Search engines on site • Navigation panels • Short links and pages • Cute and clever links • False scent • Links that lie • Misinterpreted • Moving towards less specific

  20. Designing for Scent • Content must give off scent • Scent pulls user into site • You need to know: • Why users come to your site • What are trigger words • Where they are likely to look • Avoid back button and search engines • Descriptive links can help • Test with your users

  21. Where do users lose scent? • Are links descriptive? • Do users have a reason to scroll? • Are links too cute? • Are links accurate? • Do link results narrow choices? • Do links fit the context?

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