@jackiesauter

Usability Within Limits
Jackie Zajac
Director, Strategic Communications
Ground Rules
•
•
•
•

This is not uber technical
$500 over 18 months
Colleagues not familiar with UX
Significant improveme...
Inspiration
•
•
•
•

PSU Web Conference
User Interactions with Information Systems
Declining graduate enrollment
Bickering...
AU’s Kogod School of Business
• 1,200 undergraduate,
600 graduate students
• 120 Faculty & Staff
• 8 Graduate Programs
• 4...
“1,000 More Grad Students in 10 Years”
Chronology
First
study
done

Presented at
PSUWeb 13
06/12

09/12

Changes
implemented

Changes
implemented
06/13

07/13

F...
The Players
8 Faculty Program
Directors
6-person Admissions
Team

Dean, Provost,
University Marketing Advisory Council,
We...
Study Parameters
• Time (< 3 weeks)
• $250 budget
• Silverback ($69.95)
• Gift cards
• Technical limitations due to CMS
• ...
Magic Numbers
6 Tasks, 5 Users*
*Jakob Nielsen said it was OK!
Magic Numbers

Source: NIELSEN NORMAN GROUP
Test Design
Homepage Impressions
Tasks (6)
• Task Completion Survey
• Final Thoughts?
• Less than 30 Minutes
•
•
Tasks
1. How many credits are in the MS in Accounting program?
2. Find the average GMAT score for a Full-time MBA
student
...
Completion Survey
After each task, the user was asked:
1. Did you complete the task? (Yes/No)
2. How satisfied are you, on...
Task completion rate
Task completed from testers' perspective
Task completed from users' perspective
100%
80%
60%

80%
60%...
Users’ Final Impressions
My mistakes were easy to correct.
I always felt I knew what was possible
to do next.
Maybe
No
Yes...
Key Finding:
Too Many Navigational Options
What’d We Do
With All This?
Recommendations
1. Added an Admissions tab to the top nav (Duh.)
2. Linked directly to each graduate program from the
home...
Recommendations
5.
6.
7.
8.
9.

Decrease jargon
Make functional info clearer + easier to find
Social media more prominent
...
All Aboard!
All Aboard!
Dear all,
You may have noticed some changes to the Kogod website recently. They are the
result of a usability ...
Relationships
Challenging.
The players
8 Faculty Program
Directors
Your BFFs <3
1. Data
2. Admissions

3. School Goals
Results @ 6 Weeks
Admissions Homepage: 7,637 pvs (+3%)
MS Finance: 3,819 pvs (+50%)
MS Accounting: 3,115 pvs (+60%)
MS Sus...
…Spring 2013…
Redesigned All Degree Pages
• Clearer Calls to Action
• Consistency
Redesigned Graduate Programs Index Page
Remember:
Always send a status update to stakeholders.
Don’t forget SEO.
…Summer 2013…
No substantial change in visitors
Admissions homepage: +3.8%
Tuition & Fees: +190.7%
But we were DOWN:
• Pag...
…Summer 2013…
• Usability testing with same tasks
• 2-3 additional tasks
• Tested microsite for direct marketing
campaign
...
Follow-up Findings
•
•
•
•

3/5 liked the degrees listed on homepage
2/5 immediately clicked on “Admissions” tab
Users lik...
Task Completion Rate
Completion from user's perspective
100%
100%

100%
100%

Actual Completion
100%
100%

80%

100%
100%
...
Users' Final Impressions
5

My mistakes were easy to correct.
I always felt I knew what was possible to
do next.

5

3

5
...
Does this mean
we’re there?
Not quite.
•
•
•
•

Confusion about “part-time” vs. Professional MBA
Difficulty finding GMAT scores
Tuition confusion (PMB...
Finally,
• Usability testing with same tasks
• 2-3 additional tasks
• Tested microsite for direct marketing
campaign
• Tes...
Photo by Cade Martin
Finally,
• Disconnect between what users say and
what they do
• Scrolling, task completion
• Career outcomes very importan...
Questions?
@jackiesauter
edUi 2013: Usability With a Limited Budget & Apprehensive Administration
edUi 2013: Usability With a Limited Budget & Apprehensive Administration
edUi 2013: Usability With a Limited Budget & Apprehensive Administration
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edUi 2013: Usability With a Limited Budget & Apprehensive Administration

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edUi 2013 presentation by Jackie Zajac in Richmond, VA on Nov. 4, 2013.

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  • My Background &amp; Position4 Years at AU - MarCommJournalism background
  • I’m a generalist, not a programmer or designer
  • 5,000+ graduate students currently.Provost
  • Even 1 User gets you 25-30%After 5 it’s diminishing returns
  • At no point were there 100% unanimous results.
  • More mixed results…
  • Title Three
  • “MS Applicants,” “MBA Applicants”
  • Tuition &amp; Fees
  • Time to move forwardSome staff weren’t happy – Global Learning
  • Title Three
  • Time to move forwardSome staff weren’t happy – Global Learning
  • Text, 2 Column
  • Sitting down in their office = quality timeSending emails with increase in pageviews = receiving giftsTalking them through it with praise = words of affirmation
  • Global Learning scuffleKLAB scuffle
  • Text, 2 Column
  • Text, 2 Column
  • Text, 2 Column
  • Text, 2 Column
  • June
  • Text, 2 Column
  • Text, 2 Column
  • Time to move forwardSome staff weren’t happy – Global Learning
  • Time to move forwardSome staff weren’t happy – Global Learning
  • Time to move forwardSome staff weren’t happy – Global Learning
  • Text, 2 Column
  • Text, 2 Column
  • Text, 2 Column
  • Blank
  • edUi 2013: Usability With a Limited Budget & Apprehensive Administration

    1. 1. @jackiesauter Usability Within Limits Jackie Zajac Director, Strategic Communications
    2. 2. Ground Rules • • • • This is not uber technical $500 over 18 months Colleagues not familiar with UX Significant improvements AND mixed results
    3. 3. Inspiration • • • • PSU Web Conference User Interactions with Information Systems Declining graduate enrollment Bickering over web strategy
    4. 4. AU’s Kogod School of Business • 1,200 undergraduate, 600 graduate students • 120 Faculty & Staff • 8 Graduate Programs • 40,000+ visits/month
    5. 5. “1,000 More Grad Students in 10 Years”
    6. 6. Chronology First study done Presented at PSUWeb 13 06/12 09/12 Changes implemented Changes implemented 06/13 07/13 Follow-up study done 10/13
    7. 7. The Players 8 Faculty Program Directors 6-person Admissions Team Dean, Provost, University Marketing Advisory Council, Web Steering Committee...
    8. 8. Study Parameters • Time (< 3 weeks) • $250 budget • Silverback ($69.95) • Gift cards • Technical limitations due to CMS • Only tested American.Edu/Kogod
    9. 9. Magic Numbers 6 Tasks, 5 Users* *Jakob Nielsen said it was OK!
    10. 10. Magic Numbers Source: NIELSEN NORMAN GROUP
    11. 11. Test Design Homepage Impressions Tasks (6) • Task Completion Survey • Final Thoughts? • Less than 30 Minutes • •
    12. 12. Tasks 1. How many credits are in the MS in Accounting program? 2. Find the average GMAT score for a Full-time MBA student 3. What is the cost of the Part-time MBA program? 4. When is the next Information Session being held? 5. Find the graduate admissions application 6. Find the graduate admissions’ office phone number
    13. 13. Completion Survey After each task, the user was asked: 1. Did you complete the task? (Yes/No) 2. How satisfied are you, on a scale of 1 to 5*? 3. How easy was it, on a scale of 1 to 5*? *5 being very satisfied
    14. 14. Task completion rate Task completed from testers' perspective Task completed from users' perspective 100% 80% 60% 80% 60% 80% 60% 80% 80% 80% 60% 40% Find the number Find the average Find the cost of the Find when the Find the graduate Find the graduate of credits in the GMAT score for a Professional (Part- next information admissions admissions’ office MS of Accounting. Full-Time MBA time) MBA session is being application. phone number. student. program. held.
    15. 15. Users’ Final Impressions My mistakes were easy to correct. I always felt I knew what was possible to do next. Maybe No Yes Information is easy to read. Site was easy to navigate. Site is attractive and has a good balance of graphics/text. 0 1 2 3 4 Number of user responses
    16. 16. Key Finding: Too Many Navigational Options
    17. 17. What’d We Do With All This?
    18. 18. Recommendations 1. Added an Admissions tab to the top nav (Duh.) 2. Linked directly to each graduate program from the homepage 3. Restructured Admissions nav 4. Created a new, central MBA “landing” page
    19. 19. Recommendations 5. 6. 7. 8. 9. Decrease jargon Make functional info clearer + easier to find Social media more prominent Reduce image file sizes Delete homepage “touts”
    20. 20. All Aboard!
    21. 21. All Aboard! Dear all, You may have noticed some changes to the Kogod website recently. They are the result of a usability study of the website we conducted this summer. The focus of our testing was to determine how easy the website is for our primary audience— prospective students—to use. Based on the study's results, we've implemented several changes to the website's layout, navigation and terminology. A few more changes lie ahead. We expect that this process will make it easier for our prospects to find the information they're looking for, and to take action. A follow-up study will be conducted in 2013 to determine whether further improvements are needed. If you have any questions, do let me know.
    22. 22. Relationships
    23. 23. Challenging.
    24. 24. The players 8 Faculty Program Directors
    25. 25. Your BFFs <3 1. Data 2. Admissions 3. School Goals
    26. 26. Results @ 6 Weeks Admissions Homepage: 7,637 pvs (+3%) MS Finance: 3,819 pvs (+50%) MS Accounting: 3,115 pvs (+60%) MS Sustainability Mgmt : 1,325 pvs (+5%) MS Taxation: 1,106 pvs (+84%) MS Real Estate: 1,095 pvs (+63%) Renamed “Tuition & Fees”: 2,147 pvs (+150%) New MBA “landing” page: 2,617 pvs (n/a) New MS Applicants page: 2,515 pvs, 02:19 TOP
    27. 27. …Spring 2013… Redesigned All Degree Pages • Clearer Calls to Action • Consistency Redesigned Graduate Programs Index Page
    28. 28. Remember: Always send a status update to stakeholders. Don’t forget SEO.
    29. 29. …Summer 2013… No substantial change in visitors Admissions homepage: +3.8% Tuition & Fees: +190.7% But we were DOWN: • Pageviews -6.7% • Avg visit duration down (slightly) • Pages per visit -7.3%
    30. 30. …Summer 2013… • Usability testing with same tasks • 2-3 additional tasks • Tested microsite for direct marketing campaign • Tested ad landing pages • Tested on desktop + mobile devices
    31. 31. Follow-up Findings • • • • 3/5 liked the degrees listed on homepage 2/5 immediately clicked on “Admissions” tab Users liked the MBA landing page All 5 appreciated the simplicity, were not overwhelmed by information
    32. 32. Task Completion Rate Completion from user's perspective 100% 100% 100% 100% Actual Completion 100% 100% 80% 100% 100% 80% 80% 100% 80% 60% Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7
    33. 33. Users' Final Impressions 5 My mistakes were easy to correct. I always felt I knew what was possible to do next. 5 3 5 Information is easy to read. Yes Maybe No 5 Site was easy to navigate. The overall site is attactive 4 1 0 1 2 3 4 5 6
    34. 34. Does this mean we’re there?
    35. 35. Not quite. • • • • Confusion about “part-time” vs. Professional MBA Difficulty finding GMAT scores Tuition confusion (PMBA) Admissions events
    36. 36. Finally, • Usability testing with same tasks • 2-3 additional tasks • Tested microsite for direct marketing campaign • Tested ad landing pages • Tested on desktop + mobile devices
    37. 37. Photo by Cade Martin
    38. 38. Finally, • Disconnect between what users say and what they do • Scrolling, task completion • Career outcomes very important • Photo reaction
    39. 39. Questions? @jackiesauter

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