Why Usability Matters

why usability matters

why usability matters:

" Successful user experiences deliver a firm's value proposition -- the brand promise – to users in the most effective and appropriate way .”

- Karen Donoghue // Built for Use

$ Analysis Design Construction Test Maintenance Cost of a Change “ The rule of thumb in many usability-aware organizations is that the cost-benefit ratio for usability is $1:$10-$100. Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design. If the system has been released, it costs 100 times as much relative to fixing in design.” (Gilb, 1988) 1x 100x

45% of respondents reported an ROI of 300% or more from usability

85% of respondents reported an ROI of 100% or more from usability

Source: Usability and User Experience Survey Report 2007; E-consultancy/Bunnyfoot

10% Look (visuals, layout, colors, etc.) 30% Feel (menus, buttons, controls, etc.) 60% User Task Goals (workflow, navigation, objects and relationships, etc.) Adapted from “Common User Access Guide to User Interface Design”, copyright 1991 IBM the usability iceberg

How can we achieve usability through best practices in information design?

1. Informational:

Provides information — may be an entire document someone wants to access.

2. Presentational/Promotional:

Promotes a brand/identity, provides design elements, promotes a product or service

3. Functional/Interactive:

Allows someone to perform a function, request a service or submit information

3 important functions of content

Why am I writing this?

Who am I writing this for?

Where will it be read? (specific)

When will it be read?

What can I do to make it more readable?

5 Ws of Text content for the Web: “ Writing to be read” or “Web writing for dummies”

"People will complain about a visually complex page at the sight of it. But they will also complain if the information they need isn't immediately available to them when they start using the site.” ~ Henrik Olsen

Online Editing: 3-Scan Technique a. structure (navigation) b. layout grid c. scannability 1st editing scan: 2nd editing scan: a. format text b. reduce word count c. add visual/interactive elements d. add heads, subheads 3rd editing scan: a. edit text for style, facts, readability b. verify links, functionality c. eliminate unnecessary verbiage

“ SHOOTING GALLERY”: More clutter at the top, but less clicks required to get to the content

“ GRAND TOUR”: Less clutter at the top, but more clicks required to get to the content

“ NAVIGATOR”: Balanced approach with no more than about 5-7 options per level

We ‘digest’ content in three ways… READING (decoding, reviewing, absorbing, understanding) SCANNING (browsing, scanning, seeking, navigating) INTERACTING (using, requesting, gathering, applying)

the first cut isn’t the deepest Eliminate:

We create microcontent to guide users through main content. This is especially helpful when there are highly technical documents that can’t be changed internally:

Organize and label – ensure section, subsection and page names are clear and unambiguous (“write to be found”)

Write strong headlines – the first five or six words may be all you have to “sell” the reader

Use subheads, content summaries, illustrations, etc to help readers peruse content quickly and efficiently.

Search engine optimization - If you’re publishing to the Web, consider metatags – what should the title of the page be, what keywords should be used so search engine can identify this content in queries.

What is “microcontent”?

questions – discussion – feedback brain break