Bringing the Audience Back Brian Dunbar NASA Office of Public Affairs Nov. 5, 2009
Web Executive Seminars Thanks, Come Again: Audience-Centric User Experience November 5, 2009 National Press Club Washingto...
What Are They Looking For? July   8, 1997
 
 
NASA Audiences <ul><li>General Public </li></ul><ul><li>K-12 Teachers </li></ul><ul><li>K-12 Students </li></ul><ul><li>Pa...
 
Redesign 2007 <ul><li>Based on usability testing of existing site, traffic and customer-satisfaction data </li></ul><ul><l...
 
 
Findings <ul><li>Users said they liked Design 2 (blue) better </li></ul><ul><li>Users finished more tasks on Design 1 </li...
 
Differences In  Navigation, 2003 vs. 2007
Follow Up: How Do We Know it Worked?
 
Lessons for NASA <ul><li>Public comes to us for multimedia and mission-event coverage </li></ul><ul><li>Current iteration ...
Resources
NASA Toolbox <ul><li>E-mail from users </li></ul><ul><ul><li>Pay attention to trends over specific problems </li></ul></ul...
On A Budget <ul><li>E-mail to the site </li></ul><ul><li>Low-cost survey software </li></ul><ul><ul><li>Surveymonkey </li>...
NASA's Formula for Web Success <ul><li>1. Find out what the audience wants. </li></ul><ul><li>2. Give it to them. </li></u...
LEARN MORE: www.forumone.com/wes   Web Executive Seminars
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Bringing the Audience Back to NASA, Brian Dunbar / Forum One Communications Web Executive Seminar

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Brian Dunbar , the Internet Services Manager of NASA, tells the story of the audience research and usability studies that moved the NASA web site from a series of links with internal names, to a site with different ways to interact that keep audiences entertained and looking for more at Forum One's Web Executive Seminar, "Thanks, Come Again: Audience- Centric, User Experience" on November 5, 2009. To learn more about this event, visit http://www.forumone.com/thanks.

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  • Mars Pathfinder: Landed on July 4, with extensive media coverage. On the following Monday (when people got back to their offices and faster computer connections) they came to www.nasa.gov looking for pictures. And they saw this . . .
  • NASA Home Page 1994-1997 Where on this interface would you expect to click for pictures from a rover on Mars? 200K image map in the days of 14.4 modems 48 million-hit day Server so busy it appeared to public to be offline Once people got through, where was it on www.nasa.gov? Design Reflected Org Chart Assumed users knew how NASA was organized Required them to *think* about where content *might* be Did not showcase audience&apos;s primary interests: Current news Images
  • NASA Home Page, 1997-2003 Adopted newspaper &amp;quot;news of the day&amp;quot; format Still no audience differentiation Like the news format Generally clearer organization, layout Mix of technical, general leaves all unsatisfied Fragmented NASA Web Design began to age -- no multimedia Very static -- ok in &apos;97, not so in &apos;03 Ultimately too many links Still no high traffic capacity
  • How did we know these were our audiences? E-mail telling us so, combined with internal requests.
  • Direction to focus on public, K-12 students and teachers Break out audience-based navigation Further navigation taken from NASA Vision statement Short term problems: NASA history, people Long-term: Vision for Space Exploration &amp;quot;Humans in Space&amp;quot;, &amp;quot;Exploring the Universe&amp;quot; or both?
  • Solicited input from several design firms and gave short-term contracts to develop a few comps. This is design 1. Note the navigation icons toward upper right.
  • This is design 2.
  • Restructure navigation Audience still useful Move toward topics – how does the public mentally organize NASA&apos;s work? Add blogs, user commenting, other Web 2.0 features Begin with multiple approaches and be prepared to adapt
  • Metrics are an essential element of any plan to keep people coming back for your content.
  • NASA is pushing Twitter, Facebook and YouTube for official communications For the time being, the web site is still where more people go Videos are viewed up to 10X more on the site than on YouTube LCROSS lunar impact, October 2009 Est. 250,000 following on social media Est. 5 million following on www.nasa.gov Our web site is where our core content is Social media are limited (e.g., Twitter character limit) Social media provide no context Social media value lies in drawing attention to something happening now We&apos;ll all be learning more quickly
  • Give examples
  • Bringing the Audience Back to NASA, Brian Dunbar / Forum One Communications Web Executive Seminar

    1. 1. Bringing the Audience Back Brian Dunbar NASA Office of Public Affairs Nov. 5, 2009
    2. 2. Web Executive Seminars Thanks, Come Again: Audience-Centric User Experience November 5, 2009 National Press Club Washington, DC Learn more: www.forumone.com/thanks
    3. 3. What Are They Looking For? July 8, 1997
    4. 6. NASA Audiences <ul><li>General Public </li></ul><ul><li>K-12 Teachers </li></ul><ul><li>K-12 Students </li></ul><ul><li>Parents </li></ul><ul><li>News Media </li></ul><ul><li>Industry </li></ul><ul><li>Scientists and Engineers </li></ul><ul><li>Administration and Congress </li></ul>
    5. 8. Redesign 2007 <ul><li>Based on usability testing of existing site, traffic and customer-satisfaction data </li></ul><ul><li>User testing </li></ul><ul><ul><li>Bring in users from target audiences </li></ul></ul><ul><ul><li>Observer them conduct common tasks </li></ul></ul><ul><ul><li>Draw out their thoughts: &quot;Why did you click there?&quot; </li></ul></ul><ul><ul><li>5-6 users will identify most of your problems, and all of the major ones </li></ul></ul>
    6. 11. Findings <ul><li>Users said they liked Design 2 (blue) better </li></ul><ul><li>Users finished more tasks on Design 1 </li></ul><ul><li>Key: Navigation icons, reflecting public's mental organization of NASA </li></ul><ul><li>Hybrid emerged </li></ul><ul><li>Added blogs, comments, social bookmarking, other &quot;Web 2.0&quot; </li></ul>
    7. 13. Differences In Navigation, 2003 vs. 2007
    8. 14. Follow Up: How Do We Know it Worked?
    9. 16. Lessons for NASA <ul><li>Public comes to us for multimedia and mission-event coverage </li></ul><ul><li>Current iteration of information architecture (v. 5) seems to work for them </li></ul><ul><li>We cannot be all things to all audiences in one place </li></ul><ul><li>Everything about the Internet changed yesterday and will change again tomorrow </li></ul>
    10. 17. Resources
    11. 18. NASA Toolbox <ul><li>E-mail from users </li></ul><ul><ul><li>Pay attention to trends over specific problems </li></ul></ul><ul><li>Traffic patterns (Urchin) </li></ul><ul><li>Customer satisfaction (Foresee Results) </li></ul><ul><li>Usability Testing </li></ul>
    12. 19. On A Budget <ul><li>E-mail to the site </li></ul><ul><li>Low-cost survey software </li></ul><ul><ul><li>Surveymonkey </li></ul></ul><ul><li>Traffic patterns </li></ul><ul><ul><li>Google analytics or other low-cost or freeware </li></ul></ul><ul><li>Home-grown user testing </li></ul><ul><ul><li>Is someone you know a member of your target audience? </li></ul></ul>
    13. 20. NASA's Formula for Web Success <ul><li>1. Find out what the audience wants. </li></ul><ul><li>2. Give it to them. </li></ul><ul><li>3. Repeat. </li></ul>
    14. 21. LEARN MORE: www.forumone.com/wes Web Executive Seminars

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