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BBC Home Page User Research by UX Agency Keep It Usable
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BBC Home Page User Research by UX Agency Keep It Usable

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BBC Homepage User Research & Redesign by Keep It Usable, as part of BBC Connected studios. Find out more at www.keepitusable.com

BBC Homepage User Research & Redesign by Keep It Usable, as part of BBC Connected studios. Find out more at www.keepitusable.com

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    • 1. BBC HomepageUser Research & Redesign by keepitusable. Research Lead: Lisa Duddington Design Lead: Ricardo Ortega May 2012
    • 2. Aim keepitusable. Conduct user research to identify user behaviour, needs & wants. Create design proposals to increase use of the homepage.
    • 3. Process keepitusable. User Research Design Ideas Focus Group
    • 4. User Research keepitusable.Method• 10 users: 5 male, 5 female• Ages 21-47• All users of the BBC website• Range of user types and current usage• Mix of platforms: Web, Mobile, Tablet• Semi-structured contextual research• Qualitative one-on-one interviews• Conducted in user’s home or place of work
    • 5. User Research keepitusable. Main Findings
    • 6. User Research: Main Findings keepitusable.All users who remembered the previous BBC Homepage preferred itReason: Increased learnability and familiarityGrouping of items made them feel easier to findand easier to distinguish between types ofcontent.News was the most popular content amongstour users. The old homepage was used toaccess news content as opposed to the newpage where News content is bypassed.
    • 7. User Research: Main Findings keepitusable.Current Homepage as described by users Simple Easy Clear Formal Trustworthy Clinical Bland Boring Interesting
    • 8. User Research: Main Findings keepitusable.Redesign - Seen as more modern and visualPeople like the increased use ofimagery.Not enough text for some users tofeel they’d want to click through.Disliked the perceived lack ofcontent organisation.“Why don’t they keep everythingin sections? All seems quiterandom!”
    • 9. User Research: Main Findings keepitusable.Main problem: The BBC Homepage is “not aimed at me”• None of the users currently use the Homepage.• No one could recollect ever clicking on an image or link.• They navigate via nav bar or saved url. “It focusses on things I don’t really care about. Too much sport, tv and radio”“Grown up, formal, not for me,not aimed at me”. “Too little on there. Feels like it’s aimed at older people”
    • 10. User Research: Main Findings keepitusable.Main problem: The BBC Homepage is “not aimed at me”• Every person had different preferences and uses of the site. Some only ever used it for one thing, eg. Business News.• Sport was a very contentious category. People either loved it or hated it.• Some users (women in particular) didn’t want to see any Sports related content.• So, showing a mix of content on the Homepage dilutes the relevance of the content to the user.• Users have strong specific reasons for visiting the site and these should be more highly supported for the page to become useful to its users.
    • 11. User Research: Main Findings keepitusable.Issue: Mixing media types doesn’t support user behaviour“Would anyone browse that way?”“Is it really appropriate to promote a 1 hour iPlayer program first thing in themorning?”All users said they mostly use the BBC site in short bursts of between 5 and 15 minutes.Popular times were first thing in the morning, lunchtime and evening. Watching iPlayer wasclearly an evening activity whereas News was accessed throughout the day and often at work.Think about: Showcasing different media types at different times of the day.
    • 12. User Research: Main Findings keepitusable.Social Network IntegrationSplit opinion amongst users.YesInterested in what friends have read and what other people are saying about anarticle.NoNot interested. Too much social everywhere. Is it really suited to BBC?!
    • 13. User Research: Main Findings keepitusable.Understanding of content9 of the 10 users struggled to describe the content on the homepage• Content type was frequently mistaken.• Correctly identified content took time to answer and users often looked to the interviewer for confirmation, implying they weren’t confident of the accuracy of their response.“They’re all articles aren’t they?” “Key articles from each section” “Food?” “What’s on the radio now” “What’s Knowledge?”
    • 14. User Research: Main Findings keepitusable.Navigation - Homepage CarouselNone of the users had ever navigated the Homepage carousel before.Wide variety of user expectations. Responses included:• Navigates the bottom tabs• Navigates pages/sections• Shows different content• Shows more of the same content• More news headlines• No idea!
    • 15. User Research: Main Findings keepitusable.PersonalisationSome users uninterested and deemed this unnecessary.Other users viewed it as vital:“They have a duty to do this as we pay a TV license for this service”and useful:“Would feel more attached to it if I’d created it”
    • 16. User Research: Main Findings keepitusable.Personalisation• All users wanted to be able to filter content they’d be interested in.• People had very clear likes and dislikes.• Users stated they would use the BBC site more frequently and for longer if it presented information that interested them (seen as more useful).
    • 17. Process keepitusable. User Research Design Ideas Focus Group
    • 18. Design Ideas keepitusable.Design approachOur approach is that the home page should be customisable based on usersinterests.All users very positive towards this concept. They saw it as helpful, interesting,more personal.
    • 19. Design Ideas keepitusable.Home page Personalisation• The very first time the user enters the BBC Home page, present them with the opportunity to multi-select high level categories of interest.
    • 20. Design Ideas keepitusable.My BBC• This would fill the page with relevant and interesting content tailored to each individual user, encouraging exploration of new yet relevant content.• Personalisation of content enables users to feel like it is their page. Naming of ‘My BBC’ very important for user acceptance.• People should recognise something - as the page will be filled with content based on their interests.• Grouping of similar content and use of colour would help to make content more recognisable and would aid ease of use.
    • 21. Design Ideas keepitusable.Language• The language used should be less formal and appeal more to the audience, in particular the currently underserved audience, women.• Weather could be made more helpful, fun and friendly by answering the questions people are really checking the weather for - ‘Do I need to take my brolly with me today? How cold does it feel? Do I need a coat?’ Users responded enthusiastically to this design idea!
    • 22. Design Ideas: User flow - encouraging exploration and knowledge keepitusable. Aim: To Increase engagement, exploration and a state of flow (losing track of time) • Increased use of visual images, however some text is required to make sense of the content. • Displayed to the side and end of BBC content, encouraging further exploration of both similar and new content. • Based upon users pre-selected categories that interest them (from their choices on the homepage) • Home page > News article > Related News article > Related content > Related article > > > • Aim is to keep the user navigating from one thing to the next as they keep discovering new interesting things. • Exploration becomes fun, rewarding and satisfying. • Each main page, eg, Food, would have a button to add to My BBC (homepage)
    • 23. Design Ideas keepitusable.Intelligence• Based on the user’s behaviour, the site learns what the user likes.• Suggests content you may like based on your previous interaction.• Pushes content to you to make it easier to track interesting content.How to achieve this:• Enter your categories.• Like it controls.• Alert me about the next episode or one I may have missed.• User signs in with the BBC ID, FB or Twitter.• Daily / weekly roundup emails to encourage users to come back to the site.
    • 24. Design Ideas keepitusable.Intelligence: Value• Helpful for those users who like to be the first in the know.• Helpful for busy people.• Tailored experience on every device.• Make the BBC feel less of a lonely place to be (social TV).• More appealing to under-served audiences.
    • 25. Process keepitusable. User Research Design Ideas Focus Group
    • 26. Focus Group keepitusable.Focus Group FindingsAll the design proposals were discussed with users in an audience focus group.Users were very positive towards all of the ideas.Sign inSigning in into the BBC site was met with some resistance. However, when thebenefits of doing this were clearly presented, users changed their mind andpositively welcomed a sign in option.It’s clear that implementing a sign in / sign up feature will require educating usersto get over initial resistance as well as a very carefully thought through ui design.
    • 27. That’s all folks! keepitusable. Thankyou for your interest in this research. Lisa Duddington Ricardo Ortega lisa@keepitusable.com ricardo@keepitusable.com keepitusable. Keepitusable create the best possible user experience and usability for your target audience based on an in-depth knowledge of psychology, human behaviour, world class research and ui design. Find out more over at keepitusable.com

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