Majestic Market Research MRSS firms based in India provides market research services in Automotive Industry, HealthCare & Eye Tracking. We are a member of the European Association of Opinion and
Majestic Market Research MRSS firms based in India provides market research services in Automotive Industry, HealthCare & Eye Tracking. We are a member of the European Association of Opinion and Marketing Research Professionals ESOMAR.
Introduction-Why Usability Engineering Making computer-based products (and services) more usable is smart business. Usability increases customer satisfaction and productivity, leads to customer trust and loyalty, and inevitably results in tangible cost savings and profitability. Because user-interface (UI) development is part of a product’s development cost anyway, it pays to do it right. Most software and Website development managers view usability costs as added effort and expense, but the reverse is more commonly true. The first 10% of the design process, when key system-design decisions are made, can determine 90% of a product’s cost and performance, usability techniques help keep the product aligned with company goals
Planning & Feasibility overview Before even starting a user-centered project we ensure that usability activities are effectively incorporated into the design and development process, and influence the early feasibility stage of the design and development process. It is important that the usability activities selected should contribute to the business objectives for developing the product. The recommended activities are to: start with a stakeholder meeting analyze the intended context of use create a usability plan based on ISO 13407 use competitor analysis to identify the strengths and weaknesses of competing products.
Requirements meeting 1. Quality in use requirements Establish requirements for effectiveness, efficiency and satisfaction for the user groups and tasks identified in the context of use analysis and in the scenarios. Arrange a workshop attended by users developer's). We provide a trained facilitator and a person to record the issues raised during the meeting. Review each of the tasks in the context analysis report along with their associated task scenarios to confirm their relevance and importance. Decide which task and user type needed usability criteria. For each chosen task and user type estimate: the acceptable task time and the optimum target how to score effectiveness by agreeing what errors the user might make the effectiveness target the satisfaction target. If there is an existing system, it can be evaluated by the selected users and tasks, and the results used to refine the usability requirements. Quality in use requirements should be evaluated by usability testing.
Requirements meeting 2. Detailed usability requirements Decide which usability requirements are relevant. Examples of potential requirements are: Understandability Interface elements (e.g. menus) should be easy to understand For a walk up and purchase or use system, the purpose of the system should be easily understandable Learnability The user documentation and help should be complete The help should be context sensitive and explain how to achieve common tasks The system should be easy to learn Operability The interface actions and elements should be consistent Error messages should explain how to recover from the error Undo should be available for most actions Actions which cannot be undone should ask for confirmation The system be customizable to meet specific user needs A style guide should be used Attractiveness The screen layout and color should be appealing Arrange a workshop to review how to elaborate the requirements for the specific system being developed. The workshop should be attended by:developers, user's) if easily available
Design overview The objective of the design phase is to create and develop a user interface design that is based on the requirements specification, and that supports the users with their task at hand. Early designs will be simple and sketchy. These will mature into one final design through an iterative process of evaluation and redesign. Successful design will: Create and develop design ideas using multidisciplinary input. If necessary allocate tasks between humans and machines Visualize design ideas using sketches, models and simulation/dynamic prototypes Consider using parallel design Evaluate design ideas with a few typical users. Get them to carry out typical simulated/real tasks, using methods that may include storyboarding or wizard of oz. Expert or heuristic evaluation may also be used. Ensure that the design takes account of design guidelines Feed the results back into the design process quickly. Iterate the process of design - evaluation until design objectives are fulfilled.
Implementation overview The objective of usability activities at the implementation stage are to ensure that detailed design takes account of usability principles. This can be achieved by: use of style guides and design guidelines ensuring that rapid prototyping activities incorporate usability
Test & Measure The purpose of testing and measuring is to assess the degree to which user and organizational requirements have been achieved, and to provide feedback in a form that can be used by designers and developers to improve the user interface design. There are a number of different evaluation methods that vary in terms of formality, rigidity and the degree of user participation. The most suitable method will depend on the product being developed, the availability of representative users and financial/time restrictions. Evaluation can be user based or expert based. User based testing will provide information related to the task at hand - does this design support the user in their work. Expert inspections tend to identify lack of conformity to standards, interface design guidelines and expert comments based on experience. There are two objectives for testing and measuring 1. Diagnose usability problems user-based methods such as participatory evaluation, diagnostic evaluation, and critical incident analysis should be used when possible, supported by questionnaires to assess attitudes these can be supplemented by expert or heuristic evaluation. These methods should be used to improve early machine prototypes. 2. Evaluate whether usability objectives have been achieved requirements for user performance and satisfaction can be evaluated by use of performance testing, cognitive workload and attitude questionnaires. other usability objectives can be assessed by expert evaluation. These methods should be used to test final prototypes. The methods will also provide diagnostic information that can be used to make last minute improvements, or provide requirements for the next release.
Post release overview It is important to monitor the usability of the system after release to ensure that it meets user needs in the field. This should be used as an input to requirements for a new version or release. Techniques for collecting user feedback include post release testing, use of questionnaires to survey user satisfaction, remote testing, analysis of help desk calls, and observing users.
Majestic MRSS USABILITY ENGINEERING AN ROI FRAMEWORK
Majestic MRSS Usability Engineering An ROI Framework Usability returns many benefits (return on investment, or ROI) to products developed for either internal use or sale Internal ROI • Increased user productivity • Decreased user errors • Decreased training costs • Savings gained from making changes earlier in design life cycle • Decreased user support External ROI • Increased sales • Decreased customer support costs • Savings gained from making changes earlier in the design life cycle • Reduced cost of providing training (if training is offered through the vendor company
Overall Value of Implementing UI Practices Development: Reduce Costs Sales: Increase Revenue Use: Improve effectiveness Other ROI Factors
Development: Reduce Costs Value proposition: Save development costs Changes cost less when made earlier in the development life cycle. Eliminate the major reasons for cost overruns using usability Engineering including frequent requests for changes by users, overlooked tasks, users’ lack of understanding of their own requirements, and insufficient communication and understanding between users and analysts.” Value proposition: Save development time “Increased revenues accrue due to the increased marketability of a product with demonstrated usability, increased end-user productivity, and lower training costs. another usability goal is speeding up market introduction and acceptance by using usability data to improve marketing literature, reach market influencers and early adopters, and demonstrate the product’s usability and reduced training cost. Value proposition: Reduce maintenance costs. Most software life-cycle costs occur during the maintenance phase. Most maintenance costs are associated with “unmet or unforeseen” user requirements and other usability problems.” Value proposition: Save redesign costs The use of Usability engineering early in the development life cycle dramatically reduces redesign costs.
Sales: Increase Revenue Value proposition: Increase transactions/purchases By providing sufficient product information to your customers at the right time It is estimated that improving the customer experience increases the number of buyers by 40% and increase order size by 10%. Value proposition: Increase product sales The revenues of usability-enhanced system are generally 60% higher than projected. Many customers cite usability as a key factor in buying the new systems. Studies have shown that convoluted e-commerce sites can lose up to half of their potential sales if customers can't find merchandise Value proposition: Increase traffic (size of audience) Many large corporate web sites have traditionally been made up of a difficult-to navigate labyrinth of disparate sub sites a redesign can make it more cohesive and user-friendly. A company we assisted said in the month after their re-launch that traffic to the online store increased 120 percent, and sales went up 400 percent.”
Sales: Increase Revenue(Continued) Value proposition: Retain customers (frequency of use) Internet users are likely to leave a Web site if they feel they have to make too many clicks to find what they’re looking for, A bad design can cost a Web site 40 percent of repeat traffic. A good design can keep them coming back. A few tests can make the difference. Value proposition: Attract more customers (increase appeal) When users are were asked to list the five most important reasons to shop on the Web. even though low prices definitely do attract customers, pricing was only the third-most important issue for them. Most of the answers were related to making iteasy, pleasant, and efficient to buy. The top reason was “Easy to place an order” Value Proposition: Increase market share (competitive edge) “The importance of having a competitive edge in usability may be even more pronounced for e-commerce sites. Such sites commonly drive away nearly half of repeat business by not making it easy for visitors to find the information they need (Manning). The repeat customers are most valuable: new users at one e-commerce site studied spent an average of $127 per purchase, while repeat users spent almost twice as much, with an average of $251.”
Use: Improve effectiveness Value proposition: Increase success rate, reduce user error“ Studies have shown that 62% of Web shoppers give up looking for the item they wanted to buy online (and 20% gave up more than three times during a two-month period) In a study of 15 large commercial sites, recently conducted, users could only find information 42% of the time even though they were taken to the correct home page before they were given the test tasks. Value Proposition: Increase efficiency/productivity (reduce time to complete task) Inadequate use of usability engineering methods in software development projects have been estimated to cost millions every year in lost productivity Bad intranet Web design will cost several billion per year in lost employee productivity Bad design on the open Internet will cost a few billion more, though much of this loss may not show up in gross national products, since it will happen during users' time away from the office. Value Proposition: Increase user satisfaction The use of Usability engineering to make systems match user needs, results in satisfaction levels often improves dramatically. In a recent study we conducted usability methods raised user satisfaction ratings for a system by 40%.
Use: Improve effectiveness Value Proposition: Increase ease of use Incorporating ease of use into your products actually saves money. Reports have show it is far more economical to consider user needs in the early stages of design, than it is to solve them later.. For every dollar spent to resolve a problem during product design, $10 would be spent on the same problem during development, and multiply to $100 or more if the problem had to be solved after the product's release.” Value Proposition: Increase trust in systems User trials were used to redesign a clients Website before its launch. In its first six months, it convinced more than 30,000 users to sign up. This study clearly shows that consumers’ trust concerns can significantly be alleviated by providing relevant information when and where users need it. Value Proposition: Reduce training/documentation cost" At one company, end-user training for a usability-engineered internal system was one hour compared to a full week of training for a similar system that had no usability work.
Majestic MRSS USABILITY ENGINEERING THE TECHNOLOGY
mLAB mLAB™ is a usability lab accompanied by a trained technician ,it has been specially designed to support companies in testing their interactive products and services. It utilizes the latest video and computer technology –which include remote controlled cameras, scan converters and digital switching equipment . The system captures images of research participants from different angles in real time as they interact with the software or hardware being tested. Facial reactions, hand/eye movements and body language are combined electronically with images of the product being tested and are displayed in a picture-in-picture format, providing simultaneous observation and feedback of the product/participant interaction.
mLAB Record the User Experience Record user interaction with a Web site or application, including desktop activity, audio, camera video and a complete chronicle of system events, all synchronized into a single file. Create Custom Markers and Tasks Record without Disturbing the User Easily Measure User Satisfaction Customize What, When and How You Record
mLAB Log and Observe Important Moments Collaboratively watch the user experience with your entire team, mark important moments when they happen, and easily track task start and end points. Turn Any Office, Anywhere into an Observation Room Never Miss an Important Moment Edit Notes during the Recording Easily Segment Tasks in Real-Time Immediately View and Share Session Videos Start and Stop Recorder without Disturbing the Participant
mLAB Analyze and Visualize Results Quickly and automatically analyze data, calculate usability metrics, and build graphs. Fast, Automatic Analysis and Graphing Clearly Visualize Important Results Sift Through Hours of Video in Minutes Instantly Calculate and Graph User Satisfaction
mLAB Share Critical Insights Quickly and automatically analyze data, calculate usability metrics, and build graphs. Easily Assemble Key Moments into a Video Produce Multiple Videos in Less Time Add a Professional Touch with Title Clips and Transitions Easily Share Videos with Any Audience
COMPLIANCE MMRSS is a certified firm and complies with the following international standards Human-Centred Design Process (ISO 13407)This standard is the basis for many UCD methodologies. It defines a general process for including human-centered activities throughout a development life-cycle. (ISO 9241). Common Industry Format for Reporting Usability Results (ISO/IEC 25062:2006 ) Web Accessibility Initiative of the W3C (WAI)