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Usability & the google generation access2010

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People bring their Google behaviours to your site. This presentation to t

People bring their Google behaviours to your site. This presentation to t

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  • 1. Usability Testing & The Google Generation Presented to Access 2010, October 14th, 2010 Library Technologies Conference Lisa Fast lisa@neoinsight.com
  • 2. 2Copyright 2010 Neo Insight Inc. What is this Talk About? 1.We are all the Google Generation 2.Google Expectations and Behaviours observed in many Usability Tests 3.Google Scholar versus Navigation in a usability test 4.Approaches to Usability Testing
  • 3. 3Copyright 2010 Neo Insight Inc. We are all the Google Generation
  • 4. 4Copyright 2010 Neo Insight Inc. The ‘Google Generation’ Broadly used to refer people born after 1993 “a generation whose first port of call for knowledge is the internet & a search engine” Stereotype may be fairly accurate:  2% of students start their information search on a library site - 89% use a search engine  From the Perceptions of Libraries & Information Resources report 2005 http://www.oclc.org/reports/2005perceptions.htm Are the rest of us that different?
  • 5. 5Copyright 2010 Neo Insight Inc. 78% of U.S. adult Internet users perform online research before a product purchase. No difference across age groups except for those 65 & over n=2,065, Sept 2010 http://www.pewinternet.org/Reports/2010/Online-Product-Research/Findings.aspx
  • 6. 6Copyright 2010 Neo Insight Inc. “…research-behaviour traits that are commonly associated with younger users – impatience in search and navigation, and zero tolerance for any delay in satisfying their information needs – are now the norm for all age- groups, from younger pupils and undergraduates through to professors. Information Behaviour of the Researcher of the Future, January 2008. http://www.jisc.ac.uk/whatwedo/programmes/resourcediscovery/googlegen.aspx
  • 7. 7Copyright 2010 Neo Insight Inc. More than 15 billion Google searches per month in the U.S.
  • 8. 8Copyright 2010 Neo Insight Inc. The average person spends 2 hours per month on Google
  • 9. 9Copyright 2010 Neo Insight Inc. Our brains like to build on existing knowledge. It helps us conserve our limited attention resources for our tasks.
  • 10. 10Copyright 2010 Neo Insight Inc. Google Expectations & Behaviour Patterns Trends observed in 150+ hours of Neo Insight Usability Test Sessions For more details, see: http://www.neoinsight.com/newsletter/1009.html#iexpectations
  • 11. 11Copyright 2010 Neo Insight Inc. Expectation 1: If a field is labeled Keyword or Search, it will work just like Google.
  • 12. 12Copyright 2010 Neo Insight Inc.
  • 13. 13Copyright 2010 Neo Insight Inc. Recommendations for Field Labels Don’t use broad labels like Keyword or Full Text if the search is scoped by other fields or is restricted in any way. The label should clearly define the scope. Don’t use sub-instructions in small font. Don’t use a Search button for a scoped advanced search. Google labels their button Advanced Search
  • 14. 14Copyright 2010 Neo Insight Inc. Expectation 2: All search fields will correct my spelling, like Google does.
  • 15. 15Copyright 2010 Neo Insight Inc.
  • 16. 16Copyright 2010 Neo Insight Inc. It’s More Than Spelling  People focus on their task, not spelling Hyphens and spaces cause problems Synonyms cause problems On the example site above, synonyms are supported, but only if you get the hyphen and space right! Missing a space = No Results No Space – The Right Results
  • 17. 17Copyright 2010 Neo Insight Inc. Recommendations Ensure your search engine supports spelling correction and plural versions. And synonyms for top tasks  Better yet, provide type-ahead – people like it because they know it helps them to avoid errors.
  • 18. 18Copyright 2010 Neo Insight Inc. Expectation 3: The search results will appear as quickly as Google.
  • 19. 19Copyright 2010 Neo Insight Inc. “Zero Tolerance for Delay”  What we see in tests: people abandon library and site search if it’s too slow to respond.  Google found that delays as short as 400 milliseconds caused a significant reduction in the number of subsequent searches people made.  The study also suggests that it’s better to delay showing the page completely than to show some of it and then have a delay  Recommendation: Google is setting the pace. If your search results aren’t presented quickly, they’ll leave and go to Google. http://code.google.com/speed/files/delayexp.pdf
  • 20. 20Copyright 2010 Neo Insight Inc. Expectation 4: If I can’t complete my task easily & quickly on the site, I’ll google instead.
  • 21. 21Copyright 2010 Neo Insight Inc.
  • 22. 22Copyright 2010 Neo Insight Inc. Recommendations  Improve so people won’t feel compelled to leave  Optimize your top task paths –start the task on Home.  Ensure your site search is quick and google-like  Make the best of it – make it easy for people to use Google and then return to your site  Make sure that people can copy & paste into fields in wizards or search mechanisms.  For deep sites, make sure page contents are available to search engines, so people can arrive directly at their desired content. http://www.neoinsight.com/newsletter/1009.html#iexpectations
  • 23. 23Copyright 2010 Neo Insight Inc. Comparing Google Scholar to Hierarchical Navigation
  • 24. 24Copyright 2010 Neo Insight Inc. Many young people do not find library-sponsored resources intuitive and therefore prefer to use Google or Yahoo instead: these offer a familiar, if simplistic solution, for their study needs. Information Behaviour of the Researcher of the Future, January 2008. http://www.jisc.ac.uk/whatwedo/programmes/resourcediscovery/googlegen.aspx
  • 25. 25Copyright 2010 Neo Insight Inc. Google Scholar Comparison Participants were asked to find the same article two ways: Could start at either Google Scholar or existing menu No federated search in place at the time Google Scholar improved performance Median time was reduced by 80% A Canada Research Chair faculty member dropped from 198 seconds to 27 seconds to find his own article Satisfaction improved by 50% (80% very satisfied)  All but one said “Next time, I’ll use Google Scholar”
  • 26. 26Copyright 2010 Neo Insight Inc. Why Did They Prefer Google Scholar? -Seeing results so quickly helps users refine their search, if necessary. With the Journals route, it can >6 clicks to see article titles. - It’s familiar – they know how to use it.
  • 27. 27Copyright 2010 Neo Insight Inc. Make Federated Search your Default Don’t Do this (people won’t find it) Do this!
  • 28. 28Copyright 2010 Neo Insight Inc. No Federated Search Yet?  Don’t Do This: If the Selection menu is AFTER the search field, people will hit Enter after their search term, and miss it. Do This: Put the menu BEFORE the search field, so that they see it before they start their usual flow.
  • 29. 29Copyright 2010 Neo Insight Inc. Approaches to Usability Testing
  • 30. 30Copyright 2010 Neo Insight Inc. The Testing Process  Site designers aren’t site visitors  Test the usability (effectiveness, efficiency and satisfaction) of top tasks for target audiences  Testing is qualitative  it’s the WHAT & WHY not the HOW MANY Task design is key – the right task in the right way  Participants perform tasks on a screen-share with a facilitator & observers  Sessions are video-recorded, notes are synced  Identify symptoms & root causes of usability issues  Make design/redesign recommendations
  • 31. 31Copyright 2010 Neo Insight Inc. Iterative Testing Will Find Most Problems http://www.useit.com/alertbox/20000319.html 3 tests with 5 or more users will find most problems Participants should perform your top tasks – E.g. Find a book/journal article/, Hours, Locations
  • 32. 32Copyright 2010 Neo Insight Inc. Advantages of Using Professionals Experience with task identification methods results in the right tasks Process is streamlined & well-defined Statistical expertise for quantitative analysis Recommendations are based on: experience with many sites, knowledge of conventions and latest techniques Can apply different types of tests to fit the particular need of the site & team
  • 33. 33Copyright 2010 Neo Insight Inc. Do It Yourself Any tests are better than none except if you use the designers as participants! easier to do iterative testing & make changes Scale of testing can range from: Complete set of tests To mini-tests – sit beside the person, take notes, screen snapshots Recruit on your site to build a pool of participants for when you need them Follow your ethics guidelines!
  • 34. 34Copyright 2010 Neo Insight Inc. Some Great Resources
  • 35. 35Copyright 2010 Neo Insight Inc. New Quantitative Methods
  • 36. 36Copyright 2010 Neo Insight Inc. New Options for Testing: Unmoderated New tools run the tests for you Examples: Loop 11, UteTool, User Zoom Reference book: Beyond the Usability Lab, by Albert, Tullis and Tedesco Tasks need very careful design Risk: Garbage in, garbage out! Need lots of people - recruit on your site Tells you What and How Many - combine with a few moderated tests to get the Why
  • 37. 37Copyright 2010 Neo Insight Inc. Popular Option: A/B Testing  Use Google’s Website Optimizer to test two versions of a page See which page is more successful Takes careful design  Change just a few things to identify the issues Need enough traffic Use online resources to learn more  http://www.google.com/intl/en/websiteoptimizer/tutorials.html  Try tests at http://whichtestwon.com/
  • 38. 38Copyright 2010 Neo Insight Inc. Learn From Other People’s Tests Version A Version B Version A boosted Library newsletter sign-ups by 52.8%. http://whichtestwon.com/email-newsletter-opt-in-test?pollid=73
  • 39. 39Copyright 2010 Neo Insight Inc. Summary  People use Google 2 hours per month They will transfer that learning You’re not Google but you can act like them or use their tools  Usability testing identifies problems Do it! Hire professionals or do it yourself Fewer problem calls, better self-service  New testing methods answer more questions, with quantitative data
  • 40. Contacts Phone(613) 271-3001 Email info@neoinsight.com Web www.neoinsight.com Mail Suite 374 300 Earl Grey Drive Ottawa, Ontario Canada K2T 1C1 Gord Hopkins Mike Atyeo Scott Smith Strategic design (613) 599-7470 mike@neoinsight.com User Experience Specialist (613) 836-0660 gord@neoinsight.com Competitive strategy (613) 271-3004 scott@neoinsight.com Lisa Fast Experience Designer (613) 686-6672 lisa@neoinsight.com