Is your Website Usable?


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presentation to Britcham in Hong Kong
November 9, 2006

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Is your Website Usable?

  1. 1. your website usable?Tim Hay-Ediepilot simple software[t] 2810 9, 2006
  2. 2. & usability“Usability is a set of properties that makes something easy to use.” we notice usability in its absence
  3. 3. usabilityIn the context of a efficiently a user can perform self-set tasksUsability can be measured objectively via performanceerrors and productivity, andsubjectively via user preferences and interfacecharacteristics. what the hell?
  4. 4. what are your objectives?1. to “convert” the visitor • make contact • complete a sale • registration or sign up2. provide information3. generate brand awareness contact us at: +852 2810 1110 or
  5. 5. evolution• (so far) 4 stages of web presence• each stage is perfectly valid for your objectives• each stage has best practice
  6. 6. 1: the online brochure• e-business card• new business only• visitor due diligence
  7. 7. 2: the basic CMS• e-business card• (generally) new business only• visitor due diligence• more up-to-date
  8. 8. 3: the CRM site• capturing data• push marketing• return visitors
  9. 9. 4: the e-commerce engine
  10. 10. what does your visitor need?1. research your visitors’ needs2. design site around these needs3. ensure you fulfill them...
  11. 11. organisation of information• spend time on the sitemap• make it logical to the visitor• get visitor feedback• do a card sorting exercise
  12. 12. study:
  13. 13. follow convention• this is not being a copy cat• general protocols have emerged• these are for everyone’s benefit• don’t risk confusing the user how do I get home?
  14. 14.• navigation structure• labeling enquiries find us inquiries locations offices how to find us contacts contact us
  15. 15. conceptual testing• test early rather than fix late• test logic of organisational structure• test logic of tasks
  16. 16. example: newsletter registration newsletter newsletter registration confirmationname nameemail emailcountry countryinterests interests1. 1.2. 2.3. 3.4. 4. thank youX i want to receive the newsletter X i want to receive the newsletterX i want to receive other promotions X i want to receive other promotions you will receive your newsletter privacy codeterms of membership submit confirm close NOT be a
  17. 17. wireframe / homepage NOT be a
  18. 18. wireframe / search page NOT be a
  19. 19. technical testing• test under different browsers• test under different screen resolutions• consider page load speed• error testing tools
  20. 20. browser (IE 7.0)
  21. 21. browser (IE 6.0)
  22. 22. browser (IE 5.5)
  23. 23. page load
  24. 24. page load
  25. 25. typography & designresearch shows that:font, size, space between lines, line width, length of paragraph,colour of text, colour of background, use of animation...all impact: • speed of navigation, • readability & • comprehension
  26. 26. example: text colour & backgroundsimplicity is usability simplicity is usabilityPilot creates powerful software that is incredibly easy to Pilot creates powerful software that is incredibly easy touse. use.We believe in usability, we believe that less is more. Too We believe in usability, we believe that less is more. Toooften software follows the "80 / 20 rule". This states that often software follows the "80 / 20 rule". This states that80% of the software is only used 20% of the time. 80% of the software is only used 20% of the time.Programmers pack functionality into software which Programmers pack functionality into software whichusers have no need for, but have to pay for. At Pilot we users have no need for, but have to pay for. At Pilot webelieve that you should use the functionalty 100% of the believe that you should use the functionalty 100% of thetime. time.We also know that you will generally never read a We also know that you will generally never read amanual, so we make our software intuitive. We dont manual, so we make our software intuitive. We donthide functionaltiy behind dropdown menus, we put the hide functionaltiy behind dropdown menus, we put thebuttons right there on the interface for you. We believe in buttons right there on the interface for you. We believe inconsistency of design and protocol. consistency of design and protocol.
  27. 27. content style• research shows users tend to skim text and dip into detail• users prefer short, bulleted points (and the ability to print)• write for the user, not the marketing department
  28. 28. content sell-by-date• content is (and always was) king• time sensitive content should be archived or replaced• visitors will quickly leave the site otherwise last updated: March 3, 2005
  29. 29. defer to the statistics• website traffic analysis will reveal details about its usability• what pages are visited most, and for how long?• what pages are the main exit points?• at what stage during the payment process do we lose the sale?
  30. 30. visits
  31. 31. site entry / exit & visit pages
  32. 32. bounce offs
  33. 33. benefits of good usability• increased “conversion” rate - sales, calls, submissions• decreased drop-off rates• reduced reliance on call centres• measurable ROI
  34. 34. example: formulas for calculating ROI increased conversion rate conversion rate = # of visitors who purchase # of visitors( annual site profit x improved conversion rate current conversion rate ) - annual site profit = annual ROIexample: increased conversion rate by 5% annual ROI = $500,000 x (15/10) - $500,000 = $250,000annual site profit $500,000conversion rate 10%improved conversion rate 15%
  35. 35. example: formulas for calculating ROI decreased drop-off rate ( pre-design drop-off % - post-design drop-off % )x current monthly page traffic = change in monthly drop-off change in monthly drop-off x average order size x profit % per order x 12 months / year = annual profit increaseexample: reduced drop-off rate on thecheck-out submit page change in monthly drop-off = (60% - 40%) x 10,000 = 2,000pre-design drop-off 60% annual profit increase = 2,000 x $500 x 20% x 12 = $2.4mpost-design drop-off 40%current monthly page traffic 10,000 viewsaverage order size $500profit % per order 20%
  36. 36. of good usability• accessibility
  37. 37. of good usability• accessibility
  38. 38. of good usability• user suggested feature
  39. 39. of good usability• in-site searching
  40. 40. of good usability• member only content
  41. 41. of good usability• Flash CMS
  42. 42. of good usability• surveys and questionnaires
  43. 43. of good usability• visitor feedback
  44. 44. of good usability• mini-quiz, polls
  45. 45. conclusion...• consider your business objectives• research your visitors needs• spend more time up front• best practice design• write for the web - update it• pay attention to the statistics
  46. 46. script• if they can’t find it is it usable? If a tree falls in the woods and no one hears it, did it make a noise?
  47. 47. more definitionsThe ease of which a user can interpret and respond to measure of how easy it is for a user to complete a task. In the context of Web pages this concerns howeasy it is for a user to find the information they require from a given Web effectiveness, efficiency, and satisfaction with which specified users can achieve specified goals in aparticular environment. Synonymous with "ease of use".SQAtester.comThat quality of a system that makes it easy to learn, easy to use and encourages the user to regard thesystem as a positive help in getting the job done.georgetown.eduHow easy an interface design is to understand and use.Lisa Graham, The Principles of Interactive Design, 1999
  48. 48. more definitionsThe ease that users experience in navigating an interface, locating information, and obtaining knowledge overthe (Sacramento State University)Usability is a multidimensional attribute that relates to the impact a product has on its end-users. In generalit refers to the efficiency with which a customer can do their tasks with the product, and their overallsatisfaction with that process. Usability should be considered from a systems perspective including thehardware and software interfaces, the documentation, packaging, and any other component of the systemand processes surrounding it that affects the (Human Factors, Inc)Usability is the measure of a products potential to accomplish the goals of the user. In informationtechnology, the term is often used in relation to software applications and Web sites. Some factors used indetermining product usability are ease-of-use, visual consistency, and a clear, defined process for (The Digital Dictionary)Refers to the level or degree of a pages operating friendliness for the user and how effective, efficient,engaging, error tolerant and easy to learn a website ease of use of a website, or any other product. Usability encompasses many different disciplines, fromCognitive Psychology to graphic
  49. 49. you... Tim Hay-Edie pilot simple software [t] 2810 4366