Usability on the cheap
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Usability on the cheap

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A presentation I did at a J. Boye conference in Philadelphia several years ago when still working as e-marketing manager at Wienerberger (worlds largest brick manufacturer). ...

A presentation I did at a J. Boye conference in Philadelphia several years ago when still working as e-marketing manager at Wienerberger (worlds largest brick manufacturer).

Already with the Noriaki Kano model - which I think is a great thing for figuring out the real needs of your customers on your website.

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Usability on the cheap Usability on the cheap Presentation Transcript

  • UsabilityOn The Cheap Volker Grünauer | volker.gruenauer@wienerberger.com
  • Limitations• Time• Budget• Resources• Awareness
  • Cost savings
  • 4-Elements of Web Success Web Strategy Web Web Controlling Tactics Web Realization
  • 4-Elements of Web Success Web Strategy Web Web Controlling Tactics Web Realization
  • The Homepage… not… is the most important page onthe whole website!
  • 1 Take a look at the needs of your users!
  • Noriaki Kano Model satisfieddone very poorly doneor not at all very well dissatisfied
  • Examples of customer needs• Basic needs – contact information – price information• Performance needs – find information fast – see pictures of products / house gallery• Excitement needs – View his own house with a new roof on it
  • 2 Throw away unimportant content!
  • Unimportant content20% of your content drives 80% of your business(Pareto)Remove unimportant words, sentences and pages.
  • Navigation: Less is more? Experiment von Sheena Iyengar
  • 3 What is your mission statement?
  • Mission Statements
  • 4 Make at least quick and dirty usability tests.
  • Our most important use cases• Customer looking for a product – Product description – Technical details• Customer looking for a price!• Customer looking for dealers who sell our products
  • Paper prototyping & paper testing• Print out your web design• Ask them to fulfill serveral tasks – Make a circle around the logo – Where would you click for contact information – Make a circle around the search engine• Talk with your users! – What is your impression of the site? – What do you think is the site about? – What would you do if…?
  • Think aloud method / Observation
  • Think aloud method• Set up a scenario• Per test user exactly one use case• Per use case 4 to 5 test users• Simply document what the users do and say• Use tools for screen capture• Talk with the user afterwards• Discuss findings in the project group
  • For example: usertesting.com
  • 5 Train your colleagues and delegate responsibilities.
  • How to ensure that theownership of the findingsbelongs to the responsiblecolleagues?
  • What we did to get people involved• Guidelines we developed: – How-to write web texts – How-to make quick and dirty usability tests – How-to optimize the navigation• Get whole team to watch videos from usability testing• Inform management of results
  • Our top findings• Consumers are looking for prices (Needs) – But: as producer we do not show prices on our website  quotation system• Consumer couldn‘t find products on our corporate website (Usability test) – New link strategy between our corporate website and country websites• It took to long that users found our contact information (Usability test) – Wrong naming
  • ?
  • Volker Grünauer, volker.gruenauer@wienerberger.com