Measuring the reader_Martha Sedgwick

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Presented at the UCL Digital Publishing forum on Feb 15, 2012

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  • Photodiary with 2nd year Psych student
  • PROTOTYPING
  • Measuring the reader_Martha Sedgwick

    1. 1. Measuring the ReaderMartha SedgwickSenior Manager Online Products, SAGE Los Angeles | London | New Delhi Singapore | Washington DC@coffeepot
    2. 2. Engaging with our Users ● User Personas ● Usability Testing ● Market Research – Interviews, Surveys etc. ● Usage data / web analyticsSAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    3. 3. Developing the SAGE Knowledge book pageSAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    4. 4. The challenge● Develop a site to host over 2,500 books and reference works● Titles are social science titles● Books are supplementary and modular texts, typically aimed at postgraduate and academic researcher● Encyclopedias are typically aimed at undergraduate students● Titles will be sold in bundled packages to librariesSAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    5. 5. User Personas Define key user types for potential products What do users want? Helps clarify if/why a product is required Identify actions users will undertake on oursites Helps us develop useful feature sets tosupport usersSAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    6. 6. SAGE Knowledge User Personas Anna (Undergraduate) “I’m a directed ebook seeker: I’m told where to go, I find it and I leave” Jenny (Masters student – distance learner) “I’m a ebook grabber: I will take everything and anything concerning my subject that I can get a hold of” David (PhD student) “I’m a specialised ebook reader: I need to read everything available with a specific research area” Graham (Advanced researcher) “I am an begrudging ebook user. I am Agatha (Faculty teaching) looking for the print version really, but “I’m a ebook aggregator: I need to compile enjoy the tool” lists of everything available for my students” Jo (Librarian) “I’m an ebook gatekeeper. I need to know about ebook destinations, access restrictions and new content”SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    7. 7. Surveys SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    8. 8. Interviews‘A couple of times I’ve asked the library to buy a book andthey’ve bought the eBook version… I read them at home… I canimagine a scenario where I might use my iPhone if I needed to…but my worry is that you would lose the book”Paul (PhD student, History) 2011 “I use PDF downloads of ebooks constantly. We have copiers at AU that send PDFs to my email so I’m contantly scanning sections and chapters of books and then I search through the PDFs. I read the PDFs online, I rarely print them.” Kit, History, PhD, American University, 2011“I always read on paper. I’ve got a Mac and so when I find a paper I’minterested in I save the PDF within a project folder and then I’ll print it off andread it later.”Daniel, Lecturer, De Paul University, USA, 2008 “Ebooks are a bit like an added feature of print books. You can use them to search and find things, but then you ultimately want the print book to read.” James, PhD student, University of York, 2011 SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    9. 9. Saturday Tuesday 5.54pm -Friday 10.04am 2.30pm - Living room - Living room Library Book: An Ebook: Family Book: introduction to relationships in Cognitive brain and middle Psychology behavior childhood Tuesday 5.30 Sun Saturday - Library cafe 9.40_Train 3.08pm -Dining Book: The station table memory Book: Book: How keepers Cognitivechildren develop daughter psychology Saturday Sunday Tuesday3.10pm - Dining 9.50pm – 6.30 - Living table Train roomBook: Cognitive Book: Book: How psychology Cognitive children develop Psychology Wednesday ThursdayMonday 9.45am 1.24pm - Dining table 5.33 - Living Living room room Book: How Book:Anchildren develop Book: The introdcution memory to brain and keepers SAGE Online Products behavior Los Angeles | London | New Delhi daughter Singapore | Washington DC
    10. 10. Jenny (Masters student – distance learner)“I’m a ebook grabber: I will take everything and anything concerningmy subject that I can get a hold of”Age: 24Location: University of Belgrade Ebook use: HIGHOccupation: MastersDiscipline: Special Education High use throughout the year(behaviour disorders)Research/study characteristics:My course is a taught course set up for distance learningstudents and with very few contact hours. As a result I amheavily reliant on the e-resources that my library provide and Iuse my initiative to discover what else is available to me. Withno immediate access to an academic library, the courseattempts to make most of the content available online orthrough a reader-pack. Alongside the study of these key texts, lam beginning to work on a research project, which is alsolimited by what I can discover online.Goal:I need to be able to get hold of as much content as possible.Online access to key texts is particularly important to me and asis the scope of topics that are covered within my discipline. Ineed to be able to browse around the available content related tomy subject so that I can get ideas for my research project.Engagement with ebooks:I have moderate knowledge of academic searching online and Ican easily orientate myself around website. I rarely save contentor searches. Because I share my computer, I cannot dedicatetoo much time to reading online. I need to be able to quickly printthe content to read later. I will often search within texts to find outthe relevant section that I should print. But sometimes I want toprint the entire text. SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    11. 11. Usability Testing• Do users notice/understand/usekey features?• Do users know how to navigate todesired content?• Where do users look whenlanding on our sites? etc.• Test throughout productdevelopment, early testing can becarried out on mock up wireframes SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    12. 12. Insert sage knowledge content pageSAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    13. 13. The challenge● Develop a statistical tool to display state-level data, allowing users to compare data over time and to compare data across states● Develop a tool to be used primarily by US political science undergraduate studentsSAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    14. 14. Product Development – State StatsSAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    15. 15. SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    16. 16. SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    17. 17. SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    18. 18. The challenge● Improve the usability of the methods map in SAGE Research Methods Online● Increase effectiveness of the methods map as a browse tool to discover content● Enhance the user experience of the methods map for the purpose of the discovery of new methods● The product will be used by a spectrum of users from advanced undergrad, postgrad, academic researchers and facultySAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    19. 19. Usability Testing Case Study: Methods MapFirst iteration of Methods Map SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    20. 20. Usability Testing Case Study: Methods MapSecond iteration of Methods Map SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    21. 21. Google Analytics - % Conversion from Methods Map to Content, November 2010SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    22. 22. Usability Testing Feedback: SRM Methods Map1. Suppress the “Choose from the „Show Content‟…” line at the bottom of the Methods Map when on the default Research Methods view (where no content will ever appear).2. Change color or size of breadcrumb on Methods Map to have it stand out.3. Enlarge arrows or separate them slightly from terms to reduce clicking errors that get users to the wrong term (or make them go backwards).4. Perhaps redesign the Methods Map content page – testers find it too busy SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    23. 23. Results from Usability Testing● User testing showed users didn‟t know where to access content from the Methods Map SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    24. 24. Results from Usability Testing● Adding the „View Content‟ arrow increased the amount of content accessed through the Methods Map by 31% SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    25. 25. Google Analytics - % Conversion from Methods Map to Content, January 2012 & November 2010SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC
    26. 26. Thank you! Any Questions?SAGE Online Products Los Angeles | London | New Delhi Singapore | Washington DC

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