Jarrett, C. and Roddis, I. (Sep, 2002) How to Obtain Maximum Insight by Cross-Referring Site Statistics, Focus Groups and Usability Techniques, Proceedings of the IIR/IMRO Symposium “Web-based surveys and usability testing”, San Francisco, California, USA

1. How to obtain maximum
insight by cross-referring
 site statistics,
 focus groups and
 usability techniques.

2. Ian Roddis
Web Site Co-ordinator
Open University
Caroline Jarrett
Usability consultant
Effortmark Ltd
Introductions

3. UK’s largest university (150,000)
Supported open learning
which means...
• Nearly all students are
distance learning
• Big majority are working full
time
• Majority in UK, but also
everywhere else
The Open University

5. 400,000 web visits each month
280,000 from students and tutors
120,000 from others
Statistics

6. ”.. investigating how students
make course choice decisions
online. Student's motivation,
behaviour and needs are being
tested with focus groups,
usability tests and website
tracking data... behaviour online
is incredibly complex and is often
over a long period of time."
Purpose of project

7. Personas description of typical
people in target
audience
Website tracking using cookies and logs
Focus groups typically 8 people
segment geographically
and by type
Usability tests one-on-one observation
Four methods

8. Personas predict needs
Website tracking current behaviour
discern new needs
Focus groups expressed needs
Usability tests understand current
behaviour
For what?

9. Our first
focus
The whole site

10. Web landing point
for marketing
campaign
Wide distribution
of leaflets
Standout

11. www.open.ac.uk/standout

12. Standout leads users to believe
the OU brand is professional, warm
and friendly. It introduces and
encourages new users to the OU,
and maintains interest and
motivation.
“I think the site works really
well. Feels light but informative”
Focus group on Standout?

13. Describing typical enquirers
Based on:
- focus groups
- quantitative data
- qualitative interviews
- student demographics
Checked in usability tests
Creation of personas

14. Gary left school at 16. Since then, he has worked for
several small local construction companies and enjoys
the work. He found that his opportunities were limited
in the small companies and recently joined one of the
biggest in the country. He's finding the work harder
than before because the projects are much bigger. The
company promotes its 'Investors in People'
accreditation and Gary has been asked what he wants
to do to improve his qualifications. He thinks that his
new employer will help him with sponsorship, but he is
concerned about fitting in OU study with a new,
demanding full time job and a busy family life.
Gary

15. Where does Gary click?

16. I want to
takethishome

17. ??

18. We were looking at the site data
Would the actual usage of Standout
be the same as our predictions?
Meanwhile...

19. Top 10
Short
courses
Opening
up the OU
OU
students
Your
questions
Openings Request prospectus
Pick the most popular link

20. Actual choices

21. 0% 10% 20% 30% 40% 50%
Openings
Top 10
Short courses
OU students
Opening up the OU
Request prospectus
Your questions
Percentage visitors

22. Review Standout site map
Explore meaning of ‘short’ in
focus groups
Look at site data using personas
Continue prototyping and usability
testing
Current investigations

23. Researcher’s view:
Different perspectives on problem
Briefs are integrated, not
isolated
Strengths of our method

24. Manager’s view:
Strengths of our method

25. Today Standout
Tomorrow 20,000 pages
Going global

26. Open University
Angela Ballard Market Research Manager
Sarah Miller Usability and web
development
Viki Stirling New Media Marketing
Consultants
Sue Robson Sue Robson
Consulting
Site Intelligence Ltd
Credits